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The Ultimate

Digital Marketing Plan 

for Real Estate Agents and Teams

At Curaytor, we live and breathe digital marketing. At this point, it's fair to call us digital marketing experts. You live and breathe real estate, making you the expert. Being great at what you do is the reason you're successful. Since you're not an expert at digital marketing, you need a plan. That's why we're going to show you exactly how we come up with our digital marketing plans at Curaytor - and how they work.


A goal without a plan is just a wish.”

- Antoine de Saint-Exupéry

what's the goal?

It's time to break the vicious cycle. When you're not busy with real estate deals, you focus on marketing. Once that round of marketing works, you get busy... and don't have time to keep marketing. Once you're done with those deals, you're not busy and there aren't more leads ready to work with you, because you haven't been marketing. 

It's time to break that cycle. Having a marketing plan that you can execute every single week is essential. Having a plan that only takes 10 minutes to execute will keep you from falling back into the vicious cycle. But what should that plan do? How do you know what to focus on? There are 4 core aspects every good marketing plan touches on to create predictable revenue.


grow your database

improve your lead conversion

increase your referrals

Grow your brand on social media

“In the absence of a brand, the cheapest wins.

- jimmy mackin

who's your audience?

The first step of execution is who. Who are you actually targeting? 

The key to this crucial first step is relevancy. You can provide relevant content by segmenting your audience. There are sellers who are serious about selling right now, there are sellers who will be selling in the next 8-12 months, and there are sellers who won't sell their home for another 2-5 years. The key is providing them with information relevant to their stage in the journey. The same idea goes for buyers.

past clients & Sphere

Buyers

Sellers

If your marketing message tries to appeal to everyone in your database, you'll be ignored.

A problem that exists in real estate marketing right now is the heavy focus on buyer content, but if you ask any real estate agent where most of their business comes from, they'll most likely say, "sellers and past clients." So why is 95% of your content focused on buyers? If you only go after buyers, your marketing is always going to suck, and you'll look desperate for business.

Get granular on the actual lists to build vs all when you actually do marketing consistently you do not have to spray and pray, you can use a scalpel and be a surgeon, attract don’t chase.

“Most real estate agents online are either invisible or cheesy.

- chris smith

Why Should You Market Your Business?


126%

more lead growth is attributed to small businesses with blogs compared to small businesses without. 

(Content Marketing Institute)

3X

more leads are generated through content marketing than traditional marketing.

(Demandmetric, 2016)

6X

higher conversion rates for companies and brands using content marketing than those that aren’t.

(Aberdeen Group)

where should you post?

In a word? Everywhere. Omnichannel marketing works. But only if you do it right.

You can market the same thing, but tailoring your message for each social channel is what will make it successful. For example: what makes a great tweet doesn't make a great LinkedIn post. 

So how do you make your content relevant on LinkedIn? You'll want to use a more researched-focused approach by including stats and data. What about Instagram and Twitter? Using hashtags and tagging brands or people you featured in the post are ways to increase engagement on those platforms.

Pro-Tip: One of the biggest mistakes right now is that people are playing too much on their spokes, and not enough on their hub. 

Long-form blog posts generate nine times more leads than short-form blog posts.”
(Curata)

Blog post

Facebook profile & page

email drip & blast

instagram Story & Post

twitter

linkedin

how often?

When it comes to marketing, momentum matters. The perfect digital marketing plan includes weekly content, plus listing promotions for all life cycles (coming soon, just listed, open house, just sold).  

At Curaytor, we follow the Bill Belichick mentality: no weeks off. Consistency is essential! We do, however, encourage doubling down on the content you've created with an ICYMI (in case you missed it) email that reminds your existing database of all the great content they might have missed. Take the week to then add all that content into your drip campaigns to keep it fresh and updated.


“Those first few fans, followers, links, shares, whatever it is, pieces of content, they're incredibly hard to get going. But after that wheel starts turning, I push just as much as I pushed in the beginning, and the wheel goes much, much faster. It's self-reinforcing.

- Rand Fishkin "Whiteboard Friday"

What real estate content should you post?

Like we said before, the "perfect marketing month" consists of 3 out of 4 weeks targeting sellers or past clients and 1 out of 4 weeks targeting buyers, all the while promoting your listings. We encourage 1 buyer campaign each month since we know that real estate agents don't always have listings.

Pro-Tip: Sending seller related content to your buyer leads isn't a mistake. Most buyers in your area need to sell before they buy, so why not ask them that question? It will qualify them right away and you'll know what bucket they fall into.

Pro-Tip: Google Trends can help you nail the timing of holiday or event based marketing. For example, Father's Day is coming up. Type "father's day" into Google Trends and look at the past 5 years. There's a huge spike every year around the 15-25. You'd want to run your campaign the week before the spike to maximize these results.

The Listing Life cycle

We recommend targeting sellers or past clients & sphere for 3 out of 4 weeks of the month. In addition to these campaigns, you should also be marketing every single listing you get, for each stage in the listing life cycle.

Coming Soon

Before you even list the home for sale, you can build a buzz with a "coming soon" campaign, since everyone wants to be the first to know about anything, especially a potential new home. Giving your email database first access might even get the home sold before listing, and can start a conversation about what potential buyers in your database are looking for. Your database will also be thankful for the chance to get a sneak peek. 

just listed

As soon as the home is on the market, you can start the "just listed" campaign. 

price reduction & open house

After the home is listed, there are still ways to market the same property. Price reductions are extremely common and let's face it, everyone loves a sale. Campaigning your open houses on Facebook can boost the event and get more eyes on the home.

Just Sold

The last step in the life cycle is a "just sold campaign", which is an extremely effective way to showcase how you sold the property, what made this listing sell so quick, and a testimonial from the sellers about their successful home sale with your brand. Show the sweat without bragging about your marketing and let the results speak for themselves.

what other content should your plan include?

Your plan will never include campaigns that are all home runs. Our marketing plan runs on three proven successful campaigns and one that we're praying on. In order for your marketing to evolve, you have to take some chances. Every campaign that works started as an idea that wasn't certain. 

For example, our marketing plan included a campaign focused around the Game of Thrones castles as listings. We were crossing our fingers that this would take off, and it did! Our clients were being called "marketing geniuses" from their followers. Taking a relevant topic (Game of Thrones) and incorporating it into your area of expertise (real estate) is co-branding at it's finest.

We also include other campaigns that we knew are home runs. The "What can $900,000 get you Mississauga" and "The difference between a $500K, $600K, and $800K home in Boston" (inspired by Wistia's One, Ten, One Hundred Documentary) campaigns spark natural curiosity from anyone, no matter the stage of their customer journey.

Another home run angle is a listicle. Taking a highly sought after amenity (beautiful kitchens) and coupling it with an appealing price point ($300,000), this campaign appeals to potential buyers everywhere. Listicles can be used for any amenity, price point, and location.

A marketing tactic that works when done right is taking a contrarian point of view or exposing your competition (without being bitter!) "Is Selling Your Home Right Now A Mistake" takes real-life scenarios that sellers think about and addresses them head-on. "The Hidden Costs of Selling Your Home The Silicon Valley Way" and an article from GeekWire about Zillow's CEO, takes a similar angle while exposing their competition in the open with statistics and real quotes from these company's past clients. The answer of who to choose becomes obvious through the tactic "show me don't tell me"

Showing off your local expertise is one of the best ways to gain trust and establish yourself as an expert with your past client and sphere. Our campaign "The 5 Most Instagrammable Places in Roanoke" combines the local market with Instagram, and even gives you the opportunity to highlight local businesses or hot spots that could repost.

 Pro-Tip: Google Trends can help you nail the timing of holiday or event based marketing. For example, Father's Day is coming up. Type "father's day" into Google Trends and look at the past 5 years. There's a huge spike every year around the 15-25. You'd want to run your campaign the week before the spike to maximize these results. Los Angeles Canyon Living took a similar approach with their Mother's Day Weekend Guide.


“I have missed more than 9,000 shots in my career. I have lost almost 300 games. On 26 occasions I have been entrusted to take the game winning shot... and I missed. I have failed over and over and over again in my life. And that's precisely why I succeed.

- Michael Jordan

where do we get our ideas?


1. Analytics

Take a look at the most popular articles, tweets, or videos you've posted. Reusing old content like a popular tweet, your most watched video, most noteworthy listings, etc. can spark creativity and give you an idea of what your audience wants to see.

2. You (& your team's) Brains

At Curaytor, we brainstorm for hours every week. We empower our employees to share their ideas in our slack channel called #thebraintrust. Chances are there will be some ideas that we don't use, but they almost always inspire us and get the brainstorm session started.

3. Buzzsumo

This is one of the most powerful tools for community and local posts. BuzzSumo allows you to see the most viral articles on social media about any keyword. 

Protip: if you're looking for the most popular articles on a certain site, type that website into the keywords (example: boston.com)

“A CRM without great marketing is a phone book

- Jimmy Mackin

watch the full #watercooler

so what's your plan?

If you don't have one and you certainly don't have time to do all of the above, don't worry. We can do it for you.

Hire Curaytor

Episode Transcription

Jimmy:              Cheers.


Chris:              Cheers, baby.


Jimmy:              Welcome to the Watercooler, baby. Watercooler's a show about marketing sales and technology. Each episode, we focus on bringing advice that works. You can tune in live and join the conversation with hundreds of real estate agents on our Facebook page, every Wednesday at 1:00. If you want to catch any of the replays, you can follow us on YouTube, or you can subscribe to the Watercooler wherever you listen to your podcast, we are everywhere.


Jimmy:              Chris, today's show is the Ultimate Digital Marketing Plan for Real Estate Agents and Teams. It's an amazing show because our audience is going to have eight proven ideas for buyers, for sellers, for past clients today that are going to help them increase their traffic, grow their database, generate more leads, generate more past clients and referrals.


Jimmy:              All of the things that are really, I think, the result of a great marketing campaign, but I think it's just, for me, Chris ... Well, first off, my name's Jimmy Mackin, I'm joined by my main man, Chris Smith, bestselling author of The Conversion Code-


Chris:              Jimmy, you're rusty, I'm calling you out.


