We were fortunate in being able to have nationally renowned real estate coach and consultant Jon Cheplak as a guest on our latest episode of the “Michael Meier Show for Real Estate Rockstars.” With over 20 years of practical, applied and results-measured experience, Jon helps his clientele of the nation’s top real estate firms increase agent productivity, population and company profitability.
In this episode we discussed some strategies for real estate professionals to use Facebook marketing in a way that yields favorable returns on investments of time, money and energy. Just like going to the gym, you have to take all of the coaching, teaching and training and actually apply them to get good results.
Capture the Principles
The No. 1 thing you should take away from this episode is that “Everyone wants to buy, but no one wants to be sold.” Don’t overcomplicate the process of Facebook marketing. If something works for you, stick with it. If it doesn’t, try something new.
Know Your Audience
At any given moment, approximately 95 percent of people you’re connected with on Facebook are in the “indifferent” stage and have no intent to buy, rent or sell. On the other hand, just 5 percent are in the “consideration” phase or do have intent to buy, rent or sell. So what often happens is that we say the right things to the wrong people and the wrong things to the right people.
With the majority of people being indifferent, stay away from being too salesy and pushing people to buy, rent or sell from you. You have to be careful not to annoy those in the indifferent phase, because not only are they the majority but they also have the option of unfollowing you and moving away from your message. Instead focus on the content. Content amplification is outperforming conversion ads anyway.
Google vs. Facebook
If someone’s in the market to buy a home, they won’t turn to Facebook. They’ll go on Google with intent to take action and buy a home because Google is a “seeker” platform.
Facebook is an “interrupter” platform. The biggest objective for real estate professionals with Facebook is to get the viewer to stop scrolling and engage. Although people don’t go to Facebook to buy, rent or sell, they themselves will eventually become the buyer, renter or seller. So it’s wise to use Facebook as a lead generator and in a way that’s information gathering.
Create Scroll-Stopping Videos
The way to get those leads to interact is to share engaging content:
- Ask a question
- Make a bold statement
- Include movement
Some of the most successful videos we’ve seen followers interact with are the videos that involve a lot of movement. For example, MEIER Real Estate broker and owner Michael Meier often does quick MEIER Minute educational videos in Times Square. All the movement, the noise, the visuals … it’s interesting and eye-catching; and people will stop and click to find out what’s going on.
Keep in mind that you don’t have to hire a professional production crew to film and edit these videos. In fact, we advise against it. According to Jon Chaplak, “Walkaround videos are king.” As long as you are authentic, the quality of your video doesn’t matter. Show up as you are and feel free to bring attention to any mistakes or errors. The goal is to humanize your potential consumer’s experience and create a connection. People generally buy with emotion and justify with logic.
Experiential Marketing vs. Math Marketing
Try to shy away from the scripts and dialogue you’ve learned and focus on the experience and the connection you make with your followers. Know and pull from those skills, but focus more on the human aspect when posting content on Facebook. That’s what Experiential Marketing is all about.
Look at reality television, for example. People love to watch the Kardashians and shows like “The Bachelor” because they feel like they can get to know these people and relate to some of their experiences. The same goes for marketing on Facebook. Get your followers to know who you are as a person and take them along your journey. The conscious brain thinks and connects in a social way — use that to your advantage. Be real and the right people will like and connect with you for who you are.
According to Jon Cheplak, approximately 100 million people log onto Facebook every night between the hours of 8 and 10 p.m., whereas approximately 52 million watch a Super Bowl ad. Why would you use Math Marketing and spend lots of money to run your ad when you can instead spend a smaller amount to boost a post and reach a larger audience?
Iconic Recall & Echoic Recall
Iconic Recall is what we see or read. It takes approximately 1 second for what you see or read to dissipate. Echoic Recall is what we hear. It takes approximately 5 seconds for what you hear to dissipate. Combining some level of iconic recall will instantly increase your content to stay top of mind by 500 percent.
As long as your content includes information, visuals as well as audio, people will engage. If you’re camera-shy, try starting off with educational slides and slowly move into face-to-camera until you get comfortable. But try to get there eventually. The elements of personal communication rely on it and can be broken down as follows:
- 7 percent = spoken words
- 38 percent = voice and tone
- 55 percent = body language
The person who doesn’t bother with social media marketing and just sticks to cold calling is losing 55 percent of personal communication with their potential client because body language isn’t included. The best way to encompass all elements of communication is with video.
Make Deposits Into Your Business Equity Relations Account
The best performing ad is the one that looks least like an ad. Think of it as if you’re making deposits into your business equity relations account. Everyone else is trying to get money out of the ATM machine and can’t figure out why they can’t get the business. It’s because they haven’t made deposits in the form of information and expertise. Lead a conversation with your audience. Find a common ground with your network. Interview local businesses. Share information about the market. The more you share, people will start to rally behind you, trust you and start to work with you.
The Law of Fair Exchange states that when you do something for someone else, you feel more comfortable asking for something in return. And the Law of Reciprocity states that when you do something for someone, they’ll feel obligated to do something in return. So share knowledge with your audience, be who you are and you’ll eventually start to see success.
Have any questions about the industry or looking for advice on your social media goals? Want to recommend someone you think could add value to our show? We’d love to hear from you! Contact us at Info@MeierRealEstate.com or visit our website at www.MichaelMeierNYC.com.
Watch the full show here: Simple Six-Digit Facebook Strategies
Don’t have time? Watch the highlights below:
Make sure to tune in every Thursday at 4:30 p.m. for new guests on the “Michael Meier Show for Real Estate Rockstars”!