Summary
Highlights
The session introduces the concept of a 90-day listing marketing plan, highlighting that most agents' current marketing plans (around 14 days) fall significantly short of the average days on market (30-60 days). This discrepancy leads to client frustration. The goal is to provide a roadmap and checklist for continuous marketing.
Research from Buffer shows that posting more frequently (10+ times per week) significantly increases reach per post (24% more). The speakers explain that algorithms prioritize frequency, and a single product (like a house) can generate diverse content from multiple perspectives to appeal to buyers, past clients, and one's sphere of influence. An experiment with daily email newsletters vs. weekly newsletters showed a 500% increase in opens by breaking down content into smaller, daily 'bits'.
To generate varied content, agents should understand that consumers are either logical (appealed by stats, trends, research) or emotional (appealed by visuals, stories, testimonials). By creating content that addresses both, agents can expand their reach and appeal to a broader audience.
The GPS framework (Gossip, Promote, Summarize) is introduced as a method to triple marketing output using existing assets. 'Gossip' involves building anticipation before an event (e.g., a listing launch); 'Promote' is the actual event (e.g., Facebook ad); and 'Summarize' is reflecting on the results and impact. The speakers demonstrate a custom ChatGPT tool called 'GPS Campaign Builder' that automatically generates GPS content from listing screenshots or links.
The 'Vault' contains evergreen marketing ideas applicable to any listing phase. "Claude for Chrome," an AI tool, is demonstrated to generate comprehensive marketing strategies and AI prompts directly from a listing's webpage. This tool can analyze pages to create cinematic videos, lifestyle imagery, buyer personas, and interactive brochures, streamlining content creation for busy agents.
A technique using ChatGPT's 'Luxury Architect Image to Video' GPT and Google VO3 is demonstrated. Agents can take a listing photo, use the GPT to generate a prompt, and then use Google VO3 to transform the static image into a 4K video, effectively creating dynamic visual content for any property, regardless of budget.
Two additional 'Vault' strategies are co-branding and newsjacking. Co-branding involves featuring famous local landmarks or brands (like Starbucks or Target) with drive times from the listing, creating visually appealing graphics using tools like 'Nana Banana Pro.' Newsjacking involves leveraging popular cultural events (e.g., Oscars, Dune 3 trailer) to create themed single-property websites using tools like 'Lovable', making marketing more timely and engaging.
Beacon is presented as a tool to organize all listing marketing activities, differentiate agents, and improve communication with clients. It centralizes website activity, social media engagement, showings, and market analysis. Upcoming features include automatic integration with ShowingTime for logging showings and feedback, and a 'Portfolio' tool to showcase an agent's body of work and generate success stories for sold properties.
Attendees are offered a 7-day free trial of Beacon, lifetime access to the 'Portfolio' feature, and a free lifetime membership to the 'Conversion Club' coaching community. There's also a live training and coaching call scheduled for Beacon users. Updates on Beacon Canada beta are also shared.
The 90-day plan is structured into three phases: 'Launch and Buzz' (Day -7 to 14), 'Sustain and Amplify' (Day 15 to 60), and 'Close Strong' (Day 61+). Each phase requires a different mindset and approach. Phase 1 focuses on aggressive promotion and lead generation, while Phase 2 aims to sustain marketing on a budget. Phase 3 is critical for maintaining consistent promotion to avoid losing the listing.
Phase 1 focuses on aggressive promotion for new listings. Strategies include using question-based subject lines for emails and hooks for videos (e.g., 'Would you pay $875,000 for this view?'). Another tactic involves creating short vertical videos from listing photos with smart calls to action, such as 'Comment [Keyword] for details,' and automating responses using tools like ManyChat. The 'Guess the Price' campaign, which asks recipients to vote on a price for a property, generated high engagement and click-through rates.
Phase 2, often called the 'ugly middle,' requires sustained effort. Strategies include reframing open house invitations as intriguing questions (e.g., 'Ever wonder what your neighbor's house looks like inside?'). The 'Picture Prompt Paragraphs' technique uses AI to generate compelling descriptions for individual listing photos, allowing for frequent, unique social media posts without repetitive content. Visual aids like 'You Are Here' charts can help manage seller expectations about market days on market, demonstrating that continued effort is crucial.
Phase 3 focuses on closing the deal, either through a sale or a price reduction. Price reduction messaging is reframed to highlight value and opportunities (e.g., 'The seller blinked. Are you paying attention?'). A key strategy is 'Turn Your Closings into Content' by showcasing the value an agent brings, such as demonstrating how they helped clients achieve a significantly higher price than an iBuyer's cash offer. This transparent approach builds trust and attracts new listings.
The presentation concludes by reiterating the value of a comprehensive 90-day marketing plan and the various AI tools and strategies introduced. Attendees are encouraged to sign up for Beacon and the Conversion Club, and to share their takeaways on social media, tagging the presenters.