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𝗛𝗼𝘄 𝗰𝗮𝗻 𝗜 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗦𝗮𝗹𝗲𝘀 𝗙𝘂𝗻𝗻𝗲𝗹 for Real Estate Pros❓
Facebook is a different animal than traditional PPC platforms like Adwords.
In other words, Facebook is more than just buying clicks or impressions. Used correctly, it can create a huge opportunity for you.🚀
𝐒𝐭𝐞𝐩 𝟏 – 𝐂𝐫𝐞𝐚𝐭𝐞 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐞𝐝 𝐜𝐨𝐧𝐭𝐞𝐧𝐭
To begin, you’re going to need to have a few different forms of content at your disposal.
This could include an offer, epic blog post, video, infographic. (Capture Awareness and Build Interest) 👩‍💼
Just make sure that it’s on your website/landing page. This will be important later on when you eventually retarget leads and work them further down your funnel.
You’ll need to have multiple forms of content so that you can reach different segments of your audience.
🙅‍♂️A one-size-fits-all approach won’t usually suffice because you’ll have different people at different levels of the buying process.
Some may be cold with very little interest in making a purchase and are simply doing some research.
Others may be warm and seriously considering making a purchase right away.
Having a variety of engaging content will ensure that you’ve got something for all of the little sub-niches of your audience.
And once they’re exposed to your content, they’re in your funnel.
Boom.
𝐒𝐭𝐞𝐩 𝟐 – 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐭𝐨 𝐲𝐨𝐮𝐫 ❞𝐰𝐚𝐫𝐦 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞❞🔥
What I recommend doing first is to promote your content to people who are already “warm.”
By this, I mean people who have already been exposed to what you're offering and expressed some interest.
ex--> people looking to buy their first home, refinance, sell their home etc.
This will primarily be your existing Facebook fans but can also include your website retargeting list.
What you want to do is pay attention to engagement levels and determine which content is leading to the most purchases.
𝐒𝐭𝐞𝐩 𝟑 – 𝐓𝐚𝐫𝐠𝐞𝐭 ❞𝐥𝐨𝐨𝐤𝐚𝐥𝐢𝐤𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬❞
Facebook has a term they’ve dubbed lookalike audiences, “who look like your current customers, visitors to your website or Page fans.”👯‍♀️
In other words, these are individuals with interests, habits, and behaviors that are similar to your existing core audience.
You can think of this demographic as a cold audience that could be easily warmed up to become viable leads.
Therefore, these are the people you want to target.
To do this, you’ll need to go to the Audiences section of Facebook ads.
𝐒𝐭𝐞𝐩 𝟒 – 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐲𝐨𝐮𝐫 𝐛𝐞𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭
Remember the content that resonated the most with your warm audience?
Now you want to take that content and expose it to your cold audience.
Whether it was a video, best rate, new listing etc. that’s the content you want to promote.
Ideally, you’ll be able to move a sizable percentage of your cold audience deeper into your Facebook sales funnel so that they become part of your warm audience.
At this point, they will be aware of your brand and should have at least some interest in potentially making a decision to chose to deal with you.
𝐒𝐭𝐞𝐩 𝟓 – 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐫𝐞𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠
So here’s the thing with advertising on Facebook. Just because they became your lead doesnt mean they have become your client. First of all they need to trust you and to do that they need to be exposed more to your brand or get to know you.
So how do you effectively prime them and move them further down the funnel?
One word — remarketing.
And Facebook is the perfect network for doing this. However adding couple more features like SMS, Email, Phone marketing can increase your chance drastically.
𝐒𝐭𝐞𝐩 𝟔 – 𝐔𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐩𝐢𝐱𝐞𝐥👾
One of my favorite features of Facebook Ads is the pixel.
Here’s how it works.
You create a Facebook pixel
You add the pixel to your website code
You use it to remarket and bring visitors back to complete a purchase
𝐒𝐭𝐞𝐩 7 – Retargeting
At this point, you’re going to make some conversions. But of course, not everyone is going to convert.
So what to do?
I suggest creating another fb retargeting campaign with the intention of reaching those who didn’t convert and encouraging them to schedule an appointment with you to develop trust and turn a warm lead to a hot one 🔥
For instance, your ad might say something like, “Thanks for showing your interest , but you didn’t sign up for our [refinance consultation, home evaluation etc].
As long as you’ve got a solid offer, a good portion of those leads that didn’t convert will go ahead and opt in.
From there, you’ve got them on your email list, so you can keep warming them up until they’re eventually ready to be your client.
𝐒𝐭𝐞𝐩 𝟗 – 𝐖𝐚𝐫𝐦𝐢𝐧𝐠 𝐮𝐩 𝐲𝐨𝐮𝐫 𝐥𝐞𝐚𝐝𝐬 𝐞𝐯𝐞𝐧 𝐦𝐨𝐫𝐞
Okay, so you’ve motivated a portion of your audience to opt in.
That’s great, but it’s not enough.
Just think about it. Roughly 25 percent of the people who opted in will actually open your emails, so you’re still missing out on about 75 percent of would-be sales.
NOW its time to ad more marketing strategies like sms marketing, email marketing and phone marketing. This will help you turn a lead into a QUALITY LEAD
So let’s say that someone became your quality lead. What now?
𝐒𝐭𝐞𝐩 𝟏𝟎 – The Follow Up, Follow Up, Sell
But there’s one more step involved in the Facebook sales funnel.
That’s when you go for the jugular with the follow up sell.
This is where you want to place your attention on the individuals who have filled out an application form, those people you showed a house to, opted in your Ad, etc., but never contacted you back after the first interaction.
I’ve found that the best approach for this segment of your audience is to create a personalized text, phone call that says something like, “Thanks for your interest in [X content], what has stopped you from moving forward?" or "where in the process are you"
At this point, all of your leads should be familiar with your brand and warmed up about as much as they’re going to be. Now hit with the final touch and sell them on your service.
They’re primed and ready to be your client.👇