Tools and apps to help you stay connected with clients.

As technology continues to become more portable and easier to use, there are a lot of practical applications for a variety of new ways to communicate and keep your day organized. This is a huge benefit, especially for real estate professionals by allowing a much more effective way to stay in touch with their clients and keep track of and allow the scheduling of more appointments.

One – stop communication

One of the biggest communication tools out there right now is Slack, which many business and corporations have switched over to for team and internal communications; as it allows for users to communicate and keep all communication in one place, rather than spreading the information across several channels like email, texts, and phone calls. Agents may also want to communicate with clients through a tool like slack, as it ensures that all information communicated is in one, easy to access place.

Tracking appointments

While slack offers an amazing avenue to keep track off all communication, other tools are needed to keep track of meetings and appointments. For this a tool such as Evernote or OmniFocus, which allow users to set reminders and keep all appointments and meetings in one app/tool that is easy to use. Once in the habit of entering this information on a regular basis, these tools become indispensable for agents.

Many of these apps/tools, including Evernote, will allow agents to digitize documents they may encounter during the sale process. Others, like HelloSign even allows the ability to electronically sign documents and integrates with Evernote to provide synergy and an overall ease of use.

Automation

In every business automation can help achieve various business goals with more ease, if it is done correctly. According to Adwerx if automation is done correctly it can quickly pay off for agents very quickly. Automation could be in the form of workflows to ensure agents see emails and communication, or automated reminders and marketing emails, but either will allow agents to be more focused on their customers.

In general, it is always a great idea for agents to keep their eyes out for new apps and tools that may help streamline business and daily meetings/tasks. Fortunately, more apps, software, and tools continue to be developed all the time, so there is always a strong option to help automate and streamline appointments and communication with customers.

Changes to Facebook Ad Targeting: How does it affect Real Estate Agents

Changes to Facebook Ad Targeting

A larger number or real estate agents have utilized Facebook as part of their day to day marketing over the past several years. This has been due to the ability to reach a target audience very easily through their ad targeting.

However, a recent announcement about Facebook ad targeting being discriminatory has changed the way their ad targeting will work for housing, employment, and credit ads.

Why the change?

The first part of this which is important to understand is why this change is happening. For several years Facebook has been fighting accusations and lawsuits regarding discrimination being enabled through their ad targeting. The most recent of these was an Equal Employment Opportunity complaint by the American Civil Liberties Union (ACLU) alleging that Facebook allowed job ads to discriminate against women.

Due to this, Facebook has made an agreement to build a designated portal for advertisers to create housing, employment, and credit ads; which will not allow the ability to target users by age, gender, zip code, or other categories covered by anti-discrimination law. Additionally, they will also build a tool for anyone to view any housing ad anywhere in the US, regardless of who is targeted for or where they live. Other ad changes will include:

  • Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age, gender or zip code.
  • Advertisers offering housing, employment and credit opportunities will have a much smaller set of targeting categories to use in their campaigns overall. …
  • We’re building a tool so you can search for and view all current housing ads in the US targeted to different places across the country, regardless of whether the ads are shown to you.

How this affects Real Estate Agents

This means that agents will need to deal with broader targeting for ads. Instead of being able to target specific zip codes, an area with a radius of at least 15 miles from the center of a city or any address will need to be selected.

Facebook HEC ads will also no longer be able to specify targets based on the following discriminatory characteristics:

  • Race
  • Color
  • National origin
  • Ethnicity
  • Gender
  • Age
  • Religion
  • Family status
  • Disability
  • Multicultural affinity
  • Sexual orientation

Lookalike Audience Tool

The Lookalike Audience tool will also not allow you to consider any of the characteristics or targeting tactics that have been excluded. All of these changes will be reflected in the new portal Facebook is creating, which will ensure the new limits are applied to Facebook, Instagram, and Messenger ads.

What can you do?

The first thing that can be done is to increase your ads. If you are concerned about losing exposure with these changes, there are 3 ways you can increase your ads to draw more attention.

  • Use Video: Most marketing experts back video as the most compelling content out there. In fact, videos shared on social media get 1200% more views than the combined efforts of text and images.
  • Get Shared: Strong content that provides value or interest will help you get more shares and visibility. To make the most use of your ads/posts make sure they trigger emotion, offer valuable advice, and contain an engaging headline to attract attention.
  • Try New Tools: Use Local Expert to target in-market buyers with ads on realtor.com. You can then re-target the same buyers on their Facebook news feed.