Categories Facebook What Does Work For Generating Real Estate Seller Leads? November 13, 2016Author travisthom YOU’RE BUILDING YOUR REAL ESTATE SELLER LEADS DATABASE RIGHT? If you’re not, you need to start today. Because someone else is and they are determined to take over your market share of listings. Now this shouldn’t scare you or freak you out, because really there is enough Real Estate to go around for everyone. However, the market is heating up and it’s getting pretty competitive for agents out there. With so many different ways to generate listing to leads, some agents are left scratching there heads wondering what route they should take and what works and what doesn’t… WHAT DOES WORK FOR GENERATING REAL ESTATE SELLER LEADS? With 1.4 Billion monthly active users, Facebook is a clear winner. There is a little something for everyone here, from young to old, the data below shows that every age range is available as a targeted segment to market yourself to. But what stands out the largest from the Pew report data about the social network giant is the rise in age and demographics of home owners ages 50+ and this area of demographic’s is growing. USING FACEBOOK AGE DEMOGRAPHICS 87% of adults 18–29 use Facebook. 73% of adults 30–49 use Facebook. 63% of adults 50–64 use Facebook. 56% of adults 65+ use Facebook. Your target market for most home owners is the 49- 65+ range, which makes up a huge percentage of Facebook’s active user base. Time On Social. The average time spent on Facebook is around 40 minutes a day! and more people spend time on Facebook than any other social network, making it the prime place to run your Listing Leads for Realtors ads and capture home seller leads. 581 Million Facebook Users Are “Mobile Only” and that number will only increase as more users travel and connect to their Facebook feed while they are on the go. Making sure that your site is mobile responsive is a most and if you are not using a mobile responsive site to capture home seller leads, then you are missing out on a ton of traffic and you are most likely wasting money sending them to a non mobile responsive site. Now lets get started on creating your first ad on Facebook to target seller leads and crank up the Real Estate Lead Generation. First things, first. I am going to start from scratch here and assume that you are starting from the beginning, so this will cover everything from the ad setup to the ad targeting of home owners and more. STEP 1. HOW TO GET LISTING LEADS WITH FACEBOOK ADS AND HOW TO CREATE YOUR FIRST AD ON FACEBOOK Once you log into your Facebook page, you’ll see on the left hand side a menu bar of options. Click on Ads Manager, this should take you to the Ads Manager dashboard. If you don’t have that or if you don’t see that Ads Manager link or option in your Facebook account, it may because you haven’t previously created an ad before and the call to action for creating an Ad may be floating around on your Facebook account somewhere else. However, not to worry, you can go here and start an Ad; Regardless of where you start your ad creation for your Seller Lead generation, Facebook will take you to your ad account and get you started by choosing your ad objective. STEP 2. CHOOSING YOUR ADS OBJECTIVE Facebook wants to know what your objective is for the ad that you are going to be creating for your Seller Lead campaign. Most agents make the mistake of creating a Facebook post and then boosting it to their current audience of people that like their Real Estate business page. This only goes so far in terms of reach. Facebook Boosted Post vs. Promoted Post: What’s the main differences and why do them…? Facebook Boosted Post vs. Promoted Post: First, you can’t target home owners properly or at all, when you “boost” a post. It’s the lazy mans way of just getting it done and over with. But it doesn’t do much of anything for you in terms of Real Estate Lead Generation for getting listing leads. As of May 2015, the boosted post is still limited on the targeting options that you can use. It will only give you a very small range of options to choose from, none of what you really want to use for running home valuation type of ads to get seller leads. Here are some of the major limitations with it: Can’t target Home Owners Can’t target homes by home values Can’t target by ad placement of mobile vs desktop Can’t use custom audience You can also only run one boosted post at a time, which limits your ability to run effective ads with different images and different ad copy to test out which one works the best. By having such a limited range of options, you are on a slippery slope to lose leads and waste money. Why should you use a promoted post or a Clicks to Website ad objective? You can target home owners You can target home values You can run several ads at the same time You can target by ad placement mobile/desktop You can use a custom audience You can target by home type, single family, condo, etc… You can target by Likely to Move and many other targeting options. If you are trying to just run posts to get Real Estate Leads for Free or close to “free” as possible, it’s only going to be more of a headache and a waste of money when you are not targeting the niche you want to generate leads from. STEP 3. AD TARGETING AND BUILDING YOUR REACH For this example, I am going to target people that live in my home town of Albuquerque, New Mexico. I will then target people that live in the area, as you will see in the gif below; You’ll see that you are given many options to choose from. Not all are mandatory to choose in order to move forward, however you do want to be able to know what targeting options are available for you to use for targeting seller leads and building your listing leads database with the right options using the Facebook targeting. Here are some options to really focus on in this section; Locations- You can target by zip code, city and now by home address Include/Exclude- You can either include or exclude zip codes or cities or home address Everyone in this location targeting- You can choose to target everyone, or people that live in this location. I would choose this to help to refine my targeting to target home owners in this area. Age- You’ll want to play around with this one, because as you now, a wide variety of ages of home owners in each market area. This is the foundation of your ad targeting, when this is setup, you can then move forward to the next section of the ad creation to focus more on the Real Estate targeting of the home owners. STEP 4. HOW TO GENERATE LEADS IN REAL ESTATE USING THE DEMOGRAPHICS TOOL TO TARGET HOME OWNERS In this step, we scroll down just a bit below the previous section. It’s