DATA-DRIVEN DECISIONS IN REAL ESTATE MARKETING

Remember when the idea of robots doing all of the work for us seemed like a futuristic concept? Well, the future of real estate marketing is here and believe it or not, artificial intelligence is already in place. It’s just a matter of whether you are leveraging it to help your business or not.

Realtors who are utilizing the smart data real estate strategy know firsthand how implementing automation and artificial intelligence can help you scale your business. The use of smart data allows realtors to make data-driven decisions when they obtain statistics from campaigns. They are able to then create automated campaigns and approaches where robots and AI make the calls, texts, and emails that specifically target their ideal clientele. This idea of “work smarter, not harder” gives realtors the opportunity to get leads and prospects while they’re working on developing relationships and closing sales. The smart data services and exclusive licensing to select territories provided by Offrs.com empowers realtors to do just that.

Of course, data isn’t free. In fact, big data companies pour billions of dollars into developing algorithms for smart data and these costs trickle down to the consumer level as well. Co-founder of Offrs.com Rich Swier, Jr. makes a great point about the dilemma this creates for many realtors: costs for leads. Data should drive your business decisions but how do you validate the cost for acquiring data? And when customer acquisition costs will be high in certain areas, how can you ensure that the investment costs correspond with the return on investment?

“If you want to make scalable decisions and if you want to repeat what works, you have to invest in the data,” says Swier. Using a system for your smart data like Offrs.com allows realtors to measure their campaign against other realtors to get a true read on their performance and the success of the campaign in the different territories where they are marketing.

Many times people will share extreme experiences of top performing agents and try to pass those isolated instances off as the success standard. This inconsistent data can lead realtors down the wrong path with their targeted marketing approach. When you have the marketing performance data at your fingertips, you can compare campaigns more easily and scale your business accordingly.

Waiting for word of mouth referrals from previous clients, friends or family puts a lot of realtors at a disadvantage when it comes to new customer acquisition. Using smart data for real estate marketing also helps realtors to break out of their spheres by using digital advertising to customize their audiences and gain new prospects.

Don’t be fooled though. While automation of smart data can help you get the leads, it’s still up to the agents and realtors to make the effort and nurture the relationships necessary to get the listings and close the deals.

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GO FOR BROKER!

Real estate brokers and brokerage firms have a lot to offer agents and realtors who come on board in terms of an established name or brand. But what about providing dependable help for the time-consuming yet necessary tasks involved in real estate lead generation?

Being able to automate and delegate these tasks not only provides brokers with a higher value proposition to potential agents – it gives agents a head start for success.

We know brokers have certain goals when it comes to running a successful team, including but not limited to recruitment, revenue, and retention. Getting the top talent on your team, helping them succeed, and keeping them with your brokerage can be a challenge in a competitive market share. Artificial intelligence can help real estate brokers bolster their recruits by monitoring their success, identifying effective strategies, and incentivizing their best performers to stay. An example of AI in real estate is R.O.O.F., the newest program from Offrs.com.

Real Estate Office of the Future (R.O.O.F.) features your own virtual assistant to automate daily tasks involved in lead generation and tasks that you would typically assign to an inside sales assistant. Through the use of artificial intelligence, R.O.O.F. collects consumer data and processes it through the algorithm. Then RAIA (your virtual ISA) puts this information into action.

RAIA is a realtor’s dream employee. She places calls, sends emails, and prospects neighborhoods so all you have to do is focus on building relationships with the leads she generates to get your listings. With RAIA’s simple, user-friendly interface, agents and realtors can interact quickly and effectively to get their daily tasks accomplished and get back to the most important part of their job – building relationships to close deals.

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LEAD GENERATION ON GOOGLE AND FACEBOOK

There are a lot of companies offering Lead Generation solutions that leverage ad networks like Google and Facebook. I thought it would be helpful to provide some insight into how these systems work, and some important tips every real estate agent should know before investing in an online ad campaign.

First it's important to know the basics. How do Online Ad Campaigns work:

First you choose an Ad Platform (The big ones are Facebook and Google, but there are others) Second you develop your Ad and the Call to Action (what is going to get them to click?) Third, you need a Landing Page (something that speeks to the Call to Action). Most people send clicks to the home page of their website, but this can hurt your conversion rate. Ok. So now you have a good idea of the basic needs of an online campaign. AD PLATFORM + AD + LANDING PAGE.

Now it's important to understand the "User Behavior" of different ad platforms too. Not all ad platforms are created equal. The mind set and the user experience of every website is different. Here are the basic differences

1. Google - You have PPC Search and Display Ad options. With PPC (Pay Per Click) Search you are reaching people searching for what you have - so their in the "buy" mind set. This is a powerful ad placement. With display ads you are are "interupting" their browsing experience, but you can extend your brand because it's a banner ad (they will at least see your logo, brand, etc even if they don't click)

2. Facebook - The only option is Display Ads (either in the Feed, on the side). Again, this advertising can get you a lot of impressions (people see the ad) - but typically have a lower click thru rate (because they are busy surfing the website and not looking to click away).

