Ad Hacks Every Real Estate Agent Should Know | Travis Thom Skip to content

Travis Thom


Ad Hacks Every Real Estate Agent Should Know

Ad Hacks Every Real Estate Agent Should Know

Tristan Ahumada: Hey, everyone! Thank you again for joining us for another great webinar. This is part two. Nick is not on yet. He’ll jump on in a few seconds. But right now, we’ve got Travis Thom who’s incredibly a great friend of ours. And today, he’s going to show us Facebook hacks. I introduce Travis a ton of times. The best way I like introducing him is like this, when I talked to Facebook about Travis, they always say, “Oh, that brilliant guy that does real estate and Facebook, we love that guy and that breaks him all the time. So, that’s Travis, that’s the guy I’m talking about. Travis, do you want to introduce yourself while I bring on Nick?

Travis Thom: Thank you, Tristan. That’s super kind. So, I’m Travis Thom and I am the founder of Elevated REM. Hey, Nick!

Nick Baldwin: What’s up?

Travis Thom: Hey!

Nick Baldwin: Sorry. I was at my day job which was selling houses.

Travis Thom: Right. Got it. You’ve got a closing.

Nick Baldwin: Sorry guys. What’s up?

Tristan Ahumada: We started. He’s introducing himself.

Nick Baldwin: I know. Oh.

 

Travis Thom: Quick intro. I’m Travis Thom. I’m a founder of Elevated REM. We run Facebook marketing campaigns and I am a Facebook strategist and we also own a single property website company as well. Alright. So today, we wanted to cover three rules of thumb and five ad hacks that every real estate should know.

And the three rules of thumb essentially you know there’s lots of different rules of thumb when it comes to Facebook advertising and the different things in play there. Some of these are going to focus on lead ads and some of them are going to be a combination of other types of campaigns.

 

Tristan: Can everyone see you right now? Dude, you’ve got the best reception on earth right now. It’s beautiful.

Travis: Perfect. Perfect.

Tristan: So, somebody asked if this going to be recorded. Yes! We’re going to be recorded.

Travis: All right. If I have the best reception, can you guys hear my cat meowing outside?

Tristan: Yes, we can.

Travis: Okay. Of all the things to happen, let me let him in so he doesn’t just keep annoying me.

Tristan: Oh, poor kitty cat.

Nick: You know, Travis. You know, I don’t appreciate this cruelty to animals, Travis. I really don’t.

Tristan: Isn’t it an indoor. Don’t you live in the desert? That cat should always be in.

Nick: Wait a minute. That’s not a cat. That’s a coyote. If that’s a coyote (inaudible).

 

Travis: Okay. Perfect. All right. Let’s go ahead and dive in here. Alright. Three rules of thumb. So, one of the biggest things that we see is that a lot of people get a little of antsy when they first launched their campaign, and they’d just – if they’re not seeing results right away, they’re not seeing conversions or the click-through rates or the man up leads they want, they start to go in and 24 hours later, changed the ad targeting or they start to mess with the ad copy whatever it might be.

You really wouldn’t even launch your campaign, you don’t want to touch it for three days. You just want to sit on your hands and don’t touch anything because Facebook essentially trying to optimize your ad, trying to find the best audience to match with your targeting and your bidding to pull those people in. So, you need three days to just let it ride out and essentially, the first three days are kind of losing mind. So, just be aware that those first three days you’re running it, it’s probably not going to be the most rewarding 72 hours but then after that, that’s when Facebook is optimized and you can then go back in and if you have let’s say a spelling error or you want to change you know a few different things in there, you can switch it up and start the changes. So, just a good rule of thumb otherwise Facebook will start – you’re going to start and stop and it might mess up your entire campaign.

Second rule of thumb. All websites should have the Facebook ad pixel. This is really key right now for a few different reasons. The basic pixel, if you haven’t installed it yet, please do so because the basic pixel allows you to build retargeting audiences, if anyone visits your landing pages or websites where your pixel is installed, you can run ads based on the pixel dedicated to the traffic and the various different things that that it does. Another big thing is Facebook recently about 45 days ago updated the pixel, a big update where they added automatically micro data into it. Now, micro data is into the actual Facebook graph. So, what it’s doing is it’s pulling information from your website, the actual micro data. So, the behavior that people take on your website, are they clicking a button, did they scroll you know past 30 percent of the page going down, what other forms did they enter. So, it’s looking for all this information aggregating and setting up back to Facebook  to truly just optimize your campaigns so you can get a higher conversion rate. So, if it’s going to your landing page, it’s looking at the exact actions people are taking on your landing page that if they bounce out sooner, what’s the load time, you know what’s the actual actions that they’re taking and then they will serve that data back in Facebook to your campaign and optimize the ad in the best way. So, Facebook pixel has been making some big updates and that behavioral you know the updates to be able to really see exactly what people are doing, make sure you have it installed. That update isn’t something that you needed to do, it’s automatically done to your pixel if you have installed your pixel I believe it was past April 20th to make sure that you have an update pixel. Go ahead and just check on it and make sure that it’s running now.

