Facebook Advertising 101

Facebook provides one of the greatest advertising opportunities today. The social network knows the demographics, interests, and social connections of more than one billion people who are active online—that’s a lot of potential clients. Read on for your guide to getting started with Facebook Advertising.

  1. Setting Up Your Facebook Ads Account

Setting up your account is relatively simple thanks to Facebook’s user-friendly interface. For a full tutorial on how to set up your account, you can visit this page. In order to set up your account, you will need to provide your billing address as well as a valid payment method.

  1. Types of Facebook Ads

Different Facebook Ad units serve different purposes. The options can be overwhelming at first, but they are broken down into three major categories: awareness, consideration, or conversion. Within those categories are several different ad units. Luckily, Facebook provides a detailed breakdown of each unit in this convenient Ads Guide.

  1. Facebook Ad Creative

Once you have reviewed the Ads Guide, you will see that Facebook Ad units have different creative and copy requirements. It’s important to adhere to the guidelines for your chosen ad unit, but there are a couple of best practices for any Facebook Ad. First, be sure to keep your copy clear and concise, yet conversational. Creative should be high-quality and free of text. If you do need to include text on your creative, make sure it takes up no more that 20% of the imagery (here is a handy tool to help you determine this).

  1. Facebook Ad Targeting

Facebook offers some of the most advanced targeting capabilities at your fingertips. This is especially beneficial for reaching potential clients right in your neighborhood! Ads can be targeted by location, language, demographics, interests, behaviors and beyond, but it’s best to start with a basic target like location. To learn more about targeting, click here.

  1. Facebook Ad Budgeting, Bidding, & Scheduling

You’re almost at the finish line. The last step in setting up your campaign is determining your budget, learning about the bidding process, and scheduling your ads. For your first campaign, determine a modest budget that you feel comfortable with—Facebook will only spend the amount you specify. Get to know all of the ins and outs of budgeting, bidding, and scheduling here.

  1. Analyzing Your Facebook Ad Performance

One of the most exciting things about running a Facebook Ad campaign is seeing the results! Once your ad is up and running, you can use Facebook Ads Manager to see how it’s performing. This guide will help you determine what is considered successful and what to avoid.

There is plenty of possibility for your personal business page or your office page when it comes to Facebook Advertising. It’s important to start slowly and take the time to learn about the process. Before you know it, you’re page (and your business) will be growing!

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#C21News: January 2017

From key expansions to exciting awards—we couldn’t ask for a better start to the new year! Read on to find out how Century 21 Real Estate started 2017 off right.

Franchise Growth

New York-based CENTURY 21 American Homes acquired Realty Executives 1st, expanding its presence in Nassau County and overall to 12 offices with more than 600 agents.

New Franchise Spotlight

To kick off the new year, we welcomed three new offices in the U.S.: CENTURY 21 Alpha Associates in Huntsville, TX; CENTURY 21 Integra Realty in Bradenton, FL; and CENTURY 21 JWC Florida Realty in Pembroke Pines, FL.

In global news, CENTURY 21 Mongolia opened a new affiliate, CENTURY 21 Nomin Realtor.

A Lake Travis, Texas-based real estate team has affiliated with Century 21 Real Estate, and is now operating as CENTURY 21 Realty Network, a Fine Homes & Estates® office. The new brokerage will continue to serve real estate needs in the Austin metropolitan area.

In the News

RisMedia’s January issue featured George Berick of CENTURY 21 Lakeside Realty in an article titled, “Having My Back Every Step of the Way,” where he shares his story and the reason why he ultimately chose to go for the gold jacket. As he says, “today’s brand is more exciting and innovative, and reflective of the consumers in our markets.” Read George’s story here.

Have you spotted our latest ads on TV? The CENTURY 21 Brand®’s new campaign reveals just how valuable it is to have an agent on your side. Enjoy the ad in this REALTORMag feature.

Millennials want human interaction and a brand they can trust. In a recent Wakefield Research study commissioned by Century 21, 92% of Millennial home buyers stated that they believe it is important for a real estate agent to get to know them personally before choosing to work with them. Learn more about this study featured in Mediapost.

