In 2022, you’ll struggle to find a market or industry where there isn’t any competition…
Thanks to an extended booming housing market, Real Estate is one of them.
In fact…It’s saturated.
With thousands of agencies, real estate companies, and realtors, all jostling for positions and screaming at the top of their lungs to make themselves heard.
But with SO much noise, how are each of them standing out?
They’re not.
Why?
Most of the people in this space are all screaming the same thing to the same groups of people.
And in a lot of cases…
Copy and pasting each other’s campaign hooks and angles.
Meaning that in the end, the prospects can’t differentiate one company from another, and it’s just a blur of the same type of Ads on repeat.
But this isn’t just Real Estate.
Look at any market…Solar, Debt, SaaS, Ecom, Services, Info products…(The list is endless)
It’s the same story.
That’s good news, though…
This is YOUR Advantage
To win…
You just need to be more creative with your strategy and look outside the box.
This brings me to a post from our LeadsHook Facebook Group.
(If you haven’t joined yet…PLEASE DO. The knowledge you can pick up here will change your thinking around your future campaigns forever)
The post is from LeadsHooks CEO, Nik Thakorlal, about how to stand out in the Real Estate Market.
Keep In Mind: Even though the industry in question is Real Estate, this process can be used time and time again for ANY industry.
The Post
The Solution
Nik, never known to disappoint, gave Youn his 2 cents…
Ironically, the advice he gave is worth a hell of a lot more once you go through his process.
Here is Nik’s answer in full:
“Like all markets, the way to come up with ideas is to follow a process.
Here’s the process I use.
Mostly unconscious until recently – I have been doing some consulting work recently, which has allowed me to document these steps.
Here’s a summarized version…
✅ Step 1) Break the market into segments (Groups of people who may buy the same thing but for different reasons).
✅ Step 2) Product Category (Low involvement vs High involvement).
E.g. Buying a shampoo is generally low involvement, except for someone who is looking for a shampoo for things like lice or balding.
Similarly, Real Estate is highly involved except for the professional property investor who has done quite a few deals.
For them, a property purchase is like buying shampoo. They have set heuristics to make most of the decisions.
However, for a single property owner (most people), selling a high-priced asset is a high-involvement decision and one that is often not 100% clear,
I.e. They bounce from
“Do we sell or hold?”
Look at the involvement factor and cater your hook to them.
✅ Step 3) Segment Value
Each segment has its own size and value.
The formula is – Value of a segment = Size x Value.
You can get both of these from keyword research volume x CPCs.
Note: I used to do massive spreadsheets but found a casual look at keyword lists and CPCs to get some idea was just as good as being detailed and granular.
(i.e. doing those massive spreadsheets).
The most important part of this process is recognizing there ARE segments, and they have their own value.
(i.e. Motivations, Desires, and Pain).
✅ Step 4) “Zeitgeist” Overlay
Firstly my apologies to our German users. My use of this word is probably a bit crude! I see it as the ‘current’ mood.
What’s the ‘mood’, and can you use it?
Cost of living and inflation are 2 themes that are currently working well. (June 2022)
You can consider the secondary effects as well.
Back to Real Estate…
For sellers, its prices are falling.
For buyers, its prices are rising. Both can happen but for different reasons.
✅ Step 5) Break Up The Market Into Their Respective Segments.
This is finding reasons for selling…
There is a spectrum:
“Have to sell”
To…
“Hell no – I LOVE my place”
An example is situations like deceased estates, divorce, etc.:
Then think outside the box.
Here in Australia, you can get access to court docs, and that’s one of the techniques taught by some gurus on how to buy homes under market value.
These sellers’ leads are only a small part of the market but are pretty likely to sell.
Then comes the ‘Sentiment’ market…
Watching the 6 pm news might give you the perception that the sky is falling…
Recent buyers would be much more sensitive to this.
Lastly, those who bought it years ago are sitting on massive gains and have zero motivation to move for financial reasons.
They will move due to changes in circumstances like retirement and/or health issues.
The retirement market is big. (But perhaps captured by financial planners.)
✅ Step 6) Ripoff what’s working…
While “What’s the price of my home” works, it’s because to people entering the market, it’s a new hook.
This will stop working or not work as well when the number of competitors increases.
The first person who used this hook probably killed it, but now there are 50 people using the same hook, and it does not work as well.
Since this appeal has worked, rip it off with variations…
- What’s the best way to get the highest price
- The single most important factor in getting the best price
- High Inflation: Is now a good time to sell?
- Selling Your Home With Rising Interest Rates
- Home Sellers Guide to Selling When Cost of Living is Rising
You get the idea…
Once you’ve mapped out your segments, run test ads for each one and create hooks for respective market segments.
Put the headline in your ADs using your URL params and replace it dynamically.
This is much more important than the DT part.
(I hate saying this…)
Decision Trees help to facilitate the hook, not the other way around.
Hope this helps. Let me know if you have any further questions.
Also, for inspiration, swipe headline & bullet ideas from this old boardroom Ad.”
Is that it…
Nope.
Nik’s the man that keeps on giving…
“I forgot to mention…
There are clients in every market who have committed, done the research but have not signed or pulled the trigger yet.
You can steal these primed leads as well…
- Simple Test to Ensure You’re Signing with the Right Realtor
- 3 Questions You Must Ask Your Realtor Before Selling
- Will Your Realtor Get the Best Price? – Take this simple test.
(These are all ‘Bottom Of Funnel’ appeals.)”
Nik
And there you have it.
Finding winning hooks doesn’t have to be have become a game of ‘Follow the leader’…
Instead, If you follow Nik’s process above you’ll be sure to uncover angles and appeals that are yet to be discovered…
Even in saturated markets.
Which means you’ll get the biggest slice of the financial pie and leave your competitors fighting for scraps.
P.S
To see the original post on the LeadsHook Users Facebook Group, Click Here.
P.P.S
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