Jimmy:              Oh, man, you know what?


Chris:              Yeah, we've got to call Jimmy out for being rusty. He's been off for a month. Congrats on the baby. Welcome back, let's do it, let's go. All right, ready, Jimmy? Take two.


Jimmy:              There we go, take two. All right, my name's Jimmy Mackin, and I'm joined by Chris Smith, and we've got an amazing show for you guys today. Chris, I want to set the stage for us for our audience today, which is we know how important marketing [inaudible] at Curaytor here, we are obsessed with marketing. But I want to get your take on: what is actually required to be great at marketing?


Chris:              Well, it takes a lot. There's some interesting research. A lot of folks have heard of Malcolm Gladwell. And Malcolm Gladwell has a book called Outliers, where he explains how whether it's Bill Gates, or Bill Belichick, or Michael Jordan, or whoever it is that you believe is an expert, they probably put a minimum of 10,000 hours into obtaining that expertise.


Chris:              And so I looked at some math and some studies that were done about that because the reality is, Jimmy, that you and I, and at Curaytor, we are experts at marketing, specifically digital marketing experts. And what we do is we work with real estate agents, and we work with some businesses that are experts at what they do.


Chris:              So, Callie Dalton has put the 10,000 hours into real estate, and Chris Smith has put the 10,000 hours into marketing, and when you combine them, magic happens. But if you think about the simple math, I'll break this down, Jimmy: a full time job, 40 hours a week, is 2100 hours a year. So if you're watching this today, and you say, "You know what? I'm going to become an expert at marketing. I'm going to learn Facebook. I'm going to learn Insta. I'm going to learn email," it would take you working full time for five years on just that.


Chris:              There's not even 10,000 hours in one year. There's only 8,000 hours in a year, and a lot of people sleep for 8 hours a day. So it requires a lot. I mean we live it, we breathe it. I was thinking about this, Jimmy, we're going to give people some advice on campaigns and marketing plans that work for sellers right now. We're going to give them copy, they can write on social that will get them business this week.


Chris:              But I was just thinking about the ad I was writing on Facebook in 2009. Like, I've actually been doing Facebook ad copy for a decade. So this stuff is new, most people don't have the time to dedicate it, we do. So today, we're going to share everything with you guys that we use to build proven marketing plans.


Jimmy:              Yeah, thanks for that, Chris. And I think it's so important that people understand that in today's world, you simply can't just be good at your job. I think that's actually a hard realization for small businesses and real estate agents to sort of embrace is the fact that just being a great real estate agent isn't enough to stand out, to be able to attract people, to be able to grow.


Jimmy:              You've got to be great at all the things Chris just mentioned, in terms of messaging, and marketing, and advertising, and emailing, all the elements that basically get the word out there that you're really good at what you do.


Jimmy:              Because here's the reality, Chris, in today's environment, the consumer is under a barrage of marketing messages that are trying to put real estate agents out of business, trying to explain, you know, from a consumer perspective, Chris, the messaging that they are hearing, the consumers are hearing, is that agents aren't that important. That's what they're hearing from Zillow, that's what they're hearing from Redfin, that's what they're hearing from Opendoor, and some of these Purplebrick companies.


Jimmy:              So, if you aren't getting the messaging out there, it's like politics, Chris, if you're not getting the messaging out there, or your opponent is controlling the narrative, you are going to lose.


Jimmy:              So, Chris, when we talk about marketing though, I think it is important that people understand what happens when you get this right. Because if you start to actually develop a plan that actually helps you grow your business, what actually happens when you make this part of your routine and you get it right?


Chris:              Yeah. Well I'd love to know on Facebook, for the audience, and maybe [John] can throw up a poll, but right now, do you execute a consistent marketing plan every week? That's what I would love the audience to let us know. From my experience on stage, and with our customers, the answer's usually no. And then if you go a little deeper and say, "Does that plan include these types of people and these types of purposes?" Then it's really a no.


Chris:              But the upside of getting it right is two-fold. Number one, you break the vicious cycle. I don't know if the audience could relate to, like, when you're not busy, you do more marketing. The marketing starts to work, and you start getting busier, and now you've got customer service, now you've got [inaudible 00:05:50], now you've got sellers that are mad at you. And so now you're busy in the day-to-day, and guess what gets put on the back burner? Marketing.


Jimmy:              The future, yeah.


Chris:              And so you're doing marketing now, and it works, and then you stop, and that's called a vicious cycle, I think a lot of people understand. And what happens, Jimmy, is you have months where you have a feast, and months where you have a famine. If you do not do consistent actions, you can't break that cycle. So that's the first thing, is a marketing plan that you execute weekly will eliminate those ups and downs; it'll create what's called "predictable revenue".


Chris:              Number two, if any of these things sound like things that could help your business, a marketing plan is for you. The three primary goals of a digital marketing strategy are: lead generation, sales, and lead nurturing.


Chris:              So if you're watching this today, and you're going, "Man, I need more leads, I need better qualified leads, and I need to make more money," that's called a marketing plan. Those are the outcomes you want. The marketing every week is what leads to those outcomes, that's why at Quicken Loans they say, "Money and numbers follow, they do not lead." Just like sales and leads and nurturing follow doing marketing, they're not actual things you do.


Chris:              Here's another one: how many of you guys would like to generate more business than your competitor? Well, if you have a digital marketing plan that includes a blog, companies that use blogs have a 126% more leads than companies that don't have a blog. And if you've done marketing in the past, because we're going to really focus today, Jimmy, on digital marketing.


Chris:              But one of the cool things about digital marketing versus even traditional marketing is that content marketing generates three times more leads than traditional marketing does anyway.


Chris:              And you know I wrote the book on conversion, why do you think it's so easy for [Charlie] to convert a lead in his first week? Why do you think people could join Curaytor and make a sale on day one? Because we put out content. We put out consistent quality content that builds trust with our audience, and that actually creates conversion rates that are six times higher than average.


Chris:              So, more leads, more conversions, more referrals, more brand growth. The upside of having a marketing plan is tremendous, but, you know, I say all that, Jimmy, why don't people have one? You know, they don't have one, even though they know they should. But they also don't go to the gym, even though they know they should, you know what I'm saying? They also don't get their oil changed, even though they know they should. So, by nature, humans put things off they know they should do.


Jimmy:              Yeah, and, [Eric 00:08:39], if you could do me a favor, if you could pull up the visual here on my side of things, I think it's important to reiterate what Chris just said there. The purpose and the goal and the core focus of a great marketing campaign, and when you do it right, it helps you achieve these four things.


Jimmy:              You're able to grow your database, i.e. be able to connect with more people to sell more homes. You're able to improve your lead conversion; that thing that you really struggle with, that causes you an incredible amount of pain and suffering, that thing that you hire outsource ASAs to basically do for you, you can solve that problem with better marketing.


Jimmy:              The past clients who aren't sending you business, you can solve that with a marketing plan. And the ability to actually have a brand, and grow that brand on social media, you can actually solve that through marketing. And, Chris, I actually want you to take just one moment, if you could, I know this isn't on our notes, but I do-


Chris:              Well, Jimmy, just before you say that, hold that thought for me. I want to think about those four things because what people tell me is, "I don't have time to do marketing. I don't know how to do marketing." And just think of it differently: "I don't have time to grow my database. I don't have time to increase my referrals. I don't have time to build my brand. I don't have time to convert leads." So, it's a lot harder to say that out loud, right?


Jimmy:              Yeah, it is.


Chris:              Than, "I don't have time for marketing."


Jimmy:              Yeah, it absolutely is. And the last point there, growing your brand, I do think it's actually important to speak to this, Chris, and we've got some actually results from the poll here. Right now, about more than half of the people say they actually execute a marketing plan every single week, about 35% say they actually do not. I'm seeing a lot of Curaytor clients who are responding "yes" to that poll.


Jimmy:              Eric, if you can go back to the side-by-side for me. Chris, talk to me for one moment about that last core focus, which is your brand. Because I see clients, and I see people sending emails, using the exact same subject line, who have a 50% open rate, and I see clients who send the same email who get will, like, a 10% open rate. What's the difference between those two people?


Chris:              Them. Their context with the recipient, right? So, our buddy, Steve Pacinelli, from BombBomb has a good talk track about this. When you send a message, or when you do messaging, there's the message, which is what you just said, the email; there's the method, right, email, Facebook, blog.


Chris:              But there's the messenger, this is the one everybody wants to ignore. If the messenger sucks, and doesn't have a brand, and people don't know him, people don't trust him, the message and the method are less effective. It doesn't mean they don't work, but as your brand grows, as people know who the messenger is, all of a sudden the methods and the message "works better".


Chris:              You're absolutely right. We have clients that have beautiful local brands, have never done marketing online, and their first campaign's a home run because people know them, they like them, and they trust them. You shared a study on a past episode: the number one impact on the click-through rate in Google is if the people know the brand. You know what I'm saying?


Chris:              Like, I was looking up stuff yesterday for the show, and there was a list of results for some data that I was looking for. And I actually didn't start with result number one or two because HubSpot was, like, number seven, but I trust HubSpot, so I went straight to number seven. So that's a real-world example of, like, the brand mattered more than the placement.


Jimmy:              Well, I'm going to ask you a question about what the average agent's plan looks like, but I think if you're wondering what the value of a brand is, in the absence of a brand, the cheapest wins. It's that simple. So if you don't have any preference over a brand, you're going to go with the cheapest option. And, guys, they're already going after your commission as it is, if you don't have a brand, they're going to go with the cheapest option.


Jimmy:              What do you think the average agent's plan looks like right now, Chris? In reality, like, just let's be real for a second. You know, a lot of people say, "Oh, I've got a marketing plan," but then if we ask them, "What'd you do this past week?" "Well, I've been busy this week, but I still do things." What do you think the average agent's marketing plan actually looks like?


Chris:              They pray. They wish, they pray, they hope, they spray and pray, they do a monthly e-newsletter, they send some handwritten notes, they put the listing in the MLS, they do a post on Facebook; they're sort of doing sporadic acts of marketing, and that's not a plan, that is pushing buttons. Like, I look at real estate agents' blogs and Instagram and Facebook pages for a living, they do not have a plan.


