Pack the Open House: Strategies to Bring Buyers / DIY Listing Marketing / Advanced

This demonstration is Pack the Open House strategies to bring an advanced level workshop. We appreciate you viewing this recording since this program is optional and discusses best practices for your consideration. Please make sure to review any specific requirements in your region with your manager, especially those related to contacting consumers. As an affiliated agent, you can tap into AI tools like Microsoft Copilot to create reports, presentations, emails and marketing materials. It can help streamline tasks and boost efficiency. But remember, AI isn't always spot on, so it is essential you proofread and ensure the information is accurate because ultimately you are responsible for the content. When using AI generated content, consider adding a disclosure such as Content generated with AI assistance. Also remember to stay compliant with copyright laws, ethical standards, and fair housing regulations. Lastly, exercise good judgment, protect confidential information and review AI generated content thoughtfully and thoroughly. We do want to highlight the importance of the Telephone Consumer Protection act, better known as the tcpa. The general rule is that it's okay to call people who recently gave you their phone number, but remember to check the DNC list regularly if you haven't spoken to that person recently. You will also want to check the DNC list anytime you don't have explicit permission. Automated calling or texting platforms should never be used. Pre recorded messages and artificial voices should never be used. You will be personally liable for any violations of the TCPA. To access CBRs do not contact system, first sign on to Description and then click on the tile for Do Not Contact. You can then type in a phone number or multiple records to be checked and the results will show any records for Federal, State or anywhere Advisors Company Do Not Call Lists Today's demonstration includes three different tools. First, we'll go over the process of creating an open house ad in Boost. Boost is a platform that allows you to create targeted and gated digital ads that appear on Facebook, Instagram and over 1,000 different websites. Next, we'll locate easily downloadable and shareable social media options in Marketing center, which is a platform designed to streamline the marketing process for affiliated agents, providing them with the tools needed to effectively market themselves and their listings. Finally, we'll locate E Cards, which are found in the suite of tools offered by Moxie Impress. This allows affiliated agents to efficiently produce customized marketing kits or or individual products. In this case, the E cards can be used to promote properties in a professional and visually appealing way to reach potential buyers. In this recorded demonstration, we'll be covering the following topics. First, we'll go over the different types of Boost ad campaigns available for you to promote your listing and open Houses. We'll then go over how to initiate and an Open House ad campaign. How you can then edit that, run it for your own listings, or with permission for other agents listings. We'll also talk about editing different options, defining the audience, and tracking any engagement from leads that you may receive. Then we'll go into the Marketing center and go over how to create and download Open House social templates. And then lastly, we'll go into Moxie Impress and we'll talk about how we can locate, create and send e cards. Now let's jump into the live demonstration. Let's start off by going over how we can utilize Boost to run a social media and web campaign promoting our upcoming Open House. To access Boost, first log into mycbdesk.com and then locate the tile called Boost Homespotter. If you have any trouble locating that tile, you can always utilize the Find an App feature. Simply type in Boost and it should narrow down your tile results. Once we are on our Boost dashboard, if we have any upcoming open houses or active listings, you will see those displayed at the very top of your screen with an option to create listing ad. In this case, go ahead and create listing ad and this will bring up the different options that we have for creating that ad campaign. We're going to go through all of the different options top to bottom. Over on the left half of the screen you can see a preview of what our ad looks like and I can utilize the three tabs to kind of see how that updates in real time. And over on the right half of the screen we have all of the different configur options for this ad. So in this case it defaulted to an active listing ad. In this case though, I do want to promote an upcoming open house and so I'm going to click that ad type dropdown and change that to Upcoming Open House. If you have entered your open house information on the mls, it should automatically bring in information about the next upcoming open house. If it didn't or if you needed to edit that, there is an option to edit that upcoming open House information. I can select a different date or I can select an option to schedule a new time as well. In this case, I'm going to select an upcoming open house and once that repopulates, I'm going to click on Save and update. The next section that we're going to work on is the Ad Creative. So the first thing that I'm going to do is click on the little green edit button and you'll see that is going to bring up a bunch of different options related to the content that is in this ad. If I wanted to switch out my agent headshot or change to a different listing photo, I do have that option here. I also have the option to upgrade to a video ad. So video has been shown to be more engaging. It is also more expensive and you'll see that price update in real time. If you wanted to upgrade to video, you could