01/16/2021
๐๐ผ๐ ๐ฐ๐ฎ๐ป ๐ ๐๐ฟ๐ฒ๐ฎ๐๐ฒ ๐ฎ ๐๐ฎ๐ฐ๐ฒ๐ฏ๐ผ๐ผ๐ธ ๐ฆ๐ฎ๐น๐ฒ๐ ๐๐๐ป๐ป๐ฒ๐น for Real Estate Prosโ
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.๐
๐๐ญ๐๐ฉ ๐ โ ๐๐ซ๐๐๐ญ๐ ๐ฌ๐๐ ๐ฆ๐๐ง๐ญ๐๐ ๐๐จ๐ง๐ญ๐๐ง๐ญ
To begin, youโre 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) ๐ฉโ๐ผ
Just make sure that itโs on your website/landing page. This will be important later on when you eventually retarget leads and work them further down your funnel.
Youโll need to have multiple forms of content so that you can reach different segments of your audience.
๐
โโ๏ธA one-size-fits-all approach wonโt usually suffice because youโll 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 youโve got something for all of the little sub-niches of your audience.
And once theyโre exposed to your content, theyโre in your funnel.
Boom.
๐๐ญ๐๐ฉ ๐ โ ๐๐ซ๐จ๐ฆ๐จ๐ญ๐ ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐ญ๐จ ๐ฒ๐จ๐ฎ๐ซ โ๐ฐ๐๐ซ๐ฆ ๐๐ฎ๐๐ข๐๐ง๐๐โ๐ฅ
What I recommend doing first is to promote your content to people who are already โwarm.โ
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.
๐๐ญ๐๐ฉ ๐ โ ๐๐๐ซ๐ ๐๐ญ โ๐ฅ๐จ๐จ๐ค๐๐ฅ๐ข๐ค๐ ๐๐ฎ๐๐ข๐๐ง๐๐๐ฌโ
Facebook has a term theyโve dubbed lookalike audiences, โwho look like your current customers, visitors to your website or Page fans.โ๐ฏโโ๏ธ
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, youโll need to go to the Audiences section of Facebook ads.
๐๐ญ๐๐ฉ ๐ โ ๐๐ซ๐จ๐ฆ๐จ๐ญ๐ ๐ฒ๐จ๐ฎ๐ซ ๐๐๐ฌ๐ญ ๐๐จ๐ง๐ญ๐๐ง๐ญ
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. thatโs the content you want to promote.
Ideally, youโll 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.
๐๐ญ๐๐ฉ ๐ โ ๐๐๐๐๐๐ญ๐ข๐ฏ๐ ๐ซ๐๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐
So hereโs 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 โ 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.
๐๐ญ๐๐ฉ ๐ โ ๐๐ฌ๐ข๐ง๐ ๐ญ๐ก๐ ๐
๐๐๐๐๐จ๐จ๐ค ๐ฉ๐ข๐ฑ๐๐ฅ๐พ
One of my favorite features of Facebook Ads is the pixel.
Hereโs 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
๐๐ญ๐๐ฉ 7 โ Retargeting
At this point, youโre 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 didnโt convert and encouraging them to schedule an appointment with you to develop trust and turn a warm lead to a hot one ๐ฅ
For instance, your ad might say something like, โThanks for showing your interest , but you didnโt sign up for our [refinance consultation, home evaluation etc].
As long as youโve got a solid offer, a good portion of those leads that didnโt convert will go ahead and opt in.
From there, youโve got them on your email list, so you can keep warming them up until theyโre eventually ready to be your client.
๐๐ญ๐๐ฉ ๐ โ ๐๐๐ซ๐ฆ๐ข๐ง๐ ๐ฎ๐ฉ ๐ฒ๐จ๐ฎ๐ซ ๐ฅ๐๐๐๐ฌ ๐๐ฏ๐๐ง ๐ฆ๐จ๐ซ๐
Okay, so youโve motivated a portion of your audience to opt in.
Thatโs great, but itโs not enough.
Just think about it. Roughly 25 percent of the people who opted in will actually open your emails, so youโre 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 letโs say that someone became your quality lead. What now?
๐๐ญ๐๐ฉ ๐๐ โ The Follow Up, Follow Up, Sell
But thereโs one more step involved in the Facebook sales funnel.
Thatโs 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.
Iโve found that the best approach for this segment of your audience is to create a personalized text, phone call that says something like, โThanks 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 theyโre going to be. Now hit with the final touch and sell them on your service.
Theyโre primed and ready to be your client.๐
