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by Christina Ethridge Leave a Comment

How would YOU like to pay LESS for your Facebook ads and get MORE results? Get the inside track on the three tips today that will lower your Facebook ad costs and increase your conversions

Want to pay LESS for your Facebook ads and get MORE results?

Facebook ad costs keep going up (and they’re just going to get higher and higher as more people move to using Facebook ads)… HOWEVER, you can hack your way to lower ad costs

Make sure your Facebook business page is SET UP for lead generation… for ad conversion.


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


Today I wanted to dive into something that we’re noticing as ad-buyers, and that you may not really be noticing. You may not be putting enough money into Facebook ads to truly notice this, however, it’s happening.

What’s going on is ad costs are going up, and that’s what I’m going to talk about today.

I’m going to give you a few hacks you can use to lower your ad costs, because there are some tips you can definitely use that will lower your ad costs and increase your conversions, getting more people to respond to your ad.  

Like I said, basically we are going to talk about ad costs. I’ve seen a lot of members talk about this, “Ad costs are expensive, it’s costing me this much for page like, or this much for an opt-in.” We are always on the hunt to try to lower our ad costs, absolutely, absolutely we want to do that.

But that comes from all the different tweaks you can do, so here’s why this is important.

If you already have what you think is a pretty good ad cost, say it’s costing you $2 to get opt-ins, where people actually opt-in with your email address, and you are like “You know what, I brought that down for $4,” here’s the thing. For every tweak that you do to it, you can lower as much as possible and, you know, you’ll lower it to a point where it’s not possible to lower it anymore.  

But here’s the other thing, here’s what is coming, and I’ve shared this before, but right now, $80 billion dollars is being put into TV commercials, and print advertising, by the big guys.

Right now, that is how much they are putting into TV commercials, and print advertising. No one is watching TV commercials, so when they realize what they are doing is no longer working for them, they are going to shift their ad budgets, their ad costs.

And guess where they will shift them too? They are going to shift them to where the eyeballs are! And since Facebook has more active users then Instagram, Twitter and WhatsApp combined, that’s where they are going to put their ad costs, which means that ad costs for you, as a real estate agent in small town USA, or wherever you are, are going to go up.

So, what can you do to hack it? What can you do to make sure you are not negatively affected? We are all going to have rising ad costs, but how can you avoid the extremes?

Start With the Basics!

The first thing I’m going to start with is the very basics. The very basics have to do with having your Facebook page set up that in a way, in a sense, hacks the algorithm.

I say “hacks” loosely, because basically you are setting it up in a way that people respond to, that consumers respond to, and they like it.

There are actually three main pieces from it, and if you want the entire checklist, it is free and there is a link up under the video. Use that link to opt-in to the full checklist,

I go through everything, because everything you do, every tweak you make, changes your result and gives you higher results while lowering your ad costs.

I’m going to give you the three top ones that are the most important, especially when you are running ads, even on your posts that you are doing.

Let’s do this! The top three pieces, and if you want all of them so that you can do as much as possible, get the checklist. It is free! I just ask for your email so that I can email you your checklist.

The checklist is free! And I’m not selling you anything with the checklist, so you’re good, just do that.

The first thing is, this is the hardest, I really think this is the hardest, because we believe so much in why we do this.

The “why” we believe in this is actually flawed, and I’m going to explain this.

How to Set-up Your Facebook Business Page Name

 Your Facebook business page name should not be your name. It should not be “homes for sale,” it should not be your team name, your brokerage name, no. It’s shouldn’t.  

Here’s why. There’s a couple reasons actually and this is number one.

If you put “Jane Doe Realtor” as your page name, first of all, if you ever get married or divorced, “Jane Doe Realtor- Cowell-Baker,” let’s just say that. If you ever get married or divorced, or you change companies, or your broker dies and the brokerage goes to a different franchise,

Or what if your broker sells to a different franchise, or your broker goes bankrupt and the broker goes to a different franchise- and I’m just gonna let you know that two out of those three things have happened to us in our whole life, our whole business time.

If any of those things happen, marriage, divorce, change name, whatever, its next to impossible to get your Facebook name changed through Facebook.

So when you’re investing time and money and other resources into your page, and you can’t change the name, you have to abandon it, and that sucks.

