Xplode this — Getting back on the circuit with Matt Fagioli


Last week I reached out to an old friend, Matt Fagioli. He is the founder of the Xplode real estate tech conference that travels the country bringing the best ideas regarding innovation and the industry.

He’s the earliest of early adopters and has done a magnificent job bringing ideas to real estate agents and brokers all over the country.

Now there are a lot of conferences out there. You have the Inman’s of the world of course. Even the Bar Camps. But what I like most about Matt is not just that he’s smart and innovative, but damn it, I love him. Like a lot. He’s just a great guy. Genuine. 

And that’s why I flew across the country with four days notice to be in Boise, Idaho.

Wait, you’re in Boise? You say. Like the place with the blue football field? Yes! I’m here, and I love it. The reason I'm here is I love being in a room where people want to learn new things to help build their business. It’s awesome. A great feeling being around driven professionals who only want to bring new ideas into their business.

Now, I'm not naive. And I don't think you are. I came here to talk about my services. But I decided not to do that. I'm just going to talk about what exists in the digital marketplace that they might not know. I'm going to introduce it to them. Because let's face it, if I do 10 minutes on geo-fencing I don't think it will work well.

So this afternoon I will speak to a room full of these people — these people who want to make more of their businesses through new ideas — and hope I can make a connection with them. 

So, I'm here, because of Matt. Because I enjoy teaching and bringing new ideas to people. 

Thanks, Matt. And here's to showing up!

Consumer Intent vs. Demographics -- Guess who wins


"I think we're having fun. I think our customers really like our products. And we're always trying to do better," said Steve Jobs.

Okay, maybe not the nicest man, but he sure as hell understood the value of innovation in the marketplace and he knew how to sell it.

What’s my point? You can create a product, even a worthy one, but unless you deliver that product to the decision maker, it’s all for not.

It’s called intent.

Google wrote in an article that it’s not about demographics anymore, and those marketers who believe so are damned.

Here is what they said:

“For years, we as marketers have been using demographics as a proxy for people who might be interested in our products. But our research shows that marketers who try to reach their audience solely on demographics risk missing more than 70% of potential mobile shoppers. Why? Because demographics don't help us understand what we really need to know—consumer intent—what consumers are looking for in an exact moment or where they are looking to find it.

Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help—whether it's a karate newbie watching an expert do a move on YouTube or a mom looking for the best deal on a pair of sneakers. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments. And they're the best opportunity marketers have to connect with people at the exact moment they are looking for something.
Understanding consumer intent and meeting their needs in the moment are the keys to winning more hearts, minds, and dollars.”

Let’s just say I’m not going to argue with Google. To read the rest of the article go here.

In any event, consumer intent is what I do, or at least it’s what I try to do. I try and devise a way for people in the marketplace to see and react to an ad based on their biases and preferences, not their demographics.

Intent drives everything I try to do. From Facebook targeting to third-party behavior platforms, my targeting reaches people because we focus on what their interests are, not what how old they are.

Anyway, if you want to more about consumer intent and how it can change your marketing, hit me up here. I’d be more than happy to walk you through it!

Advanced Facebook targeting and how to reach the people that matter to your business


There has been a tremendous amount of piling on in regards to Facebook and the privacy issue this last month. Regardless how you feel about it, however, most small businesses (or large ones for that matter) will never find a better way to do behavioral target marketing than by using Facebook. When you're talking cost per click, nothing is better in regards to results.

For instance. Let’s say you’re a Realtor, and you want to target people who are recently engaged or married within a certain income level. With Facebook’s advertising backend that firms like mine use, you can do that. Now, as I have mentioned in previous posts, you will not be able to do this kind of work in a boosted post platform, but you can do it through the backend.

Let’s say you own a Porsche dealership, and you want to target people who are in specific zip codes, making a certain amount money, who have interests in BMW, Mercedes, etc. Facebook can make sure those people see your ads.

Now, here’s the rub. You, the advertiser, will not be shown who these people are. I say this only because some Senators didn’t seem to understand this. You do have the ability, however, to create lead forms, which will give you the direct and invaluable information you need and want. The consumer’s name and email address. But that’s only if they fill out.

