Social Strategy Mastery

Justin Ulrich
So we talked a little bit in the last session about how the industry’s consolidating and how all the big companies are buying up other big companies and they’re taking control over the full lead funnel to fill their funnel as well as to work those leads all the way through and pass them on to other folks within the organization, i.e. loan officers, to continue to get more and more out of those leads.

And the act of doing that is kind of, it’s drying up the ability for some real estate agents, some loan officers to pass leads to each other because they’re kind of staying in-house. So we’re losing some of that referral traffic. And then also talked about how these bigger companies are driving traffic on their own to capture these actual leads.

So 70 to 80% of overall traffic, as we discussed, to the portals come from big online platforms, Facebook, Google, TikTok, Instagram. You know, you think of all the different, YouTube, all the social channels as well as top websites out there that have like Google Display ads on them and stuff. 70% of that traffic that’s coming to their page is gonna be organic.

So that’s gonna be through efforts like blog posts, articles, listicles, YouTube videos. Really, there’s a whole host of content that someone can put out there online that helps to get traffic from Google search or from social posts to help drive them to their website. 30% of the traffic that’s coming to these portals is coming from like explicit paid marketing efforts that’s designed to target very specific audiences that they’ve determined are the ideal profile of someone who would potentially turn into a customer.

So why do we actually pay to advertise? We see that these portals are driving 70% of their traffic through organic means, but why pay? A quick fact before we jump into the why, we have 90% of people are spending five hours a day online.

On average, and that’s across Google, Facebook, Instagram, YouTube, TikTok, all the popular websites. Think about it, if you were to say, it sounds kind of crazy, five hours online, but think about your own habits and when you get sucked into a social platform and you’re sitting on the couch or whatever after work in the evening, whatever, it’s very easy to fall prey to these addictive platforms and they suck people in.

You’re on for hours. So you need to get in front of folks where they’re spending their time online. Paid marketing is a great way to do that because there’s this continuum of time versus money. We’re gonna talk about organic content, which takes a lot of time to create and to generate the traffic from an SEO perspective.

And then we talk about paid side of things, which we’re gonna get into, which is, hey, I don’t necessarily have the time to create all this organic stuff. I’m still gonna work on it, but I need leads now. So we’re gonna throw some money at it and start driving leads our way.

So that’s on the paid side. We’re gonna dive into both of them. We’ll start with social.

For what it’s worth, we are going to have, the next session’s gonna be about Google. The session after that is going to be about local marketing, very heavily focused on organic social. So when you see the invite come through for that one, make sure you attend if this is a topic that’s relevant to you.

There’s a lot to go through. I’m gonna touch very high level. And knowing that we get more into the weeds on organic in that session, we’ll talk a little bit more on the paid side for this one, just as a heads up.

I wanna make sure everybody knows the content that they’re getting and where it’s gonna be available. Whoops, I went backwards.

Here we go. Okay. There’s a stat out there that shows up quite often, but roughly 1.5% of your audience is gonna see any given organic post that you’re putting out there. So again, that’s Google, Facebook, Instagram, YouTube, TikTok, all the socials. If you put a post out there and let’s say you have 100 followers, one person is likely gonna see it.

If you have 1,000, 10 people are likely gonna see it. So it’s very important to on the organic side of things, you wanna make sure that when you’re creating content, you follow this formula I’m gonna go through in a second. But that formula is gonna help you get in front of as many people as possible, as quickly as possible and build your organic audience at an accelerated rate in a way you otherwise wouldn’t be able to just by posting how you typically might be today.

But this also means that, well, I’ll just jump, I’ll jump into the formula, okay? So quantity times consistency times speed equals quality content. So the way that the algorithms work in these tools, these platforms like Facebook and Instagram, they’re going to find content that’s engaging and relevant to folks and they’re gonna take that content and serve it up to other people that they feel the content’s going to be relevant with as well.

In order to get the algorithms to really pick your content up, it has to be engaging, right? In order to create content that’s engaging, you wanna make sure you’re developing or you’re creating content as quickly as possible, as much as possible. You wanna have as much, as many content pieces as you can possibly create.

If you create one video on the top 10 restaurants, then you wanna split that up into 10 different videos, one for each of the restaurants, right? And you wanna promote the videos as well as create shorts that go along with them. This is a great strategy for creating content and accelerating your learnings, right?

The more that you’re creating content, the faster you’re creating content, the more quickly you can learn from it. So let’s say if I’m creating a social, I’m putting a social post out there once a week for eight weeks, it’s gonna take me two months to get the same learnings that I would get if I do one per day for eight days, right? Or if I did two per day for four days.

