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Digital Marketing and Its Impact on the Real Estate Industry: A Conversation with Laurie Andrews

By Marissa Mastroianni Posted in - Advertising & Social Media on December 11th, 2018

Find out how our Chief Marketing Officer, Laurie Andrews, answers some of the most frequently asked questions about digital marketing and its impact on the real estate industry. 1. What does social media marketing really do for your business? Can you quantify the results? Social marketing has become the core of our digital strategy. The advanced targeting tools within the platform allow us to narrow the consumer base to our true potential homebuyers. Of course, the way we use the social channel is very strategic. Much more about educating and informing the consumer, rather than selling. The results are very quantifiable. We have data on every aspect of our engagement, and we also gain terrific exposure from the viral aspect… Read more »

What We Learned in Our Local HR Seminar

By Marissa Mastroianni Posted in - Advertising & Press & Social Media on November 15th, 2018

The world of work is constantly shifting, especially when it comes to staff representation and recognition in the workplace. That’s why Cotton & Company found it important to attend the Pryor Learning Solutions ‘The Essentials of HR Law’ in Port St. Lucie recently. The seminar itself was designed to help educate employers on proper procedures involving recruiting, accommodating, and encouraging professionals in today’s modern work world. HR Supervisor Kathy Petroraio attended, and found multiple ways to apply the information that she received. “Our team members are an important asset at Cotton & Company,” she explained. “So knowing how to support them and recognize them for their work is just as important an asset for us.” Kathy was happy to explain… Read more »

8 Tips to Increase Organic Reach on Facebook

By Marissa Mastroianni Posted in - Advertising & Social Media on October 4th, 2018

1. Focus on video—but especially live video As far as we can tell, videos are still favored under the new algorithm, but live videos will be even more important. In his announcement, Zuckerberg wrote that “live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.” This means if you haven’t already invested time and energy into posting live videos on Facebook, you 100 percent should do so now. This is one of Facebook’s few concrete examples of content that will perform well under the new algoritham, so we would all do well to pay attention to it. 2. Avoid engagement bait  It might be tempting to… Read more »

How to Make Sure Your Real Estate Project Uses Facebook to its Advantage

By Marissa Mastroianni Posted in - Advertising & Social Media on October 3rd, 2018

If you approach social media advertising as though it were the same as your strategies for Google Ads, you’re going to fail. Because the two—social media advertising and paid search advertising—are different, they require separate advertising strategies. Before I give you the strategies for social media advertising, let me explain the difference between social media advertising, such as Facebook, Twitter, and Pinterest, and paid search, such as Google and Bing. Google is an example of paid search advertising. Marketers pay Google to appear in search results, choosing keywords relevant to their businesses, hence the word “search” in “paid search advertising.” When a user enters Google and searches for “condos for sale in Sarasota,” the marketers who bought Google ads for… Read more »

Here’s What You Need to Know About the Latest Facebook Algorithm Updates

By Marissa Mastroianni Posted in - Advertising & Social Media on September 26th, 2018

At the beginning of this year Mark Zuckerberg announced that the Facebook algorithm will prioritize “meaningful interactions” from friends and family over content from brands, and, as a result, it has become trickier than ever to ensure your content gets the screen time it deserves. But, Facebook is still the largest social media network in the world. Making its algorithm work for you is key to a successful Facebook marketing strategy. How the Facebook Algorithm Works On January 11th, 2018, Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm to prioritize content from “friends, family and groups.” “As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And… Read more »

Social Media is Driving Millennials to Become First-Time Homebuyers, According to Report

By Angelene Posted in - Real Estate & Social Media on May 16th, 2018

Although the news is grim with reports of millennials putting off home-buying due to frivolous purchases, data shows that millennials are flexing their buying power in the real estate market. According to the National Association of Realtors’ (NAR) annual Home Buyer and Seller Generational Trends report released in March, millennials were the most active homebuying generation for the fifth year in a row. Across the nation, there’s a shortage of homes on the market associated with rising home prices. Despite this, millennials continue to buy—a full 36 percent of all home purchases were made by millennials, a 24 percent increase in home purchases by millennials from 2016, according to the report. It’s estimated that, if more homes had been on… Read more »

Everything Facebook Launched at F8 2018 and Why

By Angelene Posted in - Press & Social Media on May 2nd, 2018

Dating, Instagram video calling, trip VR Memories and more… Day 1 of Facebook’s F8 conference was packed with announcements and updates. Here are 10 big takeaways from Mark Zuckerberg’s keynote on Day 1.   1. FaceDate Facebook is launching a dating feature where you can volunteer to make a profile that’s only visible to non-friends who’ve also opted in to looking for love. Facebook will match you based on all its data, and messaging will happen in a dedicated inbox rather than Messenger. Why: If Facebook wants to drive “meaningful connections”, it doesn’t get more meaningful than introducing you to your life partner. Facebook will have to be careful to keep everything private, as people already think it’s creepy or… Read more »

Cotton & Company To Attend the 2018 Facebook Developers Conference

By Angelene Posted in - Advertising & Media & Press & Real Estate & Social Media on April 26th, 2018

On May 1st & 2nd marketers, publishers and developers from all over the globe will flock to San Jose, CA for F8, Facebook’s annual developer’s conference. This year more than 5,000 developers and Facebook Marketing Partners from all over the world will gather to experience new, breakthrough technology from Facebook and learn first-hand how developers are innovating on the platform and explore new ways to build community and bring the world closer together. Attendance at F8 is by invitation only so Cotton & Company was proud to have two of its key team members invited to the prestigious digital marketing event. Webmaster Sonya Pereira and Digital Strategist Angelene McCullough will represent Cotton & Company at the event next week. Facebook… Read more »

5 Reasons Why Hiring A Digital Advertising Agency with Real Estate Experience Will Benefit You

By Jennifer Magill Posted in - Media on September 16th, 2016

Digital Marketing is increasingly responsible for more and more. More productivity, more effectiveness, more leads, more sales, etc. Real Estate Marketing teams are feeling strapped with limited resources and smaller budgets. If you keep your entire marketing strategy in-house, you could wind up spending your entire budget on payroll and still not have all of the skill sets needed, on the other hand, if you hire a real estate advertising agency, quality and control might become concerns. With real estate being one of the last industries to jump onto the digital advertising band wagon, few marketing agencies have the strategic experience to put today’s technology to work for selling homes. Cotton & Company combines 30 years of luxury real estate… Read more »

Most Effective Forms of Marketing Strategies for Country Clubs

By Jennifer Magill Posted in - Advertising & Media & Real Estate on August 8th, 2016

Marketing your golf course is a necessity. You probably knew that already. However, not every form of marketing was created equal, and there are SO many to choose from. Between the historic economic cycle, and the shifting demographics between baby boomers and Gen Xers, it’s been a moving target for Country Clubs around the country.  The past several years have been remarkable. One thing that never changes is the importance of gaining an understanding of your membership’s wants and needs. Cotton & Company is a full-service, marketing firm exclusively specializing in luxury residential real estate. We have found success in lead generation, content marketing and branding with traditional as well as digital advertising, and that is the real key for… Read more »