So here’s the thing, the targeting Facebook provides is second to none. You can target people in several different ways. Of course having someone like me setting up, monitoring, and managing the campaigns might change the results you have, but anyone can run ads within these parameters. 

And it’s not even about money. If you do it right, you will save so much because you know precisely the kind of person you target. What it comes down to is knowing how to do it, doing it right, patience, and the understanding that these things work if given the time.

If you have questions, I can always answer them for you.



NEVER BOOST a Facebook Post!


If you own a Facebook Business Page, you will always be prompted by FB to "Boost" a post.  

I'm here to tell you, for all that is holy in this world, please, with cherries on top, never do it.

Why, do you ask? Why not press that pretty blue button? It's so easy, you say. It says right there by just spending 10 dollars I can reach all these people. There is a simple reason: it's like making a cake. You think it's going to be easy, but just because you can buy all the ingredients and plop it in the oven does not mean it will have the desired effect.

Facebook is kinda sneaky that way. They want to provide an easy revenue generating mechanism for people who want to advertise, but the fact remains that there are very sophisticated ways to do this using the platform. But you need some guidance from people like me to make it work well, and they know it.

So what are some of the differences?

For starters, Facebook provides about ten ways to advertise when using their back-end system. That is not an option when boosting a post. For me, when I am working on a Facebook Campaign for a client, every single campaign I run has a different goal.

For instance is it a lead generating ad? A consumer intent driving one? Or is the goal to drive customers to a physical location?

You see, I can create an ad with varying degrees of intent using the back-end system (such as my agency uses) if I know what the goals are. Boosted posts don't do this.

It is a layman's way of participating in serving ads. But, I'm sorry to say, not very practical.

Also, reporting is a vital component of any digital advertising campaign. Facebook is no different.  Boosted posts and insights give you just a glimmer of data that gives you the entire story. For instance, in my estimation, I think it gives about 20% of the story. That's leaves a lot of data left.

So it comes down to this -- if you are going to spend money on Facebook, which is a good idea, don't you think you should do it with the best tools possible?

I do. If you want some ideas on how to do this, let me know. I'm always here to help.

Content is King. But it needs help.


There is a very famous, very brilliant social marketing expert in the real estate industry (yes, Chris Smith of Curyator, I'm talking about you) who believes and teaches that content is king. I believe this as well. I think if you create outstanding content people will follow you, and gradually become so enamored with you and your perspective that they will choose you for whatever services you offer.

I get it and it makes perfect sense.

In fact, Chris has made an entire company on the premise. A company I admire.

And thus began my journey. Over the last year, as I have retaught myself the world of not only social advertising and targeting but digital platform advertising, I realize it can be so much more. Basically, if you create high end, beautiful, fantastic content, you need it to be seen and stay relevant.

Just as an example, this blog post. Let's say you think it's the definition of compelling content (which it's not by the way). Is it enough to place it on my website, link it to Facebook and boost the post? A year ago, maybe I would have thought so. But did you know that through sophisticated systems that Facebook provides agencies (like mine), I can reach particular people most likely to make a difference to your business? I'm talking about hard core targeting.

The kind of scary, big brother, Cambridge Analytica kind of targeting that freaks people out. But I'm here to tell you it works, works well, and the person you trust with your messaging and advertising campaigns needs to know how to use it.

For instance, let's say you are a Real Estate agent and you have a listing. It's $970,000 and has been sitting on the market for six months. You have had three cost reductions, and it is now priced where it should be.

You must get the word out. So you think boosted post, right?

Well, for some this may work, but what if it doesn't? Did you know Facebook has more than ten different kinds of advertising methods for agencies like mine and companies in the know. It's high-level stuff, and I'm here to tell you it exists and it works.

It's about expertise and understanding how to take advantage of the remarkable opportunities Facebook advertising gives consumers -- primarily when working with people like me who understand how to target likely consumers and their intent.

Chris and Curyator are brilliant. They have offered the Real Estate industry an excellent way for Realtors to reach a base of people so people can grow their network. 

But, as I have gone on my walkabout this last year or so, I also understand there is another level for people who want refined targeting to grow their bottom line. It is in tandem with Chris' "Content is King" method with rigorous targeting methodology.

It's the marrying of the two. 

If you would like more information on this, I'm here. But in the meantime, just imagine the possibilities.