You’re here because you are a real estate agent or professional. This will be a very valuable 5 minute read for you. We promise. Quickly learn 3 quick steps to start generating more buyer or seller leads online. 

Step 1. The Setup 

Where’s the best place to start? Google Ads, Facebook Ads, or Instagram Ads? The answer: all three! The more places you can get in front of your local market the better. Google Ads are great for high intent leads. However, based on your geo farm (the location you are serving) there can be a limited number of searches. 

Facebook owns Instagram which is great because it’s a two-for-one deal, you can advertise on both platforms with one business account. 

If you have a smaller budget I would recommend starting out with Facebook and Instagram ads and focus on quality content. 

Paid ads work best when paired with a consistent organic content strategy. As you know, people do business with who they know, like, and trust. If a potential client sees your Facebook Ad and clicks to your profile where you only have 3 friends and 0 posts that could be the deciding factor that they will not do business with you despite how much value you could bring them in their buying or selling journey. 

Consistent posting across Instagram and Facebook is key to dominating the digital space. 

In today’s digital advertising world it takes a user to interact or see your brand anywhere from 13-15 times before they take action on your offer or reaching out to your brand.

Take Action: 

You have your budget, you know what platforms you should be on, and most importantly you understand that paid media is key. 

The agents that will thrive in 2021 and beyond will have a strong digital presence. 

The first step is setting up your Google Ads account and Facebook Business manager.

This is a quick guide on starting but be sure to set up your tracking pixels properly, custom conversions, and make sure your account is linked properly with all your digital assets. 

We’re not going to sugarcoat it. It’s not exactly a walk in the park to set up these digital assets. The online world changes almost daily but don’t feel overwhelmed there are a ton of free resources, groups, and companies (Webvio) that will help you with this process. 

Refer to online tutorials and free resources from both tech companies: 

Step 2: Content 

The number one rule of social media: content is king even if you don’t have all the technical know-how on running social ad campaigns, good ad content can skyrocket your growth. 

Every other agent and real estate company is posting static images of properties to attract buyer leads. Although this works, think outside the box! Facebook loves video content. You don’t have to spend hundreds or thousands on professional media crews, drone companies, or paid photography. Just use your iPhone to shoot a video of you giving a tour of your pocket listing, or a recently sold home if you want to attract seller leads. 

To get your creative juices flowing here are a few examples of content ideas: 

  • Open house showcase 
  • Featured listing 
  • Custom list of home’s funnel 
  • Giving value to your market
  • Home evaluation CMA funnel 
  • Ebook or pdf on tips to sell your home 

It’s best practice to make a few ads, copy, and headlines and split test which one’s perform the best. 

For Google Ads, they are text-based. It’s all in the copy and the landing page the user visits after they click your ad. Here is a great example to give you an idea: 

Now that you have your content, let’s launch some campaigns😎

Step 3 - Launch & Optimize 

It’s time to put your content to work on Facebook, Instagram, and Google! Once all three are working they will work simultaneously together. For example, someone sees your Facebook ad. They then Google your name and see your Google ad. Then when they’re on Facebook the next day they get hit with a retargeting ad from your Facebook pixel you set up. Eventually, you are becoming the local celebrity online in your local region. This is where your ROI really pays off. 

Let your ads run! Remember the Facebook algorithm is on your side and its AI will work in your favor to get you the best results possible so you keep spending money with them. After a few days look at your results. A few key metrics to look at: your CPL to see how much it’s costing you for a seller or buyer lead. Of course, there are many factors that go into this but typically a buyer lead should be running you anywhere from 5-20$ and a seller 25-50$. Look at your CTR(click-through rate) to see how well your ads are performing. A good CTR is above 4% if you have your custom conversions set up properly on your Facebook pixel you can view your cost per conversion whether its a landing page view, lead form capture, or view content. A good CPM (cost per 1,000 impressions) is under 15$

For retargeting campaigns (using your pixel to retarget Facebook engagers and website viewers)you want to shoot for much better metrics like a 6% CTR and lower CPLs/CPC because they already have seen or interacted with your brand. 

For Google ads you want to look at your CPC (cost per click) depending on your market this will vary as well as your CTR to make sure your copy is catching the attention of your audience. Also, you’ll want to know the conversion rate of your landing page industry standard is anywhere from 2-5% with really high rates at 8-10%

Once you start seeing results and data on your campaigns you can make changes to your campaigns to better scale them. For example, if you see you have a really bad CTR on a Facebook ad try changing the headline or copy. If it still doesn’t perform well look at your targeting. If all these changes still don’t attribute to better results, the ad was a flop and it’s back to the drawing board. 

The more you can dive in and learn about social campaigns the better your ads will perform. If you are an agent with a marketing budget and want this entire process automated for you, let’s talk strategy schedule a time with us > 

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