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Finally, Google Maps Option For Real Estate Pros

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Note from the editor: Please welcome AG’s newest writer, Marty Martin who is well respected in the SEO/SEM industry and is accomplished most notably in his work with higher education, government and business clients. Marty shares our sentiment of being the “anti-consultant” in an environment where everyone’s a “guru” or a “ninja” and his passion is evident in all of his writing. Marty is a licensed agent but has for many years been devoted to the advocacy of businesses as he helps to implement cost effective SEO/SEM strategies. Please welcome him in comments.

Search marketing is more than just SEO

CompassFirst of all, as a local real estate agent, if you don’t know about the Google Local Business Center, you owe it to yourself to get in there and figure it out.

In a nut shell, when potential customers are searching Google Maps for something like “real estate” or “homes for sale” when viewing their town, neighborhood, etc. you can have your agent profile, name, address, website, address, phone number and more all show up in a handy pop-up. For free. (And honestly, what real estate agent’s heart doesn’t leap at free advertising?)

So what’s new?

Prior to the last week, only businesses with fixed locations were able to add a listing to the Local Business Center, so as an agent, you had to either use your broker’s address (and compete with all the other agents at that location) or use your home address (which is kind of awkward if someone comes driving through your neighborhood looking for a business at your home).

Enter “Service Areas”.

Roanoke, Virginia - 30 mile radiusNow, for us service industry pros, we can select a physical business location or even better, a circular service area from a center point (think city center plus a 30 mile radius) or a list of cities or zip codes. Brilliant.

Now more customers can find you

By picking one location and creating a service area or adding a list of zip codes or cities served, your Google listing is not restricted to showing up based on one physical location. The end result for you should be your listing showing up in more local map searches. And if you throw your website into the listing, some more exposure there as well.

Other features for the uninitiated

With Google Local Business Center, you can also add coupons to your listing (examples might be a free credit review, free home inspection, free title insurance policy … be creative to catch the users eye).

You can also add to your free business listing:

  • Up to 5 videos
  • Operating hours
  • Service area(s)
  • Payment options (not really applicable to agents)
  • Up to 10 photos or images (why would you add your portrait and logo?)
  • And other “Additional Details” (this is a good place to add some key words ;o)

Get started: Add your own free business listing.  Folks, this is so easy a caveman could do it.

One small thing to watch out for

Some folks have reported a problem with Google merging multiple business records of businesses using the same location and updating the same day. So if you’re using your broker’s address, you might want to wait a few weeks until Google irons out this small wrinkle. (or just switch to your home address).

Marty Martin is an accomplished SEM/SEO anti-consultant with a broad range of experience working for a wide variety of clientele including colleges and universities, regional and state tourism, government and business. An advocate for business, Marty works hard to share accurate information in a world suddenly overrun with "social media consultants."

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32 Comments

32 Comments

  1. Matt Stigliano

    March 25, 2010 at 5:40 pm

    Marty – Welcome to AgentGenius. First post out of the gate and it’s a winner. I wasn’t aware of the service area part. I’ll have to try and get over there tonight and get this done!

  2. Erion Shehaj

    March 25, 2010 at 6:07 pm

    Welcome Marty! I have been using Google LBC for about 3 years now and I love it. But didn’t know about the service area option – thanks for sharing.

    Something tells me this was a great addition…

  3. RealEstate_Mktg

    March 25, 2010 at 6:15 pm

    Welcome aboard, Marty! This is a great tool. I’m planning on passing your post on to all of our agents so they can cash in on this great tip.

  4. Heather Jacobson

    March 25, 2010 at 9:02 pm

    Great article Marty! And of course I tweeted it! 😀

  5. Michael Bertoldi

    March 26, 2010 at 12:10 am

    Welcome Marty! Nice post. About to dive into this topic. Thanks for dropping knowledge.

  6. Karen Goodman

    March 26, 2010 at 2:05 am

    I’ve gotten a lot of website traffic in the last year from my Local Business Directory listing,but I didn’t have any idea about the service area or that I could upload videos. I just tweaked my listing, uploading pictures and videos, and changing my old address location to a service area.

    I also think it would make a big difference to have some positive reviews on the listing, so I shot over to Facebook and sent a message to about 15 former clients, asking them to go leave a review on my services. If they actually do, then I’ll also link to the reviews on my website Client Reviews page.

    Thanks for pointing out how I could ramp this up!

  7. Joe Loomer

    March 26, 2010 at 5:57 am

    Welcome to the party Marty!

    The Local Business Center increased our business over the last year – mainly by targetting the long tail folks who searched for our city and “real estate agents” or “companies.”

    The merging issue you pointed out is true, and if more than one agent at your firm is doing this, you’ll want to play around with the wording and the keywords to make sure Google doesn’t bundle you all up and mix website names and links.

