Author: Jason Frazier
Last month I wrote an article for Breakthrough Broker called "The Power of the Pixel", which was a primer to help agents understand what the Facebook Pixel is and how they could use it. This was the start of a series of articles I am writing about using the Facebook Pixel for Real Estate. The FB Pixel has kind of turned into "my thing" in regards to providing content. I am doing a webinar for Agent Mastermind on it, I have been a guest on a few podcasts, and recently did a virtual training for eXp Agents in their eXp World online community.
Last week a Real Estate FB trainer sent out an email to his database with the title about the Pixel being somewhat similar to mine. It obviously caught my attention and so I decided to check out the content. Now you may be thinking at this point "are you saying he copied you?" and the answer is a resounding NO. I do not think that at all. I think as a marketer he also sees the how the pixel is even more important now with all the changes happening on the Facebook Ad platform and saw an opportunity to sell some services. However, I still had a major problem with the message and examples in his email.
The whole premise of his email was that:
1) The FB Pixel is going to be huge
2) You need to leverage this powerful tool or get left behind
3) It is too complicated for you to do yourself
4) You need to buy his service to be able to be successful
Look, I get it. You are selling a service and you are doing what you can, message-wise, to get them to click "Buy Now". I understand that the "Let me do it for you" services in Real Estate/Mortgage are growing at a record pace. However, there are right ways and wrong ways to sell your services in this industry. Most agents will tell you that they are "low hanging" fruit to these guys and are easily marketed to with false promises. Frankly, these services piss me off because they are usually not accurate and just looking to dip more into the agent economy.
My specific problems with his email? His narrative was that an agent HAD to do all these complicated, time-consuming processes to get it up and running. He also made it sound like it was too much for agents to deal with. The narrative was downright deceiving to make it sound like he would solve all these problems that actually don't exist.
What if I told you that as an agent you could have your FB Pixel up and running in less than 20 minutes? It doesn't take hours. What if I told you that you could learn how to do all of this for free using Youtube/Google Search? What if I told you that taking that little amount of time to do it would allow you to keep control of your data, control over your spending, and would save you hundreds of dollars?
Now you can always pay for someone to do it for you if you really don't want to take the time. I will do that myself depending on the task. For example, I am about to hire some painters because I friggin hate painting. Could I do it myself? Absolutely. But I would rather have someone else do it. I go in with my eyes wide open knowing what it entails and no one tricked me into giving them my money. That is what I take issue with these marketers. Sell on value, not on scare tactics.
I sell my Agent Marketer training and coaching program based 100% on the value I provide. I don't trick people into signing up. If I did, I wouldn't have mentioned they could learn it all for free on Google/YouTube. :-) However, some want that personal touch and a coach to help them make the most of it.
In closing, my message to all of the agents out there, do some research before signing up with one of these vendors. Sometimes they are solutions in search of a problem. Knowing the difference can save you a lot of money.