Episode 8 - Eric Robson

We've got some questions that we've received prior to this from clients that we'll be discussing, but if you have any questions at all, please, shoot them to us in the chat. And then… Very exciting. If you are into it, we're going to the next step of unmuting today, so we'll have a, have a conversation, if you, you know, if you have any questions that you'd like to… Put out to the group here, online. So… Allowing a couple more minutes here, you know, as always.

Here at Office Hours, just an open Q&A, for you guys to submit any questions that you have. We did get some questions, around support issues, so some things around setting up auto tracks, that kind of stuff. One thing to remember is that you do have access to an account manager, as part of Sync, so… You know, definitely make use of that. You can reach out to support at Syncpro.com, and they can help you with, you know, all your questions. Matt Purdy on the, on the Zoom, so…

Alright, cool. Well, people still coming in, but we'll go ahead and get started. So I, again, am… Harry Kerbo, the Senior Director of Paid Social Marketing here at Sync, or Commission Sync, as you see Dan's shirt, back there. And I am joined today, by Eric Robson. He's gonna be our guest today for Office Hours. Eric, say, say hi to the nice people.

to Eric, because I used to handle all of the launches and the new accounts, and … and Eric came in and stepped up and has taken over such a huge responsibility, and taken a lot of that off my plate, so I appreciate him, and he's done an awesome job with it, so… Good stuff, a lot of, lot, lot going on.

I'm focused mostly on the, the Google side, the search side. And so, Google is changing what they're doing by incorporating AI. You already know this, you've seen the, the AI summaries, they're generating a lot of traffic. to Google. Google wants to keep the traffic and put ads on there, so it's great for Google.

these AI overviews are not going away, and I think that's something that you need to know, that, like, search has changed. Like, over the last year, it has changed. And, it's not gonna change back. So… One of the things that I think is particularly interesting is that I've been here forever. Eric's been here almost 10 years, and I think he's the youngest of the four of us.

So… or it… your ability to get ranked is really hard, with blogs. Very, very hard. And you don't want to write it, either. It's a lot of work. It's a lot of work for very little rewards. One of the things we found with our… Doing these videos, and doing all, like, the webinars, and doing our white papers, and just doing social media focused on videos, is that…

You can show up in the organic search rankings if you do videos and you do a… develop a comprehensive social media strategy. You will show up. And it's not as much work as writing blogs, and you… you have to stick with it. There's a lot of, … you know, you have to develop a strategy to it, and so… the white, the white paper I wrote with Harry, just talks about some of the things from a real estate's perspective, is, like.

we always talk about hyperlocal micro-targeting, and you can do that on your own as a real estate agent. You can… put together videos and social media posts talking about specific areas, which Google will then perceive you as an expert in that particular area, and… that area… Right. …would… Right. would be like a… like a neighborhood, something like that. So… …

So, anyway, so that's… that's what… that's what the guide is about. It's like how to do videos and social media to get you noticed by Google. and have you rank in the AI summaries. One of the interesting things about AI summaries, also, is that people perceive them as being the truth, not… it doesn't necessarily… it isn't necessarily the truth, and you'll see on, …

If you ever look at one of those AI summaries in the bottom left-hand corner, it says, some of the stuff in here might be wrong. So it's like, great. It's like, here, they present this as being the truth, and it's like, yeah…

It's the truth, except for it might not be the truth. But, either way, it's fine, it's making us money, so we're gonna keep on throwing it out there. So… You might as well be the person that they throw it to, mention you, like, if it's… if it's a… if somebody has a question about a, like, a neighborhood, like a… like a real estate question, they might say, like, oh, the… Some of the realtors, or, like, the question is, what are some of the realtors serving this neighborhood?

you could get mentioned, which would be, like, a huge, positive impact for you, so… Anyway, that's what the white paper's about. I'm gonna actually… Talk about.

… you know, I think, recently, or I know, you know, Instagram just made a big, update about how their posts, their public posts are more searchable and findable, by search engine bots, and so those results, you know, potentially, social media has always had an impact on SEO, but with that kind of… you know, mentioning, you could potentially rank for reels that you're doing, and so I think… you know, Dan, what you're saying makes sense, because…

If every… if everyone's doing a video about, here's the U.S, housing market trends… Oh, I sent it to… I need to send it to everyone. Thank you, Brooke. I'll resend that link. If everyone's doing videos about U.S. housing market trends as a whole, there's a lot of noise there. You know, the example that you use in the videos that you do, Dan, and in the guide, I think, is North Springs, which is an area here.

