Do you have a company Facebook page for your real estate business?
Do you want more than just likes, shares and comments from all of the effort you put into social media?
While it’s nice to see people engaging with your company on social media, engagement alone does not necessarily convert to dollars for your business and you could be missing a big opportunity that does.
In this article, you’ll discover how to generate leads with Facebook Ads and how one agent received 103 prospective seller leads in 7 days with our system.
Every real estate professional knows that prospecting is one of the hardest parts of the job. Whether you are a salesperson, property manager or business owner, chances are you’re always looking for ways to attract people to your business and keep them in love with your brand. It is increasingly harder to get people’s attention, especially on social media, and if all of your competitors are shouting at the same level, in the same places, with the same message (and they are), what makes you any more exciting?
Facebook Ads Manager and Power Editor are powerful tools that enable you to target your content to a very specific audience and turn your social media strategy into measurable dollars for your business.
Below are five tried and tested steps you can take to generate prospective client leads with Facebook Ads that generated 103 prospective client leads in seven days at 80c a lead for one of our clients.
The content examples we’ve used below are targeted specifically to prospective home sellers but you could apply the same steps to other prospective client groups, ie: property investors.
Step #1: Create Inherently Helpful Content – It Must Be Helpful
You only have a split second to get someone’s attention when they are scrolling through their newsfeed on Facebook and while the imagery and text you use is important to capture people’s attention, the content itself needs to be so interesting that people will stop scrolling to learn more about what you have to offer them.
Click For Example
The content we used in this particular campaign for our client was a downloadable e-book similiar to this example we’ve titled “The Complete Guide To Selling Your Property”. It’s 22 pages of helpful information around the process of selling a property and targeted specifically to home sellers.
There is no call to action anywhere in this e-book and no “selling” of the company’s services. Instead, there is helpful information and answers to the questions that most home sellers tend to ask during the process of selling a property.
Step #2: Create A Lead Capture Page
A lead capture page, or landing page, is a page dedicated to the content you have created and hosts information about the content itself and a form where people can type their details in exchange for access to your content. This page should have a clear call to action and the benefits of downloading your FREE content, along with a qualifying question such as: “Would you like someone to call you about selling your property?” This way you will know who your salespeople should be speaking with right now and who you should leave in your trails or regular newsletters to continue nurturing the relationship.
You might need a little help from your web developer to set this up on your own site, or there are many other tools you can try if you would like to have a go at doing this yourself, including:
The design and strategy of your lead capture page is critical and most of the above tools will guide you through the best practice. For this campaign we used a two-step opt-in, which means a registration form is shown when someone clicks on the call-to-action button as opposed to the form being shown on the page itself. This can increase conversion by up to 60%. The form below shows all of the information we asked for.
Step #3: Set Up Your Target Audience In Facebook
As we mentioned above, our target audience for this campaign is home sellers. Things can get a little tricky here if you haven’t played around in the Facebook Ads Manager before and if you don’t have it set up for your business, you should get some help from your web developer or follow the instructions that Facebook provides here.
Once you’re into the Ads Manager, navigate to the Audiences tab on the left-hand side.
For this campaign we set up three audiences:
- Email addresses from their database of people who fit the target audience for the content, ie. Home sellers: Facebook provides you with the ability to upload a .csv file of your email contacts.
- People who have visited their website: Facebook provides you with a tracking pixel you can add to any or all pages of your website so you can retarget people on Facebook’s newsfeed with your ads. You might need some help from your web developer to do this but it is well worth it considering it is the highest converting audience (see below).
- People who are interested in real estate-related pages on Facebook who live in the local area: You have the ability to target people based on a variety of factors including location, their lifestyle interests and certain topics they follow. In this campaign we chose to target people within a 10km radius from the client’s office who were interested in certain real estate-related lifestyle pages, publications and TV shows.
The highest converting audience currently for this campaign is previous website visitors (57%) followed by people interested in real estate-related pages (32%) and database email addresses (11%).
Step #4: Create Your Facebook Ad
When you create your ad in Facebook, you will be asked to choose the objective of your campaign.
For the purpose of our e-book above, we used the Increase Conversions On Your Website objective. After typing in the URL you want people to visit, Facebook will ask you to install a tracking pixel on the “Thank You” page. A “Thank You” page is where people are redirected once they have filled in your form.
While you can simply use the Send People To Your Website objective without having to install a tracking pixel on your site, the method above will give you a more accurate reading of what part of the process needs to be optimised to increase conversions. For example, if you are getting a high number of clicks on your Facebook ad but no one is filling in the form, then certain parts of your landing page might need attention.
Now you’re ready to set up your targeting and how much you want to spend on your ad. The first thing Facebook will ask you to do it select your audience, which is where you will choose the audiences you created in step #3.
Now you’ll need to work out how much you want to spend on your ad and how long you want to run it for.
For the purpose of this campaign, we ran the ad for 14 days at a total of $12 per day ($4 per audience).
The next step is to choose the images you want to show on your ad. You can choose up to six images for your ad, which will rotate automatically, and Facebook will determine which image is working best for you. Watch out for how much text you put in your image as Facebook will only allow images with less than 20% text to be shown.
Not sure if your image has the right amount of text? Use Facebook’s Grid Tool to check.
Now you need to select the text you want on your ad and which devices you want your ad to appear on. You can also add a call-to-action button to entice people to click through to your landing page. For our campaign we chose to show the client’s ad in the newsfeed on desktop and mobile devices, and we used the Download Now call-to-action button.
You are now ready to take your ad live by pressing the ‘Place Order’ button.
Here is an example of what a Facebook ad might look like for our e-book example above:
What our ad might look like on desktop computers What our ad might look like on mobile devices
Step #5: Continue To Optimise Your Ads To Increase Conversion
Facebook ads are not a set-and-forget process. To get the most out of your spend on Facebook ads you need to continually monitor the performance of your ads to determine what is and isn’t working for you. This includes your headlines, images, budget, targeting, call to action and your landing page design.
Using an e-book similar to the example above and following the process we’ve mentioned, our client received 103 prospective seller leads in seven days at a cost of 80c per lead and a total of $81.95 spent on this particular Facebook campaign. Actual results below as at 8/12/14.
- Create Inherently Helpful Content
- Create A Lead Capture Page
- Set Up Your Audience In Facebook Of People You Want To Target
- Create Your Facebook Ad
- Continue To Optimise Your Ads For Conversion
Some believe that re-targeting people who have visited their website with Facebook ads is “stalkerish”. But is it really? Or is it a relief for people who are finally seeing ads that are relevant to them. I will use the data above to argue it’s the latter.
We aren’t proposing that you go and create a beautiful looking e-book that sells your services and then push it out to every person in your local market, we’re talking about a transparent and helpful piece of content that people find genuinely helpful enough to give you their information.
Do you have a question? Leave us a comment below and we’ll be happy to help you.