REI Toolbox

The BIG Facebook Ads Change For Real Estate Investors: What You Need to Pivot Oct 2022

by | Oct 10, 2022

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Join Shawn and Roger as they discuss this new Facebook Ad update. The removal of custom ad audiences and what it means for the real estate industry? Could it be good or bad? We break it all down in this episode.


Facebook Ad Podcast

Shawn Tiberio: [00:00:00] What’s up everybody? Welcome to the Web Buzz Podcast, the podcast with a really unique name, but a really clear mission. Talk about all the buzz happening on the web. I’m your host, Sean Tiber, and I’m joined as always by my co-host and the man, the myth, the legend himself, Mr. Google Nader, Roger Valdez.

What’s going on my man?

Roger Valdez: Going Good man. Going good. Just, uh, another day, seasons are changing, so I’m starting to wear my sweater. The hoodies kind of pop out now. I wish to say

Shawn Tiberio: the same. I wish I could say the same. I think we’re gonna be in the nineties again. Oh, geez.

Roger Valdez: No. Yeah, we’ve been getting a lot of rain, so, And it’s being, uh, nice and cool.

It’s, it’s a nice change.

Shawn Tiberio: Makes you miss the island.

Roger Valdez: I always miss the islands, man. You know that.

Shawn Tiberio: Awesome, awesome. Well, we’ve got a amazing episode in store here today. We got something really big. I [00:01:00] know a couple weeks ago we talked a little bit about the major update, big algorithm update that Google was going through. Guess what folks? Facebook. It’s got its own trick up its sleeve. Uh, I’ve heard some people call it the, uh, the Zuck Slap.

So suck, slap, uh, where, you know, zucks given the old slap on some hands, uh, to some folks. But, uh, we’re gonna be breaking it down today. What’s going on? What’s this big change with, with Facebook? How’s it gonna impact? It really does have a, a strong impact in the real estate space. When it comes to advertising and marketing and looking for those motivated sellers on the Facebook platform, where we know that is a place that they like to hang out based on demographics.

So with that being said, we’re gonna dive right into today’s show.[00:02:00]

All right. When it gets started, I wanna, I wanna get your, your take first on why, right? Why do you think between Google now we’re seeing it on Facebook and I bet we’re gonna see it across some other places. Why do you think there’s such a push for some of these massive. Changes, updates, whatever you wanna use the word of, right?

Yeah. But what, what’s your take? Why do you feel like these platforms are, are making these change? Yeah,

Roger Valdez: absolutely. It comes down to just improvement of, uh, the information that they’re delivering to their client, their business as well. So that’s one of the things that we have to first understand. We always look at it as, you know, Facebook and Google, and they’re the platforms where we go to market, but we, we, um, we forget that they’re a business as well.

And, uh, think about it. Let’s just use Google as an example. Um, if you did a search and, uh, Best Mexican restaurant in a [00:03:00] certain location and you were getting back really bad results, really bad, Um, recommendations from Google. You’d probably go to being, or Yahoo, right to, you’ll keep searching for the right platform or resource that would give you the best information.

So these major updates that we’re seeing, even though it stirs up. A little bit of, uh, the marketing world, right? Um, because it does change our strategies, it just make us aware of how we, we approach things. At the end of the day, all they’re doing is trying to improve, uh, the information that they’re providing their users.
Okay. So that’s, that’s kind of to the core,

Shawn Tiberio: a hundred percent agree. And, um, I’d echo, I’d echo the, the user experience piece, right? When, when I’m looking at social media, obviously Google’s a big behemoth and I, there really isn’t anybody that truly competes. Yeah, there’s Yahoo. Yeah, there’s Bing. But I bet if we actually pull data, the percentage of user on Google verse.[00:04:00]

Bing or Yahoo. Major, major difference, right? But in the social, uh, world, I think the platforms are a little tighter knit out. You know, get rid of maybe LinkedIn, LinkedIn’s kind of, it’s, it’s got its own unique demographic in my opinion over there. But when we look at, you know, Facebook, Instagram, Twitter, um, Probably pretty competitive as far as the number of active profiles, the amount of time somebody spends on those platforms, you know, in a, in a given time period, day, week, month, year, whatever we wanna look at it from, and that’s why I think that some of these changes are really impacting is because of that, that user experience.

