Social Strategy Mastery

Justin Ulrich
All right, well, with that, we’ll get started. So we touched a little bit in the previous session on attract, capture, convert. It was all about like, you know, figuring out what the portals are doing, how they’re driving traffic, how they’re capturing the information of folks and turning them into leads and then converting them.

Right, we talked about how 70 to 80% of the overall traffic to those portals is coming from these big online platforms, right? Google, Facebook, Instagram, TikTok, and the like. And approximately, we’ve got 70% of that traffic is coming from organic efforts on social, as well as 30% is coming from paid efforts.

So organic, think about like organic posts on social. We’ve got blog posts. There’s all sorts of different content pieces that people are putting out there without any money behind it.

That’s driving the 70% of the traffic. The 30% is coming from paid efforts. Those are specific marketing, targeted marketing efforts where you’re putting dollars behind it.

You’re targeting specific audiences with the explicit intent of capturing, I guess, creating brand awareness, as well as capturing their lead information so that you can market to them and nurture them along to try to get them to convert into a customer. With 90% of people spending five hours a day online, again, another stat that you’re probably familiar with. We went through in the last session.

That means that buyers and sellers in your area are currently scrolling. There’s no doubt. There are people on social right now, on Facebook, on Instagram, scrolling through their feed.

So the idea is with paid social, you want to try to get in front of them and kind of disrupt their scroll with your information and try to capture that attention to bring in their information, capture it as a lead so that you can market to them and nurture them along to conversion. This is something that we have, for the first time ever, we have the ability, whether you’re a big company or a small business, to get in front of massive audiences and drive marketing at scale like never before with social media. The algorithms are kind of geared such that if you create content that they know is gonna take off, they serve it up, they test things out in real time.

And if the content is something that they know is likely to convert and to create engagement, they’re gonna serve it up to as many people as possible. Eventually, everyone here has the ability, even on your first post, to go viral. Not saying that we want to, but that’s something that anyone has the chance of getting in front of massive audiences with their content.

So if you’re not on these platforms, I would strongly encourage you to do so. Today, we’re gonna be going through both organic and paid. We’re gonna start on the organic side here.

Just a quick stat, 1.5% of your audience sees any given post that you’re putting out there on social. So for easy numbers, let’s say you have 1,000 followers, right? 15 people are gonna see any given post that you push.

So if your audience is relatively small, it’s a math numbers game. Okay, if I’m only getting 15 people seeing this thing, then one of the levers that I’m gonna have to pull is to create more content, right? If I can create more content that’s quality and compelling and engaging, then it’s likely each piece I push out there is gonna get 15 folks to see it.

Some people will see more than one piece of content, especially if they engage. The algorithms are gonna know that. They’re gonna serve up more similar content that you’re creating to those folks, and you’ll begin to nurture folks along.

But if you’re only creating one piece here and there, you’re really hindering your ability to not only get in front of your existing audience, but to also grow your audience. Think about it this way. The more that folks engage with any given piece of content, the more that piece of content is gonna be seen.

The more that piece of content is seen, the more engagement you’re gonna drive. Just your numbers. The more engagement that’s driven, the more the algorithms are gonna serve up that same content to more folks and get it in front of new audiences, right?

And it creates this snowball effect and this momentum to help you grow your audience organically. The larger your audience is, the more content you’re pushing out, this quality content, the more folks are gonna engage, the larger your audience is gonna be, the more you’re gonna be able to get in front of folks more often, the more you’re gonna be able to drive more engagement, which is going to turn into leads on your end, driving trust. You’re nurturing folks along.

You’d be able to get them to feel comfortable with contacting you as the local expert in real estate. So I mentioned we don’t necessarily want to go viral. A lot of people think, oh, I’m gonna create viral content.

First off, it’s really tough to create viral content pieces. However, if you do create a piece of content, you should make sure that your expectations are aligned with reality. It’s highly unlikely that your content’s gonna go viral.

And that’s a good thing, right? Especially if you’re just getting started. You wanna make sure that the content that’s getting seen by the masses is quality content.

And I’ll get to a formula here in the next slide to talk to you. How do we create quality content? That’s the quality content, before we jump into how, like what is quality content?

It’s content that people are going to see value in and they’re gonna engage with it. That’s content that’s gonna be like, hey, what do I need to know about these certain areas? Or what does the job market look like in this city?

Or what are 10 fun things to do within North Carolina or Charlotte area or whatever it may be, right? You can get really dialed with this content. And this can be video content that you’re creating.

It can be blog posts, listicles. It can be any sort of content. The idea is that you’re creating content that’s getting people engaged and wanting to come back for more.

They’re wanting to share it with others, right? It’s quality. It can be tough though to create quality out the gate.

So there’s a solid formula and I’ve got a great friend who’s in a different industry, but he creates content like a maniac. He, his stuff goes viral. He works with lots of the largest companies in the restaurant space.

His name is Shawn Walchef, if you wanna look him up. One of the things we talked on, I have a podcast that I run. It’s called Local Marketing Lab, where we work with folks to try to get local marketing insights from all sorts of industries.

He tosses around this equation and it’s so valuable. It speaks to quantity of content. So if you’re producing a lot of content and you’re doing so consistently, the algorithms love consistency.

So they’re gonna give you kudos and give a leg up and serving you up in front of other, or more and more folks. If you’re creating content, lots of content consistently. So instead of doing one a week, maybe it’s one a day for three weeks.