Achievements

Three CENTURY 21 affiliates have been named to Inman’s “Real Estate Influencers of 2017” list. The list salutes industry professionals who shape, change and influence the industry. Our representatives all come from CENTURY 21 Redwood Realty including Director of Leads Management Billy Ekofo. Coral Gundlach and Eddie Berenbaum joined Billy in receiving this honor. Check out the full list here.

Swanepoel named five members of the CENTURY 21® System to their “Top 200 Most Powerful People in Residential Real Estate 2017.” The honorees included: Rick Davidson – President & CEO of Century 21 Real Estate LLC; Martin Charlwood – CEO, CENTURY 21 Canada; Todd Hetherington – CEO, CENTURY 21 New Millennium; Bill Kessler – Founder & CEO, CENTURY 21 Affiliated; and Robert Tomlinson, Partner & CEO, Tomlinson Group of Companies. View the full list here.

Rick Davidson and Josh Altmann discussed what the future of real estate can look like in the CENTURY 21 Brand® “Agents of the Future” event which invited hundreds of agents from the Greater Washington D.C. area to the Clarendon Ballroom in Arlington VA.

We can’t wait to see what else is to come in the year ahead! Check back next month for the latest Century 21 news briefing.

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Agent Spotlight: Q&A with Jona Gamboa of CENTURY 21 Everest Realty Group

For Century 21 Real Estate agent Jona Gamboa, work is about more than buying and selling homes—it’s about embracing his heritage. For the past three years, Jona has been nominated as one of NAHREP’s Top 250 Latino Agents. This prestigious list recognizes “agents whose hard work and dedication has led them to close an outstanding number of transactions in an effort to increase the rate of sustainable Hispanic homeownership.”

We recently sat down with Jona to learn more about what it’s like to receive such an honor and how it has contributed to his success. Read on to see what he had to say.

CENTURY 21: What did it feel like to be named one of NAHREP’s Top 250 Latino Agents in 2016?

Jona: It has been an honor to be nominated in the top 250 for the last three years. It feels great to be recognized for the work I have done throughout the years, and it has helped me to keep pushing myself to reach new heights and keep serving the community.

CENTURY 21: How has the CENTURY 21 Brand helped you reach this achievement?

Jona: The branding of Century 21 Real Estate has helped me achieve my success. The Hispanic community has a really good perception of the CENTURY 21 Brand as a leader in the Industry and as a global company since it is in Mexico and most South American countries.

CENTURY 21: The NAHREP Top 250 honors agents from many different companies, what do you think sets the CENTURY 21 Brand apart from the others?

Jona: The branding, I believe there is no other real estate company that is better perceived and trusted by the Hispanic Community.

CENTURY 21: How has this honor impacted your career over the past year?

Jona: This has impacted my career considerably, besides helping me to use it as a marketing tool, it has helped to meet great professionals from the top 250 in the industry who have helped me to grow my thinking and my vision. It has also helped me to grow personally along with my business and team.

CENTURY 21: How do you ingrain the NAHREP Mission into your day-to-day business?

Jona: We, the Gamboa team, have the fortune to empower a lot of Hispanic families through sustainable home ownership in our daily lives. It is amazing to see the difference we can make in the families that are the first or second generation of immigrants in the U.S. by helping them acquire their first home and how big of a difference we can make in their lives, and their future. I like to say that our job is to empower families through home ownership so they can build wealth and shift their mindset from surviving mode to striving mode.

CENTURY 21: What advice do you have for fellow Century 21 sales associates who would like to achieve an honor such as this one?

Jona: First, they always need to keep their job in mind: helping and empowering people through real estate. If they keep this in mind, people can feel it and as a result, they will recommend you and your business will grow. People remember you, not for what you say or what you did for them, instead they will remember you for HOW you make them feel!

Second, Invest in yourself. Get a coach, go to seminars, read books, listen to audio books—basically work harder on yourself than you do in your job. You will get paid for the value you provide to the community and marketplace. People will want to do business with you because they know you provide a great amount of value.

Third, Surround yourself with people that are succeeding at the level you want to succeed or higher.

Stay tuned for another agent spotlight coming next month!

