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Do Facebook home value ads still work for real estate seller leads or are they an old and tired strategy?

Over in our Facebook for Real Estate agents group, Alan recently asked if Facebook home value ads to get real estate seller leads still work.

What do you think? What has your experience been? Are home value ads on Facebook still working for you? Are you having to throw more and more money at your home value ads just to get them seen? Are you finding that it’s just getting more expensive overall to generate real estate seller leads from Facebook?

Here’s what I told him (and what you should do too):

Here’s the Facebook Page Setup Checklist I mention in the video (click here).

Transcript:

Hey there, I’m Christina with Leads and Leverage and I help real estate agents sell more houses using Facebook. Today’s question comes from Alan from our Facebook for Real Estate Agents group.

Alan says “Do Facebook home value ads still work for seller leads or is that now an old and tired strategy?”

Well Alan, they do still work, however, you need to be running them to a warm audience. Additionally, you need to be much more specific and niche down in your ad and not so generic.

So what do I mean? Your warm audience consists of your page likes, people who’ve viewed your page, people who have viewed your videos, people who are in your email list and you’ve uploaded that audience. People who have visited your website and you’ve added that audience into Facebook.

And, by more specific, what do I mean… I mean instead of just saying hey do you want to get your home value, you need to give them a trigger or a reason why that home value might be important to them, to trigger them.

Because remember they’re on Facebook for fun and entertainment. They’re not searching to sell their home. So if you trigger it, the thoughts are still going on in their minds, so trigger it for them.

Give them a reason why they might sell. Maybe there’s been a big shift in the market. Maybe they’re tired of the weather. Maybe they need a size change up or down. Use those things to trigger, to find those people who would be potentially more motivated if their home value came in at what they needed it to come in at to sell.

Now, one of the things that I really want you to do is I want you to set your page up the right way so that you can actually resonate and connect with people you do not know.

In the description of this video I have the Facebook Page Setup Checklist for you. Go through and make some changes with that so that when you’re running your ads you’ll get a higher response on your ads.

You’ve got this Alan! Have a great day!

Here’s the Facebook Page Setup Checklist I mention in the video (click here).

If you’d like your question answered, please join us inside our Facebook for Real Estate agents group (it’s free) where you can post your question and I’ll answer it on video for you!

Here’s to your Facebook success!

~Christina

by Christina Ethridge Leave a Comment

Get Off the Hamster Wheel and Perpetual Cycle that Most Real Estate Agents Live in and Start Utilizing Facebook for Generating Real Estate Leads

Featured Download: The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

Are you still spending $100 on an ad that generates just one closing?

For the most part, I see two tactics among real estate agents when it comes to using Facebook:

They either ignore Facebook, dismissing it as a nonviable source for lead generation, seeing it as a time suck …

They spend all of their time on Facebook, trying every conceivable tactic they can find, without learning anything about how Facebook works, and most especially, how it really can work for the real estate industry.

The problem is that real estate agents tend to have a shortsighted view of Facebook. Well, of anything for that matter.

Their focus tends to be all about “who wants to buy or sell right this instant.”

Why is this a problem?

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Low-Hanging Fruit

In one sense, it’s not, as picking the low-hanging fruit gives an immediate cash infusion. But it also gives a false sense of satisfaction. A false sense that your business is generating leads and doing just fine.

At the same time that you are in the middle of a transaction from low-hanging fruit, you are also worrying about where your next meal is going to come from. Who’s going to be your next transaction?

It’s the perpetual cycle most real estate agents live in their businesses. This cycle is the reason we took the leap and hired a real estate coach in 2010. We were tired of always hunting for our next transaction. He changed our whole view of our business and it changed our lives.

Until you change your view about “leads,” you’ll never be able to see Facebook (or any lead-generating method for that matter) as anything other than a shortsighted, low-hanging-fruit option.

Facebook is a fantastic resource for generating leads. You can approach it by trying all of the different “tricks” that people are “preaching” at you. Many of them work.

You can approach it as only a short-term solution but I find that to be a waste of time and money.