Maybe it’s two a day, maybe it’s three a day. And you’re doing so consistently over time algorithms love that. So you’re doing that with speed, you’re creating lots of content.

It could be any type of content. All this is going to do is accelerate your learnings. And all of this will eventually lead to you creating quality content.

Over time, you will be creating content that you are seeing like certain types of content will be more engaging than others. And it’s like, okay, well, my audience loves this type of content. I’m gonna create more of that, right?

And so you’re kind of narrowing into, working your way into finding out what types of content actually resonate with your audience. When you create more of that, then you’re gonna drive even more engagement, even faster, right? You’re accelerating those learnings and you’re gonna be able to grow your audience even faster.

Another way to accelerate your audience growth is to, and we’re gonna do a whole nother session on this, by the way. In two weeks, we have a session on winning with local marketing. We’re gonna bring a lot of those insights that we have from the podcast, as well as some other areas around creating specific types of social content, as well as co-marketing with partnering with others in your local area on content.

But that’s another way, if you think about how am I gonna get in front of as many people as possible with quality content? Well, growing your audience from scratch, it takes the longest. If you could find ways to tap into audiences that already exist, then you’re gonna shortcut that process.

So if you can co-create content with other folks in your area, it could be highlighting local games, it could be highlighting local businesses or events, or telling local stories about other kind of hometown heroes, or just highlighting other folks. All of the folks that you’re highlighting, all the other businesses you’re highlighting, all those folks are gonna have their own audiences on social. So when you create that content, you’re able to tag them, get in front of their audiences, you’re associating them with someone, a figure that they already trust because they’re following them.

So that trust is going to allow folks to trust in what you’re saying, and you will build your audiences and followers by tapping into audiences that already exist. And again, that’s gonna be another session that we’re gonna dive in a lot deeper on that type of content. But for this session, we know that, hey, how else can I tap into audiences that already exist?

On the paid side of things, these platforms do a really good job of setting up filters and allowing you to go after very specific, very targeted audiences that are already out there, right? And that could be based on demographic information, geographic data, it could really be based on all sorts of things that allow you to kind of really segment your audience and spend your dollars in a way that it allows you to build your audience very quickly. If you think of, I think of this problem of like building an audience as it’s a challenge of time versus money.

So if I have a lot of time, I can build a bunch of organic content, I can talk to the organic stuff, right? I can build my audience gradually over time and it’s a solid audience, and they’re faithful viewers of my content, they’re engaged, that’s great. But it doesn’t help if I’m trying to drive leads and engagement now.

So if I have money that I can throw towards the problem, then it helps to shortcut the process, not take as much time, but get my content and my ads in front of those audiences much sooner, right? So it’s a really effective way to drive leads and on social, they’re relatively low cost leads to other channels, but it’s a way for you to drive those leads and build your audiences without requiring as much time.

Now, let me just take a sip real quick because I am parched. All right.

Andy Redington
Just dehydrated, Justin.

Justin Ulrich
Made Andy smile. Hopefully I made some other folks smile, who knows? Let me know in the comments if I made you smile.

So what goes into a campaign? I wanna give visibility into all the different things that are kind of happening behind the scenes. On social campaigns, you have to determine what channels you wanna go after, do I wanna go after on Facebook, on Instagram, on YouTube, on TikTok?

Like what are all the channels that are out there and how do I wanna spend my money? And the different channels have different types of viewership or demographics. If you think like Facebook, maybe a little bit older, right?

It may be parents, you know, 40 plus to grandparents are all on Facebook, but maybe if you wanna go after a younger audience, maybe you’re gonna go after Instagram or TikTok, right? So it just depends on who you’re trying to go after, but channels are important. When you create an ad, you also wanna create multiple ads.

It’s the systems are designed to actually optimize and serve up the content that’s gonna be the greatest likely, have the greatest likelihood to convert. So if I’m giving one ad with one version of copy, one version of imagery, it has no choice but to serve those pieces up. If I’m giving five different versions of image, say 10 versions of copy, 10 headlines, 10 descriptions, right?

It’s gonna be able to piece together different combinations of those different elements in a way that creates the ad that’s the most compelling and is the greatest likelihood of converting. So all those things, I’ll talk to a little bit more of those in a little bit, but there’s the imagery, there’s budget, like how much am I gonna spend? What are my bid settings?

Like over which duration of time, like how much do I wanna spend per day? What are the objectives I’m going after? Am I trying to drive awareness?

Am I trying to drive leads? How long do I wanna have the campaign running for? The longer the campaign runs, the better quality of the leads you’re gonna get.

The more that you’re gonna get, the better ROI you’re gonna get on your spend, right? So what’s the right duration to go after? Where am I gonna be targeting?

What audience? Like how am I gonna segment my audience and go after them? Is it based on demographics?

Is it based on like job type? There’s all sorts of different filters that you can create audiences based off of. Am I retargeting or remarketing to folks that have come to my website where I’ve tagged them with a pixel or a cookie to say, hey, you know, this group of folks has already come to my site.

Let’s continue to hit them with more marketing to try to bring them back and get their information so I can actually capture them as a lead and nurture them. This delivery optimization is what I talked about, like having multiple different options, like what content is gonna serve up and to who. There’s all sorts of things that go into creating the right campaign.

