JPW Realty

By combining one well-known strategy with something we just learned existed, you can dramatically increase the reach of your business posts and covert engagers into page followers.

Video Transcript:

Free Social Post Boost:

Here is a free and super easy way to get a boost on your posts. Usually when our agents share posts like this, they see at least a 2x lift in reach and often get up to 10x reach.

1. Find your best content on your business page, change who you are interacting as on your page to your self (personal profile).
2. Click Share
3. Select Share to Newsfeed (you might have to click More Options):

Turn Post Engagements Into Page Followers:

1) Find a post that has some reactions (likes, smiley faces, hearts, etc)

2) Click on the link where it says you have post reactions

3) A box will pop up and if any of the engagers aren’t already following your page, you will be able to invite them right there!

Facebook doesn’t make it easy to find the statistics you need to analyze your video performance! We’ll draw you a treasure map where X marks the data and then you can follow us all the way there.

Video Transcript:

Any good social media strategy must be rooted in objective data analysis. Look at what content performs the best and create more content like that. If you aren’t doing this you are shooting in the dark.

But it turns out, Facebook doesn’t really give you the data you need to analyze your videos! It’s in there somewhere, but you have to dig for it.

The easiest way to do a quick and dirty check on your Facebook content performance is in the Insights tab that can be found on the left-hand menu when you are logged in to your page. (NOTE: not much of this is available on the mobile app. Use your computer!) But you’ll notice that the videos report found under insights only tells you minutes viewed and 3 second video views. This isn’t enough to know what content is actually performing the best!

Here are two ways to find much more detailed data on Facebook videos. With this data it is much easier to see patterns and improve your content strategy.

1. Easy Method:

From the main left-hand menu of your Facebook page, click on Publishing Tools, then Creator Studio. A new tab will open and you can click on content library on the left, then sort the list to see only videos. You can edit the date range you are viewing as well.

This is what it will look like

Now you’ve got WAY more detail organized in a nice little table so you can easily scroll through and see what videos had the highest reach, view time, engagements, etc.

2) Advanced Nerd Method

From the main menu on your Facebook page, click on insights. By default, you will see the Overview tab and some nice summary stats for your page over the last 7 days. Click the export data button. Here you can export ALL of the metrics for your posts or videos over any given time period.

For video data analysis we use: Data Type – Video data, File Format – .csv, Date Range – your choice.

This will give you a nice dataset you can open in Excel or Google Sheets. After cleaning up the columns a bit you’ll be able to color code content types, move columns around so you can focus on the right data, and sort big to small to see your top videos based on different metrics.

Here is an example of one export I used to analyze some of our 2020 videos:

These videos should take you less than 20 minutes from start to finish and are consistently top performers!

Video Transcript:

Today we are looking at one of our top agent’s top three performing videos from the past few months. The key here is to realize the ROI of these videos and also to see how easy it can be to produce engaging video content! You can easily create videos like these three in under 20 minutes each.

NOTE: Go live on social whenever you can. Social media platforms are eating up live content right now. You’ll get a nice boost to viewership.

Video 1: Simple Listing Video – 200+ minutes viewed

Don’t overthink this! Stand outside the house, introduce yourself on selfie video and introduce the property. Tell them you are going to point out your three favorite things about the house.

Walk inside and quickly cover in 1 minute or less each your three favorite things about the house. It’s cool for people to see what houses look like inside so include the footage of you walking around. Make colorful commentary!

End the video with a thank you and a CTA to message you if someone is looking for a house. BOOM DONE.

Video 2: Giveaway Announcement – 250 minutes viewed

Go live. Announce your giveaway. Require someone to engage with your post with a like or a comment to enter. Ask a question for them to answer. Like would you rather have a mountain cabin or lake cabin. That’s it.

I would think these sorts of videos would be trash. But they are consistently the highest performing videos our agents make. Do one every month for your giveaways!