We spend a lot of time on social media and if it’s not a good experience, We’re gonna stop. We’re gonna go somewhere else, and the platform doesn’t wanna see that. So the big change that’s really come down it. Impacts what they call their special ad audience. And I’m gonna break that down here in a second, what that really means.

But I wanna [00:05:00] back up here for a second. And this really is coming not just because Facebook said, Hey, I wanna make this change. It’s an agreement. That actually got put in place. It’s been discussed for a little while. Roger and I were talking about before the show. I actually got an email from Facebook around this topic a couple weeks back.

But, um, it Hud right, Hud who kind of manages the, the housing, um, they felt like Facebook’s data, it was being used in a, in an inappropriate way. And I don’t even wanna use the word inappropriate. It was just being used. In a way that they didn’t feel was, was a good experience for the, the consumers out there.

People looking to buy homes, people to sell homes in this particular case, right? And this is, this change isn’t just on the real estate side, it’s just HUD got involved on this. Then there’s also some stuff going on from employment and also from credit, uh, on there. But our show here, we focus heavily on the real estate space.
So I’m gonna keep it, um, [00:06:00] right around there. Cut me off whenever you want to, Roger. Cause I got a, I got a notepad. Full .

Roger Valdez: Yeah, no, I, I know you had some stuff there that, that we wanted to go through. That’s very important. So, uh, at the end of the day, if, if you’re running, doing any type of marketing on, on Facebook, you definitely wanna listen to this and make sure that you, you take notes and you take action at the end of this podcast, you wanna kind of take those notes and definitely we’re gonna give some things that you’re gonna.

To do, to protect yourself from, uh, potentially run, getting into some kind of restriction with Facebook. So this is actually some pretty, pretty important stuff.

Um, but just going back one step back, Sean, just to kind of really dial in, um, that, that information or that data that’s being used on these platforms with what you said about.

Facebook and, and, and talking with or having conversation with HUD and coming up with an agreement. And in, in any industry, in any platform, when you have too much power, it, it, it, it starts, you know, they start kind of looking at things like, Hey, that’s [00:07:00] way too targeted, Right? That’s way too target. We see that in politics all the time.

So this is just one of those things that there was way too much information for, for us , the general public to target. That type of audience. And that’s not how Facebook or HUD looked at how that data should be used, and that’s why they’re making these changes.

Shawn Tiberio: Absolutely. Uh, so what do I mean by special ad audience?

This actually caught me off guard a while back when they, when they changed, uh, and I, I forget I was doing a boosted post or run in a, and that I should emphasize that this affects boosted posts and paid advertise any time that we’re putting any money behind something to increase its reach. Um, They changed this a while back and really all the special ad audiences is, if you remember, Facebook back in the day had what they called the lookalike audience.

You could create audiences. You could create kind of the, the avatar, so to say, based on the people on the [00:08:00] platform that Facebook. Said, looks very similar to this audience over here. So if I, if I put a bunch of parameters in there, you know, 18 to 25 year old males that, uh, live in, you know, Ohio, Pennsylvania, and West Virginia, so to say, I could then back previous to all of this, I could tell Facebook, Hey, and anybody that looks like this, that fits this, , that’s what they mean by the special ad audience.

And this changed when they went to the special ad categories. Going back to what you just said in politics, politics kind of squeezed to some of this initially. Yep.

Cause there was way too much power in the targeting effect there, which brought these special ad categories. Real estate. We have to kind of fall suit into that as well.

So that we’re not, um, discriminating and when they did that, they spun out this, this new ad audience where it’s, you know, special ad audience. But at the end of the day, it’s, it really is just very similar to that lookalike, uh, audience in the, [00:09:00] in the past. And the, the other impact that this is having. You guys know, we like to, to bring all the, the juice to the surface on some of these quote unquote outdated guru teachings.

They used to say, Hey, go get this, this list from wherever, right? Maybe it’s download your LinkedIn contact list, go buy a list of of information. If you have email addresses on somebody, load that into to Facebook and it can kind of match and find their profiles and all that. Well, that’s gonna. No go going forward.


Roger Valdez: There are some, there are some influencers out there that their entire business models revolves around this. Correct. This is the absolute like big money maker course. Right. Which is going to, it’s now going out the window. So this is what kind of makes a big difference and why we’re jumping on right away to make sure that we kind of get that information in your hands and you start making adjustments.

