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All Forum Posts by: Michael McKay

Michael McKay has started 13 posts and replied 154 times.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

@JT Rose Thanks! Yep, I'm adding subtitles. I found a tool called Zubtitle that let's me automatically add them to videos. I'm having my VA do that this week and double check all the subtitles to see if there are any errors.

@David Horen I'll be using the Facebook lead forms in the middle of funnel stage and A/B testing vs optimizing for conversions and sending people to my landing page.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

PROGRESS UPDATE #10


Today I filmed 11 different face to face videos to use in Facebook ads and on my landing page. I've never done face to face videos before, so it took a bunch of tries to get the hang of taking selfie videos on my phone. I filmed 3-6 versions of each of the videos and ended up with over 60 videos.

Tomorrow, my VA is going through all 60 videos and is going to pick the two best ones from each category. Then, I'll watch those two videos and pick my favorite from each category to use. I plan to add subtitles to the videos, since most people watch videos muted on Facebook and Instagram. I found a tool called Zubtitle that automatically adds subtitles by using speech recognition. I'll keep everyone posted how it works.

Below, I've included the scripts I used for each of the videos. I did change the scripts a little on the fly, since it sounded a different out loud. video I used a free app called Quick Video Recorder for Android, which allowed me to record video even though I had Google Docs open with the scripts.

The first two scripts below are based off @JT Rose's suggestions. The others, I came up with or looked at content other cash buyer websites for inspiration. If you're wondering what the abbreviations stand for:

  • TOFU = top of funnel
  • MOFU = middle of funnel
  • BOFU = bottom on funnel

I'll dive more into these terms when I'm building out the ads.

TOFU/MOFU Video 1

Selling your house in 14 days sounds impossible, but that's exactly what I'm willing to do! I'm a local investor who buys homes fast with cash, which means you don't need to worry about any repairs, fees, or complications. We provide custom solutions no matter the situation!

Just the other day I was able to help a homeowner in Bridgeport who was about to go into foreclosure. I closed on their home in 12 days with cash. They didn't have to pay for any fees, commissions, or repairs and they avoided foreclosure.

If a cash offer doesn't look like a good option for you don't worry we'll let you know. We work with some of the top Real Estate Agents in CT and would love to refer you. But if you're looking to sell a home that needs repairs or is just not a good fit for the traditional sales route I would love to provide you with a solution!

To get a free no-obligation cash offer in the next 24 hours click this post or visit our website.

TOFU/MOFU Video 2

Behind on payments or repairs while trying to sell your home? I know it can be complicated, but I'm here to make it easy!

I'm a local investor who buys homes fast with cash, that way you don't have to worry about any repairs, commissions, or complications. We provide custom solutions no matter the situation!

If you need to sell quickly, your home needs expensive repairs, even if you are in a tricky financial situation or behind on taxes, you have options! Our goal is to create a custom solution for your Real Estate needs!

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

Just the other day, we helped a homeowner who inherited a house from her mother. She wanted to sell, but didn’t want to clean out 40 years of junk that had been stored in the basement. We bought the house in 14 days with cash and handled the junk removal for her.

TOFU/MOFU Video 3

Need to sell your house quickly? But don’t want to deal with repairs, showings, or commissions?

My name is Mike and I’m a local real estate investor who buys houses fast with cash. Even if your house needs a ton of repairs, I’d still be interested in buying it.

Just the other day I had a homeowner in Stratford call me who had a major roof leak. A roofing company told him that the entire roof needed to be replaced, which would cost $7,100. I bought the house as-is in 13 days with cash and took care of replacing the roof after closing.

I need to purchase 3 more houses in CT this month. If you’re behind on your taxes, your house needs repairs, or you don’t want to deal with the hassle of listing your house, you still have options. I’ll work with you to find a custom solution to your real estate needs.

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

TOFU/MOFU Video 4

Need to sell your home, but don’t want to make repairs? You have options!

Just the other day, I helped a couple whose house sat on the market for 180 days without a single offer. The house needed some work and their real estate agent said they should make around $10,000 in repairs, so that it would sell.

I bought their house with cash in 14 days. As-is with no repairs.

My name is Mike and I’m a local real estate investor who buys houses fast with cash. Even if your house needs a ton of repairs, I’d still be interested in buying it.

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

TOFU/MOFU Video 5

If you’re a homeowner, looking to sell your house and you are completely fine with that process taking 6 to 9 months.

If you’re someone who is looking to get top dollar for their home, even if that means spending thousands on repairs and waiting up to a year for the right buyer.

In other words, if you have time and flexibility on your hands, go ahead and keep scrolling.

