The Snapshot

Happy holidays, everyone! The Snapshot is going on a short hiatus in January for a few months. Please enjoy back episodes of the show, and look for an update in March of next year!

On this week's episode of The Snapshot, we chat with Homesnap's Co-Founder and SVP of Product Strategy, Guy Wolcott as well as Homesnap's Director of Product Management, Lynn Matthysse about a new product from Homesnap that allows agents to schedule home showings within the app without fear of a competitor getting access to the data.Links Mentioned:Homesnap ProHomesnap Pro+Homesnap Pro AdsShowingTimeCentralized Showing Service (CSS)Homesnap ShowingsAllTrails: Hike, Bike & RunWEMOGlass PhotoHiking ProjectSubpar Parks: America's Most Extraordinary National Parks and Their Least Impressed Visitors

On this episode of The Snapshot we welcome back Chelsea Peitz to talk about Instagram. We cover best practices for Instagram, including the different types of Instagram accounts; the algorithm; hashtags; Instagram profiles; and how to build a long-term sustainable strategy of putting out content that engages your audience and builds relationships.Links Mentioned:Chelsea Peitz BooksThe Voice of Social Sales PodcastMade to Market: Marketing In A World Focused On SalesCanvaFeedlyVideoshop Captions: Speak To The CameraVideoleap

On today's show, we talk to Brandi Snowden, Director of Member & Consumer Survey Research at the National Association of REALTORS®, regarding NAR's recent survey about what agents want from their technology. Not surprisingly, the pandemic had a big impact on the tools that agents use and value most. eSignature, lockboxes, videoconferencing and social media topped the list of agent must-haves. We discuss whether the need for these tools is here to stay, as well as what's on the horizon.Links Mentioned: National Association of REALTORS®: Real Estate In A Digital Age - September 2021National Association of REALTORS®: 2021 Technology Survey

We talk to Amie Quirarte of Tahoe Luxury Properties about how her philosophy of being authentic, honest and open minded on social media has led to deeper and stronger relationships with clients. She has a great perspective about being true to yourself, sharing your everyday life and not being afraid to express your opinions... and how building that connection with your audience can  lead to relationships that turn into clients. We also talk about the many benefits of getting deeply involved with your community.Links mentioned:WhatsApp

Today we welcome Joy Aumann, co-founder of Luxury SoCal Realty, back to the show to talk about search engine marketing for your real estate website - driving people to your website through search. We cover:what you need to have on your site to make Google reward it with trafficthe value of having a niche for search engine marketinghow to choose the right URLwhy you shouldn't require people to register on your sitewhy backlinks are so important and how to get themhow Google SEM differs from social media marketingwhat to do with leads once they come inLinks mentioned:developers.google.comGTmetrix.comAHRefs.comSemrush

We talk to Glennda Baker, realtor with Ansley  Real Estate in Atlanta, about how her TikTok videos accomplish the trifecta of content marketing: deliver relevant content of value, connect personally with her audience and increase brand visibility. Her content also helps build credibility which leads to referrals and business.Links mentioned:Notes app

Katie Lance comes back to the show to talk about what has changed in the last 18 months in the world of social media and digital marketing. The big social platforms are rented space, and creating assets that you own and control means that if the platforms go away or they change the rules or people stop tuning in, you still own the content and can reach your audience. Try to move them from the big platforms to your own platforms.People are responding to quick-moving, playful contentEven amidst change, consistency builds trust.It has been more important than ever not to be tone-deaf, not to stick slavishly to a content calendar.Instagram is better than ever for organic engagement.We also do a deep dive into Instagram and the many ways to use it. Life is content!Links mentioned:Get Social Smart AcademyCanvaVideoshopClubhouse

On today's episode, we talk to Jimmy Burgess, chief growth officer at Berkshire Hathaway HomeServices Beach Properties of Florida, about creative video content ideas for agents who need something new to post or create. Video content allows your audience to get to know you and determine if you'd be a good fit to work with. And the goal of all this content? Relationship building. This episode is full of great tips and very actionable advice.Some of the ideas covered in the episode:Inside look videosFAQ videosJust listed videosApps I'm using videoJust sold videosMy favorite places videoBefore and after videosLinks mentioned:Inman article with Jimmy Burgess' 21 content ideasBombBombVideolicious