If you're competing to come up when somebody looks for North Springs, or have that on your AI summary, there's less people looking for that. But you have a better chance of coming up because there's less people trying to rank for that, too. So the guide… thank you, Eric.

here's what the internet is saying, but we get to dictate what the internet, you know, what's out there, what we put out there, and what we want to be perceived as. At least right now, while that content is fairly relatively limited. So it's definitely the time to jump on that and try and get that information out there, if it's something that you want, you know, in the future, moving forward.

But anyway, you know, posting regularly is what encourages the bots to regularly crawl your profiles, and that's what lets them see, that information. And then, comments on the posts are very important because, and not just commenting from one side, but you commenting back.

Because the networks, you know, Meta, LinkedIn, that kind of stuff, sees that as meaningful engagement, which they want to keep people on their networks, they want people commenting on posts and finding things relevant. And if you look at the analytics in the back end, even Even posts that… don't get all favorable responses. If you're making thoughtful comments back.

… that gets an engagement boost, and Meta interprets that as… You know, meaningful engagement, people finding value in the post, and they're more likely to refer it, so… We did get a question from Brooke. Brooke asked, how can we post video on our Sync website? So there are options, I know, for custom landing pages. To post it, there's also, I believe, some…

site templates that accommodate a video on the homepage. But then, you know, you also want to think about things like load time, you know, load time… a slow load time, for instance, can… penalize your site, both in terms of the search engines and just in human behavior, you know, of people, loading it. So, I think that's always a concern. You know, the sync sites are built specifically to generate traffic.

into leads. So, you know, I think that's a conversation worth having with your account manager, if you're interested. What we're specifically referring to is posting videos on… Social media. So, now feels like a good time. If you haven't followed us yet, go ahead, smash that subscribe button. The best way to support the work we do is by you liking this video. Those all work sometimes, but it's at Syncro.

That you want to talk about, or look up a few records and come out with 6, 7, 8 videos, you know, and that could be your whole months of content, so maybe it's… You know, maybe it's taking a little bit of time, you know, not a full day, not a half day, I don't think. to film different things. And you can also, you know, you can capitalize on trends. I mean, a lot of people are posting trending stuff to their personal TikTok already. There are things that make sense from a business perspective.

But you want to mix in… That helpful content, and then… going back to your specific AI reference, the AI overview, you know, if you want to rank for North Springs… when you do a video, talk about North Springs. When you have a, when you do a title for the video on LinkedIn or YouTube, include North Springs, you know, in the caption or the description, include North Springs, because that's the kind of stuff that, … That the search engines are looking at, and that makes it more likely for you

to be included in the AI, and to be found. … If somebody searches for that neighborhood, so….

it's worth committing to 3 or 4 times, and ramping up to that a little bit. So, posting probably a couple times a week, start getting a little bit of results, and you can decide, do I want to continue to build on that? Is it worth… committing a little bit higher level, that kind of thing. But definitely, like, posting 3 times a year is not going to get you very far. I mean, I think we all know that, right?

there you go. That's how it works. And so, if you do lots of videos saying that you're an expert on a certain neighborhood. Google will… will take notice. So, it's… it's not rocket science, but you gotta do it over and over and over again, repetition. So, similar to how we're repeating the same concept over and over again right here. So… I was thinking maybe we could move on, because we have Eric. It's not often you can get an Eric Robinson.

Alright, that's it. Now you can go, Dan. Thank you.

there's so much pressure on Eric doing what he does. But, you know, he doesn't say… but anyway, actually, it is a really hard job, and, you know, dealing with volume and doing it, like. Like, the time constraints, like, he'll be, …

like, told to, like, launch something in, like, an hour or something like that. So, Eric, could you just talk a little about… kind of like the area suggestion, because that's, I guess, just in general, you know, people throw out, like, 20 different… a list of 20 different areas, or geos, or schools, or whatever it is, and how do you determine … you know, which ones you choose, and, how do you do it, and why do you do it? What are your, what are your thoughts on that topic?