BUT. If you’re someone who wants to sell your home FOR SURE. You have too many repairs to be able to list with a real estate agent. Maybe you owe some payments or taxes on it. Maybe you inherited a problem house. Or you just want to downsize without letting hundreds of people in to see your home.

I want you to know that we are buying houses in CT with all cash.

My name is Mike and I’m a local real estate investor who buys houses fast. Even if your house needs repairs or you’re behind on payments, I’d still be interested in buying it. I’ll work with you to find a custom solution to your real estate needs.

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

BOFU- What do you do with houses you buy?

People always ask me, what do you do with all the houses you buy?

Let me tell you the story behind this house in Bridgeport. When I bought this house, it was in pretty bad shape. There was a 3 foot wide hole in the kitchen ceiling because of a roof leak, the heat and hot water heater didn’t work, and every room was painted in a different neon color.

I closed on this house in 13 days and the next morning, we started replacing the roof. We spent about 2 months fixing it up, doing everything from replacing appliances to replacing rotting wood to cutting down trees that were about to fall on the house.

Once we fixed up the house, we listed it for rent and it’s been rented for the last 3 years.

If you need to sell your home quickly and don’t want to deal with the headache or repairs, let me take care of them for you. I buy houses in any condition.

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

MOFU/BOFU- How does your house buying process work?

There are 3 easy steps in our house buying process.

First, we need a little info from you about the house. Things like the address, if any repairs are needed, and when you are looking to sell. You can fill this out a form on our website or you can give us a call.

The second step is for us to see your house, either in person or virtually. This only takes 10 minutes and we’ll give you a cash offer on the spot.

If you like our offer, the last step is for you to pick the closing date. We’re flexible and can close as quickly or slowly as you choose.

When you sell to us, you’ll never have to make any repairs to your house. And since we buy houses with cash, there’s no waiting around for a mortgage.

MOFU/BOFU- Selling to us vs working with a real estate agent?

If you have 6-9 months to sell your home, are willing to make repairs, and don’t mind having hundreds of people walk through your home, selling with a real estate agent will probably make you the most money.

Real estate agents are great at selling properties that are in move-in condition.

If your home is older or you need to sell quickly, you’ll probably have trouble selling it with a real estate agent.

What makes us different? We buy houses in any condition and we pay cash. If you need to sell your home quickly, we can close in as little as 14 days.

To get a free no-obligation fair cash offer in the next 24 hours click this post or visit our website.

MOFU/BOFU- Who typically sells houses to you?

Who typically sells us their house? We’ve bought houses from all different types of people, but they all share on thing in common: They need to sell their house quickly.

Problem renters, inherited houses, going through a divorce, facing foreclosure, or not wanting to deal with repairs. Let us help you find a solution to your real estate problem.

Website video 1

Need to sell your house, but don’t want to make repairs? Are you behind on payments or owe taxes? I want you to know that you have options.

My name is Mike. I’m a local real estate investor and the founder of Unload My Home.

The house behind me is the first house I ever bought in Bridgeport. It was in pretty rough shape when we bought it and the owners were almost in foreclosure. There was a 3 foot wide hole in the kitchen ceiling, the furnace and hot water heater were busted, and the basement was piled to the ceiling with junk.

We closed on this house in 13 days with cash. The owners avoided foreclosure and we handled all the repairs.

It’s been rented to amazing tenants for the last years.

We work with homeowners in all situations. If you need to sell your home quickly and don’t want to deal with the headache or repairs, fill out the form on this page. We’ll get back to you right away with a cash offer.

Website video 2

The house behind me is the first house I ever bought in Bridgeport. It was in pretty rough shape when we bought it and the owners were almost in foreclosure. There was a 3 foot wide hole in the kitchen ceiling, the furnace and hot water heater were busted, and the basement was piled to the ceiling with junk.

We closed on this house in 13 days with cash. The owners avoided foreclosure and we handled all the repairs.

It’s been rented to amazing tenants for the last years.

My name is Mike. I’m a local real estate investor and the founder of Unload My Home.

We work with homeowners in all situations to find solutions to their real estate problems. If you need to sell your house quickly and don’t want to deal with the headache or repairs or showings, fill out the form on this page. We’ll get back to you right away with a cash offer.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

@JT Rose Glad you're enjoying the thread! I've been beta testing a CRM/marketing automation platform recently, but previously I used Hubspot for years. Hubspot isn't made specifically for real estate, but it had a lot of useful features and if you use Zapier, you can easily integrate it with a lot of other software.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

@JT Rose Gotcha. I'll try making some slideshow and video still images to see how those perform.