Landing pages, that’s also important, especially on the search side. You wanna make sure that the content aligns with the ads that you’re pushing out. How are you, when you’re capturing the leads, like how are you engaging with them afterward?

Are you setting up funnels, like lead funnels that allow you to capture bite-sized chunks of information from people as they come in? Like it’s very, very complicated. And if you do it like from a world-class marketing perspective, there’s a lot that goes into it.

And that’s why there are people on marketing teams who like, this is their job. This is what they do full-time for companies. So it can get down in the weeds pretty quickly and it can be pretty daunting of a task to try to figure out, especially if you’re not on the marketing side.

I’m trying to give you as much information as possible though so you have at least an idea of things to consider. On the imagery side of things, you want, there’s just a bunch of best practices I’ll go through. You wanna make sure that you’re using high quality, high resolution imagery that also is like visually appealing, right?

You wanna make sure, just like you’re in any of the listings that you have out there, you’re hiring a photographer, they’re coming in, they’re taking great pictures of the home like you wanna be able to leverage those and those solid images on your ads as well. You wanna make sure you have consistent like visual style. So when people start to get a familiarity with you, they’re seeing your same style, your elements are coming through and they’re starting to develop some brand equity there.

So they’re developing trust when they see your things over and over throughout time, you’re nurturing them along with these ads, right? So you’re building trust with your style, with your imagery, with your branding elements. You wanna make sure you have square or vertical images when possible.

If you think of a wide image as very squatty, especially on mobile, on a phone, you’re not really gonna be able to see much of the image there. You wanna make sure you’re filling up as much of the screen as possible because you have that real estate while they’re scrolling. If it’s a very narrow, squatty image, people might scroll right past it.

You wanna make sure you’re using images that are not overly edited or overly filtered, seem natural, but still have that visual appeal, right? You wanna make sure they’re authentic because people toss around that word all the time with social, you wanna make sure you’re being authentic, your content’s authentic. People like real and they can detect whether or not something is phony or a filter or more heavily filtered.

So it turns folks off and also the algorithms also will serve up more authentic content more often than inauthentic stuff. Make sure your images are also not too text heavy, right? You have text in the ads in different places.

We’ll go through right here, but the image itself, you don’t wanna have too much text on it. Now, the way the ads break down, there’s body text up top that has kind of the, where it says, just listed, check out this three bedroom, blah, blah, blah, 125 characters max on that. When you get into more characters than that, it creates a read more.

So it’s not really showing the information unless they click in. So you wanna be able to make sure you have your 125 characters there of your copy and have five different variations that you create. Again, the platforms will serve up the content that it, content combinations that it feels will be the highest likelihood to convert.

So five variations there. In the headline, you wanna, where it says, modern home in Denver, that’s the headline, 25 characters max, five variation there. Just below that description, 25 characters max, five variations there.

Use emojis if you can, especially if it’s part of your brand, if you have more of a fun brand, bring those emojis in because they get people’s attention and they’re engaging. Again, the platform will piece together the combinations to find out which ones are the best for your ad to convert. If you’re using video, great.

47% of consumers watch videos mainly on Facebook. They’ve got a couple other stats here. Four billion video watches on Facebook every day.

So if you’re scrolling, videos are very engaging. They get your attention a lot more quickly than a static image. Just think of your own experience scrolling through and what causes you to stop.

Five million viewers watch 100 million hours of video content on Facebook every day. Again, if you’re not on this platform, you have to be. 85% of videos on Facebook are watched on mute.

So if you don’t have, there’s a couple of best practices here that involve your videos. One of them being, you wanna make sure if you’re saying things that you’re also transcribing them and putting the captions on the video. So if they are watching on mute, say if someone’s sitting at work at their desk or something like that and they’re scrolling, they don’t want the audio blaring out, but you still want them to get the message, make sure that your videos have the transcriptions on there.

The first three to five seconds are most important. That’s what’s gonna get someone’s attention and get them to the next block of seconds. And the longer, if you look at any analytics on like Facebook or any social videos, you’ll see that it almost inevitably is going, the attention goes downward the longer the video goes on because people just don’t watch the whole thing, right?

It’s very likely that majority of folks are not gonna make it all the way through your video. If you think about it in blocks of time, your first three to five seconds is extremely important and your next three to five seconds is also very important. But if you have stuff that’s not as important, keep that stuff towards the end.

Make sure your key takeaway is upfront. You wanna have any branding elements that you can include on here that also give that, start to build that brand equity, just like we talked about with your static images. You wanna make sure you have those elements on there.

Vertical or square aspect ratio, again, cover most of the screen because we talked about how squatty ones can just get scrolled past. Text, graphics, captions, you wanna make sure you have those things that show up on the video so people can actually read if the sound is off. A good rule of thumb could also be, just like you’re doing, this presentation probably isn’t the best example because there’s a lot of text on the screen, but if you’re doing, presenting something, you just wanna have a couple bullet points, a couple of little key words on there.

You could do that instead of maybe even transcribing the whole thing if you have a lot of rambling or talking through on the videos that you’re putting out there. Just highlight the key items. Just like it says here, you just have a couple of bullets on the screen that highlight the key items in a quick couple seconds that have to do with that listing.

Now, I get asked this all the time. How much do we spend? How long do we run campaigns for?

It all just depends. Right? Folks can spend $100 a month on an ad.

