Leads and Leverage

helping real estate agents capture, convert & close facebook leads

  • Home
    • About Us
    • Testimonials
  • Free Training
  • Products & Services
  • Join us!
  • MEMBER LOGIN

by Christina Ethridge Leave a Comment

How do you know where you should be investing your Facebook and lead generation budget for the rest of 2018? Avoid all those SHINY objects and discover the TOP 5 (and the BEST) places you should be spending it NOW!


Sneak past your colleagues and dominate Facebook. Join me inside THE VAULT: CLICK HERE to join:


Do you know, or how do you know where you should be investing your lead generation budget for the rest of 2018? How do you know?

I’m going to be going through with you the top five places that you as a real estate agent should be putting your lead generation budget into and why.

They are the top five!!

This will allow you to completely ignore all of the shiny object vendors, all of the lead aggregators and everything else because you will know exactly where your money needs to go to get the biggest return and to get the biggest bang for your buck.

Today, I’m going to talk with you about the top five places that you should be investing your real estate budget, specifically your lead generation budget.

Now there are two different budget categories under “marketing.” One is actually lead generation and that’s what we are going to talk about today. But the other is the “branding,” or  “exposure” or the “name recognition.” Now I put quotes around all of those because, yeah, those are all kind of areas where we think we are spending money on marketing and we are not. We are actually throwing it away.

But, but, here’s the thing, that “branding, name recognition, exposure,” those are often things that you wouldn’t, like, almost like donations, where you raise money to support Little League or you would go and sponsor a humane society event or something like that.

Those are things that don’t really bring in lead generation. I categorize them as “good give-back.” And they do give you a little bit of community involvement recognition and those are things you should be doing anyways, absolutely, if you are involved in your community. You should be doing that. You absolutely should be doing that.

However, we are talking about lead generation today.

If you want, I actually have the download to all of the resources that I’m going to be talking about today, the checklist download, and the full training article that I had written for you and published for you on this so that you can go back and I will have that all sent over to you via Facebook Messenger.  

If you would just type in the comments of the video above, if you would just let me know if you want those resources and type in SEND ME THIS STUFF I will get it sent to you. It’ll be a link to that training video and there will actually be another link to the resources.

Now, let me be very, very clear about this. There are two subsets of your marketing budget.The first one is lead generation.

That’s the important one.

The second subset is, like I said, the branding, the name recognition, the exposure, etc. So yes, you need to be doing that. That’s your community involvement stuff, that is your name on the banners at baseball games, that’s your sponsoring park and rec, all that kind of stuff. And put that towards where your passions lie- if you have a passion for animals, if it’s for the homeless, put it towards homeless shelters, etc.

But that’s not what we are going to be talking about today, okay? That is separate. What I’m talking about today is lead generation, like, this is how you are going to grow it, how you will scale it, etc, so you can make more money and spend more time working on the passions you have.

I am assuming that that’s your goal, that your main goal, to make money for your family, clothe yourself, put a roof over your head? And you should be putting your money towards whatever passion you want to be, whether it’s for kids, for the arts. It doesn’t matter, but you have to make that money first!

Go to top

What Are The Five Areas For Your Lead Generation Budget?

So, let’s go over these five areas- when we are talking about lead generation we are actually talking about building your list, okay.

I’ve talked about this a lot and I’m actually going to be doing a video every single day in the month of August. I realize that today is July 31st so I’ve kind of already started this today.

But I’m going to be doing this everyday in August and it’s going to be all about these things that you need, about lead generation, about email marketing, about all kinds of stuff because I want you to go into the second half this year and so that you don’t start getting sick to your stomach because we know that the busyness of the summer is not going to extend and so we need to ramp this up now.

That’s what we are going to work on.

So there are five areas where you need to putting your lead generation budget and I’m going to tell you right now that not a single one of them will be going to a real estate specific vendor. You will not be sending money to Zillow or any other lead aggregators. That is not putting money into your lead generation budget.

Here’s what I have seen….I realize that there are people who are getting business from paying for things like Zillow, Trulia and Realtor.com.  I realize there are agents that do that.