really the same section, but we are breaking it down into digestible pieces so that it’s easier to learn. Here we have the major components of the seller lead campaign structure that you are creating. Let’s break down exactly what we want to focus on; Demographics Options; Home Home Values Home Type ( single, condo ) Home Ownership Now there are several options that are great to mention, but might not be ready for prime time use for your first few ad campaigns. They are great to use in their own set of ads for specific reasons, for instance you may want to target people that are likely to move or Gen X or Baby Boomers and Empty Nesters…. These are demographics that I cover in more details here –Best Lead Generation for Real Estate Agents. STEP 5. LAST STEPS IN YOUR AD TARGETING Now that you have set up your location targeting, your demographics such as home owners, home values and property type, let’s now dive into the last steps of the targeting to laser in on home owners that are more likely to sell in the future. Now most of these guys are going to be leads that are going to be home owners that you need to nurture for up to a 6 months to 2 years or more. Knowing these is key when you are creating these campaigns, because you can set your exception level for this, so you know what to expect. Under this next section we are going to target under the Behaviors options. Under Behaviors we are going to focus on these main items; Residential Profiles Choose Length Of Residence- 3-5 years, 6+ years Likely To Move Using these options may shrink your targeted audience size down to low or so low that it won’t let you run the ad. This is natural as Facebook gathers more data on it’s users and it may grow over time, so if you have experienced that this didn’t work the first time for you, don’t worry to much. Go back in a few weeks or months and try it again and you may get larger results since Facebook has grown and it’s data is getting more refined. STEP 6. HOW MUCH TO SPEND TO GET THE BEST REAL ESTATE LEADS FOR REALTORS You’ll here all sorts of advice and arguments about this subject. It’s a given that your going to have to spend money, but how much and what’s the best choice? Clicks to Website? Or CPM ( Impressions)…. Here’s the thing, Facebook knows it’s audience better than anyone, so they will auto bid for you and that’s probably a safe bet. However since this is a bidding and auction system, you are going to be competing against other ads, other people and business, not just other Real Estate agents… Since your audience is going to be targeted by others as well as you, the cost to target them may be different from one day to the next. If you want to target and spend by Clicks to Website, then you can set your daily budget and run with it, however you will also be charged additionally by CPC ( cost per click ) which will charge you per click. Now what is a click? A click is when a Facebook user clicks on your ad and goes to your website. Pretty simple in it’s terms, but it is a cost… If you are using a landing page and you most likely are because your reading this article about home valuation landing pages and Facebook ads… You’ll most likely be using the Clicks to Website option. If you want to keep costs down and avoid the CPC costs, you can try CMP ( cost per impression ) this is the option that is great if you want to test how much your spending on your ads to get more seller leads at a lower cost. The Impressions optimize option will show your ad to people and you will be charged your daily budget per 1,000 impressions ( views ) and this will then give you more exposure, however it may not be the best option for more clicks to your landing page. It’s best to test it and see what works for you and what ad you want to run… STEP 7. CREATING YOUR AD Phew! Almost there! You’ve now creating a killer targeted Facebook campaign. Now it’s time to get creative and put together an ad. If you want to use our Facebook Seller Lead Ad Cheat Sheet, feel free to download it here! You get free ad templates and access to our best Facebook ads and images free for you to use. Putting together is the fun part. You get to be a little creative with your ad copy and images to a limit… here is an example ad and the main parts that you’ll be focusing on. Whether you are just starting out capturing Leads on Facebook or you are a good ole’ pro at generating Leads using Facebook ads, we have gone over a few of the best Facebook ads that have helped to generate seller leads for agents and we review why they are kicking ass. Every part of a Home Seller Lead ad has a certain formula that is being used that makes it successful. Let’s explore what those certain elements are and why you need them in your Facebook ads. Text- Your text paragraph is at the top of your ad and this needs to be attention grabbing. Make it relevant to the purpose of your goal, which in the case of Real Estate Seller Leads, you need to write your headline to either ask a question, example, “How much is your home worth in today’s market?” Or, my personal favorite, which is to combine a statement and a question, “Home sales are heating up! What is your property’s value? Find out what you can sell it for!” Image- The image in your ad needs to be eye catching. Facebook loves images and so do the people that will be clicking on your ads so you want to make sure that you pick out one that connects your headline’s message to your goal of capturing the lead. In most cases this will be an image of a house or a neighborhood. However play around with your images and see what works best for you. Headline- This headline gets to the point. One line that says or asks it all. If a Seller glances at your ad this Headline should be what makes them take a second look to read it all. Description- Expanding on what this ad is about helps someone seeing the ad determine if it is something they are truly interested in. Similar to the headline, using questions or combined questions and statements is always a good idea. Call To Action- This is where people click to go to your website. Your call-to-action choices vary, however “Learn More” tends to be the best option that works with home valuation style landing pages. The prompt to take action is very important, web visitors needs to be told what to do next, whatever your goal is that you want them to do, is something that you need to explain and ask them to accomplish in order to reach your conversion goals. And there we go! You are now this much closer to becoming a seller lead generation expert! If you enjoyed this how to guide, join us in our lead generation efforts and use the top landing pages for Real Estate agents like yourself!