meeting expectations, and we're trying to attract leads from areas that each of you actually want to work. It doesn't do you any good if you're getting leads that are two and a half hours away. So what I specifically look for is… implementation will kind of take the broad strokes, they generally…

want to see a… every market's a little different, right? So, what suits people on average may not work in some specific scenarios, but generally, we try to ask for maybe 10 to 15 markets, it's, usually a best practice to have some variety in a new campaign, but we're all about trying to find that, that kind of happy medium of, like.

having those hyper-local targets, like Dan's talking about, is really great when you can attract those kinds of leads. The search volume is kind of… The dynamic where we kind of have to balance, like, decent search volume versus, like, Great lead quality. So, you know, say somebody's working in, like, Houston.

well, we can create ad groups for, like, Houston homes for sale, but generally speaking, that lead is going to be very high in the funnel, very early in their home buying process. They don't, you know, maybe they're relocating, or maybe they're moving across the state or something. So there's tons of search volume there.

And that's not to say a search for, like, homes for sale in Houston won't generate a good lead, it's just some… some less serious buyers will also come in just through the nature of search. So typically, what I'm looking for is a good balance of, like. Getting search volume from areas that have a decent volume of listings on average, …

we have seen a proportional relationship between the number of listings and overall conversion rate for each of those areas. So the more variety there is, our kind of line of thinking is, people have more choice, so they're more likely to stick around and engage with the site to narrow down what they're looking for. If we're directing people to a landing page for, like, a really specific neighborhood, or, like, a street name or something, and there's, like, 3 listings on it, it's…

really unlikely to get leads out of that specific a market. It's not that it will never happen, but you can't really pin your entire campaign's performance on really specific areas like that.

So my job is to kind of, amongst other things, tease out, like, which of the areas that are on that initial list are going to be viable. Again, implementation does a good job of kind of, like, giving the broad strokes of our best practices, so that when they get to me, You know, it can be straightforward, but sometimes, you know, it does merit a follow-up conversation for myself, or occasionally a regional rep might reach out, you know, if we have

a lot of really specific areas, and nothing really broader, because our… my sort of line of thinking is, you don't want to be, you know, kind of sitting on your hands as you paid for this platform, waiting for that one perfect lead, and just ignoring all the other stuff. … it's… you know, part and parcel to this kind of search is there is more work in kind of, like, looking through the leads that we're generating, finding the good stuff, nurturing them into sales, …

it's not going to be 100% home runs all the time, but I want to try to make sure that we're striking that balance between leads that know an area well enough to search for neighborhoods, subdivisions, school districts, whatever it is, and getting enough volume so that you're not, like. going a week without a lead showing up. … But yeah, that's… that's kind of how we get things started.

Of that ad. And why that's important, as Eric mentioned it, is the number of homes on the landing page has a very, very, very direct relationship with the conversion rate. Conversion rate being the, kind of the chance that the person who clicks on the ad is gonna become a lead.

And why that's important is the conversion rate is one of the two factors in, what… how many leads you get. So, if the conversion rate is low, you're gonna get very few leads. And, we've… over… over time, like, we have a lot… one of the great things about Sync is that we have access to a whole bunch of data, and so we've downloaded, like, all the landing pages that we figure out, like, how many homes are on each landing page, and then we do all this research to see

what is the direct… what is the correlation between the number of houses on the landing page and the conversion rate? And it is… it is a stark, very close relationship. Like, if it's less than 10, your conversion rate's gonna be much, much, much, much lower. And that's just the way it is. And, I think part of it has to do with the fact that we have 12 homes on our first landing page, so… On our, on our homepage, or on the PDQ page is what we call it. …

So that, you can see, like, oh, I wanna get a, I wanna get by a house in this little, neighborhood. Okay, I've seen them all. I'm not interested, I'm gonna move. I'm, I'm leaving. So, that's pretty much it. So, Eric has to decide… like, okay, this person really likes this neighborhood, but they're not gonna get any leads from it. So there's kind of that delicate… balance. So, if you just pick You're not gonna get any leagues, or very few leaks.

