Create Lead Generating Ads / Boost / Essentials

Today we are going to learn how to create Lead Generating Listing Ads with Boost before we get started, just a reminder to make sure you are reviewing the requirements in your area with your broker, including those related to non essential business and telemarketing to consumers. The tools and programs mentioned in this demonstration are optional and discuss best practices for your consideration. And then I have a couple reminders here as well about how to make sure you are not violating the Telephone Consumer Protection Act. Today's demonstration will cover Boost. Boost is a tile and desk that allows you to create targeted and gated digital ads on Facebook, Instagram and over a thousand different websites such as msn, cnn, Business Insider, the Weather Channel and more. You can run ads yourself or through our Listing Marketing program Listing Concierge choose from a variety of price points, ad durations and number of views to tailor your digital listing ads. In today's live demonstration we will be covering the following the types of ads that are available such as just listed, just sold, open houses and price change notifications how to create listing ads for your own listings and with permission for other agent listings and how to create the ad personalize it with a video slideshow, pick who will see your ad and track any engagement or leads you may receive. Now we're going to hop into a live demo to open boost. First open CBDesk by going to mycbdesk.com once you have logged into Desk, search for the Boost tile. You can do so by scrolling through Desk or you can search Boost in the search box at the top of the screen like so. The exact tile name is Boost Parentheses Homespotter, so don't get confused if you don't see a tile that just says Boost. Once you have discovered the tile on Desk or typed it into the top, you will open to a page like this. The first and most important thing to do is click your profile picture at the top right corner and click on the Account Settings button. After this you will want to click Boost Notification Preferences and here is where you can make sure your preferred notifications are turned on. The other thing you can do on the screen is connect to your Facebook business page. If you click Boost Settings right here, you'll see the option to allow your ad to be displayed from your business Facebook account, not the Coldwell Banker Realty account, but more on this later. Once your settings are updated, you can click the Coldwell Banker logo in the top left corner to navigate back to the home screen. At the top you will see all your current active and recently sold listings. All these listings will have ads you can edit and run. Below these listings you will see any ads that you are currently running and any campaigns that have ended in the last 30 days. The stats at the top of this section will show your overall performance and each ad will have individual stats too. Engaged Is anyone who has unlocked the address or photos of your listing or liked, commented or shared on social media Clicks Is anyone who has clicked one of your ads and ad views Is anyone who has scrolled past your ad on social media or seen it on a web page. You can also change your filters right here so you can see the exact ad that you are looking for. Finally, you will see Agent Promotion campaigns below your current ads. This section allows you to customize an ad and promote yourself rather than a listing. However, we will not get into that today. This is a separate class, but I highly encourage you to take that one as well. Let's scroll back to the top of the screen and select a listing. To boost. You'll want to click on Create Listing Ad, which will take you to a new screen that will allow you to make the following changes. As you make these changes, the ad displayed on the left will update in real time. You can switch back and forth between the Facebook Preview, Web Preview and Landing page at any time to see your changes. The first thing we're going to do is select the type of ad we'd like to run. We're going to click this dropdown right here and see our different options. New Listing Virtual Tour Upcoming Open House Price Improvement Active Listing but not new and then once your listing is sold, you'll also see a Just Sold option populate as well. For today's demonstration, I'm going to show you how to run an active listing, but not a new one. Once I've selected the ad type, I'm going to scroll down here to add Creative. I'm going to click Edit here in a minute, but before we get there, one thing to note. You do have the option to toggle on the Upgrade to Video option like so, and this will give you a video to run on social media. However, please note that it does make the price of your ad go up right here. Once you've clicked Edit, the first thing you'll see is the ability to change your headshot and the listing photo that you'd like to use. On both, you can choose the photo of your choice. Make sure you have full rights to the image that you are using. Below the photos, you will see the option to upgrade to video again. If you choose to upgrade to video. You will have two options for the video creation. Option one is using the video that Boost provides. You are only allowed up to six images to showcase. You can also change the order in which the images are displayed. And if you click Edit Video, this is where you can see those different images and drag them right here to reorder them. Option two is to upload your own video. You can click Upload Video right here and upload a 20 second video in one of the following formats. 16 by 9 which is landscape or 9 x 16 which is portrait or 1 by 1 which is a square. For this we recommend using Morpheus, a video creation tool we have available on Desk through Marketing Center. We do hold a class that teaches you how to make the video and then upload it to Boost and this is another one I highly recommend you tap. You attend. After you've switched out your photos or uploaded your video if that's your choice. You're going to see a section we already touched upon where you can see what Facebook account this ad is going to run from. If you haven't already changed your settings to display from your Facebook Business account, you can change it here by clicking Change Page and and following the steps to enter your login information. If you don't have a Facebook Business account, you can leave this section as is and your app will display from Coldwell Banker Realty's Facebook Business Account. The next two sections allow you to change your name and brokerage. You may want to edit your name if you have a nickname, but beyond that I would leave these two boxes as they are. Afterwards you may be done editing your ad images and text. However, most people like to edit the caption on their social media posts. If you see text boxes to fill in on this screen, great, you are ready to start editing. If not, you may need to click the toggle button to the right of Auto Populate text fields and turn it off like so. This will display new fields that you can edit, including the Social ad text and Web Ad text. Now let's review each of the text boxes you can edit. The Facebook headline is the main description in the Facebook post. The Facebook title changes the first line of text below your listing photo right over here. The Facebook link description changes the second line of text under your listing photo and should entice people to click on your ad. You can see that one right here. Once you start on this next Web Ad text section, I recommend clicking Web at the top of the screen under Add Draft so you can see your edits in real time this is where we're going to start editing the web ad that you'll be able to see on the different websites we mentioned earlier, such as msn, ESPN Weather Channel, and more. This name and phone number section right here can be edited. If there's something else you'd like to share here, but if you remove your DRE number, you