So you can very quickly get insight with regards to the content that you’re creating and accelerate your learnings if you’re creating lots of content as quickly as possible and you’re posting consistently. The consistency piece is what the algorithms really, really like. So one way to do this, if I were in your shoes and I were doing this on my own, I would say, okay, well, what content out there do I see is getting like a lot of engagement and I’m gonna create similar pieces of content because algorithms also serve up like content to pieces that are already performing very well.

So you start there and you just start creating content and quickly as possible, posting consistently as much as you possibly can. The other thing that this does is it helps you to, if you’re, I’ll dig into this more in the next session, but if you can create content that also highlights others and tags others, then you’re able to tap into audiences that already exist.

And doing that is a great way to build your audience much more quickly so that when you are putting that post out there that gets seen by 1.5% of your audience, it’s getting a lot more eyeballs on it than otherwise would if you’re just trying to grow your audience on your own without trying to tap into any existing audiences. That makes sense.

Anything to add to that team before I move on?

Krista Hannahs
No.

Justin Ulrich
All right. So that’s high level on the organic side of things. Again, we’ll do another session that actually jumps into content types and gives tons of ideas around the pieces that you should be creating in two weeks from today.

On the paid side, we’ll keep the ball moving. I talked about time versus money. So this is where you can say, okay, given what I just talked through, you know that it’s gonna take time to get those learnings in place, right?

If you’re creating, even if you’re creating two posts a day, it still takes time to learn what is actually working, what’s not, and you’re gonna be creating content for months, hopefully in perpetuity. The benefit of doing content with that formula is that you’re also, you’re creating quality content because you’re gonna get better and better over time, but it’s still gonna take you time to learn and it’s gonna take you time to figure out what actually resonates and what doesn’t. On the money side, this is where you can create with Facebook, Instagram, these other social channels.

They have their own ad platforms, which you’re likely aware of, but there’s gonna be a spectrum of awareness on this call. So I’ll try to keep high level as well as get granular on things that matter. If you have created a campaign, you know it’s a nightmare.

I’ve done it, I’ve led marketing teams for years. I’ve ultimately resorted to hiring agencies to do it because it’s always been a nightmare to do on your own. If you wanna leave a comment like if you’ve done it and you can attest to yes, that is absolutely correct.

We do make the tools now that we have with MoxiWorks that make it so it’s extremely easy and you’ll go through that in a bit. But these are all the pieces that go into a campaign that are happening behind the scenes whenever you place an order for a program with MoxiWorks. You’ve got the channels that you wanna do marketing across, whether it’s Facebook, Instagram, all the social channels.

You have to determine what channels are best for you and what weight do you wanna put on each of those channels. Some pages like Facebook or platforms like Facebook may lean a little older in the demographic where Instagram may be younger, TikTok may be much younger. So you wanna try to figure out, hey, if I’m gonna spend on these channels, what campaigns am I gonna run, what’s the messaging gonna be and how much am I gonna spend in each one of these channels?

You also have to create multiple ads. So if you were to run a program with one ad, okay, great, you’re pushing an ad out, but, and it’s not really a program, if you wanna take full advantage of the platforms, they actually have AI that works to pull together different combinations of things.

So I’m gonna run through the best practices around the combinations, but it’s like you have many different images, many different text pieces, there’s different areas of text and you wanna have certain number they allow for a max number of different pieces that you can create for each one of these different areas so that it will actually piece them together in different permutations to figure out, hey, this is actually the best combination that is going, it has the greatest likelihood of converting and so that the platforms will serve that combination up to more and more folks.

The longer that your ads are on, the more time that they’re running, the more time it has and the more data it’s able to compile to determine whether or not these, to determine which combination is gonna be most effective and to actually start going and getting after more and more of those folks.

So oftentimes people will turn on an ad and they’ll turn it off after two or three weeks because it’s not bringing in leads or it’s not as effective or the leads are junk. There’s all sorts of different reasons why, but you need to know that if you’re running an ad program, the longer it runs, the more, the greater likelihood you have of actually bringing in leads that will convert. Copy, imagery, those all, you need many different examples.

Budget, like how much do I spend? If I spend, a good example that I like to talk, well, I think it’s a good example, who knows? You might say it’s a terrible example, but whatever.

If you do, if you run a national ad program and you’re spending $1,000, spreading that $1,000 very thinly across the entire country or you’re spending $1,000 on a neighborhood, you’re targeting a neighborhood, your dollars are gonna go a lot further and be a lot more effective on targeting that smaller area than they are going to be spread very evenly across the country. Why? Because you’re not, the system’s not gonna be able to get enough data and enough interactions from folks across the country, right?