Shawn Tiberio: Absolutely. Um, [00:10:00] okay. I wanna go into, let’s go into the, the, the highlights or the, the main things to watch out for first. And then I wanna shift, because I don’t want this to sound like it’s all bad, you know, Doomsday, Oh shit, here comes, you know, the Facebook crush and, you know, we joke about it. If Facebook went away tomorrow, it, advertising on Facebook is not going away.

Just there’s some positives actually that are gonna come from this. But as Roger alluded to earlier, There’s some key things to pay attention to. And if you don’t watch out, buy these dates, you’re, you’re gonna be like, some of the times we get these emails from our clients, you know, Facebook did this or did that and I can’t get in touch with Facebook and good luck cuz even we don’t know how to easily, uh, get in touch with them.

But, uh, if you guys are listening to this or watching this live replay, whatever the case, October 12th. 2022. October 12th, 2022. That’s coming up around the [00:11:00] corner. Today’s the sixth. We’re talking six days from today. That is an important date. And here’s why. If you don’t make changes, if you don’t get rid of any special ad audiences that you already have, change the the audience of any boosted posts, paid ads that you’re running on the Facebook platform, and this goes over on Instagram as well.

If you don’t make that change by October 12th, Facebook is going to immediately pause those ads, those posts, anything going against these special. audiences, they’re gonna pause it and you could, They haven’t put anything out to say this is for sure, but I can assume that you’re gonna get the Zuck slap at that point.
Your account’s gonna get some bad standings and good luck, because now you’re gonna have to do the, the legwork to get in touch with them, you know, apologize and try to [00:12:00] get Facebook to give you a good standing back. So yeah, you,

Roger Valdez: Yeah. Some of the stuff that you have to do, Sean, because we, Sean just mentioned October 12th, right?

So don’t, don’t wait for October 12th. I would put it on my calendar if you’re, if you’re dragging your feet or you wanna make sure that you get alerted, um, on, on your side, right. Put it for October 11th. So you better make all those changes by October left. That way you’re prepped for October 12th. But that’s, that’s one recommendation that I would do, is like, whatever you’re gonna do, either, you know, if you’re gonna make some changes or pause, I’m sure, uh, Sean, we’re gonna go into that right now, but you need to make those changes by probably the 11th would be the latest.


Shawn Tiberio: If you can’t make the change by then, I would encourage you just at least pause them cuz the penalty’s gonna come if you’re still trying to run ’em. Now, one thing that Facebook’s already doing, you can’t create any new special ad audiences. I even tried earlier today, before this show. I jumped in and just tried something just to see if, and it [00:13:00] won’t, it won’t allow new, but if you have existing ones and they’re running, it’s gonna allow it to run and they’re giving you until the 12th.

To make a change to that audience, make a change to some of those, the, the, the back end settings to become more in compliant now. And if you can’t make it by then minimum, at least pause the ad so it’s not trying to run anymore so that you don’t get yourself, um, in trouble. Anything else on that? Nope.

We’re good. Okay. So why is this important? Why is this, in my opinion, Important for you guys to be considering? Where I see the biggest impact, putting my marketing hat on, if I could go to my board back here and, and draw, I draw this big funnel and we have three distinct levels of the funnel. We talk a lot about top end funnel.

That’s a lot of the stuff that Roger gets deep into the [00:14:00] seo, some of the, the, what I call the awareness phase, right? The, the initial discovery that’s all top of funnel, easy. Kind of, um, lead magnets that kind of stuff’s all your top of funnel. Where this lookalike audience or this special group really came in was when we got people into the middle and bottom parts of our funnel.

If I have customer base right, I could take that customer base and say, Hey, these are people I work with. There’s a trend. There’s demographics that are similar.
There’s psychographics that are similar, right? There’s hobbies, there’s interests, there’s something, and I, I’m already working with these people, so I want my middle and bottom tier of my, my funnel marketing to target more of these type of people.

And this is where the biggest impact is gonna come, is in that middle piece. It’s not gonna, in my opinion, it’s not gonna impact the top end because the top end, Hey, I’m putting the big fishing net out. I’m just trying [00:15:00] to, I used to, when I spoke a lot, uh, on stage, I used to tell this story like deadliest catch.

Right? When they go out at the start of the season, they set pods all over the place in a wide area to try to find where are they actually getting some good bites. And then they go and they saturate it. Well, that, that was the same here. It’s like, okay, these people love this. Cool. Now I wanna saturate this with more people just like this.