We talk to Kate Hulbert, Marketing Director at Bozeman Real Estate Group, about how a robust, up-to-date agent website can drive traffic and leads. These sites can compete with the national search sites if they are done well. Here are some of the things we cover on the episode:Why it's so important to keep your website up to date, and what that entails (including being mobile responsive)Why stock images are badWhich fonts and website features to avoidHow frequently you need to post new, authentic content on your siteWhere to put your contact informationLead capture through relevant contentSEO and how to make it manageableHow to mine Google Analytics for valuable information about your audienceLinks mentioned: Kate's Inman article about agent websites Insight Timer appSolitaire

On this episode, we talk to Jason Pantana, coach and trainer at Ferry International, about how to build location authority on Google and capture search traffic. We discuss:Google My Business pages and how to direct people to them via relevant search termswhat location authority is and how to build ithow location authority leads to... leadswhy you need to lock in your N-A-P - name, address and phone number - so Google has confidence in who you arewhy it's critical to keep your social media profiles updated and accuratehow to ensure that your website is helping with your SEOhow to get good reviewshow photos help build location authoritycommon mistakes agents make with GoogleLinks Mentioned:GeoImgrSpotifyApple Podcasts appAudibleNotes app

We talk to Neyshia Go, senior global real estate advisor at Sotheby's International and co-star of CNBC's Listing Impossible, about how she uses videography, including architectural elements and lifestyle content, to tell the story of a property. Her advice is to think about the message you are trying to send with the content you are trying to create, and to know who you want to target. Other tips:Think about the style of video that will show your authentic selfAsk yourself what buyers will find most interesting about the houseKeep videos under 2 1/2 minutes longInvest in creating good content Tailor your marketing to the specific audience you're looking for Links mentioned:HomesnapHealth appPostmatesWaze

On this episode, we talk to Jess Lenouvel, founder of The Listings Lab, about what to post on social platforms like Facebook and Instagram to get people to choose to work with you as their agent. Jess describes three types of content - authority content, personal content and social proof - that help agents build relationships with their audience that can lead to business. Authority content provides valuable information and communicates what you bring to the table. Personal content gives your audience a sense of what you'll be like to work with. And social proof includes things like case studies, testimonials, and PR. We also talk about how to incorporate paid marketing into an organic digital plan. Links mentioned:Skitch Adobe LightroomPomodoroThe Listings Lab Facebook Group

In this episode, we talk to Seth Price, Managing Partner and CEO of BluShark Digital, about search engine optimization and when it makes sense for real estate agents to spend money on search marketing. Price takes us through the four factors that lead to optimization: 1) high quality content; 2) authoritative links; 3) the structure of your website; and 4) your local presence through Google My Business.  When these four factors are strong, then you have a good shot at a high Google ranking. The goal is to show that you are the most authoritative through persuasive content, links from other people and a strong, robust local presence on Google. We also discuss maximizing the value of paid SEM.Links mentioned:BlueShark DigitalParking Panda/Spot HeroParkWhiz

In this episode, we talk to Joy Aumann, private client network partner at Compass in San Diego, about Clubhouse, the audio-only, invite-only live networking app that has been on a steep growth trajectory this year. Aumann describes Clubhouse as "a mashup of social media influencers, marketing and coaching professionals, podcast, webinars and thought leaders". Should you join? Is it worth it?Here's what Aumann shared:The residential real estate rooms"in Clubhouse have exploded recently, with a huge community of agents on the platformHow to get started on Clubhouse, even without an inviteHow to make your Clubhouse profile stand outHow Clubhouse can make your other social media platforms growThe different types of rooms in ClubhouseHow to find people to follow in ClubhouseHow to get on stageWhy pitching is a no-no in ClubhouseWhy Clubhouse is a good fit if you're camera shy or not into creating polished video or photosHow she has gotten referrals from ClubhouseWhy audio-only content can be more intimate than videoLinks mentioned:TurboScanSnooJoy Aumann on Clubhouse: @SanDiegoLuxuryJoy Aumann on InstagramJoy Aumann blog post on Clubhouse

In this episode, Bernice Ross, CEO of RealEstateCoach.com, explains the differences between three popular short form video platforms: TikTok, Instagram Reels and YouTube Shorts. What they all have in common, though, is that they educate and entertain.  Agents should keep this  in mind as they incorporate these platforms into their marketing strategy. The  ultimate goal of this video content? Awareness and personalization of the agent.Links mentioned:OtterLead Great Virtual Meetings