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Most Popular Real Estate Keywords of 2016

When it comes to online marketing, there is a very powerful tool right at your fingertips: keywords! Simple words can be one of your most important and valuable assets for reaching new audiences in the digital space. Think about what words potential clients might enter into a search field and use that information to help guide your marketing plan. You can even use keywords to create relevant hashtags for social media.

To help you get started, here are some of the most popular real estate keywords of 2016.*

The Buying/Selling Process

Estate Property

Property Search

Owner

Close

Price

Years

Plan

Office

Rent

Aspects of the Home

House

Kitchen

Bedroom

Living Room

Bath

Floor

Location Consideration

Location

State

Community

Park

Area

Development

University

*Top keywords provided by Infegy. Data has been filtered to remove keywords associated with the 2016 Presidential Election.

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Agent Spotlight: Q&A with Christa Lowry of CENTURY 21 Hometown Realty

When it comes to quality and knowledge, Century 21® affiliated agents can’t be topped. In our new spotlight series, get to know Century 21 agents as they share their experiences with the CENTURY 21 System and some of their best advice for reaching the top of the real estate market.

This month, we sat down with Christa Lowry of CENTURY 21 Hometown Realty to learn more about what it’s like to be one of the top agents on California’s Central Coast. Read on for Christa’s story and the great advice she had to share.

Why CENTURY 21?

CENTURY 21: What made you want to be a real estate agent?

Christa: I always wanted to sell real estate because I am a natural sales person. I love business and the home buying and selling process always intrigued me as a buyer. I love to help people and what better way to help people than to assist them in making their real estate dreams come true?! I already had a career, but knew that someday I would transition into real estate.

CENTURY 21: Did you always want to be a real estate agent? If not, what were you doing before?

Christa: I went to college as a business student with a minor in interior design, but I also had an eye for fashion and a desire to own a salon, so after college I received my cosmetology license and had a salon for 23 years. I got my real estate license in 2009 and did both for a while until 2012 when I decided to retire from the beauty business and sell my salon, allowing me to do real estate full time.

CENTURY 21: What attracted you to Century 21 Real Estate?

Christa: I bought a house in 2003 with a Century 21 Agent as my buyer’s agent and a problem arose with a pest company. My agent’s broker, Amy Gallagher, came to my agent’s rescue and faced the problem head on. She impressed me so much that I remember that day telling myself that if I ever did become an agent I would possibly want to work with her because of how she went to bat for her agent. When I got my license, I interviewed every good real estate company on the central coast and decided on a CENTURY 21 Company, not only because I loved Amy, but also because I felt that a CENTURY 21 Company was going to give me the training and support I needed as a new agent. I knew the market was going to get better and I only had a short period of time to get educated before the market picked up and I wanted to be ready. The CENTURY 21 Company was the company to help me do that and it did!!

Client Relationships

CENTURY 21: What was it like to sell your first home?

Christa: I’ll never forget the feeling of selling my first home. I sold it to a family my son went to school with and they never thought they could afford to buy a home. I encouraged them to talk to a lender I knew and it worked out!! We found the perfect home for them in the first week and they couldn’t believe how easy it was. What a great feeling to see their dream of owning a home become a reality.

CENTURY 21: Can you describe what it felt like when you handed over your first set of keys to your client(s) on your first sale?

Christa: The morning we closed on the house I made a large basket full of things that I knew they would love (in colors I had noticed they would be decorating in) and also their favorite wine, of course. We met at the property and as I handed them the key they both started crying and their kids were all hugging them. It was an incredible moment and one I will never forget. It was at that moment that I was hooked.

CENTURY 21: Do you still feel this way when you close a sale?

Christa: All my closings have been so different. My clients are all so unique. I still do great closing gifts that are personalized, but not everybody is as emotional about receiving keys to their new home. I would say it is half and half but I still get very excited the morning I wake up and realize that it is the day I get to close another property. I still make a 100% effort to make it as special as possible for my clients.

CENTURY 21: Are you close with any of the families you’ve sold homes to?

