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so which platform or platforms is best for real estate lead generation moving into 2022 well i generate over 10 000 leads every single month for my clients my students for a lot of people so this is literally what i do so i'm gonna answer that question in this video so you have a clear path forward of where you should be investing your money what's up everybody it's eric b preston here i'm a licensed agent with exp realty and also the founder and ceo of agent launch uh if you're new here feel free to subscribe if you're into real estate marketing content that's pretty much all i talk about but without further ado let's get into this video be sure to drop any comments or questions you have below i get asked this stuff all the time where should i be investing my money and there's always people out there who have an agenda trying to sell you something i'm no different but a lot of feedback i get from people is that i'm pretty genuinely honest about where i'm coming from and what i do so let's get into the content here one thing i want to make sure you understand a little backstory on me i do run a google ads agency full transparency we help people with google ads and youtube and um a variety of different lead generation techniques i used to be a facebook ads guy though so i was always a facebook ads guy i basically worked for a marketing agency as the head of their marketing and sales kind of education department it was my job to go out to brokerages and actually present to agents on how to effectively run facebook ads so i had done probably 150 workshops in person all over north america on how to run effective facebook ads for real estate agents that's what our agency sold i was very well researched i ended up getting into real estate i ended up spending a lot of money on google a lot of money on facebook for my own business i've spent over 200 grand on facebook ads i've spent you know probably into the millions now on google ads um and so i feel qualified to answer this question is what i'm trying to say so really when you think about lead generation online you're really thinking of more or less two categories and that's what i'm going to break down for you here so basically these are the platforms people think of is google youtube facebook instagram and now tick tocks kind of come into play as a viable option so when you look at this as a real estate agent you kind of wonder like hey where should i be putting my time and a lot of people's first gut check reaction is like i need to be everywhere i want to be everywhere but that's not the best strategy i actually think that makes you a jack of all trades and it makes you lose focus and as a real estate agent the biggest problem a lot of people have is they lack focus because we're pulled in so many different directions we're supposed to be a sales person a marketer you know a realtor a lawyer like all these different things and when you try to market yourself on every single platform you're just gonna get lost you're not gonna be good at any of them so my advice is to understand the platforms at a fundamental level choose one or maybe two focus your energy on them okay when we think of these platforms uh there's a key difference i want you to understand google and youtube are fundamentally different than facebook instagram and tick tock so let me explain when i look at these platforms i'm going to draw a very clear line between them okay so if we draw a line between google youtube and then facebook instagram and tick tock what is the difference well google and youtube are basically search platforms okay when they're search platforms it means people go to these platforms to search for content right facebook instagram and tick tocks are tick-tock or social platforms so people go to these platforms to engage with each other right to consume content things like that so that's a very important distinction to make because this is why i have a preference of one towards the other so if you think about it i'll give you a little bit of an analogy for facebook instagram and tick tock okay so running an ad on facebook is very similar to putting a billboard on the side of a highway uh you are targeting a specific location on facebook that's how you target as you draw a circle basically around somewhere and or you target a full city whatever it may be and you run an ad in that specific area so think of it as like putting a billboard on a highway you're choosing that highway now your ad in real estate because there's a lot of restrictions on how you can you can't basically target people on real estate anymore very effectively there's ways to do it for sure i do it lots of people do it i'm not saying facebook ads are uh you're not able to effectively target people at all it's just not what it used to be basically you put a billboard on the side of the highway and you're basically showing that ad to everyone who drives down that highway it's not very targeted right now if i'm driving down a highway just because i see an ad for mcdonald's doesn't mean i actually want to eat mcdonald's i haven't eaten mcdonald's in probably like eight or nine years but i'm gonna see it anyway and mcdonald's is paying to have that viewership and that brand awareness so that's something it does do is it does give you some brand awareness in a very busy busy space real estate there's a lot of real estate agents but the reason i use the highway analogy is because driving down the highway is a busy place you know you've got your your partner beside you your kids in the back there's billboards everywhere there's exit signs there's traffic there's a lot happening and that's very similar to what it's like running an ad on facebook or instagram there's a lot of distractions it's a very distracting place so you have to really like stop people in their tracks right get them to stop and pay attention to what it is you're selling and that's sometimes hard to do i mean with the right coaching and techniques and you know things i've learned over time like there is definitely proven formulas to do that but the person going to facebook or instagram they're going there because they're bored and they want to consume content generally think of every