Video 3: Market Update – 240 minutes viewed

This is the one where you have to be careful. This sort of content is BORING. Remember that the buyers journey for real estate is a DECADE long. Most people don’t care about real estate for 9.5 out of every 10 years. So how may of your followers care about your market update? 1/20. Yikes.

Here is the key. And they do this in the video example above to great effect. Drop an easter egg! Do something towards the end of the video that is goofy and announce it in the video’s description. In this video they say that Ben sings at the end of the video, not knowing they were still filming. GOLD!

Learn why you should start making videos for your real estate business and some compelling reasons why maybe you should focus elsewhere. Plus a sneak peak behind the scenes to look at performance data from some of our top videos.

Video Transcript:

Everyone wants to make videos these days! We are convinced they are the best and most engaging content. This is sometimes very true and sometimes absolutely false.

We started ramping up our video production summer of 2020 and have produced over 100 videos in the 7 months since then ranging from short 3 minute videos like the marketing videos I make all the way up to hour or so long studio produced, shot, and edited videos that my colleague Andy Waller creates.

So . . .

Why should you make videos?

Videos can have some of the highest mindspace return of any marketing asset. That’s a weird way of saying you can get the most attention captured with a video compared to the cost of a video vs other types of marketing assets.

If you think about it you are lucky to keep the attention with any of your sphere members for a few seconds every month via your marketing. The buyers journey in real estate is 10 years long! The average person in your sphere only cares about real estate for 6 months out of every decade! So how can you capture their attention for more that the few seconds a text, message, or social post captures? And how can you do this consistently so you are grabbing quality mindspace every day, week, month, year?

Well, because videos are long form content and social media platforms currently favor video content, if you can figure out a way to create engaging video content at an extremely low cost, you can maximize the amount of attention and mindspace you marketing garners to ensure you lock down your sphere’s loyalty as they crawl through that decade long journey between real estate transactions!

First things first, you need to understand the ROI of your video content and of all your marketing content in general. This technically isn’t ROI but take it from someone who has been in the marketing agency industry for long time, everyone wants to talk about ROI but most of the time they can’t really measure it and end up making it up. What we are interested in is being able to calculate the ratio of marketing output to cost input. This gives us an ROI of sorts or an understanding of the value of that marketing piece. The general equation is:

MARKETING IMPACT / COST = VALUE OF THAT MARKETING

In many cases on social media the marketing impact will be measured by something like impressions, minutes viewed, reach, eyeballs etc. When it’s your goal to keep your sphere of a few hundred people engaged with you to some level for a DECADE at a time, this sort of metric is what we care about! How many of the people in our sphere are seeing our content? How many of they are being reminded that we exist as a baller RE agent? And how often are we reminding them of that fact?

We measure cost in terms of time spent to produce the marketing piece. Cranking out a social post might take you a matter of minutes and bee seen by a few dozen people. Making a video could take you hours if you aren’t careful. Guess how long my average marketing minute video takes me, from start to finish? I’m talking from the second I start thinking about what I’ll do the video on all the way through to when it is posted on the 3 social media outlets we use and on our website. No more than 20 minutes!

So as an example let’s take this video for example. This video took me about 20 minutes to produce. So far (it’s been 2 weeks) that video has 242 minutes of view time on Facebook alone. So that’s a 10x return on my time spent. Those numbers blow us away. We spent 20 minutes of our time and captured the attention of our marketing audience for 242 minutes!

STOP – do not pass the video GO UNLESS:

You are getting close to posting on social every day for your business.

You are likely to get the best ROI for the time you spend marketing your real estate business AT FIRST by getting into a good groove for posting to social media. Your average post should take only a few minutes, if that, to create. And it should be seen by around 20% of your audience. And posts are way easier to create consistently than videos. So start with posting! Then once you dominate that, move on to videos.

If you are struggling to come up with content we do recommend using this free automated social media service. We’ve seen it perform well for many of our agents. Or you could consider doing their paid version, which performs even better!

