Facebook advertising can be a lucrative marketing tactic for real estate agents. But determining what types of ads to run can be quite the challenge. In this episode of Above the Noise, Josh breaks down three different types of Facebook ads that every real estate agent should be running.

Video Transcription

One of the hardest things to do in marketing and sales is generating qualified leads for your business. So if
you’re watching this video we’re going to be talking about Facebook ads. We assume you already have a Facebook Business Page set up. If you don’t, go back to a past Above the Noise video where we talked about how to set up your Facebook Business Page.

Number one

So my first tip for you is to actually encourage referrals on your Facebook ad. Not everyone who looks at your ad is going to be looking to buy or sell a home, but there’s a good chance that they know somebody that is.

So in the description of your ad when you’re posting your listings make sure to encourage people to tag someone that they know that might be looking to buy or sell. Also, make sure that you’re including a way that your audience can subscribe to a list to see more houses like that in that price range or in their area.

Number two

So my second tip is to create a video ad that will actually start to qualify buyer leads from seller leads. So, what you want to do here is create two different videos. One that speaks directly to buyers. This might be something like a top-ten checklist of things to look in a new home look for in a new home.  The second one is going to appeal to sellers. This might be ten ways to get your home sold for more, or home improvement projects that bring higher ROI.

Then what you’re going to do, is you’re going to retarget that audience with other ads based on what they’ve watched. So if you have your buyer’s ad you can actually target an audience that says people that have watched 3 seconds of the ad, 10 seconds of the ad, all the way up to 50% of the ad viewed. Because if people are engaging with it at that level then you know that they’re more qualified to go one way or the other.

So in your buyers ad, makesure that you’re targeting people that have watched half the video, on your sellers ad, make sure you’re targeting people that have watched half that video, and then design specific follow-up ads for each one of those audiences. It’s a great way to build a larger audience for a smaller cost.

For example, one of our clients is running a video ad like this right now and they’re paying two cents per engagement. So if you don’t have a huge list right now that you’re marketing to this is a great way to get to a wide audience because you’ll target your geographic area, and then split your lists up after the fact, based on how much of the video they’ve watched.

Number three

And my third tip for you guys is the tried and true real estate lead magnet the competitive market analysis. Now it’s getting harder and harder to generate leads from CMAs than it ever has before because we have so much access to information. We can go on Zillow and anyone can look up what they think their house is worth.

What we’ve done with our clients has actually created landing pages that gamifies the whole process. We have a question on our landing page that says what do you think your house is worth. Our visitors will plug in the information, they’ll plug in their home value that they think it’s worth, and then we’ll spit back with
Zillow tells them. But at the end of the day, we have copy on the page that says nobody other than your local community professional really knows what the value of your house is. So you really want to sell your services and your ability to be that professional, that expert, that can come in and help them sell their house.

Now the best thing about this is that you know that they’re a qualified seller lead because they’re out there, they’re thinking about how much is my house worth. So it’s a great opportunity to follow up with them, schedule that listing appointment, and start generating more qualified leads for your business today.

The takeaway

So there you have it guys, there’s our three campaigns that you can start running on Facebook today. If you liked what you heard, please give us a subscribe, leave a comment in the comment section letting us know what you think, but most importantly guys take action today.