Chris:              Now, I will say, and we're going to get into the status quo versus what they should do, but I will say that where most agents have somewhat of a plan is when they get a listing, they have a plan, and when they keep in touch with past clients, they have a plan. I'm not saying they have a good one, but from my experience, if there are two places where agents do try, and give it that valiant effort, it's with their past clients, and it's when they get a listing.


Chris:              But I'll be honest with you, Jimmy, I think most real estate agents, and people can be offended by this, or they can let it really get to them, most real estate agents online are either invisible or cheesy. I think that about 75% of this industry falls into one of those two buckets. You're either non-present, or you're semi-embarrassing yourself with poor copy, poor images, no strategy, no cohesiveness.


Chris:              And then I think there's that 20-25% of the world that is the Amy, the Judy, the [Chris Lyndall 00:14:24], the Veronica, the Curaytor client, that is actually a world-class marketer. So it's hard to judge the whole industry, but when I ask the crowd, "Hey, how many of you guys have a plan? How many of you have a plan that includes sellers? How many of you have a plan you're proud of?" Very few hands go up, Jimmy.


Jimmy:              You know, it's funny when I hear you say that, and we're getting a ton of feedback right now, people are pumped about this topic because I'm seeing even questions that people are posting that are going to be things we're going to talk about here in a second, like, "I'm running out of ideas to share. How often should I do it?" We'll talk about that in just one second, guys. We're going to answer all of your questions to help you develop the ultimate digital real estate marketing plan.


Chris:              Well, and by the way, Jimmy, this is part of the reason people fail, they want to rush to what they think the real part is. They just want to say, "What do I post? When do I post it? How often do I post it?" And I'm just telling you guys: if you don't have a breakthrough that you go to the gym every day, if you don't have a breakthrough that exercise and diet matter, the individual menu doesn't matter, that exercise you do doesn't matter.


Chris:              But, Jimmy, let's get into who we focus on because I do think that's where we're very different than the people watching is our plans, I feel like, take a wholistic approach to the world, and I feel like real estate agents' plans take a very micro-approach to who they go after.


Jimmy:              Yeah, sure. So I think when ... Let's set the stage here because when we think about developing a marketing plan, a cohesive marketing plan that speaks to itself, that's connected, that accomplishes one of those four goals that we talked about, we first start with the audience of people that we're going after.


Jimmy:              And, Chris, I'm going to have you break this down for me, but I think this is probably the first step when you start thinking about what you actually are going to post, when you're going to post it, what you're going to post, you have to take a step back and say, "Who am I actually targeting?" So what are the different groups there?


Chris:              Well the nice thing is there's really just three buckets of people that you really are targeting if you're a real estate agent: you're targeting people that might want to sell their home, we call those "sellers," you're targeting people that might want to buy a home, we call those "buyers," and then you're targeting your network, which would be a combination of your past clients and your sphere of influence.


Chris:              So, there's really three groups that you go after, but that's three groups you should go after. I don't think most of the people on this call are putting out anything for sellers that's meaningful, and I don't think they're spending any time on creativity for past clients.


Chris:              So, there's a lot of listing alerts, that ain't marketing. There's a lot of forced registration on websites, that ain't marketing. There is very little actual marketing for any of these three groups.


Chris:              And here's the problem: if you only go after buyers and sellers, if you don't make past clients and sphere part of your mix, your marketing's going to always kind of suck, and you're going to always look like you're desperate for business.


Chris:              Because here's a very simple truth that people don't want to hear, Jimmy: more than 90% of the world ain't buying or selling a house this year. And there's not anything anybody on this call could do. Rich Barton ain't changing that this year. Opendoor ain't changing that this year. More than 90% of the people that you get in front of are not doing a deal this year. So, unfortunately, what a lot of people do is they extinguish their interests before that time comes.


Jimmy:              Yeah, and we'll talk about a little bit of the nuance here because I think when you talk about the stages, you talk about sellers, past clients, and buyers; there's actually stages within each one of those buckets that we actually go after. We ask ourselves these questions, like, "What stage of the selling process are they currently in that we might want to market to them?"


Jimmy:              So if they're early in the process, Chris, everything else that we do afterwards changes. We don't just take a seller and say, "All sellers are created equal," they're not. There are sellers who are actually very interested in selling their home. This is the type of marketing that we see, Chris, that you just referred to as, sort of, "desperation marketing," "Now's a good time to sell your house. If you don't sell your house today, you're an idiot. The market's going to crash. Rates are going to go up."


Jimmy:              Like, if you continue to beat that message, what you're doing is you're missing the vast majority of sellers who are going to be selling in the next 8 or 12 months, and that you're conditioning them to ignore you. So I think there is a little bit of a nuance there, Chris, where we say to ourselves, "Yeah, we're going to go after sellers this week," but then we're going to say, "Okay, what type of seller?"


Chris:              Yeah. And the people that are selling soon, people that are selling later. Even with the buyers, like, are we going after serious buyers, or old buyers, or new buyers, or engaged buyers? And then even the way that you segment ... So, this is an interesting stat that we pulled: 65% of all revenue from email marketing comes in through segmented emails.


Chris:              So what happens, Jimmy, is when you only do your monthly e-newsletter, it's sort of irrelevant to all, and you're not really building any insight into your list. When you do marketing every week, now you don't actually have to spray and pray, you can use a scalpel.


Chris:              So, as an example, we're not even just saying "buyers that are hot," we're saying "buyers that came into our database in our last month". Or, we're saying "buyer leads that opened last week's marketing". See, this is the beauty of having a plan is that every week, you're building a new list of people that are more engaged or less engaged, so your ads become more relevant, your emails become more relevant.


Chris:              And you're right, people are just too idealistic. Let me say this again: do you want to buy or sell a home? 93-95% of the answer is "no". So just don't forget about them. Educate them. Well, we have some examples coming up, I don't want to jump ahead.


Jimmy:              Yeah, we'll get into that. But the word that I want everyone to write down, which is so critical to that first stage, Chris, of focusing on who you should actually market to, is relevancy. You're asking yourself, "How do I stay relevant to the audience I'm about to market?" Because that's the only thing that matters, as Chris just said, if your marketing message tries to incorporate too many angles and too many types of people, it becomes irrelevant; therefore, you get conditioned to be ignored. So, Chris, how does the-


Chris:              Jimmy, real quick, when we get into the buyer and seller examples in a minute, we're going to give eight specific ideas that you guys can turn in to your marketing plan for the next two months. But what I want people to pay close attention to is how even our buyer and seller marketing is interesting to everyone; it's not only interesting if you're buying or selling right now, that's a big secret sauce that we'll point out.


Jimmy:              Very cool. So, before we get into where you should execute your plan, how do you ... because you just mentioned, "Hey, we've got to have a seller campaign, we've got to have a buyer campaign, we've got to have a past client campaign." How do you think it's ... like, what's the status quo right now for most real estate agents who are watching right now, what does their plan consist of, in terms of audience targeting?


Chris:              Yeah, they are definitely, like, probably 80-90% buyer, and maybe less than 5% seller content. Like, you tell me, Jimmy, what have you seen people putting out, besides us, for sellers that's not, "What's your home worth?" Like, that's all they put out, "What's your home worth? What's your home worth?" Home value ads stopped working, no shit, you used them for five straight fucking years. You know what I'm saying? Like, of course it stopped working because you used it too much.


Chris:              That's my point, you can't just right hook, right hook. People are so idealistic with their marketing; they think that they're going to run an ad for a listing, and the buyer's going to close. They think they're going to do the home value, they're going to get the listing appointment. You've got to be diverse, so I would say the status quo right now is 90% buyer, 7% past client and sphere, 3% seller. What's ironic about that, Jimmy?


Jimmy:              For me, if you ask the average agent, "What's the most important thing to your business?" They're going to say "sellers".


Chris:              And past clients.


Jimmy:              And past clients, right. They're going to say, "Jimmy, the most important thing to my business, Jimmy, is past clients and sellers." And then you look at their website, it's like, "Search for homes." Like, are you kidding me?


Chris:              Yeah, and I get it, and we were talking about this before the show. Like, I'm an author, you're going to be an author very soon, as well. Like, the book, right, if you have a book, that's a book. Like, if all I did every day was promoted The Conversion Code, that would be like promoting a listing, promoting a listing, promoting a listing. And think how old that would get.


Chris:              So I'm not promoting the book, I'm promoting the peripheral of the book. I'm promoting the things from the book that are interesting to all, and, oh yeah, because of that, people pay attention.


Jimmy:              Yeah, absolutely. Okay, so now we know who we're going to be targeting, we know how to approach audiences. Again, we're thinking about buyer, seller, past client, and then we're thinking about the stage that individual is in to ensure the marketing message we're going to deliver to them is going to be relevant.


Jimmy:              Now we move on to actually where you should execute your plan. And I want you to give the audience here some advice on how we think about the distribution of a marketing plan.


Chris:              Yeah, well, Jimmy, it's very simple, you and I were meeting in Boston this week ... The game is simple, guys: create, distribute, sell. That's it. Don't overthink it. Create the content, distribute it, sell the people that engaged with it. That's it.


Chris:              But, like, here's what's overwhelming, Jimmy, I'm going to give a rapid fire list of where everybody should be doing marketing: blog, Facebook profile, Facebook page, Instagram post, Instagram story, Twitter, LinkedIn, mass email, drip email. Okay?


Chris:              Now, that isn't everywhere, but that's kind of everywhere consumers are going to go, whether you like it or not. I don't care if you don't think email marketing works. People check their email every day. I don't care if you don't use LinkedIn, people do. I don't care if you don't understand Twitter, and you can't figure out the freaking hashtags, millions of people have, and a lot of people near you do.


Chris:              So, there's this term that you like, Jimmy, "omni-channel marketing". Like, I understand that it is incredibly difficult to be everywhere, and part of that is because the way that you put your marketing out through your Facebook profile versus a tweet versus LinkedIn is different. You might be marketing the same thing, but the microcopy that you distribute that marketing through is incredibly different based on the destination.


