Social Media Marketing Manager
REQUEST FOR BIDS (RFB) – SOCIAL MEDIA MARKETING SERVICES
Issued by: A Premiere Real Estate Firm
Location: Austin, Texas
Submission Deadline: February 7, 2025
A premiere real estate company in Austin, Texas, specializing in homebuyer advocacy, luxury real estate transactions, and seamless property transitions, is seeking a highly experienced social media marketing professional or agency with a proven track record in real estate marketing, digital advertising, and data-driven campaign execution. The selected vendor will be responsible for designing, executing, and optimizing a comprehensive social media marketing strategy with a strong focus on Facebook, Instagram, and YouTube advertising to drive lead generation, brand visibility, and conversion.
With a prestigious TSAHC down payment assistance designation, the firm serves a diverse clientele, including first-time homebuyers, luxury home clients, and those looking to downsize or relocate to the central Texas area.
The selected vendor will develop and implement a content calendar aligned with industry trends, audience behavior, and brand objectives. Content must be sophisticated, engaging, and aligned with the brand’s high-end aesthetic of black, white, silver, and rose gold. Active community engagement is required through timely and professional responses to comments, messages, and inquiries. Social media profiles must be optimized for maximum visibility and lead capture.
The vendor will design and produce high-quality, visually appealing content, including graphics, short-form videos, and carousel ads. Compelling, conversion-focused captions and ad copy will be required. A/B testing will be utilized on creatives and messaging to improve engagement rates, and AI-powered tools will be leveraged, if applicable, to optimize audience targeting and content scheduling.
The social media marketing strategy must include targeted paid advertising campaigns on Facebook, Instagram, and YouTube to nurture and convert qualified leads. The target audience includes first-time homebuyers focused on affordability, down payment assistance programs, and homeownership education; luxury home buyers and sellers looking for exclusive properties and premium listings; relocation clients moving to Austin, leveraging geofencing and interest-based targeting; and downsizing sellers and buyers transitioning to smaller, low-maintenance homes or lifestyle-oriented living arrangements.
Campaign execution and optimization require setting up Custom Audiences, Lookalike Audiences, and Retargeting Campaigns to maximize ad performance. Lead generation ads must include built-in forms and CRM integration where applicable. Multi-variant ad testing will be conducted, focusing on headlines, images, calls to action, and audience segments. Campaign structures must be optimized using Campaign Budget Optimization (CBO) and advanced bidding strategies. Real-time analytics will be monitored to adjust ad spend, targeting, and creative elements as needed.
Lead generation and conversion tracking will involve the development and integration of landing pages with optimized calls to action for seamless lead capture. The implementation of Facebook Pixel, YouTube tracking, and conversion tracking will be necessary to measure ad effectiveness. Automated lead nurturing sequences, including email follow-ups and SMS reminders, must be set up. Real-time tracking dashboards will be provided to measure lead attribution and return on investment.
The vendor must deliver monthly performance reports detailing key performance indicators such as click-through rates, conversion rates, engagement metrics, and cost per lead. Data-driven recommendations will be provided for campaign scaling and budget reallocation. Heat maps and behavior tracking will be utilized to optimize ad placements and audience engagement. Trends, competitive benchmarks, and areas for continuous improvement must be identified.
Interested vendors must submit a detailed proposal including a company overview and expertise in paid social media, data analytics, and lead generation. The proposal should outline a comprehensive strategy for each outlined service, including organic content, paid ads, and lead generation. A creative approach for targeting specific market segments and any proprietary tools, AI technology, or automation platforms used to enhance efficiency should also be included.
A pricing and budget breakdown must be provided, detailing monthly retainer fees versus performance-based pricing if applicable. Estimated ad spend recommendations for a scalable campaign should be outlined, along with any additional costs for creative assets, software, or premium tools. The proposal should include a timeline and deliverables, with an expected timeframe for campaign setup and initial results, as well as weekly and monthly deliverables for content creation, ad reporting, and optimization.
Proposals will be evaluated based on real estate marketing experience and portfolio, technical expertise in Facebook, Instagram, and YouTube advertising, strategic approach and data-driven methodology, cost-effectiveness and budget transparency, and client testimonials and proven success.
All proposals must be submitted by February 7, 2025. The firm looks forward to selecting a highly skilled and results-oriented marketing partner to elevate its brand and digital presence in Austin.