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Why You Need Funnels With Your Facebook Advertising

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The Facebook advertising platform has taken off in a huge fashion. I would put Facebook advertising above content marketing, Google AdWords or SEO. Facebook Ads have become everything when it comes to online marketing.

This saturation has led to Realtors seeing their conversion results decline, and therefore wonder what they need to do to get the conversion rate back up. To the average Joe on the street, the "secret" to doing this might really seem like a secret, but to someone like myself that eats and breathes this stuff, it really isn't. What it comes down to at the end of the day is just applying good, old fashioned marketing practices to a high-tech marketing platform.

What are these tried and true principles, you ask? It's simple. You need to apply a sales funnel methodology to your Facebook Ad campaigns.

What Is a Sales Funnel and How Do I Apply It to My Facebook Ads?

I've been talking and writing about the need to have a strong content marketing strategy for your real estate website for years. While I could write an entire article (and I think I actually will) on specifically what a real estate sales funnel is, today let's keep things simple to make sure you have a working idea of a funnel and how it works.

Sales funnels are buckets you can put visitors into that define the different parts of the journey they are on—from initially interested in your services to becoming a client. When you are talking about sales funnels in terms of your online marketing strategy, I suggest you look at establishing three distinct funnels:

1. I breathe, therefore I am group
This group of people is exactly what it sounds like. This would literally be anyone with a pulse, and anyone that could possibly, one day, someday, do business with you. You do not want to be picky with these people. The net you cast to define these people is very, very wide.

An example of a group such as this would be all people that live in the city where your farm area is located. Sure, you may not have refined it to your exact zip code, or honed it by homeownership status, or even age, but that is okay. The idea is to get eyes on your ads and content. The offers you give these people in ads require no lead capture or landing pages at all. You simply want them to click on your ad to go to the item of value that is promised to them. An example might be a market report for the city you are farming to, or a blog post about preparing your home for sale that you recently wrote.

What? We aren't asking for their contact info? Correct. The idea is to get them to your page so you can retarget to them later on down the funnel. If you don't know what retargeting means, don't worry. I will explain it in my next article in detail. The idea is to run as many people through this first funnel so you can then narrow it down and turn your "visitor" into a "qualified lead" by serving them different, more targeted ads at a later date.