Chris:              That would be one of the big mistakes people make. They kind of treat it like listing syndication, they do marketing syndication, they create it once and they put the same thing everywhere. And the reality is that that turns people off, and they know it.


Chris:              But here's the biggest mistake people are making, and by the way, I forgot YouTube, iTunes, and Spotify. If you're a podcaster like us, if you're doing video marketing, you would want to add YouTube, iTunes, and Spotify.


Chris:              Here's the biggest mistake right now: people are too spokey. Can you explain what I mean by that, Jimmy? Can you talk for a minute about hub and spokes versus spoke to spoke?


Jimmy:              Sure. So the basic idea here is if you live in the stream, you essentially are only capturing the consumer's attention for a brief moment. If you go on Facebook, if you go on Instagram, if you go on Twitter, what you see right now is not going to be there in one hour. So if all of your marketing campaigns have a really short shelf life, Chris, what happens is that you're only capturing people's attention in the moment; there's no sort of central source where all of the information exists.


Jimmy:              And, guys, if you think about the consumer journey here for a second, where someone might discover you, meaning you raised awareness that you exist via some of these social streams, like Facebook and Twitter and LinkedIn, if someone discovers you there, when they actually get serious about researching you, they go to your website, and they start digging deep.


Jimmy:              And that's where, I think, a lot of people, when you say "people are too spokey," Chris, they realize that when you go to a website, if it's a graveyard, it hasn't been updated, there's no new content, there's no information that helps me solve my problems, what you realize is that this individual really is not the best choice for me, and they move on from that.


Jimmy:              So one of the things that we absolutely encourage every one of our clients to do is to build up that foundation. Chris, one of the best articles you wrote, jeez, this may have been nearly a decade ago, you talked about the importance of growing your email list, because you've actually been saying the same thing for nearly a decade, which is ... we've been seeing so many-


Chris:              It was called Weatherproof Your Social Media.


Jimmy:              I remember that. It's a decade ago, yeah, and I remember Weatherproof Your Social Media, and the basic idea Chris basically pitched was: build up your email list so you can basically have a list of subscribers that you can [inaudible] to your website, regardless of what the social media of the site of the day is. This was back when there used to be a lot of them coming out; now, not so much.


Chris:              Well this was when it was really easy to get engagement and clicks and traffic from Facebook pages without ads. And what I was trying to tell people at the time was: winter is coming. Like, they're not going to keep giving ... Like, I used to be able to just do a Facebook post with no boost, [crosstalk 00:28:00]-


Jimmy:              Oh, man, the good old days, exactly.


Chris:              But, yeah, building that email list is the most weatherproof thing you can do, and then once you have the email list, now you can drive people back to the hub. So the hub is in the middle, that's your site, that's your blog, and then the spokes point people back, when they're ready. It isn't that you're going to just only try to drive people back, we don't do that with every post or every campaign. But you're right, Jimmy, once your marketing works, they go to your site, they go to your About page, they pull up your blog-


Jimmy:              Research, exactly. Let me ask you a question on the topic of, because you touched on this, and you went through it pretty quickly, and I do think it's worth diving into a little deeper. You talked about, and you sort of railed against the automated form of marketing that exists right now, where people just basically take a listing and they sort of syndicate it everywhere, it's the same message over and over again.


Jimmy:              How would you approach promoting an article, same article, right, you wrote an article about selling your home this summer and five mistakes to avoid, how would you approach the way you promote that on your Facebook profile versus your Facebook business page? Because I think it's important people understand that distinction.


Chris:              Yeah, it's very, very clear to me, Jimmy, it's push versus pull, okay? So, on your Facebook page, you're not going to get that in front of very many people without an ad, and because it's an ad, and because you're going to boost it, you're going to want the goal of that to be a click on a link to go to your site, whether that's to a landing page or a blog post.


Chris:              Think about with your Facebook profile, your Facebook profile has the most organic reach of almost anything you can do. And the way the algorithm on Facebook works is if you do put a link in a Facebook post, through your profile, they're going to show it to way less of your friends, okay?


Chris:              So I'll give you an example: this week, for our customers at Curaytor, because we do their marketing for them, this week at Curaytor, we're running an ad through our clients' pages, and it's a checklist that a seller can download with the 11 digital marketing activities you must demand from your agent. If your agent is doing Zillow and the MLS, that is not enough; there are 11 more things they must do to get you the most exposure online. So that's an ad through a page, that has a link, that goes to a form, to download a PDF, right, that's more like normal marketing and ads.


Chris:              What did we do on the profile? Because do you really want to go on your Facebook profile and be like, "Yo, mom, download this checklist." It's a different audience that needs a different message, but you still want your message of the week to work everywhere, if possible. So through the profile this week, it was a question, like this long, a very short question-


Jimmy:              Eric, could you pull that up for me, please? I've got a screenshot of it right now, Chris. Go ahead, buddy.


Chris:              Well there it is: do you use checklists to help you get things done? Jimmy, this is modern marketing, 35 comments. And so the concept was, like, we're going to put that question out there the way people are used to getting questions on Facebook, and then we're going to slide in the DM and say, "Hey, I saw that you use checklists. If you do ever sell your home in the future, here's a cool one."


Chris:              So there's no link in the post, we're not spamming them in the comments, we're just going a little back channel, "Hey, I saw that you like checklists. If you ever do sell your home, here's a checklist for that." Strategery, Jimmy.


Jimmy:              That's it, it's strategery. The funny thing about this is then, like ... and this is the one thing that I just love about marketing is that when you start to take ... the thing I hope you guys are starting to understand, we're taking a single idea, and this is what Chris is saying, taking a single idea and saying, "Who is the audience we're going to go after?" And then we're saying, "What is the channel in which we're going to distribute this idea?" And then, "What is the best angle, based on this channel?"


Jimmy:              So, when we write for LinkedIn, we sort of button up our shirts, put our tie on, and we sort of write a more professional post because that's the environment and vibe of LinkedIn.


Chris:              More stats, more data, more research.


Jimmy:              We're appealing to that right brain, I think it is, the analytical side of the brain, maybe the left brain, I don't know, I'm not exactly sure. But we're appealing to that side of it, Chris. And then when we're on Facebook, we're more, like, conversational tone, and then-


Chris:              Well, not to mention, on Twitter and on Instagram, we're trying to incorporate things like tagging things, and hashtags, which those, of course, wouldn't be appropriate on Facebook or LinkedIn. So it's sort of two things: it's sort of the fundamentals of what's appropriate on each network, and then it's the link and the copy angle. But, back to our point, we spend countless hours per week thinking about this, so I understand why people-


Jimmy:              It's a little sad at times. But I hope you guys are appreciating the fact that this is why automation can't work and won't work at scale because every channel requires its own little nuances, and you can start thinking through those things. And, again-


Chris:              One last point, Jimmy, about where, and I talked about the blog because what people try to do is they try to avoid the real work, and we have learned this over time. You need to make sure that what you create is great. Like, there's a stat that I pulled before the show: long-form blog posts generate nine times more leads than short-form blog posts.


Chris:              So if you're going to really be the expert, and win somebody over ... like, we did an amazing Game of Thrones campaign last week, we've done some really good seller marketing, we're going to share in a second, recently. But, Jimmy, what's the difference between us writing it, going super deep, making it inarguably better than anything out there, versus just kind of doing a couple sentences with a link? How does that go for us?


Jimmy:              The difference is one works, and one doesn't. That's the-


Chris:              It's that simple.


Jimmy:              It is. Like, it really is.


Chris:              And this is my quote, Jimmy, this quote's going viral: if you cut corners, you run in circles. Right? If you're always cutting corners, you're always running in circles. And I do think that that hamster wheel analogy, you know, every time you don't do the real work of writing a real article, every time you go to do your email and you don't really put the time in, every time you push your Instagram post to your tweet, every corner you cut, and you wonder why you're not moving forward, that's why.


Jimmy:              Yeah, and we're going to talk about the distribution here in a second, Chris, because we talked about the audience, we talked about the angles and the places, now we're going to talk about the frequency and the distribution.


Jimmy:              But one of the things I want everyone who's watching right now live, and anyone who watches the replay, look up Rand Fishkin, one of the godfathers of SEO, he had this wonderful thing he used to do for Moz on his Whiteboard Fridays, I think they were called. And he talked about the flywheel concept of marketing.


Jimmy:              And the flywheel concept, basically what it means is, and what it translates into, is that you want your marketing campaigns to build, so every marketing, every investment you make in your marketing campaign yields better and better results.


Jimmy:              So if you were to, say, write an email, and your list size is only 100 people, well that email is going to only have a certain amount of impact. Well if your email list is 10,000 people, the same effort yields a 100x return.


Jimmy:              So this is what we think about when we think about marketing, Chris, we think about marketing that builds, marketing that's connected, marketing that's sort of like ... we start to see how everything is telling a story, and there's a narrative. You can't do that if you are literally just throwing things out there in the moment because you have a little bit of free time to create something.


Jimmy:              So, Chris, this is a question that came up earlier. One of our longtime friends, Michele Herndon posted this in the Watercooler channel, she said, "How often should I be blogging?" I want you to talk about your philosophy around frequency and distribution.


Chris:              Yeah, I have a very simple philosophy, it's the same as your favorite coach Bill Belichick, "No weeks off." Now, I'm not saying that you're going to blog every week, Michelle, there's going to be some weeks where we cheat, kind of like we cheat with our diet. But you're not going to take a week off of marketing because momentum is real, momentum matters. It is very difficult to build that momentum, and, man, you could lose it really quick. Like, Jimmy, what happened when we took a couple months off of marketing, my friend?


Jimmy:              People forgot we existed, Chris. That hurt our ego-


Chris:              Honestly-


Jimmy:              It did.


Chris:              It's that true. So, momentum matters, so my advice is you should be doing marketing weekly. And when you think about the mix of you've got your past client marketing you're trying to do, seller marketing you're trying to do, buyer marketing you're trying to do, plus you've got your listings, well what does that look like in the course of a perfect month? You know, this is the ultimate digital marketing plan.


