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by Christina Ethridge Leave a Comment

380% Increase In Facebook Page Likes In 5 Weeks – Case Study

I see it all the time.

Real estate agents asking if they should run Facebook ads.

The thing is, it isn’t a matter of asking if you should or shouldn’t, it’s a matter of asking what, when, how, why.

Yes, absolutely, unequivocally, you should be running Facebook ads for your real estate business page.

However, you should not be running your basic, classified ad. Nor should you be running “boost your post” ads, or sponsored ads.

The first thing you have to do is ask yourself seven basic questions before you run a Facebook ad campaign.

The next thing you need to do is set up an ongoing campaign for Facebook page likes.

Instead of asking your real estate colleagues around the country to “like” your business page, do a targeted ad campaign focused on people who will actually use your services.

It works. Very well.

When I set up my Facebook business page, I asked approximately 25 people that I truly knew personally – that I knew worked in the “space” I was focusing my business in and on. People that I knew would either be a big help to me by promoting me or, people that I knew were a perfect target client for my business.

I did not ask every real estate agent I knew (even though many of them are target clients). I most especially didn’t ask every person I knew (who had nothing to do with my business).

Before I started running an actual ad campaign, every couple of days I would do a promotional post on my personal page pointing my targeted demographic to my Facebook page and asking them to like it and giving them a reason why it would be valuable for them to like it.

Once I hit my requisite 30 likes, I started focusing on studying my Facebook page insights. See, I didn’t want to run ad campaigns until I could see and study and fully understand my Facebook page insights. I wanted to know what my future clients were doing, what they were looking at and when, why they were looking at it and how they were looking at it.

Foolish waste of time and money if you can’t see what’s going on, and why.

So, on November 4th, I had 45 likes. I had stalled at 45 likes for about 10 days. It was then that I knew I needed to implement an ad campaign. Everything before that was simply from my own personal targeted focus.

As of the writing of this article, December 8th, I have 171 likes. In five weeks I was able to increase page likes by 380%.

facebook page likes campaign

 

I’m currently averaging 2 page likes per day. And as you can see, the amount of likes I’m getting daily is increasing. Which means my average will soon rise.

Here’s what I did to increase my Facebook page likes by 380%.

First of all, I run a continual campaign with a very low daily budget ($1.50/day) and a strict focus on generating page likes. So I am spending $45/mo to get people to my page and to like my page.

Secondly, I have been running a single ad campaign focused on generating clicks to a landing page on my website which is focused on getting people to sign into my email newsletter.

This campaign gives them a free book, targeted towards a need/focus that they have, in exchange, they sign up for my email list.

There are no sales involved, no push for sales, nothing. Just a book in exchange for an email address.

I ran the ad from November 15th to December 15th for a grand total of $50.

Now, I focus these ads. Deeply focus. I want to make sure that the likes and sign-ups I’m getting are from people who need and would use my services and products. Having page likes and a big email list mean absolutely nothing if they are the wrong people.

Between these two ads, they have increased my page likes by 380% (taking me from 45 likes to 171 likes) and they’ve added 142 people to my email list.

I like the ratios. I’m running a 1 to .83 ratio. This means for every 10 likes I get on my Facebook page, I’m getting 8 sign ups into my email newsletter. I’m running an 80% conversion rate from Facebook to email.

That’s the goal.

Getting people from your Facebook business page into your email system so you can nurture them. So you can convert them. So you can turn them into happy closed clients.

In an online, information marketing business, there is a direct correlation between the number of people you have in your email list vs. the dollar volume of sales you can expect.

In real estate, it is a 50:2 ratio (when it comes to your unmets). Remember, although these people have subscribed, you still don’t know them personally so they are in your “unmet” database. When you are nurturing your database, you can forecast 2 real estate sales for every 50 names in your database.

Ok, back to the topic at hand.

Yes, you need to run Facebook ads for your real estate page, but you need to do it on a targeted scale, testing ads, testing your targets.

This holds especially true now that Facebook has “revealed” that they are going to continue to decrease organic search to business pages. In other words, you are going to have to pay to play.

Do it wisely. Don’t waste money. Increase your conversions.

You’ll come out on top.

Christina Ethridge is the founder of LeadsAndLeverage.com, helping real estate agents capture, convert and close Facebook leads.

Filed Under: Facebook Tagged With: facebook ad campaign, facebook for real estate, facebook marketing

by Christina Ethridge 10 Comments

How To Generate Lots Of Good Real Estate Content For Your Facebook Business Page

Over on our Facebook group, Facebook for Real Estate Agents, we are hot and heavy into maximizing Facebook for real estate lead generation.

The questions I’m getting both here on the blog and in the Facebook group have inspired me to write an in-depth series on Facebook lead generation for real estate agents. This post is the second in the series, with The Facebook Funnel – The Real Estate Lead Generation Process Using Facebook being the series pilot.

Direct from The Facebook Funnel – The Real Estate Lead Generation Process Using Facebook, today I’m going to teach you about getting a prospect to come to your Facebook business page.