We talk with Lauren Matera, agent with Matera Home Team of Coldwell Banker Realty in Annapolis, MD about how she has created an engaging TikTok account that provides relevant, educational content that empowers her audience. We talk about the TikTok algorithm, jumping on trends,  interacting with other users, and what Lauren is trying to achieve through her TikTok account.Links mentioned:Lauren Matera's TikTok accountHomesnap on TikTok

Today we talk to Anthony Mann, president of A Social Strategy, about COVID: how it has changed agent behavior and which changes will last. We cover in-person meetings, offices, remote signatures, lead gen and this crazy market.Links mentioned:OfferUpTikTokClubhouse

Today we're talking to Gus Munoz Castro of Power ISA about best practices for using Facebook for lead generation:Don't approach Facebook like you approach your database - it's a different animal.Facebook is "interruption marketing" - you're catching them while they are doing something else - and the typical Facebook buyer is 6-12 months out from a home search.Facebook ads can start generating responses immediatelyFacebook lends itself best to buyer leadsGive your leads the opportunity to respond to youOffer "massive value"Take advantage of Facebook's paid ads to get to more relevant leadsUse the power of Facebook GroupsLinks mentioned:Among UsCall Of DutyPower ISA on Facebook

Today we talk to Joe Rand, Chief Creative Officer for Howard Hanna | Rand Realty about how to harness the intimacy of digital marketing to communicate meaningfully with the right audiences. We talk about many things, including:What "relevant content of value" actually is The goal of real estate marketing (Hint: All marketing is branding)The marketing that stops Joe in his tracksHow to use humor in your marketingWhy Joe doesn't use any apps

Today we talk to Victoria Kennedy, CEO of Victorious PR in Las Vegas, NV about easy strategies to kickstart or refresh your marketing:Choose organic over generic every timeUse your social media profiles as a sales funnelSet up systems to build your lead flowFocus on one activity and do it consistentlyPitch yourself to local press outletsSet up your Google My Business profile (or do it through Homesnap!)Links mentioned:TikTokSleep Cycle

This is the 150th episode of The Snapshot! To commemorate this milestone, we looked back over the last 150 episodes and identified five key themes that have come up again and again on the show. We also picked some of our favorite guest soundbites that support those themes. Specifically, we discuss why:Social media is a long gameProviding relevant content of value builds relationships with audiencesSocial media personalizes agentsVideo is key to real estate marketingLocal content is golden for real estate agentsThank you to the 149 amazing guests who have come on the Snapshot over the last 4 years, and to the people who tune in to listen to the shows! Here's to 150 more episodes!

We talk to Wendy Walker, Managing Director of Wendy Walker Fine Properties at The Agency in Scottsdale, AZ about how to have consistent branding across digital properties. We discuss getting started with a logo, developing messaging and then using digital platforms to reach their distinct audiences. and measuring the impact of social media content. We also do a deep dive on LinkedIn and how it has helped Wendy build business.Links mentioned:CalmAudibleCrystalWendy Walker on InstagramWendy Walker on Facebook

We talk to Arvin Haddad, Senior Estates Director and Broker-Associate at The Agency Beverly Hills and co-star of CNBC's Listing Impossible, about how to strike the right balance between personal and professional content on social media. We cover political views, dealing with posts you regret, and how to determine what's going to resonate with your audience.Links mentioned:CalmArvin Haddad Instagram

We talk to James Schwartz, VP of Marketing at RE/MAX, about how RE/MAX supports its agents through technology for marketing, recruiting, lead gen and client service. James' best advice for agents: nurture relationships with customers through nuanced content that expresses the agent's value and connects with the audience.Links mentioned:RE/MAX MegaphoneCalmApple Fitness app

We talk to Kendall Bonner, broker-owner of Re/MAX Capital Realty in Tampa, about why video, and in particular personalized video, is so effective for real estate marketing. Bonner explains what 1:1 video marketing is and when agents should use it. She also shares best practices for creating these videos, including which platforms and devices to use, lighting and script. It's all about building personal relationships and connections through authentic video, and Bonner will tell you how to do it.Links mentioned:Bomb BombBigVuYayTextThe Bible appQBlockToy BlastImprove Your Hustle podcast

