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Real Estate Marketing

Simple weekly emailer curates your stats across social networks

(MARKETING) If you are overwhelmed or turned off by massively granular stats, getting a simple email weekly about your social media stats could be a meaningful tool for you.

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social media metrics

You already know that building a brand (for yourself OR a brokerage) is a lot of work. There’s not only fierce competition, but there’s a lot of ground to cover.

A huge portion of that ground is being present on social media. This doesn’t just mean consistently posting content that is important and relevant to your brand, but it also means keeping tabs on who is following you and engaging with said content.

That’s why Metrics Coffee is here to help. With this new tool, it helps you keep track of your social media metrics by sending you a detailed email to your inbox every Monday morning.

So, how does it work? First, you enter your email to register (the first month is free, woot woot!) and then you attach all of your social media handles to your account.

Then, every Monday morning, you’ll receive an email from Metrics Coffee with a detailed look at your personal metrics. It’ll show the number of followers on each specific platform, and how much your follower count has gone up (or down) within the last week.

Platforms that it currently tracks are: Twitter, YouTube, Instagram, ConvertKit, and ButtonDown. If there’s a platform that isn’t included that you’d like them to track (we would suggest LinkedIn as it is overtly missing), you can request that they integrate said platforms.

“I recently become an independent developer (quit my job!) and started making courses and conducting workshops. I get most of my audience from my twitter and YouTube channel, so I’ve become more intentional about building an audience, said Metrics Coffee maker, Siddharth Kshetrapal. “[I] started tracking [the metrics] with pen and paper along with my morning coffee, but I would forget doing this all the time! Realized I need it to be a push not pull. And that’s why I built this product! It keeps a track of my social accounts and sends me an email every Monday; including my tiny newsletter.”

Much like one needs their Monday morning coffee, Metrics Coffee is designed to give you a rush of adrenaline and inspiration that will help you start your work week. It’s such a simple concept that we wonder why this hasn’t been around for a decade already.

Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

Real Estate Marketing

Steal this Apple marketing method to crush your competitors

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Apple is a $2 trillion monolith of a company, and for countless good reasons. One of the primary reasons is their powerful marketing – one could argue they’re more famous for that than their actual product. Alex Garcia has a clear and concise guide to the process Apple uses to create compelling website copy, and it’s something you should absolutely try in your next round of marketing.

Garcia, a known marketing expert, breaks Apple’s copy down into 13 distinct techniques, the majority of which can be lumped into 3 categories:

  1. Appealing to customers
  2. Appealing to experts
  3. Appealing to the algorithm

Like any good marketing scheme, the majority of Apple’s techniques fall into the first category, but the overlap between these groups is what makes Apple’s copy stand out.

When appealing to customers, Apple tends to make things as simple as possible, sticking to a modern adaptation of the phrase “less is more.” This is a process that involves anything from rhyming (yes, seriously) and using alliteration all the way to creating short, energetic sentences that place the reader in the driver’s seat.

Apple also likes to focus on specific product details – edgeless screens, faster chips, camera abilities – as individual selling points, complete with supporting images. In theory, this makes it easier for the consumer to keep track of the benefits of the product.

And that energetic copy, often stemming from short sentences with the words “you” and “your” appearing organically, always accompanying those product details.

For what Garcia identifies as “scanners,” the most impressive information comes first (and uses the largest font), with the rest of the information following an “inverted pyramid” format in which details taper down from largest benefits to smallest benefits.

Apple’s overlap between experts and consumers is similarly notable. For the casual consumer, mentioning the new chip speed or information about the retina display on an iPhone stands out as impressive. And for experts who know how to read the specs they’re seeing, that first impression means just as much. Apple’s inclusion of those specifications in their copy (often in finer print than the bold, consumer-oriented headlines) makes all the difference.

Finally, search algorithms can flawlessly index Apple’s marketing copy due to copious use of keywords (words that don’t feel like keywords to the average consumer) in order to ensure that Apple products are recommended to as many undecided would-be buyers as possible.

Make no mistake: Apple has a metric truckload of other reasons for their success, many of which are well-outside of the grasp of most companies. But their marketing copy, and the confidence with which it is implemented, is something from which any business can learn. Before your next marketing push, consider how you’re appealing to all three categories, while your competitors only consider one (consumers).

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Real Estate Marketing

6 logo design trends that will instantly boost your branding

(REAL ESTATE MARKETING) Outdated branding can be a big red flag to anyone viewing your website or social media – check these logo trends to improve yours for 2021!

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Logo design sketches being drawn on paper and hands pointing to various designs.