Christa: It’s funny, but I would say that my clients are now all of my friends! A lot of the time they are the ones I talk to the most, socialize with, work out with, and meet with for wine or lunch. I get invited to their events and every year I do a client appreciation party at a winery or fun venue. Once someone closes a deal with me or refers me, they are part of the Christa Lowry Real Estate family and get an invite every year so a lot of them have gotten to know each other and look forward to seeing each other every year, which is fun. I am trying to create a community of people that all know each other and remember me when they see each other.

CENTURY 21: Have you had any clients return to you or recommend you?

Christa: I am seeing a huge change in my business in the last year with referrals. I am also starting to work with clients for the second or even third time as the years go by. It’s very exciting when they come back to me. I reward referrals. They get put into a drawing at the end of the year and I give away gifts to those who have referred me, including a weekend getaway at a 5-star resort in our area. Clients eat that up and I think I have gotten some referrals because of that and also the great service I give them and the friendships I retain along the way. Staying in contact is the best way!

Central California Real Estate

CENTURY 21: What is the market like in Central California?

Christa: The market is hot in California. If your home is priced right it will sell within a few days to 2 weeks. I have several homes I have sold in 1-2 days for over asking price this last year.

CENTURY 21: Can you describe the different types of clients you encounter in Central California?

Christa: Clients in California—if you are working in the higher end market such as myself—can be pretty demanding and high maintenance. I treat all of my clients the same whether they are buying a mobile home or a million dollar home. They all get top notch service but I have to say that the higher end can be very needy. I am lucky because I worked with a lot of clients like that in the salon business so I know how to work with those types and meet their needs. I also work with normal middle class families just trying to work hard and make a decent life for their families. I find these to be the most rewarding to be honest although I can’t deny I appreciate the commissions of the higher end market.

CENTURY 21: What’s important to your clients and what are they looking for in Central California?

Christa: Clients here in Central California are looking for a relaxed way of life. They are all trying to get away from the rat race and most people who live here love views and want to be close to outdoor activities such a hiking trails, beaches and natural beauty. They want a good value in a home, but they also know that people who live here get a lot less home for a lot more money and are willing to pay it because of our way of life here and our community and small town feel.

CENTURY 21: What are the challenges you and your clients face in your area?

Christa: One challenge we face here would be the lending process. It can be difficult. I am very blessed that through trial and error I have a team of lenders I work very well with that can make it happen for my clients. We also deal with high prices for smaller homes so sometimes it is hard for middle class families with kids to make it here. Most of the time both parents have to work and that can be hard with small children but most find it worth it because of the low crime and it’s a great place to raise a family.

CENTURY 21 Support

CENTURY 21: What are the benefits of working with Century 21 Real Estate vs. other real estate agencies?

Christa: Systems, support, awards, great brokers, local, national, and global recognition, integrity and awesome conventions with top agent retreats make this company the best!!!

CENTURY 21: How has Century 21 Real Estate helped you establish yourself?

Christa: The brand name has helped because it is a name people trust. Also, on the central coast, the CENTURY 21 Company does twice as much business as the next leading competitor so the brand is very well known and is also known for having the best trained agents in the business and agents who have integrity which is very important to me. They have included me in local commercials and they’ve had great training sessions and seminars to set me up in all aspects of my business and brand.

CENTURY 21: What are the biggest challenges you face as an agent and how has Century 21 Real Estate helped you overcome them?

Christa: I think my biggest challenge right now is a low inventory. It is so frustrating but it has encouraged me to door knock and to be creative by looking at expired listings and thinking outside the box to find the right home for my clients and also to get more listings. Brett Noel, our trainer, is always teaching us ways to work with expired listings, door knocking and really encouraging us to go out and get the business.

CENTURY 21: What is your favorite tool to use as an agent that’s provided by Century 21 Real Estate?

Christa: My favorite tool is probably Toolkit CMA™. I use it all the time. Between the property tour presentations and the marketing and Toolkit CMA presentations that look so professional, I think that is my favorite. THE GOLDEN RULER® is great too and I love CENTURY 21 Business Builder® because it is so easy to send new listings to my whole sphere of influence and also monthly newsletters to keep in touch.

CENTURY 21: You’ve received some impressive awards! How does it feel to be recognized in your field and by Century 21 Real Estate?