However, this is what I’ve seen behind the scenes of individual sole-preneurs and big teams. They dump money into these sources but they don’t ever convert them into leads. Like, they don’t. They don’t actually contact the leads.

What they are dumping money into and hoping for is, “Oh, hey, some one random lead is actually just going to call them and want to buy or sell real estate.” Almost just like a sign call; you put a sign out there, you get a call, boom you got a lead.

No, that is not the way that online lead generation works. We want it to but that’s not the way it works.

So we are going to talk about the things that you need so that you can number one capture leads, number two convert leads, number three close leads. Capture, convert and close. Those are the three things that you need to be focusing on.

Alright, so let’s talk about the five areas, the five places where you need to be putting your lead generation budget.

Go to top

Facebook Budget

The very first place is a Facebook budget. I know, I know, you are probably like “what about Instagram? What about Pinterest? What about all this other stuff?” or “People say that I’m wasting time with Facebook. Other people say I should just pay a vendor to do Facebook stuff for me.”

No.

There are things about Facebook that you can outsource- but you have to understand how you are going to make it work for you because just running ads doesn’t work.

Not over the long haul.

You need to have a budget to put into Facebook. If that means you’ve got one dollar per day to put into Facebook, then guess what? You’ve got one dollar a day!

It is harder and takes longer to start out like that but you can do it. You need to have a budget for your Facebook ads and when I say a budget I mean like something consistent. Not like “oh, I just had a closing so I’ve got $500 now. Let’s spend it all this week!”  No. No. You need to have a budget going over time.

If your only source of income is your real estate business and you do not have enough transactions to continue budgeting to keep building your real estate business, you need to go get a side hustle so that you can continue building your real estate business.

I know, I’m one of those, I’m like the antithesis of all the other people in the real estate industry who are like “you need to be in this full time, and you need to do this or that.” But guys, if you can’t afford the marketing budget that you need to have in this then you need to go find a way to get a side hustle. Go drive for Uber, do something to get a side hustle to help grow this business for you.

You can bootstrap it but you have to have income coming in to bootstrap.

So Facebook budget- you gotta have a Facebook budget. If you want to generate high quality, action taking leads, you must absolutely have that in there. Period.

Go to top

Training

Number two, number two is training. You need to actually invest in training and I’m not talking about going to conferences that a whole bunch of “guru’s” or “top producers” get up there and  tell you fifty different things that you need to do for your business.

That just creates a big headache. It just creates confusion, it creates a nightmare. Let’s just face it.  Most of the teachers that are up there that haven’t been in real estate don’t understand the business, They’re just teaching based on I don’t know what, based on whatever their expertise is but it’s not being a real estate agent, living the life, growing their business that way.

Most of the teachers have never even had to start and launch or feed themselves from their own business.

They’re hired by training companies. So most of them that I know are on like platforms. This is not all…I know a lot of teachers are not like that but I just want to let you know that when you’ve got vendors that are teaching you stuff as far as like teaching you how to do stuff most of those people teaching it are teaching a pre-packaged stuff.

They aren’t teaching from experience. Just be aware of that.

I’m also not talking about the “top-producers,” and I put quotes around that because the definition of top producer is pretty loosy-goosy. So let me just say, that when top producers get up there and say “oh, I did this awesome, amazing, expired thing and you need to follow that,” and then someone else gets up there and says “I did this amazing open house thing” or “here’s what I did,” then another gets up there and says “here’s what I did for my customers, this awesome and amazing thing,” and pretty soon, you’ve got fifty of those.

And pretty soon you’ve got fifty different things you are doing, and let me tell you, you’ll fail because every single one of those top producers who got up there, they actually did one thing, focused on one thing really well and grew it and then added another layer and then grew that and then added another layer to it.

They did not go to a conference like this and try to implement every thing. No that is not the kind of training I am talking about.

I am talking about understanding the strategy behind everything that you are doing, the strategy behind the lead generation for your business, the strategy behind knowing the holes and the gaps in your business, and finding the pieces, not the band-aids, the pieces to plug in there.

