7.13.23 | Marketing Matters

Digital Ads: Marketing Center 
& Lead Gen Lab

Maximize exposure, generate leads, and stay competitive in the dynamic real estate industry by leveraging digital advertising. You can reach a wider audience while having the option of targeting your campaigns. It also provides measurable results and analytics, enabling you to track ad performance and make data-driven decisions.

Marketing Center

Marketing Center makes it easy to create and run digital ads, with templates for listings, price reductions, just sold, and agent branding.

You can launch ads across a variety of digital channels including Google, Instagram, Facebook, WSJ, and Mansion Global. 

Facebook & Instagram Sample

Starting Options on Marketing Center

Here's the rundown:

Create and run in minutes – plug in your listing address and the listing details are automatically pulled from the MLS
Advertise up to 10 zip codes or to your sphere
Move your ad to the top of search results across major sites with Google Ads
Increase brand exposure and promote ads on popular advertising channels like WSJ & Mansion Global 

When you connect your Facebook page to the Compass platform, it allows you to show ads from your Facebook page and Instagram account. This is a great way to increase your overall brand presence on your ads and drive additional followers/engagement to your social network.

Here is a sample of the Insights you can track within our platform:

Get Started Here

Pro Tip: Ad didn't perform as well as you hoped? Revisit the imagery, the copy, or timing of ads – digital ads are all about trial and error. There is no one formula that will ensure the success of the ad.

Lead Gen Lab

Click to watch video!

A 3rd party vendor that works exclusively with Compass agents, LeadGenLab focuses on Google Display Ads and offers packages that target buyer personas and your CRM/sphere with dynamic images and/or video ads.

Google Display Ads appear on websites, mobile apps, and other platforms within the Google Display Network (i.e. Yahoo News, CNN, ESPN, NYPost, etc). They utilize text, images, and videos to promote products, services, or brands to a targeted audience based on their browsing behavior and interests.

Overview:
Campaigns are 4 weeks long
Starting at $350/mo for listing and $400/mo for branding packages
Choose at least 3 geographies

Looking for something extra? Try an add-on!
Enhanced Targeting
Gif Ads
Youtube Ads
Geofencing
Site Visitor Retargeting
Google Search
Lookalike Audience Targeting

Get started below:

FAQ

Insights, Explained

What are Ad Clicks?
Anytime someone engages with your ads by clicking on it

What is an Impression?
The number of times your ad is shown

What does a CTR (Click-Through-Rate) tell me?
The amount of clicks divided by the amount of impressions (views). The average CTR nationwide for Compass Agents and Listings is 0.20% (ad is performing well if it exceeds that)

What does CPC (Cost-Per-Click) tell me?
The way in which Google decides which ads to show on webpages is essentially an auction. The higher your cost-per-click is, the more likely you are to receive a click, but the more it will cost in the long run. The average CPC nationwide for Compass Agents and Listings is $1.00. You’re doing great if your CPC is below that! 🎉

What creative works best for for Listing Ads?

Nearly every top listing ad uses exterior shots of the listing. Shots were either aerial, front exterior, or patio/pool area. 
If using indoor shots, kitchen or living room options performed best.
Horizontal photos
Short headlines (typically less than 5 words per line) 
Leave off the price 

Keep in mind...

All ads perform differently, and results may vary. Don't be discouraged if you don't immediately receive 10,000 leads. Trial and error is your best friend – find out what works best for your business, region, and audience!
Think of feeder markets when selecting geographies – speak to your sales manager about what these areas would be for you!

have any feedback for us?
 
Our goal is to create marketing strategy tips tailored specifically for our agents. If there are any topics or subjects we have not yet covered, please feel free to submit your requests at the button below!

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For tips on leveraging the strategies in this email, reach out to the marketing team here!

Compass is a licensed real estate broker. All material is intended for informational purposes only and is compiled from sources deemed reliable but is subject to errors, omissions, changes in price, condition, sale, or withdrawal without notice. No statement is made as to the accuracy of any description or measurements (including square footage). This is not intended to solicit property already listed. No financial or legal advice provided. Equal Housing Opportunity. Photos may be virtually staged or digitally enhanced and may not reflect actual property conditions.