The third one, 8,000 impressions. You need to wait until your ad has reached eight thousand impressions before scaling your ad and what I mean by that is a lot of people, they will start to run an ad campaign, let’s say a Facebook lead ad whether generating leads and they’re spending five to seven dollars a day and then now, you know, they’ve had maybe  a thousand or two thousand impressions and they say, “You know, what I’ve gotten about you know twenty five to thirty leads, I want to get more. I’m going to spend more money on it.” Well, if you start to then increase that budget too soon, if you go from seven dollars a day to twenty-five dollars a day, people may have maybe two thousand impressions then Facebook doesn’t have enough data, it doesn’t have data to really optimize your campaign and it could just go to a completely different direction. But they’re trying to find the best prospects in your audience that are going to take the specific actions that you have optimized your ad to take let’s say for at least Facebook ad form for them to fill it out. Right?

 

Tristan: So, Travis? In regards to that, are you saying that we need to wait until we get about 8000 or over 8000 and so that we have a better reach only or what else does this do?

Travis: So, what this does is not just a better reach but just a better campaign because Facebook doesn’t have enough data, it’s still unstable. So below 8000, the data that it’s pulling in is still pretty unstable. So, if you start to add more money to it, you’re placing a bet on an audience that may not be completely proven yet and then they’ll start to push out the reach further faster to an audience that hasn’t necessarily proved itself just yet within that but if we passed the impressions then we’ll say, “Alright, we found the perfect audience for you, right prospects exactly for you ad campaign and then now, go ahead and spend and scale your ad at about 25 dollars or 50 dollars whatever might it be.

Tristan: Got it. So then, once we hit 8000 then we run the whole campaign that’s awesome, we can then go and turn around and have a look-alike audience right after this because this one did really well.

Travis: Right. If this audience did really well, you know, then you can, there’s certain things you can do let’s say with the people that visited that specific lead ad then you can create a custom audience from people that have interactive with that lead ad, that have opened it or opened it and gone through, and then you can create a custom audience from there and then possibly a look-alike audience on top of that.

Tristan: Cool.

 

Travis: We’ve got out of the way. Five Ad Hacks. Alright. So, this one is covering Geofencing.

And geofencing is essentially dropping a pin inside Facebook in the ad manager right in the actual ad. Drop a pin inside a certain location and then target that audience. So, a specific actual property address and drop a pin and then start to develop the campaign around the people that they’re going to be. This would let’s say you know target leads based on their geographic be like the open houses, it might new construction developments and we’ve done that recently where there’s a new construction development of let’s say that you have 700 homes or thousand plus homes being built in there, under construction, there’s some model homes, there’s traffic, there’s actual real people traffic being driven around inside developments that they’re looking at these homes, you can take the property address of one of these homes or the development, drop a pin on top of it in Facebook ad targeting and then get the better one mile radius and then start to segment the audience that people are interested in buying new homes, buying house, people who have looked at Zillow, they’re likely to move and that maybe you know within a certain income range. Those are behavioral habits then based on their actual geographic behavior, your geofencing kind of circling around them to then actually target and serve up an ad. So, once they drive through that development, Facebook is using geolocation based on their mobile phone and tagging them so then later on maybe they go home, they jump on the couch, they’ve opened up the phone then they’ll see your ad for you know “Hey. Looking for a new home? Download the list of all the new constructions homes available in your area at this price range.” Same thing with the home improvement, right. Some homeowners might be getting their house ready to sell and they want to, you know, do some new painting, some curb appeal to loosen up the house or they might you know, new hardwood floors, whatever it might be, you can target people going to Home Depot that are homeowners and their behavioral habits.

 

Nick: Can I make a comment? So, the geo-targeting is that what it is? What is it called?

Travis: Geofencing.

Nick: Right. I mean that I find that those are fantastic for just sold but you know if you’re really consistent with that like you drop a pin you know on a home in an area that you want to farm and them go out like a mile or two, you know, and you target though that area consistent with your new listings, your just sold, you know, blogs or just information or videos you know whatever the case maybe and you just continuously farm that area on Facebook, it’s going to really pay off. I mean that stuff just, you know, you’re just going to be top of mind all the time for that neighborhood.

 

Travis: Exactly, exactly and there’s a few different ways to do it. Right? There’s people that are traveling through the area or people have recently moved to the area or people live in the area. So, it depends on how you’re doing it both for like Nick, your strategy like open houses those kinds of things is a great way do it if you tag people that recently are going through the area as well right based on their habits there. So, this is going to give you a small breakdown of what that would look like.

Tristan: Travis. Before you go, somebody has a question here.

Travis: Please.

Tristan: It’s more of a comment slash question. This is Albert Vasquez who’s asking: “Regarding geofencing targeting, I feel Facebook is limited. I can’t really target down a certain area because it gives me a one-mile radius around the area and that’s too far out and what do you have to say to that?”

Nick: I think you can do a half a mile right?

Travis: Yeah. It crunches it down just to a mile, unfortunately. That’s the tricky – is that you can target a certain location and there are some limitations with that right because there’s that one-mile radius (inaudible)

Tristan: Well, I think it’s doing that because you really need a lot of people to make this work, right? So, the thing there is going down to what a block, how much are you really going to get from there?