Our whole goal is that that cost per sale is much, much, much lower than that, even though the leads may take a little bit more time to nurture, but once that pipeline is mature. you have an asset, you know, you have your database that's converting leads and something that, you know, can be passed on, versus just buying from a vendor, I think, which is a very different… Very different thing, so… Sorry, Dan, did I cut in? Did you have more for Eric, or should I get to some questions that we had?

like, anecdotal little things that I have to know when I'm launching stuff. Again, talking about the neighborhoods in Los Angeles that really don't convert into meaningful leads and stuff, knowing how to target, the right areas. And, you know, I…

I'll admit, I can't know everything about every single market all the time. Sometimes we do have to have a little follow-up dialogue to make sure that we're… we're getting the right area, but to Dan's point, yeah, so… One of the things that makes… Sync unique is, … you know, other lead generation services might be entirely dependent on the MLS mapping that the IDX feed gives them, and that's the only way that they can filter things.

We have a lot of different methodologies that we can use to target specific areas, so that's one of the things I look at in the launch process. Dan's talking about listing counts show up for the different areas. If I feel like something seems really low, but it's on somebody's

you know, requested areas, and for the most part, everybody kind of knows where they can sell homes effectively, and where they've had business before, so it may merit some further investigation to make sure that, like, okay, if I'm relying on, like, a subdivision field and an IDX and nothing's showing up, it could be that

Well, maybe most listing agents aren't identifying that area with subdivision. Maybe they're using the school district, or maybe there's some other field, like a main area or something. All the MLSs are kind of different with how they handle the information. But another way that I can kind of… do a bit of a sanity check is running just broad keyword searches through the MLS for wherever that neighborhood name shows up. You know, that might give me a better idea of…

where this area is, but again, maybe it doesn't capture everything. Maybe there's 7 listings out of 50 that are in an area that only have that neighborhood listed in the description for those 7, and we're missing the others. So what we can do in that case, this also gets kind of more nitty-gritty, but we also have, …

a way to actually, like, do a polygon map of a certain area. Like, certain neighborhoods and areas within, like, Los Angeles, one I was working on just last week, was like that, where…

some of the listings might say something like Studio City, California. Well, Studio City isn't, like, necessarily the catch-all way that all those listings are mapped in Los Angeles. Some people have them in the description, some people have them in the subdivision. But one thing that we do have the ability to do in those cases is we can actually just… Draw a map around where the physical boundaries of the neighborhood are to make sure that we're…

targeting the right listings in the right area. And, you know, similarly, we may have to use that kind of methodology for… neighborhoods that have really commonly used names, like, you know, Riverside, or Oak Ridge, or something like that, where in a specific you know, larger metropolitan area, there may be multiple neighborhoods that use that kind of naming convention. And it may be that, like, you're operating in one particular part of this market, and you know…

that's just kind of part of the… your local knowledge. You only know of the one Riverside, you're not thinking about the others. So that's… that's one of those things where I have to kind of, like, get dialed in and figure out, alright, which of these areas are they talking about? And I can do…

other kind of filtering, like, oh, it's in these two zip codes with this keyword, that gives us the neighborhood that they're after. So, that is kind of a more in-depth approach that we sometimes have to use in the launch process if… We have specific neighborhoods that aren't clearly defined in the feed, but we want to make sure that we're…

You know, when we're driving traffic to the page based on the areas that you're targeting and the searches that we're trying to go after, we're showing them the most relevant results.

the AI doesn't know what it's doing, you know, you're 6 months in the hole. So I think it's… That's a really cool example to me of the difference that you get from a company like Sync, who has Who actually invests in the people who are running the campaign. In a manner more so than streamlining their jobs away with AI.

But, it only goes to a certain… a certain level, in which case, like, what Eric's talking about, this is a real… this is a lot of work. Like, what he's doing, it's like… and it's so easy to just say. that's good enough. It's good enough. It's fine. It's fine. I, you know, I know there's around 60 homes for sale in such and such a neighborhood, or… Plan community, plan communities can be, tricky, in the, like, the Southwest. So…

Like, I know there's, like, 60 houses, there's 20 here, that's… that's fine. It's fine. It's… otherwise, I'm gonna have to go and figure out what the zip codes are, and, like, doing the little thing, like, what he's saying, it's complex, it takes lots and lots of time.

But… what we just said before about the conversion rates, well, you're gonna get twice as many leads in the area which is your favorite area, so… you know, it's worth the extra step, and… but… It's… because the other stuff has been automated, you're able to, like, the things that you can… It is impossible to automate, we're able to dedicate the time to do that.