In this episode, we talk about digital assistants with Justin Nelson, the CEO of Sphere Rocket, a company that trains digital assistants and hires them for real estate agents. We cover who should consider hiring a virtual assistant, what a virtual assistant actually does, and the difference between a virtual assistant and a transaction coordinator. We also talk very specifically about how to use a digital assistant most effectively for marketing.Links mentioned:AsanaSlackScreenshot Monitor

We talk to Kassidy Paine, a broker with Century 21 Reed Baugher Realty in Litchfield, IL, about her use of TikTok, Facebook and other social media platforms, and how she has built up a millennial client base. We discuss her different audiences on each platform and how Kassidy adapts the content she posts on them to match the audience. We also talk specifically about what Kassidy has learned from using TIkTok, where she has found a lot of followers who are not teenagers. She treats it as an informative channel where she shares tips and information about real estate. She has also gotten a lot of referral income from TikTok.Links mentioned:Kassidy on TikTokKassidy on Facebook

We talk to Homesnap Content Marketing Manager, Matt Kane, about why having a high Google rank is so important and how agents can boost their ranking. Matt explains how the Google algorithm chooses who to feature in its results and how searchers find their way to agents. This Homesnap white paper breaks down the results agents can expect to see on Google after enrolling in Homesnap Pro+, which creates and maintains Google business profiles on their behalf. We also cover social proof and the importance of reviews.LINKS MENTIONED: The Homesnap blogHomesnap Pro+Homesnap white paper on digital reachSpotifyPokerrrr2

NOTE: This episode was recorded in June 2020.This week we talk to Jackson Wilkey, a YouTube marketing pro (and former agent) about how he went all in on video and SEO to build an audience and a brand in his new city of Portland, OR. He shares very concrete tips about how to record, title, tag, and promote your videos to get the biggest reach and inspire action from your audience. The three essential videos you have to create? 1) Pros/cons of living in your market; 2) Cost of living in your market; 3) Top 5 neighborhoods in your market.Links mentioned in this show:TubeBuddy.comPicMonkeyThe YouTube Agents - Channel JunkiesLiving in Portland Oregon Youtube Channel

We head to sunny skies in this episode, when we talk to Ian Hurdle, Founder & Director of The Agency's office in Turks and Caicos, where he is responsible for developing the brand across the Caribbean. We discuss the current market in the Caribbean - pandemic hideaway, anyone? - and how they kept transactions going when islands were closed to foreign visitors. We also talk about how Ian has worked with influencers to bring attention to The Agency and its listings. Ian also explains "the laptop lifestyle" and how people are achieving it in the Caribbean.Links mentioned:Matterport 3D ToursCalmDuolingo

We talk with Heather Colby, the Chief Marketing & Technology Officer (CMTO) at ERA Grizzard Real Estate in Orlando and the host of the Ideas for Real Estate podcast, about Instagram - again! We cover why Instagram is a great place to build a personal brand, as well as tips for getting the most out of the platform: Be someone that others want to follow. Ask who am I, who do I want to connect with, and where do we meet?Be thoughtful and purposeful about what you post - homes, real estate content, local living, personal brandingCome from a place of service, not sellingLook for genuine engagement rather than chasing likes. Always comment with at least 4 words!Links mentioned:Heather Colby on Instagram LightroomCanvaLoom

We welcome back Nicole Solari, managing broker of Level Up Realty in Fairfield, CA, to talk about virtual home tours and how to give homebuyers the best experience. We cover the purpose of the tour, how realistic the tour should be (very!), and lots of tips for creating a virtual tour that will find the right buyer.Links mentioned:The Solari Group on Facebook5-0 Radio Police Scanner AppSpotify

(Note: This episode was recorded before the COVID-19 quarantine.)We talk to Roh Habibi, Broker Associate at Golden Gate Sotheby's International Realty in San Francisco, about contact databases, why they matter and what should be in them (hint: be authentic and send relevant content of value). We also cover:The importance of a decent newsletter When to reach out to the people in your databaseHow many people should be in your databaseHow to track and measure the success of your emailsHow to segment your audience into different categoriesLinks mentioned:Roh on Instagram

We talk to Mauricio Umansky, Founder and CEO of The Agency in LA, about the impact of the coronavirus on The Agency and the real estate market. We cover the 2020 buyer, how to manage a company remotely, his thoughts on working from home and what buyers are looking for post-March. Mauricio also shares the one marketing tactic that has made the most difference in building his brand. Also, the most effective way to reach the high end buyer? Email. And there is no substitute for simply picking up the phone.

