Passive Marketing:
Passive Marketing is the defense of marketing.
This includes things like SEO rankings, Social Media Presence, Website, etc. A good way to think about passive marketing is how easily it is that we are being found by someone who is searching for our services. For example: google rankings, or being easily found on social media by someone who is searching for our services.
This is defensive marketing because if someone googles "LA Real Estate Marketing", the objective is to be displayed above our competition, protecting our market share, and or be more easily found than our competition. So we are playing Defense against our competition. Same with Social Media, and Website. We are playing defense against our competitors, and the goal is to ensure that when someone is searching for the services we provide, that we come up above our competition.
The benefit to passive marketing is that the demographic is already prequalified in that they are already actively searching for the services we provide, they want what we have. Meaning the conversion of a lead is easier, as they are ready to buy.
The downside to passive marketing is that the demographic is fairly small. It is only people who are actively searching for our services at any given moment.
Effort put into passive marketing strategies inherently reaches a smaller demographic, however that demographic is of a higher quality.
SEO ranking
Social Media Presence
Website
Press
Social Proof
When you’re browsing a landing page and see a testimonial from a well respected agent, that’s social proof. When you go to an instagram and see all the top agents follow us, that's social proof.
Essentially, it’s borrowing third-party influence to sway potential customers.
1. Case StudiesData-driven analysis of the service we provide a current client with.Such as:
- How good content leads to faster sales.
- Good content leads to winning more clients.
Aerial Canvas Case Studies: https://www.aerialcanvas.com/case-study
2. Testimonials
Just high praise from industry leading agents.Testimonials live on Luxlvl.com/Social/Emails
3. Reviews
Similar to testimonials but more sales driven. Reviews live on Yelp/Google Reviews/Third Parties.
4. Social media
Numbers are important. Large social followings, with high engagement rates shows we are industry leaders, well respected, and popular.
5. Trust icons
Usually trust icons comes in the form of press logos and partnership logos. Things like showing the Compass logo, or Architectural Digest Logo on the website. This just adds a layer of trust that because we work with companies that are generally held in such high regard, that we must also, be held in high regard. A trust icon can also come from a quote in regards to a big publication talking about us.
"The Luxury Level is one of the largest Real Estate Marketing Companies in Southern California" - The Burbank Gazette
6. Data / numbers
Number of clients served, Number of jobs per year, Number of photographs created, etc.
Newsletter Sequence
Not just an email blast, but more targeted email sequences based on certain factors. For example Leads are inputted into a lead nurture email sequence, while leads that convert to clients, are removed from lead nature and out into client sequence.
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Example Client Sequence
Welcome Email
Similar to introduction email but more welcoming them in becoming a client with us, our promise to them, the services we can provide for them, and how excited we are to welcome them to the luxury level as a client.
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Website FactorsIn no way am I suggesting the website isn't perfect, or doesn't have these things, but these are some of the things to keep an eye on, in terms of making sure the website is perfect.
- UX/UI design
- Social Proof
- Load Speed
Anyalize Aerial Canvas Website
Passive Social Media Strategy for 2022
The passive strategy is separate from the active, paid marketing strategy.
The passive strategy involves main page posts, story content, increasing engagement, and responding to Dms.
My main focus on this will be instagram as it is our most used social platform.
Brand objective: To be professional, high end, luxurious, show personality, set ourselves as industry leaders.
Instagram The 4 main factors when it comes to instagram is as follows.
- Posts
- Story Content
- Audience Engagement
- Reels
Instagram PostsMain instagram posts can be single image/video posts or carousel posts. Copy:Posts should be accompanied by engaging copy, that not only prompts our audience to engage, but also shows personality. Hashtags:Posts should have the maximum allowed 30 hashtags. Hashtags should be a mix of national, local, high competition, and low competition hashtags.Location:City information should always be added to post.Tagging:Posts should be tagged with relevant agent, developer, brokerage, stager, etc. As many people tagged as possible is always helpful.Types of posts:
- Portfolio (Where we are just showing off the amazing work we do)
- Personality ( Where we show our personality as a company)
- Education (Where we establish ourselves as industry leaders)
Story Content
Feature Fridays
Personality Driven Content
Behind the Scenes
Company Accomplishments/New Team Members
Passive Audience Engagement
This is things like responding to DMs, Comments, Questions, etc.
SEO Blog Strategy for 2022
The Strategy is to go after lower competition, long-tail keywords that are more location-specific. The goal here is quantity, over quality. Meaning we try and put out as many property highlights as we possibly can, with the goal that we will start ranking in smaller, more location-specific keywords. All in the form of Blog posts.
Example of long tail keywords:
"Santa Barbara Spanish Style Interiors"
"Montecito Aerial Photography"
"Tomer Fridman Encino"
You can think of it as if each property spotlight as its own website, with its own keywords, and ranking on google independently of the home page.
Essentially you are casting a huge SEO net that is going after smaller, less competitive keywords, however the goal to rank in thousands of them, so overall would generate more traffic.
BLOG TEMPLATE
Each Page will have a subheading area that will layout basic information about the property. This organizes the post and gives a ton of SEO keywording right away, without looking manufactured or forced into the body text.
Address
1954 E Valley Rd, Montecito, CA 93108
This gives us Montecito and 93108
So now technically we are ranking for both of those keywords. Even though it is not very useful in and of itself.
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