PROGRESS UPDATE #9

  • I had the designer make some changes to the landing page design and he is now building it. Here is a link to the final design, since the image is too large to upload here (make sure to click "fit horizontally" in the top right to see how it will look live). Thanks @Luke Marsh for the awesome design suggestions.
  • I got another few videos back from Fiverr.
  • Tomorrow, I will be shooting and editing some face to face videos for the ads that @JT Rose suggested.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

PROGRESS UPDATE #8

I got the ad images below back from a designer I found on Fiverr. I'm going to use these images and the same images without any text on them in my middle of the funnel retargeting ad, using dynamic creative on Facebook. I plan to retarget anyone who has visited my website, interacted with my page or ads, or watched a certain amount of my top of funnel video ads.

What is dynamic creative?

Dynamic creative let's you submit up to 10 images and 5 of each text asset (body text, title, description, CTA) in one ad set. Facebook then mixes and matches the images and text assets to figure out the highest performing combination. I'll dive more into this on a future post when I make these ads.

Post: Facebook Ads for Motivated Seller Leads [Progress thread]

Michael McKayPosted
  • Rental Property Investor
  • Jacksonville, FL
  • Posts 155
  • Votes 68

@Luke Marsh This is awesome feedback. Thank you! Answers to your questions below.

  • Lead magnet for top of funnel- I was also going to A/B test a traffic ad to an advertorial or maybe a downloadable PDF if they provide contact info. I'm still brainstorming on the topics for these, so I pick something that appeals to distressed sellers. Have any leads magnets worked well for you for motivated sellers?
  • CTA- Very good point. I'll ask the designer to experiment with different colors for both the button and phone number to make them stand out more. 
  • Contact info on CTA- A few ago I ran a campaign to find sellers (as an agent) and got a higher opt in rate when I separated the address and contact fields. The second page asking for the contact info was something along the lines of "You're almost there. Enter your email to get your home value". This was a totally different target audience though and you're right that I should definitely test this instead of assuming my old technique will work best
  • The copy- awesome suggestions! The copy definitely needs some works and I'm going to impliment these changes.
  • Hotjar- I'm a huge Hotjar fan and am going to install it as soon as the site is live :)

I'd love to connect more. I'll send you a connection request now.

    Post: Facebook Ads for Motivated Seller Leads [Progress thread]

    Michael McKayPosted
    • Rental Property Investor
    • Jacksonville, FL
    • Posts 155
    • Votes 68

    PROGRESS UPDATE #7

    I just got the landing design back from the designer. There are a few changes I want to make.

    I use Markup.io to communicate with my designers because it makes it very easy for me to give feedback about specific items on a page. It's also free.

    Post: Facebook Ads for Motivated Seller Leads [Progress thread]

    Michael McKayPosted
    • Rental Property Investor
    • Jacksonville, FL
    • Posts 155
    • Votes 68

    @JT Rose Very helpful! Thank you. I'll A/B test all these things in my area and see what works.

    Post: Facebook Ads for Motivated Seller Leads [Progress thread]

    Michael McKayPosted
    • Rental Property Investor
    • Jacksonville, FL
    • Posts 155
    • Votes 68

    @JT Rose thank you! Would you recommend using face to face videos top of funnel or middle of funnel (retargeting)?

    If you use them top of funnel, are you building the retargeting audience based on 10 second plays or do people actually watch a 1-2 min video long enough to build an audience on something like 50% plays?

    Post: Facebook Ads for Motivated Seller Leads [Progress thread]

    Michael McKayPosted
    • Rental Property Investor
    • Jacksonville, FL
    • Posts 155
    • Votes 68

    PROGRESS UPDATE #6

    I just got the first draft of one video ad back. My intern created it using free stock videos from Pexels. She's working on a second version and I also had a few sellers on Fiverr create videos, so we can A/B test which ones work best.

    Why a video ad?

    Facebook allows you to build audiences based on how long someone watches a video. Usually people who watch a significant amount of your video have some level of interest. I'm going to experiment with using 15 second video ads for my top of funnel ad (the first ad someone sees). I'll then retarget (show more ads to) anyone who does any of the following:

    • Watches 75% or more of my video
    • Clicks the ad and goes to my website
    • Engages with the ad or page- liking, commenting, visiting my page, click "see more" to view more of the text on my ad copy

    Here's what my video ad looks like

    Since we aren't allowed to share videos on BP, I took a few screenshots on the ad and included them below. Each piece of text shows for a couple seconds in the video. 

    My goal with the text in the video is to only appeal to people who are interested in selling their house quickly. I do this my making the first screen of the video say "Sell your house fast". When people who aren't interested in selling their home quickly see this, they will keep scrolling. Therefore, non interested people will not watch my video and I won't waste money by serving future ads to them.

    I had the videos created in a 1 x 1 format, which works well for both the Facebook and Instagram news feed.