How We Help Local Real Estate Teams And Agents To Stay At The Top Of Their Market

Monday, July 31st, 2017

From the Desk of

Albert v Niekerk

Dear Real Estate Agents (Teams),

It’s no secret that real estate is one of the most lucrative industries to be involved in, even when the economy is down simply due to the fact that everyone has to have a place to live.

The other unfortunate side of this coin is that the market is unbelievably saturated with agents even in the smallest towns and suburbs.

As you know Facebook ads are the go-to source for consistent lead generation and flow for the most successful real estate agents and teams. 

The reason? Results.

Every single week, new leads are calling in and walking through agents doors.

At Web Visisibility Consultants we like to work with real estate agents and teams (exclusivity per area).

Our targeting methods are so precise, that the results keep our clients at the top of their local areas.

This is a typical scenario case study that we perform for agents and their teams. In this post we'll show you how we target a continuous flood of sellers and buyers on Facebook via our ad targeting techniques.

THE OPPORTUNITY

The first thing that we identify is your three main business goals. These are also areas we explore that we feel we could get you the most exposure and results from.

GOAL #1: Branding

Our first goal is to brand you and your real estate team the go-to team for real estate in you localised area. One way we accomplish this is to showcase listings that were sold quickly.

Each week a member of your team emails a list of recently sold homes to us.

We together with you select the ones that sold the fastest, we grab that image of the listings and use it to create an ad that not only give your listing exposure but offers brand reinforcement and recognition.

In the above example, the ad says: “We sold this home in just 18 days. The market is hot and we are short on homes to sell. If you’ve been thinking about selling, now is the time to get off the fence.”

The second way we would brand your team will be by creating facial or team recognition.

We want local prospective sellers to see you and your team members and that the sellers are able to relate to you as real people, not just a company that sells homes quickly.

That You are trust wrorthy and care about their needs and wants.

We do this by creating ads that simply show a picture of you or the team and talk about some of the accomplishments that was met internally.

For example, the ad below says:

“We are so proud of our team. 10 days ago we gave ourselves a goal to sell R15 million worth of houses in less than 45 days. I’m excited to say are 80% there in just 19 days.”

We have seen these types of ads getting great engagement from the local community and they are capable of reaching thousands of community members in your local area.

Considering that we target homeowners in the local areas  with a reach of 40,000 to 60,000 people, that’s not too, shabby!

GOAL #2: Exposure

The second goal we would make use of was to get more exposure for your listings.

So after listing a property for sale you would want to get that property to be placed in front of potential buyers and then use that as your unique selling proposition.

This is typically a created posts on your Facebook page that showcases all of your available listings.

The photographs used accross the listings must be uniform and show the sellable futures of all homes. Also features must be combined to reflect great benefits to posibile buyers.

This is really successful because potential buyers can basically shop your listings online, to pre-determine whether or not a listing fits their specific needs before they commit to viewing it in person.

This also weed out the tyrekickers and time wasters.

In an age where more and more people are meeting most of their needs by shopping online, this is an absolute must for any real estate team or agent.

One client had a sellers house which was marketed in this style and recieved an offer within 24 hours.

But it turns out the offer, however, was contingent upon the other person selling THEIR home, so the client with our assistance offered to help the woman sell her home along the same lines.

Photos was taken of her home and within ONE day of running ads to it as well, she had an offer in hand. 

That particular boosted post ad got a ton of interaction. It had 25+ shares, lots of comments, 60+ clicks and less than 7 sents per click and a very successful ad overall.

GOAL #3: Lead Generation

The third goal for you is to build a list of potential buyers and sellers and add that list to your database therefore you could keep your brand name in front of them at all times with emails and text messages.

We do this by setting up a funnel.

3 ADS TYPES USED IN REAL ESTATE

There are three ways that we accomplish each of the above goals for our realtor clients, and not all of them require a funnel.

So let’s go through each of them one at a time.

Listing Exposure Ads

There are several types of ads that can successfully generate traffic for real estate clients.

However, careful targeting is what will make the difference in which ads convert when and where.

When creating listing exposure ads you should understand that not only are there different homes, there are different market segments you can use to target on Facebook, based on those homes and their pricing.

You need to consider the selling price of the property and then determine: 

  • Is the buyer of this home likely going to be a first-time homebuyer that can afford a house in this price range?
  • Is the buyer somebody that’s going to require a higher income and net worth to be able to afford a house in this price range?