They could spend a couple thousand a month, and we have folks that do both. Right? We’ve got a partner that recently had some stats that they did a lot of analysis on the campaigns that they were running, and they had, if they were spending $2,300 or more a month, which may sound like a lot, but there are plenty of folks out there who spend that, they have a 91% likelihood to be positive ROI on that ad spend.

The more you spend on ads, the greater likelihood you have of generating a positive ROI. That’s because you’re giving the platforms more money to play with to try to dial in the audiences and get to the folks that they recognize, that the AI will recognize, as the highest likelihood to convert. So you gotta be able to put some money into it.

And then the other piece is the duration of your ad. The longer you have, like we always recommend minimum three months, because you wanna make sure, for the first two weeks, you’re going through a learning process, just the initial process on the ad itself, on the campaign itself. But after that, it’s constantly learning.

If you use a platform like DCB, we’re actually feeding in data on the lead quality for the leads that are coming in. So we’re constantly giving real time feedback back to the platforms to ensure that they’re getting even better quality leads coming in. But you wanna think about like, okay, if you were to break it down to, hey, I wanna get 10 leads.

Well, if the industry standard’s about 20 to $30 per lead, then that would tell me I need to spend about two to $300 a month if I wanna get 10 leads every month. That’s just industry standard. Now, great news for you.

What if I told you that there was a thing that you could do to decrease your CPL, your cost per lead from that industry standard being 20 to $30 per lead, decrease that by more than 50%. Would you do it? I would venture to guess, yes, you probably would.

The system that Side has in place, Andy, and I’ll bring you back up on stage because I’ll have you present a little bit. So we help power the Digital Campaign Builder that Side, it’s a tool that you already have available. We talked about this a little bit in the last session, that the campaigns that we have set up through Side because we’re able to gather learnings from every Side user who’s running campaigns.

We’re able to take all that information and feed it back into the platforms as well as into our own tech through a team of AI agents that we have that are constantly working. They’re like data scientists crunching the numbers to get the best quality leads. We’re actually able to get the cost per lead on average just on our listing ads that we run through Digital Campaign Builder, that’s down to like $9.28 per lead as opposed to the industry standard of $20 to $30 per lead.

And the cool thing is not only do we drive the cost per lead down, but our system is also, because we wanna keep those costs low, but we’re also increasing quality of those leads. So you’re spending less on leads that are better quality. So with that, I’m gonna turn things over to Andy to kind of give a quick demo of DCB just to show you real fast, like all of these things that we talk about that are going on behind the scenes with Facebook ads and Instagram ads, basically any ads you run across social, it’s all very complex.

There’s a lot to do. I watched a couple when I was prepping for this, I watched a couple of videos from some other industry pros in real estate, and they were like walking through how to create an ad in Facebook, create an ad in Google. And these videos are a half hour to 45 minutes long.

And this is from a pro that knows where to click and what to do. And I’ve gone through, like I mentioned on the other session just as a marketing leader, I’ve always, on the paid side of things, I’ve always handed it off to the agency because it’s just, if you’re not doing it every day, it’s extremely difficult and it’s daunting. And it’s like, I can focus on other things, let someone else handle my paid stuff.

This tool here actually allows you to do it with world-class technology that it’s literally the same tech that’s powering all the big platforms, the big tech platforms like Realtor.com, like some of the biggest real estate agencies out there. And you have access to it for free. All you have to do is that the money you pay is on what you’re spending on the marketing.

So I’m gonna let Andy go ahead and we’ll share his screen so that he can take you through how easy it is to launch one of these campaigns.

Andy Redington
Awesome, thank you, Justin. All right, so hopefully you all have seen this before. If you have not, please feel free to go check out Digital Campaign Builder, super powerful tool, as Justin mentioned, just a couple of clicks to get these programs up and running and start driving business.

There are a couple of kind of admin things I did wanna touch on real quick before I go into the blueprints here, the different programs that you can set up. So one thing I wanted to call out here, if you click this little icon on the top right, there is this My Account. I recommend if you’re logging in for the first time, or if you haven’t set this up yet, go ahead and check out this section.

There’s a couple of things in here. You can add your credit card for the billing details. You can set up some notification preferences from the product.

But this is the one I really wanted to call out is your lead alert preferences. This, you can actually add as many emails as you want to receive notifications when those leads come into the system. Also, through follow-up boss, what they call lead parsing email.

But if you have an email associated with your follow-up boss account, you can add that here. What happens is when the lead comes in, it’ll actually go directly into your follow-up boss account and then you can put that into a nurturing sequence and build action plans around that. So recommend going in here, adding that email.

It should be in here by default, but I always recommend just go in, double check, add any other emails, maybe a personal email just so you have visibility there. We also do have these auto responders. So you can turn these on, you can edit the email subject line and the body here, and then also for SMS. What that does is when a lead comes in, it’ll auto respond to the user that submitted the lead and just say, hey, thanks for your interest. You know, we’ll be in touch. So going back to Justin’s, I think last webinar, speed to lead, that’s how you really get business. They say within the first five minutes, reach out as soon as possible.

This is a great way just to get contact with that user through the auto responses. And then going to the navigation here. So we call these quick starts and up top here, we have different filters for different objectives.

