Luxury Real Estate Farming & Retargeting | Windy Goss
I stepped out of our event in San Diego on Monday to teach Luxury Workshop. I wasn't missing this one, because this is the session where the magic happens.
It's the part of the strategy that means you don't need to play golf, tennis, or pickleball. It keeps me from joining the country club and taking attorneys out to lunch. It's a little techie. I know. Stick with me.
The book is good. The book plus your face is better.
Inside the Accelerator, agents send a hardcover black book to luxury homeowners. It gets attention on its own.
But here's what I want for you. When that book lands, I want the homeowner to already know who you are. That happens when you've been showing up on their Facebook and Instagram for weeks with helpful seller tip videos, your listings, and your face. People get to know, like, and trust you before they ever see the book.
That's retargeting. And it doesn't take a big budget.
The three tools
Mojo, for one month. Mojo is a dialer. That's what it's built for. I use it to pull every home in a luxury neighborhood. It's about 60 bucks for a month, and that's all you need it for. Keep your pull under 25,000 records. Do not tell Mojo I'm teaching you this. They'll probably come kick my ass.
Somebody always says, "I could get that list from my title company." Have you added up 25,000 emails and phone numbers from your title company? No, thank you.
Follow Up Boss. The first time I exported neighborhoods out of Mojo, there were no emails and no phone numbers on the file. I emailed Mojo to ask why I couldn't see them. They asked why I needed to see them, and I didn't want to tell them. Then one of my agents, Herb Rim, pointed out that Mojo has a direct integration with Follow Up Boss. Perfect. Follow Up Boss also integrates directly with StreetText, and that's what makes the whole thing work.
StreetText, the Pro plan. Don't grab the lowest plan. It doesn't have retargeting and it doesn't have ad bundles, and those are the two things we need.
The setup in four moves
1. Pull your luxury neighborhoods. Pick an address inside the community and draw a radius around it. You don't need a listing there. Choose single family and include properties with no phone number, because we are not calling these people. We're getting in front of them on social media.
Never do the whole city. I did all of Boulder City once, but only because it's small and I wanted every person there to know about my listing. About 4,400 records came through. You may want to turn off your notifications first, or your phone will tell you "new lead" 4,400 times.
2. Tag them all Luxury. Every neighborhood you pull, plus every person you send a book to. When I first taught this using a stage instead of a tag, everybody got confused and thought they had to bring in whole cities. Tags work better. In StreetText, filter your contacts by the Luxury tag and save that as an audience. I named mine Luxury RT so I'd always know it was for retargeting.
3. Build your social audiences. In Meta's business tools, create a custom audience of everyone who engaged with your Instagram in the last 365 days, and another for your Facebook page over the same window. If your website has a pixel, add website visitors for 180 days, which is the longest it lets you go. No pixel? No big deal.
4. Run your seller tip videos on rotation. Seller tip videos, not property videos. Label every video so the right ad copy goes with the right one. Set the objective to awareness or engagement. No destination. No button. We don't want it to look spammy. For the thumbnail, grab a frame from the video itself. A commercial looking thumbnail makes people think it's an ad.
Then put your active ads into an ad bundle and set it to rotate daily. One video a day, so nobody ever sees the same exact thing. When you start getting listings, slide them in between. Seller tip one day, your listing the next.
What it costs
Retargeting is super cheap because you've niched way down. You're not showing your video to the whole city of Las Vegas or the whole state of Nevada. You're showing it to your luxury neighborhoods, your book list, and people who already follow you.
$2 to $5 a day for retargeting
Up to $10 a day if your database is massive, like 65,000 leads
$7 to $10 a day for listing ads, because those need to reach your whole area plus the places people are moving from
Rotating one video a day is a money saver too. If all 12 of your seller tip videos ran at the same time, that gets really expensive.
"But my business page has like 12 followers"
Doesn't matter. Your business page does almost nothing unless you put money behind it. When you run ads, you're paying Facebook to push your video in front of the audiences you picked. And the more ads you run, the more people start following your page. When I see people liking my ads, I invite them to my page.
How to actually get it done
This is a lot, and you may have to rewatch the training a few times. Here's how I learn anything techie: play, pause, do. Play the training on one device, pause, do the step on your computer, and hit play again. That's how I learn from YouTube, and it works for this too.
Now send the book
Here's the part that isn't techie at all.
Ana, one of my students in Miami, told me she wasn't going to send a book to a certain homeowner, because the house had been listed with an agent she knew was great at marketing. And it didn't sell.
Send the book. If it didn't sell with that amazing agent, something was missing. You may be able to get it sold. You may be able to talk them into a better price.
And if you get it and it still doesn't sell? Did my $12 million listing sell? No. Did it get me 13 more? It absolutely did. Getting a listing helps you get more listings.
We never scrub the list. Everybody gets a book. And now, when it shows up, they already know who you are.
Frequently Asked Questions About Luxury Real Estate Farming
How do real estate agents attract luxury homeowners without personal connections?
Luxury agents can build recognition through consistent marketing, neighborhood expertise, educational videos, direct mail, and strategic follow-up.
I teach agents how to create a recognizable luxury brand so homeowners are familiar with them before they ever have a listing conversation.
What is luxury real estate farming?
Luxury real estate farming is the process of consistently marketing to homeowners within a defined luxury market or community.
Instead of waiting for referrals, agents develop visibility through valuable content, market updates, direct mail, digital advertising, and relationship-building.
The goal is to become a familiar, credible real estate resource within that community.
Can Facebook and Instagram advertising help Realtors attract luxury listings?
Yes! Facebook and Instagram advertising can help Realtors increase brand awareness, share educational seller content, and stay visible to potential clients.
The key is creating valuable content and using advertising strategies that comply with Meta's housing-ad policies, privacy requirements, and applicable real estate regulations.
What is the best way to combine direct mail and digital marketing for luxury real estate?
I believe the most effective strategy connects multiple marketing channels.
When homeowners receive a luxury marketing book or postcard, they may already recognize the agent from videos, social media, and other marketing.
That familiarity can help start conversations and build confidence in the agent's expertise.
Ready to Become the Luxury Agent Homeowners Recognize?
You don't need to belong to every country club or have a database full of millionaires to start building a luxury real estate business.
You need a strategy that gets you noticed, demonstrates your value, and creates opportunities.
Inside my Landing Luxury Listings Accelerator, I teach agents how to combine luxury prospecting, professional marketing materials, digital advertising, and follow-up systems.
Ready to start attracting luxury listings?
Explore my Landing Luxury Listings Accelerator:
https://landingluxurylistings.com
