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Google_tabletOver the past three months during our head-first dive into real estate’s digital advertising arena, we’ve covered a lot. As we look to wrap up this four-part series, a quick recap to bring everyone up to speed is in order.

In Part I, we looked at the real estate search landscape, specifically how Google factors into the dominance of portals such as Zillow, Trulia and®. We also introduced the Intelligent Ad Platform, a new tool by Life in Mobile, Inc. that enables individual brokers or agents to leverage the power of Google to directly drive traffic to their sites, not the portals. In Part II, we dissected intelligent ads by looking at what they are and how they work. By the time we got to Part III, we spoke with brokers to examine how tools like intelligent ads can further the broker value proposition.

Each part in the series has been a single piece of the bigger puzzle. Using a tool that allows you to leverage the power of Google directly will ultimately be another single piece in the larger marketing puzzle for you as a broker or agent. Not only are there a lot of pieces; they all have multiple implications within today’s real estate market and among today’s experience-driven consumer. Consumers are constantly looking for the best experience, whether they’re the buyer or the seller.

On the sell side, what are you as the listing agent doing to ensure you’re creating the best possible experience you can for the seller? This starts when you walk in the door for the listing presentation, presenting yourself, your experience and strategy for selling their home. Detailing your strategy for marketing to—and connecting with—buyers to ensure top dollar is a highly critical piece of that experience.

Once you’ve won the listing, how are you implementing your strategy to create the best possible experience for potential buyers? Is the listing information available instantly everywhere a prospective buyer may be looking? Can it be found online, through an app or via text message? When you get a lead, are you following up with that potential buyer right away? If you don’t have the resources to do so, have you partnered with a buyer’s agent or a professional call center to ensure all interested buyers are followed up with right away? If that lead isn’t an actual buyer today, are you staying in touch, reaching out to them periodically until they’re ready to buy? Are you the agent they chose to work with because you’ve been in consistent contact with them throughout?

No one ever says the formula for being a successful real estate agent or broker in today’s market was an easy one, but it’s also not Morse code. There are a number of great people and partners in the market who can walk you through the tools and technology available in order to create the experience you’re looking to bring to the market for buyers and sellers. Life in Mobile, Inc.’s Intelligent Ad Platform, which we examined throughout this four-part series, is a great example of one of those partners and tools.

Interested in learning more? Visit for a video demo, or sign up for one of our weekly webinars.

Seth Kaplan is president of MRE – Win Local®.

For more information, visit