3. Other Websites - Of course there are other websites you can advertise on as well (specific to real estate) which can catch consumers in the mode of shopping for homes. This can be a great place to be, but also remember there may be numerous other agents right next to you, so you end up paying more for the ads due to competitive bids. (this is how many ad websites make more money - they raise the price on ad impressions based on demand).

So now, let's talk about Real Estate specifically.

1. When targeting BUYERS - Because most buyers may not live in the area you sell real estate yet. So you can't really leverage GEO-targeting (in Facebook or Google Display). So you are forced to really rely on Search PPC. You can buy keywords like "Sarasota Real Estate", and so when someone searches that (no matter where they are) your ad will show.

2. When targeting SELLERS - this is a little trickier. The process a home owner goes thru when selling a home typically doesn't start with an "Internet Search" So keyword strategy doesn't typically return good results. They may search for a real estate agent, but only if they haven't already been presented with an option (via referral, someone they know, or someone already contacted them). Display ads is a good way to keep your brand in front of potential sellers, but how do you target Home Owners (and specifically home owners with high potential of selling). This is where predictive analytics comes in.

You can spend a lot of money on online ads, and get a ton of clicks, but not convert. This is probably the most frustrating part of online ads. So you need to make sure you have a system in place to measure success from click to lead.

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Offrs.com Announces R.O.O.F. - Real Estate Office of the Future

Offrs.com launches first artificial intelligence driven assistant for real estate brokerages.

offrs.com, the leader in Smart Data and Marketing for real estate, today announced the launch of their artificial intelligence driven system for real estate brokerages. The official launch event takes place at the historic Ritz Theater in Austin, TX, during the annual Keller Williams Mega Camp. This launch party will also unveil, “Raia,” an artificial intelligence assistant that provides marketing automation for real estate brokerages and agents they serve helping them create the real estate office of the future.

"The genesis of ROOF started with predictive analytics and our ability to marry big data with marketing for real estate agents, but today we are excited to launch the first artificially intelligent real estate assistant for brokers - RAIA. She will help brokerages own the future of Real Estate,” said offrs.com Co-founder, Rich Swier.

Artificial Intelligence has begun to surface in applications in many industries, but this will be the first artificially intelligent assistant for real estate agents and brokers that will help them execute important tasks required to grow their business. RAIA will help increase production, improve marketing and be the primary driver for the real estate office of the future.

“We believe we’re solving an enormous business challenge for brokerages by providing data and metric driven business solutions specifically designed to transform our clients into real estate offices of the future. The bleeding edge of technology is where offrs.com is positioned and the opportunity is here for brokerages, now,” said offrs.com Co-founder, Mark Dickson.

The ROOF program combines predictive analytics, artificial intelligence and machine learning algorithms to help brokerages identify, target and touch prospective sellers. In addition to providing Smart Data and a robust prospecting platform, the ROOF program also provides automated services that create a systematic approach to lead generation. “Imagine having a digital assistant leveraging artificial intelligence to enhance fully automated outreach each and every day for a brokerage. We are not just predicting the future, we will be building the future for our customers. The ROOF program is going to ‘wow’ brokerage owners,” said offrs.com VP National Business Development, Frank Chimento.

About offrs.com

Since 2012, offrs.com has been a leading provider of Smart Data and Marketing products and services for real estate agents and brokerages. With flagship programs like R.O.O.F. (Real Estate Office of the Future) offrs.com leverages artificial intelligence to automate lead generation for real estate brokerages and agents. Offrs.com serves thousands of real estate professionals from all major national franchise brands and large independent real estate brokerages.

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offrs.com Launches First Ten Real Estate Offices of the Future

Leveraging Artificial Intelligence and predictive analytics, offrs.com works with top brokers to launch R.O.O.F. in major cities across the United States to revolutionize lead generation.

Today offrs.com announced the launch of the first ten Real Estate Offices of the Future (a.k.a. R.O.O.F.). Each R.O.O.F. is provided exclusive access to the offrs.com smart data platform and marketing platform. R.O.O.F. clients also benefit from offrs.com’s patent-pending algorithm that predicts future listings and automates lead generation.

"The primary reason we have so much interest in ROOF is because we have automated lead generation for real estate agents and brokers. We leverage big data, machine learning algorithms and automated prospecting to identify home owners looking to sell. " stated Mark Dickson, CEO of offrs.com.

offrs.com has already deployed a ROOF in multiple major markets including Seattle, Los Angeles, New York, Washington, D.C., Tampa and Miami. The first Real Estate Offices of the Future include industry leaders from REMAX, Keller Williams, Berkshire Hathaway HomeServices and members of the Leading Real Estate Companies of the World network.