Christa: I am so honored and excited to have been able to reach my goals with Century 21 Real Estate and having received these awards and all this recognition has helped not only my confidence, but I use it in my business to help brand myself. I am striving to continue to reach even higher levels every year and have exceeded my financial goals every year since I went full time which is so exciting. I think that working for a company that recognizes your hard work pushes you to work harder and achieve even higher awards. I am sold out for Century 21 Real Estate. I have companies calling me almost weekly asking me to work for them who promise me that I would make so much more money and pay way less of my commission to keep for myself, but Century 21 is my family and you can’t put a price on that. I feel that Century 21 Real Estate has the systems in place to help me achieve my goals and that means the world to me. Working for a company that celebrates your achievements with you and gives you the tools and support to succeed is hard to find and Century 21 Real Estate has it ALL!

CENTURY 21: What would you say to an agent who is considering making the move to Century 21 Real Estate?

Christa: I would say to agents who work for another company to really ask themselves if the company they are working for is making them a better person and agent or if they are just taking from them and using them for the bottom dollar. Century 21 Real Estate is a family and we are all here to help each other and support each other backed up by great leaders and that there is no better place to thrive as a person and as an agent. The tools and support you get as an agent with Century 21 Real Estate are impossible to find anywhere else.

Tips & Advice

CENTURY 21: How do you stay on top of new trends and new technology in your field?

Christa: I work closely with social networks to make sure that I am staying on top of what is new and current in social media. I comb through successful agents’ profiles to see what they are doing and I also watch daily or weekly Tom Ferry posts. I love the updates that Rick Davidson does and I read all the real estate magazines that come in the mail and Google agents from San Francisco and LA to see what they are doing. I was a part of Rising Professionals Network and I can say that single handedly helped me take my business to the next level and I increased my sales that year 3x. Awesome program.

CENTURY 21: What apps do you use to help your business?

Christa: I use the CENTURY 21 app, the Open House App, Ripple app for social marketing graphics, Kings Mortgage app, SkySlope app—all social media apps like Facebook, Instagram, and Twitter.

CENTURY 21: What are the qualities that make a successful agent in your opinion?

Christa: The qualities a great agent has to possess are integrity and honesty. Looking out for your client is #1. Treating people with dignity and looking out for their best interests no matter what is key. I also think you need to be outgoing, love people, want to help others, be able to think outside the box, be self-motivated, be able to push through when things get difficult, be a great negotiator, and you have to LISTEN TO YOUR CLIENTS!!! I believe that a great agent has to learn from every mistake and be able to understand that nobody is perfect and that making mistakes is part of learning and growing. I also believe that if you want to be a great agent you have to be balanced so you don’t burn out. Being balanced with your health, your mind, and your spirit is something you need to nurture every day. Making goals, time blocking, and making family a top priority are all must haves if you want to be successful long-term.

Stay tuned for another agent spotlight coming next month!

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Do You Want to Become a Real Estate Agent? Find Out: Take CENTURY 21®’s Quick Real Estate Personality Assessment

 

A real estate agent’s main asset is their personality. If you’re a good listener and you love connecting with other people you’re probably an agent-in-waiting. The best agents are typically dependable, conscientious, and capable of sustaining new and lasting relationships. If this sounds like you, you’re in the right place.

CENTURY 21 REAL ESTATE PERSONALITY ASSESSMENT tool will help you determine your personality type by providing invaluable insights to help you move one step closer to entering the real estate business.

Are you comfortable around strangers? Do you like to take charge of a situation? If you’re nodding your head, this tool is for you. It’s a quick and easy way to gain insight into becoming a great agent. Chances are you’re already bursting with qualities you’ve never equated to selling a house.

So, are you interested in an independent business where you make your own hours? Does the idea of helping someone make their dream a reality sound exciting?

Click the link below to unlock your real estate personality. It only takes ten minutes. You’ll never forget the feeling of handing someone the keys to their new home.

CENTURY 21 REAL ESTATE PERSONALITY ASSESSMENT

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#C21News: December 2016

We’re happy to announce that 2016 was a wonderful year for the CENTURY 21® brand and we’re particularly proud of December’s achievements. December was an exciting month that leaves us incredibly optimistic for 2017. Take a look at the infographic and text below for a detailed list of what we’ve accomplished.