 

Travis: If you have some specific data prior to this, let’s say you are trying to target then only one part of a subdivision, right, a really small community and if have data let’s say from Cole Realty Resource right or some sort of data you know about neighborhoods, you could potentially create custom audiences of all the areas around that within the one-mile radius of the certain neighborhood or community and then create custom audiences and then exclude those audiences from there. However, it is still pretty tricky because there’s some overlap and sometimes the data is not as spot-on as it is. This kind of strategy is typically for people that are going to be traveling through a certain area at a certain point of time-based on an actual behavior or habit that they’re taking that indicates their effective action as well, right. So, an open house, they’re driving through an open house area within a one-mile radius then you know that might be part of their work routine right, that’s how they get to work or to drop their kids off around there and most people buy within a 12-mile radius of the previous home. So, you know, one mile still sounds kind of big but in the scheme of things you know if there is some overlap and you’re carving the behaviors though saying “I need to be like likely to move or the buyers or homeowners.” It’s really kind of slicing down their habits and interests in order to try to get a specific type of audience that you can. So, there’s a lot of work into it and it’s not a perfect science but mainly for, let’s say people taking action based on their geolocation habits.

 

Tristan: Two questions, Travis. One – Philip (inaudible) Melissa, I’m sorry if I screwed that up Philip but he’s saying, “This is awesome! You can use it to target a convention in town like a new homes convention but doesn’t this get you to too few impressions, let’s say, over a weekend event to get the 10k minimum that you were talking about from the last webinar.

Travis: Oh, you know, that 10k minimum of actual ad spent for like a lead ad form.

Tristan: Yeah.

Travis: Well, there’s different types of ways to do it right. So, you’re, it’s going to get too deep into. There’s CPM and then there’s oCPM and depends on the campaign objective that you’re trying to choose. So, if you have a link click ad that would be going to a landing page or it’s like, for this one example, right, this text preview, we have a shortcode here ever using call to action. This would be more on reach which is not an oCPM which is cost per thousand per mile for impression. So, in your objective and what you’re trying to have happened but you do want to run that campaign you know in a certain period of time and dedicate a budget to it but you really need to understand if is it reach or is it a link click ad or if it’s a lead ad form. You know, the 10,000 rule for audience size is really just more about cost and so, it’s going to cost more if you’re having an audience that’s less than 10,000 but you know it’s going to necessarily be harmful if you do get you know a buyer lead out of it that turns into a sale, you have to really need to figure out your return of investment on that just worked.

Tristan: All right. And then Jeffrey Thompson. What’s up Jeffrey? He has a question. When you’re dealing with rural America and whole villages, town, they’re only giving you twenty-five hundred total Facebook users, any suggestions on how to maximize this as an entire count can give twenty-one thousand to twenty-five thousand people only. That was Jeffrey. Jeffrey, my suggestion is to move. Travis, what do you say?

Nick. Yeah. Get out of that town.

Travis: My suggestion would be creative with your marketing objective. So, I would look at reach as a marketing objective. So, when you start a campaign when I said marketing objective when you start a campaign in Facebook ad manager, you have choices for your actual objectives, you have brand awareness, you’ve reached and you have traffic you know, you use lead generation right from Facebook lead ad forms and then conversions. Well, reach is going to be based on more getting you that most amount of views, most amount of impressions so that’s going to be more optimized for people actually to see that you’re doing, so you may want to have some sort of text code or call to action on the actual ad because you’re getting more impressions, getting more people to see it, getting to see and click on it. Ideally, it’d be pretty quick on it to be optimized for that but at least you can target that small area and get the most amount of impressions pretty quickly. So, it depends on what, I would just say use something like brand awareness or reach to be more creative about that then use some sort of creativity inside the ad copy.

Tristan: Great! And one thing I’m going to interrupt you on only because Nick and I have done this in the past. An anonymous attendee whoever that would be out there is asking.

Nick: Did somebody submit a question as anonymous?

Tristan: Yeah. A little bit.

Nick: You know, they don’t want us to know what they are. Okay. Got it.

Tristan: Would targeting expires with ad copy slash landing page, would that – let’s see, have you tried selling your home in the past that type of thing or something similar, do you think that would be too stalkerish? Nick, I’m going to let you answer that because we’ve been doing it for a long time.

Nick: I mean, there’s a couple of things with targeting expires. I kind of stopped doing it because I actually think it might violate the Terms of Service but you know, what do you think, Travis? Does it? I’m not sure 100 percent.

Travis: To me, you know, I’ve been there with you guys when he talked about it.

Nick: Yeah. So, I think Facebook may have changed their TOS were like you can’t, you’re up really. I mean, you can but you’re not supposed to upload a database that has opted out already with you. So, I think that’s like, that might be a gray area. I think we used to believe Okay but I feel like they changed their TOS just to protect some of their users but.

Tristan: The data they’re getting is from Red X so what we’re doing Nick which is the custom audience right uploading a whole bunch of expireds for like the last year then having an ad copy saying “Hey, find out why your home didn’t sell!” Right?

Nick: Right, right. I don’t’ think it’s creepy. I mean.

Tristan: I don’t think it’s creepy either.

Nick: I mean, I think that people just don’t think about whether things are creepy anymore, you know what I mean? I think that.

Tristan: As soon as Amazon started following me around right with the pair of shoes that I really wanted I mean, it stopped being creepy at that point.

