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Tarun Sharma

S O L U T I O N S E N G I N E E R , R E A L E S T A T E

Facebook Marketing Automation for Real Estate

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Manager, Solutions Engineering

New York, New York

45%16.8% 23%

Increase in unique visitors

Increase in visits for participating

dealers

Increase in exposure among

millennial audience

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Marketers have significant challenges

I’m spending a lot of time constructing

my creative.

I wish Facebook could optimize my creative for me.

I have millions of homes, but I’m only

advertising ten.

I want to reach people who viewed a home but didn’t contact an agent

M A R K E T E R

Dynamic Ads

SET UP CATALOG BUILD AUDIENCE CREATE AND DELIVER ADS FOR YOUR LISTINGS

Home listing feed

From a website

From an APP

Signals

1 2 3

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Show relevant ads to the right people at the right time

Open House

Home Purchase 5Browsing Homes

Dynamic Ads

Lead Gen

Chatbot

Agent Contact

Build your strategy

ENGINEERING INVESTMENT

+SOLUTION FOCUS

+AGILITY

= MARKETING INNOVATION

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Automation with Facebook - APIs empower innovation

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Success requires new behaviors - "business as usual" doesn't work

“MOVE FAST”Key to the evolving landscape of media consumption

EXPERIMENT, ITERATE, SCALE Requires automation and use of technologyAUTOMATE & EMPOWER EXPERTISEShortage of marketing experts makes it difficult to succeed in traditional way

Priority

potential impact x probability of success

effort required

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PlanningRUTHLESS PRIORITIZATION: PLAN THE WORK, WORK THE PLAN

AVOID DISTRACTIONS AND CHASING SHINY OBJECTSPrioritize based on the following formula:

TeamMARKETING REQUIRES TECHNICAL RESOURCES

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T E C H N I C A L M A R K E T I N G

Engineer

Engineer Project Manager

Data Scientist

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ProcessDEVELOPING FOR MARKETING TECHNOLOGY TAKES A UNIQUE APPROACH

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1 2 3 4Understand

the goalDecouple changes

Build and AB test quickly

Be prepared to pivot

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Thank you

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