So it’s gonna be important to really think through. Some of that middle tier and bottom tier marketing, and I’ve got some tips and I’m sure Roger’s got some stuff, um, on that. But anything that, that you have that you wanna add on this piece right here? Uh, the

Roger Valdez: only thing I I’ll look at, I’ll add here is basically what you just kind of, um, second what you just said there.

It’s, it’s a broad audience. So top of funnel, think of it, it’s that broad audience. You’re trying to capture everything and everyone that’s somehow either interested or not interested or maybe right. So there’s a, when we come from an SEO standpoint is every single type of keyword that’s associated [00:16:00] with trying to sell your house.

It could be a retail buyer as well that doesn’t associate with the real for real estate investor, right? But we capture everybody from there. We kind of warm ’em up in the middle, what we’re about to get in there. So this top of funnel stuff is, is great, but what’s really gonna get impacted to Sean’s point is that middle bottom as we start getting, which is going to really affect or not affect, but it’s really gonna impact how you market in the middle and bottom of funnel.

Shawn Tiberio: I was gonna go somewhere, but I’m gonna, I’m gonna hold that, um, here for a second. The other big thing that I’m gonna kinda add here that why I see this as important is anytime there’s major shake up like this or major changes, in my opinion, I see it as a massive opportunity and here’s why. A, a lot of people are not gonna pay attention to this.

They’re gonna overlook it. They’re not gonna think it’s anything serious, [00:17:00] and we’re gonna see a lot of people end up with that, the Zuck slap, right? So in my opinion, major change, we saw this with the Google update, the helpful content update. People got hurt, right? They initially got, got the slap, but those that paid attention to it were able to just kind of claw their way right back to the top.

Get back up in there. Everything’s all good. because competition thins out. Yep. So that would be the other thing that I’d say is really important here is competition’s about to get a little less if you actually pay attention.

Roger Valdez: Oh yeah, quite a bit to your, to your point, Sean, it’s gonna get really low cuz a lot of people aren’t gonna see this coming.

I mean, some of these emails get lost in spam and, you know, just buried on your, your regular day. Right? Um, if you’re not looking at any type of podcast or anything like this that’s talking about these topics, you’re gonna miss it. The next thing you know, you’re gonna be restricted. Basically you’re gonna [00:18:00] possibly get the, the Zuck slap as Sean’s stating there.

But, um, that definitely is gonna open up some opportunities. So every time we see this, we get excited to jump on and do a podcast on this or put some content out on some of these, um, uh, updates that are happening. Cuz all that is, every time this happens is an opportunity. Anytime there’s a up light that say anywhere again, just, I always.

To look at it in a real world situation, anytime there’s some kind of catastrophe, something happening, there’s always an opportunity, uh, to help to, to do something right, to, to do something better. And in this case, as this kind of gets shaken up to Sean’s point, there’s gonna be a lot of people that are gonna left, uh, be left questioning what happened.

Well, that’s the opportunity. You gotta come in, make your adjustments early so you can kind of win those spots

Shawn Tiberio: a hundred percent. Why do you see this as good? I’ve got some stuff here, but I want, I’m curious, your, your take here, Why do you see this as a good thing?

Roger Valdez: Yeah, so the, the good thing we [00:19:00] pa basically kind of touched on right now, there’s a number, I mean, there’s a lot of stuff and, uh, you have that list as well right there on your end.

But I’ll kind of throw in a couple things here. Um, so the number one thing is gonna, it’s gonna go ahead and, um, lower the competi. That’s just good for, for you, the marketer, , that’s not good overall, but for you, the marketer is gonna lower the competition. Right? So that’s number one. Number two that I see, it’s going to put some pressure on anybody that’s marketing on Facebook, and we’re just saying on Facebook because that’s what we’re dealing with today.

Um, just a co you know, a month ago we were dealing with Google, so we’re saying what’s happening over there, But with Facebook right now, um, it’s gonna ha it’s gonna force. To adjust our marketing, how we approach it. Because marketing at the end of the day is delivering a message, right? You gotta deliver a message, uh, at the right time, on the right, at the right place, right?