Nick: It blows my mind sometimes. People think “Oh my gosh! I was just on Amazon looking for diapers and now they’re telling you about diapers. I mean, it’s just the way it is. I mean, that you as long as the only way to avoid that is if you always sign out of Facebook every time you go to a different website as long as your Facebook is open which it is all day. Nobody’s Facebook open all day, you’re searching that’s why I think. Travis (inaudible) that’s why Facebook knows whether or not you’re likely to move right as if your Facebook is open and you’re searching for homes on another website, it keeps, (knows?) that?

Travis: Exactly. You’re right. It listens to your phone conversations. It listens to your actual conversations via messenger.

Nick: Oh, I got you.

Travis: It reads your conversations via messenger, your browsing habits, you know, things you’re looking at Facebook. So, yeah and that’s the part of the Facebook algorithm right which is a bare bidding effective action and the relevancy. The effective action part is really understanding what the next effective action is are these people going to take in the process in Facebook, right. Are they looking for a house or they’re going to buy or not? So, you know, today’s Anonymous’ question, is it creepy or what? I think we have to look at the world today and say that the most annoying thing to most people inside of the web is an ad that’s not relevant to them.

Nick: That’s true. That’s annoying.

Travis: People hate that more than actually hate advertising. So, the hyper-relevance to them is going to be something that I go, “Oh wow, that’s yeah, that’s right, I was actually thinking about going to Fiji.” Right? You know, whatever it might be. So that’s, yeah, the answer to that question, that’s a great question for Nick and Tristan because they’ve done it a lot of times but no. I don’t think it’s good. Alright.

Blockbuster Be Backs. So, this is a strategy that you can use with video ad retargeting viewers. What this is, is you’re going to be running an ad and Nick I thought of you with this one.

 

Nick: You did?

Travis: I did, the whole time.

Nick: I am honored.

 

Travis: With this strategy, you’re running a video and your (deal?) in this video is like a community video or market update or just listed property or just sold, whatever it might be and video is huge right now. Facebook is loving video. You’re going to be running a video campaign to a large target audience to a large market and it needs to be specific either fall under some sort of buyer category or seller category and then you know does your targeting, right, to be relevant to the audience. Now, if you’re running this type of campaign maybe it’s gone for a week or two weeks – go back and build a custom audience for people have watched over 60 or 75 percent of the video.

 

Nick: That’s a great idea.

Travis: And if people have watched over 75 plus percent of the video that means that they’re interested and kind of your KPI right, as a key point indicator that they are a prospect, that’s probably warm because they’ve watched all of it, they were interested and they got to the end.

Nick: So, Travis. Let me ask you a question. My last video that I ran which is my community video and I sponsored it. We had about 2,000 views through the sponsored post. So, how do I find out who watched over 60 percent of it.

Travis: Who is kind of tricky but.

Nick: Not who but how do I tell Facebook to target those people.

Travis: You would create a custom audience in your ad manager.

Nick: Do you just target them?

Travis: Basically, you go the Facebook engagement and then Facebook engagement will then open up to your business page then it has a library of videos you ran.

Nick: Okay. That’s awesome.

Travis: And you choose the video and then you select it, did they watch 10 percent or 75 or more percent.

Nick: Oh, that’s amazing. Okay. Great.

Travis: That’s for Facebook posts right in your videos and also then your actual ad video, ad video views. Ideally with this, if you would then take that audience and create a campaign to then target that audience with the new ad and so you know if it’s for sellers, right, if the original video was more seller-centric then you might want to have a Facebook lead ad that targets that audience that would be something about you know download or market report or a seller’s guide or whatever might be that would be hyper-relevant to sellers and the same thing with buyers, right, same thing there.

 

Nick: Great idea.

Travis: There’s a good little thing about how you would do that under video views that’s how you would launch that. And I think we’re going to give away these slides to everyone so they can have these little shortcut videos that would show them exactly what that.

Tristan: Nice.

 

Travis: Facebook Messenger Bot.

Nick: Oh yeah. I’m excited. This is why I’m here.

Travis: Nick’s going to create a video on this soon. Right, Nick?

Nick: Oh now, I clearly am.

Travis: So, the Facebook messenger bot is kind of an (untapped?) lead generation strategy and it’s really been some of the bigger companies. It’s been doing it in airline companies and now it’s really spreading pretty fast. I’ve been doing it for my business, you know, for Facebook advertising and you know with two and a half months now I believe as of today – I’ve had over 200, I think, sorry, 217 actual conversions where people then convert to talk to me and schedule an appointment where I’m sending traffic to an actual ad and then they talk to my bot, have a conversation, set up an appointment and talk to them and we’re (sending rules) out to a few more clients and show them and I’ve seen a few other people outside. Elsa in the real estate industry starts to adapt and create this. And so, it’s a great way to engage in conversation and to delight people. So, a Facebook messenger bot essentially, you’re going to create an ad. Well, first you’re going to create your bot, run an ad driving traffic to that. Part of the beauty of it, right, is that it answers messages for you, it creates this engagement and this kind of delightfulness out of going back and forth and people want to know well what’s going to happen next so they keep engaging with it and it is, this special rapport that you get to curate this environment, you get to curate questions and answers, write what to say and do and then eventually drive them to a conversion to a set up a buyer consultation, a seller’s consultation, whatever it might be. It can be really  playful or you can be kind of more analytical and say you know what area do you live in and they would type it in and say all right here’s your market report, go ahead and download it here, hey by the way, are you interested in a home evaluation, do you want to talk over the phone or do you want a seller’s consultation or are you thinking about buying or selling and they can then start to build up those that process.