When we set up the ad for your home listing, we typically target people who are:

  • Wthin a 15km radius
  • Aged between: 25-65 years old (younger may not have proper credit rating)
  • Gender: Men and Women
  • Demographics:  Home > home ownership; Home > first time home buyers
  • Behaviors: Home > likely to move
  • Behaviors: Growing family, or reaching retirement or chaging marital status

In case you are unfamiliar, Facebook (and third party partners) gathers data and create extensive profiles on its users, which is why you are able to target by behaviors like “likely to move” and various other.

Note: Third party data may vary from country to country.

If you are listing an upper level (more expensive) home, you probably wouldn’t target “first-time homebuyers” because the person most likely to buy this home is someone who currently owns a home, yet is looking to upgrade.

In cases like these, you could also target by net worth, income or even profession to help further dial in more qualified clients.

If you are listing a rural property, then it can be beneficial to target your audience by interests such as country living, farm, rural area, and agriculture.

You have to keep in mind that the goal is not to just to get people calling in or walking into the office.

Your goal is to get the most likely, qualified buyers that will turn into actual conversions (sales). Either sellers or buyers.

The fantastic thing about setting up your ads in this way is the ease of duplication.

When listing other properties, simply go to the ad manager and duplicate an ad from a recent similar listing, duplicate it and change out the images and copy.

The process is extremely fast which helps keep those clients coming in.

These are the types of things that you should consider when you’re creating the listing exposure on Facebook.

Consider the type of property that you’re trying to get exposure for, who the likely buyer is for that property, and target them specifically.

Whether it’s based on income, based on homeownership, net worth, interests or behaviors, there are tons of parameters that Facebook allows you to target with; make use of them.

Note: The facebook targeting does vary from country to country.

Branding Ads

Branding ads are set up in the same manner as the listing exposure ads except we only target prospects as homeowners, so that the team’s faces are constantly being put in front of prospects to create that familiarity and trust.

PRO TIP: To track which calls/sales are directly coming from Facebook, we use and setup call tracking phone numbers for you on all ads we create. There are various related services across the globe.

Lead Generation Ads

There are two types of ads that we use for lead generation on Facebook.

They are more involved to set up. Technically especially.

Facebook Lead Ads

The first type of ad for Lead Generation is a Facebook Lead Ad.

These allow you to run ads to people and they never have to leave Facebook to get on your email list.

While they definitely produce results, there is a more effective way to capture those email addresses.

You can even integrate the leads with certain supported autoresponders.

With a lead ad, you need to offer some sort of “lead magnet” or “lead bait” to offer your audience something free in exchange for their email. Some sort of value worth more than an email address.

An example of a lead magnet that we use for our clients are an updated list of homes that sold recently in their area and how much those homes sold for, we email these reports out to the list every two weeks.

When you create a Facebook lead ad, you can search keywords or phrases and choose from a library of royalty free images for your ad.

In this example, the ad copy says, “3358 Becky Court in Pensylvania, Bell just sold for $278,500. Sign up below to get a list of every home that sells in Pensylvania, Bell and how much it sold for.”

The shocking stock image matches the headline, “That house sold for what?” and the description below reads, “We’ll send you a detailed report every two weeks showing you every home that sells in Pensylvania, Bell and what it sold for.

Click the sign-up button to get the newsletter.” The call to action is a simple “sign up”.

Website Conversion Ads (for Lead Generation)

The main difference between a website conversion ad and the lead ad is that this type of ad will take the prospect off Facebook, to a landing page that you control which you need to set up as a basic funnel.

The biggest benefit to using these types of ads over the lead ads is the amount of data you capture in the background.

If you create a website conversion ad and install the Facebook pixel, you are given the best opportunity to optimize for leads, look alike audiences and retargeting in the future.

For each person that opts in, Facebook captures data to create a profile used to compare similarities between the leads.

It will then keep showing the ad to similar people and get better and better results with each optimization.

THE FUNNEL

The typical funnel setup we use for running website conversion ads for our clients is very simple yet very effective.

It basically has 4 parts:

The Ad

In the example below, we set up a website conversion ad, change the ad copy and image but used the same lead magnet from the Facebook Lead Ad previously as the bait.

