The Formula to Find Motivated Sellers Through Facebook ads

[Angel-Ty L.]

I've explained the benefits of Facebook advertising for REIs & Agents in an earlier post here. While reading a few discussions it's clear that the majority of REIs & Agents are having little to no success with the platform, other than posting in a group and using the marketplace. I believe this is due to the fact that not many are utilizing Facebooks features, not having a converting landing page, and their ads are too generic

Here is a funnel designed to bring qualified leads

Start with creating a campaign with the "engagement" objective. At the ad set level, you're going to want to be targeting a broad audience. When targeting use the demographics and behaviors of your target audience (i.e. likely to move, divorced, homeowner, etc...). Keep in mind the whole point of this campaign is to find qualified seller leads. As for the ad, you're going to want to do video. It has the most engagement among its counterparts, and you are going to be able to retarget those who watched a certain percentage of the video, which I will discuss later in the post. Remember it takes on average 7 interaction with a product or service for a user to take action. For that reason, this video is to educate the user, your video should be no longer than a minute long. you want to make sure you effectively hook them in the first 5-10 seconds of the video. In the ad, you're going to want to identify their problem, provide the solution, explain benefits, and then close out with a call to action. Usually, the CTA would be to direct the user to a landing page (THAT CONVERTS) where they can fill out a pre-qualifying form. you want to make sure you also have a "thank you" page that the user gets brought to after filling out the form. Be sure to have your Facebook pixel installed on to your landing page and "thank you" page. Refer to my post here to learn how to create a killer ad. I will mention in a later post on what your landing page and thank you page should have, for now just do some researching on google.

Optimize, optimize, optimize... I cannot say this enough. Even the majority of professional account managers will not have a winning ad first time around. For this reason, split testing is a must. When split testing make sure to only change one variable at a time, otherwise you wouldn't really know what works and what doesn't. Once you get your first ad running DO NOT touch it for at least a week. Way too many times do people try to change something in their ad. Facebook is optimizing it and you will be just messing it up by changing anything.

Now here is where it gets fun, create another campaign with the objective being "traffic". the purpose of this campaign is to retarget the people who watched a majority of the video(around 95%). You can do this by creating a custom audience from the people that viewed your ad. Create a video ad that focuses more on getting them to your landing page where they will fill out the pre-qualifying form.

For the last part of the funnel, you're going to create another campaign set to the "conversion" objective. This campaign is to target those who have visited your site but didn't fill out the form. Make sure to create a custom conversion for when your leads hit the "thank you" page. The ad for this campaign should be another video ad. In the ad make sure to make a very strong call to action. You want these potential leads to go back to your site and fill out the form.

Now, remember you need to optimize the funnel over time. You can play around with this funnel and tailor it to your liking. Maybe you want to try messenger marketing or use a lookalike audience. Get creative with your marketing. Make sure you are rotating your ads out after a while. It's a good practice so people don't get tired of seeing your ad. Recommend ad spend of $1000 a month if you're truly serious about marketing online. once your system is highly optimized you will start seeing really tremendous ROIs on your ad spend. Just remember to plan your marketing strategy accordingly. DO NOT just go into it blind with no proper planning.

I encourage everyone to share their thoughts and questions, and if you have experience with Facebook ads chime in as well. I love communicating with like-minded individuals, and I believe bigger pockets delivers just that.

I am a paid traffic consultant so any questions or concerns you may have I would be more than happy to answer. Talk to everyone in my next post

-Angel-Ty Lebron