time you pull up your instagram or your facebook it's almost just like a bad habit you're like oh i'm just going to go check what my friends are doing or i'm bored or whatever it is there's not a lot of intent behind it and so google and youtube are more like a storefront you go into a store with some intention right and on google and youtube that intention is called search intent so instead of just search i'm going to call this search intent which is the big defining factor of how google and youtube are different so if you look at or sorry google facebook and then social media so if you look at facebook instagram and tick tock this is really like a highway and google and youtube are like a storefront so when you walk into a store to buy a sunglasses a t-shirt whatever you're not always going to make the purchase but you walk in there with some intention like something brought you into that store so when you go to google you generally go to look for something when you go to youtube you generally go to look for something maybe to educate yourself maybe to find out a question maybe to find out which platform is best to generate leads in real estate right maybe while you're here um so they're for different purposes and if i were to wean down like what is the best platform for lead generation which is why you are here i just want to make one thing clear first i was a facebook advertising guy like i was that's what i was known for if you actually go on my youtube channel a lot of my biggest videos are on facebook still today but i changed my entire business over to google because i knew it was better because i was doing both and i was seeing the difference so which platform is better well i think the best strategy is an omnipresence strategy right so this is what i'm helping people do these days is set up google ad strategy because it'll give you a consistent flow of leads it's predictable okay you're paying for it you're paying google to show up above zillow realtor.com redfin all these different platforms because you're paying them you're going to get there consistently so you can get a predictable flow of leads okay that's why google's important and you get leads that are that have search intent meaning people come to google to look for homes for sale and they're either going to click on your ad or probably realtor.com realtor.ca if you're in canada whatever so you're basically hijacking that search traffic that carries a lot of intent these are people actively looking for properties for sale where if you're advertising on facebook or instagram or tick tock you're literally targeting people who are just kind of browsing through their friends photos looking at funny videos and killing time right so what kind of leads do you want well we know statistically google leads convert at three times the rate of facebook leads statistically now this is a i talked to an executive at actually re max who told me they're national campaigns this was the result at the end of it was 3x conversion rate right and facebook was a lot harder to work because there's just a lot less intention they're way more top of funnel google you can generally genuinely um target people who are a little lower in the funnel usually they're a little more top of funnel too they take some nurturing but the best part about google and why i love it is because especially in today's market relocation leads are the most powerful leads because if someone is coming from city a and they're moving to city b they don't know anyone in city b so if you think about this when you have someone going from city a to city b let's let's just use an example someone's moving from new york to l.a so if they're to look for a home in new york they probably know a lot of realtors or they know someone who knows realtors or they have a friend who use a realtor and they're asking for recommendations but if they're going to la they don't know anyone they might but unlikely that they know a realtor in la so what do they do well they go on to google and they start looking for homes in la and as a advertiser we can actually target people looking for homes in your area who aren't from your area and those are the leads that we're getting a lot of big wins with and believe me when i say this i have a lot of clients doing five plus deals a month consistently like a lot people that use our systems that have google ads and an inside sales agent to work their leads for them often are doing like you know three to eight deals per month very very common not an not a strange abnormal result at all my sponsor at exp jason does 200 deals he's gonna do 200 deals this year from google ads which is crazy so the stuff works we know that but again if you're just looking at a raw lead generation strategy what is the best platform to generate leads i would say google and the reason is simple you get a consistent flow of leads of quality leads you just have to put in the systems in place to work them however if you don't have other things in place your google ad strategy isn't going to work as well because what happens when you start calling or reaching out to these leads will they probably go look you up and if you have no testimonials on your google my business if you have no social media presence they're probably not going to want to work with you and they're probably going to move on to the next person so an omnipresent strategy is more or less the way to go so let's talk about youtube google is the best place to generate consistent leads youtube is the best place to generate high quality leads and build trust and that's why my program is basically by the way if you want to discuss working with us you can go in the description there's a link uh to go to agentlaunch.com which is my company and you can apply to work with us there we have a suite of products like if you want to do it yourself service we have a bit of a higher level consulting program if you want help implementing and systematizing your business so go to agentlaunch.com you can click on get a price and we'll you can fill out an application and see if we want to work together so anyways youtube is something i'm very big on like it's something i coach agents on weekly as part of my program it's something i promote everyone take