Chris:              And so, Jimmy, here's where I think people will have a big epiphany today. Three out of every four weeks, we are focused on sellers or past clients. One out of every four weeks, we go after buyers. But let me tell you why we don't go after buyers more: because you're also going to go after buyers every time you have a listing, every time you have an open house, every time you actually have a "Coming Soon".


Chris:              So to answer the question, Michele, every week, we're executing real marketing, whether there's a listing or not, and a lot of the marketing is past clients, sphere, and seller focused. But we're doing that balance because we know that when the listings come on, that's going to bulk up the buyer side anyway, and that's typically what works really well on the buy side.


Chris:              So we go no weeks off, we go two to three weeks every month after sellers and past clients, one to two weeks a month after buyers. And then if we do want a week off, all we do is we remove the blog, we remove the in-depth long-form piece of content, and we might just use IDX search results, which we'll talk about in a second. We might actually just do an email. When we want a week off, you guys should write this down: ICYMI. ICYMI. "ICYMI, in case you missed it".


Chris:              Let me give you guys some breaking news: everybody misses everything; you see how we're inundated with ads, inundated with our news feed. So our campaign next week is literally, "Hey, we've been doing such great marketing, and putting out such great content every week, that you probably missed some of it." So if you want a week off, all you do is a recap and a roll-up of the other great stuff you've been doing.


Chris:              Now, when you're not doing anything, there's nothing to roll-up or recap, but when you're consistent ... Like, Jimmy, we've got ... we used to do this: five articles about Facebook worth rereading. Like, don't go past your content. Everybody ...


Chris:              Here's the thing, Jimmy, once you get to what we're talking about, executing good stuff weekly, a new problem is: you don't get as much out of it as you could. So that's why a recap email occasionally, a listicle recap, plus take your fresh new content and put it into your action plans in drip emails.


Chris:              How many people have we met, Jimmy, that their followup drip campaigns never change? Well if you're putting out quality buyer stuff, quality community stuff, quality seller stuff, well, once a month, you can go back and make all your action plans better, too. And now something that normally is stale, feels fresh.


Jimmy:              Yeah, it's actually a crazy important takeaway there, Chris, is that this idea that as you start to get into the rhythm of creating content, there's always going to be the opportunity for you to recap and regroup, and remind people that there's stuff that they may have missed, and you're able to sort of double-dip on the content you've created.


Jimmy:              And what you're going to be able to do is, quite simply, identify the best, most popular campaigns you've run, and go back to the well on them over and over again. Especially if you're creating evergreen content, Chris, not something that's happening today, but things you can [crosstalk 00:40:37]-


Chris:              Let me give you one tip on none evergreen.


Jimmy:              Sure.


Chris:              Because the other thing that we factor in is what's happening in the world. Like, on Father's Day week, maybe you should acknowledge it's Father's Day, right? You know what I'm saying? Like, are you going to really go into the Fourth of July and start talking about why Opendoor sucks? You know what I'm saying?


Chris:              Jimmy, do me a favor, pull up Google Trends because there's going to be, what I call "holiday" or "event-based" marketing. So the one we're working on right now is for Father's Day. Do a quick search here, and this is google.com/trends. Jimmy's searching Father's Day. And then, Jimmy, do me a favor, click where it says "the past five years," so change it to the past five years.


Chris:              So what Google is showing us, guys, you can zoom in a little, Jimmy, they're showing us when are people searching for Father's Day. And see how it spikes literally every year-


Jimmy:              No one gives a shit about dads for, like, 11 and a half months of the year.


Chris:              Well I mean Mother's Day probably looks the same. But here's the point: if you're going to do a Father's Day marketing campaign, you don't want to do it at the peak of that spike, you want to do it as that wave starts to take off. So if you kind of hover over, Jimmy, it'll get you the granular data. You can start to see, like, okay, May 10th through the 16th, people start to think about it. And then it gets into late May, right, and you can literally see, like, when are the searches, for the thing I want to write about, peaking.


Chris:              One of our most read articles of all time was about where to go see Christmas lights in an area. One of our other ones was about where to go see fireworks. So when you're doing time and date-based marketing, I just wanted to point out that that might not plug into your normal, like, "We do it every Tuesday," you might have to adjust it based on when people are looking for it, through Google Trends.


Jimmy:              Let me ask you a quick followup question there. You mentioned, and this is for the audience, just to recap, we're posting to, or marketing to sellers and past clients basically two to three times a month, depending on the month, but at the very minimum, at least twice a month, but typically three times a month.


Jimmy:              And you mentioned we have one buyer-centric campaign. If I don't care about buyers, I'm uninterested working with buyers, I don't want to show people houses, I don't want to drive people around, why would we still encourage someone to have a buyer-centric post, if you don't actually want to work with buyers?


Chris:              Well there's a dirty little secret, Jimmy, in real estate that nobody likes to talk about. The best agents in the world don't always have a listing, okay? So, normally, if you're a top listing agent, you actually don't need to do a lot of buyer marketing, other than your listings.


Chris:              Like, we work with this great company, Trueblood Real Estate, I was on the phone with those guys this morning. And, like, they have so many leads and so many listings that, in theory, that's going to cover their buy side marketing. But if you're watching this, or listening to this right now, and there's a week that you don't have a listing, what are you going to do for buyers? So, like, you need to have a fallback campaign, that focuses on buyers, for the times you don't have a listing to use on the buyers.


Chris:              The other thing is pretty simple, Jimmy, like, there's not one bait that catches all the fish. So you may have a listing, but it may not be right for a lot of the buyers in the market, and so if your only listing, or two, doesn't have mass appeal, how are you going to keep generating buyers?


Chris:              So it's not that you necessarily have to do buyer marketing, if you have a lot of listings and you market those, you are. But the reality is: a lot of people watching right now don't always have a listing.


Jimmy:              Yeah, and the other part, too, is, and this is something we talk a lot about, Chris, is this idea that sellers can masquerade as buyers.


Chris:              Oh, this is [inaudible] more true than ever. So I've been looking at this deeply, Jimmy, a lot of our clients spend big money on Zillow. And so they'll get a Zillow lead, and it'll go into their Curaytor, and then that Zillow lead will start reading articles about why selling their home right now is a mistake.


Chris:              So if you put yourself in that consumer mindset: I'm on Zillow, I see a listing, I say, "Contact me," and then I send you an email a couple weeks later about selling and its being a mistake, and you're reading it, so now I've identified, okay, that Zillow lead needs to seel before they buy.


Chris:              So there's a lot of benefit in doing seller-focused marketing to your buyer leads. I know that sounds counter-intuitive, but it actually works create.


Jimmy:              It's a super important tip, and if you can capture it, you're going to be able to capture way more buyer leads off of your listings, or off of buyer-centric content, and the first question we coach our clients on to ask is: do you need to sell your home before you buy a new one? Just that simple question, whether it's in an email or in a text, when the lead comes in-


Chris:              Well, Jimmy, think about it: if your cost per buyer lead's a couple bucks, and your cost per seller lead's a hundred bucks, you might as well go get a hundred buyer leads, and find the five that need to sell, and you'll still be spending less money, and you'll have a lot of overflow, just versus trying to get one seller lead.


Chris:              Like, if there were a thousand dollar seller leads that closed, everybody would do it because it still would get an ROI, but it's way easier to get a big volume of buyers, and then through email and through text, and through the phone, backwards qualify them as the seller.


Jimmy:              100%. And you guys heard what we said earlier, which is one of the best ways to market to a seller is to have a marketing plan centered around seller content that adds value. And the reality is: the vast majority of blogs we see, and the vast majority of content we see on the web is not actually seller-centric.


Jimmy:              So even though you might not be able to get a lot of seller leads out of the gates, you can begin to market to those sellers once you've captured them as a buyer lead, with seller content. So it's a really important technique, Chris, that people miss.


Jimmy:              So I'm going to recap what you said before we cover the actual plan here. You said, number one, the Bill Belichick strategy: no weeks off; figure out a way to be consistent, consistency builds the brand, helps you attract more people, and that rhythm and that routine is so essential.


Jimmy:              You're saying two to three times a month, we're doing seller content and past client content, and then one time a month, we're doing buyer content. And then we're doing listing promotions as they happen. So we're not stopping our marketing plan because we have the listing, we're simply adding in a listing on top of that marketing plan.


Jimmy:              So, we're going to get into the actual content you can create to have the ultimate digital marketing plan for real estate agents. We're going to start, Chris, with listings. So I want you just to talk through how we think about listing promotions, as it relates to running these marketing campaigns.


Chris:              Well let me take a step back there, Jimmy.


Jimmy:              Sure.


Chris:              Because what we're going to cover is what the plan should include specifically, but I want to talk philosophically for one second, first, because what the plan is never going to include, if you're doing it right, is 100% of stuff that works. So the way that I think about, like, if we do four marketing campaigns a month for our clients, the way that we approach that is we want to run three that are proven, and one that we're praying.


Chris:              Because if you try to go ten for ten, or four for four, what you're never doing is you're never testing anything. If you never guess, if you never use your gut, if you never use "I hope it works," ... now the problem is people do "I hope it works" all the time, but what I'm getting at is every idea that we have figured out worked, started as an idea that we weren't sure if it would.


Chris:              And so you can't be so, like ... I always tell people: you could be in the Baseball Hall of Fame if you strike out seven times out of ten. Like, you can be in the NBA Hall of Fame if you miss half your shots. Tom Brady, 30% of his throws are incomplete.


Jimmy:              Receiver's fault.


Chris:              And he's the GOAT. Well it's either the receiver or the volume of weight in the ball.


Jimmy:              We're past that.


Chris:              But, ultimately, the GOATs, the greatest of all time, you know, Jordan has that great quote, "I miss more shots in my career than I make." And so marketing is not that different, you know what I mean? Imagine if you're in sales, and you're like, "Oh, the first five people I talked to didn't buy. Peace." You have to have some fun.


Chris:              And that's the other thing, it's fun to try new stuff. Like, did we know that the Game of Thrones castles, as listings, would do really good? Kind of. We kind of knew, but we were kind of hoping, and then we saw the feedback from our client's clients, saying they were genius marketers. But, in theory, nobody would have really tried that because it was a little bit of our gut.