It could be a person, a software, or just a task, it doesn’t matter what that is, you have got to understand all of that. Most of the time, in real estate, we are told that you need to spend time on money making activities and Facebook is not a money making activity or that email is not a money making activity.

And I will tell you right now, I will go head-to-head with any real estate “guru” who gets up there and NO..yes it is! Absolutely it is!  

That is how we did over four-thousand transactions in the less than eighteen years. I have the experience, I have the stuff  to prove it, and that’s why we were able to do hundreds of transactions while everyone else was dying in the recession.” Because I invested my time into our website, because I knew it was a money making activity, I invested my time in email marketing, because I knew it was a money making activity.

I did not outsource certain things, I learned the strategy, I learned how to leverage it. And then and only then, did I outsource the task of it.

If you are going to build know-like-trust relationships online you have to be involved. You can’t outsource it to a VA in the Philippines, in India or whatever, you have to do it. And absolutely understand the value of blogging, the value of email marketing, the value of Facebook, absolutely, because that’s literally how you build relationships online.

That’s how you literally, I’ve been saying “literally”  a lot because we are talking about the real meaning of that, and I’m around my kids who say it all the time, but the thing is…Oh and I just lost my train of thought with that. Boop!!

Sorry about that, you need to actually be understanding how to extend relationships and grow them, so that you get “come list me” calls! So that you are building relationships on a one to many scale, so that you are not constantly having to go door knocking for each sale- that’s the kind of training that I’m talking about.

Training on how to actually grow a business, not training on how to use a software, not training on how to use a vendor’s tool, not training on how to hire a lead aggregator not training on “here, I’m this girl, and I did this and that.” I’m talking about knowing and understanding how to grow a a real estate business, and how to move it forward online.  

Number three, so I am kind of a rant here too gosh because I’ve been hearing that a lot of people are outsourcing the health of their business, the growth of their business, the very essence of their business, and they wonder why they are failing. Like they are literally outsourcing it to somebody who they think knows how to do Facebook marketing because they think “oh, they are a millenial.

They are on Facebook and Instagram all the time, I’ve hired my twenty-four year old”, or whatever, to do my Facebook because they’re on it all the time.” Well, being on it and snapping and chit chatting with influencers is not the same thing as lead generating to sell a $500,000 house. Not the same thing. Not even close.

So if you are outsourcing your Facebook because you don’t want to learn it, you either need to get out of the business, or rethink your mindset and go, “okay, alright, this is the new world. I need to at least understand the strategy.” You don’t have to know all the tech, but you do need to understand the strategy of how it will be used, right? Okay, that’s number one and two.

Go to top

Landing Page Software

Number three, landing page software. You need to invest in landing page software, specifically, LeadPages. Specifically, LeadPages. No, there is not a real estate specific landing page software that does a better job that LeadPages, you need LeadPages, flat out. That’s what you need. You cannot drag people to your website, not for this, you are not going to capture leads and do your list building. You need to invest in landing page software.

Website

Number four, you need a website. However, you need a website that is mobile responsive, you need a website that is lead-capture optimized, you need a website that is content marketing focused, you need a website built on WordPress, not customized, you need a website that you own that is not on a proprietary software.

A lot of the real estate vendors they’re on proprietary softwares, you don’t want to do that, you want to be on WordPress and you want to be able to add, edit, etc whenever you need too, and you want to own as much of that website as you can on your own.

Go to top

Email Marketing Software

Number five, this is a specific one. You need email marketing software. I am not talking about Top Producer, Realvolve Contactually, Lion Desk, Followup Boss. I’m not talking about those, those are your database, those are your CRM’s.

I am talking about email marketing software like MailChimp, or Ontraport, very specifically, you can even use Active Campaign or Convertkit, or anyone one of those. Email specific software, email marketing software, or “EMS,”very specifically.

Their focus as a company is to make sure that your emails get into the user inbox. Statistically 30% of all email that is sent is not received by the end user.

30%!