For example, if you were with RE/MAX, we were with RE/MAX, and we had set everything up so that the only thing, if we would ever have to change, the only thing that we would ever have to do anywhere, is change the logo everywhere and change the brokerage name.

We did not have it in our domain, we did not have it, at the time, in our Facebook page, we didn’t have a Facebook page for the business at this time. This was back in 2004 that this happened, or 2001, somewhere in the early 2000’s before Facebook.

Our broker decided to partner with another two people, and to let the RE/MAX franchise go, and went with GAMC, and so that’s what happened and it was out of our control. We stayed with the same brokerage, we didn’t leave anything, but that changed.

Then, in 2009, when we were with GMAC, we saw this coming, I had already set everything up. Our page name was not related to our franchise, our website was not related to our franchise, nothing. Now we had all the disclosure’s everywhere,  however, we had it so I could change everything really easily.

And our broker, our brokerage, went bankrupt. Like literally, boom, bankrupt. And so by the next day, we were officially unlicensed, although we were.

You have to be with a broker, but although, we were prepared within 24 hours, we had our own brokerage up and running. We knew this was coming, so we had prepared.

But here’s the thing, a lot of people didn’t know it was coming. And nobody had Facebook pages back then. This was 2009, beginning of 2009, no one in our brokerage had Facebook pages, except us.

It’s almost impossible, even if, even there is a trick to changing your Facebook page name, even if you know that trick, you can get away with it once, maybe twice. And then it’s, no, you can’t.

So the key is that you do  not want to put something that could possibly change. Gosh, if you are in the business long enough, it’s going to change. Something’s going to happen, something’s going to change.

Even if you own your own brokerage, you still could sell it. You could decide to not have it, for whatever reason, just be aware of that. So that’s number one.

Your Page Needs to be Lifestyle Focused

Number two reason why your Facebook name should not be your own stuff, because no one gives a flying fig about you. If there are people that you do not know, which is why you have a Facebook business page, which is why you are out to meet your unmets, they don’t care about you.

They care about themselves, they care about their lives, they care about the lifestyle, they care about their dWreams. So when they see an ad, or a page that says “Jane Doe Realtor Coldwell-Banker” or they see RE/MAX or Century 21, when they see that, they are like, their first reaction is “I’m not going to respond to this, I’m going to hide the ad, they are just going to sell me, etc.”

In other words, your conversions suck. They suck because people are turned off. It’s not about them. It’s about you.

Your page needs to reflect their hopes, their dreams, their aspirations, through the lifestyle. You need to be lifestyle focused, kind of  like doing a passion page.

REI has a camping page, they have a hiking page, they have a climbing page, they have a rowing page, they have all kinds of different pages around passions that people have.

You don’t want to have all kinds of different pages, you just want one, as a local real estate agent, you will want ONE real estate page.  

You want that page to revolve around people’s lifestyle. This is why you will see a lot of “homes and lifestyle,” or “living,” or “life in.” You want one key word.

No, “county” is not a keyword.

No “North Virginia” is not a keyword.

You need to narrow this down.

You need to have a page name that reflects the passion of the people you are trying to connect with.

I live in Idaho, so i might do “Idaho Homes and Lifestyle.” If you have ever been out here, this is a big state. I don’t care if I’m licensed in Idaho and I could potentially get the deal in Boise and I’m in Coeur D’Alene.

No, that’s eight hours away! Be realistic. Even from Coeur D’Alene to Sandpoint, that’s an hour away, I’m not gonna sell in Sandpoint. So there are some people that will. Focus on one town, focus it down, on “Coeur D’Alene Homes and Lifestyle,” “Dubuque Homes and Lifestyle,” even Phoenix might be too big, either go “Phoenix Metro” or name it the outlying areas.

The point is.....
Passion focused lifestyle, focused, that right there will hugely increase your results, from your ads, your responses, it will lower your costs and almost immediately.

That’s like a the big win, the big one, right there.

Your header photo! We are so excited to put “houses!” and “I’m a real estate agent!” and “buy from me!” and “Sell! Sell! Sell!” in our header photos.

That’s a freaking turn off to everybody. Nobody likes it. You know what they like? What they connect with in the header photo?

