Real Estate Marketing [Consistent 93 Leads under $4 each in 17 Days] ??

For those of you who are in the real estate niche, I'd love to explain how I am getting consistent 5 - 6 leads every day for my client ?? [Proof Image Below]

Context: These are buyer leads for luxury houses starting from $750k to $1.3 million. Depending on your area and the average price of the listing, this might or might not be luxury for you however for my client this is a luxury segment which is why it is astonishing getting these results

Setup: One campaign focused only towards buyers within +10mi of the city.

The Campaign:

Leads objective

The campaign has 3 Ad Sets

- Focused: on buyer interests

- Unfocused - Caution though: you should have a good amount of data on your pixel or campaign to go with no targeting

- Re-targeting - People who viewed but didn't opt in

Each Ad set has 4 creatives:

- Image with a version 1 copy

- Same image with a version 2 copy

- Video with a version 1 copy

- Same Video with a version 2 copy

So in summary here's the campaign split: 1:3:12

Before you start the campaign here is a list of questions that you definitely should ask your client

(P.s. I am not a guru, nor do I own a huge agency. I put all the effort in my capacity to make it happen for my clients. Just good'ol'hardwork fused with some smart work) ??

It is incredibly important to know the desires, pain points of your client and what he is focused towards. A lot of the times they wouldn't know this and they want to go all over the place which is why it will become incredibly hard for you to deliver results so It's your job to get them to focus and give you as many details about the market as they can

By details I mean going deep:

What demographics have bought from them before? Know the age ranges however with real estate marketing there are targeting limitations now, you can do it agewise neither zip code wise, however, it helps you to write the ad copy (which is important) ??

Do they have kids? Helps if they are adults they might be looking to move out to a smaller home, or recently had kids so might need to move to a bigger house

What would be your guess their income is? Would they be cash or mortgage buyers

Average listing price in your area? You want your ad copy to say the price like starting from $750k because we don't want people signing up who can't afford it. One way to get around the lack of income targeting

Is that luxury or normal pricing? Helps in positioning your messaging with lead and also the ad copy as well as images or video that you'll run as Ad

how long is your sales cycle? To set the right expectations and you can let them know the importance of a constant follow-up. This is how I pitch them for premium services because I tell them we need to follow up with them as long as your sales cycle to see the results

Your client's ability to close and the ratio: 5:1 which means he can close 1 deal out of 5 leads so if he wants to achieve 20 sales per month you know you need 100 leads to make it happen for him

Setting the right expectations: You know there sales cycle now you can tell them when should they expect results

Let's get to the juicy stuff ??

Once you have a good context of the clients market by now. Don't start with campaign setup, start with the end of the funnel and work your way backwards

E.g. I want sales of my $750k listing within 3 months time period. That would mean to get sales, we need to get showing appointments from buyers, to get that we need leads, to get leads we need to run an offer or lead magnet, to get people to watch our offer, we need a good ad creative + copy, to get people to pay attention we need to go to relevant people hence, targeting. To go, right people, we need our objective to be right, hence leads objective

So, Campaigns (leads objective) < Ad sets (targeting) < Ad Creative + Copy < Offer (lead magnet) < Leads < Appointments < Sales

Now you have the whole structure of the campaign and you know what you need to do to get to the end goal. You can't control the sales however you can do everything in your power to get them scheduled appointments

Appointments: Talk with the client and get the scheduling link to his calendar as well as phone number, you're going to put it in every email follow-up as a button, one for scheduling and the other for call

Leads: Collecting platform. 1. lead forms or 2. Landing page. I am going to focus on lead forms because that's what I do. Add a link to the schedule on TYP of lead form and give them a reason to be urgent

Offer + Lead magnet: For me, a list of houses has worked pretty well. You can do pics + virtual tour if it's a specific listing you're trying to sell, I am going after as many leads as I can because we have multiple listings ranging from $750k to $1.3 Mil

Ad Creative + copy: Specific listing client wants to sell? Get images and videos from him. Not specific listing but wants buyers? Use general images from his area, make sure they are vibrant and pattern interrupt and couple that with the copy using the information your client gave you about demographics as well as the pricing to pre-qualify (I'm talking about images because they worked best for me)

Ad Sets: Already discussed, however, depending on pixel data you can go for focused interests, no-targeting, LLA's of previous leads (make sure the seed audience belongs to certain listing price range ex creating LLA for $750k houses, the list should be of leads that came in for prices around $700k)

Campaigns: Lead objective

Budgeting:

Determine a realistic ad spend with your client and existing cost of acquiring leads. If he wants 100 leads to close 5 deals and each lead costs $5 then you need at least $500 in ad spend just for that specific campaign (Tip: Keep $100 for testing buffer)

You got $500 in ad spend divide that on a daily basis i-e. $16.6, now we're going to be running two ad sets so divide it between them so now each ad set would be allocated $8 per day for a month.

Obviously, you need to monitor the costs and leads you're getting and adjust accordingly if an ad set tanks completely use the ad set from that ad set to start with a new one (That's where the buffer will come in handy)

That's it I think this is enough for you to crush it with real estate facebook ads marketing.

If you need help let me know ??