19th April 2021
Today I want to share with you a question that I get asked by a lot of estate agents and letting agents, relating to how to create powerful e-guides which generate regular seller, landlord, buyer, and tenant leads.
“How do we know if we’re creating really good guides?”
We follow something called the S.A.G.E acronym, it’s something powerful that was shown to me some time ago and I thought I’d share it with you.
The S.A.G.E Acronym for creating great guides is as follows;
S stands for short
We suggest that you create a PDF, a cheat sheet, or something which is only a few pages long that someone can consume within a few minutes. Nowadays, people are looking for ‘snackable’ content, they haven’t got a lot of time, compared to perhaps in the past. People want to be able to consume information very quickly, if possible. So creating short PDFs or checklists that only take a few minutes to read works very well.
A stands for actionable
Give them a step to take and action towards a result. A lot of people will obviously try to get people from A to Z, just get them from A to B! Make sure that they are achieving something and perhaps getting further than they have ever got before, then they will come back to you and try to get to the end goal or objectives they’re trying to achieve because you have helped them get further than they have ever got.
G stands for goal oriented
Make sure that you know your guide, or your checklist is based around an objective or goal.
E stands for easy to implement
Make sure that whatever your guide is about or what your checklist is about, it is easy to implement by that person who is downloading it. Don’t give them something very complicated or something that takes a very long time. Just give them something that’s easy to implement, make them feel that they’ve achieved something. I can guarantee they are going to come back to you to try and move further along toward what they are trying to achieve.
It’s a really powerful acronym. Make sure you use that to create your guides or your checklists!
The other question I get asked is, “How can we promote that guide, what’s the best way to promote it?”
Well, the first thing you want to do is to make sure that you have got a system in place where someone can hand over their details in return for that guide. You don’t want to give a link on social media and just say, “there you go, there it is…” You want to make sure that for them to obtain that valuable information, they’ve at least got to hand over some information as well. That might be their email address, their name, telephone number, or anything else you decide. You need a system for that to take place. Now there are two very popular ways;
1. Using Facebook adverts and using something called a lead advert and using the lead objective. This is where Facebook will give you the tools that you need to get someone to hand over their details. Facebook will allow you to build a form that is like a landing page within Facebook, and within a few clicks, someone can hand over their name, email address, or phone number. It will actually auto-populate when they see the form so that means they don’t even have to type anything. It’s pulled in from their Facebook profile. It’s a very quick, high converting advert and a great way if you don’t want to spend money on perhaps creating a landing page.
2. The other way is to send traffic from social media and Facebook to a landing page. This is where you’re going to have to use software like ClickFunnels or get your web developer to create a landing page. On that landing page, they will see a form in which they can type their details in. So this time they actually have to type their details in and click submit. The most powerful thing about a landing page is that it does give you the opportunity to have an upsell or another message on the ‘thank you’ page. Once someone downloads the content, they are going to be pushed onto a ‘thank you’ page and at that point, you can have a message which can be to get someone to book an appointment, upsell to them, make them an offer, whatever you decide to use! It’s a very powerful place to have such a message and trying to get them to take action.
So there you have it, a few ideas to consider and think about when creating and promoting your guides. Remember you’ve got to attract people’s attention. You have got to make sure it’s the right guide and then need to consider how you are going to be distributing that guide and have you got a system in place which is going to obtain people’s details in exchange for that actual guide.
I hope you’ve found this helpful!
The #1 Facebook Marketing Expert for estate agents & property professionals in the UK. Speaker & Trainer. Estate Agent.
Paul Long provides Facebook coaching for estate agents and professionals in the property industry through a self study membership programme or one-on-one coaching.afeacoachingprogramme.com/fbads-webinar-registration