automatically generate a slideshow from the MLS listing photos, or you can upload your own video. For example, you could go to your listing concierge order and download the YouTube ad or the virtual tour and upload that. That's an option as the next thing that I want to go over, which is very important is where this ad will be posted. So you can see under this section it says Business Page. Coldal Banker Realty Boost is unique in that even if you don't have your own personal business page, it still allows you to run a social media and web ad campaign. And the way that it does it is it will run it through your local Cold Banker realty business profile. If you do have your own personal Facebook business page, though, I would recommend linking it to your own account. And the way that you can do that is by clicking on Change page and it's going to bring up an option to log into Facebook. You would enter your Facebook credentials, select your business Facebook page, and then you would see that the business page will then be your own personal page and that ad will run from your personal page. This is a great way to kind of increase exposure of your own personal page, also to potentially drive more traffic to your page. But again, don't worry if you don't have your own business page. We can always utilize your Cold Banker local company page. You can see here I also have the ability to update my name brokerage the ad text for the social ad as well as the web ad. So you can see that there's those are two different sections. So the social ad text of course corresponds to the Facebook and Instagram ad which you see a preview of now and then. If I click on the tab for the web ad, that is the ad that appears on different websites. Once I've made my desired changes, I'm going to click on save and update. The next option is how many ad views I would like to pay for and you can see I can adjust this slider. There are two other things changing as I adjust my ad view. So you can see down below it is also adjusting the approximate number of clicks I can expect for this number of views and in the very bottom right you can see the price of that ad adjust as well. The next option is whether I would like this ad to appear on nextdoor as well. If you would like to do that, you can simply click on that option again. The price will update in real time. The next thing that we're going to talk about is the targeting for this ad. So in this section who will see this ad? I'm going to click on Edit and by default Boost will target people around the listing location. You do have the ability to add up to five more locations to this targeting. So in addition to geotargeting, Boost also uses an intelligent targeting system that is meant to identify prospective buyers or people that will be interested in your listing. In addition to this intelligent geo targeting which you can learn more about by clicking this link here, you do have the ability to add a custom audience as well. So I'm going to click that option. This allows you to upload your own spreadsheet or CSV file of contacts. You do need a contacts, phone number or email address to do the targeting and you do need at least 300 contacts as well. So this is a really good option if you have a list that you would like to target. If you if you don't, we can always say nevermind. I just like to target an area. So I've added an additional targeted area. I'm going to click on Save and Update. The next option is where should these ad clicks go? And in general I would recommend not making any changes to this. By default, these Boost ads will take visitors to a landing page and on that landing page is information about your listing. You can see here there's an option to require contact information to view the photos, view the address, a map of the property, things like that. And that's really how the lead capture system works. So if a visitor wants more information, they have to submit their information which is then provided to you as a lead. It is possible though to upload a video to this landing page or a link to a virtual tour, but in general you do want to utilize the default landing page and require contact information to view more photos. So in this case I'm going to click on Save and Update. The last part to get this ad up and running would be to enter my billing information in the form of a credit card and and then click on the option to purchase once my ad is up and running or after that campaign has completed. Maybe I want to come back in and view analytics after the weekend has passed, after my open House has passed. Just to note so you'll notice when you run an open house ad there is no option for the length of the campaign. And the reason that is is because all of these views will be served by before the open house date. So just be aware of that. If you wanted to run this ad for a certain amount of time, you would have to switch that ad type to an active listing ad and then you'll see that you have the ability to also adjust the length of the campaign. Again, because this is specifically an open house ad, what will happen is all of those views will be served before the open house time. So let's say our open house date has passed and we want to see if we generated any engagement or leads from this open house ad. What we can do is go back to our dashboard. In this case I'm just going to go backwards and you'll be able to see a section if you scroll down called your ad campaigns. This will show by default any campaigns in the last 30 days. Although it is possible to go further back in time. Here I can see a campaign that has recently ended. I'm going to go ahead and click on the View button and I want to bring your attention to the Engage tab. So this is where I can see how many times that ad was viewed, how many clicks it generated, and how many engagements or leads came