During the first month of the ROOF program, offrs.com identified more than 1,000 potential listings with a combined market value of over $600,000,000 (and $18,000,000 in gross commission income) for R.O.O.F. clients.

"We see the ROOF program transforming how every real estate office will do lead generation in the future. By combining the power of artificial intelligence and a proven marketing program we will enable our brokerages to be first in line for every listing," claims Rich Swier, Chief Visionary of ROOF.

Search portals like Zillow.com and Realtor.com are the market leaders in buyer lead generation, but until now, no other company has provided a solution for systematically generating seller leads. Currently, 80% of seller leads are created through referrals and existing relationships but recently research has suggested that over 50% of seller leads in the next five years will be driven by predictive analytics and artificial intelligence.

"In the United States over 5,000,000 homes are sold each year and the opportunity to be the leader in not only predicting who will sell, but also connecting the seller to a quality Real Estate Office of the Future, is exciting to us. " concludes Mark Dickson.

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Smart Data Real Estate and the Future of Real Estate Marketing

Nearly 90% of realtors use direct mailers as one of their marketing outreach methods. What many of these realtors may not know or realize is that a mass mailing has one of the lowest conversion rates when it comes to generating real estate seller leads.

Nearly 90% of realtors use direct mailers as one of their marketing outreach methods. What many of these realtors may not know or realize is that a mass mailing has one of the lowest conversion rates when it comes to generating real estate seller leads.

Some realtors send out a mailer to every door in the area any time they get a new listing to use it as a testimonial for their business acumen. Smart data real estate strategy has proven time and time again that prospects don’t respond to generic mailers, but rather to specialized marketing campaigns. That’s another reason why digital advertising isn’t a one-shot guaranteed lead generation method either.

Banner ads and email lists without a carefully crafted message that accurately represents the brand and speaks to the potential seller is likely to fail to convert real estate internet leads as well. These methods often come up short for conversion because the demographic didn’t necessarily ask for it. Another reason digital campaigns without a clear message are overlooked is that there’s no call to action.

Mark Dickson, co-founder of Offrs.com, recommends realtors give their own copy a “smell test” to analyze the content they are sending out and honestly think about how they would respond to it if they received it in their inbox or mailbox. Too often, realtors focus more on their logo and get that confused as the main representation of their brand when in fact their communication methods and content are an even stronger factor.

“Your brand is your messaging – it’s everything you send out,” Dickson says.

When creating specialized messages, you can use smart data real estate to build better relationships. Offrs.com territory filters allow you to subdivide an area based on specific demographic criteria. It’s not just about discovering listing leads. The future of marketing with smart data involves word of mouth referrals just like “old school” real estate marketing.

Investor properties and word on the street (literally) are ways that agents who market to the leads brought in by Offrs.com territories can get more business and leverage their exposure in a specific area. While realtors and their ISAs might get about 100 phone calls logged each month, the Offrs.com automated call system makes 1000 calls a month to generate and verify potential seller leads on behalf of our territory licensees.

Realtors and agents don’t always have time to be their own marketers and telemarketers. In fact, Offrs.com co-founder Rich Swier, Jr. points out that agents who outsource these tasks see the most success because they have more time to build actual relationships and close sales rather than generate leads through marketing.

Dickson reiterates that consistency is key for the success of a long-term marketing campaign. “A lot of times people give up too quickly,” says Dickson. Some of the most successful realtors have seen their success materialize over the course of years rather than a shotgun approach to their initial touch campaigns. Swier also provides insight about “the hill effect” of initially taking the time to gear up early campaigns and build the right, meaningful relationships to get over the hill and see the referrals and dividends come through thereafter. Continuously marketing is necessary to keep the pipeline filled and that’s where the consistency concept is lost on a lot of realtors who are not familiar with marketing and business development but want to simply close deals.

Watch the full video of this conversation (“Episode 2: The Future of Marketing”) to get all of the insightful advice shared between Offrs.com co-founders Mark Dickson and Rich Swier, Jr.

Get better seller leads today. Schedule a demo with one of our consultants and find out how Offrs.com can take your real estate business to the next level.

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offrs.com Reviews on Glassdoor.com

offrs.com achieves 5 star ratings and reviews on Glassdoor.com

offrs.com is proud to have achieved a high ranking on Glassdoor.com. We pride ourselves on building great products with great people. We have maintained a 5 star rating with Glassdoor.com since we started.

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Who is offrs.com

Since 2012, offrs.com has been a leading provider of Smart Data and Marketing products and services for real estate agents and brokerages. With flagship programs like R.O.O.F. (Real Estate Office of the Future) offrs.com leverages artificial intelligence to automate lead generation for real estate brokerages and agents. Offrs.com serves thousands of real estate professionals from all major national franchise brands and large independent real estate brokerages.

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