They connect with, a piece of architecture, a sculpture, an area view, something about the area.

You are trying to socially connect with people you do not know, about something that you have in common, and that is where you live. You need to reflect that.

Examples like that of our area here, it’s about the lakes. There is so much about the lifestyle here, the four season lifestyle, from hiking, to mountain biking, to skiing, jet skiing, alpine skiing, cross-country skiing, it is about the lifestyle, the outdoor lifestyle here.  

One of the biggest things we were able to use was that I took some pictures of the lake, some of the best pictures that reflected what it’s like to live here. What is it like to live in your area?

What do you love? I mean, if you are in Philadelphia, the art museum steps.  I mean, hello, Philly is known for “Rocky” and for a whole lot of other things, and the oldest road in America, things like that. I mean, that’s just Philadelphia example, wherever you are, what do you have?

Even here, I don’t have to use the lake. If I was trying to go for a crowd who had younger children, I would use the Mugsy and Millie thing, and if you have kids and know the stories, that’s great, the author lives here and has decorated mooses all over the place. They are really kinda cute, and they are iron sculpted moose. I mean, I would use that!

Find something that is related to your area and here’s a little side trick, a little bonus, if you don’t think that you take pictures well, because your photo really has to be well taken.

You have to own it, you take it or you buy it. You do not borrow it. You do not pull it off Google. This is a business so be ethical.

Stop breaking the rules, stop using other people’s pictures. If they give you permission to use their photo, get it in writing.

So here’s what you do. Hire a high school photographer to go out and take 100, 200 pictures for you. Pay him a $100. $200, whatever it is. Have them take a ton of pictures. Tell them all the different areas that you want them to go take pictures in, and then get the use of some of those pictures and use some of those.

So number one is your page name, number two is your header photo,

Your Profile Photo

The number three one, this is another hard one for real estate agents, like harder than I thought.

For that page photo, you know, the headshot, the profile piece of that, the profile photo of your business page, so many of us want to use our logo, or our professional headshot.

 There is nothing more of a turn off for a business page that is about passion, that’s about a lifestyle, then to see a logo. 

People know immediately, its a sell. They know immediately, the feel immediately, that they are going to be sold to.

You don’t want that.

If you have your professional headshot on there, again, same thing. You are trying to connect with people on a social connection basis on here.  

This is Facebook we are talking about here. This is Facebook- when you are out volunteering for the Humane Society or for Habitat for Humanity, or even chamber events, do you always stand in your professional headshot pose?

No! You are a real person, you feel real, you look real, be real in that little profile photo. I’m talking about the business page, be real in it, take selfies!

And I know that a lot of you struggle with this, you do, and I know this because my members brought it to my attention. I did not realize how big of a struggle this was until they did. Guys, its a selfie. Take your phone, and play with selfies.

And for all you ladies that are, you know, really worried about looking heavy in your selfies, etc, in your selfie photo, let me do you a favor, I don’t even think you can see this.

Do not take a selfie where your nose is in the middle of the picture. You don’t want the camera at the same level as your face, you don’t want it below your face, or you are going to look alot heavier.

You want it at an angle, right at about your forehead. That’s where you want it. A little bit of an angle, right at your forehead. That will take the best pictures.

Play around with the light. Take a lot of selfies, you can always delete them. Take a lot of selfies. You want selfies as your business page profile pictures, because you want people to connect and resonate with you.

Stop being afraid to do it, stop thinking it needs to be professional, it doesn’t.

People Don't Buy From Brands
They buy from people. They need to feel like they can trust you. You are out building relationships. This is a piece, believe it or not, that will do it. It’s just like, you know, first impressions. It’s a first impression, that’s what it is.

Your page name, header picture, profile photo. If those three things are changed, your ad costs will go down, your ad conversions will go up. After that, I guarantee it will, it happens all the time and I have seen it hundreds of times.

Just those three things.

There are more. There’s more things, get the checklist. Just download it, it’s free. I ask you for your email and then email you the checklist/

It’s a couple pages long, there’s several other areas that you can go in, that each help your conversions, help your page, help your everything. So go ahead and do that.

Let me know! If you have made these changes and have seen real results immediately. would you please comment below?

I want you to be able to get Facebook to work for you. It will work using those three things I just talked about today.

