The mind-blowing revolution of recruiting in the real estate industry in the advanced digital age

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The simple truth is that the past is dead. The old ways to recruit are dead. And eventually, even the people paying for recruits will not be able to sustain that model forever, because most agents do not perform and/or they leave. 

More fundamentally, agents do not move because of money. They move because they are making an emotional decision that they believe speaks to them.

Within these pages I offer a new plan. A new strategy. One that will fundamentally shift the balance of recruiting power to anyone who is bold enough to use it. 

Through a dynamic web-based recruiting action plan colloquially known as “conquesting,” accompanied by the right content and approaches, the results will wreak havoc on your competition and dramatically improve your bottom line.

Sound too good to be true? It’s not, and the numbers back it up. 

In the following sections you will learn that conquesting can be accomplished through three phases. 

Those phases are:

  • Programmatic Digital Display Advertising

  • Facebook Target Marketing

  • Programmatic Video Advertising

THE PROBLEM

For most broker / owners or anyone with the decision making responsibilities of a typical firm, recruiting is the all important dividing line of the have’s and the have not’s. 

Those who recruit gain market share and bottom line cost. And for those models that include downlines, they represent even more capital to those who do it successfully. However, regardless of model, recruiting is vital to the health of any real estate organization. The problem, though, is recruiting has become stale. Old. And the old methods don’t work.

Does this sound familiar?

  • I cold call, but I’m not getting anywhere.

  • My agents love me, but they don’t send me referrals.

  • I don’t have time to recruit.

  • I can’t “buy people” like those other guys can.

  • Yeah, I’m on Facebook, but it doesn’t work for recruiting.

  • We don’t have pre-licensing real estate agent schools to serve as a breeding ground for motivated rookie talent.

Here’s the truth about the old methods of identifying potential recruits and prospecting:

  • It’s extremely time-consuming - both the finding people to contact part and the contacting itself part

  • It’s intimidating - where do I start?

  • It’s soul-crushing. It’s mostly an exercise in frustration and rejection that leaves you feeling drained and hopeless.

  • It yields a very low rate of return on the time invested.

Brokers / Owners / and Companies responsible for revenue have heard them all. And they are tired of excuses. Regardless of marketplace, the competition is fierce for the 10% of talented agents who truly generate revenue.

The solution is simple. Use the power of the digital age to:

  • Eliminate the need for cold calling and cold emailing large groups of agents

  • Take the time, effort, and dread out of identifying prospects

  • Automatically weed out the candidates you don’t want and hone in on just the agents who have specific qualities you are looking for, whether that be volume, average sales price, number of transactions, proportion of listings to buyer

  • Find the agents who are interested in you and target them

  • Stay at the forefront of their minds once you have their attention

  • Contact them directly or let them come to you

  • And most importantly, do something that your competition is not doing.SOLUTION

Cultivate Media Company has a solution. And it’s dramatic, proven, and no one else will be doing.

Through programmatic digital advertising using geo-fences, re-targeting, contextual keywords, programmatic video, keywords, and third-party behavioral data Cultivate Media Company can change the entire landscape of real estate recruiting.  

I know. That was confusing. Lot’s of words and not really sure what they mean, right?

We will break them down.  

The solutions:

Mobile Geo-fencing: Mobile Geo-fencing is the most advanced location-based mobile advertising technology for targeting users based on a geographic area. The technology enables marketers to collect mobile phone data and serve those phones ads based on the locations they visit. For instance, and agent who walks into their brokerage. If the brokerage is being “geo-fenced” all the cell phones walking into that location will be collected and then served ads for as long as the client wants.

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Another word for this is conquesting. By specifically targeting your competitors location, you can serve and monitor ads and click through rate.

Weather tracing the outlines of homes or offices, the ability exists to create shapes around these places.

After collecting the data your competition and serving their agents ads, you become ever present on the one device they cannot live without: their phones, and your ad is there when they browse at CNN, Nordstrom, FoxNews, ESPN, or any other site they happen to be on.

