The Ultimate Guide to Running Successful Facebook Ads
Getting leads in real estate is quite possibly the most challenging part of the business, but smart agents know how to use different lead sources to keep their stream of commissions consistent. One of the best resources to find a buyer and seller leads is by using Facebook ads.
There are two main reasons Facebook is a great source for leads. First, Facebook ads are relatively cheap. Despite the fact that Facebook has been around for a few years now, the social network is still finding its groove when it comes to monetizing their ads. This means buying ads is still relatively cheap when compared to rival services such as Google Adwords. Secondly, the ad targeting is amazing! Facebook has so much information on its users that targeting ads is astonishingly accurate. Every time an individual ‘likes’ a page, Facebook group or post, Facebook uses that data to serve ads back to its users.
Why are Facebook Ads not used as often by Realtors?
Facebook Ads are not used by Realtors because:
a) They do not know about it or they do not care to use it.
b) They ran one Facebook ad campaign did not see results they expected therefore gave up on Facebook Ads.
Here is the important thing to know about Facebook. The ads do work, if you know what you are doing.
There are Realtors who are reeling in dozens of leads per day using Facebook ads. The key reason to these Realtors being successful running Facebook Ads is because they know how to set up ads that convert into real world leads.
That is what we are here to teach you.
Let’s Do a Mock Facebook Ad Campaign Together
Before you start any Facebook ad campaign you need to step back and ask one question:
“What is the action or result I need from these ads?”
You need to clearly define what the goal of your advertisement is before you launch it or else it is guaranteed to fail.
For our mock campaign our end goal is to get first time condo buyer leads in Seattle.
Now let’s go over how your typical Seattle Realtor would set up their ad, and point out why it will not generate as effective results. Firstly, in Facebook you have to set an audience before you can run your ad. Typically Realtors do not even dabble with these settings. Ironically, these are super important and crucial to their ads success. They will usually set the ad to run in the state of Washington and then click “launch ad”.
If you look below this is what a standard Realtor ad might look like:
Now you might be looking at that ad and debate whether there is a need to improve the ad. Well to the average user, the ad looks acceptable, but to a seasoned marketer there are quite a few things that could use improvement with this particular ad.
The Ad Copy is too Vague – It does not communicate any value to the prospective customer. If anything it scares them because they know if they call that number they will most likely get hit with a hard sales pitch.
Horrible Choice for an Ad Photo – Why? It is horrible because it is a house, and you are trying to sell people condos! Also to top that off it is some generic stock photo, people do not trust stock photos when they are so obvious.
Ad Targeting Could Be A Lot Better – Targeting all of Washington is too broad. It is not about paying to get your ad in front of everyone, it is about getting your ad in front of the right people.
So What Should a Proper Facebook Ad Look Like?
This is how a volume selling Realtor would set up their Facebook ad!
Changed Realtor Name in The Title – We put “Seattle Condo Expert” in front of the actual Realtors name. The reason we did this is because when Facebook users see the ad they will read about condo expert before a random person’s name they do not know. This also provides an element of credibility for the Realtor.
Super Optimized Ad Image – We created an image that shows both Seattle and a condo building. Having the background image of Seattle helps users know this ad is local and relevant to them. Taking this theory one step further we added a Seattle caption in the top right corner. Now when Seattle users are scrolling their news feed, it is hard for them not to stop and read an ad that is so relevant to their location.
Adding The Value & The Bait – By offering users a free special report you are providing them value by giving them information they could use. Not only that, but you are building creditability and rapport with them by providing them quality information upfront before asking for their business. The first ad never provided the user any real benefit, so users were unlikely to engage with the ad.
Ad Targeting – Now with targeting this ad, we would go beyond just running this ad just in Washington. We would most likely run the ad in Seattle with a 50 mile radius around the city that the ad would appear (you can set this up in the location settings in the ad). In addition, we would change the age groups to match our key demographic. Facebook Automatically sets ads to target 13 year olds and up. Let’s face it no 13 year old is buying your Seattle condo! So you can see how important it is to change the default ad settings to match your audience. With an ad like this it would be wise to set the ad to reach users 21 and older.
Using The Power of Red – It is statistically proven that your eyes are more attracted to the color red (don’t believe us? Google it). Smart marketers use this to their advantage when running ads online. When you run a Facebook ad with a red border it is way more likely to stick out like a soar thumb in the news feed. Try and use a red border or bright red imagery in your ads whenever possible.
2 Bonus Tips – It’s Your Lucky Day!
1) Use your real estate sales database to find the age demographics that are most likely to respond to your ad. Pull up all the condo sales that fit your profile for “first time condo buyer” and examine the buyers. For example do all first time condo buyers in seattle tend to be between the ages of 25-35? If so, take that information and plug it into your Facebook ad targeting. Your MLS sales database contains a gold mine of information. You can use this information to target your ads with impeccable accuracy. Just make sure you look through an adequate amount of sales data to establish your buyer or seller profile.
2) Where your ad links to is a huge part of having a successful Facebook campaign. If your ad links to your homepage where there is no relevant content to your ad you will have no leads come through. In Theory, for most ads you run on Facebook you want to create a blog post or page on your website that will act as a landing page for the visitors who click your Facebook ad. For example with this ad, you would ideally want to set up a blog post with your special report on it. But on your blog post perhaps you only reveal one of the three condo buildings in the report. Then at the bottom have a message that says “please e-mail firstname.lastname@example.org” for the full report. Then when the leads e-mail you asking you for the full report, send it over to them and introduce yourself.
Key Take Aways:
1) Clearly define what result you need from your ad before you run it.
2) Always brand yourself as an expert or specialist (especially in your online ads)
3) Always use images that relate to the users location
4) Do not be afraid to use location captions, flags, maps, etc. Make your ad as visually local as possible!
5) Do not let Facebook decide your target audience. You should know who is most likely to respond to these ads – Target those people specifically.
6) Do not spam people, but instead offer them value through your advertisements. Less of the ‘Call Me Now’ and more of ‘Hear is some useful information for you’
7) Create a relevant landing page or blog post for each of your Facebook ads in order to increase each ads effectiveness.
Now if you thought this Facebook lead generation training was really helpful, you should definitely consider reading our full training course. Learn a lot more about other online and offline lead generation techniques, marketing tips, and sales training. This type of information is what we teach agents inside our training, because having this type of knowledge is what can take a regular agent and turn them into a volume selling agent.
We will soon be sending out a FREE ‘Advanced Guide’ to Facebook ads to all members who have already downloaded our premium training.
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