Why using multiple platforms & mirroring strategies is important for estate agents & letting agents!
Why using multiple platforms & mirroring strategies is important for estate agents & letting agents!??
I wanted to add to something which I saw in a group the other day posted by Jerry Lyons. So, Mr. Jerry Lyons did a really good post about not just relying on perhaps one platform like Facebook and making sure you're doing lots of emails on a regular basis as well. He also spoke about perhaps using different platforms that are out there. One of the things I mentioned on that post was about how we set up mirror campaigns or mirroring campaigns on Facebook, and a lot of people asked me for more information about this so I thought I'd do a quick article for you to read.?
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So a mirroring campaign is when we take the email list that we're emailing, and we upload that email list into Facebook. Then we make sure that the email content is put onto our Facebook page. At the same time that the email goes out, we'll also put some money behind the content on Facebook and create an advert. We'll have that advert containing that content go to the same people on Facebook that it was emailed to.
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We upload the email list into Facebook and Facebook will find those people for us. Facebook can find them by the email address that they used to register when they created their Facebook account. It will then create an audience of those people and show the ad to them.?
When you boost or spend some money to get that post in front of just those people, it's really powerful. Why? Because if you've got a really important email to send out, realistically only 20-30% of people on average will actually get to open up that email. The rest just ignore it or don't see it. There's 70-80% more people that didn't see it, that's a big chunk of people! So by uploading that email list into Facebook, we can get a lot more people seeing that important content. It's also very low cost as well as it's a small audience. So all of a sudden, we've gone from 20-30% of people seeing that important content to probably around about 40,60, even 70% of people seeing that important content - just by sending it out by Facebook and email at the same time!?
It's a really simple method but if you've got important content and you want everyone to see it then you should be looking at perhaps using social media and using Facebook advertising to your advantage.?
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Now the other thing you’ve got to think about, which Jerry mentioned, was not relying on only one platform.?
If you look at something like Facebook, for example, there's probably only 5%, maybe a little bit more of your page fans (people who like your page) who are seeing that content and post! Unless it goes viral or unless you're playing the hard game and sharing it wherever you can. So we need to make sure again, that we are boosting or creating adverts on that content where we want more people to see it. We've got to pay for distribution on Facebook. Facebook is pretty much sold out of space, it puts personal posts before businesses, and therefore you have to put a little bit of money behind those important posts. So that's something else to bear in mind.?
The last thing that was mentioned during the conversation and that you need to bear in mind on why it is important to use multiple platforms and not only one platform, is the number of touch points that people now need before they consider using a service or buying a product. This is gone through the roof! It used to be single digits, now it's probably 20 to 30 touch points before someone will consider using your service or business or a warm towards you.?
Again, you mustn’t rely on one platform to achieve all these touch points. You've got to be looking at email, still use print media, use social media and obviously Facebook adverts to make sure you get those touch points. Having multiple touch points is a really powerful way for people to see you as the solution, to stay top of mind, to make it easy for them to reach out.?
This also gives you the opportunity to pre frame potential clients. Pre-framing means that you can pretty much make them change their feeling towards you before they’ve even met you! You can mould what they think about you by showing reviews, social proof and providing value. So when they do actually physically meet you, they feel totally different towards you than if it was a cold meeting or if they had never seen any content from you.?
So I hope that helps. Think about what you're doing. Think about whether you are making sure you’re using different platforms regularly? Are you using Facebook adverts? Are you putting some money behind your important messages? And are you mirroring perhaps your most important emails by uploading those important lists into Facebook to make sure that more people see your content??
Any questions, please don't hesitate to get in touch and thank you Jerry, for getting my brain ticking.?
If you are looking to perhaps start Facebook adverts and you’re not sure where to start, check the link below for The Perfect FB Ad Template For Estate Agents?.??
It will give you five things that you should be doing with your posts and adverts to make sure you attract more sellers and landlords. It’s a great place to start.?
And as always, please don't hesitate to get in touch if you have any questions?
Thanks, Paul?