That means that three out of every ten emails sent out is not received by the end user, for a number of reasons, like it could be on the send in. It could be after you send something it goes out through your gateway to get out but your gateway could be blocking it.

The other way their ISP could be blocking it. It could be Gmail blocking it. It could be Hotmail blocking it. It could just be random stuff that happens. 3 out of 10 emails do not reach the end user.

The whole way that you are going to grow your business is to have an email list that you can engage with, and if they can’t get your emails because you’re using something like Top Producer.

Top Producer actually has their standards, their specific standards unrelated to the CAN-SPAM Act unrelated to everything else.They have their standards that they apply. They only allow so many emails to go out. If your email has specific wording it in they won’t let it go out.

You do not want to use a company that is not an expert in email marketing. MailChimp is free, so I recommend you use MailChimp. It’s free for you to start. That’s where you want to go.

So you have to know, if you want a strong, consistent and stable real estate business, you have to be both capturing short term and nurturing long term leads. And that’s what all these things do, from your email, to your website, to your landing page software, to the training you need to have and your Facebook budget.

Go to top

All These Pieces Work Interchangeably

All of those pieces work together interchangeably. When you go door knocking, when you’re first starting out you are going to put people into your email software. You are going to send them stuff.  

When people are on Facebook you are going to drive them to your website. When people are in your email you are going to drive them to your website. From your website you’re going to drive them to your email. From your website you’re going to drive them to Facebook.

You are going to have this huge, circular chaotic, seemingly, web going on because you will want to catch them in your web.

These five places are very, very important that you are spending your money, and seriously, the most important of all of these is your training.

You need to get training that exposes the gaps, the real gaps in your business. Not training that tries to convince you to use a different CRM than you are already using or a different photo source than you are already using, or a different whatever.

You need training that fills in the gaps. So you are not wasting your time buying products from vendors for whatever reason because you think “yeah I need this lead” but instead of looking at it like “yeah I need leads” you are look at it and where are my gaps?”

That’s why it’s really easy for me to not even go to the expos or go to any of the vendors and stuff. I skip past all of them because I don’t have a gap outside of me in my activities, I don’t have a gap in my business currently.

I do know that there is a point, I’m sending out so many emails now, that there is a point where I am going to have to have my own private IP address. I know that’s my next step but I already know my solution for that.

So for you, if you are not sending out emails on a consistent basis, and you don’t have an email marketing software, that’s a gap in your business. So you only look at the places where you have gaps.

Go to top

So How Do you Know Where The Gaps In Your Business Are?

You know the gaps from the training you get. You know there are gaps when you know there’s a holdup. Are you holding something up because you aren’t doing a certain task? Can you hire someone to help you with that task? And I’m not talking about your relationships, I’m talking about tasks.

And what I mean by that is you need to be the voice on everything that you do. You need to be the voice on your Facebook posts, on your email marketing, etc. But someone else could put all of the pieces together for you and send it out as long as you are the voice that’s in it.

You are the one actually doing the writing of the post, but they could be putting all the stuff together for it. You don’t have to be the one putting all the links in it and all that stuff. You just show up and do your thing.

Does that make sense? Hopefully that makes sense for you guys.

Go to top

Recap of The Top Five

Alright, so the top five, Facebook budget, training, landing page software, LeadPages specifically, website and email marketing software, all five of those.

That’s what you will need if you are going use online lead generation and let’s face it, if you want to be a successful real estate agent in 2019, 2020 or 2021 or beyond you have to be running your business with online lead generation as a very strong foundational piece to your business.

Face-to-face, alone, not going to work anymore.

You have to have it combined with online lead generation, period. That’s how you are going to grow. Because that’s where people are getting in front of you, because of this.

So that’s the goal for this. That is the purpose of all the training videos I’m going to be doing this month. I really want you to dominate, so we’re going to work on this.

Go to top

What’s The First Step?

So what’s the first step? The very first step is join me inside #THEVAULT and Leads and Leverage. The link is inside the description of the video.

Come in and join us!

