Vyral Marketing Client Message

Frank Klesitz,
CEO Vyral Marketing

Clients,

I’m excited to write you an update on the premium services we’re working on. 

Remember, all of this is a complement to the core Vyral Marketing Plan of getting more sales from your database by asking for emails, sending out 2 educational Q&A videos a month, and calling the people who watch them for feedback and referrals.

Make sure you read The Database Reset that covers our core marketing plan.

So let’s get down to it this week.

Here’s an overview of the premium services we’re working on or are offer now.

1. Real Estate Snail Mail
2. Facebook & YouTube Video Advertising
3. Co-Marketing and Sponsorships
4. GoPro Video Neighborhood Tours

Real Estate Snail Mail

In mid-February, I updated my Facebook. I was interested in putting my writing skills to work mailing expired listings a series of 10-12 letters for our real estate clients.

We had 90 comments from those interested. We took on about 20 clients for a 90-day test.

We asked you to cover the direct expense of the letters, about $1 each, and then we’ll cover all the labor costs, unless it worked, up to 3 months.

To date, we’ve mailed 2,826 expired listings (11,208 handwritten letters) and generated only 17 positive phone calls through a trackable phone number in the letters.

Email mark@getvyral.com if you’d like to see a copy of the letters.

They are 100% education-based and helpful. Each campaign was customized for the client with reviews, examples, and more as enclosures to the 1-page letter.

In short, even with sending out letters at the highest level and investing over $20,000 in labor (a full time manager and two $10 an hour full time employees), we couldn’t make it worth the investment. 17 phone calls are just not enough return for the expense.

So, in September, we’re shutting Real Estate Snail Mail down.

I can safely say that mailing expired listings does NOT work to generate a positive ROI, unless you’re leading the seller or you have a buyer (which we did not do), you send them super expensive “shock-and-awe” kits, or you keep it dead simple with a current staff member sending simple 1-2 sentence handwritten notes.

I want to thank our clients who hired us for the test. I’m sure you’ll get at least 1 client when all the smoke clears. That’s a lot of letters sent on your behalf over the past few months.

Now we know mailing expired listings is not a profitable strategy, and hopefully we saved you a lot of headache and money from doing this on your own.

If you’re getting results mailing expired listings, I want to talk to you!

Onward to our next premium service….

Facebook and YouTube Video Advertising

This is our premium service I’m most excited about, since it’s complimentary to video marketing.

We currently help you stay in touch with the people you’ve “met” with video, but what if we could help you stay in touch with the people you “haven’t met” with video, too?

It’s possible to remarket all the visitors to your website and – for our real estate clients – target homeowners thinking of moving based on their online behavior.

We can also upload all the emails in your database to Facebook and run ads to only those people. It’s called a “custom audience”. That’s the big thing on Facebook now.

I spent the past 3 months doing this for free for a handful of clients with positive results (their target market was interacting with their ads) so we now offer managed YouTube and Facebook video advertising as a premium service.

We have 9 clients currently investing $500 a month for advertising management, plus $20 a day on YouTube and $20 a day on Facebook. That’s about $1,700 a month total.

You get a weekly update from our AdWords and Facebook Certified team. You’ll also attend a monthly video conference on GoToMeeting with 5-7 advertising clients to talk strategy.

Look at how precise we can target people who may want to buy or sell a home in your city.

1. We can target all homeowners who are likely to move in your market on Facebook.

2. We can also target all the contacts in your database and visitors to your websites on Facebook.

3. We can also target people on YouTube in your city looking at videos about real estate (topics), interested in moving or relocation based on their online behavior (interests), people who search for a real estate agent (keywords), and remarket all the visitors to your websites and people who watch your YouTube videos (remarketing).

If you’re interested in seeing what Facebook and YouTube ads can do for you – let me know and we’ll do a call. We update your ads every 2-4 weeks with a watchful eye.

I’ll take you behind the scenes of Facebook ads and AdWords to show you how the campaigns work and the respective bidding strategy.

But remember, do not spend more than 10% of your revenue, or GCI if you’re a real estate agent, on lead generation. Any more than that it’s likely you’ll erode your profit. Too much risk.

It’s important you implement The Vyral Marketing Plan of building an email database, sending out two videos a month, and then calling those people first before you invest money into online advertising. Make sure to talk to me first before jumping into advertising.

Co-Marketing and Sponsorships

I believe no client should pay their Vyral Marketing fee (at least directly).

For our real estate clients, your database of buyers and sellers is just too valuable.

There are plenty of local professionals – who are not on the closing sheet and therefore not subject to RESPA - who will be happy to sponsor your marketing to get access to them.

I updated our website with a new tab called Zero-Cost where I cover everything you want to know to find at least two people to pay you $275 a month to offset the cost of hiring us.

You’ll find a list of all the recommended industries and sample reach out messages to secure an appointment with potential sponsors.

Simply interview them in your videos or give them a shout out at the beginning of your videos.

We can also include their logo and contact information on your website and in your emails.

We’ll do all this at no extra charge.

Now, if you want to take this a step further, we can help you partner with 10-12 local business owners or professionals who want to get in front of your audience.

This will scale up your exposure quickly by getting access to their database, too.

We’re working with 6 clients right now - in a test group - to help them build a target local co-marketing list. We’ll then reach out to these people by phone and FedEx to help you secure an appointment.

Let’s assume they agree to co-market with you.

You’ll interview each of your co-marketing partners on the phone once a month. We’ll edit the interviews and put them under a “Local Spotlight” section on your video blog.

We’ll also advise you on how to get your co-marketing partners to promote your interviews to their database.

We’re in the test phase right now, and if this works, we’ll know by November 1st.

It will be $500 a month to participate in our co-marketing program. We coach you once a month in a small group of 5-7 people on GoToMeeting. We also do all the editing and promoting of the interviews for you. I feel very optimistic! We have strong test group.

Ask me anything about sponsors or co-marketing – if we can get your cost down to zero your ROI will be through the roof.

We’re here to help.

Go Pro Video Neighborhood Tours

I’ll have more details on this in the coming weeks, but I’m working on how you can strap a GoPro on top of your windshield to take video tours of neighborhoods.

This is proving to be more complicated than I thought.

If you’re in real estate, this is the #1 content item buyers want. Here’s an excellent example of a community video tour from Vyral Client Jon Carbutti. 

It’s not on a GoPro, but you’ll get an idea of a community video.

We’re still working on this. I’ll have more details in the coming weeks with examples.

Summary

So that’s it!

Those are a few of the extra things we’re working on. The only premium service we offer now is Facebook and YouTube video advertising, if you’re interested.

Just reply to this email if you’d like to talk more about how that would work.

It’s month-to-month with no commitment. I’m running a YouTube and Facebook campaign for a Massage Envy in Manhattan so we can tailor the strategy to your industry and target market.

Next week, my weekly message will get back to the core program and I’ll write you on our new system to update your videos on Facebook.

With that, thanks for reading the long message this week. Thank you for being a Vyral Marketing client. We’re working hard to grow your business!

Have a great weekend!

Frank Klesitz,
CEO Vyral Marketing