So these are just quick and easy ways. If you wanna look at the blueprints that generate leads, you can click on that, it’ll filter it down. If you wanna look at blueprints that generate traffic to your website, you can click on that.

If you wanna look at brand awareness, you can click on that. And then Justin touched on co-marketing, that’s the blueprint that will support that.

And then going over to the navigation here, you have your dashboard that you’re looking at now with all your tiles. You have your programs. These are gonna be the actual orders that you’ve run.

So, you know, I’m just in like a Evocalize kind of test account right now. So it’s not real data per se, but if I click into this, you know, this would be a co-marketing ad that, you know, we would have run. You can see a preview of the ad.

You can see all the performance as that starts to pull through. And you can see all the leads that come in through that ad in a table down here. Automations is for the founders.

That’s a way to go ahead and you have the little quick automation here. So you can just say, hey, I wanna create an automation for every active listing. So for the founders, you know, all the associates on the team, the listings will auto-create.

It’s just like a programmatic way to kind of set it and forget it. And you can just schedule to publish an ad for, you know, two weeks for 50 bucks for every new listing that comes online. So really powerful tool there for the founders.

And we are exploring, you know, opportunities with Side to potentially get this to the agent level. So the agent can just run automations for their own listings. I already touched on leads, but this would be a good spot to go check all the leads that are coming into your program.

Justin did talk about the lead intelligence as well. So with that lead intelligence, you know, we can use all of our data models and AI to predict purchase intent and from different data signals, user behavior, learn who converts, find similar audiences, look at contactability scores, you know, score these leads and really optimize the targeting and the AI to increase lead quality there. So if you go into your leads, you’ll see a thumbs up and thumbs down.

I recommend you score those leads. It’s just one other signal that we can pipe into our data models and machine learning to go out and find higher quality leads for everybody. The last few items here, and then I’ll jump into the fun stuff.

We do have this assets folder. This is where you can actually go in and you can upload an audience. So if you have, you know, something you wanna pull out of your CRM, you can just upload a CSV and you can leverage that across these blueprints for targeting purposes.

You can go upload, you know, different creative into your media library. You can look at different partners that you’re co-marketing with. And if you do have a personal Facebook page that you really wanna go link, you can do that here as well.

The last one or second to last is gonna be resources. Side has provided a lot of good resources from their knowledge base. So you can go here and look at some different best practices.

We’ll actually probably get a lot of these webinars up in the resources as well. So you can kind of go watch those on demand and then just the support information. There’s an FAQ doc for the associates and the founders to go check that out as well.

All right, now the fun stuff. Going into the actual program creation here within these quick start tiles that we call blueprints. So I’ll go through them high level, just kind of what they do.

And then I’ll go into an actual blueprint here to show you how to create an ad. So we’ve got the single property ad. This is gonna be your single property promotion ad, right?

You get a listing, you wanna go advertise it. You wanna select one specific listing. This is great to do that.

You put some money behind it, you start generating leads, start showing the property, great way to move the needle for the business. This automated multi-property ads, this is for the founders. This is gonna be a catalog of all the listings on the team.

And what this will do is it’ll run on a subscription and it’ll optimize the listings in the carousel. And it’ll deliver those to different users that have shown behavior, different signals that they may be interested in different properties. So different users will see different properties from the catalog based on their intent to purchase.

So for founders, I recommend checking this out because it’s a great way to just kind of always on, get those listings out there, drive those leads for your team. Then we have a couple of recruiting blueprints here for agent recruiting. One, you can leverage a kind of a national list that Side has provided.

The other one here, you can upload an audience and go out and build your teams through different recruiting type of ads. Then we have retargeting. This is a really popular one.

Again, you can leverage your audience from both uploading that CSV file, leveraging the pixel on your website to build the audience over time. And then you’re serving those ads specifically to those users that are in your list. So a great way to get in front of users that you may have worked with in the past or maybe it was kind of a soft lead and take some nurturing, kind of get in front of them, put them in a retargeting pool and go after them that way.

Then we have branding for general brand awareness. You know, this is gonna go across all of the Google display properties. So all their kind of programmatic inventory across the web, across millions of websites, as well as meta.

And I should call that out. These little icons will show where the ad will place, you know, Instagram, Facebook, Google. Then we have Google search.

So that’s gonna be, you know, kind of the right message to the right person at the right time. So if you’re ever going to Google, you know, Justin used a Zappos reference last time, you’re searching for shoes, you’ll probably see an ad for Zappos, right? At the top of the search results there.

Same thing for real estate. If you’re looking for, you know, real estate in Denver or homes for sale near me, we’re bidding on all those terms. We built a very robust, sophisticated search program on the backend.

So you don’t have to do anything from the setup perspective. You simply add a budget, check out and we’ll run those search campaigns, drive that really low funnel, high intent, high quality leads for people who are actively searching at the time and are ready to, you know, connect with a real estate agent, look at properties. So Google search tends to be slightly higher on the cost per lead, but it’s very low funnel and will drive really high quality leads for people who are very interested because they’re actively searching.

Then we have the event ad. So this is a way to just, you know, generate buzz for upcoming events, whether you want to promote an open house or a little league game that you’re sponsoring in your community, just a great way to get your brand out there and you can go and kind of DIY, you know, build that ad as you see fit. And then the last one here is the video ad.

This was actually a testimonial from Holly Winkle on the last webinar. She saw a great success with this, over 40 leads come through the video ads. And this is simply you just uploading a video as the creative and publishing the ad that way.