So what you’re trying to do here is you’re gonna have to run some, a lot of, some testing here, going back to the drawing board, going back to this white board behind you get my list, . [00:20:00] But, um, but yeah, that, that’s gonna kind of force us to kind of go back to our skillset. and really dial in what’s going on Facebook for a long time made it very, very simple.

I remember when these came out, uh, these look like, um, audiences and, uh, people were running these ads and, and I mean results. Great. I know as more people got involved, again, the competition, more people got involved. It got a little harder because there’s more, more competition. In this case, now they’re taking ’em away.

Now we go, gotta go back. We’re taking some steps back. But not, not really. I don’t, I don’t see it as taking a step back. Again, this is part of the good thing that I see about this. This is just gonna force us to hone in our skills to actually deliver a good message to the audience that’s looking for our service.

Shawn Tiberio: Yeah, I want to, Let’s go deeper on that right there. The more testing, Cuz that was, that’s why I was laughing. Are you looking at my notes? Cause I had number one competition going away. Number two. Testing, testing, testing is the way that I wrote it. [00:21:00] And it’s, the reason I’m, I’m saying testing is gonna be massive is because you’re gonna have to get a little bit more creative.

in the way that you get that message out because we can’t pinpoint it so easily anymore based on settings. Right? So testing goes to, in my opinion, it goes to copy image, right? The quality of that. How on point is that? How on point is the, the copy? And I wrote something down here. I actually wrote it down in the, uh, in, in my last section, things to to consider, but I’ll, I’ll pull it up right now.

I was laughing when I was reading a little bit more about this cuz copy, you used to be able to use settings, dial in the audience and then use wide open copy, like get your dwell score right, , you know, or get your home value or [00:22:00] what’s your home worth today? But if I was only placing that in front of the people that.

Kind of new, we’re the right audience. I could get away with that. This goes away. It’s really gonna make it creative again on the copy, the image side. And the ones that are gonna succeed and, and do well are the ones that are gonna be able to get creative. Right. I immediately thought of some of our clients, Jacob Marie, and they’re, they’re all about the military side.

The, they can’t just target military anymore. Right. They are very creative in what they’ve been doing to, to really dial that messaging in. So it wouldn’t matter who sees it. The messaging is gonna be the key crucial part, and that’s where the testing comes. Because messaging is so finicky, it, it’s not something you can just do one time, put it out and, and think that it works.

You really have to, I mean, sometimes as simple as changing one. [00:23:00] Correct. Could change the, the complete results. So test, test, test, uh, which is why I say this is a good thing. The other one that I wrote down was data. Data is gonna become more important than ever, which in my opinion is good. It’s what we base everything that we do with REI toolbox with our clients.

It’s all data driven. Right, Exactly. No emotion anymore on it. And then the final one that I put down, and I’ll kick it back to you cuz I know you’re gonna light up on this one. I personally. This is my prediction that this change is gonna put a larger emphasis on SEO and Google paid ads. Absolutely.

Because we can target a little bit better.

Roger Valdez: Yep. No, I, I, I have to kind of go with you on that. Um. One of the things that you just mentioned there with, uh, using one of our, our clients that actually target the military community, Right. Um, just, just to use that as an example, you can be targeting anybody, but they target the MIL military community.

[00:24:00] So this lookalike audience, um, special ads audience type category that’s going away. Made it very simple to target your, your, your ideal client, your ideal avatar, and, uh, now that it’s going away, it’s gonna, like I said before, it’s gonna force you to dial in your message. But keep in mind, guys, it might sound scary, uh, what Sean is saying, where, Hey, you gotta test, test, test, right?

You got, you gotta go out there and test. But in reality, if you do this early, you’re gonna be ahead of the game because we just mentioned it before. The competition’s gonna go. So the testing, if you do it now, is gonna be a lot easier for you to get into those positions, start winning some, some of these leads that are in there, right?

So if say everybody did it, everybody that’s doing, using this particular, uh, platform and this function, right, Facebook and, and special ads audiences, if everybody knew about it and everybody made the change at the same time, it would be really hard . But that’s not the case. And that’s why it’s so exciting because when these happen, when this [00:25:00] happens, The majority of people that are running is that are the ones that are gonna get.

Not like getting restricted, getting in trouble, getting those things. There’s gonna be a small percentage, funny enough, but there’s gonna be a small percentage that actually take action and run these tests. Those are the people that we’re gonna see win right outta the gate. So keep that in mind. Um, the other thing, Sean, that I wanna point out that you touch on is both, um, SEO and Google Ads, right?