a stab at it's really a blue ocean because a lot of people are too afraid to get in front of their camera like this and actually make content youtube the problem with youtube and this is what a lot of people who sell youtube won't tell you is that youtube is hard and it doesn't have to be as hard as you think however getting in front of camera and making a well-structured video that people are going to engage with and watch and that's going to generate leads takes time and energy and it it takes an investment in yourself and it takes you you generally want a good mentor for that right but the dividends that youtube pays are absolutely massive i would say about 85 of my business to date comes from this youtube channel and we've had a lot of success with it and the reason is quite simple even though youtube won't generate you a consistent predictable flow of leads especially right away because you can put so much energy into making one video and it doesn't get the traction you hoped and then you can just make some random video that you didn't think that was that good but then it ends up getting a lot of traction and as long as you have your good call to actions in place and whatnot you make your youtube videos properly you will generate leads from them it's about consistency over time but it's not predictable and that's the point i want to make google is predictable facebook ads are predictable you can generate a predictable source of leads i would just recommend google because you generate higher quality leads and you're getting leads with search intent youtube's the same thing so my new program basically teaches you how to generate leads from google and youtube and then leverage your youtube videos to help you convert your leads and i call this my sv3 framework generate your leads from search use video to build trust with them and warm them up and then use three points of contact in order to uh get in touch with them so that is phone email and actually social media so that's my new framework i've developed that has been working really really well and it's mostly focused on google and youtube so yes i do have a bias towards those platforms because i literally know they work better and i've built my business around them for that reason so even though i have a bias i was a facebook guy and i moved my business over to google because i knew that this was more or less the way to go so that being said as i said before i think an omnipresent strategy is what you really want because if you do this well all of these elements like all of these platforms are going to work well together because what happens when someone googles you is really important so if they google you say you generate a lead on facebook and then they go google you and they see your google my business has 35 star reviews and then they see you have a youtube channel with helpful videos about what it's like to live in your area and then they see on instagram you're you know looking kind of cool or whatever and maybe they see you on tick tock like they're like oh this person's the real deal it gives you social validation and so that's what's really key when you use these together you get social validation which is ultimately what people want to see before they work with you because i'll leave you with this thought before i go um when's the last time you bought something on amazon without reading the reviews so think of the value of the last thing you bought on amazon okay what is the value amazon probably like 50 let's say and how many reviews did you read when you looked at that i would say on the average person reads like five to ten reviews and also looks at the collective review score so if you're at five to ten reviews for that fifty dollar item translate that into buying a house how many reviews do you think someone's going to read about you before they use you to buy the biggest thing they're ever going to buy well they're going to read every single review you have so make sure you have enough of them to convince them because there's there's an effect and i don't know a word for it but there's an effect that happens when someone sees so many reviews they just blindly trust you right and i shouldn't say blindly trust you it's not blind like they're reading reviews if you show someone like 50 positive reviews they're just going to be like oh no-brainer this this person's going to be awesome to work with so you need to create that effect in your business anyways the best platforms in my opinion if you're looking at them individually are google and youtube the ultimate best strategy is to use an omnipresent approach where you have your cons this is my opinion you have your consistent flow of leads from google you use youtube as a lead generation source but also as a way to convert your leads from google and from youtube to build trust with them and in my course i actually have a lot of these drip campaigns where they leverage these specific youtube videos i'll show you how to make that you put into your drip so instead of texting someone and emailing someone you're texting them a link to a youtube video where they're gonna go watch your video you're gonna build trust with them then they're gonna start watching all your other videos and trust me when i say this i get on a lot of calls with people who've been down the rabbit hole on my youtube channel and watched a bunch of my videos by the time we got on a call i've already built so much trust with them they know they want to work with me and that's not to brag or boast or anything that's just the reality of of how this stuff works so consistent flow of leads from google use youtube as a lead generation conversion source and use social media as a social validation tool that's the strategy you want to go with i hope you guys enjoyed this as always be sure to subscribe make sure you hit that little bell if you want to get notifications when i do put out more content i am vowing to be more consistent with this moving forward again if you want to uh check us out go to agentlaunch.com you can click get a price and apply and we'll see if one of our programs works for you and we'll give you a call directly but thanks for watching as always i'll see you in the next video thanks everyone [Music] you