Duration 3 days – 21 hrs
Overview
This hands-on digital marketing bootcamp equips Property Specialists (PS) with practical, repeatable social media workflows to consistently promote the brand, build trust, generate inquiries, and convert leads into site visits and reservations. The course focuses on high-impact daily actions, content systems (not “viral hacks”), and real-estate-specific messaging—so new PS can start strong while existing PS/Sales Managers can standardize and level up execution.
Objectives
- Equip Property Specialists with practical social media tools and workflows to consistently generate qualified leads.
- Strengthen brand-aligned messaging and content creation to build trust and increase inquiries.
- Improve inquiry handling and conversion through effective DM scripts, lead qualification, and appointment setting.
- Enable participants to plan, execute, and track a repeatable weekly content and follow-up routine.
Audience
- New Property Specialists (primary)
- Existing Property Specialists (refresher + standardization)
- Sales Managers / Team Leaders (coaching, review, and governance)
Prerequisites
- Basic smartphone literacy; ideally a laptop for faster output
- Active or planned professional accounts (Facebook Page/Profile, Instagram, TikTok; optional LinkedIn)
- Installed/ready tools: Canva, Meta Business Suite (optional), Google Drive
- Access to brand materials: logo, colors, sample property photos/videos, amenities list, price/financing highlights, FAQs
- Willingness to appear on camera is helpful, but alternatives will be provided
Course Content
Brand-ready social media foundations + content system
Digital marketing for real estate (what works for PS)
- The PS digital sales funnel: Awareness → Trust → Inquiry → Site Visit → Reservation
- What buyers actually respond to (clarity, proof, consistency, responsiveness)
- Avoiding common PS mistakes: hard-sell posts, inconsistent branding, generic captions
Audience, persona, and messaging (property-specific)
- Building buyer/renter personas (first home buyer, upgrader, OFW, investor, etc.)
- Objections mapping: price, location, trust, financing, timing
- Creating your “PS messaging kit”:
- 1-liner introduction
- Value proposition per project
- Proof points (turnover, amenities, developer credibility, testimonials)
Content pillars + weekly content plan
- Content pillars for PS (examples):
- Listings & features (without being repetitive)
- Financing explainers (loan steps, requirements)
- Location & lifestyle (nearby landmarks, commute, community)
- Social proof (turnovers, client stories, FAQs)
- Behind-the-scenes (site visits, open house moments)
- Simple “3–3–1” weekly plan (3 value, 3 proof, 1 offer)
- Frequency standards for a busy PS (minimum viable consistency)
Creating traction: posts that earn inquiries
- Hook writing for real estate (stop-scroll angles)
- Caption frameworks (PAS, AIDA, FAQ-to-offer, myth-busting)
- CTA styles that convert (comment keyword, DM trigger, link/lead form, appointment invite)
- Hashtags and geo-tagging for local discovery (best practices, not spam)
Content production workshop (hands-on)
- Photo/video basics using a phone (lighting, framing, B-roll checklist)
- Short-form video structure (10–30 sec reels): Hook → Proof → Offer → CTA
- Canva fast track: templates, brand kit, resizing, carousel design
Activity outputs (Day 1): - 10 ready-to-post ideas per persona
- 1-week content calendar
- 2 branded posts (1 carousel + 1 reel storyboard/script)
Lead generation workflow + DM selling + ads basics + measurement
Social media profile optimization (PS conversion setup)
- Bio checklist: credibility, offer, location, CTA, link strategy
- Highlights/pinned posts that build trust (FAQs, projects, financing, testimonials)
- Building a “lead capture path”: link-in-bio, Google Form, Messenger, WhatsApp/Viber (as applicable)
Inquiry handling & conversion via DMs (sales-ready)
- Response time standards + scripted reply library
- Qualification questions (budget, timeline, location, financing readiness)
- Handling objections in chat without sounding pushy
- Booking site visits and follow-ups (message sequences)
Role-play exercises: inquiry → qualify → schedule viewing → follow-up
Community growth and outreach (without spamming)
- Ethical engagement routines: comments, groups, local communities
- Outreach scripts for warm leads and referrals
- Collaborations: micro-influencers, local businesses, community pages (basic playbook)
Paid ads fundamentals for PS (optional but CEO-aligned)
- When to boost vs. when to run lead ads
- Basic Meta ads structure: objective, audience, creative, budget
- Simple targeting for property marketing (location, interests, lookalikes—high level)
- Compliance and brand governance reminders
Mini-workshop: draft 1 lead ad concept (creative + copy + offer)
Measurement, reporting, and improvement loop
- KPIs that matter for PS: inquiries, cost per lead (if ads), booking rate, show-up rate
- Content tracking sheet (what to track weekly in 15 minutes)
- “Do more of what works” review cadence for PS + Sales Managers
Capstone output
- 30-day PS social media action plan
- 3 reels scripts + 3 post captions + 1 lead magnet/offer (e.g., free consultation, site tour schedule)
- DM scripts pack (new inquiry, follow-up, objection handling)