Those will change those results on Facebook, almost immediately


Featured Download:

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


Filed Under: Facebook Tagged With: facebook lead generation, facebook page setup

by Christina Ethridge Leave a Comment

Find out today exactly how much you should be allocating for your monthly Facebook ad budget and what kind of Facebook ads you should be running


Featured Download: Download the Facebook ad strategy calendar here! Get your Facebook ad strategy up and running today by downloading the free calendar now!


Today I want to talk about the verbiage “allocating your monthly ad budget”. How much should you spend and what kind of ads should you spend it on?

Who should, well not necessarily who should you be targeting, well yes -Who should you be targeting? We’re going to be talking about it. There is actually a breakdown,

I have a formula for you and I have details for each of those formulas.

How should you be allocating your monthly Facebook ad budget?

Alright, so how should you be allocating your monthly Facebook ad budget? What kind of ads should you be running?”

First of all, when you have your Facebook ad budget, this is going to be unique, this piece is one kind of gray areas that is going to be unique for each person. So that gray area is how much you can budget each month. Okay, so that will be different for each person.

Some of us are bootstrapping this, some of us are starting out with “I can afford $1 a day and that’s stretching it,” okay that’s great!

Some of us are like “Dude, put $500 a day into it” or “I want to spend $500 a day” so one of the things that’s always talked about in my Mastermind, well not always but we talk about it in my Mastermind, is if we want to get this kind of revenue, this kind of money, how much should we be putting into Facebook ads? We are figuring out a formula for us.

Now for real estate agents, we don’t know that formula because most of us don’t track our numbers. We don’t go okay this many ads gets this but what you can do is, you can work backwards.

How much is a typical transaction gross to you, minus your expenses, how much does it cost to get leads, all of these things. What is your conversion rates? You need to know your conversion rates so you can go backwards and see what those numbers are.

So today we are actually going to talk about, let’s just say you have a budget, and I am going to use a budget of $100 a month as an example, because it makes it really easy for me to do the math like that in my head.. I am going to give you percentages you can use that will work the same.

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60% of your budget needs to go out to cold traffic

First of all, allocating your monthly ad budget, 60% of your budget needs to go out to cold traffic, okay? Cold traffic, people who have not liked your page, they’ve never engaged on your page, they’re not on your email list, they are completely unmixed, you have zero connection with them.

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30% of your ad budget to warm traffic

30% of your ad budget to warm traffic and that is your page like, people who’ve already viewed stuff, audiences, website audiences, your email audiences, that’s warm traffic. They’ve had a little bit of a connection with you.  

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10% of your ad budget needs to go into retargeting

Accordingly, 10% of your ad budget needs to go into re-targeting. Very specific re-targeting, if someone landed on a search page on your website, then you would re-target them with seller specific stuff or buyers specific stuff. If they landed on the CMA page of your website, you would re-target them with seller specific stuff. That is re-targeting.

Put the bulk of your budget into cold traffic

So you need to put the bulk of your budget into cold traffic and let me explain this again.  

60% of budget, it’s local, ideally it’s a homeowner and they are unconnected to you in anyway. That 60% is cold traffic.

The next one is warm traffic, 30% to a warm audience, that’s your engagement  audience, your website, your email, your videos, your likes, things like that.

Then like I said, 10% retargeting, specific pages on your web, like they visited specific pages on your website and you’re doing follow up or they’ve responded to a specific opt in and you’re doing follow up.

So most of us will be focusing on that 60% and 30%, the 10% is for really more advanced stuff as you get going, as you get your whole system going.

Right now, let’s focus on that 60% cold traffic and that’s where you’re going to be running your post engagements that I talk about, that’s where you’re going to be posting page like ads.

You will be running some opt-in ads, but really those opt-in ads should be going to your warm traffic, so that’s where you should be going.

One of the big things is you want to have at least,is to know if your ads are doing well, if your page is doing well, you need to have a page reach over the last 7 days of at least 3x your page likes.

If you have 0 page likes you need to have at least a 10,000 reach through your post and your ads.  I know some of this is beyond what a lot of you know, we go into this inside of Leads and Leverage. It’s like impossible for me to go through them right now, but those are some numbers if you have an inkling of what’s going on those are some numbers.

