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LJ Hooker unveils impressive, pioneering Facebook strategy

By Tim Neary
17 August 2017 | 11 minute read
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LJ Hooker will make Australian real estate history as it reveals its pioneering Facebook strategy that will point 70 million targeted ads at 6.5 million people over the upcoming spring selling season alone.

The announcement forms part of LJ Hooker’s $1 million integrated digital and social media platform, LJ Hooker Boost, developed by LJX-Lab, the group’s innovation center.

LJ Hooker Boost is a bespoke and automated Facebook and Instagram advertising platform, powered by strategic partner Tiger Pistol. It is designed to amplify agent profiles, listings and leads through precise data targeting.

It also provides tools, analytics and access to the network’s email marketing and nurturing platform, ActivePipe. LJ Hooker agents will also have the option of activating a standalone, SEO-rich website.

Chairman L. Janusz Hooker said that the network is excited to be the pioneer in Australian real estate, as it, along with Facebook, brings its digital and social platform to the consumer.

“In 2016, our LJX-Lab team had the foresight to identify that the next big thing in real estate was social and harnessing the opportunities of mobile, and started the development of LJ Hooker Boost.

“What the team have built is a game changer for our industry, dramatically improving customer service and satisfaction levels, agent productivity and ROI on marketing spend and the number of qualified buyers matched to properties for sale.

“Importantly, all the data around this will be retained within LJ Hooker’s secure ecosystem.”

Facebook group industry director Paul McCrory said that Facebook shares LJ Hooker’s digital vision for the property market.

“Through the power of Facebook, partnering with platforms such as Tiger Pistol, franchise businesses like LJ Hooker are able to drive business outcomes in an automated approach via mobile.

“This allows each individual business owner to create local, tailored campaigns that reach the right audience, through the Facebook and Instagram platforms.”

LJ Hooker’s head of digital Drew McTavish said that LJ Hooker Boost has been developed with automation at its core.

“With Facebook and our marketing partners, we have developed a newfound way to deliver our network leads, supercharge the position our agents as the area specialists, and enhance the profile of the properties they are marketing."

Mr McTavish said that the built-in intelligence of the system allows it to ring-fence and retain its intellectual capital.

“With most digital outreach campaigns, you’re handing over data which is ultimately used by that digital service supplier or portal in other campaigns.

“Data is the lifeblood of any agent and introducing third parties dilutes the current and future potential of the data, and even worse, leakage of data. With LJ Hooker Boost, we’ll manage and maintain the value of our agents’ engagement activities.”

Mr McTavish also pointed to the latest LJ Hooker research that finds vendors consider only 1.5 agents before listing.

He said that this highlights the importance for agents of having a profile on high-traffic platforms such as Facebook.

“Every single LJ Hooker office will be part of [this] social and digital media strategy,” he said.

“We’ve piloted LJ Hooker Boost with offices of different sizes and marketplaces around Australia, and with this insight we’ve fine-tuned a product that will push LJ Hooker’s agents to the top of the pecking order of every market we service.”

The announcement comes in time for LJ Hooker’s annual spring marketing campaign, which will see more than $100,000 given away in customer incentives.

From September to November, $1,000 a day will be given away to people requesting market updates from LJ Hooker. At the end, one seller will win back their agent commission.

LJ Hooker unveils impressive, pioneering Facebook strategy
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