Building a Facebook ad campaign is a strategic undertaking. In order to maximize your return (in the form of WARM leads) you MUST have the correct campaign objective selected.
There’s many options available. The most commonly used are engagement campaigns, traffic campaigns, lead generation campaigns and conversion campaigns. Choosing the wrong the campaign type can be a very costly mistake.
Engagement campaigns will get you more page views, but no opportunity to gain leads.
Traffic campaigns are designed more for blogging, where they drive traffic to your web page.
Lead generation and conversions will allow for the collection of submitted user information.
Facebook is very intuitive and complex. What Facebook does, unbeknownst to the lay user, is they group everyone into specific buckets based on your typical actions. Here’s the breakdown:
-People who click (on posts, links, ads etc.).
-People who opt in (click and submit information).
-People who never click but “like” everything.
The “likers” are going to mostly be shown Engagement ads.
The “clickers” are going to be mostly shown Traffic ads.
And those who are likely to opt in or download information from posts will go to conversions and lead generation campaigns.
So, as a real estate agent hoping to capture leads, which group of people would you like your ads to be seen by?
Opt-ins. Every. Single. Time.
When I run ads for my clients, I’m using lead generation campaigns and conversion campaigns. The difference being that lead gen campaigns keep the user on Facebook, while conversion campaigns will take them to an opt-in landing page outside of Facebook. The bonus is having two types of campaign objective buckets that we are able to run ads to and get even better results.
This is also how Facebook is able to keep the cost of advertising with them so low. They don’t blindly broadcast your ads to just anyone. They have a selected bucket of people who are tailored to act on your ads.
The name of the game in real estate is leads and building your network. There’s no better way to do that than through lead generation and conversion campaigns on Facebook.
Facebook. The world’s largest social platform. One BILLION people on planet earth are active on Facebook. No other medium has the ability to reach more people than Facebook. The data that users have voluntarily given to Facebook and the behavior data Facebook has collected (with our permission, whether we read the fine print or not) is seemingly unlimited. Facebook has the world by its horns and they’re capitalizing.
How are they making the majority of their money? Advertising. In 2007, Mark Zuckerberg introduced advertising on Facebook. 11 years later, Facebook is averaging $1 billion per quarter on Facebook ad revenue. As you can see, Facebook ads are lucrative for Facebook. But what makes them lucrative for you as a real estate agent?
Despite going into their eleventh year of existence, Facebook ads are still the golden goose of advertising. Nationally, big brands are fully reaping the benefits, as they should. But locally? So few small to medium size business owners are utilizing it. More importantly, very few real estate agents are taking full advantage of using Facebook ads (or using them correctly) to build their book of business and sell more properties.
With low competition comes low prices. These are two great reasons why you should be advertising your listings on Facebook. More on that in a future post.
Let’s talk about what FB advertising ISN’T. It is NOT BOOSTING! I can’t tell you how many conversations I’ve had with agents that go like this:
Me: Have you done any Facebook advertising before?
Agent: Yes, and it didn't work at all.
Me: Can you tell me how you were doing it?
Agent: Uh, I clicked the Boost button.
Me: Yeaaaaa, it didn’t work because that’s not Facebook advertising. Not even close.
So let’s hammer this out: Facebook advertising is utilizing Facebook’s Business Manager (software account with all the tools necessary to run ads) and creating ads with specific goals in mind. NOT boosting.
These types of campaigns, which I will cover in the next post, will bring you WARM leads. People who see your ad, like it, and want you to contact them. Can’t get any warmer than that.
Advertising on Facebook is the easiest and cheapest way to acquire warm leads and new clients. The best move a realtor can make today is move part (or most!) of their marketing budget to Facebook advertising.
Stay tuned for the next post, which will address the types of campaigns best suited for real estate ads!