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better facebook ads strategy

Real Estate Agents Need a Better Facebook Ads Strategy

Real Estate Agents Need a Better Facebook Ads Strategy

This was a Facebook Live video done on the Savvy Agent FB page

Some background:

So, I was on a call with a couple of agents earlier this week and they’re spending pretty decent money with Facebook doing some lead generation ads, I assume, or I guess I shouldn’t assume because it sounded like they didn’t really know what they were doing. One of the real estate agents said, “Well, how do I know if my ads are working? I’m spending $1500 a month, how do I know if it’s working?”

There are many different answers to that question.

This particular person had a marketing person that was in charge of that. The answer for her was, “You need to go to your marketing person and have them explain what the strategy is and if it’s working.”

Personally, I don’t spend $1500 a month on Facebook ads. Actually, I have three or four ads running right now, just promoting listings. It’s a really simple strategy. In the last seven days, I’ve gotten 97 leads and I’ve spent $58.65. That’s pretty good return for the money spent.

But my strategy on that ad is very simple. The ad is basically exactly what I wrote on the MLS listing and it takes them to my IDX website. So, when the visitor is on my website, if they look at more than one picture, it forces them to register. Forced registration and I have their contact info!

Never spend money for someone to go nowhere.

In order for that ad to be profitable, and for me to say, “Yes, my Facebook ads are working,” then I need to get something for that ad.

Before you start any ad campaign, you need to know what you want in the end.

  • Do you want to get people to go to your website?
  • What do you want them to do once they’re on your website?
  • Do you want them to join a buyers group that you have on Facebook?
  • Do you want them to download a guide?
  • What is your ultimate goal?

In this example, my goal was super simple: I want leads on my listings for my team to work.

But, the other agent that we were talking to said, “Well, you know, I do videos, I do this, that, blah, blah, blah.” (Blah’s inserted to abbreviate the conversation.)

Also, she wasn’t really sure of what her overall strategy was. I said, “Oh my God, you have got to stop.” And then I drew a terrible picture. And that terrible picture looked, well, frankly, like female anatomy. It looked like Fallopian tubes!

In the video above, I pre-drew the picture so it’s a much better drawing. This is essentially a funnel: 

Better Facebook Ads Strategy

Not to be confused with a funnel cake, but it’s a SALES funnel.

A sales funnel is essentially the process of you getting strangers into your sales funnel and moving them down the sales pipeline to ultimately buying real estate. This sales funnel is going to be what helps you have a better Facebook ads strategy. It works for all advertising strategies too – not just Facebook ads. 

For example, think of strangers being above the sales funnel. All the people in the world that don’t know you are outside the top of your funnel. So, maybe you upload a real estate video to your Facebook business page.

You want people to watch the video because you want to show them that you’re amazing, naturally. In this example, you would target cold traffic to get people INTO the top of your sales funnel. And, because the people who already know you deserve a different message, right? It’s all in the strategy.

What do you do with someone once they watch a video?

Well, you don’t just forget them. You want them in a video views audience. Then you can serve them another ad after they watch the video. 

And that’s how it goes. You serve another ad to that audience and move them further down the funnel. The whole point is to get strangers into your sales funnel (or what I like to call the circle of trust) and the people interested in doing business with are pushed to the bottom of the sales funnel when they make a purchase. The funnel gets smaller toward the bottom because not every person that gets into your funnel is going to turn into a sale.

And, it’s possible that someone who enters your funnel in 2018 might buy or sell a house with you in 2022. But, you have to have a good strategy to stay at the top of their mind for when they’re ready to do business with you.  

A simple sales funnel example:

Ad 1 – Serve your video as an ad to a cold audience (strangers).

Ad 2 – Then, anyone that watched at least 25% of your video you’re going to serve them a home value ad.

So, if they watch 25% of your initial real estate video, then that might be a sign they’re pretty interested in real estate. Then you want to serve them a very specific ad that has the opportunity for them to take action. In this case we used a home value ad. Once they register with your home value ad – you’ve got their contact info and you’ll work them until they sell! (Or at least put them on a drip campaign.)

This is a pay to play world.