We talk to Teresa King Kinney (CEO) and Deborah Boza-Valledor (COO & CMO) of Miami Realtors, the large and diverse MLS serving the Miami area, about what agents should be doing to keep their skills sharp and their clients engaged. We discuss how they are managing their organization through the COVID-19 pandemic and the services they have implemented for their members to help facilitate showings and transactions. This is a great time for agents to take advantage of all offered training and stay in touch with their clients.Links mentioned:eProperty WatchRE TechnologyInman SelectHomesnap StoriesCalm appRandomActsOfKindness.org

We talk to Santiago Arana of The Agency in LA about how coronavirus is impacting the practice of real estate in Southern California, from the homes his clients are looking for to how they are searching. He’s been using video a lot over the last few months not only to showcase homes but also to connect with and inspire agents and help them manage the pandemic. Listen also for tips about how to stay in touch with your sphere during this time.Links mentioned:Tony Robbins Breakthrough AppCalmWim Hof Method Breathing AppThe Agency app

(Episode recorded 5/14/20) We talk to Greg McDaniel, agent with EXP Realty and co-host of Real Estate Uncensored about the power of video during the pandemic. Greg shares ideas for video content to connect with your audience and sphere, as well as the tech tools you need to create quality video content.Links mentioned:Neighborhood ScoutRealty Times Consumer AdviceRode SmartLavDJI Osmo 3 GimbalLandGlide Marco PoloMobile PassportMixCamCalm

In an episode recorded at the beginning of quarantine, we talk to Josh McFall and Daniela Perallon, the CEO and advocacy/marketing manager, respectively, for ValleyMLS, the multiple listing service for Northern Alabama (Huntsville area). Our focus is on how ValleyMLS is communicating with and marketing to its members during coronavirus and driving consumer search traffic to its website. We talk about avoiding being tone-deaf and arming agents with the tools and encouragement they need to get through challenging times.Links Mentioned: Kindle appGoodreadsHomesnapUdemyMarco PoloJosh McFall LinkedInDaniella Perallon LinkedIn and Instagram

Early in the pandemic, we talked to Justin Bosak, Broker Owner at the Ocean's Six Group in Wall, NJ, about how coronavirus will impact the real estate industry, from what people want in their homes to how agents will market themselves and their clients' homes. Justin shares tips on how to create engaging video content (talk about what you love!) and some other tools that agents need now more than ever.Links mentioned:MatterportRE/MAX MegaphoneGoogle Keep NotesCanvaPhotofyFilmoragoCamScannerFinding Success Podcast

We talk to Katie Lance - for the third time! - about how to keep your marketing going during the coronavirus pandemic. Katie has a lot of advice about types of content that is working right now (video!), as well as how to stay connected with and helpful to your community. We also talk about virtual home tours, what isn't appropriate to share right now, and why getting personal is fine. Are audiences bored? Distracted? In desperate need of something positive? All of the above. Finally, don't forget email marketing and your Google presence - and keep an eye on your longterm video plan.Links mentioned:Be.LiveGet Social Smart AcademyThe Katie Lance Podcast

We talk to Scott Shapiro, Client Partner, Industry Relations at Facebook, about how to use Facebook Live to hold virtual open houses. We cover:1. How to get people to tune in to a virtual open house, and how to repurpose the content you record for later.2. How to create a Facebook Event for your open house.3. How to prepare for your virtual open house, including what to do in the property before you start recording. (Hint: write a script! And test the wifi in advance throughout the house.)4. What a gimbal is and why you need one.5. How to pace the tour and how to craft a story for the house.6. What to do with the video once it's created and the livestream is over.7. How to use this video content for business development beyond selling this one house.Links mentioned:Best practices for Facebook Live Open Houses on the Facebook websiteQuikVideoShopMojo

