Facebook for Real Estate: Better Profiles and Lists of Friends
Facebook Marketing Automation for Real Estate
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Transcript of Facebook Marketing Automation for Real Estate
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Tarun Sharma
S O L U T I O N S E N G I N E E R , R E A L E S T A T E
Facebook Marketing Automation for Real Estate
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Manager, Solutions Engineering
New York, New York
45%16.8% 23%
Increase in unique visitors
Increase in visits for participating
dealers
Increase in exposure among
millennial audience
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Marketers have significant challenges
I’m spending a lot of time constructing
my creative.
I wish Facebook could optimize my creative for me.
I have millions of homes, but I’m only
advertising ten.
I want to reach people who viewed a home but didn’t contact an agent
M A R K E T E R
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Dynamic Ads
SET UP CATALOG BUILD AUDIENCE CREATE AND DELIVER ADS FOR YOUR LISTINGS
Home listing feed
From a website
From an APP
Signals
1 2 3
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Show relevant ads to the right people at the right time
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Open House
Home Purchase 5Browsing Homes
Dynamic Ads
Lead Gen
Chatbot
Agent Contact
Build your strategy
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ENGINEERING INVESTMENT
+SOLUTION FOCUS
+AGILITY
= MARKETING INNOVATION
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Automation with Facebook - APIs empower innovation
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Success requires new behaviors - "business as usual" doesn't work
“MOVE FAST”Key to the evolving landscape of media consumption
EXPERIMENT, ITERATE, SCALE Requires automation and use of technologyAUTOMATE & EMPOWER EXPERTISEShortage of marketing experts makes it difficult to succeed in traditional way
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Priority
potential impact x probability of success
effort required
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PlanningRUTHLESS PRIORITIZATION: PLAN THE WORK, WORK THE PLAN
AVOID DISTRACTIONS AND CHASING SHINY OBJECTSPrioritize based on the following formula:
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TeamMARKETING REQUIRES TECHNICAL RESOURCES
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T E C H N I C A L M A R K E T I N G
Engineer
Engineer Project Manager
Data Scientist
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ProcessDEVELOPING FOR MARKETING TECHNOLOGY TAKES A UNIQUE APPROACH
12 3
1 2 3 4Understand
the goalDecouple changes
Build and AB test quickly
Be prepared to pivot
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Thank you
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