As it will be to really, from putting that budget just in that really targeted area. So you wanna make sure your budget’s right as well as your, I have geography in here that’s targeting, and your audience targeting. All those things are very important to ensure that you’re spending your money where the money’s gonna count and you’re not just going after leads that don’t necessarily fall into your target audience.

Campaign objective’s important. I don’t know if you’ve set up a program on your own or a campaign on your own and you’re going after leads versus awareness and really should be going after the other thing. There’s tons of objectives within these platforms.

Each one has their own, but for the most part, they’re relatively similar. But you need to make sure that you’re spending on the right thing. It could be page views, it could be clicks.

All this stuff happens behind the scenes with the Moxi programs we’ve put together. How long you run it. Again, the longer you run it, the better.

You need to look into the audiences that you’re going after. Are these folks that is just within a demographic? Are they folks who have visited your website that you wanna continue to go after and nurture them with ads to stay top of mind?

Is it an audience from your CRM of folks that you’ve gotten leads from that you wanna continue to retarget? The audience matters for the programs that you’re pushing out. And you wanna make sure the messaging aligns with the audience that you’re pushing.

We’ve talked about Zappos before. It is relevant here too. So they’re very good at creating really niche segments that are very targeted for someone who viewed a very specific pair of shoes in that color, right?

So they do a really good job of bucketing folks up and serving the ad of that very same pair of shoes back to folks for the seven plus days following you putting it in your cart. So that you’re actually hit with the same imagery over and over to try to remind you to come back and get that pair of shoes. They’re not just pushing out ads that say Zappos, you know, cause that’s not gonna be as effective.

They’re segmenting phenomenally and they’re serving up the right message to folks in the right timing. Landing pages are also important. You wanna make sure that you’re sending folks the ad that you’re putting out there aligns with the messaging of the landing page that you’re also promoting with the ad.

So if folks do click on the ad and they go to a landing page that there’s not a disconnect. You know, you’re nurturing them along to build, guiding them down the path to eventually capture their information. So you need to make sure that landing page is professional and it has messaging that aligns.

And then all your leads that are coming in, like nurture, nurture, nurture, the followup is just as important as the campaign that you’re putting out there. If your followup is poor, then you’re spending money on leads. Those leads are coming in and they can likely just die in the vine because you’re not getting back to them in enough time, right, quickly enough, with enough touch points, with the right messaging, right?

So you need to make sure that all of those pieces are put in place. Okay, with all that said, that’s very high level. Everything that’s happening in the background, again, all of this stuff from a world-class perspective is happening in your MoxiWorks programs behind the scenes.

You don’t have to worry about any of it. Andy’s gonna run through in a bit. If you wanna venture off and try to do this on your own, best of luck, sincerely.

I wanna give you some nuggets to consider that you can go try it. You know, it will take some time and there will be frustration and don’t say you weren’t warned, but you have the information here. You wanna make sure you’re using high quality, high resolution images that are visually appealing, so you’re getting someone’s attention.

You wanna have them be consistent. So if you’re developing multiple images, you want them to be consistent. So if they see multiple, then they’re associating those images with each other and as well as if you can incorporate any of your brand elements into the imagery, now they’re seeing your brand over and over and over, developing recognition and building kind of a trust with what they’re seeing to get them to engage with your ads over time.

You wanna make sure you use square or vertical images as much as possible. Think about if you’re scrolling on Facebook. If you see a really short image, it’s gonna scroll past very quickly.

The longer the image, the better because now you’re getting full attention and full real estate on that screen when they scroll by. So if it pops, boom. It gets their attention and you only have a second or so to do that.

So that’s why the imagery has to be visually appealing and suck them in. You wanna make sure your images aren’t text heavy. And let’s see if there’s anything else on here.

I think, oh, not overly edited. Authenticity wins all day. You, people know now that when images are overly edited, especially like if I’m showing an image of a property, like as a consumer, I can tell, I’m like, that’s not, like that seems like the coloring’s off or whatever. So if you try to use filters to hide blemishes and stuff like that, for the most part, people can tell. You want it to be as authentic looking as possible.

Natural lighting, stuff like that. Add copy. So if you’re doing copy, all the text, we call that copy in the marketing world.

I actually, when I got my first marketing job, I was like, what are you talking about? Copy? Like I sent you a copy of the document. But I’m an idiot, so that’s why. So on the body text, the body text is 100. That’s where it says, just listed. Check out this three bedroom, four bath home. You want that 125 characters max. There’s a headline down in the bottom, modem home in Denver.

That’s an example. You want that to be 25 characters max. Sorry, five variations on each of those two things.