Again, number one- cold traffic 60%, number two- warm traffic 30%, and number three- retargeting traffic 10%.

Alright, so this is a super short post.

I gave you those numbers, and I walked through what they mean.

If you have questions, when you have questions, ask them in the comments below.

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Featured Download


Featured Download: Download the Facebook ad strategy calendar here! Get your Facebook ad strategy up and running today by downloading the free calendar now!


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Filed Under: Facebook Tagged With: facebook for real estate agents, facebook lead generation, facebook strategy

by Christina Ethridge Leave a Comment

Are you one of those real estate agents who sends out unsolicited canned crap? Find out why it is the #1 thing that is killing your email marketing.


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


I’m very feisty today and getting on my soapbox.

What am I feisty about? Email! Well actually, I’m feisty about real estate agents who are  killing their opportunity to leverage email marketing.

They keep doing this one thing. In actuality, this has been going on for many, many years, nearly two decades in fact, and am doubtful if it’s ever going to stop!

Real estate agents are constantly emailing me their crap, unsolicited.

For whatever reason, I’m in their contacts list. I am there for any number of reasons, but the fact is, I’m in their list of contacts and no matter where they are in the world, they send me their email crap. Their open house announcements. Their holiday emails. Their monthly email newsletter. Their solicitations.

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Why do I call it crap and why is it a problem?

It’s a problem because I didn’t ask them to email me. I didn’t opt-in to receive commercial emails from them. I didn’t sign up for their email list and yet, I get them. Someone is telling them to send emails to everyone in their contact list which is a big fat uh oh.

 For every single unasked for email I get, I report it as spam. 

I used to reply and let the agent know what they were doing was illegal, not to mention unwanted and ineffective. But after the umpteenth response of basically “I don’t care” I stopped being generous with my time and knowledge and just simply started reporting them as spam.

This was many years ago that I stopped. Agents simply don’t want to know. Now I’m stepping it up a notch and forwarding all spam right to the Federal Trade Commission (spam@uce.gov).

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Sending an email to everyone in your contacts list is illegal

Here’s the reality, sending an email to everyone in your contacts list is illegal. It’s spam. Did I mention it’s illegal? Not to mention it’s just plain stupid. It ruins your reputation AND the reputation of the industry.

You might be wondering why it’s spam. Well, it’s unsolicited email. Simply having their email address in your contacts list, or having had an email exchange with them in the past does NOT give you permission to email commercial email. Don’t let someone tell you that it does… it doesn’t.

And, even though it’s already spam (because they didn’t opt-in to receive it), I’ll bet you don’t have an opt-out link and haven’t included your postal address. Even if you are adding email addresses to your email marketing system, it’s still spam, because they didn’t opt-in.

You added them in, without asking them if they wanted in. Now, if they gave you permission by signing up at an open house, keep those records. That’s your proof that you have permission.

And here’s the deal, when you DO send spam, and you get reported (which you will), it basically ends up putting your email deliverability out of commission.

What does this mean? It means that when your email address is reported as spam, you get blacklisted and your ability to get into people’s mailboxes reduces to exactly zero.

Zero chance you’ll be able to get an email from you to another person. This kind of stinks, especially if you use your email address for, say, business transactions.

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How your entire domain can get blacklisted

The other issue is that if you are using your business email (and not being lame using an @gmail, @yahoo, @msn, @hotmail, @aol email for your business), your entire DOMAIN gets blacklisted… meaning every single email that ends in @yourdomain will suffer, because of your own irresponsibility.

Side note:
if you are sending business email using an @gmail, @yahoo, @msn, @hotmail, @aol, or any other free email provider, then you need to stop. This isn’t about branding. This is about deliverability.

Google, among many, is reducing, to elimination, the ability for your business emails to get in the inboxes of people… they are working on reducing spam and recently made the announcement that commercial email sent via a free email provider will be punished.

And, that blacklisting doesn’t just extend to email. It will extend to your website ranking in search engines. In other words, we need to stop being lazy, stop making excuses, and start understanding what we are using and using it properly (and legally).

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Why do we do it?

I honestly have NO idea. Well, actually, I do have an idea.