Chris:              Now, when it comes to the listings, and, again, if you want the ultimate marketing plan, listings have more than one phase, so if you're in a market where you can do "Coming Soon," you would start with that, then you would go into "Just Listed," then you would go into "Open House," then you would go into "Price Reduction," and then you would go into "Just Sold".


Jimmy:              And I'll pull up some examples for you guys so you can see this, Chris, and I'll have you talk through this. So I'm looking, right now, at an Instagram post from Stephanie Lanier, and this is a, what you just said, a "Just Sold" promotion. So, just talk me through what we're doing because, again, this is, like, lots of little things here ... we'll do this rapid fire-style, but lots of little things here we're doing that I think are worth just pointing out quickly.


Chris:              Yeah, I can't read it, so I'm not going to pretend that I can. But the point is: most people only promote "Just Listed".


Jimmy:              I gotcha. Okay.


Chris:              We have found that "Coming Soon" and "Open House" and "Price Reduction," like, you have to think about the kinds of buyers. A lot of people want what's new, but don't a lot of people want what's on sale, Jimmy? And don't a lot of people want what they can't get yet? You see what I'm saying?


Chris:              So we're just thinking of it a little bit more like, "Okay, we have an opportunity to do marketing at five or six different places" is the point, and "Sold" is a great one of those places to do it, that's obviously proof.


Chris:              Like, we try not to brag a lot about our success at Curaytor, but at the end of the day, if I don't share the accolades, if I don't tell you I'm on the Ink list, if I don't tell you I'm on Entrepreneur, if I don't tell you that we're blowing up, then I'm kind of a fraud because I need you guys to know that it's working.


Chris:              So if you're doing great marketing, and you're saying you're so good at what you do, if you're not promoting the sale and the review, you're not completing the feedback loop for your tribe, that's what Stephanie was doing there.


Jimmy:              Yeah, I love it. And I'll have our team actually share some of these examples that Chris is mentioning, and you'll see some of the nuances between, like, on Instagram, we don't just drop a link because you can't click on a link, we link them over to the bio, which has a link [inaudible 00:52:11]. So you guys will be able to see these things.


Jimmy:              But the big takeaway for me, Chris, is that everything listing has a life cycle, and everyone of those moments during the life cycle, you can actually run a campaign behind. And very few people actually do. So if you already have a listing, there's, like, five promotable events that happen during that listing that you could take advantage of.


Jimmy:              Okay, so let's move on, and let's talk specifically about actual campaigns we can run. And I'm going to pull up an example, and I'll try to talk through this, Chris, but I'll start with the first one here, which is a buyer angle, and this is ... and I want you to just talk through the angle here, which is: what can you get, for X amount, in this neighborhood? And I'll pull up the visual for you.


Chris:              Sure. So this is a good example of what I talked about appealing to people that aren't even necessarily buying. So we have seen, for years, New York Times, Wall Street Journal, "See what a million dollars can buy you right now in Miami. See what a half a million dollars buys you in five different cities."


Chris:              So this is one is certainly steering a buyer to a price range, but I live in Avalon Park here in Orlando, I am curious what 900,000 could get me here, I am not buying right now. So there's this natural curiosity, and where we find this one works the best, Jimmy, is at some of the higher price ranges.


Chris:              "What does a 900 get you? What does a million get you? What does two million get you?" If you look at the way the New York Times, the Wall Street Journal, Business Insider, typically the most clickbait on this one is to say, "Hey, would you like to see what a million bucks can buy you?"


Chris:              And, certainly, that gets some dreamers, but it also gets some people that that's the price range they're looking in. So that's an easy one for people to do: see what X can buy you right now in Y.


Jimmy:              Yeah, and I'll pull up another example here in a second, but I think the big takeaway for me there, Chris, is if you want to get listings above your average price point, and you have to create content that would attract leads who are above your average price point, it's just that simple.


Chris:              [crosstalk 00:54:20].


Jimmy:              All right, second one we're going to pull up here, Chris, is the difference between X, Y, and Z.


Chris:              Yeah, your brother, [Joey 00:54:26], found this great video on YouTube, we're going to talk a little bit about where we find the proven ideas because that is a big part of the show today. But, if you think about, like, I, right now, if I were looking at a half a million dollar home, it doesn't mean that I wouldn't want to know what one a little less or a little more costs.


Chris:              There's this natural curiosity. The reason this campaign killed it is because you really don't know the price range of buyers when you promote something across a whole city. And with Facebook right now, with the Fair Housing Act and all the drama, you're targeting geographically.


Chris:              So what this allows you to do is instead of trying to find a needle in a haystack, you're actually giving different price ranges of buyers something interesting. But I'll be honest, you know what I ... I clicked on this ad three times. I saw it in my feed, Veronica, our client here, I saw it three times, and I clicked on it all three times. Which price range do you think I clicked on, Jimmy?


Jimmy:              I think you clicked on the highest one.


Chris:              The one above mine.


Jimmy:              Yeah.


Chris:              You know what I'm saying? Because isn't that everybody's goal is to kind of upward mobility. So, my price range, in her ad, was really the middle one, and I looked at that one the first two times, and then the third time, I'm like, "You know what, we could afford the other one, let's check the other one."


Chris:              And I loved it. And it is very interesting to see the difference between them. So that was a great campaign, crushed it, hundreds and hundreds and hundreds of link clicks. And, Jimmy, that's an example, go back to that one really quick, that's an example of no weeks off but kind of a week off. If you can click on one of those links in the actual ad, what you guys will see here is that was not going to the blog, that went to the listing details results of that particular price range.


Chris:              So just one quick example there of being able to do really cool, really beautiful, really clever marketing, but not actually having to blog.


Jimmy:              Yeah, it's a really smart idea of [inaudible] repurposing idea. And there's actually one thing you guys should check out because, Chris mentioned Joe came up with this idea, there's actually a video company, called Wistia, that actually inspired us, and Wistia did an amazing campaign around this same concept, which is sort of comparing what a $1,000 video to a $10,000 video to a $100,000 video looks like.


Jimmy:              And it's just, like, this is kind of what we'll talk about a little bit later, Chris, but we get inspiration from outside of our industry 95% of the time. We find out what's working outside of our industry, and then we sort of incorporate it into real estate twist, if you will.


Chris:              Yeah, and you know why that works? Because what works on humans works on humans. They're just people, the Internet's just people. So, like, when we saw that, it was, like, clearly we're not going to a $100,000 video. We probably would be more in the $10,000 range, but it also made us think, "Well, shit, if we can do a $1,000 one that's good, let's look at that option." So that sort of "choose your own adventure," great job by Wistia, great job by Joey finding a comparable version on real estate.


Jimmy:              Cool, so next example we have right now, Chris, is using a listicle to basically highlight an amenity.


Chris:              Yeah, listicles, I mean you could either say you click on a lot of listicles, or lie, because the reality is: listicles work. So this is an example of 10 homes for sale, in a certain price range, with a certain amenity. So this is "Beautiful kitchens under 300k," for the market that that person happens to be in.


Chris:              Now, we did this about four years ago, five years ago, Jimmy, for [Heather Stevenson 00:58:13], there are certain amenities in certain price points in certain markets that are really sought after. And what ended up happening is we ran one that said "Seven homes for sale with pools, for under 450".


Chris:              Now, this was in California. And I believe Heather got over 700 leads from one ad because she nailed the price, and she nailed the amenity, and then the creative and all the other elements. But the listicles work great.


Chris:              I want to give, actually, credit to [Lauren] from our team, one of our great marketers. She started figuring out that there are very sought after ... because she works with clients all over the country. And so she's got clients in Atlanta telling her that she wants them to point out how great the basements are. And it's, like, "Well that don't work in Miami, we ain't even got basements," you know what I'm saying?


Chris:              So whether it's a big backyard, or a pool, whether it's a basement, you know what I'm saying? You take an amenity, you combine it with a price range, you find a small list, seven homes, three homes, and those do great, as well.


Jimmy:              Yeah, and the thing that's interesting to me about this is, if you pull the visual back up, Eric, and this is a really important pro-tip here, as I scroll down, at the bottom of the post, you see that we've taken a buyer-centric angle, "Ten homes with beautiful kitchens under 300k, and we have a seller CTA at the bottom of it, which is "Want to know how much your kitchen is worth?"


Jimmy:              This is a technique we call "bookending," which is the bottom of every article or piece of content you create, should actually get someone to either click or convert. And oftentimes, Chris, they leave them with basically nothing to do, which is going to result in them [crosstalk 00:59:57].


Chris:              Yeah, but, Jimmy, not even that, it's so relevant, "Want to know how much your kitchen is worth?" Like, you can't just do a generic one. The article's about kitchens, want to know how much yours is worth? When we did the Game of Thrones one, it said, "Doesn't your home deserve to be marketed like a castle?" The CTA has to be relevant, but, yes, that's a perfect example of turning buyer traffic into seller leads.


Jimmy:              So the next campaign, Chris, "Seller Angles," this is something I think that no real estate has ever run or said or done in the history of real estate marketing. Talk me through this idea.


Chris:              Yeah, you know, if you meat a real estate agent and say, "How's the market?" "Great." "Is now a good time to sell?" "Yes." I mean it's just over and over, and we thought, "You know what? Let's be the honest agent. Let's actually specifically point out reasons you should not sell," because there are some, if you're being a human.


Chris:              Scroll through this one for me a little bit, Jimmy. Like, how about if your home is going to be worth a lot more next year than now, and you don't need to sell? What if you go to sell, but your credit sucks now, and then you've got to rent because you can't buy a new one?


Chris:              Keep going, Jimmy. I love these. This is a great one. What if the reason you're selling is because a realtor said, "It's great," and he's your friend? You know what I'm saying? So when you look at this, I have to put a lot of money in, or I don't want to start over in a new area.


Chris:              Listen, there are times when selling is a mistake. And so what this does is it kind of just shakes people like, "Oh, that's interesting. I appreciate the honesty." And the reality is that that article, Jimmy, oh my god, because think about it: would you read that, or would you open an email about that, if you weren't thinking about selling your home?