So that’s just kind of the holistic view of the dashboard and all the different blueprints based on the objective to help your business, you know, help sell, buy homes, you know, help your clients out. So now I’m going to go into the single property ad and show you the actual workflow to place an order and publish this program out there. So you simply just need to click into the blueprint tile here, and you’ll see that you have all of your listings down here in this catalog.

So we have a really quick and easy way to search and find your listing. So if you are on a team and there’s a lot of listings in here, and it’s like, ah, I don’t know how to, you know, find my listing that I want to promote. You can search by address, MLS ID, the status, whether it’s active or sold.

You can look at zip, city, state. So in this case, let’s say I wanted to, you know, advertise a property in Houston. I can simply search for Houston here.

It’ll then just filter down to all of my Houston properties. Okay, I want to promote this one in Mount Pleasant. You simply just have to click on the listing you want to promote, and you’ll see over here that your actual ad preview will pull in all the content that’s associated with that listing.

So right now it’s actually pretty much ready to go, but if you wanted, you do have the ability to go in. You can add more images, turn it into a carousel. So if you click on that, you can go, you can select multiple images here, and it will turn your single image ad into a carousel ad, and you’ll be able to see that over here.

It now is pulling in all the different images for that property. You can also go upload a video if you did want to have a video for your property, if you had a cool drone video, something like that. So you can kind of select the medium there for the media and, you know, select that.

You can go through, again, this is pretty much already ready to publish as is, but if you want, you can go in here and you can type in whatever you want. So you can say, hey, site is the best, yay, yay, yay, and you’ll see over here in the ad preview that it’ll actually, oh, I put in too much, I was too excited, and you can see in the ad preview here that it’ll reflect what you’re typing in. We also have these little dynamic chips.

So again, if you put in, you know, city, it’ll say site is the best and then it’ll pull in Houston, right? So you can leverage the different chips from the MLS or you can type in whatever you want here. The headline, we’ve got that address chip and that listing price chip, and you can see down here, address and listing price.

So this is already out of the box, ready to go, but again, if you want to add some flavor, customize a copy, feel free to do so. Then you go down and you select your targeting. So right now it’s targeting, you know, a location around the listing.

If you want, you can go ahead and add multiple targeting geos here. So if you want to target multiple areas, zip codes around the property, feel free to do so, and it’ll show you on the map, the radius around the targeted location. So right now we’re doing 15 miles.

Let’s say we want to bring that out to, you know, 23 miles. Now you can really look and see, okay, I’m covering part of Katy, Sugar Land. I’m going to pull that in a little bit, just a good visual to see where your ads are going to be served.

And the way that, you know, Meta will work in this scenario is it’ll try to serve that ad to users that are physically within that radius that you’re seeing on the map there. So that way you’re not getting leads from areas where they’re too far away and, you know, they may not be as valuable of a lead for you. You also have the option to select an audience here.

So if you wanted to, again, upload a retargeting audience from your CRM, you have the ability to go in, you can select, you know, I want to upload my follow-up boss leads. You can select this and it will add that as a retargeting audience to the program. The last thing here, or sorry, second to last thing is for branding on the ad as well.

Right now, this is a requirement. Actually soon enough, this will just be optional. If you choose that you don’t want to brand your ad with your headshot or anything, no worries.

We’ll just make this optional for you guys. But in my environment right now, it is set up as required. So we’ll pick this goofy looking guy.

Justin Ulrich
Oh, look at that face. Look at that face.

Andy Redington
Yeah, so let’s go ahead and pick that. Again, apologies for the images. This is just random media.

That’s in my random account here. So you got Justin’s beautiful mug as a headshot. That’s definitely gonna sell a lot of houses.

You can have your little company logo there. You can put in your brokerage name. I’m just making stuff up for the demo purpose.

Your license number, your phone number. This will all populate on the ad as an overlay just to get more brand recognition. Get your face out there, get your brand out there, get your brokerage out there, and just allow more contactability by having your contact info as well.

Then you can go in, put in your website here. So if you want to drive them to your luxury presence page, you can feel free to type in whatever you would like in this section. I’ll just do side.com, because it’s easy. And then we just have a little disclosure just saying, hey, you’re agreeing to consent to the budget once you set that, and your credit card will be charged when you purchase the program. So that’s really it from the configuration. Again, I went a little in depth because I want to show you all the images and I updated the copy.

But if you actually went in and just selected a listing, everything’s pre-built for you. You simply have to just go down here and put in your website and proceed to the last step. But I did want to call out, if you want to customize this, feel free.

So then you go to the last step here. This is where you do have the ability today to invite a co-marketing partner. So as Justin alluded to, this really strengthens partnerships.

You can network with trusted loan officers to co-market within your area, split those costs 50-50. Both parties will contribute equally, maintaining RESPA compliance. You can share those leads.

So those co-branded campaigns will automatically share leads with you, the associate, as well as the loan officer, loan originator. And to do that, very easy. You simply just say, hey, I want to invite a co-marketing partner to co-fund this program with me.

So I’m going to invite myself. And I’m going to say, hey, join my co-marketing program. Confirm.

And what that will do is it’ll trigger an invite. And we may even have a separate standalone webinar around co-marketing, because there’s so much to talk about and it’s so cool. But I just want to give you a little sneak peek here.