So I thought there were two interesting parts of that question. The first is market saturation in general, and then the client-specific question was, would Dallas be the most saturated? So, you know, when you talk about saturation, is it… You've got a lot of different neighborhoods running within Dallas.

and then Dallas itself, is that… like, I guess just talk about that, and how you guys… determine that, because I think, you know, market saturation is… It's real, but in online advertising, it's more… become more of a myth as… Meta's bought threads, and Google has updated their search engine results pages to be able to place more ads, so….

matter which platform it's with, because the search volume in each of those markets is going to be the same. And so… whether they're… they're on, you know, Team Green, or Team Yellow, or Team Blue, whatever it is, like, you're still… that money is still entering the marketplace. Those ads are still showing up regardless of where they're coming from. And if you're a realtor that needs leads in Dallas, like.

it's… the… sitting on the bench is not the strategy, right? So… It's not something where we can have active control over, like.

what… what cost per lead are we gonna expect out of this area? If we're launching people here, are we gonna discourage people to just not enter the space at some point? Well, no. That's where all these other micro-targeting strategies come into place. And that's part of the conversation that we have to have with each client, because, as I said, when you're targeting a broad geo, like Dallas, there will be some good leads, there will be some not-as-good leads.

But we can't rely exclusively on really small neighborhoods, because you don't want to be missing out on the good leads you could be getting if you're going after a larger higher in the funnel area. We want to try to drive that consistency, build that market relevance, drive your CPL down over the weeks and months over time. You don't accomplish that by only going after small areas and just… Hoping that your campaign gets relevant in 6 to 12 months versus what you could achieve in 6 weeks.

So, you know, I don't really know that, like. bowing out and saying that the landscape is too competitive is really the strategy. It's, you know, you've got to get in the mix, we've got to talk about what your priorities are, you know, if we have, like, broader scope things, and we have that conversation one, two, three months down the line, and you're like, look.

the Dallas leads are really not doing it for me, like, the quality's not there. We have other strategies, in addition to… Other more specific neighborhoods and subdivisions and stuff, we can go after, niche property terms. … within a larger geo, which also help demonstrate more of that intent over time. If somebody's looking for, you know, a gated home in Dallas, or a home with a pool, or, like, a luxury condo or something, like, that's…

somebody who's more in touch with what they want. Again, the search volume is not going to be nearly as high as a broad search, like homes for sale in Dallas. But the lead quality is gonna help make up for that, and so that blended approach is going to kind of help you establish a healthier campaign that's gonna help you avoid just exclusively competing on the most expensive keywords and placement times and things that

that higher level of saturation starts getting us to worry about in terms of campaign performance. That kind of balanced approach is what keeps… you competitive when you're getting lead generation through Sync.

keyword things. But, but yeah, exactly. So, yeah, what Eric's saying is, like, if they don't go with us, they're gonna go with someone else, which is gonna make it more crowded. There's no sort of, like, first mover advantage, like, oh, wow, there's already a whole bunch of people in this market.

My time has passed, shoot, I wish I would have done it 4 years ago… 4 or 4 years ago, whatever. As they say with planting a tree, the best time to plant a tree was 10 years ago. The second best time is today. So, ….

You know, is those longer-tail searches that other… other agents in the area don't have, because, you know….

It might be, like, Lanier, but it might be Bughead. They're probably one and two, so… Which are not a lamb.

You know, and that's specifically on search. We actually see a lot of times the opposite on social, and, you know, one of the strategies for bringing social cost per lead down is what we call refreshing an ad set, or basically duplicating it. And restarting it, which resets all the audience feedback and that kind of stuff. …

And that's another reason that diversifying funds… diversifying ad spend makes sense, to keep good lead flow. But, you know, what is the, … what is that ramp-up period? You know, how… how… is there an average length of time? And… and why is it… why is it happening? And what should someone that just launches maybe expect?

We're creating a new account and campaign, ad groups and ads, keyword lists, everything, based off of our best practices, but they're all unique to each client. So every…

every campaign is basically starting fresh on Google. You are a new entity to them, and so everybody kind of starts at this baseline level of, like, basic relevance, and that's kind of the period when your costs are going to be the highest for advertising, because… Google's… Entire search model is based on promoting the content that's most relevant for the searches that are happening on their search engine.