How does this affect, uh, that part? Situation. Um, so let’s talk just Google ads real quick. We have a a, a Google Ads team on, on, you know, for our company. We do that all the time. We look at stuff. I mean, this has been a conversation as you know, a couple weeks ago, but now, as of today, it gets more and more important.

Um, but yeah, it, it, it, some people are going to get restricted. They’re no longer gonna be able to run the ads on Facebook for now until they figure it out, which means they’re gonna jump to some the next best thing, which is, That’s where I see it. It’s like, what? What do I do now? Right? So that’s where things kind of start shifting [00:26:00] around and people start looking for other ways to market and to drive leads.

Now on the SEO side, Sean hit it nail on the head big time. Why? If you’re gonna be forced to dial in your message and get very specific to use, um, copy that’s very specific to your audience, what do you think SEO is? That’s exactly what it is. Ding, ding, ding. So it’s now going towards that message, right?

That exact the, what do they call, what we call it, um, intention. The docu, you know, the document intention, your, your content intention. Um, Google looks at that a lot, uh, in regards to looking for, uh, credible. Brands credible, uh, copy, credible, uh, articles, right? This, what is the intention of, of, of the actual article?
What is it, What, what is it saying? Who is it for? Um, is this article trying to just what’s called game the system? Or is it actually trying to provide value? So that’s what I think this whole thing is pushing us to do. We are now going [00:27:00] to have to provide value. You can’t get around just clicking a special button.

Silver bullet and expecting for Google to do all your, all your work, or Facebook to do all your work. Now we gotta put in the work,

Shawn Tiberio: and the reason I’m going to double down and say that SEO and Google ads, think about who Google owns. That’s the second largest beast behind them. YouTube. Yep. YouTube is really the, there’s the organic strategy on.

SEO focused search result focused. It is a search engine, but from an ad standpoint, I can go, I, I can almost pull off this lookalike audience if I really study my avatar really well. Because I can zero in and target currently and we’ll see if that ever changes. Maybe I shouldn’t say it out loud, they’ll, they’ll hear it and change it on us, but I can at least say Oliver John , [00:28:00] Hey, I know Roger likes to watch these channels, and Roger’s my ideal audience, so I wanna put my ads on these channels, which is a way to special ad audience, right?

Really dial in on there and we kind of get that same effect that we had. In the past. Um, so that’s why I see the, the competition’s probably gonna rise more on the, the Google, YouTube kind of side of the house. Facebook. It’s not gonna go away. It’s still a viable, uh, piece. Personally, I think the retargeting, uh, campaigns on Facebook and Instagram are gonna become more and more popular.

Right. You gotta get that initial traffic coming in over on more organic or, or from a paid standpoint on other platforms such as Yahoo or, um, Google, you know, YouTube, that kind of stuff. And then retargeting over on the social side, I think that’s where we’ll we’ll see, uh, a very viable use of a Facebook, Instagram type ads, [00:29:00] uh, going forward.

But I still don’t think that the. The cold ad audience is gonna go away on Facebook. I think that if you really, really put the effort into testing, measure, test measure, try different things. Find what works. Dial in the imagery, dial in the ad copy, dial in the ad, uh, content. You’re still gonna get a a really solid, uh, result.
It’s just gonna be a lot more work. Um, on there. So before I go into some things to, to wrap us up and kind of my, my last thoughts, I, I called it things to consider. Uh, anything you wanna add?

Roger Valdez: Yeah, absolutely. So, um, I just wanna kind of plug in the, the history always repeats itself, right? And what we have to learn is learn from history.

Um, so we started this whole digital marketing, uh, era. Um, how we market our brands and our companies and how we. Clients, um, early on, right? So it’s like in, in the nineties going into 2000 now we’re, you know, 20, 22 and things have [00:30:00] dramatically changed. The platforms have changed. There’s new platforms, other ones have gone away.

But we started, you know, figuring it out. Then we figured it out. Then we got really spammy, right? We just started, we figured out how to game the systems and we got really spammy, and then we got some more tools that forced us to clean that up a little bit, right? That, but it dialed in our message a little.

Then we figured it out how to game the system, and we got spammy again, . And then now we’re going to, to a point where it’s forcing us to dial in our system. So what we’re seeing every time we’ve done this, every time the evolution has happened, um, there’s a blend. Of the different strategies is what we’ve learned.