You’ll see if you invite a co-marketing partner that it’ll have a little placeholder. Once the other partner accepts, the loan officer accepts the invite, they’ll actually upload their own headshot and their own information. So you’ll see that populate in the ad preview once they accept the invite.

They have five days to accept. If they decline, you won’t be charged for anything that the program just won’t launch. Once they accept, then the program will go live.

So just want to give you a little sneak peek of co-marketing. But yeah, as Justin mentioned, we’ll have kind of a standalone deep dive into co-marketing, because it’s so powerful and there’s so much you can do with it. Cool.

And then outside of that, you can set your duration. In the agency world, we call this like a flight date, but you can just set the duration of the ad. So you want to run it for two weeks, you want to run it for three days.

You can really go and you can set that as you see fit. So we’ve had questions, how long to run the ads? We’ll have better recommendations.

We’re pulling a lot of data and we can add that to the resources. But one recommendation is just really understanding your market and how fast houses are selling. Is it three to four weeks?

Is it maybe six to eight weeks? But that should kind of be your guiding light as far as how long do you want to advertise the property? You always have the ability to go and extend and run more ads.

So it’s not the end of the world if the ad wraps up its duration and it doesn’t sell, you can keep promoting it. In this case, let’s just do the two weeks. Set your budget here.

So we have a slider to make it easy or you can just go ahead and type it in here. And it’ll calculate your daily spend based on the duration of the program. Last thing is just adding your credit card.

Again, that can be set up in the My Account details or you can just do it right here. So add the credit card and then you check out, you just click Purchase. So the demo I just did is a lot longer than it actually takes because again, going back, you simply just need to go in here, find your property, select it, all the copy, everything’s already pre-generated for you and then you go and check out.

It really is just a couple of clicks and you’re off to the races there. Yeah, so super powerful tool that Side has really invested in with Evocalize to give you guys everything that the portals are doing as Justin talked about in the last webinar. This is taking control of your own demand generation.

You simply have to click a few buttons. These are baked in with all best practices, all the optimizations, all the lead intelligence. We have performance team monitoring things every day.

We’re constantly making updates, making sure that these are successful campaigns and we’re really just driving performance for your business. So again, if you haven’t used it, please go check it out. Super easy to use.

We’ve seen really, really strong results on this single property ad blueprint that I walk through in more detail. We’re seeing around a $9 cost per lead and around a 17% conversion rate, which is absolutely incredible. That means if 100 people clicked on your ad, 17 of them are submitting a lead.

They wanna be contacted. They wanna go check out that property and that lead’s only coming in at nine bucks. So a lot more affordable than buying those leads from other resellers and whatnot.

The last thing I’ll add just for time sensitivity because I can’t really go into all of these, but this whole flow that I went through with single property ad, very, very similar with all of these. This one, you select a property, but for some of these other ones, like if I wanted to create an event ad, you can click into that. And this will be kind of just a DIY.

You can just upload your own images. You can add your own copy, select your targeting. They’re all gonna be very similar flows.

It’s just really dependent on the objective and kind of what the ad type is. But once you get used to doing one ad, you’ll be able to do all of them in just a couple of clicks, no problem.

Justin Ulrich
Perfect. I think that we’re coming up on time. We don’t really have too many questions, but real quick, Andy, I’m just gonna swap screens here.

Yeah. I showed this in the last session. This is some quick just success story that we had with Holly Winkler, who she basically ran that video ad that Andy showed.

Not too much money thrown at it. She was able to generate 40 plus leads. We have cases like this all the time.

It’s just that Holly is the one slide that I have created. But maybe I’ll create another one for the next go around. But lots of success that we have with Side agents.

We’ve got our Robin, oh, sorry. Here’s some other success metrics that we have with some of our other partners. We’re driving click-through rates much higher.

We’re driving cost per leads. We’re driving revenue per click-through rates way lower. All the metrics that we look at from an ad perspective, we’re improving.

And that’s not just because we have world-class campaigns and programs that are pulled together, but it’s the technology and how we’re actually publishing and pushing out and feeding back signals back into the systems to drive better quality leads over time. So I mentioned earlier, an entire team of AI agents that are doing this for us. And it’s all proprietary tech that is baked right into DCB, which everyone here has access to.

So I would highly encourage you, again, if you haven’t done so, go check out DCB. I got the link right there. I just posted the link in the comments as well.

Check it out, click around. You can actually see how easy it is for you to create your own. Again, Andy went back through it at the end to show without all the explanation how easy it is.

Doing it yourself is just, it’s eye-opening. I know that we had a comment earlier from Allison saying that Facebook is unbelievably difficult. And it is, but we make it super easy because in the backside of all this, all the variations of the campaigns, everything that we talked about, all the variations for it, it’s doing it all automatically behind the scenes.

So you just kind of set it up once and go and you can launch these things in just a couple of clicks. If you do want someone to walk you through it personally, walk your team through it, the link there with the QR code, if you scan that, you could set up time with Robin on our team. His job is to get Side agents up and running with this product.

So he’s already had appointments with over 250 folks on the side. And that’s individuals and entire teams. So if you want, schedule time with Robin, he could walk you through, get your program set up.

He’s super helpful and he’s kind of cool. It won’t be a waste of your time. So unlike Andy, Robin’s actually really cool. That’s a good dig on Andy. With that, we’ll go ahead and just scan for some quick questions here to answer. Do recruiting ads auto-populate like the listing ads?

