“By leveraging the Evocalize Platform we have created a best in class, automated experience for our agents and brokers. The ease of use along with the creative, audience data, and best practices enable our agents and brokers to quickly activate data driven lead generation and awareness programs on Facebook & Instagram"
EXIT Realty International is on a mission to make the dreams of home buyers, sellers, and real estate agents come true. To help fulfill this mission they empower brokers and agents with leading technology that helps them more efficiently buy and sell homes for their clients. EXIT’s vision was to add powerful Facebook advertising tools to their suite of world-class technologies.
To make this vision a reality, Evocalize had to unlock data from multiple data sources, ingest third party data, and automate the creation of Facebook programs, ad creative, audiences and best practices. Additionally, a seamlessly integrated self-service UI was needed in EXIT’s suite of tools that give agents and brokers the ability to activate Facebook programs with only a few clicks.
Evocalize’s team of experts helped Exit to create a unique gallery of Facebook best practices (Blueprints) within their embedded online marketing technology to fulfill EXIT’s vision in a uniquely EXIT way. To enable the best possible experience, EXIT’s engineering team integrated organizational, website, CRM, and MLS data streams so the entire process of running world-class programs in Facebook was turnkey for users at all levels in their complex organization. MLS data was used so listings automatically appeared as content within an agent’s blueprint gallery 24 hours after posting the listing to an MLS, and CRM and website data automatically built corresponding complex audiences for instant use.
Best practices are shared with Brokers and Agents through Quick Start tiles (Blueprints) that appear in the embedded platform. Each blueprint contains best practices for account structure, messaging, creative, targeting, and business rules aimed at a single objective. For example, one blueprint allows agents to promote a home listing to an audience of potential home buyers. Another blueprint enables the promotion of a listing that just sold to an audience of people interested in selling their homes in the surrounding area.
An Automated Listings Blueprint was created to eliminate the need for agents and brokers to manually promote each individual home listing. The blueprint allows them to set a monthly budget (example: $2,500) and set automation rules that govern how the budget is spent. For example, the rules can be set to spend $100 on newly active home listings valued between $150k and $300k, spend $150 on home listings valued between $301k and $500k. Programs can be set to run from anywhere from a few days to weeks or months. Although users on average can complete the order process to advertise a new listing in the Evocalize / EXIT system in less than three minutes, when an active agent or broker has more than a few listings even that can really add up.
To ensure a successful program launch, Evocalize CEO Matthew Marx joined Jon Lim, EXIT’s Director of Innovation & Technology, and Scott Shapiro, Client Partner, Industry Relations / Global Marketing Solutions at Facebook, on stage at EXIT’s annual conference. The response to attend the breakout session was overwhelming and forced the session’s location to relocate to the main stage, with over 1,500 people attending. The session was EXITs largest breakout session ever at conference, and the program’s launch was among EXIT’s most successful!
Facebook best practices were shared with 550 broker offices and more than 20,000 agents and brokers. Users of EXIT Ad Center reduced the amount of time spent managing their online marketing programs from 9 hours a week to 9 minutes!