The description, which is below the headline, where it says pool with stunning views, 25 characters max, you want five of those variations. And you wanna try to use emojis where possible, because those kind of get people’s attention and it breaks up the monotony and it also helps a little kind of fun in life come through with your brand. But you don’t wanna use them too much, right?

You just wanna make sure you’re using them sparingly. So you got all those variations. I typically create a spreadsheet and I just create a section for each one of these body text, headline, description, and five rows for each with the different variations and making sure that it’s counting the copy, or I’m sorry, the character max, so you’re not going over.

When you go over, it runs off the page. That’s why they say keep it, you wanna make sure you’re getting the full message in where it’s visible and it’s not running off the, you know, view more running off the page. On the video side of things, like if you use videos, great.

47% of consumers watch video ads, mainly on Facebook. There’s 4 billion plus video watches on Facebook every day. If you look toward every platform that’s out there, everyone is going towards video, so it’s great if you can incorporate video.

And it’s good to know that most folks, 85% of folks on Facebook specifically, watch videos on mute. So if you’re narrating something in the background, you wanna ensure that you’re bringing that message through in text or overlay so that people still see what it is that you’re talking about. It can be a abbreviated version, but you don’t wanna rely just on the audio to get your message across.

The first three to five seconds are the most important in your video, so you wanna make sure whatever you’re putting in there is the most compelling so that it captures their attention and it keeps them for the next little block of seconds. You wanna include your takeaway message up front. If you look at a lot of videos out there, this is just how platforms have kind of evolved over time.

It’s like people just talk real quick about, hey, today we’re gonna be talking about blah, blah, blah, let’s get into it, and then they go. So it’s getting your attention right at the beginning to try to get you to stay through the rest of it because they know that most folks drop off after three to five seconds. If I can get a webinar to a point where I could actually do this as well, that would be awesome.

You wanna make sure you’re including your brand elements as well as keeping your video length, 15 seconds or less, too long, you’re gonna lose people. So make sure you’re getting the quick hit, most compelling message in there right up front and then anything else within 15 seconds total. Vertical is great, again, because you don’t want folks scrolling right past it.

And you want those texts and graphics to come through for folks who are listening on mute. Budget and duration. This is something that I talked a little bit about earlier.

You wanna make sure like, hey, what’s my goal? What am I trying to do? Am I trying to get awareness?

Am I trying to get leads? How many leads am I trying to get? And then you can kind of back out like how much money I’m gonna spend.

So for example, if an industry standard is like 20 to $30 per lead in a campaign, this is an example, I’m throwing it, this is actually Googled it. Then, okay, if I wanna get 10 leads and I need to spend 200 to 300 bucks a month. Now, the longer the programs run, the better the systems are going to get it, bringing you those leads.

So that price is gonna fluctuate over time. It’s gonna be that each campaign has a two-week learning phase on the front end. So your costs are gonna be wonky up there anyway, but once it learns and gets dialed, then you’re really gonna be able to get the most out of your dollar spent the longer that program’s running.

Keep your targeting very narrow. The example of national versus a neighborhood or a zip code, you wanna make sure your targeting’s narrow so you have the most money possible to get as much data possible to actually work from. It’s usable data as opposed to just peanut butter spread.

And keep those ads running for at least three months. It may seem like a lot, but if you leave them running, that’s when you’re gonna see the better results in month two and even better results in month three typically. So I’d keep those running.

All right, now, what if I told you that there was a way for you to get 50% decrease in your CPL by doing one thing? Would that sound interesting? Let me know in the chat. Everybody spam the chat. You wanna know the facts. You wanna know the tips and tricks.

No comments are coming in, so I’m just gonna tell you the tips and tricks anyway because that’s how we do it. So we’ve actually worked really closely with MoxiWorks to create a feature that, Andy, I don’t know when you run through a program if you can just point this out relatively quickly, but we call it co-marketing. So with co-marketing, you can actually invite, and I think we spoke to this in the last session, but you could actually invite a loan officer to do marketing with you with the ad program that you’re creating, and you’re both sharing the leads, but you’re splitting the cost.

So let’s say you launch a program for $1,000 bucks. Well, you’re paying now $500, and they’re paying $500, but you’re still getting the same amount of leads that you would have brought in with $1,000 bucks, and the cool thing is that it puts your information and their information on the ad. It’s a great way to not only keep your marketing costs low, but also build partnerships.

We talked about how the consolidation’s happening, and those referral partnerships, they’re kind of fading away in some instances. So you can really strengthen those partnerships with efforts like this going forward. So with that, I mentioned, well, actually, I don’t even know if I mentioned in this session, the reason why Andy and I are here is that we do work with A Vocalize, and our technology actually powers Moxi Promote.