This week, we talk to Aaron Grushow of Compass LA about how agents can use TikTok to grow their business. We discuss how he expanded from Instagram to TikTok, what he knows about his audience and why agents should jump on now. Agents should also stay on top of TikTok memes and have a good understanding of TikTok etiquette before they jump in. We discuss whether Aaron has gotten leads from the platform (he has) and how his TikTok content interplays with his other social media platforms, especially Instagram. We also talk specifically about using TikTok during COVID-19.Links mentioned:Aaron Grushow on TikTokThe Queen City Realtor on TikTokThe Supreme Agent on TikTokAmy The Realtor on TikTokThe One in BelAir (YouTiube)Billionaire Drone on YouTubePlanner Pro App

NOTE: This episode was recorded before the COVID-19 crisis.We talk to Julie Dey, VP of Marketing at Windermere Real Estate in Seattle, about using Spotify playlists for marketing. Homes provide the soundtrack to our lives, so Windermere brought music to real estate through an active channel that allows audiences to engage with their brands. Windermere agents help curate these lists, which are created for many different contexts and purposes. We discuss how to market the playlists and measure the return. Here are the Windermere playlists on Spotify.Other links mentioned:Weeknight Society

We talk to Pieter Aarts, the CEO and Co-Founder of roOomy, about showing and furnishing homes virtually using CGI, 3D modeling, AR/VR and virtual staging. (This episode was recorded pre-quarantine, but these technologies can be very helpful to agents who can't show homes or hold open houses right now.) Aarts takes us through the different technologies and provides use cases for how they can improve the home search and selling experience. AR and VR are "no longer toys, but tools".

We talk to Miguel Berger, CEO/Co-Founder at Voiceter Pro, about smart speakers and voice marketing. Agents are using Alexa and Google Assistant to access MLS information and deliver flash briefings - short podcasts - to clients. We discuss best practices for creating content for briefings and marketing them to relevant audiences. We also talk about how to adapt voice marketing to real estate, which relies so heavily on visual content.

We talk to content strategist Chris Meyer about best practices for content marketing and SEO for real estate agents. We cover:1. How SEO builds trust and location relevance.2. Which digital content contributes to SEO.3. Why you need to identify your competitive advantage to boost your SEO.4. The importance of turning to your audience to determine your content.5. How to develop a content marketing plan built around what makes you unique.6. How to get the most mileage out of your content.7. Why it's important to be consistent in how frequently you publish.Links mentioned:BuzzsumoCM Business WritingHeadspace LoomAsanaWrikeBasecampOpenSnowChris on Twitter

We talk to Teresa Boardman, broker/owner with Boardman Realty in Saint Paul, MN, about how her blog, St. Paul Real Estate Blog, has evolved over the last 15 years to become her main digital marketing strategy. We discuss:1. How blogs build trust and deliver well-matched client prospects.2. Why you should write for the audience you want.3. How Teresa develops her content calendar.4. The hub and spoke approach to social media content.5. How she measures the impact of the blog.6. What Teresa would do with one extra hour a day to spend on marketing.Links mentioned:MileIQKindle appHomesnap

In this episode, we do a deep dive on Instagram with Jason Cassity of the Compass Cassity Team in San Diego. Jason shares some advanced Instagram strategies and tactics for lead generation.We discuss:1. instagram Stories swipe-up ads, which Jason considers one of the most underpriced digital marketing strategies.2. Whether Instagram Stories have killed Snapchat.3. How to use Instagram to engage with other agents and build a referral pipeline.4. How to use Quick Replies to engage authentically with followers.5. Influencer outreach via Instagram and how to use it to build your network. Links mentioned:Google Calendar appNotes appMeasure appJason's Instagram

We talk to Joel Epstein, host of The Big Joel Show and real estate coach/author, about how to generate inbound interest from your sphere rather than building a business through outbound calls. Some rules of thumb: 1) don't delegate core activities that got you where you are; and 2) don't replace relationships with technology. We also talk about iBuyers, posting personal vs. professional content, and how to capture the hearts and minds of your clients.Links mentioned:Orangetheory FitnessZero Fasting

We talk to Chad Carrodus of Compass-Jere Metcalf Partners in Atlanta, GA about Gen Z and why you should care about reaching them. They may be young, but they are big and believe in home ownership - and they will be buying within the next few years. Chad shares some strategies for connecting with Gen Z, including some surprising advice about digital ads and producing raw, controversial content.Links mentioned:Inman article about three mistakes agents make when marketing to Gen ZTikTokSlackiMessageHomesnapZapier