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Facebook Live: A Powerful Way to Reach New Clients

Are you trying to reach the largest audience possible? Now you can. Connect with more people than ever before using Facebook Live to broadcast current listings, open house information, and upcoming events to new audiences in exciting ways.

  1. Promote Facebook Live on all of your social channels before you begin streaming to ensure the largest audience possible. You can also create a Facebook event and live broadcast right from the event page.
  2. A wifi connection will make streaming easier. If you can’t get a wifi signal, leave a disclaimer on the event page so if there’s a hiccup, your audience will know it could be due to the connection.
  3. There’s a three second countdown before Facebook Live begins streaming. A slight pause is normal!
  4. Good lighting is key. Facebook automatically stabilizes video to control shaky hands, but you’ll want to be well-lit so your image is clearly visible.
  5. Tell people on-camera they’re live. You don’t want anyone saying anything they’ll later regret!
  6. Encourage comments throughout the broadcast. Ask users questions to keep the conversation rolling.
  7. Keep it interesting! Facebook Live broadcasts should last for at least five minutes. Outline your talking points before you begin. Note: A Facebook Live session cannot exceed 90 minutes.
  8. The success of the video depends on the audience. Make sure your audience feels like they are part of the experience. Again, asking questions is key.
  9. Promote your Facebook Live session when it’s over on all of your social channels. The video will automatically save to your Facebook timeline.
  10. Don’t stop! Create more videos and make them part of a larger series. This is your chance to tell a story. And if you broadcast at a set time, it will be easier for users to remember when you’re on. Think of it as your own TV show.



Reference these steps as you begin your first broadcasts and take advantage of an incredible opportunity to connect with your clients in an exciting new way.

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Get the Most Out of Social Media as a Real Estate Agent

Be a better real estate agent by learning the benefits of key social media platforms. Remember, each platform provides a different function, and each platform has its inherent pros and cons. What may succeed on one platform may not on another. Whether you’re tweeting about an open house, or posting a new listing on Facebook, this infographic will help you determine how to use your voice as effectively as possible.

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#C21News: November 2016

November has left us thankful for many successes. Take a look at the infographic and text below for a detailed list of accomplishments the CENTURY 21® Brand has enjoyed over the past month.

We have welcomed three new franchises to the CENTURY 21 System this month — they are: C21 Saltwater – Saint Augustine, FL; C21 Parker & Scroggins – Benton, AR; and C21 SPX Realty Associates & C21 SPX Realty Professionals – Denver, CO.

CMO Cara Whitley won a Stevie Award for Communications or PR Campaign of the Year for her groundbreaking idea to “Give Dad Nothing” last Father’s Day. Check out the campaign, and join us in congratulating Cara on this accomplishment.

President and CEO Rick Davidson was presented with the Thrive Award for his team’s work with Easterseal’s New Jersey. The generosity and commitment of the CENTURY 21 System to the individuals and families touched every day by the Easter Seals organization mirrors the value proposition of honesty, integrity, and the highest standards of quality service our brand professionals deliver to home buyers and sellers in local markets throughout North America. Read more about the event here.

Ellen Klein of CENTURY 21 Christel Realty lent her voice to a recent Business Journal article, The Truth About the Gender Divide in Real Estate – BizWomen. Klein on the value of female agents in residential real estate, “[In residential real estate], most of the time women make the decisions about wanting to move, what house they want to buy… Men go along for the ride,” said Ellen Klein, an agent with Century 21 Christel Realty in northern New Jersey. “Women can relate to women. The advice that women Realtors give is trusted advice.”

CENTURY 21 Redwood’s Billy Ekofo was reunited with his family after 17 years while on stage at Inman giving a talk on how to “Speak the Possible into Existence.” Read more about the heartwarming reunion.

Mark Trenka of CENTURY 21 Trenka Real Estate officially began his post as Chair of the Colorado Association of Realtors (CAR). In this role, he will serve as conduit between CAR’s 24K+ members and the Board of Directors to execute the organization’s direction and vision for the coming year.

Stay tuned to see what December has in store!

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