So it’s the same technology, literally the same technology that’s powering these big portals out there, and it’s giving you the same capability to get in front of folks and fill your funnel with literally the same technology, and you have it available, because you’re all MoxiWorks users on the call here. So I would highly encourage you to check it out. Andy’s gonna jump in and just do a very quick demo of what one of these programs would look like, and then we can go on from there.

All right, Andy, I’m going to stop sharing my screen, oh, let’s see, stop sharing my screen and share yours. And I’m gonna talk through what I’m doing, because…

Andy Redington
Thank you, Justin. And before I jump in to Promote here, Krista, I’m gonna put you on the spot. Can you inform the users of the best way to access the Promote dashboard?

Krista Hannahs
Yes, so there’s a variety of ways to access Promote and some of it depends on how your brokerage implemented MoxiWorks on your behalf. So oftentimes you’ll see a menu option in the top navigation, also known as the Moxi bar that will just say Promote, you can click that. Also, when you’re looking at the My Listings page where your listing manager is, one of the options on the three dots, so you can go view the listing, you can create a flyer and then you can promote the listing, that will also take you to Promote.

And then a third option is on the My Account screen under your Agent Tools, where you would also find like the Listing Manager option, there’s usually one that just says Promote and you can click through that flow as well. If you don’t feel like going through any of those steps, you can also just go to promote.moxiworks.com and if you are logged into any Moxi product, you will get authenticated right into this dashboard that Andy’s showing right now.

Andy Redington
Awesome, thank you, Krista. Yeah, so go check it out, really powerful, as Justin mentioned, all those best practices built out for you to make this turnkey platform to go generate leads, generate awareness, generate traffic for your business. So I’ll go ahead and show you the dashboard here.

So just a couple of things to call out, we do have these little filters up top here, so you can actually filter down to the blueprints that have the objective that you want. So if you wanna generate leads, generate traffic, generate awareness, and then co-marketing, as Justin mentioned, is also a filter that’s gonna be on the social leads here, so you can filter down to that. And these little tiles down here, what we call blueprints.

So this is a turnkey growth engine, it’s everything built into the blueprint, to the program for you to be successful. So since today we’re covering social and paid social, I’m gonna go into social leads. This is gonna be kind of your bread and butter for promoting a listing of property.

So go ahead and click into the tile and it’ll open up the program creation here. So you can see in this demo environment, we have listings pulling in. So if you have listings, you log in, click into social leads, you’ll see all your listings in a table here.

You can also search. So if you wanna search for the address, the city, the state, the MLS ID, feel free to do so. It’s especially helpful if you have a lot of listings, just kind of get through the clutter and get to the listings that you want to promote.

In this case, I’ll go ahead and promote this listing in Monroe. Oh.

Krista Hannahs
I was just saying, woo, Monroe.

Andy Redington
Yeah, Monroe, there you go. Awesome, so go ahead, select the listing. You can see here, everything populates on the ad preview.

This, Justin, as you called out, is where you would invite a co-marketing partner if you would like to do so. So really easy, simply just click this little plus button, put in their name, their email address, a little message, and you can invite a loan officer, invite that guest to join you, co-brand, co-market, co-fund that program. So really a great way to strengthen your partnerships, network with those trusted loan officers, split those costs 50-50, the answer to Justin’s riddle on how to cut your CPL in half.

Invite a partner to co-fund it with you and share those leads so those co-branded campaigns automatically share leads with both partners who are advertising on the program. Then we go down into the creative section here. So Justin touched on video.

So you can upload video to your ad. Right now it’s on image and it’s pulling in the image from the MLS. You can also turn this into a carousel simply by clicking the plus button.

So if you wanna add a couple other photos, you could simply select those. And in the ad preview, you will see that it now turns into a carousel with those photos. I believe on the last webinar, someone asked if you can rearrange the photos in the carousel.

The answer is yes. You can simply just drag and drop the photos and it will rearrange those cards within the carousel for you. So feel free to play around with that.

Then you go down into the body text and headline. Again, Justin covered this kind of some best practices. We have some copy that will pre-populate here, but you’re always welcome to go and add your own copy.

We do have these little dynamic chips that will pull in the city, address, price. This is all coming from the listing. So you can see the headline is address and price.

Down here, you have address and price. The body text start your home search today in city and you have start your home search today in Monroe. So feel free to edit the copy, but no need to.

You can just keep cruising. You can set your targeting. So this is gonna be, where do you want to serve your ad and where do you want the people to be when they see your ad?

So right now it’s gonna target around the address where the property is located in Monroe. You can set that radius here and you can see on the little map, you can kind of see how far you’re going out with that targeting radius. Optional, but you’re welcome to upload an audience.

