PRLog - July 9, 2014 - BOTHELL, Wash. -- What does that mean? When Facebook started they launched a product called “Fan Pages”. These were essentially micro websites for brands, personalities, products, etc. hosted on Facebook. The goal was simple. Get as many “fans” as you can. Why get fans? Back then, anyone that “liked” your page, or became a fan, would see content that your business posted on its “Fan Page”.
Real Estate Seller Leads With Facebook Ads
What has changed? Facebook is no longer showing the posts you enter on your page to your fans! (currently it is an average of 2% of fans, but is dropping all the time, and will probably be Zero soon)
Are all those fans you spent time accumulating worthless? Depends. You can still reach them with your Marketing if you Pay-to-Play.
So is Facebook useless to us as Growth Hackers trying to get more exposure to our businesses? Nope. Just have to pay for it directly now.
How to Generate 100 Real Estate Seller Leads with Facebook Ads
I recently ran a Facebook Ad Campaign for a Corporate Real Estate Firm. My goal was to generate real estate seller leads with Facebook. Using a proven strategy of Lead Magnets, Landing Pages, Engaging Imagery, Lead Capture Form, & Facebook Ads!
I was able to produce 100 Seller Leads in 2 Weeks.
To see how to images for this article:
In order to generate a lead you must offer the lead something they want in return for their contact information. This is called a “Lead Magnet”.
Examples of Real Estate Lead Magnets:
Home Buyer’s Guide
Home Seller’s Guide
Neighborhood Market Report
Email New Listings
How To eBooks or Videos - How to Stage Your Home, How To Increase The Curb Appeal, How To Buy A Foreclosure, etc.
Reports – Neighborhood, School, Crime, etc.
Lists – Bank Owned, Short Sale, 203k eligible, etc.
Real Estate Related eBooks or Videos – Landscaping, Remodeling, Investment Opportunities, Flipping A House, etc.
If you want to get started generating real estate seller leads with Facebook campaigns like this and need a Lead Magnet, you can use this
to get started. Once you have created the Powerpoint template you simply Print to: .PDF
Once you have printed the template to .PDF you now have a digital e-book that you can use as a Lead Magnet. In order to print to .PDF you will need a .PDF driver on your computer. I use Primo PDF it works well and is free.
In my example I used a Market Report as the “Lead Magnet” because I was trying to attract Sellers.
A landing page is just a single page of a website that is dedicated to 1 single purpose. Generating a lead! And 1 single Lead Magnet. In this example the purpose is to create real estate seller leads with Facebook Ads.
Landing pages should be:
Free of clutter
Have a clearly defined “Call To Action
Use engaging imagery or videos
Contain a Lead Capture Form
Landing pages can have in addition to:
Social proof or testimonials
Text explaining the benefits of the Lead Magnet
Landing Pages should not have:
Pictures of you
Your company bio
Overly spammy, salesy, or wordy text
It is my experience that the Simpler a Landing Page the better it Converts!
This particular landing page converted at 16%
(again this number could have been much higher if we were asking for less Personal Information)
I use a service called Lead Pages to create my landing pages. There are many companies that offer easy to create landing pages:
If you are on a budget… create a clutter free page on your WordPress Website, or create a “Tab” on your Facebook Business Page using the Static HTML Facebook App.
Lead Capture Form
Probably the easiest way to build and/or incorporate a lead capture form into any of the above landing pages is with Mailchimp. I have written about and used Mailchimp for my business for many, many years, and love it. You can create custom Lead Capture forms with Mailchimp or you can connect your Mailchimp account to most of the landing pages above. Mailchimp is primarily an email marketing service. As part of that service they give you the ability to collect leads (Lead Capture Forms), they store the leads (CRM), and then you can send the leads emails (Lead Incubation).
Popular Lead Capture Form Builders:
MailChimp (Email Marketing Software)
Gravity Forms (WordPress Plugin)
Formidable Forms (Wodpress Plugin)
AWeber (Email Marketing Service)
Constant Contact (Email Marketing Service)
WuFoo (Form Builder Service)
How To Set Up the Lead Capture Form
This varies depending on how you set up your Landing Page.
> You will need a form that collects the data that you want for your campaign
> You will need it to send an auto reply email that has a link to your Lead Magnet, or a redirect to a “Thank You” Page that has a link to your Lead Magnet.
> You will need a way to get access to your leads for follow-up.
For this real estate seller leads with Facebook campaign I used the form that is provided by Lead Pages. I linked it to a new MailChimp List. I sent the user to the tool that creates the Market Report, and used the “Auto Reply” feature to send the user an email with a link to the Lead Magnet. (I know this information is somewhat vague, but there are so many ways to set this part of it up, depending on your budget, what you already have in place, your strategy, etc…)
So far we have talked about how to capture a lead once we get it to our Landing Page… but how do we get them to our Landing Page? Facebook Ads is a great way to generate traffic right now. (I say right now, because everything in this industry changes, and changes quickly. What works good today, may just be average in a month. In other words, if you are going to try this.. do it TODAY!)
3 Reasons Why Facebook is a great way to drive traffic, right now?
It is a the biggest CRM in the world
You can direct your ads at your desired client
Price per click is still reasonable
Track The Results
This may be the most important step. Of course we need a place to convert leads. And we need traffic to convert, and a tool to convert them… but if we are not getting good results then what’s the point.
All adjustment can be made with confidence backed by data and not just guessing!
Now all you have to do is convert those real estate seller leads to sales!
Perhaps you may want to try using my: