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LeadGenLab is a group of marketing nerds that believe digital ads can help generate leads, promote listings and let you stay top of mind with past clients. LGL is a Compass-exclusive digital ad agency. In this issue, we are honored to interview Megan Estenson, Digital Strategist at Lead Gen Lab, on a few ABC's of LGL. Read on below (and watch videos!) for best practices and in-depth info on how to optimize your digital ad strategy. |
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Q. What’s the difference between Marketing Center Digital Ads and Lead Gen Lab? A. We encourage agents to use Marketing Center for digital ads as their entry point. Hugo Cortes, our Founder, helped build the Digital Ads Tool on the Compass platform. He branched off and started LGL with his main focus being on Google. Our ads never appear on Facebook, Instagram, LinkedIn or any social platform. Instead, we have a placement list that includes websites focused on news related material: finance, sports, real estate, and more. |
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| Q. How do you target individuals? A. All of our packages target individuals based on geographies. Depending on which package you select when launching a campaign will determine how many geographies you can target. We offer additional layers of targeting to get in front of the right audience, whether that be a buyer for your listing or the clientele you are used to working with. |
| Q. How do I choose my add-on? A. This will always depend on what you are trying to accomplish with your campaign. If you’re trying to sell a property on a golf course and want to target consumers that have an interest in the sport, I would encourage you to add Enhanced Targeting to your package. If you have a stellar video of the property, I would suggest adding Youtube Ads to your package. If you want to stay top of mind with visitors to your website, I would encourage you to add Site Visitor Retargeting! |
| | Q. What is the most popular add-on? A. Hands down, without a doubt, Enhanced Targeting. This add-on allows you to target consumers based on the sites they visit, their Google Search history and the apps installed on their phone. By narrowing down to personal-specific sites and apps, we can effectively target any profession or interest you can imagine. |
| Q. How do I choose what geographies to target? A. For listing campaigns, we always suggest targeting the market where the property is located and including key feeder markets. Where are people moving from to come into your area? Where do you think the potential buyer is located? We have a great page on our website that provides more information on this topic. |
| | Click to watch: How to get your listing on NYT, but on the cheap. |
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Q. What ads perform the best? A. Brand ads: vertical lifestyle shots! We suggest using short “slogan-y” copy (typically less than 5 words). Bright colors and patterns tend to stand out and catch consumers' attention when browsing articles. Listing ads: Exterior shorts! This could be an aerial image, front exterior, or patio/pool area. Magazine quality interior shots are the exception! Similar to the brand ads, short headlines perform best! You can view our top-performing ads here. |
| A. Option 1: Pick from one of our turnkey templates (brand templates here, listing templates here). To note, we don't allow any edits nor do we share these ads before launch for approval, so they aren't for everyone. Option 2: Work with your Compass support team to create a more custom ad. You can find our ad specs here and some of our top-performing ads nationwide here for inspiration. (We offer A/B Testing at no additional cost which essentially allows us to run multiple messages/images at a given time. Google will show the top-performing ad most often, therefore, improving the overall results. I suggest trying out different images, headlines, and calls to action.) Option 3: Our 3, 2, 1 model. We offer 3 custom ads, with 2 rounds of edits for $100. You can learn more here. |
| | Q. How do I know if my ad is performing well? A. The click-through rate essentially tells us how engaging the ad is. If the CTR is performing at 0.18% or above (our national average) we feel confident about the results! |
| Q. What are benchmarks? What do they mean? A. Benchmarks are a standard or point of reference against which things may be compared or assessed. We’ve taken national averages that help determine how the campaign is performing. The main KPIs we look for include: click through rate, cost per click, and the household income percentage we are hitting. Here is a more thorough look at what these terms mean. |
| Q. I’m not getting any calls/leads — what does this mean? A. Our first suggestion is to look at your website. Put yourself in the consumers position - if you were direct to your website, would you find the content engaging? Would you want to fill out a lead form to get more information? Website layouts/content are extremely important. Our digital ads are great at building brand awareness and driving traffic back to an agent's assets. |
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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! |
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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. |
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