Be strategic with your sales funnel and how you’re going to get them further down the pipeline. Now, of course, not everybody’s going to make it to the bottom of the funnel, so that’s why it gets a little bit smaller, but you can get so much more targeted as you get closer to this buying decision part of the funnel. Once you have this strategy in place, then you can actually say with confidence whether or not you know if you Facebook ads are working.

Today, I have a very simple strategy because I was too lazy to set up a complicated funnel. And well, frankly, maybe it’s not even me being lazy. Maybe it’s just that I’m so darn busy, all I had time for was to throw up those ads.

I want leads on my listings.

Just like you and every other real estate agent out there. And there is nothing wrong with that. It’s effective. I can say that 97 leads for less than $60 in seven days is worth the money.

Before you give Facebook any more money… actually, this rule actually applies for everything.

Before you give Google AdWords money…

Before you give ANY VENDOR any money, make sure you know what you want in return for that money. And then you have something to judge the performance by. You have your baseline expectation and with a little more experience, you’ll have cost per lead, cost per sale, you’ll figure all of those things out. 

The very basic minimum thing that you have to have…

…is a strategy of what you want to happen. Then, you can grade your performance and know ultimately if that money is worth your time or not. You can get a lot more advanced and nerdy about the numbers later, but please: If you don’t know if your ads are working, STOP.

Stop spending that money right now or talk to the marketing person who’s in charge of those ads. Somebody knows. And if that somebody is supposed to be you, shut the ads down and think through it, look at the numbers. You’re a business owner and you deserve to know that your money is being spent wisely so that you know if you should spend more of it or not.

We teach a lot about funnels in Savvy Agent Club. But, if you make sure you have a STRATEGY before spending any advertising dollars, that’s half the battle right there.

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free real estate leads

Get Free Real Estate Leads with Customer Reviews

Get Free Real Estate Leads with Customer Reviews!

Love it or hate it, people are visiting Zillow when they’re in the research phase of their real estate journey. They might be scoping their competition, or they might be looking for an agent. If you don’t have a presence on Zillow, you’re missing out on the potential of getting FREE real estate leads. 

Reasons why I think everyone should collect reviews on their Zillow profile: 

  1. It’s FREE! You don’t have to be a Premier Agent or pay Zillow any money to have reviews.
  2. Zillow is going to get more website visitors than your website, so why not capitalize it?
  3. People will message you directly because they loved your reviews. (Hello, FREE real estate leads?!?!) 
  4. Your competition probably isn’t going to put as much effort into it as you, so you’ll have an edge. 

 
You can, and should, get reviews from these types of clients:

  1. Past clients
  2. People that bought FSBO or some other way without you
  3. People that you showed properties to, but decided not to make a move
  4. Your friends that benefited from your free real estate advice

 
And, if you can think of anyone else, you should totally ask for a review! 
 

Maybe you’ve gotten out of touch with your database. 

Why not re-engage with them with a “hey, I was in your neighborhood the other day and thought of you” message? Then, when they respond, ask for the review. This is a double win because you’re reminding someone you once worked with how amazing you are, and then when you get a review, perfect strangers will also see how awesome you are. Which results in FREE real estate leads. (Isn’t that awesome?)
 

Make getting a review part of your closing system.

We talk about reviews at the very beginning of our relationship with people so they know that this ask is coming at the end. And, when you time it right, they’re usually quite happy to write a glowing review. 

But, does it have to be Zillow? 

You can collect reviews on other sites like Facebook, Google, and I’m sure many others. The key is to get the reviews – and get a lot of them. It’s best if they’re housed somewhere that gets a lot of real estate traffic already so you can get some traction with your reviews. Having the most reviews on www.yourname.com isn’t going to help when you get 7 website visits a month. 

Recycle those reviews!

Finally, you can always copy/paste the reviews you’ve received on Zillow (or any other site) to your own website. So, no matter how someone gets to your website, you’ve got the social proof of your awesomeness at their fingertips! Often times those free real estate leads are going to research the heck out of you so having a solid website in addition to awesome reviews is going to give them more incentive to contact you. 
 
How many reviews do you have today?

Why not set a goal to get 25 more reviews by the end of 2018? 

You can totally do it!

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