So if you do have a list from the CRM, you wanna target specific prospects, feel free to upload a list and you will serve that ad specifically to those users that are in the audience. And then the last step is just your website. Again, this will pull in from the listing with the listing URL, but if you want to send traffic elsewhere, you can just type in here and type in whatever website you want.

Oh, sorry, I said that was the last thing. This is the last thing. This is the objective.

So we have two different objectives in this blueprint. Both ultimately are really just to generate interest in leads, but we have the leads, which is gonna be a lead form in Facebook and Instagram. So if they click on the ad, the lead form will open up and they will submit that lead right there in the channel.

Or you can choose traffic. This is actually gonna optimize towards clicks and it’s gonna drive that traffic to your website. So if you have a landing page and you wanna drive traffic there, I would recommend selecting traffic.

But really, if you just want the high quality, high volume leads coming through the channel, then you can keep that toggled on leads and you will collect those leads in the system as well. And I will touch on that in just a moment here. Then you proceed to the last step.

This is simply just the duration of the ad and the budget for the ad. So right now it’s gonna run for a couple of weeks at this $150 budget. You can go ahead and schedule it to run longer or shorter.

You can change the budget here to be whatever you want. And then you simply go down, add your credit card to purchase the ad, to publish the ad and click purchase now. So I spent a lot of time talking just to explain everything in it, but in reality, it takes about 20 to 30 seconds to simply go to the dashboard, select the property that you wanna promote and you simply just set your targeting, go and place the order.

So super easy. After you publish the ad, you can always go into your programs. This is where all of your active programs will live.

So in this example, we have a program in here. You can simply click into that. There you can view the results of the program.

So how many people saw your ad, how many people clicked on it, how many leads came in from that ad, the cost per lead, all those performance metrics. And you can actually scroll down in to the program and you can see the leads that are pulling through. So you have a table here.

You can also go to the leads table over the navigation and that will show you all the leads as well. The one thing to call out here that Justin discussed on the last webinar, I don’t know if we brought it up today, but for those of you that were on the last webinar, this probably sounds familiar. We do have an AI agent working in the background that we call Leads Intelligence.

So Leads Intelligence does a lot of things, leveraging these data models and AI. So it predicts the purchase intent from all these different data signals and user behavior. It learns who converts and it goes and finds similar audiences.

So we’re actively scoring all of the leads that are coming through to train the AI on each channel to increase the quality of the lead. So we obviously want an effective, efficient CPL. We want low cost and high volume, but we don’t wanna sacrifice quality.

So we’re training our models to go out and find high quality buyers and sellers with these leads. One way to help train the AI to go find those high quality leads is in Promote. You can actually go into the leads for a program and you can score them simply by doing thumbs up or thumbs down.

This will then go train those models and say, hey, Sherry here was a great lead. She actually is my client and we’re selling her house or we’re helping her buy a home. So you can go and say, awesome, I’m gonna give this a thumbs up.

That will then go back, train those models and go find more Sherry’s for you and find those high quality leads for you. So please, again, the call to action here, go to promote.moxiworks.com, check it out. Today, since we’re focusing on paid social, I’m just going into the social leads, but in the next couple of series coming up, we’ll go explore other blueprints, including Google.

So hop in there, leave the comments if you’ve used it before, if you have any feedback for us, we love to see it. So excited to continue the series and jump through a lot of the other blueprints. But again, if you wanna go promote your listing, go into social leads, super easy, and we’ll drive those cost effective, high quality leads for you.

Justin Ulrich
Yeah, it’s worth, thank you, Andy. It’s worth adding to on that leads intelligence piece. We know the buying cycle is really long.

This isn’t e-commerce, right? So people aren’t buying a pair of shoes over the course of seven days, they’re buying or selling a home and it could take three, six, nine, 12 months, right? The way that the platforms are designed is they’re designed to get feedback within 12, I’m sorry, within 24 to 48 hours to say, hey, this is a good lead, let’s go get more of these.

In reality, in real estate, it’s gonna take 12 months potentially for us to tell the system, hey, that was a good lead, bring me more of that. And by that point, the system has already moved on, right? This, these AI agents that Andy’s talking about, it’s proprietary tech that we have powering Moxi and it actually feeds back intense signals within the 24 to 48 hours.

So those platforms know the likelihood of that lead to convert and they will go get you more of those much faster than if you’re giving feedback later on. And we all know that like this, the platforms up to this point, they’re all created to optimize to lowest cost lead with some quality in there. This actually helps you to keep your costs relatively low, but get more and more quality like Andy’s talking about.

