5 Ways Real Estate Brokers & Agents Can Improve Their Facebook Lead Ads ????

Facebook is the world's top social networking platform with more than 2.6 billion active users as of July 2020. The tech company also happens to be the second-largest digital advertising platform. Facebook Ads don’t require an extensive background in marketing to set up a campaign. However, it does takes strategy, creativity, and a tactical approach to generate the best return on your ad spend. We want to go over a strategy that can help you generate more buyer and seller leads on Facebook.

What Are Facebook Lead Ads?

Facebook Lead Ads can be used by selecting the Lead Generation advertising objective within Facebook's ad platform. This objective is designed for collecting lead information. Once your ad is clicked, it provides interested Facebook users with a form that requests information like their name and email. What’s super convenient is that Facebook will pre-fills these two fields with users' information, so it increases the lead volume significantly.

Unlike most other ads, Facebook's Lead Ads don't require the platform's users to leave the app or website to collect the lead information. It is essentially Facebook’s substitute for lead capture landing pages. This feature helps real estate agents by increasing the chance that Facebook users click on their ads and provide their info for some sort of value in return.

Facebook Lead Ads provide real estate agents with a substantial opportunity to improve potential customers' brand awareness. After sharing their email addresses, your real estate team or brokerage can send welcome emails, newsletters, or property lists to their inbox. Since most people check their inbox regularly, your company will remain top of mind as they continue to research the opportunities in the market and look for additional help.

Although Facebook Ads are designed for ease of use, most real estate agents aren't Facebook marketing gurus. They don't know how to improve the effectiveness of their advertising or generate higher quality leads from Facebook Lead Ads. While these tips won't make you an advertising expert, you'll learn at least one thing about advertising on Facebook you may have not already known.

1. Improve Your Facebook Lead Form’s Intro

An essential component of lead generation for social media ads is their introduction. Without a compelling introduction that makes potential customers want to click, your ads won't do well. Click-through rates, arguably the most critical metric for measuring digital advertising performance, depend directly on your ads' advertising copy. 

Copy, also known as copywriting, is the text used by advertisements. On Facebook Lead Advertisements, introductions are optional and split into a headline and description. Make sure you don't get these two fields confused. Headlines should be short and attractive without being too catchy. They should also briefly state your ad's main topic. 

Don't describe the good or service you're selling in detail in your headline. Do describe what you're selling in the paragraph description. 

2. What’s Better? More Volume or Higher Intent?

When you first buy Facebook Lead Advertisements, you'll be presented with two options: "higher intent" and "more volume." Most advertisers select the second option. After all, who wouldn't want more interest from potential customers? 

This can vary from agent to agent, but if you’re looking to generate a higher quality lead at a higher cost, then selecting “Higher Intent” would be the better route for you here. The other option is to choose “More Volume” and pump in as many top of funnel leads as possible. We recommend asking yourself what your objective is, and if it’s generating higher-quality leads, then select “Higher Intent”.

You may not remember choosing either of these two options. By default, Facebook Ads select's the "More Volume" option. "More volume" means that prospective customers who click on your ads will be asked fewer questions. "Higher intent" Lead Ads require Facebook users to review their contact details on a second page before submitting them. You'll be given the option to request more information than audience members' names and email addresses. 

3. Use Custom Questions to Collect More Qualifying Information

Another way to weed out low-intent audience members from their focused, high-quality counterparts is to request more information from them. You will undoubtedly generate interest from fewer leads by asking for more details. Casual Facebook users who may not be actively searching for homes or selling their house will view your advertisements and quickly leave after seeing more than two fields of information. Don't get discouraged about lower retention rates from adding more qualifying questions. Here are some pretty solid custom questions to ask on your Facebook Lead Form to qualify the users:

• Are you currently working with a real estate agent?
• Are you interested in getting pre-approved for a mortgage loan?
• How long have you been actively looking at homes?
• Would you be interested in scheduling a meeting with an agent on our team?

4. Integrate Your Facebook Leads With Your CRM System for a Follow-Up Strategy

There’s no hiding from it. You can only reach the full potential of Facebook ads for real estate by following up with leads. When people shop for homes online, they're often serious about buying, but you have to determine what stage of the buying process they are in to provide them with tailored help for their current situation. Not everyone has a real estate agent in their contact list, so you should pounce on your chance to capture their attention as soon as possible.

One survey found that ad buyers who follow up with leads within five minutes are nine times more likely to make sales. One way to ensure that you are consistently following up with Facebook leads in a timely manner is to integrate your CRM with your Facebook Lead Ads so that all leads funnel into your system and can be set up on an Action Plan to automate some of the follow-up processes and assign call tasks to contact the prospect. Here are a few CRM’s that we love that can directly integrate with your Facebook Lead Ads:

• Chime Technologies
• Sierra Interactive
• Follow Up Boss

5. Use Offline Conversions as Inspiration for Your Facebook Advertising Strategy

Facebook lead ads can automatically track lead conversion statistics. For example, our team at Dippidi has been generating new Facebook leads for Farabee Properties for $1.09 per lead by with our Property Search IDX Ad Campaigns, which can be easily tracked within Farabee Properties’ Sierra Interactive CRM that we’ve integrated, Facebook Ads Manager, or our Monthly Marketing Report that we send them. However, when tracking conversion statistics in real life, it becomes more manual labor and can be difficult to quantify. Take note of the leads you generate offline and analyze your interactions for patterns. Find ways to implement these patterns into your social media advertising.

Need help with generating new buyer and seller leads on Facebook? ??

If you’re looking to implement a consistent and quality Facebook and Instagram advertising strategy to generate leads for your real estate business, check out our various plans and pricing, or schedule a Discovery Call with us to learn how we can become an extension to your team.