    Navy Chief, Navy Pride

  8. Benjamin Bach

    March 26, 2010 at 6:57 am

    Great stuff Marty, Thanks!
    Welcome to AG 🙂

  9. Marty Martin

    March 26, 2010 at 7:51 am

    Hello folks,

    Thanks for the welcome and the positive comments; I plan to bring you more great gems like this in the coming weeks so stay tuned! Sometimes even the things we know can surprise us with new features!

  10. Kelley

    March 26, 2010 at 9:42 am

    Thank you for this very informative post. I’m going to give it a “retweet”!

  11. Jeremy Hart

    March 26, 2010 at 3:19 pm

    Good to have you here, Marty, and particularly nice to have someone from the RNR on AgentGenius!

    • Marty Martin

      March 26, 2010 at 3:44 pm

      Thanks Jeremy (or should I call you #2?)! It’s a great crowd to be associated with for sure.

      I love what you-all are doing on CB’s website with video, etc. Met your broker and relocation director at #rkeunwind last week, nice folks!

  12. Abbotsford Real estate

    March 26, 2010 at 9:17 pm

    Thanks for the information, I wasn’t aware that you could do this.

  13. rob | atlanta homes

    March 27, 2010 at 8:17 am

    Nice post. Good info. Well written and useful.

  14. Roscoe Property Management

    April 2, 2010 at 2:47 pm

    This is my first read on Agent Genius, and I will be back. I found out about this little Google gem last week by accident. This is very helpful for us as we are a property management company that in some areas have multiple properties on one the same road. 🙂

    Another bonus is that you (Agent Genius) are from Austin also! Keep up the good work!

  15. anthonys indianapolis homes for sale

    April 18, 2010 at 1:55 pm

    I wasn’t aware of the option for video uploads. This sounds like a service that should be taken advantage of before way too many people start using it and it loses its value for any one user.

  16. ohalloran

    May 18, 2010 at 11:06 am

    Marty–This is awesome. Absolutely love the radius part and have updated all of my info. Thanks so much!

    • Marty Martin

      May 18, 2010 at 5:06 pm

      You’re welcome; happy you found it helpful!

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Business Marketing

Facebook adjusts how much repeat video views matter

(MARKETING) For video creators and marketers alike, Facebook updates can mean a world of difference. What’s new now?

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mid-roll facebook video

For Facebook Video, intent and repeat viewership matter. Recently, Facebook updated video distribution methods to build more effective monetization tools and improve viewing experiences for users, namely regarding video distribution, ad breaks, and pre-roll.

Most video watching on Facebook takes place in the news feed, making this a great place to reach target audiences. It is the primary hub of activity, featuring status updates, photos, app activity, and video posts.

New ranking methods promote videos people seek out or want to return to, like serial episodes from creators regularly publishing content. Partners fostering communities by actively posting weekly or daily content get a boost as well.

If content publishers link a Show Page with their regular Page, they can distribute episodes directly to followers. This makes it easier to maintain and grow audiences, connecting users with relevant content.

However, although New Feed is a popular zone for creators and publishers, Facebook expects video engagement to eventually move to Watch, the platform for shows. In Watch’s Discover tab, shows people come back to will be prioritized for more convenient access.

After all, News Feed isn’t the easiest place to go for returning viewers since they have to sift through a constantly changing barrage of status updates. Watch offers a place more akin to YouTube, where episodes and content are contained in one place.

Creating a Facebook Group for the show adds another level of engagement, providing viewers a social viewing experience to connect with other fans.

Putting videos and content in an appealing, easily accessible area makes your viewers likelier to stick around. Grouping similar content will encourage binging, keeping your viewers in one place to engage with your content.

If content is difficult to find, or re-find when showing friends, it’s less likely to spread.

Revisions to Ad Breaks will hopefully drive up engagement as well. Previously, videos were eligible for Ad Breaks if they were at least 90 seconds, and the ad could show up as early as twenty seconds into the video.

Starting in January, videos must be at least three minutes long to have an Ad Break, and the break won’t come until at least one minute has passed.

Although Ad Breaks benefit content creators with a share of the revenue, disruptions to already short videos can drive users away. Delaying the break may improve viewer satisfaction, keeping people watching longer.

Creators now have an Ad Break insights tab to better understand video monetization performance, tracking impressions and clicks per minute.

Additionally, Pages with over fifty thousand followers can now have Live Ad Breaks. Smaller Pages and Profiles aren’t eligible since Facebook determined these publishers are less likely to comply with their monetization guidelines. Plus, their audiences are typically smaller, meaning it’s more difficult to gain significant revenue from Ad Breaks.

Facebook also plans on testing six second pre-roll ads, but only in places like Watch since viewers are already actively seeking out this content.

Combining metrics tracking insight and updated distribution tactics with intentionally crafted content may promote repeat viewership, leading to more success for publishers.

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Business Marketing

How Snapchat earns over $1M a day on just one lil’ feature

(SOCIAL MEDIA) Marketers are jumping on the bandwagon, giving Snapchat more and more money – but what little feature rakes in so much cash!?