Alex shares his story about getting into real estate, choosing a brokerage, and taking opportunities as they come.

We’ll look at 2020 industry averages and compare them to the average email performance of JPW agents. Guess who is better?

Video Transcript:

Nobody wants to be a spammer!

Many of the agents I coach voice a fear that their newsletters will come off as spam. Luckily there is one easy way to find out if you are spammer and it really has nothing to do with your actual content and 100% to do with your email performance metrics.

Campaign Monitor’s 2020 email marketing study found that the average email performance stats for Real Estate are:

20% Open Rate

3.5% Click Through Rate

0.2% Unsubscribe Rate

Honestly, these aren’t too good! Only 1 in 5 people open the average RE email. However, keep in mind that these stats include marketing emails from big companies like Zillow, Realtor.com, Redfin etc. Those emails function very differently that your newsletters. You should be sending email to your sphere, not a huge list of randos you don’t know.

Find out if you are a spammer:

If your average email campaign has a lower open rate than 20%, you are probably a bit of a spammer. This means less people want to read your emails than the mass marketing emails sent by huge companies to people they don’t know. If this is the case, you either need to trim out the fat (lots of it) from your email list, getting rid of the Bs and Cs to focus on your As. Or you should completely rethink your email strategy and figure out how to provide your audience with more value. Maybe you need to ramp up or highlight your giveaway more!

JP Willman Agent Email Performance:

40% Open Rate

7% Click Through Rate

That’s right, our email campaigns perform at double the industry average!

If your email stats are close to ours, you are leading the pack with unabashed value and quality content. Nice work.

There is one critical statistic you need to determine the success of every post and Facebook/Insta/Big Piggy Tech Company WON’T tell you what it is!

Video Transcript:

Hello everybody! Cooper here and today I want to be sharing with you a little industry secret that we digital marketing ninjas all know. It’s a critical part of our training. When we have our ninja initiation ceremony with our digital marketing sensei they whisper the secret into your ear before you go out and start fighting the evils of the big tech companies.

This is really the only effective way to determine the success of any social media post.

The most important statistic is called the Reached Rate. You might ask, hey Coop, how come I’ve never heard of that before? That’s because it doesn’t exist!

Most people look at the statistics that Facebook or Instagram gives than in the reports and this isn’t in those reports because it’s actually a relative way to analyze the success of post.

It’s easy and simple to calculate you just have to know how many followers your account has and the number of people who saw a post.

To calculate Reach rate you divide the post reach (might be called view/impressions/eyeballs) by the number of followers you have on your account.

REACH RATE =

POST REACH / ACCOUNT FOLLOWERS

That gives you as a percentage which you can compare across different social media accounts it gives you an understanding of what percent of your followers saw that post.

This is so important because when we’re doing your social media strategy you’re posting all kinds of different types of content. You must post a video then you might post a giveaway then you might post a funny picture of Bernie Sanders photoshopped into the front porch of a house for sale. How can you compare the success of a giveaway video to a market update compared to a link to an article?

What people don’t realize is they think in their minds they think how can I create content that my audience will love? But there’s actually a pretty critical step in that process that you’re missing when you think that way.

It’s not your audience that sees your content first it’s the social media giant that you’re using. Every time you post, your content goes into this giant black box which is facebook instagram, you know whoever, it goes into their algorithm. They shut the door with your post content and they say I think today we will show this post to bob and mary and you know your great aunt sally who lives in Texas. They they decide all that.

You have absolutely no control over who sees your post, absolutely no control.

So you should be writing your content to please the algorithm, not your audience.

And the only way to know what content the algorithm likes is to calculate and compare your post reach rates.

Most of our agent’s posts have a reach rate between 8-15%. Some of our agents routinely hit 30%.

So, start doing the math in your head when you are analyzing post performance. Compare your average reach rates between different social platforms. We find that Instagram posts tend to get much higher reach rates. Compare your reach rate between different posts and look for patterns in content types. What types of content tend to have the highest reach rates?