We’ve got the thumbs up, thumbs down, folks have reported, like users like yourself have reported 200% increase in the quality of lead over the last three months since we’ve implemented this, it’s probably four months now, but it’s been incredible in terms of the tech that you get relative to if you were to go off on your own and try to create these in platform on your own.

Just through a quick, a quick testimonial in here from another one of our partners about how co-marketing has been super helpful for them to help drive their partnerships locally, as well as that benefit of everyone getting the leads and you’re dropping your costs, doubling your ROI and your marketing dollars spent. Some other really great stats on here for successes, I’m trying to buzz through these so we can get to some questions, I wanna make sure we have time there, but these are real, these are real numbers.

Everything that we’ve talked about today, you currently have access to, to help bring in successes like these into your own business, drive your own funnel full of leads, you’ve already got it, it’s just literally a matter of going in and launching your own marketing programs and it takes just a few clicks.

So like Andy mentioned, if you get anything from today, yes, this stuff’s super complex, we’ve made it very, very, very easy, like my child has literally gone in and created a program. So you can go in at promote.moxiworks.com and give it a try yourself. It’s super easy, give it a go.

We’re gonna get to some Q&A real quick and then we’ll let everybody head off on their day. I’ve seen quite a few questions come through here, so I guess I’ll just start with one.

Can Andy, or Krista, can you edit the ad after posting it?

Andy Redington
Yes, you can. In that program view that I was showing, if you click into a program, there’s a little pencil icon that says edit and you can click that to edit the program.

Justin Ulrich
Yeah, perfect, perfect. Okay, are you guys looking at the…

Andy Redington
Yeah, my LinkedIn, just like everyone was reporting, it keeps kind of freezing, so I keep refreshing to get the comments. So apologies if I’m a little delayed on responses here. Let’s see, so edit the ad. Krista, I think you responded to Kirstie here on other blueprints beyond just promoting a listing.

So I think you called out the local presence is a great one for more branding and awareness. We can actually cover that one when we talk more about Google, but that also goes on the Google Display Network. So it’ll be kind of those digital banner ads that you see, the kind of the digital billboard that goes out across millions of websites.

So local presence is a good one and then you also called out Event Boost, which is another great one for promoting local community events, if you’re sponsoring a little league team, if you have an open house that weekend. So yeah, those are really two great options for more branding and awareness and also if you wanna promote a specific event that you may be hosting.

Justin Ulrich
Perfect, there’s a question here from Kimberly. Why do I not get a notification of the lead? It seems like I have to check back daily. You actually will get lead notification.

So as soon as the lead comes in, we’ll send an email that’s saying, hey, you got this lead. You can thumbs up, thumbs down from that email if you’d like. But to us, like we fully understand the importance of speed to lead.

Like if you take longer than five minutes to get in touch with that lead, your likelihood of actually converting them drops drastically, let alone getting in touch with them. So not only do you get the notification, but we also have the ability to automatically follow up via text with those leads as well. Like, hey, we got your inquiry. We’ll be reaching out to you shortly type of message.

Krista Hannahs
Yeah, and for those of you agents that have Moxi Engage, our CRM, those leads will be dropping directly into that platform. And so double check on your notification preferences inside the CRM as well, because you can get text and email alerts every time you get a new lead from our platform as well. So you can get all the alerts.

Justin Ulrich
Perfect. Can an ad be placed for generating leads to an office?

Krista Hannahs
Yes, if you are the office admin in MoxiWorks, you can run an ad campaign on behalf of the office.

Justin Ulrich
Awesome. This video will be available online. So I’ll be sending it out also afterward. Frances, I know you asked that. So we’ll be sending that out.

Krista Hannahs
Yeah, people are asking about C21 online, which is their hub for Century 21.

Justin Ulrich
Oh, gotcha.

Krista Hannahs
If you would like this series of videos added to some sort of content section for your brokerage, reach out to your broker decision maker and have them work with MoxiWorks if we’re the ones hosting the hub, or they can also just get the video recordings and place them in there. But I don’t think, we don’t automatically place these inside of your guys’ internal hubs.

Justin Ulrich
Perfect. Am I able to promote a property at sold? Yes, you can. So what does that blueprint look like?

Krista Hannahs
I mean, you can just use the local presence, the local social leads blueprint. So same listings, you’re just gonna select your sold listings from your selection of your my listing section. And your tagline on that would be something like just sold in Blank City.

You can do coming soon as well. So if your MLS allows and sends us the data about coming soon listings, those will be available as well. For those of you that want to promote a coming soon listing, but you know that your MLS doesn’t automatically feed it, you can also manually create an ad in promote and upload photos of this coming soon listing if that’s allowed by your MLS.