We are diving into lead generation this month inside of Leads and Leverage and we are going to go deep. We’ve got what’s working with members now who are bringing in leads like they are so overwhelmed with leads that they aren’t sure what to do!

So that’s what we’re working on that with them and helping them convert those leads, etc. We’ve got people now, they are just on the “come list me now” wagon, that’s all they can get, just “come list me” calls. We’ve got other people who spend just a dollar a day on their Facebook budget and they are getting a closing every single month from it.

That’s what we are doing inside of Leads and Leverage.

If you want in, come in and join me, the link is in the description, it’s to #THEVAULT. Lots of archived trainings that are available for you especially Facebook Lead Generator and The Art of Nurture; huge amounts and of course Leads and Leverage inside the membership.

Go to top

Q & A

Alright you guys got any questions?

Richard says 

What about Canva?

Well, it’s not one of my top five specifically but you could totally use Canva. People use it for images, etc. I happen to use PicMonkey and their new beta version, but yeah, it’s not one of the top five as far as lead generation.

It’s a tool you can use to enhance the different things you put out for your lead generation. But it didn’t make my top five because it wasn’t actually for lead generation. People use all sorts of things. You could just flat out take the picture and not use any editing software.

Okay, so awesome, you guys are awesome. Hi, hi! I am saying hi to everybody! So I’m going to come back, oh, someone asked “where’s the link?” The link should be right in the description of this video, if you click “see more.” Actually, here, I will also put it in the comments. If it will let me, hold on. Let’s see if it will let me put it in the comments…. Yes it will let me put it in the comments. There you go.

Okay, so come join me in #THEVAULT.  

Tomorrow we are going to be talking about something that is kind of hitting the fan right now.

Go to top

Guess what’s hitting the fan right now?

I don’t know. Most of you should have heard about this, as real estate agents if you use Back At You Media or Real Estate Agent Directory or any of those auto posting real estate information services and you have been posting to your personal profile, starting tomorrow, August 1st, you will not be able to use those services to post to your personal profile.

You will have to use them only for your Facebook business page,and I know there are a lot of disappointed agents out there because they feel like they only get business from their personal profile.

They don’t feel like they get any business from their business page. So we are going to talk about that new rule,because it is a feature that Facebook has turned off finally and I’m going to talk to you about how to get your Facebook page set up so that you can actually generate leads from it.

That’s the point right of it right to generate leads from this to get that Facebook page working because our profiles, people already know us, but our page, people don’t know us. So how do we get to people to know us, like us and trust us,and engage with us? That’s all on tomorrow.

Go to top

Send Me The Stuff

So if you want to be sure that you are getting notified of all these live trainings in August all you have to do is type SEND ME THE STUFF in the comments of the video. Then go over to your Messenger, talk to #RIBBIT. Like say “hi” to #RIBBIT. He is our Messenger bot. Say “hi” to him or whatever he says to tell you and get this because you have to opt in.  

So if you want me to tell you I’m going live every week day in August, around 10am Pacific Time; there may be one or two exceptions due to previously scheduled items that I couldn’t reschedule but typically it will be 10am Pacific Time, and I will talk from about fifteen to twenty minutes, and I am going to walk you through quick mini-trainings on what to do, how to do it, etc.

And so tomorrow we’re going to start with what do you do with you not being able to post that kind of stuff on your personal profile anymore. Like literally it is being  turned off on Facebook so what do you do? I’m going to show you.

Alright, you guys, I will see you inside #THEVAULT.

Come join us! You guys are awesome. I will see you in there and also I will be answering any questions you may have in the comments, I’m going to come back through in the next couple of minutes and answer as much as possible. If I can’t answer it fully, I will point  you to one of the trainings that will answer it.

You guys are awesome. I so enjoying doing this. You guys energize me beyond belief and I get fired up when I see people “mistreating” you, I guess and leading you astray. And I realize that everyone has businesses they need to run but I just don’t want you wrongly spending your money.

I really want you in control of your business. I don’t want a broker controlling you or a franchise controlling you or a vendor controlling you. I want you in control of your business.