from those clicks. For most engagements you will be able to see that person's name and email address. You also have the ability to export that lead information as a CSV if you wanted to do any follow up marketing such as uploading them to your CRM, adding them to a buyer campaign, etc. The last thing that I want to bring to your attention is that it is possible to run a boost ad campaign if you are a non primary co listing agent or if you have permission from another agent in your office or brokerage to run a campaign on their behalf. So here we are in a dashboard and you can see at the top that this account does not have any current listings. What I can do in this case is scroll down to the ad campaign section and enter an MLS ID for a listing belonging to another agent in my office or brokerage. I can then scroll down and I can see that I now have the ability to create an ad for that listing. The process would be exactly the same as what we just went over. Be aware that when that campaign runs it will only have your contact information. So again you do need explicit permission from the listing agent to run this campaign on their behalf. Now that we've gone over how to utilize Boost to create a paid ad campaign to promote an upcoming Open House. Let's talk about how we can utilize Marketing center to create materials in order to promote our open house organically on social media. To access Marketing center, we are going to go to mycpdesk.com again. We can utilize the find an app feature to type in Marketing Center. We can, which should narrow down our results. And here you'll see our tile for Marketing Center. Marketing center is a library of marketing assets as well as customizable templates. I'm going to click on that tile which is going to take us to our Marketing center dashboard. And from here we want to access templates. So over in this column on the left, I'm going to click on templates. And if we were searching for Open House promotional materials, there are a few different ways that we can locate them. I could start out by, you know, simply searching for keywords in the top. In this case, though, let me delete that search. I actually want to showcase the filter column over on the left side. So in this case, I want social media materials and I want it to be for property promotion. So you'll see this is going to narrow down my available templates as well. There's probably a couple that I could utilize. I could use the Open House social media. I also have the option for Open House social media story. I'm going to utilize that one in this case. So to access a template, I am going to click on it. Once it brings up the preview, I'm going to go ahead and say use template and then I'm going to give it a name. So this name only exists in my projects folder. This is not public. But in this case, you know, I'll say that this is my listing Open House story and then I'm going to go ahead and create document. So once this design space comes up, let's get a little bit familiar with what's going on. The first thing that I want to bring your attention to are the different pages in this column on the left. And again, this template is designed to be a story and so it's made up of different graphics. In this case, you know, maybe I want a kind of a cover graphic for my story and then I want a feature, you know, maybe six additional photos. So I'm going to use this cover graphic, this two photo design, and then a four photo design to bookend it. In that case, what I want to do is actually delete the pages that I'm not going to use to do that. I can highlight a graphic, right click and then say delete. I can also simply highlight it and press delete on my keyboard. So now I have the three graphics that I want to utilize for this story. The next thing that I'm going to do is if my listing is currently active on the mls, I should be able to navigate to property listings and then search for my active listing. In this case, I could put in a property address or an MLS ID number. Once I've selected it, I'm going to hit Apply to Document and you'll see that it should automatically bring in property information, my agent contact information, as well as photos. Over here in that column you'll see that there is an additional tab for images and this will allow me to swap out any of the photos as well. I can simply drag and drop that into that placeholder. I do have the ability to adjust any of the textual information on this page as well. I can also come in and replace that headline placeholder. So, you know, in this case I might say open house this weekend, something like that. Again, same sort of thing. For any of the additional pages in my design, I can simply click on an element to replace that information. Once I am done working on my design, I can click on the share button in the top right and then I have a couple different options. In most cases I would recommend utilizing the download option. You'll see here that you can select from a few different file types. If your objective is to post this promotional image or images to social media, JPEG is going to be the most convenient option. So I can simply click on jpeg. In this case I can say that I do want all three of my pages. If I only wanted to download, you know, maybe just the COVID image, for example, I could always just change that to page one and you'll see that I'm only going to export and download one. In this case though, I'm going to say all the next option is for resolution. So screen resolution should be sufficient. For social media, you could always go a little bit higher resolution to Retina. But for the case of, you know, posting to social media digital uses, you will not need to go to 300dpi. Print, screen or Retina should be just fine. Leaving color at default is fine. If you are exporting multiple pages, it will download that file to your computer