And so to promote that, to maintain that integrity, to keep them as, like, the premier search engine used on the market, they have to make sure that they're driving the most relevant content. And so when you're starting a new ad campaign. That relevance hasn't been established.

So, Google is having to take a chance on your content to figure out, okay, is this relevant to the search terms that are being used? And they determine that through several different ways. The algorithms have changed over the years, but the three basic guiding principles are how relevant is the ad text that you're using to the search terms that are being targeted? …

how much time are people spending on the site when they get there, and how often are the ads actually getting clicked on versus when they're not? So… Google looks at all that, and that… that does kind of play into what we were talking about before with, like.

people being able to comparison shop when they get on your site, and so more listings tends to generate higher conversion rates. So, if someone lands on a page and there's 300 plus listings available, Google is monitoring how much time you're spending on the site, interacting, clicking on properties, things like that. That helps kind of promote that relevance score. Back in the day, it used to kind of be called Quality Score. That's…

kind of a dubious metric now, they've kind of moved away from that. The point is, what they're looking at is the same kind of criteria to determine that relevance. And so, over time. Google aggregates the relevance based on each of those sessions that people are engaging with the content that you've directed them to with your ads, and if they're determining, like, oh, hey, this content is relevant for the search, homes for sale in Dallas.

then your ads are gonna show up more often, because Google wants to promote that content that they feel is being more relevant to their user base. So as that time progresses, the amount of money we have to spend from your marketing budget on each click on those ads goes down, because they want to incentivize that higher quality content. If, you know.

I'm running a real estate page, and I'm bidding for terms like, hammers for sale, well, you're gonna get absolutely crushed by, like, Lowe's and Home Depot, because that actually matters. Like, they don't want to have random stuff showing up for searches that are unrelated. … And in a similar vein, we try to improve lead quality by using really comprehensive negative keyword lists to filter out things that are less relevant to clients like you all.

To make sure that we're avoiding, kind of, those lower quality searches, or things that are adjacent to real estate, but don't really matter for buying and selling a home, that kind of stuff. … But all of that gets pulled together. to determine, like, how to best improve your relevance over time. And so, in that first month.

you know, you may look at a marketing report and your CPL is super high, and you're like, oh my god, what have I done? Like, this is… this is way higher than I expected, and it's… that's very normal, because as I said, all of these accounts are brand new to Google, and so they're kind of having to…

you know, they're financially incentivized to give you that opportunity to show up, but they want to make sure that they're… they're making their money in the process. So… Generally speaking, with average budgets in a typical market, you know, that ramp-up period can take Four to six weeks, sometimes it's longer, sometimes it's shorter. There's no real hard and fast number that applies to everybody. It's really a function of search volume and how much budget we're moving through in a month.

There's no, like, specific ratio that's like, oh, if you're spending this, and you're getting this number of clicks per month, this is how long your ramp-up period will be. That's… that's really not how it works. At the end of the day, these are human beings conducting these searches. Every day, the volume's gonna be different, every searcher is gonna be different, their intent is gonna be different.

So, we just kind of give people these basic guidelines. That said, if your CPL is really high in the first month, and in the second month, it's just as high. that's probably indicative of a problem. Our team tries to look at stuff like that, stay ahead of it. We have lots of robust reporting that lets us know when things are not where they should be, and that's… but that's… that's a process that every new client, every new campaign, every new platform has to go through. Typically.

… cost per lead is for, for a, for a market. So, … It's usually… a lot less than 90 days, and as Eric said, you know, if it's not going down, … like, we have to, like, kind of take proactive measures, and I have a whole bunch of accounts that I'm looking at right now, which, launched a month and a half ago with frustratingly high cost per lead, so I'm… Adding a whole bunch of ad groups and niches and stuff like that, and those are the kind of things.

30%, mostly because that cost per click is coming down so drastically, but also because we're doing those optimizations, like Dan was just saying, adding in new areas, those niches, you know, things that improve the conversion rate, so it drives down that cost, and then from month 2 to month 3, for it to drop another 20% to 30%. And that's why Dan's saying, like, it can be twice as expensive in month one

than what we would see in month 3 or 4. Obviously, at some point, it's gonna balance out, and we're gonna get… where we're going, right? It's not just gonna keep dropping 30% indefinitely. Man, I wish, yeah.

for those search terms. So, having… having that balanced approach really helps shorten that, and having… You know, increased budget to be able to put in to create more opportunities for those ads to show up are the more direct ways of shortening that ramp-up period.

campaign, or let's create ad groups in Fort Worth. Those new areas now have a ramp-up period as well. So don't think you can just, like, add a new major market And it's gonna do as well as the areas that have been in the campaign for 3 years, building that, that history, that relevance.

