• Content marketing is not enough today. Paid online advertising can help bolster your content and lead to more eyes on your brand.

Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

AdWerx is the industry’s most prominent player in online advertising.

It’s no surprise, really, as its retargeting software translated what was once a complicated and technical process typically handled only by specialty Internet marketing companies into an affordable point-and-click process.

(If you’re not familiar, retargeting ads are the ones that follow you around the Internet.)

On Wednesday of this week, Feb. 10, AdWerx will make live its newest display advertising product that will leverage your “sphere of influence.”

Corny business speak aside, the majority of business — 66 percent — for real estate agents stems from your network of previous clients and professional colleagues.

However, how diligent are you about staying in front of them?


It’s not as if the industry is unaware of this perpetual stream of new business. I’ve reviewed countless apps and tools that promise to keep you “top of mind” (to exercise another exhaustive business phrase) among the people that need you.

AdWerx is taking this tactic away from the smartphone app or newsletter and putting it front and center on your audience’s Web browser.

The setup process for this product is the same. Create an account and build an ad. (That’s not bypassing anything; it’s that simple.)

However, after your ad is finalized, the next step involves uploading your list of contacts, which can be supplied by a number of sources, such as an iPhone, Google, TopProducer, Gmail, LinkedIn, MailChimp, Contactually and a few others.

Display advertising, in its many forms, is an essential component to an effective marketing plan.

You can add up to 5,000 prospects and no fewer than 100.

Your ad will land in front of most contacts who are within 25 miles of your office, which creates an even more accurate campaign.

The industry’s top producers make their living off their contact list and referrals from friends, clients and colleagues.

There is way more power in this product than initially appears.


Those who are diligent in their databases could upload to AdWerx specific lists, such as lenders and lawyers, or a list of all their $500,000-plus buyers and run multiple campaigns.

And AdWerx ads are easy to customize, so agents can drill down to specific communities or parents of a certain school.

I couldn’t pry the “secret sauce” to how AdWerx connects browsing habits with email addresses from CEO Jed Carlson, but it boils down thusly: “The Internet.”

In a column last week I discussed the idea of content shock, relating it Spencer Rascoff’s speech at Inman Connect New York, in which he mentioned buying online exposure.

Display advertising, in its many forms, is an essential component to an effective marketing plan. Content marketing shouldn’t replace it; it’s only another bullet in the chamber, like email and open houses.

However, the most effective marketing plan is the most targeted. AdWerx’s new product can make you a sharpshooter.

Have a technology product you would like to discuss? Email Craig Rowe.

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