in a zip file or a zip folder. You can then extract all of the separate images and then utilize them on social media. And then you can go ahead and click the download button Going back to the Share button, it is possible to post directly to social media. So I can go to Share, post to Social and then I can click on the option for Facebook or Instagram. I do have the ability to link my Facebook account with Marketing center to go directly there or to generate a shareable URL. Like I said, though, I would generally recommend downloading the graphic file as a jpeg and then uploading to social media. Lastly, let's go over how we can utilize Moxie Impress to send an E Card Open House email announcement to our contact database. To start out again, we're going to go to mycbdesk.com and click on the tile for Moxieworks. This is going to bring up our Moxie profile and in this blue row at the top I'm then going to click on Impress, which is going to bring up the Impress Dashboard homepage. There are a couple different ways that we can get started with an E Card. I think that the easiest way though is to first navigate to the listing section through the blue row at the top, which should provide us with a list of all of our active listings. In this case, we're going to navigate to the listing that we're interested in and then click on the Manage option. From here I would recommend creating a marketing kit. A marketing kit is essentially a package of different listing promotion materials. In this case, I'm going to scroll down to the Open House package. Let's select Open House Collection two one Agent and this is going to begin generating six different promotional materials that I can use for this property. I'll give that just a moment to generate. Once it's done generating, we just need to locate the email announcement component. So here are my different components of this package. In this case I'm going to use the one Photo Open House email template. I'm going to go ahead and click on that option. If you click on Preview, you will see that it's automatically going to be pulling in the property photo, property description, your contact information, etc. If you wanted to swap out the photo, you know, fix any of this information, add additional property description, etc. All of that can be done by clicking on this edit button. The first step, a project description, is not necessary, so I'm going to go ahead and say save and continue. The next step is going to bring in all of the photos from the mls. In this case I just have one photo, but if I wanted to swap out the featured photo, I can easily do that. I also have the ability to add a photo from My computer hard drive for example, as well. In this case I'm going to go ahead and say save and continue. And this is where I can add additional textual information to that. So, you know, I might want to put in my open house time. So you know, open Saturday and you know, I can put it all on one line. I can put it on end time. I'm going to say open Saturday 2pm and end time 4pm in this case, I did see that the price was missing a dollar sign and I'm going to add commas as well, just to kind of clean up that formatting a little bit. I don't need any of the bath markers, so I'm going to delete those. And if I wanted to put in a property description, I can do that as well. I also have the ability to add in a property URL, maybe that's going to my listing concierge website to a YouTube tour of the property, whatever it may be. In this case I'm going to say save and continue. And now I just want to confirm that all of my agent information is correct. If I needed to add my title or update my phone number, I can do that here. If I needed to add a co listing agent, that is also possible at this stage. In this case though, I'm going to hit save and continue again. I'm going to preview that email one last time just to see those changes that I've made. So you can see now that my price is formatted. I've added my property description and any other changes that I've made. Now I'm ready to email this to my contacts. To do that, I'm simply going to click on the envelope icon to email to my contacts and then I have the ability to send to my contacts. And what this is doing is it's going to access the contacts that are saved to my Moxie Engage CRM. I can see those contacts and my groups by clicking on this contacts button in the top right. Most of the time what you would do is click on the groups option and then, you know, maybe in this case you would want to send this to your buyer leads group or something similar. If you get to this section and you know you don't have any groups or contacts, it probably means that you have not uploaded them into Moxie Engage. In that case, I would recommend going back and you know, watching some of our YouTube training curriculum, maybe some of the overview or essential videos related to Moxie Engage and managing your CRM. So I'm going to select my group in this case, then I have the ability to add a subject line, and then I can either send off that email now or schedule it for future delivery. In the case of an open house, though, you're probably going to be, you know, scheduling it now and getting out that announcement or that open house invitation before your weekend. Open House as we wrap up today's workshop, I want to remind you about our amazing marketing support resources available to you, and they can all be found@coldwell bankermarketing.com Here you can browse through the latest edition of the Marketing catalog, sign up for an upcoming live workshop, View on Demand marketing education via our YouTube channel, or book a virtual marketing appointment via Next Available. You can pause the video here and scan the QR code on your screen, or visit coldalbankermarketing.com to take advantage of these amazing marketing resources anytime, anywhere.