It’s decisive and trackable. You can even track whether or not a person who received an ad came into your office for a meeting. But there is more.

Keyword Search re-targeting allows you to connect with more searchers with our industry leading keyword-level search re-targeting. Search re-targeting enables advertisers to combine the effectiveness of search with the brand impact and reach of display. 

It’s called intent data, and with keyword search terms, we have the most effective targeting data available. Search re-targeting gives advertisers the ability to target potential recruits with display ads based on the searches they perform across the web. 

  • Our platform captured over 13 billion search events per month from over 300 million users. Each individual search is date and time stamped.

Site re-targeting: Roughly 98% of people online will leave a site without converting. Here is your chance to re-engage with a completely new level of performance and insight.  Site re-targeting serves ads to users who have already visited your site while they are visiting other sites across the web. We call it the Nordstrom effect. All you have to do is go to their website once and the shoe follows you everywhere. 

Following users based upon their browsing behavior increases brand exposure and is an effective method of converting site visitors into action takers. 

We bring the edge of element-level marketing to site re-targeting. While most re-targeting companies still operate at the group segment level, the most successful campaigns enable bidding, reporting, and optimization down to the smallest data elements such as products, categories, or even pages viewed. They also support feeds and dynamic creative. 

Contextual targeting: Connect with potential recruits by showing relevant ads to users as they browse content related to their interests. Contextual targeting looks at the category or keywords of the page a user is viewing and serves them ads relevant to the page’s content. This can be done based on the pages they are currently viewing or pages they have visited in the past. Users will only see ads they are interested in, saving valuable impressions for the right potential customers. 

Programmatic video: Programmatic video is an excellent medium for reaching users on Desktops and mobile devices. Engage users by streaming ads across a wealth of premium publishers. Real-time bidding allows the best media firms to target users based on geography and online behavior.

CRM targeting: Bring your offline data online with CRM targeting. CRM targeting allows advertisers to upload data from an existing or purchased database of names, email and postal addresses, etc. into the our platform and show ads to those users as they surf the web. 

CAUTIONARY TALE: 

BREAKING THE BLACK BOX

Audience segments are like black boxes and not all platforms are the same! 

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People can be put into nontransparent audience segments based on an outlier like buying a baby gift and are forever in the “New Moms” segment. Same thing goes for Realtors. Maybe their license expired. Who knows. The point is every impression counts!

Segmentation stereotypes people based on predicted intent. Second-generation programmatic marketing platforms can do a lot of awesome things with algorithms to optimize your campaign, but none of them can answer this one, very important question. What was the data that justified putting that user into the segment in the first place? Unless you have visibility into the pre-impression data, you only know half the story.  You might be making decisions based on assumptions when you could be making them on fact. Make sure the platform you are working with has a solution to that question.

Note: With Cultivate Media Company’s Programmatic Platform, our clients don’t select from a pre-packaged menu of audience segments. We use individual data elements like location, contextual content, keywords searched, browsing behavior, and more to create an audience and then optimize your campaign with the same element-level control. And because we create audiences in real-time, our audiences are dynamic. As you learn more about what works and what doesn’t, your audience can evolve with your campaign, allowing you to optimize your campaign to maximize effectiveness and efficiency while gaining deep audience insights.

 

What can you expect:

SmartInsights says the following in regards to the all important click through rate: 

 

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A successful campaign, based on the numbers above, is anything over the national average of .06%

However, and every agency is different, you should expect more than that. At Cultivate we are very concerned about content. How do the ads look? How are they perceived by those viewing it. Based on the last 4 quarters our overall CTR for all client regardless of industry was .13% over 272 individual campaigns.

More than double the national average.

Many will tell you that content plays a significant role second only to platform choice. I agree. They go hand in hand. The right people need to be viewing the ad to take action on an eye catching ad that makes sense to them when they see it.

CONCLUSION

This technology works. It’s proven. Though not yet a part of the recruiting strategy dynamic in the industry, those companies who truly want to change how they reach people will consider this technology and platform.

We are Cultivate Media Company. This is what we do.

Think. Feel. Digital.

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