… I don't know if they've crossed 3 million just yet, but it's on over 2 million websites that are connected through the Google Display Network. So… lots of different sites, like. you know, news sites, recipe blogs, sports pages, all manner of content out there on the internet. I'm sure you've seen display ads out there, you know, if you engage with, like, an e-commerce site, you know, looking at a…

pair of shoes on Zappos, or, you know, some new tool you need to work on a project around the house, and you start seeing the product showing up in different places on different websites, as well as Facebook and Instagram. That's basically, you've been… Targeted by a remarketing pixel, and you're being served those, through the display networks on each of those ad providers, so we… Offer that ability for people to kind of improve their brand awareness, send clients to

People who have visited your site, whether or not they've registered as leads, and we can also, if you opt in. You can target a sphere of influence, so we can take, like, a… basically an export of the leads in your sync database, trim it down to the essential information that each of those ad networks needs. They encrypt it, upload it, give us a display audience to serve to, and then we have, integrations that update that if you have

you know, organic sources, or third-party lead gen sources, people that are visiting your site that aren't coming through one of our ad networks. You'll be able to stay kind of top of mind with display ads. Through those channels as well. Right now, the offer that we're… we've emailed everybody out is, you get your first 2 free months, 2 months for free, and additionally, we design, ads for you in-house. You know, my team kind of works on, providing a lot of different design services.

we can follow basic templates and get assets from you, headshots, logos, things like that, and build a suite of ads so that you're eligible to show up on the greatest number of placements that are possible on Google, Facebook, and Instagram. But if you register before the end of the month at that link and use the code ONBRAND, you'll be eligible to get

your first two months of that service for free. Once we get your information, and we build your ad set, we'll provide you with a link to preview them, you can let us know if we need to make any changes or updates, or anything like that, and … once we get the go-ahead from you, you'll start your… Start your display campaign and start staying in front of your leads.

ad spend, because, like, all those leads, you've just generated, you know, 800 leads this month. These 800 people are gonna see your face all over the internet. And so it's like, oh, who's this… who's this weirdo calling me up? Oh, it's this guy that I'm seeing all over the internet. He must be… he must be a pretty great guy. So, I'm gonna pick up the phone. So, there's just the economies of scale, like, if you, …

If you have a lot of leads, if you have a lot of leads, if you have a lot… and this sphere of influence thing that Eric, is talking about, it's really cool. So if you… if you're moving to a new… a new brokerage, you can upload the, the sphere and tell people, like, hey, I, or not tell them, but they'll, they'll see your new, your new place in the, in the ads. Because the sphere of influence.

And this is just one example, I didn't wanna… I don't wanna bore you guys with every single little… little one that we have, but….

lead generation that you're engaged in, so people that have higher budgets tend to have larger audiences, and they tend to get more impressions per month. It's a flat fee, $200 a month. Like I said, with the code, you get those first two months for free. Decide if you like it and want to keep going. Just reach out to us if you don't.

You won't hurt my feelings, but we just want to put that out there. But yeah, so that's… that's across both the Google Display Network, and as I said, if you have a page on Facebook that we can connect to, we'll have you show up there as well.

avoiding, like, ad fatigue. Like, when you say 24,000, it's not because you showed 10 people the ad 5,000 times, right? I know you put a cap on, or whatever, we can put a cap, to make sure that people aren't seeing the ad 100 times a day, because it can have a very adverse effect, right?

the campaigns do the best that they can to make sure that you're not, oversaturating somebody and creating, like, a frustration factor. There's definitely a… A sweet spot of… Showing up enough that they remember who you are, but not so much that you're, you know, getting… Negative feedback.

Google and Facebook are wise to that, so they want to make sure that advertisers like us continue to engage with services without frustrating people, so they try to strike that balance for us. But yes, if you do get any kind of feedback like that, there are ways for us to tone that down if we need to.

And, you know, whether you know it or not, Eric has probably worked on your campaign at some point. So, ….