 

Nick: Travis. Quick question about bots. Do you guys hear me by the way?

Tristan: Not at all. I can’t hear anything. Yeah, I can hear you fine.

Nick: Okay. It’s probably better if you can’t hear me, right? I was going to say, I’m going to ask about bots. So, one, two things you might cover this next – what an ideal Facebook ad look like or a messenger call-to-action right, that’s what you essentially would or have them do, right, like you know what would it be like you know, let us help you in real time or something along those lines, and when your bot interacts with somebody in the conversations over, how do you find, where do you go to find the conversation, you just go to your business page and look at the recent conversations or it’s Facebook notify you in some way.

Travis: Facebook notifies you when someone starts to engage with your bot.

Nick: Oh, okay.

Travis: Travis Thom has started a conversation with Nick’s bot. So, it’ll pop up in your phone and if you have your or if you have downloaded the Facebook pages app to manage your pages, it’ll notify you via text message.

Nick: Oh, okay.

Travis: And then they even can click on that you guys just see people in real time engaging with your bot.

Nick: That’s super cool.

Travis: So, it’s fun. It’s kind of a fun thing to do and then you can jump into a conversation and answer some of their questions. But to answer your question, what does the ad look like – I think that the sky is the limit with different types of call-to-actions you could really have but ideally, you want to have them, you would give them instructions, right?

Nick: Yeah.

Travis: Tristan?

Tristan: Oh good. Thanks, man. I didn’t know you could see my hand. Lisa Contreras is asking a question that everyone is going to (inaudible).

Nick: Hold on one second. I don’t know – I’m just trying to figure out because bots are such a new, I mean they’re so new to Facebook. I’m just trying to figure our how you would explain in an ad to someone that the messenger, go to the messenger button – I’m just trying to figure that out you know, like what would the type of ad copy could be for a buyer or a seller like are you looking for your home, let us help you real time. I’m trying to figure out how you would rephrase that?

Travis: What would it might be – I think you probably want to be, let’s circle back to it. There’s a big competition right now between Facebook lead ads, landing pages and the messenger bots. And each one almost does the same kind of thing in my mind from a conversion optimization standpoint which is that you’re giving away something of value, ideally, right, you’re treating information perfectly. So, if you have an ad that talks about the download, you know the latest market report or you know, how much did this house sell for, take the quiz, you know something like that you’re giving information – so in mine, I would give them away, I give away video strategy. So, you might have something that you’re giving away that they click on it and that they get sent directly then to a message bot.

Tristan: I think running a competition would be great, man. Say hey look guess the price of this home, message me the price that you’re guessing and then they message you over five hundred thousand, three hundred and then you’re running a competition to see who wins and you give away movie tickets or something along the lines with, you really engage with people. Four of the same questions here where you get a Facebook messenger bot, how do you make one, Travis, can you do it for people that’s what people want to know.

 

Travis: I think it so. This is Chat Fuel, right here. There were (shooting in). So, this is Chat Fuel, you can just go and then choose the page that you want to connect to and then you can just go ahead and hit you know, connect page and then it will (instantly push) that to your Business Manager.

So, you log in with your Facebook account, you connect a page and would start to build them. This one, Chat Fuel, you’re going to start with a welcome message and this welcome message is the first thing that they’re going to see when they click on the ad (that’s in) Facebook messenger bot and you can add a GIF here, you can add image, a little video, you can really get pretty dynamic with it – for this example, I’m going to say that let’s say how much did this house sold for, you know, guess your market knowledge and then, you can use a little type thing in here so it has some kind of human element to it, right. People are going to know that this is a bot typically because it’s going to have kind of a question-and-answer thing but you want some sort of familiar fun human element to it. So, you would type the questions like how much you think this is sold for and then you’re going to start to actually have answers that you want to pre-populate. So, you have to work a little backward, you’re going to have to reverse this a little bit. You probably want to because this is a decision a branch tree, right, so there’s a question then question-answer, you know, question, question answer. So, you learn to develop your questions and have those ready. So, this one what I’m doing now, this is the answer right 245,790 – I’m developing the actual answer here and then you know you want to be playful with some of your copy. I didn’t get too in-depth than this one, it’s just kind of a brief example of how you would create it and ideally, you would want to have a question underneath, so you can have buttons, this says add button underneath here, it would be an image, or a chip to be playful.

Tristan: So, this is Chatfuel.com or Chatfuel.co. What is this?

Travis: I think this is Chatfuel.com. You know, this is free up to a hundred thousand people you know, I really sincerely hope that one gets a one hundred thousand people but it’s free up to that point. So, this one, I have the answer here – yahoo, you got it, all right, congrats, you guessed it and then there’s going to be some sort of question answer below that  because you want this to keep cascading eventually into some sort of offer, right, you want to go and then have a decision branch tree, but you know, kind of getting them in, it’s always like a mini funnel right, you’re getting them down down down until you can finally ask, hey do you want to know a home valuation or report, would like to schedule a buyer consultation, whatever it might be. After you’ve promised what you’ve given them and built up a brief kind of Q&A qualifying question then you can start to make some of these offers based on the behavioral habits, right, what they’ve clicked on. It’s a lot of time and work to build it but it is worth it if you do it right. It’s really worth it if you create some great back and forth kind of conversation piece that eventually gets people to convert. A lot of times, people are just going to keep interacting with it because it keeps on answering questions because it’s fun, right.

