Ads that Work. The Benefits of Programmatic Advertising in Real Estate with Julianne Martin

Curb Appeal

Episode Summary
Real estate professionals are constantly told to invest in their marketing tactics. The use of ads by real estate professionals is an excellent way to expand their marketing strategy!
Advertising refers to a form of paid communication that promotes a service, product, or brand. Marketers use advertisements to help companies achieve their goals and increase revenue; in the process, they employ various platforms for advertising and attracting customers (Facebook ads, Google ads, YouTube ads, etc.). But many of these platforms are very limited in their targeting. That's why programmatic advertising may be the right solution, as it can help you reach your target audience at a more granular level.
In this episode of Curb Appeal, our host Rachel Gombosch welcomes Julianne Martin, Partner and CMO at Above the Fold, a digital marketing company with a focus on programmatic advertising. Julianne and Rachel get into the benefits of programmatic advertising and why it should be part of every real estate professional's marketing strategy. They discuss programmatic advertising basics such as costs and the preparation process, and share resources for investing in programmatic advertising.
Guest-at-a-Glance

💡 Name: Julianne Martin

💡 What she does: Julianne is a partner and CMO at Above the Fold.

💡 Company: Above the Fold

💡 Noteworthy: Julianne is an experienced marketer and team lead with experience in branding, product marketing, and digital strategy for organizations ranging from Fortune 100 companies to startups through an agency environment. Her focus is strategic, metrics-driven online marketing across channels. She loves helping businesses and agency partners diversify their marketing mix to be more engaging and personalized for their target audiences.

💡 Where to find Julianne: Linkedin l Website
Key Insights
⚡What is programmatic advertising? Julianne is the co-owner of Above the Fold, a digital marketing and programmatic advertising agency. For those who don't know, programmatic advertising is a form of marketing most commonly associated with the real estate industry. "Programmatic advertising is the automated buying and selling of ads in media in real time; you're able to serve ads across the web: apps, audio or podcast ads, like streaming audio, and also connected TV. So it's all automated, in real-time, and it's really easy to do."

⚡ Programmatic advertising is bought on a CPM. Cost per thousand impressions (CPM) is a marketing term that refers to the price an advertiser pays for a thousand impressions of an ad on a web page. As Julianne notes, all programmatic advertising, like almost any type of advertising, is bought on a CPM basis. "If you do Google PPC, that's on a cost per click basis if you're trying to get discovered in the Google search results. So if you have a certain budget, and if I know you want to reach a certain audience in a metro area, and I know how big that audience is, and I know how big your budget is, we figure out what the CPM needs to be in order to be competitive while also hitting your budget."

⚡ Programmatic advertising should be part of a real estate professional's marketing strategy. Advertising is one of the most important things an agent can do. "Always look for ways to differentiate yourselves and your listings, and find people earlier in the process. [...] If you can be there earlier in that process and start building that relationship with them, they start seeing you — and maybe different types of ads and messages — by the time they get down to that really competitive space where they're literally on the MLM or on websites getting quotes."