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Woman holding Ipad MiniLast month, we introduced you to the Intelligent Ad Platform (IAP), a new system by Life in Mobile designed to automatically create, bid, buy and place ads in the top spot on Google for your listings. When a consumer is searching on Google for a real estate listing, which now occurs on mobile devices more than 50 percent of the time, any search for your listing address or a term relevant to your listing will trigger your ad being placed in that top spot. This happens through the platform’s namesake: Intelligent Ads. In part two of this four-part series, we’ll look at what makes these ads “intelligent,” and how you can capitalize on them.

Let’s start from the beginning. You’re an agent and you just won a new listing. You want maximum exposure for your listing and decide to sign up for the Intelligent Ad Platform. What happens next? The system automatically imports your listing info into the platform and dissects the vital parts: the address, city, state, number of bedrooms, number of baths and description. Using this crucial information, the system is able to create the actual ad that will be placed, in addition to the keywords and phrases to bid on and buy on your behalf.

When we caught up with John Packes, chief innovation officer at Life in Mobile, we asked him what makes the ads and the platform intelligent, and why it is important. “The IAP is an extremely sophisticated and effective platform, yet it’s super simple for even non-technical folks. After filling out basic information, the system does the rest…creates ads, places ads, optimizes spend, processes payments, and even creates property landing pages for the REALTOR®, if necessary. That’s what makes the Intelligent Ad Platform so intelligent. We went to great lengths to ensure that any REALTOR® or broker can have a dominant and professional-level ad presence for all of their listings on Google with about five minutes of setup,” says Packes.

Using several proprietary algorithms, the Intelligent Ad platform not only automatically bids and buys on the most appropriate keywords and phrases related to your listing, but does so to ensure the first ad position—the top of the page. As the agent, you have the ability to turn sets of additional keywords you want within the system on or off. In addition, knowing the listing better than anyone (other than the seller), you can add additional, unique sets of keywords and phrases that are relevant to the listing; things you think the perfect buyer for that home would be searching for.

You might think something of this nature would be tremendously expensive, but it’s not. In fact, there’s substantial value in this type of advertising, because your cost is based on success. This means your ad budget is only drawn against when a buyer actually clicks on one of your ads and goes to the page you’ve associated with that listing.

Interested in learning more? Click here for a video demo, or sign up for one of our weekly webinars. Next month, we’ll explore the broker benefits of the Intelligent Ad Platform.

Seth Kaplan is president of MRE – Win Local®.

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