  • Ad copy: Have you ever wondered how much a home sold for?
  • Headline: Pensylvania, Bell sold homes newsletter
  • Description: Click the “Learn More” button and get a FREE list of every home sold in Pensylvania, Bell and HOW MUCH it sold for!
  • Website: SoldHomesNewsletter.com
  • Call-to-action: Learn More

Once they click through the ad, they are taken to the landing page, where they are given the prompt to opt-in.

The Landing page / optin page

Here we set up the Keystone landing page which ties into a funnel created in ClickFunnels. For this specific funnel, we set up a custom domain.

  • Main Headline: The KeyStone Real Estate presents… Your FREE List of EVERY Home Sold in Pensylvania, Bell AND How Much It Sold For!
  • Sub-headline: Download the Free Pensylvania, Bell Sold Homes Newsletter Now!
  • Buy Button CTA: Send My Sold Homes Report

This is a very basic landing page that only asks for an email.

We have learned through testing, that the less information the prospective audience has to put in, the better the conversion result.

It is also a good practice to install your Facebook Pixel code on your landing page, so that you can track the leads.

The Thank You Page

Once the prospective audience enters their email they are redirected to a simple Thank You page.

This page basically says thank you and delivers the link for their first free sold homes report.

It also has a little bit of information about the client’s real estate company, as well as the phone number for tracking (which we went over earlier).

  • The page headline: Thanks for signing up
  • Logo: The Keystone Real Estate Team,
  • Sub-headline: The Download Link is below.
  • Page Copy: We’ll be sending you an updated sold homes report every two weeks. This report will show you every property sold in Pensylvania, Bell along with how much it sold for. The Keystone Team is the number one real estate team in all of Pensylvania, Bell, and that’s because we are passionate about helping our buyers and sellers achieve their dreams. So whether you’re buying your first home or looking to sell so you can upgrade to your dream home, we can help you. Call (tracking phone number) if you have any questions at all about real estate, we’re here to help you.
  • Main Image: The Keystone logo.
  • Download Button: Download Your Sold Homes Report

This funnel can be set up using existing templates inside of Clickfunnels.

It is also a great idea to install a Facebook Pixel Lead event code on this page of the funnel so that you can optimize and retarget later if needed.

The Email Follow-up

The final step in the real estate funnel is the follow-up email. For this, we basically restates the information found on the Thank You page, include the call tracking phone number, another button to download the report as well as includes the Featured Property of the month.

One important thing to remember if you are interested in setting up a similar style newsletter this type of endeavor depends on its consistency so it requires deadlines and a schedule to be successful.

By using this funnel to obtain real estate leads we were able to get up to a 58% conversion rate. Past successes do not ensure future successes.

THE TAKEAWAY

While “old school is still cool” in terms of advertising for real estate leads, extending your reach to Facebook will certainly be a game changer!

It is completely possible to reinforce your branding, gain listing exposure and generate leads all within the Facebook platform.

However, if you are willing to go outside the box and set up a funnel that extends inside of Facebook, you open your real estate business up to a whole new world of possibilities.

Not even mentioning the value you'll provide for your buyers and sellers and their dreams.

DONE FOR YOU

The above casestudy show a simplistic view of how a real estate team was helped with simple facebook posts and ads (proper copy writing), Facebook audience targeting, landing page (with popup form), email autoresponder and conversion tracking (pixel and google analytics).

The fact of the matter is that if you do not know or understand the technical and marketing aspects of the above campaign you are in for a steep learning curve should you venture building your own similar marketing campaign.

Note: Marketing campaigns may be similar but differ from business to business! No two are the same.

At Web Visibility Consultants we understand the techy stuff (we solve it), the marketing stuff (we solve it) and the conversion tracking stuff (we solve it).

We do it on a daily basis for businesses such as Yours!

We call it our Behavioral Dynamic Response System - BDRS in short.

Let us help you set up your next Facebook marketing campaign so that you can get back to business, focussing on your old as well as your new customers coming through the (BDRS) sales funnel build for you!

In order for this to work you must have an established business, must have buyers and sellers on your list and you must have a good reputation in your local area - no need to be the best we'll get you there!

To Your Success,

Albert.

Complete the form below and lets see how we can help You!

Your private information shall not be shared with other people or entities!

This offer is limited and not everyone can be helped! We can only help one real estate business per area

In order for this to work you must have an established business, houses to sell, must have buyers and sellers on your list and you must have a good reputation in your local area - no need to be the best we'll get you there!

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