Chris:              There's no one that's going to read an article about if selling their home's a mistake that's not thinking about selling it. And so what that does is that qualifies 100% of the visitors, and it qualifies 100% of the people that opened.


Chris:              Quick pro-tip for our clients: if you're watching right now, and you're a client, go to that link and put /convert at the end of it, and thank me later.


Jimmy:              So there's two points that I want to just hit on, that are worth sharing, before we move on to the next tip here. One of the techniques we use is we try to join the conversation that is happening within the consumer's mind. And that's actually a really important one.


Jimmy:              This is a mantra we have at Curaytor, you know, and when Chris and I were thinking about this, some of this stuff is so natural to us that we don't even think about it when we're doing it because we've been doing this for so long. But we have a consumer-first mindset: everything we say, consumer-first. So we're trying to join the conversation that's happening within their head.


Jimmy:              But the second point you just made there, Chris, which is: you want to do marketing, you want to create marketing that actually tells you something about the people you're marketing to. So in the event that you create a campaign about something, like selling your home, it tells you and it educates you about the person who's opening that, which then empowers your sales team.


Jimmy:              Because someone looks at a listing, what do you know? They're looking at a listing, hundreds of millions of people do that every month. When they open up content marketing specifically designed to be an angle for sellers, you now learn something about that consumer that you can then use in the sales process.


Jimmy:              Guys, this is how the pros do it, and this is how we want you to start thinking about developing a marketing plan. So, Chris, we've got a few more to cover here with us. And keeping on the seller angle here, this is one that-


Chris:              Well ... Go ahead.


Jimmy:              I think this is a good example of, like, controlling the narrative. This is a conversation that's starting to happen, people are starting to see ads for this, and this is sort of the response to the narrative, if you will.


Chris:              Yeah, exactly. So, there are companies in Seattle and Silicon Valley that want consumers to bypass an agent. Whether it's Redfin, Zillow, Opendoor, it is a phenomenon that's happening. And it is very appealing, like, you might get a letter from Opendoor, you might see an ad that says, "Hey, would you like to sell your house in zero showings, zero drama, zero stress?" Well, that sounds good, Jimmy.


Chris:              But then read that review, "I got fewer showings than any other house. I got well below my asking price. I would have sold it for way more if I used an agent." Keep going. Look at the Opendoor ones. You know what I mean? "All in all, the inspection was 12k. They made me spend 200 bucks to replace a light bulb."


Chris:              So there are pros and cons to the Silicon Valley way. But the Silicon Valley company's ain't going to talk about the cons, they're only going to talk about the pros. So you're absolutely right, are you going to fight back, or are you going to just take it?


Chris:              Go to the bottom review. The bottom review is my favorite one, I think it says like, "The only way you should use Opendoor is if you have to." "My property was on the market for 90 days, six viewings. They listened to the feedback, 36 people came, I got three offers, and sold my home."


Chris:              So at the end of the day, these companies are putting messaging out there that's anti-realtor. So why aren't you going to put some messaging out there that's anti-snake oil? These companies are over-promising, Jimmy, they're lowball offers, there's lack of communication, they don't actually buy 90% of the homes they say they will.


Chris:              Because once the person says, "I kind of need a full price offer. I don't have one of those "We Buy Ugly Houses," I have a real house. I ain't no fix-and-flip-it. I want to get full asking price above market value, ideally," then that model's not for you. But right now, the way they're marketing it, Jimmy, is that everybody in the world's going to click, click, sell, click, click buy.


Jimmy:              Yeah, let me just show this real quick. Guys, you might have seen this, we've covered this in the past on the Watercooler. This is an example of Opendoor's ads, "Sell your home directly to Opendoor. Yes, really." You can start to see how much is your home value gone up, you can start seeing the campaigns that they're actually having here, and they're really specifically designed to, "Save up to $6,000 in fees. Trade in your home, now you can."


Jimmy:              Like, it is basically designed, Chris, to make it sound like it's incredibly easy to sell your home without a real estate agent. And you can see, guys, I'm not even a quarter way down the page, look how many ads they are running to attract sellers in your area.


Jimmy:              This is why, Chris, you've been saying at the very beginning, like, you have got to be marketing consistently because, guess what, these guys are, and there's an army of them coming from us, not to fear monger here, but it's just the truth.


Chris:              Well, Jimmy, here's what's nice though about being the local guy, the David and the Goliath, they have to spread their message everywhere, and can just saturate your message in one place. And so it's much more effective to be the local person doing it all day every day in Orlando. Those Opendoor ads are running in the whole country. Zillow's commercials running in the whole country. The reality is that that messaging's out there.


Jimmy:              It is. And so the one takeaway, for me, for this post, Chris, this was not a real estate agent looking bitter, and complaining, "Oh, they don't know what they're doing, they're not experienced." All we're basically doing is saying, "Here's real feedback from real customers, you make the decision." And that's actually what great marketing does, it doesn't try to make the decision for the consumer, it presents the information in such a compelling way where the answer is obvious.


Jimmy:              And I think that's actually one of the ... maybe the little Judo tricks of marketing is, like, you want them to come to the conclusion, you don't want to tell them what they should think. That's what great marketers do, Chris.


Jimmy:              Okay, so next up, Chris, we have ... this one, I just want you to talk about this is the CEO of Zillow selling their home.


Chris:              Yeah, well you mentioned, like, if things are coming up in the conversation with consumers, you need to join that conversation and fight back. So if there is one thing that has come up in the conversation with real estate agents over the last decade, it's Zestimates.


Chris:              And they're all bitter, and they're all mad, and they all hate it, and they all complain about it. But whether you do that or not, consumers love the Zestimate, and, in many cases, sadly, they trust the Zestimate more than they trust you. Because the Zestimate don't get a commission, you do. Well, now they do, but they used to not.


Chris:              So, think about it, Jimmy, the ... this was an article in the LA Times, you guys can look it up, the CEO of Zillow sold his home for 40% less than the Zestimate. So, if they can't guess their own CEO's home correctly, they probably can't guess yours either.


Chris:              And we did an email campaign with that, and we basically said, "Would you like a [Zactimate 01:09:03]? Because they're only giving out Zestimates." And we have MLS data, we will do a 15-page in-depth report ... There it is, is that GeekWire?


Jimmy:              This is GeekWire, yep.


Chris:              Yeah, they broke the whole thing down, and it showed how inaccurate it was. And so, like, this is called "Show Me, Don't Tell Me" because, again, every realtor, they're going to have this fight about the Zestimate; we actually did something about it, third-party validation, "Look what this website said about this scenario," not "Look how I feel about what's happening."


Chris:              And it worked great. I remember one of our clients, Nat Ferguson, and by the way, if you're a Curaytor client, go to Brain and search for that email, it's in there. Just hit "Star" and you can use it. But that email, Nat Ferguson's inbox was overloaded with CMA requests from his network because he educated them, he didn't tell them that Zillow sucked.


Jimmy:              Yeah, it's a big idea, and, ultimately, this is a good example, again, Chris, of basically using third-party validated services basically to sort of point out that, like, this is accurate. This actually kind of reminds me a little bit of what you wrote in The Conversion Code about co-branding. Like, it's not you saying this, it's New York Times, it's LA Times, it's CNN, it's Fox News, whatever that might be, you're sort of referencing a real source.


Jimmy:              Okay, so next up here, Chris, one of the things that we know, or one of the reasons why we know consumers hire real estate agents isn't just because they're good at what they do, and because they can help them achieve the results, but also because they know the local area. That's actually something that's a really important part of the customer journey is you can be the right agent, but in the wrong market, in the consumer's mind. So how do we combat that with, like, localized content marketing?


Chris:              Sure. Well the cool thing, the Zillow angle is another one of those, like, yeah, it's "sellers," but it's interesting to everybody. Even if you're not selling your home right now, you're still hearing about Opendoor right now, so it's interesting to everybody.


Chris:              But this one is about Instagram, like, what are the most Instagrammable places in Roanoke, Virginia. And we did a really beautiful campaign, we embedded the most popular places from around Roanoke, and this was another one of those kind of proven ideas that a lot of mainstream blogs and publications have done something comparable. I think we found one, Jimmy, that said, "The most Instagrammed place in every state."


Chris:              So, this got a great click-through rate. This is perfect past client and sphere. This is modern co-branding, because it's Instagram, and they look at the call to action, "Hey, homes are popular on Instagram, too." And, of course, our clients do Instagram marketing for their listings.


Chris:              So the idea of being the digital mayor, you know, Jay Marks does "Foodie Friday". Dustin Oldfather does "Here's What's Happening this Weekend In," right? Those are all really good past client/sphere of influence content ideas that you can tap into. The most Instagrammable places in X, Y, and Z, that one really blew up, Jimmy.


Jimmy:              Yeah, and the next one we have here, Chris, and this is just sort of along the same lines of what you mentioned earlier, the Google Trends, which is taking advantage of what's happening right now as capturing people's attention, and then promoting that in that particular moment.


Jimmy:              Now this isn't evergreen, but this is something you can go back to the well on, you know, annually, as an example. So if you could pull this up for us, Eric, this is the Mother's Day campaign that we ran. And, as you can see here, we're just simply talking about the fact that there's things happening that all families and ages and people would, basically, appreciate, who want to celebrate Mother's Day.


Jimmy:              The funny thing about this, Chris, these types of campaigns do exceptionally well when it's complemented by hard-hitting content specifically about what you do. You can't just do this; otherwise, they're going to associate you as a travel guide. You've got to do the other stuff, but you've got to have this, too. You've got to have that other stuff to market to your past clients and sphere.


Jimmy:              Do you have anything else you want to add about this campaign?


Chris:              Not at all.


Jimmy:              Cool. All right, last one for us here, and this is the ... and we mentioned Jay Marks doing "Foodie Friday," another example, sort of the same type of style here, the Game of Thrones one. I do want to end on this one because I think this one's a really strong one we want to highlight.