This is your business. It’s no one else’s. Don’t let anybody else make you think that you have to have these things. Everything that I recommend is something that you need to own separate from your brokerage, separate from your franchise, so that you actually own it so that you can control it because this is your business, and you are building a business, and I don’t want you to be a part of the 87% who fail.


Sneak past your colleagues and dominate Facebook. Join me inside THE VAULT: CLICK HERE to join:


Go to top

Filed Under: Facebook Domination Secret Tagged With: lead generation, lead nurturing, online lead generation

by Christina Ethridge Leave a Comment

Don’t underestimate the power of saying thanks and celebrating life. Learn the 5 simple steps today on how to turn holiday cheer into lead conversion with Facebook


[Featured Download] Need a step-by-step checklist for this? I created one for you. Click here to download it and enjoy.


Celebrating with people will bring you more business than selling to them

Do you want more real estate closings in 2018?

I’m sure you do, so I’m going to show you something powerful and yet so simple. Something that we sorely underestimate in its ability to convert people to using our services.

I’m sure you’ve either heard of or even run your own Facebook ads for seller and buyer leads.

You’ve probably also heard me talk about how important it is to make sure your Facebook business page likes are highly targeted, aka beneficial to your business.

 Online lead generation isn’t always about how many people you get into your database. 

Go to top

Don’t underestimate the power of the simple things in lead conversion.

If you don’t believe me when I say you need to remove all of your friends, out-of-area family and real estate colleagues from your Facebook business page, please stop right now and read this article.

If you move forward with what I’m going to show you with a mixed audience, you’ll waste a whole lot of money and see minimal results from what follows.

Go to top

OK, are you ready? Let’s do this.

One of the best ways to convert prospects into clients is to give to them without the expectation of return. I know you’ve heard this before but what does it mean exactly and how does it apply to your online presence?

Well, in this case, it’s about saying thanks, making people feel special and celebrating life. Specifically, I’m referring to running holiday ads on Facebook that are geared toward your Facebook fans and website visitors.

Go to top

Give without the expectation of return.

You might be wondering, how does running holiday ads convert prospects? When you do it well and often you create an avalanche of good will and as we all know, what goes around comes around.

People love it when someone else says or does something that makes them feel good.

Even Facebook knows how to do it:

Here’s the deal: Doing this is so incredibly easy (and inexpensive); it’s a no-brainer.

Here, I’ll show you how to run this step-by-step. If you have any questions  please hop into the Facebook for Real Estate Agents group to ask and I’ll see what I can do to help you.

 Making people feel special is one of the best ways to convert prospects. 

Go to top

Step 1: Aim your traffic and your targeting

Make sure your Facebook page likes are highly targeted. Like I said earlier, this will be a waste of money and time for you if you’ve got your random family or friends and colleagues connected to your business page — random meaning people who are not your ideal client.

If they live in Turkey and aren’t contemplating a move, they are random.

Go to top

Get rid of your detrimental page likes.

And, make sure you are pixeling your website traffic. This means your Facebook Ads Pixel should be up and running on your website.

Facebook ad conversion depends upon targeted page likes.

If you aren’t sure where or how to do this, here’s a quick explanation:
Go to Facebook Ads Manager
Go to Audiences Go to Create Audience
Go to Custom Audience
Go to Website Traffic
View or Create Your Pixel Code

Install your pixel code on your website (you might need help from your website creator)

Note: If your site is a sub-site of your broker’s, or you’re using eEdge or a mass template that doesn’t allow you to add code to the header section — <head> </head> — of your site, you will not be able to pixel (or target) your website visitors so this step will not be an option for you.

And, if this is the case, you need to look at better website options. The power of using Facebook lies heavily in the power of ad targeting your website visitors.

Go to top

Step 2: Choose your (original) visuals

Select your image and optimize it according to Facebook’s standards.

You have so many options open to you, but always remember, you absolutely must own your image — in other words, you must take the picture yourself — or you must have written permission to use the image.