Justin Ulrich
And similarly, for those that their listings may not show, because someone asked the question like, hey, not all my listings are showing in Promote. If it’s not, you can create a manual listing, correct?

Krista Hannahs
That’s correct, yeah. Some easy ways to figure out why it might not be showing could be that you are actually the co-listing agent. So those will show up in the primary listing agents account.

The MLS that that listing is associated with, the connection could have never been set up or broken inside of MoxiWorks. You wanna double check your MLS associations and make sure you have all of your IDs in there. And that will automatically populate all of your listings.

If it goes beyond that, send us a ticket. We can figure it out.

Justin Ulrich
Perfect. I don’t know if you got to this one and I can’t see all the comments in the order that they were replied to, Krista, but someone mentioned, Kristy mentioned, what if agents do not wanna promote a listing but rather message about something else? Like she’s not seeing anything on any of the tiles around brand awareness.

Andy Redington
Oh, we covered that, local presence. 

Justin Ulrich
Okay, perfect. That was the time when I wasn’t paying attention. 

Andy Redington
You’re good. All right, Julian, how I can share, let’s say with a lender, the cost of ads.

Krista Hannahs
In the invite, does it tell the lender what your proposed budget is?

Andy Redington
Yes, it will. And they will have to put in their credit card as well. It’ll show them the cost of the program and that it’s being split 50-50.

Also, the guest, the lender in this scenario will be able to log in, not to Promote because they’re not a Moxi user, but they will have a similar dashboard where they will only see the program that they’re co-marketing with you. So they’ll be able to log in through what we call a magic link, but they’ll just have a link to log in to their own dashboard. They’ll see all active programs that they’re co-marketing.

And from there, they’ll see the same performance data, the cost per lead and the cost of the ad and everything there as well. So they’ll see a similar view on the program and it’ll indicate that it’s half the cost because it’s co-funded, co-branded, co-marketed.

Krista Hannahs
I think best practice too is make sure that you’re inviting a lender that you actually know and maybe have said something to this at least once before. Don’t just kind of spray and pray with all the lenders in your area.

Justin Ulrich
And Andy, maybe you went through this again. I was going through the comments, but let’s say somebody doesn’t accept. Let’s say that the agent creates a co-marketing invite. They don’t accept. What happens? Do they end up paying for it or not? How does that work? 

Andy Redington
Yeah, great question. So the guest, the loan officer, let’s say, they have five days to accept the invite to co-market that program.

If they do not accept it in that timeframe, and it’ll lay this all out in the email that they get when you’re inviting them. It’ll tell them that they have five days to accept. If they decline or they don’t accept in the timeframe, no one gets charged.

The program just does not activate. It doesn’t publish in the channel, but no one gets charged anything. And you can say, hey, why didn’t you accept my invite? I’m gonna send another one. And then you can get in front of them again. But yeah, no charges incurred until they accept and then the program will publish.

Justin Ulrich
And a horse head in the bed goes a long way for trying to get someone to accept it. 

Andy Redington
Yeah, Justin, I’m sorry. Real quick, I was gonna say, I can show, just cause we have a few minutes left.

I can show what that screen looks like on a co-marketed order just for the billing portion of it. So I invited a co-marketing guest and you can see I have the budget here. You’ll see when you invite a guest that it’s showing that the cost is split.

So let’s say I did $500. Since this is a co-marketing program, 50% will be covered by the guest. So it’ll say that it’s a $250 order and the guests will see the same, that it’s being split 50-50 there.

And then you submit to co-marketer that will trigger the email to them to invite them so they can go and run the program with you. So I just wanted to call that out that you’ll see and your guest will see the billing that’s associated with the co-marketed ad.

Justin Ulrich
Can you scroll down a little bit, Andy, so you can see the preview? I know Julian’s asking about how does it show up in the banner. So you can see there, Julian, it’s side-by-side. So it’s your information and the loan officer’s information as well.

Cool, I think that’s about it. We’ll run through the comments and we’ll try to get to any questions that maybe we haven’t gotten to. But thank you, everybody, for joining.

I know it went longer than I’d anticipated, even though every one of these webinars seems to take this long. But we really greatly appreciate you taking the time to run through this. If you have any questions at all, feel free to continue asking the comments.

We’ll continue to monitor them and try to get to them as we see them come in. Krista, thank you so much for your time today as well. Andy, you know how I feel.

With that, we’ll go ahead and wrap things up. Keep an eye out for the webinar recording that’ll be going out in about an hour, as well as tomorrow, I’ll be sending out another email for registration for the next webinar session. Thanks again, everybody, for joining.