Tristan: For the bot, can you add your face to it, can you add an icon to it? Some people are asking.

Travis: So yeah, in the bot, you can add – there’s a text gallery if you see here right image, all those things you can add a little photo of yourself. In mine, a little photo of me kind of pops up, you can do a GIF of you, you know a GIF of someone else and mine, several different GIFs of like you know money being tossed in the air and a guy riding a pony. You know, it’s fun. So, just be playful with it but there’s also on the side of keeping the conversation flowing to get to close, right. So, make sure that you’re providing value, pretty good conversation, but then think strategically about what is the content that I’m giving them and then what else what they want based on them that keep answering questions. So, it’s a process but there’s a few different things that kind of take a look at if you wanted to build them. Chat Fuel is one, Many Chat is another thing that’s also free.

 

Tristan: Mini chat like mini chat.

Travis: Many like more. So, Chat Fuel and Many Chat.

Tristan: Oh, Many Chat. I thought it was like mini-me like…

Travis: Those two are great to use. The sky is the limit, really the sky is the limit on these. I recently interacted actually with a bot that it was done so well it was almost kind of freaky, it is promoting a movie and it was about AI intelligence, artificial intelligence. So, they kept having the bot tell the story of like he’s in this laboratory and you know, you have to help him out. It was a brilliant way to promote this movie. There’s so many ways that you can do. It is a time investment and you just got to think about the strategy.

So, the Buyer boomerang, the listing alert retargeting ads. This is one, if you’re promoting a Facebook lead ad, you’re promoting something for them to download a list of homes and let’s say you’re sending them to your website and you have a pixel placed then you run a program that’s next to the ad sort of a carousel ad then go out eventually target those people that have visited your website and then bring them back. And so, this is a carousel ad, the new listing alert – so, it’s saying new listings is probably just out of the market, they’re going to sell soon, don’t miss out and it has some beautiful homes and this carousel ad is going to bring them back to then your property search again. And the reason you want to do this is it’s great to get leads, it’s fun and it’s nice to send them to your website but the majority of time, they’re going to bounce later on, they’re to search and see the homes and then leave and they’re looking on an average you know statistic show looking at six to eight other websites, looking at six to eight other competitors during this time so they’re on your other competitors’ websites or they completely forgot about the properties that you saw or that you showed them online – so want to bring them back with this ad and keep it in-front of them. In that way, you can keep nurturing them – increasing some sort of brand awareness but then you know, the carousel ad is also right now really positioned well inside of Facebook.

It’s getting a lot of preference inside the algorithm to really show to certain people and it gets a high really high click-through rate as well. So, this, you would want to target people who have not revisited your website probably in the last 10-30 days. So, once they haven’t come back to your website last 10 to thirty days, you can segment that audience inside of Facebook going after custom audience under location and target those people. And if going to be back to your website that amount of time, then it’s time to remind them if they’re in the mental phase of looking at homes, you need to bring them back. So, you want to use a diverse group of images, architectural interior, exterior, music carousel ad, great ad copy that’s exciting that create some sort of urgency and then hyperlink that back to your search.

 

 

I’ve talked about scaling in the beginning where it’s like you know you want to make sure that you don’t touch your ads for three days before you optimize and scale, same thing with 8,000 impressions and then scale. So, this one you really want to kind of ditch the drafts and skyrocket the successful ads and really boost, rocket boost. So, what is scaling an ad. Essentially, it’s looking at your ads performance and understanding what ads are winning that could be the number of leads, how many impressions, click-through rate, relevant score, there’s a lot of things to pay attention to. But one of the key things is standing part of the algorithm because Facebook is going to look for if you’ve had about 15-25 (percent of results?) so depending on what kind of an ad objective of those leads, link clicks or conversions or if it’s lead ads then 15 to 25 results from that and then pretty high relevant score and then having that reach 8,000 impressions or more – and then, that’s when you can dedicate more money to scale the ad. So, you can move let’s say 10 dollars a day, now to 15 to 20 dollars a day and then really start to push that up because the algorithm has really tapped into the right prospects. If you start putting more money into it and it hasn’t stabilized yet, the algorithm hasn’t stabilized then you’re basically kind of betting on maybe wrong crowd, maybe you’re saying, well you know, now, I was targeting homeowners or I was targeting people that I think are most likely to buy but I know I need eight thousand impressions but I’ve scaled my ad from 10 dollars to 25 dollars but I only have 600 impressions – well, you know now we’re targeting a whole different group possibly because you’re spending money on that and it’s going to go in the wrong direction. Alright, let’s see here.

 

Tristan: We have a question while you’re switching. Tom (Lonnie?) is asking regarding geotargeting, can I target members of my Facebook HOA that are within the one-mile diameter?

Travis: Well, that they are just a part of the HOA?

Tristan: I’m thinking…

Nick: I guess that depends how big your development is, right? I don’t see why you can’t.

