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3 Real Estate Facebook Ads that Generate Leads

August 16 2016

la facebook ads lead gen 1In my last article, I wrote about the ways you should (and should not) run your Facebook Ads if you want to gain traction in your marketplace and generate qualified leads. I've since realized that I focused more on why to do things a certain way and not how. So today, I'm offering this sweet article that pinpoints three of the most popular ads we run for our clients, why they are attractive, and how they work for our clients.

Without further ado, let's just get into it:

Never Underestimate the Home Value Ad

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Regardless of how many agents say to you, "Automated home valuation ads are inaccurate, or super saturated in (fill in the blank) market," let me tell you one thing as a psychology-degree-holding, college graduate. One thing I can guarantee you is that humans are proud of their homes and always want to know what their home is worth. This is never more the case than when they are considering selling their home.

So the issue becomes, what do you do? Do you trust your colleague, or do you throw caution to the wind and strike out on your own? I say neither. Honestly, all you need to do is look at the numbers. One thing, for instance, that my agency does with Realtors is show them the analytics. You cannot deny statistics.

We have many clients we are running Facebook ad campaigns for that revolve around ads that lead the interested user to an Instant Home Valuation Page. Run the correct way, we can literally show any agent in any marketplace how they can get upwards of 100 leads per month on these ads.

As you can see from this example, the ad has compelling imagery that will attract the user, a compelling call to action, and when clicked on, will take the user to a very easy to fill out landing page where they can get the item of value instantly.

Why Say How Great You Are When Others Can Do It for You?

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This is an interesting one. When we are planning farming campaigns for our clients, we regularly tell them to mix client reviews into their postcard content. These end up being some of the highest responded-to postcards. After all, you can speak highly of yourself all day long. The minute that someone else says something nice about you, that lends a whole different level of credibility to the situation.

When it comes to testimonials, Realtors are generally horrible at staying on top of their clients to get a personal review. For better or worse, Zillow is one of the main benchmarks when it comes to agent reviews, as your past clients will just find it and give you a review, even if you forget to ask for it. Additionally, it is a heavily visited website, so it makes the most sense. As a result, we've learned the easiest way to run ads on Facebook reviews is to link the ad to the Realtor's Zillow reviews page and then also link the photo to a "contact me" page that the interested potential client can easily fill out to get more information or schedule an appointment.

As you can see in this ad, it's clear how many great reviews the Realtor has received, and how they can easily see the rest of the agent reviews. By simply clicking on the photo, they can also get in touch with the agent easily, which is very, very important.

The take home message for these ads is that success breeds more success. There is no reason you shouldn't be proud of your success and want to share it with the world. It can only help you in the long run.

Just Listed and Coming Soon Ads Work Tremendously Well

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Another fantastic type of ad we run non-stop for our clients are the "coming soon" or "just listed" ads. These ads are targeted geographically to the listing's area. The idea behind them is to possibly pinpoint buyers that may be interested in that listing (which actually happens more frequently than you would imagine, allowing the Realtor to double end the deal), or more importantly, show potential sellers in the same area what a great job you do preparing listings for you clients, driving leads to call you when they are ready to put their home on the market.

As you can see in the attached ad, it does not give away location, price point, or even specific details about the property. The idea behind these ads is to just pinpoint the people that are interested.

If it happens to be a buyer, but the home ends up being too expensive or too large,that is not important. You now have a qualified lead running through your follow up system. You can follow up personally with that lead, figure out what they are looking for, and more often than not, put them in the exact home that is the home of their dreams.

So there you have it. Those are just three simple examples of Facebook ads we run for our clients, but you can see how powerful they are and how they can elicit literally hundreds of responses per month.

Setting the ads up can be fairly easy, however the landing pages and notification systems behind them are somewhat more complicated. While some of you can clearly do this yourself, our general suggestion is to contract with a firm that you feel comfortable with.

At the end of the day, you need results. Let someone else focus on the details, and you focus on the lead cultivation. The rest will fall into place. If you would like to discuss this in more detail, please contact us anytime.

To view the original article, visit the Leading Agent blogLeading Agent blog.