AI-Powered Marketing & Google Local Services Ads for REALTORS
- Colby Casoria
- May 29
- 5 min read
This week's Every Move Collective Monday Mastermind delivered a powerful combination of marketing innovation and lead generation strategy.
We kicked off with marketing expert Danielle Lindner, who shared practical ways agents can use AI to create compelling social media content in minutes. Then, industry veteran Ed Laine dove deep into Google Local Services Ads (LSA), revealing how he generated 8 leads and secured 7 signed listing agreements in just 24 hours.
Using AI to Create Better Real Estate Content
Stop Posting Listings. Start Building a Brand.
Danielle emphasized that consumers don't just want to see homes—they want to connect with the person behind the business.
Your Instagram should communicate:
Who you are
What you stand for
The lifestyle you represent
Why someone should choose you over another agent
Rather than constantly posting listings, Danielle encouraged agents to create recurring lifestyle themes that showcase their local expertise and personality.
AI Content Creation Made Simple
Danielle demonstrated how she used ChatGPT's image capabilities to transform ordinary photos into magazine-quality marketing content.
Her process:
Take a simple photo (food, drinks, local spots, etc.)
Upload it to ChatGPT
Use detailed prompts describing:
Your audience
Your brand style
The type of magazine aesthetic you want
The message you want to convey
Within minutes, AI generated polished, professional ad concepts complete with headlines and branding ideas.
Prompt Engineering Matters
One of Danielle's biggest lessons:
Be specific.
The more detail you provide AI, the better your results.
Rather than asking for "an Instagram post," describe:
The target audience
Desired aesthetic
Mood
Publication style (Vogue, Rolling Stone, Martha Stewart Living, etc.)
Marketing objective
When she didn't like an image result, she simply refined the prompt and generated something entirely different.
Bonus Photography Tip
Danielle shared a simple but effective content hack:
Flip Your Phone Upside Down
For drinks, food, monuments, and lifestyle shots:
Turn your phone upside down
Slightly angle the camera upward
Capture a more dramatic perspective
This creates a unique visual angle that helps content stand out in crowded social feeds.
Google Local Services Ads (LSA) with Ed Laine
Why Ed Is Paying Attention to Google LSA
Ed Laine has been in real estate since 1987, has sold over 3,000 homes, funded more than 5,000 mortgages, and built a business approaching a billion dollars in volume.
His message was clear:
Google Local Services Ads are one of the highest-intent lead sources available today.
What Are Google Local Services Ads?
Unlike traditional Google Ads that charge per click, LSAs charge per lead.
Even better:
Leads come directly through phone calls
Consumers are actively searching for help
They are often ready to transact immediately
You only pay when Google determines it's a legitimate lead
These are what Ed referred to as "bottom-of-the-funnel" opportunities—people who are actively looking for an agent right now.
The 5-Minute Rule
One of the most important lessons from the session came from a study Ed referenced regarding internet lead conversion.
Key takeaway:
Speed wins.
If you don't answer immediately:
Call back within 5 minutes.
Waiting 30 minutes dramatically reduces your chances of conversion.
Google LSA's live-call format eliminates much of the delay that kills online lead conversion.
Setting Up Google LSA Correctly
To get approved, agents should:
Create and Optimize Their Google Business Profile
Ensure your:
Business name
Address
Phone number
Match across every online platform.
Consistency is critical for approval.
Build Credibility
Your profile should include:
Professional photos
Listings
Market expertise
Service descriptions
Reviews
Ed stressed that your profile is what earns trust after the ad earns visibility.
Reviews Matter More Than You Think
One surprising takeaway:
Reviews don't only have to come from clients.
Potential review sources include:
Escrow officers
Inspectors
Vendors
Fellow agents
Referral partners
Consistency matters more than volume.
Ed explained that even with thousands of transactions, he focused on continually collecting fresh reviews rather than chasing huge review counts.
Start Small with Your Service Area
When launching LSA:
Don't try to dominate your entire state on Day 1.
Start with:
Your city
A county
A handful of ZIP codes
Learn the system.
Refine your scripts.
Build your follow-up process.
Then expand.
The Lead Conversion Framework
Ed shared a simple structure for handling inbound calls:
Step 1: Identify Yourself
"Hi, this is Ed. I saw you reached out through Google regarding real estate help."
Step 2: Determine Intent
Ask:
Buying?
Selling?
Exploring options?
Step 3: Qualify Quickly
Understand:
Timeline
Motivation
Property details
Financing situation
Desired outcome
Step 4: Move Toward an Appointment
Whether virtual or in person, every conversation should advance toward the next step.
The Strategy That Generated 8 Leads in 24 Hours
This was the biggest takeaway of the session.
After initially targeting only his local county, Ed expanded his service area to the entire state of Washington.
The result:
8 leads in 24 hours
7 signed listing agreements immediately
Additional referral opportunities statewide
The lesson:
Think Bigger Than Your Backyard
You don't have to personally service every lead.
You simply need a network capable of helping them.
Turning Statewide Leads into Referral Income
When leads arrive outside Ed's immediate market:
He qualifies the opportunity.
Secures the relationship.
Connects the client with a trusted local agent.
Collects a referral fee.
Typical referral structure:
50% on seller referrals
35% on buyer referrals
This transforms LSA into both a lead generation tool and a referral business-building strategy.
The "Cancellation Agreement" Secret
One of Ed's most effective conversion strategies is surprisingly simple.
When asking someone to sign a listing agreement, he simultaneously offers a cancellation agreement.
His message:
"If you don't like my advice or service, you can fire me."
This removes perceived risk for the client and dramatically increases signing rates.
According to Ed, this strategy helped convert 7 of the 8 leads he received in that 24-hour period.
Final Takeaways
This Mastermind highlighted two powerful realities of today's real estate business:
1. AI Is Making Marketing Easier
You no longer need a design team or hours of content creation time to produce engaging, professional social media content.
2. Speed and Systems Win Leads
Google Local Services Ads reward agents who:
Respond quickly
Build credibility
Follow proven scripts
Expand strategically
As Ed reminded everyone:
The ad gets you seen. The profile gets you trusted. The conversation gets you hired.
Missed the Live Session?
Watch the full recording to hear Ed's complete scripts, lead conversion strategies, and additional Q&A from EMC members.
Every Move Collective continues to bring together top-producing agents from across the country to share practical strategies that can be implemented immediately in your business.
Want to Join the Next EMC Mastermind?
Join us inside Every Move Collective for weekly Mastermind sessions with top-performing agents across the country.
✨ Learn what’s working right now
✨ Build real connections
✨ Walk away with actionable strategies
Comments