You’ve covered a lot of ground this month. So far in 2017, your real estate Facebook page has been totally configured and you learned how to set up ads to better reach your audience. Now, it’s time to put your new skills into action. Today I’m going to show you exactly how to make a single Facebook ad that will get you 20+ real estate leads this week.
That’s right. With this single ad you can generate more than 20 leads in the next seven days. This is a proven strategy, so you can trust that it will work for you. Agents like Karin Carr and Brett Muir have used it in their areas and have gotten immediate results!
Whether you’ve been successfully reaching leads on Facebook for years or are ready to dive into your first ad campaign, this is a great place to start! Let’s begin!
Today we’re going to get you 20+ real estate leads by targeting a niche audience. And that audience is going to be buyers looking to purchase foreclosed properties. Now, if this demographic doesn’t fit your client-base, you can always use this formula for another type of target market. Really, this strategy is fail-proof for any specific audience, as long as you know who you’re advertising to.
We’ll go through each of these steps in detail:
- Client Profile
- Your MLS Market
- Creating Your Squeeze Page
- Setting Up Your Facebook Ad
That’s it! You’re just four steps away from capturing quality real estate leads this week. Let’s break down each one of these sections.
Find Your Avatar
The first thing I’d like you to do is spend some time identifying your ideal client for this ad campaign. What does this person look like? Do they work full-time? Have kids? Are they single or married? Homeowners? Renters? How much money do they make? What does this person value? What are their goals?
Use this free worksheet from Digital Marketer to help you out and to get a clearer idea of who you’re advertising to. Your answers may look different than agents in other areas because, of course, every community is unique. That said, there will most likely be some commonalities among buyers interested in purchasing bank-owned properties. It’s those details we’ll compile to create our Facebook ad audience for real estate leads.
Now that you have a better idea of who your audience is, it’s time to round up those properties. Decide on what areas you want to cover and head over to iHomeFinder or your MLS of choice to start creating your list.
You can go big and provide the locations of every single foreclosure listing in your state, or you can narrow the radius a bit and start with the properties in your area. I’d suggest sticking to your immediate area for now and the surrounding counties unless you do business throughout the entire state.
Share The Love To Get Real Estate Leads
Head on over to Facebook and get ready to drive those leads home with an ad! If you haven’t created an ad before, be sure to read this next piece that will take you through the entire setup.
Once you’ve gotten going, let’s jump into creating the best audience for your campaign.
Location, Location, Location
The first thing you’ll notice is that you’ve got four different choices for who to target in your area.
- Everyone in this location
- People who live in this location
- Recently in this location
- Traveling in this location
For now, go ahead and selection the first option, Everyone in this location. Then you can define your area. Select your town or city and choose a radius. The default range is 25 miles, which works for this ad.
Age & Gender
After you finalize your location details, you’ll move to the age range, gender and language(s) of your audience. You don’t have to do much here. I narrowed the age range a bit to target people ages 30-60. If you’re unsure what margin to select here, put 25 for the youngest and leave 65+ as it is.
I also selected English as the language. If you’re in Canada or many parts of the US where Spanish is spoken regularly, you can add French or Spanish to the list. Especially if you are well-known as being a bilingual agent. Otherwise, just select English and move on.
Budget & Schedule
You don’t have to sweat this part too much. For this ad, start with a total budget of just $35.00. Allot $5.00 a day and run the ad for one week only. After all, if it doesn’t work the way you’d like, why waste your valuable marketing dollars?
Navigate to the Detailed Targeting section and select these specifications.
As the neighborhood expert, you know your area better than anyone so feel free to adjust the behaviors or demographics to best suit your audience. If you’re in a low to medium-income area, then a financial range of $50-$75K probably looks pretty good. That said, location depending, you can stretch this to $99K pretty easily. I’d suggest keeping it under $100,00 for now.
On the right hand side of your screen you’ll see a panel for Audience Definition. This will help you gauge your reach for this real estate Facebook ad based on the info we just entered. It will probably look something like this.
390-1,000 people may seem like a small reach compared to other ads you’ve run, but that’s okay. We’re intentionally narrowing this search to reach leads that are mostly likely to follow through and convert. Read this article on follow through and conversion..
Creating The Ad
Next up, you’ll move onto the visual aspects of your ad and writing the actual display text that your leads will see. For this campaign, select Single Image for the format and then upload an image to accompany your ad. You’ll want a photo that is visually appealing and relevant. A picture of a home or ideal neighborhood will both work well. Take a look back at the image you chose for your landing page. See if you can find a similar one, or use the same, for your Facebook ad. It’s important that your ad and Squeeze page present the same information.
Almost there! Upload your image, connect your ad to your real estate agent Facebook page and copy and paste the URL of your Squeeze Page in the Website URL box under the Destination section.
Make Your Mark
Fill out the text boxes to finish your ad. You’ll be able to see exactly how everything will look once the ad goes live.
Grab the attention of your audience with the Headline. Let them know that you’ve got FREE information that is relevant to them. You’ll then expand on this in the Text section.
We’re going to leave the Call To Action as “Learn More” and then click the arrow to expand the Advanced Options. Here, you’ll see News Feed Link Description. You don’t have to fill this out, but the more details you provide upfront the better. You want your landing page to captivate your audience and seal the deal, but it’s best if they already know exactly what they’re getting.
The Final Product
Congratulations! You’re now ready to capture quality real estate leads on Facebook! The finished version of your ad should look similar to this.
What are you waiting for? Go put this into action! And we want to hear back from you after you test this strategy for one week for just $35.00/$5.00 a day. Leave us a link to your Facebook page below or keep us posted in our Beat Zillow group on Facebook.
Want more ad ideas? Check out these five articles all about Facebook advertising!
How’s that for a headline? Adweek recently published this piece to demonstrate just how massive Facebook’s reach is – both paid and organic. This further shows that your audience is out there! You just have to find them.
Business Insider is keeping up with the value of Facebook’s increasingly specific targeting capabilities. Read up on the social media giant’s Dynamic Ads service.
Did this title grab your attention? Mine too. It has little to do with advertising hacks or even real estate, but there’s a lot of valuable information here. What this headline alone tells us is that major areas are using Facebook to up their curb appeal. And they’re doing it through a combination of ads and a powerful endorsement. These are two of the best lead gen sources for you as well. Take note.
No surprise here! Fortune delivers cold hard facts and dollar signs to support Facebook and Google’s rise to digital advertising glory. You can’t argue with these numbers.
Owner & Operator,
The Elite Group
Largest Home Inspection Company in North America
Best Selling Author “Secrets Of Top Producing Real Estate Agents: And How To Duplicate Their Success.”