In order to get a prospect to come your page, you’ve got to give them something they want. Something that compels them to want more from you. Something that entices them to come to your page and explore and ultimately, to like your page. That something is called content.

Let’s dig deeper . . .

Every day there are questions such as this one . . .

How do you generate enough good content on your Facebook business page to get people to reach out to you to buy or sell real estate with you?

This question is at the top of most real estate agents minds when they are trying to figure out how to use Facebook to lead generate.

It is multifaceted though.

You’ve got the “how do you generate enough good content” question and the “get people to reach out to you for your services” question.

Today I’m going to address the first part of the question:

How do you generate enough good real estate content on your Facebook business page?

Ok.

Facebook funnel
Image courtesy of [renjith krishnan] / FreeDigitalPhotos.net
First and foremost, you must understand the Facebook funnel. The real estate lead generation process using Facebook.

Go. Take a moment to understand it. It’s about 3 minutes of your time.

I’ll wait.

Now that you are back . . .

Do you remember when I taught you how to build your own real estate content calendar?

Well, you need to do that.

The starting point for “enough good real estate content” is having a master plan aka a content calendar, guiding you with this content.

Make a master calendar with an eye towards the type of content you want to share.

For example, pin point the days and times you want to share home maintenance tips, promote listings, promote blog posts, answer questions, ask questions, post testimonials, promote kudos’ about your town/city, etc.

Now, once you’ve got the master content calendar down, you need to start heading out and finding the content.

Do your research.

Over on my Inman Next post I gave 4 tricks to planning your content in advance.

Check it out. I gave some awesome content resources on there.

The key is, you will need to be well read and knowledgable and you’ll need to make sure it shows.

The other key is, making it “good”. By good I mean engaging, interesting, thought provoking.

There are good ways and bad ways to share your real estate content on your Facebook business page.

The bad way . . . .

  • Constantly providing just a link (with no thoughtful dialogue on your part) on your page.
  • Constantly providing content that the consumer isn’t interested in, but providing it just for the sake of having activity on your page.

What is content your consumer doesn’t care about?

  • Well, they don’t care about the latest Case/Schiller report.
  • They don’t care about what the interest rate is today.
  • They don’t care about being told they should work with a REALTOR©. They don’t like being talked at.
  • They don’t care about content that is not focused on their real estate needs
  • They don’t care about content they can easily get elsewhere

The good way . . .

Now flip this around.

Often, you can provide the almost identical information but in a different way.

  • When you are sharing a link, talk with (not at or to) your prospect and share with them why they should take their time to click on and go to the link source.
  • Provide content they are interested in and care about.
driving traffic with good content
Image courtesy of [Naypong] / FreeDigitalPhotos.net
What is content your consumer cares about?

  • They like knowing that their choice to buy or sell now is a good one. This means instead of telling them now is a great time to buy or sell, that you address their needs and wants for buying or selling. It means that you address their emotional reasons. Don’t just say “now is the time to buy”, that simply doesn’t work. They hear it all . the . time . from people who want money from them.
  • They like knowing that the loan they are getting now is perfect for them. This means instead of telling them they’ll be a failure if the interest rates rise, tell them about different loan options and what kind of buyer each option would be best for. Appeal to the emotions with a touch on the practical. No matter how practical the person, emotion will always rule the final decision when it comes to the purchase of a personal residence. Always.
  • They like having a conversation. This means you need to have dialogue. It means that even if they don’t respond on your page, you need to write your post to them just as if they are standing in front of you and just asked you a question. And then, after you’ve answered their question, you need to ask them a question.
  • They like knowing they know what they are doing, whether they really do or not. Empower your prospects. Help them to better understand the process.

So there it is.

Between the content you create yourself, essentially your blog posts that consist of answers and solutions for the consumer, and the content you curate, you’ll have no troubles finding enough good real estate content for your Facebook business page.

Have you struggled with finding enough good real estate content to fill your Facebook business page?

Christina Ethridge is the founder of LeadsAndLeverage.com, helping real estate agents capture, convert and close Facebook leads.

 

 

 

 

 

 

 

Filed Under: Facebook, The Facebook Funnel Series Tagged With: facebook for real estate agents, facebook lead generation, facebook marketing, the facebook funnel

by Christina Ethridge Leave a Comment

How to extend the life of your Facebook posts

Katie Lance, with Katie Lance Consulting, recently shared an excellent tip on how to extend the life of your Facebook posts over on Inman|Next.  It’s a quick video, with a detailed “how-to”.

facebook tip to extend the life of your posts

Click here to watch the short video.

It’s not just about extending the life of a post.  It’s about promoting a post.  It’s about crossing over your platforms, to reach different audiences.  To drive traffic between your platforms.

My question for you is, are you already doing this?  If so, how is it working for you?  Are you seeing more activity from it?

Christina Ethridge is the founder of LeadsAndLeverage.com, helping real estate agents capture, convert and close Facebook leads.

Filed Under: Facebook Tagged With: facebook for real estate agents, facebook marketing

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