What if you could spend ï¿¡3000 on Facebook advertising and lead generation?
I had a really good question asked today by an estate agent in one of the groups that I'm involved with, which was, “If I had ￡3000 to spend on lead generation, how would that look with regards to Facebook?†I thought I'd share the answer with you because I thought it would be really useful just in case you are thinking of spending more money on social media lead generation.?
If you'd like to learn more about Facebook advertising for property professionals, sign up for my FREE masterclass here; https://afeacoachingprogramme.com/fbads-webinar-registration
So the first thing I would do is create a couple of funnels. This would involve either an e-guide of some sort, providing value or an online valuation tool.
?A guide that provides value could be a seller's guide which would help people who are thinking of putting their property on the market or a landlord guide which helps them with all the legislation and legal requirements that they should be aware of. It also doesn’t have to be a guide in order to provide value, it could be a list of homes currently available.?
With an online valuation tool we could generate leads of people wanting to know the possible value of their property.?
With e-guides or another type of downloadable piece of content that provides value, we would use something called a lead advert. This is where we would have a form that would capture people's name, number and email address in return for the download. On the lead form, one of the important questions that we would ask would be, “Do you own a property?†and give them a simple yes or no option so that we can identify possible sellers from those leads that do come in.?
The other thing I'd make sure of is regardless of whether we use a guide or online valuation tool to generate leads is that these leads that do come in are fed into an automated lead system, CRM or nurturing system. A system that's going to engage with those people straight away with text messages or emails to make sure that we're getting in touch with them straight away within the first 5 minutes of that lead coming in. A CRM or lead nurturing system will also help us to identify people that are hot leads so we can take action straight away. The vast number of leads that you would probably generate would be medium or cold leads, people that aren’t quite ready to take action yet, you need to make sure you've got some sort of system that's going look after those leads so we don't leave any money on the table and we can be told by that system later on when those people are ready.?
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The second campaign that I'd have if I had a ï¿¡3000 budget would be a retargeting campaign. Retargeting means getting back in front of those people who have become leads, who have downloaded that guide or done the online valuation. Retargeting those leads could be a number of adverts showing up in their newsfeed on Facebook, which could include something like a brand story post. So perhaps a video about what you stand for what your business is all about. It could also be something that shows social proof. So perhaps, reviews on how you've helped people, or? success stories explaining how you've helped people in certain situations. You could also retarget them and show them market updates, making sure that you position yourself as an expert.
Another campaign I would look to run would be to my sphere of influence. A lot of the time agents forget that a lot of your business will come from referrals, people who've done business with you already.? They're going to recommend you if you did a good job for them, so it's important that you're staying in front of them! We shouldn't just think that they're going to remember us and refer us, we need to still keep in front of them and remind them that we're here, reminding them that we are the expert. So again, putting market updates in front of them, perhaps some success stories, perhaps what's going on in the local area, just keeping in front of those people to make sure that we are making it very easy for them to refer us to their network.
Then another campaign I would run if I had a substantial budget to work with is a local brand awareness campaign. A video directed to our main location and audience. This is to make sure that we're staying in front of everyone in the area that we're hoping to get valuations from. Perhaps that could be market updates or, again, what's going on in the local area. You really want to make sure you look like the top dog, the authority figure in your area and making sure that again, when someone's thinking about moving, they are going to reach out to you because they see you as the best and you are top of mind for them. I would then use the people who are watching this video in a retargeting campaign and show them the lead generating ads that I mentioned in the beginning.?
So a lot that we've run through there! This is something that we do teach on our Facebook Coaching Programme for Estate Agents & Letting Agents. It takes a little bit of time to teach but we do offer it and it is very possible to learn, if you’re interested click the link below :)
We do also have a free webinar coming up soon where you can perhaps learn a little bit more about how Facebook lead generation can help you in your business! Click here to register; https://afeacoachingprogramme.com/fbads-webinar-registration
As always if there's any questions, please don't hesitate to get in touch. Thanks