Chris:              Well, like I said, have some fun, do some branding, do some marketing where the only goal is a smile, do some marketing where the only goal is, "That was really clever." You need to do that. So we did, "3 Game of Thrones Castles you've G.O.T. to see!" And then if you scroll down ... Now, listen, I have to say, right now, they are only taking cash offers on The Red Keep. There's no loans that are going to get approved for The Red Keep. But click through on that-


Jimmy:              You've got to say "Spoiler alert" before you say that, all right?


Chris:              I'm not giving spoiler alerts. If you haven't seen it, you haven't seen ... that's not really a spoiler alert. But we basically took a listing details page, and we put a castle in it, and we treated it, "Dining Where the Wine Flows," "Church That Will Make Your Enemies Green," "Beautiful views of the city below," "Nooks for Secret Meetings," like, we really created an experience.


Chris:              You can click through to Dragonstone, click through to Winterfell. So we created this experience, and it all connected together, we promoted it all over social, all through email, and it was just a home run. This is real marketing, my friends, this is branding, this is the stuff we all want to do. But you're absolutely right, Jimmy, you can't just do Mother's Day and Game of Thrones.


Jimmy:              No, you can't. But, no, it's funny because as I read through this copy, it does make you laugh, and sort of humanizes the brand, and it certainly takes it-


Chris:              And by the way, mad props to [Steve 01:15:01], my brother, from our Head of Marketing, he did the copy, he was on ... if you guys missed our Game of Thrones episode last week, go back to YouTube and iTunes, we did a whole show about Game of Thrones.


Jimmy:              I've got to go back and watch it, one of my favorite episodes. All right, so we just gave you guys, actually, it was more than eight ideas, Chris, but eight ideas on marketing strategies that you can execute to promote and sell to buyers, sellers, past clients, sphere of influence.


Jimmy:              Chris, talk through basically the entire strategy around how we think about the targeting, who we target, how we distribute it, how we think about angles. And we gave you some real examples of this.


Jimmy:              And what's so impressive about developing a marketing plan, Chris, we asked this poll question earlier: the vast majority of people don't blog more than one time a month. Curaytor clients are going to be blogging upwards of 45-50 times this year, and that sheer volume has an impact on the result of your marketing.


Jimmy:              You know, you mentioned the vicious cycle earlier, we're going to talk about where we get these ideas, in a second, but you mentioned the vicious cycle earlier. You know if you're in the vicious cycle if you can't market, sell, and service all at the same time. And I think a lot of people, right now, struggle with this, Chris. They do one or two of those things, they can't do all three.


Jimmy:              So, let's wrap it up here, Chris. It's great to be back on the Watercooler, thanks for carrying the torch for the last few weeks, it's been great watching the shows as a fan. And thanks to everyone for the kind words, for everyone who reached out to me, and all the love I've been getting. It's great to be back on the show, and interacting with you guys. And I feel like the rust is starting to shake off just a little bit.


Chris:              Yes.


Jimmy:              So, we are going to talk about the ideas, because we talk about where we get these ideas, and I'm going to have you talk me through our sources. I mentioned earlier, like 95% of it doesn't come from real estate agents because if you know what real estate agents do, they create marketing that's cheesy, or as irrelevant, or makes them invisible, we know this, so we look outside the industry. What are our sources of information, when we think about great ideas?


Chris:              Yeah, you know, at the end of the day, you've got to find ideas for your plan. And we've given you guys a bunch, and I hope we've pushed you in the right direction, but those ideas will end.


Chris:              Jimmy, one of the things we've learned, as content creators for a decade, is it's really tempting to sandbag ideas. Like, you have a good idea, and you don't want to use all your good ideas because if you use all your good ideas, you're going to be out of ideas. You have to use every good idea you got. If you don't empty the tank, you don't have the pressure to fill it back up.


Chris:              So, the first two places that you would look for good ideas, and this is just if you're already executing, is you look at your analytics. Like, what are the most popular articles you've ever written so far? Go to your social insights. One of the things we do, Jimmy, is we take the most popular tweets that you and I do, and we turn those into Instagram posts that also do well. So that would be an example of using Twitter analytics to come up with a post for Instagram.


Chris:              But another example is we did an article, a while back, called Seven Facebook Pages Worth Copying, and it blew up. So instead of trying to come up with a different idea, we said, "You know what, why don't we take that idea, and do Seven Emails Worth Copying, Seven Blogs Worth Copying." So, your insights, your analytics, your social data is a great place to find ideas.


Chris:              But the best place, we're going to give, like, five places, the best place is your brain. Very few people meet and sit down and come up with a plan. We brainstorm every week. We brainstorm for hours every month. We also empower our entire employee base to drop ideas they have, throughout the month, into a channel we call "The Brain Trust". I don't know if you're going to show that or not, Jimmy.


Jimmy:              Yeah, I'll pull it up, give me one second here, Chris.


Chris:              But, basically, we realize that some of the ideas come from clients, some of them comes from our staff, some of them come from my freaking wife. Ideas are out there. So what's funny is, like, it was, like, midnight one night, and I don't know what time it was, and I just said, "Game of Thrones castles as listing details pages," there it is right there, the yellow one. What time was that?


Jimmy:              Yeah, that was almost at midnight.


Chris:              Okay.


Jimmy:              We never stop thinking about marketing, it's sad, but it's true.


Chris:              Yeah, but, like, that little sentence, you guys can see it in yellow, that sentence turned into the campaign you just saw. So we have meetings that we call "Brainstorms" and then we have a channel that we call "The Brain Trust". So what happens is when we sit down for the brainstorm, Jimmy, we're not starting from scratch, we've got all the ideas we've dumped in, throughout the week and month, when we start, which helps a ton.


Jimmy:              Yeah, it does. And one more just to mention is BuzzSumo, we use BuzzSumo to do some research on different articles, as well. But I think fundamentally what's so important about what you said there is that even these masterminds that we have, the Brain Trust meetings, by doing ... and this is something that is a principle at Curaytor, that we actually have, that's part of our cultural code, it's called the "Debate It, Then Do It".


Jimmy:              I think not enough people are debating whether or not it's a good idea to market this plan this way. And we actually have pretty long conversations about, "Okay, is this is a good idea? Okay, it's a pretty good idea, how can it be better? How can we try this angle?" You've got to have that confidant, if you're doing this yourself, to basically bounce ideas of them. Otherwise, you're going to do generic marketing.


Chris:              Well it's a good point because half the ideas, like Angela, or [Kaitlynn 01:20:46], or somebody on our team, they will point us at an idea, and we will not use their idea, their idea will inspire the final idea we use. I hope that makes sense.


Chris:              But, Jimmy, just real quick, pull up BuzzSumo for me really quickly because this is such a powerful tool: buzzsumo.com. And just type in "Boston," Jimmy. Let's say we want to do some community local stuff. What this is showing you guys is in the last six months, what are the most viral articles on social media about Boston, okay? Now, you guys are clearly the most political state of all time. So it's Elizabeth Warren, it's Trump. But what's there about Kraft? Kraft and-


Jimmy:              Don't worry about that.


Chris:              Right, do you see what I'm saying, though? But I can't really read it because it's far away from where I'm sitting.


Jimmy:              It was something about Kraft and Trump, [crosstalk 01:21:42].


Chris:              Look on the right there, Jimmy, zoom in on the right where it says "Total Shares" because that's what people need to see. This is showing you, like, that article got a half a million engagements. This article got 136,000 engagements.


Chris:              Now, you can do more specific keyword searches. You could actually put in "boston.com" and you can see what are the most viral articles from a website. And then you can change the date ranges, so you could say "this week" "last week" "this month" "last month". So you see the "Julian Edelman Surprised a Seventh Grader with a Super Bowl Ticket".


Chris:              There's places to find proven ideas, so that you're not guessing. If you're not the most creative person, and you don't have that natural excitement for ideas that we do, leverage BuzzSumo, it's a good idea, it's a good place.


Jimmy:              Yeah, I love it. So, guys, I hope you got an insane amount of value at today's session. We're going to wrap up here, Chris, I'll have you take it to the house, but we covered who your plan should focus on, where you should execute your plan, how often should you create your plan, what you should actually create and post, and where you can find your best ideas. Marketing makes everything better, it's just that simple. The best businesses in the world, Chris, are great at marketing.


Chris:              Yeah, it's true, and it's funny because everybody's beating the technology drum. From what I can tell, agents are not leaving certain companies for better tech, they're leaving for better commission, you know what I'm saying? When you watch some of the companies that are moving, they're not just leaving for better tech, they're leaving for better math, in many cases.


Chris:              And one of the tweets that you did, Jimmy, that I thought was so perfect, that sums this up, "A CRM without great marketing is just a glorified phone book." The technology and the platform, yeah, that's where you do the marketing through, but if it were so easy, why does everybody do such bad marketing?


Chris:              So what we would love you guys to check out, we've got a quick 60-second commercial that explains how you can hire us to do your marketing plan every week and every month for you. ...


Chris:              What is your plan this week to grow your business through your marketing? If the answer's "nothing," you're not alone. So my question for us is: what's your plan to fix it? Our plan is amazing. It's about quality and consistency. Our plan attracts business so that you don't have to chase it. Our plan helps you get more referrals, more leads, and more sellers contacting you to list their home.


Chris:              Our plan includes marketing for your Facebook page, Instagram posts and stories, Twitter, LinkedIn, blog posts, and email marketing. We even give you exactly what to say when you call to follow up with a lead. Our plan is handed to you every single week: click, click, publish.


Chris:              Our plan is trackable and traceable, innovative and effective. And of course Curaytor includes a website, and landing pages, and email marketing tools. But tools are not the answer to growth. If you have a budget and a team, or you are a solo agent that is too busy to do your own marketing, we will do it for you, and we will do it better than you would do it yourself. ...


Chris:              That's Curaytor, Jimmy. If you guys want to hire us, you can go to curaytor.com, you can go to curaytor.com/wc and that will let us know that you were watching the Watercooler. Cheers. You can catch the replay on YouTube and iTunes. We air every Wednesday at 1:00 P.M. Jimmy, it's great to have you back. What's your plan? We've got a great one. Watercooler style, cheers, everybody.

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