We know we are supposed to “stay in contact” with people. Email is free and easy. We refuse to use any time and money in developing an actual email list, so we get a listing and decide that we need to email out to people, so we just “select all” for our entire email contacts and then hit the send button.

Or we are told to stay in contact with our email list, and we translate email list to mean every email in our contact list.

We do not have permission to send that email and there is no context for the email. Heck, it’s free so let’s just treat everyone’s email address as disrespectfully as possible. Let’s play “innocent” in all of this. Who cares if we should know something about what we are doing, we’ll just play dumb.

After all, we live the phrase “it’s better to ask forgiveness later, than to ask permission now and be told no.”

Or, we go to a conference and we sign up for a newsletter company that gives us an email newsletter that we can “brand” and send out to our email contacts. And so, we do. We just “select all” and start spamming.

Again… here’s why you don’t want to do this…

  • It’s spam!
  • It’s illegal!
  • It ruins your reputation
  • It ruins the industry reputation
  • It ruins your deliverability
  • It ruins your search engine ranking
  • and… it can cost you $11,000 PER OCCURRENCE (EMAIL)
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You Will Lose Business.

You may not know you’re losing business because maybe you haven’t really converted any through email marketing, but I guarantee, you are losing business. When you spam people it pisses them off and they remember it.

Why don’t we take the time to understand what we are using?

We hang our mindset on the excuse that “I’m too busy real estating” and believe that is a legitimate reason not to understand email marketing (or anything else we refuse to understand).

In fact, we are told to leave the “tech stuff” and the “marketing stuff” in the hands of assistants and vendors, who, for the record, don’t know what in the heck they are doing either!

Be that as it may, it is up to YOU to understand what you are using in your business. It’s your business. It’s your reputation. Understand the strategy and then outsource the tasks. We have got to stop making excuses for our lack of knowledge.

So guess what, I’m here to help you get that knowledge, understand that strategy, and implement email marketing so that it works for you, AND, and you are staying in compliance!!

So what do you do if you want to leverage email marketing? What are you supposed to do so that you can stay in contact with people and actually stay “top of mind” with them?

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Here are some email tips…

1) Do not email your contact list, ever.

Don’t even think about it. Your contact list is comprised of every single person you’ve ever received emails from or sent emails to.

And, if you’re like most real estate agents, you’ve mixed your personal email with your business email which means that if you ever sent an inquiry on a craigslist item, you’ve got that person’s email address in your contact list.

If you’ve ever emailed a family member, their email address is on your contact list. Get it? Every single email that has ever crossed your path, whether coming or going, is on your contact list. This is NOT permission or license to email them spam. Don’t even try to pretend it’s ok. It’s not.

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2) Use an EMS, not your contact list (and not a CRM).

What??? An EMS is an email marketing service/system. This is not the same thing as your email contact list and it’s definitely not the same thing as your CRM database.

You must have an EMS (and MailChimp is a viable option for most agents as it’s very inexpensive and extremely simple to set up).

You need an EMS that focuses on deliverability (getting into people’s inboxes) and one that will keep you legally compliant. You do not want to mess with the CAN-SPAM act. It’s expensive.

You also want an EMS (and MailChimp is a viable option for most real estate agents) because it keeps you organized. You can set it up to let you know how someone came into your list. What interested them. Why are they there.

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3) Do not add everyone you know (and don’t know) to your list.

You need to get permission. You want people on your list who WANT to be on your list.

Remember that Cheap Trick song “I want you to want me?'

I want you to want me

I need you to need me

I’d love you to love me

I’m begging you to beg me

THIS is what you want. You want people to want to be a part of your email community and yes, it’s a community, not a list.

To start building your list, you’ll want to have a reason they’ll want to join it. What are you going to send them? How often? What’s in it for them?

Then, you need to drive traffic to your opt-in page for your email list and make it easy for them to subscribe.

Now, there is a whole lot more depth to this than I’ve shared in this article… but do me a favor… ask me your questions. I’ve got 3-4 more training articles in the works to enhance this one. So tell me your questions in the comments below so I can help you leverage email marketing legally AND get results.

Oh, and if you want more people on your email list, then get your Facebook business page setup to drive traffic right into your list! Here’s my Facebook page setup checklist to help get you started.

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Featured Download


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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Filed Under: Facebook Tagged With: facebook lead generation

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