must add it somewhere else. Please note that not all states require you to display your DRE number. If you are in a state that requires you to display it, we recommend leaving this section as is. If you're not sure if your state requires a DRE number, please check with your local broker. Address can also be edited if you'd like to share the full address rather than the default city comma state. This final line for beds, baths and price can also be changed if you'd like One thing to note on all three of these I do think they look fine as is and I rarely see anyone change them. Once you're done with that section, we're going to scroll down here to how many ad views you want to get. Once you start moving the slider, you will see your ad price increase as well as the estimated number of clicks right down here. Once you've determined how many ad views you'd like to get, you need to decide how fast you'd like to get those views. For example, you may want 7,300 to 14,000 views and try to get that in seven days. The more we increase the number of days the ad is going to run, you'll see the number of views will go up, as well as the clicks as well as the price. Please note that those views are not guaranteed in the number of days chosen below this, you'll just see a couple of samples of where your ad will be seen, and you'll also see the option for an additional ad placement on the Nextdoor app. Please note that deciding to advertise on nextdoor will also result in the cost of your ad going up. Keep scrolling to the who will see this ad section and click Edit. This section is very exciting because it's where you decide which areas you'd like to target. Your ad will default to targeting a radius around the listing. However, you can either change that location or you can add others on. You can target up to five areas at once, so if you know a lot of people moved to your area from a particular city or zip code, you can target them. In addition to targeting the radius around your listing, I also want to mention that the people viewing these ads are actively looking for properties on the Internet. You have probably seen this in other ads from other companies. For example, you may be looking for shoes and suddenly you are getting ads for them. This is how Boost ads work. To add another area, you could type it in right here under Target Areas and click Add. If you decide you don't want an area anymore, you can delete it right here. The radius is required by fair housing laws, but in addition to the radius, you can also add on a list of the specific people you'd like to target by clicking Add on a custom audience of contacts and website visitors. Radio here. Once you do that, you will be taken to a new page where you will have the ability to upload a spreadsheet with the people you are trying to target. You need to have at least 300 contacts for proper results, but all you need to include on that spreadsheet is your contact's email, phone number or both. No name or address required. You can also add your seller's information to get targeted, but more on this later. We go back to the main screen. We're going to click Edit next to this where should add clicks Go section When you get to this new page, the first thing you will do is see the question do you have a virtual tour video? For this you may do one of the Upload your own video. This can be a video you created with the Marketing center tool Morpheus, as mentioned earlier. Or the second option right here would be to use a video tour link. This is usually given to you by the vendor who created the video. Below this section you will see a toggle switch that will allow you to require an email address each time a viewer would like to see more than one photo of your listing. The last thing in this section is your landing page. Boost already comes with a landing page where they will help you with the deliver leads instantly to your inbox. Any leads that come with an email address can also be added to future custom audience spreadsheets for retargeting. The page will give you a report of your engagement in your dashboard, so you may quickly see how many people have engaged with your landing page or your ad on social media. As mentioned before, your engagement consists of people clicking on your ad to unlock more photos, the address and the map. The mobile friendly web page is optimized for lead capture. The last option in this section is for those users who would like to use their own custom landing page right here. This can connect to a landing page on your website, a form or any other source that you'd like to use Please note that if you do opt out of using the Boost landing page, you are not going to see who engaged directly from the Boost dashboard, but rather from the landing page of your choice. So I'm going to opt to use a Boost landing page. Finally, on this main screen, the last thing we're going to do is click Add Payment Method and and enter your credit card information so your ad can start running. If you're a new user and you're purchasing an ad directly from Boost, use the promo code Boost101 for 10% off. If you're co listing a property with another agent or would like to advertise a property from another agent in your office, you may create an ad using Boost. Of course, you need to get explicit permission from the listing agent before you advertise it. We always recommend you get written consent before you start creating the ad. To do so you will need to visit the youe Ads Campaign section down here where you will see a search bar. In this search bar you can either search for a property using the agent's name, property address, or MLS number. Once the property populates, you may click on the Create Listing Ad button. Here you will want to repeat the steps I showed you earlier to create the listing ad. Please note that the ad will only display your name and your information and not the listing agent. This is why it's important to ask for consent before you get started. Once your ad starts running, it will take about 24 hours for your analytics to start appearing. When they become available, you will see them on the home page right here in the your Ads Campaign section. Let's look now to review. We can see some basic stats on this homepage, engaged clicks and ad views. However, if we click View we can see even more information. We can get a refresher on what our ad text looks like on both Facebook and the over a thousand different websites that the ad could run on. Over on the right hand side you'll see a small box with a light bulb on it. Click the button here and add your seller's information. That way the ad will be sure to start targeting your seller. I always tell agents they shouldn't even tell their client that they targeted them. Just let the ad pop up on your client's screen and hopefully they will call you and tell you how excited they are to see their house. Below the light bulb you'll also see how long your campaign has been running and below that the geographic area or areas you are targeting. Now in the top right corner you'll see a tab that says Engaged. This is where you can see people who have contacted you through the ad, given their name and sometimes email or phone number to unlock more photos of your listing just for reference. When someone unlocks the ad, this means they've provided their contact information to access the ad. On the right is a blue button that says Export Leads. If you'd like a spreadsheet of your leads information, one last thing to draw your attention to, there is a chat box in the corner of the screen that will connect you to a live agent. They are great for answering any quick questions you might have, especially technical ones. I want to remind you of our next available appointment service where you can book a 20 minute solution oriented virtual appointment with one of our over 100 marketers in as little as two business hours. You can. You can book these appointments for support on our core marketing tools@next availableappointment.com.