If you’re not doing Facebook ads for lead gen–you should be!
After extensive research of all lead-gen advertising platforms (including Google PPC, Facebook, Twitter, LinkedIn and more) the strong heavyweight is Facebook ads. While many Realtors are or have tried Facebook ads…many aren’t doing it strategically. Don’t feel bad–we couldn’t sell a house to save our lives; we’re good at website and lead gen.
Most Realtors we talk to are using the same strategy when it comes to Facebook ads…they are either boosting posts or doing ads in the Ad Manager, and the ads are listings, open houses, ‘Hi I’m a Realtor, Call Me’—or home evaluations (but much like many of you, if we see another home evaluation ad I’ll jump out the window).
Our strategy however is more about selling yourself as opposed to learning something about them (like how you can help!) …which is a the more authentic type of advertising that people are looking for online now.
Our ad strategy that focuses on a few things:
#1. It uses the Facebook Lead-Gen ad type to create a customer acquisition cost.
#2. It leverages the Facebook Lead Generation Ad Type in the Facebook Ad Manager to churn out leads
#3. It focuses on the pain point of a demographic.
#1 Lead and Client Acquisition Cost
The Facebook Lead-Gen ad type will rock your world! Many Realtors are currently doing ads based on views, likes and clicks—but at the end of the day if it doesn’t get you people to talk to, then it isn’t productive (as it doesn’t offer ROI). The lead-gen ad type has you paying for what matters…leads to call.
Over time you’ll get your average cost per lead, which you can multiply by how many leads you call to turn into a client. For example, if your average lead cost is $5/lead and you convert roughly 1 in 50 then your client acquisition cost is about $250. You can then build your pipeline based on that client acquisition cost.
#2. The Lead Generation Ad Type
Facebook’s Lead Gen Ad type is an ad type focused on what you want—leads. So instead of getting views, likes and clicks (which at the end of the day don’t matter if you don’t get clients) you get leads.
This ad type turns people into leads right on Facebook, without the need for a landing page. This is helpful because you don’t need to build a landing page, you don’t pay for clicks who never become leads, it often autofills with their correct contact information, and people have more implicit trust with Facebook than they do with your landing page or website (because people are afraid of Realtors).
#3. Demographic Pain Point
Using the pain point of a specific demographic works because it captures people’s attention, gives them a soft in (‘click here for more information’…not ‘call me and book an appointment’)—but most importantly gives you information about a problem they’re having that you can solve for them!
Demographic pain points vary per demographic, but let’s take the downsizer demographic. Their pain point is that they’ve been diligent homeowners for decades but they’re done. They want an easier maintenance home and lifestyle to enjoy their empty nester years. Demographic pain-point targeting creates clients.