Weekly Digital Breakdown

Amazon Invests In Homebuying

Buying a home can be a daunting and stressful process. Amazon has recognized the struggle and is extending their services to include real estate. With a partnership with Realogy, the nation’s largest residential real estate brokerage company, The two have created TurnKey for real estate shoppers. Potential home buyers will be able to find and purchase a new home primarily online with access to top real estate services such as Coldwell Banker, Century21, Sotheby’s, etc. Those that complete the process through TurnKey will receive credits that can be used to purchase Amazon Home Services and smart-home products.  

The process will begin by asking users to answer preliminary questions around their desired location and house requirements. Once completed, a Realogy agent will contact the prospective homebuyer to further evaluate their timeline and seriousness to purchase. Home service and smart-home product coupon values will vary based on final home cost but could be valued at as much as $5,000.  

The partnership gives Amazon access to a desired vertical to promote its smart home devices and home services. It also opens up extended advertising opportunities for a niche market with specific interest. From Realogy’s perspective, it’s a much needed branding boost in response to a slowing housing market and increased competition from sites like Zillow. By working with Amazon, they will now be associated with the retail giant’s captive audience and brand enthusiast.  

The TurnKey program officially launched in select cities this week with expansions planned in the future.  Amazon’s direct access to real estate shoppers expands the company’s ability to be a one-stop shop for all things and further hold on the retail market.

Snapchat Continues Record Success

Snapchat just released record user and revenue growth in their Q2 results and marketers are taking note. The company added 13 million daily active users making the platform a welcome alternative to others which have previously dominated the space. 

After a significant decline in users following a 2018 app redesign, the rebound in momentum magnifies the company’s determination to be a key industry player. The company attributes the record success to new filters, Android app improvements, and expanded advertising opportunities. 

The investment in Android paid off with app downloads increasing 37% over prior year.  App users are experiencing a faster mobile experience and as a result, are sending 7% more posts. The popularity of new filters, such as gender-swapping, has also enticed new users to the platform. As for advertisers, Snap added Snap Select, a premium ad service that offers ads in bulk for a fixed price which play during popular content. 

Much of the success can also be attributed to the apps increasing popularity among teens, which are the platforms fasting growing demographic. Snapchat estimates 90% of 13-24 year olds are reached through the platform, making it ideal for marketers to capture this audience and cultivate brand loyalty as these users age.

Snapchat has no plans of slowing down as they continue to gain a larger share of the social media market. The rapid and significant growth shows the company’s commitment to evolving the platform based on user engagement. The company plans to continue to ride the momentum and set the bar high with the Q3 goal between $410 million - $435 million, far exceeding original projections.

Facebook Mobile News Feed Has A New Look

Facebook is optimizing its mobile ad experience in August to match the recently redesigned mobile app, with a direct effect on advertisers. The update aims to create a less intrusive user experience. As users have become less receptive to traditional advertising and younger audiences continue to steadily decline, Facebook has made platform innovation a primary focus to attract and retain users.

The changes to the mobile ads will impact the aspect ratios of photos and videos as well as the amount of text available in the ad on mobile news feed posts. The most substantial of the updates being the decrease in available text to just 3 lines. Advertisers will now need to be extra clean and concise on their images, video, and text selection in order to make the most impact with less space and cause users to stop mid-scroll to engage.


The new dimensions are intended to allow advertisers to use assets across Instagram and Facebook without the need for adjustments. The consistency and simplified format will make thumb-stopping content more critical than ever.

Creating Consumer-Friendly Landing Pages Leads to Clicks

shutterstock_210162178 (1)Ever wonder why your landing page isn't getting the kinds of clicks you were hoping for? Many companies experience this problem. If your plumbing or HVAC company is one of them, here are some tips that are sure to increase your clicks.

A Good Landing Page Starts With Good Preparation

Preparation is key to creating a landing page that is consumer-friendly and that converts. It's important to understand the goal of your landing page, set up the page properly for consumers, and lead readers to the intended call-to-action.

Let's review some basics: A landing page is a standalone webpage that leads page visitors in the direction you want them to take. Your company's landing page should be the next step for the visitor from an earlier page, and should use a call-to-action premise to achieve the conversion.

There are several types of landing pages, including lead capture pages and click-through pages. Lead capture pages usually offer the page visitor something of value — an email subscription, say, or a free trial — in exchange for the visitor's email address. This information keeps the reader in the company's database for later marketing efforts. Click-through pages inform the visitor of a product or service in enough detail to get the visitor ready to buy.

Offer a Reward to Visitors

Offering a reward to the page visitor is crucial to creating a good landing page. Service discounts or free trials are examples of great rewards.

Display Your Company's Credentials Prominently

Landing pages for HVAC and plumbing sites should have information about licenses, awards, and accreditations. These show off your company's expertise and set your company apart from the pack. You should also clearly display your company's service guarantees. Contact information, such as a phone number and/or an email address, should be included on landing pages to encourage potential customers to make contact.

Include Unique Selling Points

Next, ask yourself what sets your HVAC or plumbing company apart from your competitors. What is your unique selling point (USP)? Do you have a longer service warranty than your competitors? Do you offer more benefits in your annual service packages? List those differences on your landing page to remind readers why your company is the right HVAC or plumbing firm for them.

Highlight Your Call to Action

Highlight your call-to-action on the landing page. You'd be surprised how many landing pages bury the call-to-action. Use a big button or bold graphics to lead your page visitors to the right product or service offer. It's the last mile of digital marketing! Make it valuable!

Layout and Strong Content Are Also Key

All the tips above are important. In addition, though, your company's website must have good content, correct grammar, a clean layout, and a professional look to gain the trust of your page visitors and encourage them to make purchases or conversions. Get another person to look over your landing page to double-check for any spelling errors or typos before it goes live.