All photos are copyrighted by the creator automatically the minute they are created, and the last thing you want to do is ruin your reputation (and run into legal issues) by stealing someone else’s photo.

So you can’t go to Google or Flickr or any other source and just pick an image to run. You have to make sure in writing that you, as a business, are allowed to use the picture. Most free-use images exclude commercial gain.

Don’t make this mistake.

Stop stealing! Those photos aren’t yours.

I highly recommend using Shutterstock to gather images. The quality and selection are second to none. You want a fabulous image that stands out against everything else on Facebook.

Some keywords you can input on Shutterstock include: Christmas, holiday, Christmas manger, Hanukkah, December, new year, holiday celebration, etc.

Next, go to PicMonkey and resize your image. You want 1200 by 1200 pixels for this particular creation.

Go to top

Step 3: Put your ad together

Create your ads. Here are the steps you’ll need to follow to create your ad (inside Ads Manager):

Create Campaign (name it)

Buying Type: Auction

Objective: Page Post Engagement

Create Ad Set (name it)

Note: You’ll want to run two ad sets — one for website visitors and one for page fans.

Budget: (Choose)

Schedule: (Choose)

Audience: (Custom Audience: Website Visitors or Page Likes)

Placement: (Choose)

Optimization and Pricing: (Leave default)

Advanced Delivery: (Leave default)

Create Ad (name it)

Text: Give your holiday greeting

Image: Upload your image

Go to top

Step 4: Go live

It’s time to publish your ad. Don’t be nervous, this is going to be fun!

 Don’t underestimate the power of saying thanks and celebrating life. 

Go to top

Step 5: Enjoy the journey

Yes, enjoy this. When people comment on your ad — respond to them. Engage with them. They wouldn’t comment if they didn’t want to engage with you.

Did you make people feel special? Please share your results in the comments section below.

Go to top

[Featured Download]

Need a step-by-step checklist for this? I created one for you. Click here to download it and enjoy.


Go to top

Filed Under: Lead Generation Tagged With: facebook ads, facebook marketing, online lead generation

by Christina Ethridge Leave a Comment

Lead generation starts with a mindset shift. Don’t chain yourself to Facebook — leverage key pieces to manage your time


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


Lead generation starts with a mindset shift

You need to have a strategic plan — and implement that plan consistently if you want to drive leads into your database from Facebook.

Your Facebook Business Page Setup

First and most importantly, your Facebook business page setup should allow you to generate and capture leads. Often the best way to do this is to have a Facebook business page that produces leads combined with an email-specific database to drive them into.

Go to top

Use MailChimp

In this case, I recommend MailChimp. (No, your real estate-specific contact relationship management program is not the best place for your email database.)

 Success is dependent on your foundation. 

Go to top

Your Page Category

Construct your Facebook page to act as a lead machine. Your page category most likely is currently set as a local business.

Well, I’ve got news for you — if you don’t physically own the brokerage and your name isn’t on the deed or lease agreement for the brokerage, you are not a local business

You are a service, and your page category needs to reflect that.

 Your real estate lead generation success is dependent on your foundation. 

Go to top

Your Page Name

It’s also likely that your page name is either your name, your team name,your brokerage name or another official business name.

It’s no wonder people don’t want to “like” your agent page. When your page is centered on you, your future clients won’t be interested.

However, when your page name reflects what you can do for them and their future lifestyle, your clients will pay attention.

Let’s be real here: No one cares about you and your business. People do care about themselves and where they live.

Name your page to appeal to the clients you hope to attract.

Go to top

Capture Points

Your capture points — and there are more of them than you may think — also serve as key elements to a successful lead-generation Facebook page.

Take advantage of all the available outlets to acquire leads, including your profile and header photos, which are insanely powerful toolsl.

You can also use your “about” section and Facebook-provided call-to-action button, just to name a few.

A healthy Facebook page is always growing

Indeed, you must have every capture point ready to go. But to make this happen, first make sure you’re categorized correctly.

Here’s the deal:
After your page is organized for lead generation, it’s time to start thinking about growth.
No, I do not mean ask and invite everyone you know to your page.
And I do not advise you to connect with every real estate agent known to man.