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Scale Your Time and Money

Why on earth wouldn’t you want to scale your time and money?

In other words, if you do something today that takes you two hours and costs you $25 and you get one transaction from it that closes in 30 days, why on earth wouldn’t you want it to also bring you transactions over the next 36 months at no more cost or time to you?

The only way it’s going to do that is if you step outside of the shortsighted view of Facebook and see Facebook as a lead-generating funnel. A true funnel. One that brings in all kinds of leads, that brings them into your nurturing process.

You do have a nurturing process, right? One that spans months and years?

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Facebook is the “HUB”

Until you see Facebook as being a “hub” of its own with a whole heck of a lot of “spokes” pointing into that hub and that hub being a funnel that goes into your nurturing process (that is not on Facebook), you’ll always be scrambling for all of the “tactics” and “tricks” people are trying to sell you about using Facebook.

BOX

There are dozens of different ways to generate leads via Facebook. Some include (but are not limited to):

Utilizing your personal profile on a daily basis by integrating your personal life and your business.
Engaging with your friends on their profiles rejoicing in their life events.
Creating a business page.
Creating and posting content on your business page (minimum of four to six times every day).
Utilizing headers and profile photos on your business page with solid call-to-action captures.
Running ads targeted towards your niche getting them to connect to your business page.
Running ads targeted towards your niche getting them to connect via your capture points.
Running ads targeted towards your business page fans getting them to connect via your capture point.
Running ads targeted towards your business page fans getting them to like, share or comment (this pushes your content into more fans’ news feeds).
Running ads targeted towards your email database getting them to connect to your business page.
Running ads targeted towards your email database getting them to connect via your capture points.
Running ads targeted towards cold and/or warm audiences getting them to engage/connect to your business page.
Running ads targeted towards cold and/or warm audiences getting them to connect via your capture points.
Running “burst” ads focused on short-term events, offers, etc.

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Facebook Ad Success

Notice something here? Ads are very important on Facebook. However, most agents are blowing up their targeting options by diluting the likes on their business page with every colleague they can convince to “like” their page.

Your Facebook ad success is directly dependent upon the quality of your page likes. If those page likes are colleagues around the country, don’t bother running ads, and don’t bother building your likes further.

Start a new page, and this time start it right. Without a page that you’ve highly targeted your likes/fans (in other words, not a page that you’ve asked everyone and their uncle to like), your ability to target and run effective ads is just about useless.

Stop focusing on the short term, on the number of likes, on an ad you spend $100 on and get one closing from.

Start focusing on the long term, on the quality of the likes, on the number of those likes that step through to your capture points, on the $100 you spend on ads that gets you one closing now, another closing six months from now and closings every three to four months over time.

From that one little ad.

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Featured Download

The Facebook Page Setup Checklist – specifically for real estate agents – get your Facebook page setup to capture real estate leads.

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by Christina Ethridge Leave a Comment

So you’ve got a brand new page and want to run page like ads… do this first!

I know that our first instinct once we create a page is to jump right into getting those page likes.

The thing is, there are a few key elements you must do BEFORE you start driving people to your page. Miss them or mess them up and you’ll negatively affect your page… in other words, you won’t get the leads you want to get.

The first major step that most agents mess up is their page setup. Now, this is NOT your fault. Seriously. Most people don’t know how to setup a Facebook business page for end results. We kind of just jump into it and do it. Then, we wonder why it isn’t working like we hoped.

So your first step is to download the Facebook Page Setup Checklist I made specifically for real estate agent Facebook business pages.

Ok. Now that you’ve downloaded the checklist (make those changes!!) – it’s time to start getting page likes… right?

NO!

Now it’s time to get your content on your page. Relevant content. Valuable content. Content your future home buying and selling clients need.

I go into this in more detail in this short video:

Just remember, your focus on your page is not you, it’s your future client. You need to give them a valuable reason why they should connect with your page – which means you’ve got to have good, solid content on the page before you start driving traffic to like your page.

Get your Facebook Page Setup the RIGHT way. Click here to download my Facebook Page Setup Checklist for Real Estate Agents. It’s FREE!