Recently, Dawn Perry, Senior Vice President of Cross Brand Marketing at Realogy, a Fortune 500 real estate services provider appeared on Property Radar’s The Data Driven Real Estate Podcast.
Among other forward-thinking approaches, Perry discussed Social Ad Engine, a purpose-built collaborative social advertising solution developed by Tiger Pistol that enables Realogy agents to promote their active listings or themselves through best-in-class, high-performing Facebook and Instagram campaigns.
“Social Ad Engine allows an agent to do custom marketing,” said Perry. “It’s fueled by our data and our expertise, so we are providing great insights.”
With scores of agents in their networks, real estate brands have a unique challenge in maintaining brand integrity and regulatory compliance on social media. This challenge makes disseminating their brand content through their agents all the more important. Additionally, real estate is a highly competitive industry, with agents moving to new brokerages based on which offers the best tools and products to set them up for success. This makes agent recruitment and retention an industry-wide issue.
By providing Social Ad Engine to its brands, Realogy empowers its brokerages and agents with a collaborative social advertising tool that publishes campaigns directly from an agent’s own branded Facebook Page and delivers business results.
“Social Ad Engine enables us to collaborate with and support our agents like never before. The platform allows our brand to reach into communities through our agents, who understand the distinct dialect of their local neighborhood.”
-David Marine, CMO, Coldwell Banker
The simplicity and integration of the technology allows agents to publish best practice campaigns in less than 3 minutes, with little knowledge of Facebook Advertising. Integrated with Realogy’s agent and listing data, campaigns are pre-built and allow agents to customize, within the Realogy brand’s defined guardrails, based on their business needs. All platform language utilizes real estate terminology, and local compliance features are built in to automatically generate within the ad template, such as including the agents’ license number in ad copy and adhering to Facebook’s HEC Compliance requirements. Social Ad Engine is also integrated with Realogy preferred CRMs. All leads generated from an agent’s Social Ad Engine campaign are shared with their CRM in real-time, allowing for speedy follow up and nurturing.
“It’s easy for them to do a Facebook campaign,” said Perry. “It’s as easy as picking a campaign based on your brand or the product you’d like to offer, like ‘Real Vitalize’ at Coldwell Banker, and then just plugging it and go. It’s fueled by best practices that we’ve learned across the organization.”
Agents can even generate a seller report to show their clients marketing progress on homes they represent to sell. Agents agree that Social Ad Engine drives personalized, peer-to-peer interactions, accelerates home sales, and fosters brand loyalty and agent satisfaction.
“Social Ad Engine generates real results. The one-page report you get is an easy win with your sellers to show them exactly what you’re doing to market their home. I really think it’s the most affordable, easy way for agents to market themselves and their listings online.”
– Realogy Affiliated Agent
While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Social Ad Engine leverages the most relevant Facebook Ads Objectives to drive the results that matter. No other real estate marketing platform supports the ability for agents to publish Facebook Lead Ads, or auto-creates best practice Facebook Lead Forms that have unique qualifying questions.
“After doing social media advertising for many years and using every tool and strategy available, I can say Social Ad Engine is absolutely the best and most effective tool you can find.”
– Coldwell Banker Affiliated Agent
Social Ad Engine’s collaborative approach increased agent awareness, agent website traffic, and lead generation, all while significantly decreasing the cost of advertising. To date, Realogy agents have accrued nearly 500,000 leads, more than 7 million clicks, and are paying 55% less for lead campaigns and 68% less than the real estate industry benchmark for traffic campaigns.