A healthy Facebook page is always growing with your target audience.

Go to top

You Want Beneficial Page Likes

You want beneficial page likes — not detrimental page likes. This is key. You need to decide who you most want to work with.

Focus on that 20 percent of your business that gives you 80 percent of your success both financially and emotionally.

Target that 20 percent.

Go to top

Create a Targeted Audience

Create a targeted audience in Ads Manager, then set up and run the page like ads to that audience. Turn those ads on, and never turn them off.

You want your page to be always growing with your target audience. Why? For one, it shows authority. Strive for relevant and targeted authority in your marketplace.

Fresh fans also foster energy. They keep your page hopping. They keep it active. Having new fans excited about your page is essential in spreading the word about your content and reaching more leads. They keep interaction on your page alive. — for free.

In a nutshell, driving a targeted audience to your business page every single day improves your overall reach and engagement. Not to mention, your future ad costs will drop dramatically.

Go to top

Consistently Vet Your Page Likes

First, change your mindset. Your Facebook page likes are another “database” for you. Always think of your page likes as a targeted database. Your goal is to build and drive that list both to your website and into your email lead compilation.

Your Facebook page likes are another database for you — treat it right.

Go to top

You Don’t Own Your Facebook Page

Now, you don’t own your Facebook page, and Facebook can change or take it away at any time. But while you still control it, stay focused on building your page-like community — with targeted page likes — and driving that community into your database.

You wouldn’t arbitrarily snail mail anyone and everyone — it’s a waste of your time and money. So don’t allow a buildup of page likes consisting of just anyone and everyone. (This includes your real estate colleagues.)

Go to top

Reach and Engagement

Your reach and engagement are affected negatively when your audience isn’t targeted or responsive. Your ad spend is higher when you are paying to reach people who aren’t your target audience.

Determine if your targeting is on point so that your future ads knock your return on investment out of the park. Your ad relevancy and results are decimated when you have an unresponsive (read that as un-targeted) audience.

It’s much less expensive to test out your audiences with page likes. You can quickly and easily vet each one rather than blindly run ads to audiences that aren’t fully targeted.

Scale Your Ad Spending

Vetting your page likes makes it easier to scale your ad spending with the assurance that it’s right on target.

Go to top

Content Must Be Consistent and Frequent

I’ll bet you’ve heard, as recently as today, that you should post a particular type of status update on your Facebook page to get engagement.

Well, that’s fine and dandy and it might get you engagement right now, at this moment. But, what about 24  hours from now? What about 24 days from now? 24 weeks from now?

Facebook applies multiple algorithms and they are always changing. It’s absolutely impossible to stay on top of what works at a particular time.

And what works for one business type and one audience doesn’t necessarily work for another.

Remember, you are focusing on the 20 percent of effort that gets you 80 percent of your return.

Go to top

Content expires in the news feed within about three or four hours

And for most agents, because their page likes are so integrated with junk likes (i.e., real estate colleagues around the country), their content expires almost immediately.

Don’t waste your energy trying to game the system or trying to beat the Facebook algorithm. Instead, be consistent, and be frequent.

Consistency and frequency will knock your real estate lead generation out of the park
Get interesting and relevant content up on your page at least once every four hours.
Go to top

What is The First Step You Are Going to Take?

So, now that I’ve told you what you need to do, what is the first step you are going to take?

Go to top

Featured Download  

I want to help you, that’s why I created a Facebook page setup checklist — just for you. Click here to access it.


Go to top

Filed Under: Lead Generation Tagged With: facebook page setup, lead generation, online lead generation

  • 1
  • 2
  • 3
  • Next Page »
Copyright 2019
LeadsAndLeverage.com
9323 N. Government Way #411
Hayden, ID 83835
All Rights Reserved
  • Privacy Policy
  • Our Guarantee
Transaction Processing
Image(s) or Footage (as applicable) not personally taken and owned by Christina Ethridge are otherwise used under license from Shutterstock.com