Travis: Yeah. If they live in that same community, you could target them. If you’re talking about just targeting people only on the HOA, that might be difficult without having a way to segment people that are not on the HOA and it also depends on the number, depends on the number of people.

Tristan: Next question. He said the question should be, can I target groups? His HOA group.

Nick: I don’t know. I mean, I think that would be, I think you’d have to have a list.

Tristan: You know, from what I know, I think you have to have the actual information for the people you want to target.

Nick: If you have their email address or phone number or first and last name because that’s a target, that’s a custom audience.

Travis: Right. Right. Yeah. That’s a custom audience.

Nick: Facebook doesn’t know, I mean, they know something and I don’t think there’s any other way to do it other than uploading their info.

Tristan: I’m sure you’ll be able to target Facebook groups in the future but you know, we’ll see.

Nick: Right.

Travis: Have you seen this graph before inside your ad manager?

Nick: Yeah.

Travis: This is probably most people have when they’re creating Facebook lead ads and what you want to look for with graph, you really kind of how to decipher it. If you have a slope about a thirty six degree angle where this ad you know, inside of this campaign, then it’s telling you that the audience and in the ad campaign is scalable meaning that you can really take this from going 15 dollars a day to 30 – 50 dollars a day would increase the leads at the same CPA, at the same cost per acquisition or similar but if it starts to go flat then it means that your cost per click and cost per lead acquisitions is going to be higher. So, that indicates a few different things which is that maybe your audience is not really sustainable, the campaign isn’t sustainable at this, you’ll get some leads out of it but it’s not something you can really scale to really skyrocket to success of it and then if it’s flat-lined or nearly flat-lined then you probably need to go in and take a look at your ad audience and then your negative score and your positive score. Your negative feedback and positive feedback inside of the custom ad manager. If you start to receive negative feedback meaning people are actually clicking on the ad and saying ‘hide this ad from me’ that’s an actual person telling Facebook to do that and it creates a negative score and it paralyzes your ad so then Facebook is going to penalize your relevant score which is going to actually hurt your cost per acquisition inside of your campaign. So, those are the things to take a look at. Alright, that’s it. I’m done.

 

Tristan: Oh good. We have some questions here.

Travis: Okay.

Tristan: Which is better, lifetime budget or per day budget?

Travis: It’s a preference, personal preference but I prefer daily budget because lifetime budget I believe let’s say if you’re running Facebook lead ads and you do a lifetime budget, well then, recently, I saw this where someone’s running a lifetime budget but it was only spending two dollars and 25 cents a day on their campaign – so their reach for that was extremely low and the campaign really wasn’t doing anything right they were not getting results because you’re basing it on lifetime. The benefits of lifetime, the only benefits that I see is going and changing the ad scheduling from saying well I want to target people from 9 PM to midnight but no others or I want to target people from 9 AM to 11 PM and then no one beyond that. So, it’s kind of a cost savings for that but you need to make sure that you have enough budget in there in a lifetime to make sure that your daily spend is high enough to really actually achieve enough reach to generate enough leads. But I personally like daily more because it’s a lot more flexible to play with.

Nick: Yes. You mentioned about the lifetime budget and the scheduling on when your posts are seen and not seen but I think you know, I agree with a lot of what you just said. For me, I would love to be able to target commuters right. So, I’m in a big commuter area where people are on the train or the bus going from New Jersey to Manhattan and between rush hour like you know 7 in the morning to 9 in the morning and then like 6 at night to 9 at night because they’re on their phones, they’re on the bus or the train – so that’s a great time to target buyers and potential sellers. However, like you said with the lifetime budget, you don’t ever really know how far that reach is going, right?

Travis: Right. It’s kind of limited. But for your strategy, it’s perfect.

Nick: Okay. So, what do you have to spend for a lifetime budget? I mean, is that something you just like, is that kind of like, okay a hundred bucks, right, let’s say a hundred bucks and I just let it go until I stop it, basically?

Travis: You would schedule the date out and say you know for 60 days, I only want to spend 500 dollars.

Nick: I got you. Okay.

Travis: But it depends on the audience size – so, you may an audience size of 9,000, let’s say, well, I’m going to do a lifetime budget of 120 dollars  and Facebook will tell you, it’ll say sorry we need you to spend 285 dollars at a minimum to be able to run this campaign on a lifetime budget to battalion-sized. But even then, that’s still doesn’t conquer, some of them maybe manual bidding over you know, Facebook has suggestions of what you should do if you’re going to do a manual bid or something. So, it depends if it’s working with smaller audiences (inaudible) and the front ones probably going to be easier to play with actual budgeting.

Nick: Got it. Got it.

Tristan: Alright. More questions here. They’re coming in, man. Is it true that if you create an audience in ads manager and then retrieve it in your boost, does that decrease your CPM?

Travis: I’m sorry. Say that again?

Tristan: So, the question was from Mike (Weston?), is it true that if you create an audience in ads manager and then retrieve it in your boost, does that decrease your CPM?

Nick: What do you mean by retrieve it?

Tristan: I don’t know.

Travis: I think what he means that if you create an audience say you’re creating an ad and then you save that audience like you’re creating a normal ad and then you go to boost a post on your Facebook page, and you pull like from (out of that menu?) of target audiences and use that. So, engagement, that’ll be an engagement right. So, if you are then to boost that post with that target audience then that’s an engagement marketing objective.

