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Your Instagram video marketing cheat sheet.

4/19/2019

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​Instagram is an invaluable platform for Realtors, mortgage lenders, or any small business owner or entrepreneur to market their services.

There are a lot of tools within Instagram (which will soon surpass Facebook as the most popular social media account on earth) that allow you to reach your audience and grow your brand efficiently, and none are more powerful than Instagram’s video features.
 
In fact, 73% of consumers report that their purchase decisions are impacted by a brand’s social media presence (including Instagram), and videos on IG garner 21% more interactions than photos alone.
 
Instagram is tailor-made for consuming short video content on mobile devices, but all of the options and features for posting videos on Instagram (IG) can get a little confusing for the layperson - or anyone over 25 years old!
 
The IG video posting options:  
  • Instagram Stories, 
  • Instagram Live,
  • Instagram TV, 
  • And don’t forget about plain old regular video postings to your Instagram account. 
 
If you don’t know how, when, and why to use each of these, your marketing could be a lot less effective than you’d like.
 
So, today I’m going to give you a quick breakdown of the each of those Instagram video options, with notes, parameters, and best practices.
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​Post videos directly to your Instagram account.
  • This is the “regular’ video posting on IG, just like you’d post a photo to your feed. 
  • You can post videos in vertical or horizontal format,
  • And these videos can only be up to one minute long.

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​Instagram Stories
  • Instagram stories are prominently displayed so you’ll get more visibility. 
  • But the videos you post on IG Stories can only be 15 seconds through the app,
  • And they disappear from public view after only 24 hours,
  • Although you can add them to your Highlights for longer viewing.
  • With Instagram Stories, it’s best to use vertical video and that goes full-screen.

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​Instagram Live
  • “Live” is a feature within Instagram Stories.
  • It allows IG users to stream video to their followers in real-time.
  • Instagram Live videos offer increased visibility (your profile picture has a ring highlighting it), engagement, and analytics.
  • Once you’re done with the live-stream, you can save and share the video to your Instagram Stories for replay.
  • Instagram Live limits you to 60 minutes per stream but, once you hit the 60-minute mark, you can simply start a new live stream and on and on.

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Instagram TV
  • Instagram TV is like a hybrid between YouTube and Instagram stories, and it was actually rolled out as a direct competitor to YouTube.
  • The big difference with Instagram TV is that it only supports vertical videos (best viewed on mobile devices), so your horizontal videos will be cut off or won’t work.
  • Therefore, it works best with custom vertically-oriented videos – not trying to repost videos you already shot for YouTube or elsewhere.
  • You need to create a Channel on Instagram TV (easy to do) and each user gets only one Channel.
  • Instagram TV videos can be up to 10 minutes long,
  • and they don’t vanish like Stories – they stay on your channel unless you delete them manually.
  • But Instagram TV also has a dedicated app (separate from your normal Instagram) and a desktop app, helping to position it against YouTube.
  • Videos can go longer than 10 minutes from the desktop app and you can add custom cover art.
  • The other huge plus to Instagram TV is that you can add a description to your video including a clickable web link – something you can’t do with any other Instagram video posting.
  • Instagram TV also works really well with Facebook’s algorithm (Instagram is owned by Facebook), so IG TV content has an inherent advantage for exposure and getting a large number of views.

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So, which Instagram video tool is right for you and your business marketing? Let’s talk and find out!
 -Norm  :-)

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Your sales secret weapon: publishing a book about your industry

4/14/2019

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You can be the best real estate agent, loan officer, or business owner in the world, but If you don’t have enough clients, your business will die – and quickly. 
 
In fact, prospecting, networking, lead generation, and sales constitutes about 85% of your actual time and energy! (Or, it should.)
 
So, the golden question for any sales professional is, “How can I exponentially increase my pool of potential clients?” 
 
While there are no magic tricks in marketing, the closest thing you’ll find is publishing a book.

I wrote the book on ______.

It's also a damn-good way to leave your competition in the dust. 
​
Envision this - you walk into your next listing appointment/home loan consultation/sales meeting and end with, "Oh, by the way, I literally wrote the book on _______." and then plop your newly published work down on the table. Effective, huh? 

I’ve written and self-published eight books myself now and co-authored or worked on at least twice that number for clients. So, I know how any Realtor, loan officer, or business owner can utilize it as a powerful lead magnet and secret weapon for closing more deals! 
 
To be clear, you aren’t going to make money selling your book. If you think you’ll amass significant coin by peddling your eBook for $2.99, forget about it. (I'll share an awesome marketing system using your book to generate leads.)
 
But, done correctly, publishing a book is an incredibly powerful marketing tool that will allow you to:

  • Increase your audience exponentially 
  • Funnel large numbers to your website 
  • Gain their respect and attention (as well as their email addresses!)
  • Open a regular dialogue with them – the precursor to any sale
 
Your book will serve as a powerful lead magnet!
 