When you click a website or open a marketing email, nothing (and I mean NOTHING) is more discouraging than a sloppy or outdated logo. It’s the first thing a consumer equates to the quality of the goods or services being offered. In short, if your logo looks like it was designed using Windows 95, it doesn’t matter how good your product is – no one’s going to believe you.

Here are 6 current logo aesthetic trends that will give your branding new life:

1) Minimalist design
A timeless aesthetic. Classy. Clean. Minimalism gives the viewer less to scrutinize and is an easy way to achieve professionalism. The best part is you won’t have to update every couple of years when trends change.

Pro Tip: Try using sans-serif fonts, as well as thin lines and clean geometry.

2) Custom Fonts
I LOVE seeing custom fonts. We’re all used to Helvetica, Poppins and – God forbid – Papyrus. When a logo is made with a familiar font, it’s too recognizable – and feels like an 8th grade made it.

Pro Tip: You can go nuts with custom fonts, but make sure to keep it legible. What’s the point of a cool logo if people can’t read it?

3) Gradients
Everyone’s doing color gradients this year (think: the Facebook Messenger app icon). Gradients are eye-catching and make the image appear to be 3-D. They will also certainly not be going out of style in 2021.

Pro Tip: Make sure your selected colors print well before committing to them.

4) Text destruction
Use psychology on your potential consumers! A logo that’s unfinished or has a letter is missing will likely have viewers fixated and try to mentally complete it. This means instant attention on your brand!

Pro Tip: Don’t go over the top – you still want it to be recognizable.

5) Planned chaos
Twisted letters, random geometric shapes, and more! 2021 is a year that is inspiring some out of the ordinary designs that look interesting and sophisticated.

Pro Tip: I keep stressing this but it’s true – have fun with it, make sure it’s understandable, especially for this trend.

6) Balance
On the other side of the spectrum, balanced, orderly logos are trending right now. If you want a symmetrical and clean logo to give your brand a grounded feel, try a balanced approach.

Pro Tip: While they are inherently professional, these kinds of logos can become boring pretty easily. I recommend adding a little zest of some kind to work in tandem with the balanced-ness.

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Real Estate Marketing

Whoa! Better check Google Street View before listing a property

(MARKETING) Before you list a property, there’s one unexpected factor to check: What does it look like on Google Street View? And is it blurred out?

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Bird's eye view of neighborhood homes on Google Street View.

So, you’re ready to list a property.

You’ve got the tower of documents signed, photos and videos uploaded, and the sign with a QR code and fliers in the front yard, where the landscaping has been meticulously tidied up. Take a breath… then think about one more thing you need to do.

What does the property look like on Google Street View? More importantly, is it even visible or is it blurred out?

Homeowners have the ability to tell Google to blur out photos of their homes. They might do it for privacy reasons. Some people just don’t like the idea of anyone in the world being able to see their homes. Some might do it for personal safety, say, in a stalking situation. Or there might be information that’s too revealing, or a person whose presence could be embarrassing in the photo.

Whatever the reason, you want to know whether the seller or a previous owner asked Google to blur the property. Prospective buyers might see it and wonder what’s gone on there. Is it a crack house? Did some kind of violence occur? Were the windows at one time covered in tin foil?

You want prospects to imagine living happily in the home, not imagining something out of a bingeable TV crime drama.

But there’s a problem: Once Google agrees to blur a house, it’s permanent. They’ve deleted the photos. They’re not going to send out the car or the person wearing a backpack with the 360 cameras again to photograph that property.

But don’t give up on perfection just yet! Here are some possible workarounds:

Direct prospects to another search engine such as Bing, which has its own Street View function on its maps.

Try to upload a user-generated photo to Google Street View (Caveat: We have not done this, but it seems like it’s worth a try). Google allows user-generated photos to be uploaded into Street View according to their image policy. (To do your own 360 photos you would need a specific type of camera, which Google lists. Those are in the $4,000 range). However, we could not find any mention in their privacy policies or Maps’ terms of service that specifically say what will happen if someone uploads a photo of a property that has been blurred. Hey, no risk, no reward, right?

Ask Google for help. A search through Google’s user forums on this question offers little hope that a human will respond to an inquiry, but who knows? The Google gods just might look upon you with favor.

In any case, be ready to answer questions about why the property does not show up in Google Street View. A straightforward “A previous owner asked Google to blur the photo because of privacy concerns” should probably do the trick. Everyone understands privacy concerns in the digital era.

Your job is to offer as much transparency as possible while making sure your client’s property is presented in the best light. Checking out Google Street View is just one more detail that will ensure both of those happen.

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