And if you look closely, a lot of the good marketers, um, you’ll notice that, that there’s, there’s a time and a place for all these strategies and tools that have been, um, presented to us through all this different digital era, right? So you have to look at it too. Don’t look at it as just, uh, one-sided. You gotta look at everything around you and what’s available to you.

Cuz Facebook isn’t the only [00:31:00] platform and Facebook ads. The lookalike audience is not the only tool. , there’s, there’s many, many ways to run this stuff.
So, um, I wouldn’t be scared. I would be actually happy. Right. Um, I’d be excited to see what’s next. Um, Sean mentioned something about, you know, how we’re gonna be running certain types of marketing moving forward, the, like retargeting, using it with the blend of an old school, just, uh, direct mail, right?

Um, so just blending that. Super, super powerful. Was something that we started just doing with our list and direct mail. And now when you blend it, uh, with something digital and, and newer, right, with, with some kind of retargeting ad man, how powerful is that? Um, so anyway, I’ll kind of leave it at that cuz it is something that, just watch it, it’s fun to watch.

It’s awesome because now we’re, we’re just getting better and better at offering, um, basically our services and product to the right people.

Shawn Tiberio: A hundred percent. And uh, I’m gonna, I’m gonna leave you guys with a few things to consider. [00:32:00] one. I already said, actually two of these, I’ve already said number one is copy’s gonna be more important than anything.

So if you’re gonna be doing any kind of advertising, I I, I’ve been saying this for a long time anyway, copy drives everything I preaches with our clients. There’s a, there’s a process that they go through right when I, They is the, the. Prospect in this case, sellers, right? There’s a process that they go through from being not ready to ready and you can’t put a message in front of somebody that’s almost ready and treat ’em like they’re not ready and vice versa.

They’re not ready and you’re over here, you know, trying to, to get ’em married right outta the gate. So copy, I think, is gonna be more important than anything cuz you can’t target them based on where they’re at in that process. The second one is data. We know a lot of people that they, they quote unquote, are doing market.

They have no data behind it. They can’t tell us anything about their marketing. [00:33:00] You know, how many pieces they put out, how many different thing, how many visitors have they had, what’s their conversion rates, all this kind of stuff. Data more important than anything anymore. And the other one that I’m gonna leave you guys with here is frequency.

Frequency. Now, more than ever, I think. The, the frequent changes of your message, of your ads, of your, your marketing material, and stop saying the same thing over and over again, every single time the exact same way. That’s really gonna be a, a major impact. Cause to what you just said, Roger, somebody’s gonna get creative, they’re gonna think they found a loophole, or they’re gonna, they’re gonna try to figure something out and they’re just gonna set it and forget it.
And guess what? It’s not. It’s gonna work for a little. It’s gonna have its little spike of, of result, but then it’s gonna flatten out, it’s gonna bottom, it’s gonna gonna go completely away. So I think frequency of, of changing your, your copy, your imagery, paying attention [00:34:00] to what’s actually in that copy, and really letting the data do the driving for you.

And that’s something that we, we eat, sleep, drink over here at r e I toolbox with our clients. Data drives every decision that we make. Absolutely. Anything you wanna leave everybody with? Any final words of wisdom? Google. Yes.

Roger Valdez: The Fi this, these actual words are extremely important, I think out of what this podcast says.

Go go. Either update your ads on Facebook or pause them if you are running these

Shawn Tiberio: type of ads. Yeah. And not just paid ads. Boosted posts are another one. So if you’re running anything that you got any kind of money behind, October 12th. Don’t let that date slip by. Get it changed, get it paused. Do something by October 12th.

With that, folks, we’ll be back next week. We actually have an awesome guest coming on the show next week. Um, excited for that. It’s one of our clients that’s been around for quite some time. I always love getting her on and talking. [00:35:00] Um, she’s in a, a very unique niche, sub niche of the real estate world. Uh, but we’re gonna be breaking down what all’s been going on in her business and how her focus.

Her changing her focus, getting more into this, this evergreen style kind of, um, ideal avatar focused marketing. Verse the shotgun approach of just throwing everything out there, how it’s really impacted, uh, her. So I’m excited for that. But uh, as we say, every single week until we see you guys around on another Web Buzz podcast, here’s to your success.

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