There are far more benefits to publishing a book in your field:

  • Establish yourself as a credible expert and industry leader
  • Create opportunities for speaking invites, quotes in your newspaper, local magazines, radio shows, etc.
  • Leave your competition in the dust 
  • Create a signature item of value for potential clients
  • And something you can send to referral partners
  • Gain name (and face) recognition
  • Expand social proof and trust (important to sales psychology!) 
  • Spark interest with your current clients and database
 
Plus, a book release party will be damn fun!
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Let Amazon.com and Apple market for you!

On Amazon.com – the world’s largest bookseller between print and Kindle eBooks – 200 million people shop or browse EVERY SINGLE DAY!
 
Apple Books (formerly iBook), Barnes and Noble.com, Nook, and other smaller distributors see tens of millions of people searching for books and content every day.
 
That’s a monumentally huge untapped resource of consumers who are actively looking for information and content in a particular subject. That includes the subjects of buying or selling real estate, getting a home loans, real estate investing, market updates, How To’s, or whatever field your business operates in. 
 
Think of it like this – so far, you’ve probably been fishing in a small pond (and doing well), but think of the sales potential now that you’ll get a chance to cast out into the ocean! 
 
Don't worry - it doesn’t have to be Moby Dick!

I’m not talking about penning your juicy real estate tell-all memoir (although that would be entertaining to read!) In fact, it doesn't even need to be 100 pages long.

We can call it a “book” for the purposes of this article, but writing and self-publishing content can come in many different forms, including:

  • Special Report
  • Handbook
  • Guide
  • White paper
  • Instructional course
  • Tips, hacks, etc.
 
Some of these can be as short as a dozen pages, or as long as short as you’d like since the material will be instructive and professional.
 
Here are some examples:
 
The First-Time homebuyer’s Handbook, by __________  (Do you think that might generate more than a few first-time homebuyer leads?)
10 Mistakes Home Sellers Make That Kill Their Profits, by_________  
25 Things Every Consumer NEEDS to Know About Home Loans, by________
10 Tips to Save Money on Your Mortgage, by ___________
 
It’s even better to get super specific in your niche and add geo-targeting if you only do business in your local city or region:
 
Your 2020 Sacramento Real Estate Report & Forecast, by _________
Investing in Sacramento; Everything you need to know about real estate for profit in the 916, by_________
Your California Down Payment Assistance Report, by _________
 
You get the idea – and the possibilities suddenly get our pulse racing.
 
The goal is to get your name, face, messages to the largest number of people who are eager to read what YOU have to say and get YOUR help.
 
But I don’t know how to write a book (and I don’t have the time)!
 
Yup. That’s where I come in! 
 
And you’ll be amazed when you see how efficient and cost-effective it can be to write and publish your own content, from A to Z.

(Not to mention, your potential ROI is through the roof when you sell real estate or home loans).
 
Feel free to hit me up if you’d like more information or just to chat about the possibilities.
 
-Norm  :-)

P.S. Look for part two of this next week when I break down the perfect marketing system to leverage your new book into emails, leads, prospects, and closed deals! ​

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The Real Estate Marketing w/ Norm podcast presents: Rico Rivera, the King of Networking!

4/4/2019

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Today, I'm super excited to share my interview with Rico Rivera, team leader at Silicon Valley East Real Estate in Sacramento, CA. Rico is one of those guys that everyone knows and loves, is omnipresent at every event, party, and charity fundraiser, and seems to be the most natural networker you've ever seen.

However, there's a lot of thought, education, strategy, and hard work that goes into becoming the Networking King, as we'll find out. Rico also talks honestly about his unbelievable childhood and life growing up, and ends the podcast with one of the funniest stories you'll ever hear! 

Enjoy and give me a shout if you'd like to be featured on this podcast or need anything at all!

-Norm  :-)

Podcast highlights and approx. times:
0:00 Rico Rivera introduces himself and documents his journey from home warranties to real estate
7:25 The value of creating personal relationships and always being around
8:00 Rico working through the mortgage meltdown and real estate crash of ‘08
9:40 Working hard and everyday doing something to move your business forward
11:47 Advertisement for Uri Carazzco and Innovative Tax Solutions
12:20 “If you’re genuinely interested in other people, eventually other people will be interested in you.”
16:52 Put in the work way ahead of time with networking and it pays off later
17:45 In school, Rico was the hero by standing up to the bullies
18:43 Bullying, social media, mental health, and the impact on our young people
21:10 Growing up rough in Los Angeles and what it took just to get to and from school
23:05 Working early in life and work ethic to survive
24:39 Rico’s mom’s advice on how to manage your paycheck:
Split your check in three – one for the house; one for the piggy bank; and one for you.
30:09 You make the sum of the five closest people to you.
32:20 “The day I swallowed my pride and asked for help changed my life.”
36:12 Networking tips and advice for Relators 
49:10 The difference between prospecting and networking: “Networking is going out and being interested in other people.”
51:48 What is one thing people don’t know about Rico Rivera? Crazy answer!
53:25 Rico’s Costa Rica story – one of the funniest you’ll ever hear!

59:08 What’s one piece of advice you’d give yourself 10 or 15 years ago?
Click to listen via YouTube.
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