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snapchat 3d filters

Although Snapchat is still struggling to net a profit, they make a million dollars a day with branded AR lenses. If Snapchat can remain crazy popular with its users, this may help the company get out of its revenue slump.

Snapchat’s shares dropped 22 percent since their March IPO, and their Q3 earnings saw a revenue loss of $0.14 per share with the slowest user growth ever. But there’s still growth, and Snap has never really been profit focused anyways.

CEO Evan Spiegel certainly isn’t worried, publicly at least. Spiegel’s product strategies have been mirrored by Facebook and Instagram, and a huge chunk of teens prefer Snapchat over these other social media giants.

Which is why Snapchat can charge upwards of one million dollars a day for augmented reality lenses. Snap’s popularity, especially among teens and young adults with disposable income and social influence, bodes well with media agencies.

AR lenses are one of many features offered on Snapchat, allowing users to superimpose augmented reality images on pictures and videos. If you’ve spent any amount of time on the internet, the dancing hotdog is a testament to how easily an AR lens can turn into a meme.

In September, Snapchat introduced sponsored 3D World Lenses, giving advertisers the opportunity to feature targeted campaigns on the platform. Bladerunner 2049 was the first campaign at the launch, and since then Budweiser, BMW, and McDonalds have jumped on the bandwagon.

Pricing varies depending on when the lens goes live, if it’s a “premium” day like a holiday or anticipated movie release, and the targeting criteria of the agency. If a lens is specific to a region, for example, it’s not going to cost as much as a nationwide campaign.

In a report from Digiday, one NYC-based ad executive stated AR lenses are currently Snap’s most expensive ad product, and for some agencies it’s offered as a standalone purchase. Others reported Snapchat offered a “holistic media-buying plan,” including stickers and filters as well as AR lenses.

James Douglas, SVP and Executive Director of social media for Society explained Snapchat Ads are all about media negotiation, with some of his clients signing annual media contracts, while others may try out shorter stints.

“If it’s a well-known consumer packaged goods company, Snapchat may quote $200,000 for an AR lens, but not on a premium day,” he stated. “Snapchat is very flexible to negotiate media investments with agencies, and I like that.”

According to a Snapchat spokesperson, the base price for a 3D lens running up to 12 months is $300,000. However, the final price depends on if the lens is based on audience impressions or a national takeover on a premium day.

While the AR lenses are not necessarily driving sales for featured brands, users are completely engaged with lenses. Featured lenses are widely shared among users, and screenshots of particularly popular, interesting, or funny lenses end ups shared on other social media platforms.

Even if the lens is being mocked, that still leads to impressions since ultimately the ad is being spread when people send Snaps to friends and feature lenses in Snapchat Stories.

Right now, Snapchat is doing all the engineering for AR lenses. Agencies provide the ad assets and Snapchat creates the lens. Future plans involve opening up creation to select brands, as Spiegel announced in November.

Snapchat is testing a pilot program with Lens Studio, a self-service toolkit allowing advertisers to create their own lenses in as little as an hour. Eventually Snap plans on offering the AR toolkit to advertisers for free, but for now it’s only available to top clients.

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Business Marketing

Pantone’s 2018 color of the year (that you’ll see everywhere now): Ultra Violet

(MARKETING NEWS) Check out the Pantone color choice for 2018, and prepare to see it splashed across the internet and in print.

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pantone 2018

Much ado about a hue. Over the past year, Pantone encouraged us to reconnect with nature and once another through the promotion of Greenery, the fresh yellow-green color of 2017. It’s now time to take our personal and business potentials to a whole other level, as inspired by Ultra Violet, PANTONE 18-3838, which is the 2018 Color of the Year.

Now technically, Ultra Violet isn’t a shade of purple as the Pantone color square suggests. In fact, Ultra Violet is a spectrum of light waves that can’t be detected by the human eye in natural circumstances. But that’s kind of the point. Pantone purposefully selected this color to encourage inventiveness and imagination.

The color purple has long represented individuality and artistic expression. Think Prince, David Bowie and Jimi Hendrix. When Ultra Violet was dubbed the iconic color of 2018, this symbolism was not overlooked. They are using Ultra Violet, a blue-based purple, to encourage individuals – and companies – to push boundaries and blaze their own trail.

Ultra Violet can have mystical and spiritual undertones, too. It’s been associated with mindfulness practices such as meditation, which can be a way to detach from today’s non-stop, information overloaded environment.

As a reflection of this new Color of the Year, we will likely see bright nail polishes, funky home décor, and vibrant fashion bring Ultra Violet into the marketplace. However, while material goods and designer’s color schemes are splashed with this dramatic shade of purple, Pantone encourages brands to use this color to inspire consumers to push for a better, and brighter future.

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today,” said Laurie Pressman, vice president of the Pantone Color Institute.

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