LNL TV Episode #12: What Makes One Facebook Ad More Successful Than Another? 

The mystery of Facebook ads. Why do some perform insanely well and others just flop?

Why does one ad work in one geographic market but not as well in another?

What makes one Facebook ad more successful than another?

It comes down to 3 key elements…. (watch the video above)

Have questions for me? Come on over to the Facebook for Real Estate Agents group and ask!! I’m happy to help you!!

LNL TV Episode #12

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TRANSCRIPT:

Hey! It's Christina Ethridge with Leads and Leverage. Today, this is a good one, I'm going to have some key information for you here: What do you think makes one ad more successful than another ad?

Here's the deal, the most successful ads have three key elements; number one: their targeting is right on. I mean, it's arrow-point precision, it's beautiful targeting. Number two: the image. The image elicits the emotion, triggers the emotion that you want to trigger, that's in correspondence with the ad. Number three: the call to action. The call to action fits the targeting, fits the emotion of the target, fits a pain point or pleasure point, and it fits the image.

So, those three things are what makes one ad more successful than another ad. It's Targeting, Image, and Call to Action.

They’re very, very important to think about. So when you're doing your stuff, the very first place you want to start is you need to target, really focused target. If you are wanting to bring in buyers, you need to target down to a zip code. You need to target, really, to a zip code and to an emotional pain point. So, why do people want to buy? What is it they're looking for? They're not just looking for houses. What are they looking for? Are they looking for more space? Are they looking for a man cave? Are they looking for a garage? Are they looking for a pool? Are they looking for a backyard entertainment area? You know, as in the more space, are they looking for just one more bedroom? You know, what are those things in your area that buyers tend to be looking for? What triggers them to buy for the most part?

So you have to do your targeting, but then you also have to hit this whole with each thing, each one. So if you're going to target more space, who is likely to want more space? Is it empty-nesters? With kids moving out? No, it's usually people who have been recently married and they're wanting more space because they, maybe, live in an apartment. And two, if they're having more children, those are the two big things…or as they get to the point where their kids are growing up and becoming teenagers and they want an extra teenage space. You have to think about those points in people's lives to get your targeting right because you want to target the right zip code, you want to target the right income level for your market, you want to target the right life event, things like that.

Your targeting needs to be precision-focused and in alignment with the ad. If you do your targeting and you do zip code, you do all age groups, and you don't put any income stuff in there so that your ads are targeted. And then you're targeting first-time home buyers and say, you live in Berkeley, and your first time home buying price for a house is $700,000. I don’t know if that’s the way it is, but I know Berkeley is expensive. So $700,000, is it likely that an 18, 19, or 20-year old, for the most part, has the income necessary to buy a first-time house in Berkeley? You got to think about that. What is the first time-home buyer price, or what is the buying price in your market, and what price do you want to work in? Okay?

Then you need to target people with that income level. I wouldn't necessarily limit it by age because you can't determine, you know, all 22 year olds don't make enough to buy houses here. You don't know that. There's always one or two that do, but you can target it by income. You can also target it by, well, these zip codes are most likely to have people with that income or there are heavy renters in these zip codes with this income and then I can target them to buy.

So that's targeting as the number one thing. THE.NUMBER.ONE.THING. And then your image and your call to action, your message need to be in alignment with that targeting, like I just said. So,  when you're doing a first-time home buyer in Berkeley in that price range, you need to target what their pain or pleasure points are. What are they trying to get out of? Are they sick of landlords? Are they sick of neighbors? Are they sick of only having a patio? I mean, I don't know what your market's like or what it is or are they sick of living in wall-to-wall? Do they want their own house? Or maybe your market is the first-time home buyers always buying condos or always buying connected housing. So, whatever that is, you need to hit that whole funnel and get that. So from targeting to your image, to your call to action, that's what you need to focus on and make sure that that whole process is in alignment.

And that's what makes one ad more successful than another ad. This is Christina with Leads and Leverage. If you have any questions, go ahead and pop over to the Facebook for Real Estate Agents group and ask away. I'm happy to answer.