Tristan: Yes. He says, yes, it’s a saved audience that’s what he says.

Nick: Is that essentially what boosting is for so you can just easily go to your saved audiences and just let it roll instead of going back in that ads manager, you know, that’s a shortcut.

Travis: Yes, it’s a shortcut but also from his question of lowering your CMP, your cost per impression, per thousand impressions, you know, recently the game has kind of changed from engagement versus reached with Facebook and Facebook algorithm which is always kind of ever-changing but Facebook boosted posts are more engagement, right, comments, shares, likes, those kind of things ; click-through rates not so much, you know, lead ads, you can’t do that with that, you can’t get really sophisticated with it but reach, you’re probably going to have a lower CPM for reach than you would for that – but I don’t’ have an actual test that I would say that it could answer that specifically but I think it depends on your audience and who’s competing with you in that area and how valuable that audience really is to some other advertiser.

Tristan: Travis.

Travis: Yes.

Tristan: Lots, lots of question you know, I don’t think we’re going to get through all of these. There’s a crapload. One I am going to ask you because I know a lot of people are thinking it is this, does Travis have a course that he teaches Facebook ad marketing and if so, you know, what’s the information price, what do you teach – can you go over that, please?

Travis: Sure. Right now, I have private coaching clients and I work as a consultant, a Facebook consultant, right, you know, consult and…

Tristan: Tell us more.

Travis: Right, that’s exactly what it is. We’re opening up a Facebook coaching group that goes over my strategies and those things and I plan on opening that soon because I just don’t have any more time for any more slots for private coaching but the group coaching is going to have you know, lots of my training and weekly stuff and in-depth really going in.

Tristan: What’s your email address so I can message everyone here.

Travis: Sure. Travis@leads2listing.com. That’s our other company but that’s my main email.

Tristan: Okay. It’s Travis@leads2listing.com – if they need more info about Facebook marketing, right?

Travis: Yes.

Tristan: Alright. I just put that in there. I think that’s a wrap, man. Nick, anything you want to add, man? There’s a lot of stuff.

Nick: I mean, we could talk about Facebook all day, right?

Tristan: Oh, honestly, if we’re going for another three hours because I think we just scratched that surface, man.

Nick: Listen. Going forward, I just think all of our webinars are about Facebook.

Tristan: You know what, I’m done.

Nick: Only Facebook. I think that like it’s really you know, we got to say on the pulse of Facebook and they could you know continuously changing ads manager and all the new tools that they’re rolling out to help up get business and honestly, it’s still the most inexpensive way to get business – there’s no doubt about it, most inexpensive way.

Tristan: I think people are asking how much are you spending a day – I’m spending about 10 dollars a day on an average per ad. I’ve seen people spend more, I’ve seen people spend a little bit less, how you’re running your ads about you know, seven days. I don’t know you guys.

Nick: Yeah. I do about 7 – 10 bucks a day for about 5 days for each ad because I’ve noticed that after you know four or five days, my engagement goes way down – just takes to notice that but I was going to say that I feel that you know, when you’re running an ad, that’s done and well and done right in terms of ad copy, the photo or the video and who you’re targeting, I feel like the leads are much better than they used to be with Facebook. I feel like they’re not as good as like a realcom.com lead but they are way, they are getting really close. What do you think, Tristan?

Tristan: I think, dude, I think the better we get as agents in the tools that we use to qualify them.

Nick: That’s true too.

Tristan: The better the lead becomes because I’m looking at our lead response for some of these Facebook lead ads. B is high as like 55 percent that’s a lead responding back and whatever they say yes, no, maybe doesn’t matter but we’re keeping a track of it and it’s pretty high, I mean, our portals are about 70 percent, that’s catching up more than like 15 percent away.

Travis: I have to say that you’re a big part of it for everyone’s watching, is offline nurturing and online nurturing, you know, text message follow-up and video. I know Nick you’ve been doing a lot of that kind of automation and having that follow-up process which is really key for ad retargeting to brand awareness because you know, a lot of these prospects they qualified but they’re not ready to buy an act right now. Email goes only so far. So, (keeping) those ads, retargeting ads keeping them going out you know for weeks and weeks and months is really important.

Tristan: Alright, guys. One other thing I want to touch on is for those of you who missed part one which was two hours long, this one was only an hour. Part one is on LabCoatAgents.com. We put all of our webinars on LabCoatAgents.com. It just takes about two days for us to upload to there because we have to edit and do other things to them. So, visit LabCoatAgents.com for the rest of the webinars. Again, we have one more this month and then we restart for the next month.

Nick: Hey, guys. If you go to LabCoatAgents.com at the very top if you’re on your smartphone, click the three bars on the right-hand side, click Categories and click Webinars, all the webinars are there. Very easily indexed for your viewing pleasure.

Travis: Nice.

Tristan: What was the name of the chatbot again, Travis?

Travis: ChatFuel and ManyChat. There’s tons of them out there but the ones that I suggest that are the powerhouses are ChatFuel and ManyChat.

Tristan: Alright. Travis is out of New Mexico, Nick’s out of New Jersey and I’m out of California. Thank you so much, everyone. Have a great day.

Travis: Bye. Thank you!

Nick: Bye!

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