Andy Redington
Yeah. Yeah, so the retargeting ad will simply have the creative that you want in the ad and the audience that you upload to the ad. I can share real quick here, Justin, if you’d like.

Justin Ulrich
Yeah, just real fast. I’ll add you to the stage here. Cause I know that we’re coming up on time here.

Andy Redington
Yeah, yeah. So this is the retargeting ad. You simply can just go through, select if you want the custom audience or the custom and pixel audience, which will pull them for your website.

Select your audience. And then this is where you can go through and you can add the text and the headline and upload the image for the ad creative. Real quick while I’m in here, I’ll show you the lead scoring and I’ll also show you some data, right?

So in this video ad, 35 leads came through, but you go down into the leads for this program or into the leads table here. Here’s the rating to say, hey, this lead was great. This lead was bad.

This trains all of the AI behind the scenes with our lead intelligence with hundreds of thousands of other signals that we’re getting with different scores and contactability and everything. So I just want to call that out as well.

Justin Ulrich
Awesome. Yeah, Leslie Johnson, give a quick shout out here. He’s in real time.

He and Alison jumped over into DCB and it was much easier to do in the platform than it was on its own. It’s true. And the cool thing is you set up some of these programs and it’s creating it in Facebook and in Instagram and the Google ad.

And you’re just doing it once in one place and it’s doing everything behind the scenes. It’s super, super easy to use. Any sense of, I don’t know if, oh, would it possible, let’s see, I’m trying to answer Jamie’s question.

Would it be possible to get access or some success stories? Yeah, we can pull together some other ones other than Alison. We do have another one with another user.

He’s the founder at Coast and Company Real Estate. His testimonial basically, he just says getting an ad off the ground in DCB couldn’t be any easier. It takes just five minutes.

You just have to pick your listing and the photos from the list, update the text and you’re done. He says he loves it. But we can pull together some other stats and maybe some Side-wide stats to share with the group as well.

I think it’ll be helpful. Let’s see here. What qualifies as a lead?

Andy Redington
Yeah, so, do you want me to take this one, Justin? Yeah, go for it, go for it. Yeah, so for the single property ad, for example, you’re promoting a property.

Someone will be scrolling through Facebook, they’ll see the beautiful home. They’ll be like, oh, wow, I wanna contact the agent here. I wanna go check that property out.

They’ll click on the ad and a lead form will drop down in the ad itself. And they’ll put in their information, their name, last name, phone number to be contacted. They’ll submit that lead form.

That will go directly into our system for you to score the lead. It’ll go into followup boss for you. It’ll go to a personal email if you set up your lead preferences in the platform.

But that’s a lead. It’s a user submitting the lead on the property itself saying, I wanna be contacted cause I’m very interested in this property. The other form of a lead would be likely on your luxury presence page.

If you have a lead form there that you’re sending traffic to and a user can go fill out information and submit that lead, that will also generate a lead. So there’s in-channel leads and then there’s kind of the offsite landing page leads. But the single property ad that I walked through, that’s gonna be the meta in-channel lead form.

And someone has to go submit that and that’s what we consider a lead or contact.

Justin Ulrich
Awesome. I know, Andy, we touched on the ad. We just went through another ad type, not recruiting, but retargeting.

One, we did have a question that came through around recruiting ads specifically. Do those auto-populate or is that something that they have to upload their own content into?

Andy Redington
Yeah, so that will be, they would just add their text in a headline because typically we want it to be in the voice of whoever’s doing the recruiting, the kind of the voice of the team in that scenario. So just kind of, they can type it in there.

Justin Ulrich
But the same ease of use though, it’s just the fields. You just fill it in there in the screen, add your image and you’re good to go. Two fields, yep.

Let’s see, we got time probably for one more. Can you share about creating audiences in DCB? Like how beneficial is it to use audiences?

Andy Redington
Yeah, so again, I know we’re at time, but if you wanna real quick, Justin, I could, maybe we’re out of time here. Yeah, that’s fine.

Justin Ulrich
So basically it is that the more that you can, you can add your own audiences to the audiences that already exist within the blueprint and it just helps the ad get more and more dialed, right? To go after specific audiences.

Andy Redington
If you wanna show my screen real quick, it’s really easy. It’s under assets. There’s audiences.

You simply just click add an audience and then you upload a CSV. It gives an example of a template of the format, but it’s just what would come out of your CRM. There you can leverage it across all the different ads to go retarget those users.

So yeah, really powerful to get in front of them. If you had a lead come through, they never closed and you wanna kind of get back in front of that prospect, you can add them into the retargeting pool and then go serve ads and target them.

Justin Ulrich
Perfect. With that, if there’s any other questions, we’ll go ahead and get to them in the comments offline. Thank you so much, everybody, for joining.

We had a full, full house today. If you have any questions at all, feel free to ask them in the comments. And again, if you wanna get any time with our team, we can talk you through the platform, show you how to do anything.

Just go ahead and snag that code. Get time set up with Robin. Otherwise, check out Digital Campaign Builder for yourself and just see how easy it is.

We’ll see you next week. We’re gonna be talking about Google ads that convert and showing you best practices on those and how you can develop solid Google ads there. Thanks again for your time.

Have an awesome week.