Most of the time it is not too hard to get traffic with the Facebook ad; however, it can be challenging to convert visitors into subscribers.
So, to improve click-through rate requires improvement in your Facebook ad. Moreover, you have to narrow your focus and your audience.
If you are still contemplating onto which platform you should use for lead generation and real estate SEO, I would strongly suggest to think about Facebook. Most importantly Facebook is such a big market which has approximately 1.4 active users, and you can choose the audience which can see your ads.
Let’s get started. Shall we?
Strategy #1: Target Your Prospects Based on their Interest
As a Real Estate agent, you should only try to target people who are interested in your services. Luckily with Facebook, you can do just that. You can create your ad based on the location you are operating in, age, interests, and so on.
So, imagine that you just got a new listing for a house in an area where a lot of young couples live. Then you can target just-married couples in your area with your Facebook ads.
Whenever you target people based on their interest or their current standing in life, you will notice that you will get more Facebook fans, and people who are genuinely interested in your offering. And, most importantly you will be able to get more clients.
It makes a lot of sense. For example, if someone is ready to retire, they won’t be interested in renting or buying an apartment in the up and coming neighborhood. They most likely will be looking for a place somewhere in Florida or elsewhere.
A real estate agent can definitely target prospects based on their interest and things that potential clients like:
As soon as you narrow down your ad objective, the following step is to choose your audience based on the interests they have picked. The beauty of it is that you usually will be targeting pre-qualified leads because they have already expressed interest in your topic.
Strategy #2: Create an Enticing Lead Magnet
You should consider lead magnet as an ethical bribe because you can create something of value for your leads and they give you their email address to receive the valuable product from you.
There are a lot of options when it comes to deciding on what you should give away. For example, Jennifer Andreson shares “10 Real Estate Tips for Homebuyers and Seller”.
If you are trying to get prospects who are looking to buy a home, you can offer them free mortgage calculator or something related to the first time home purchase. Below are just few examples of offers you can create to obtain the email address from your prospects:
Ebooks and articles
Checklists and templates
Strategy #3: Create High-Converting Landing Pages for the Leads you get on Facebook
As soon as you build a landing page, you should only start thinking about conversion rate because this is all that matters once you start getting Facebook clicks and subsequent visitors to your landing page.
Your landing page should have elements – such as the headline, subtitle, and call to action (CTA) – that can be tested and improved.
To create a high-converting landing page, you have essential elements such as headlines, appealing images, sub-headings, bullet points and call to action (CTA).
One of the most important things on your landing page is the call-to-action button because button’s color or its position can significantly affect your conversion rate. However, your focus must be on conversions, marketing for real estate and relevance to the readers.
Bottom line: Whenever you are trying to optimize your site for SEO for real estate or run a Facebook or Google AdWords, you have to have an outstanding landing page.
Once you start creating a landing page, you should not try to reinvent the wheel. Focus on having essential elements on your landing page and try not to clutter the page with non-relevant information.
Whenever you visit an outstanding landing page, you will see headlines, bullet points, images and more. Those are essential elements of any high-converting landing page.
However, the real concepts that produce a high-converting landing page are always evolving.
Although you should have essential elements on your landing page, you also should include several innovative tactics which can help you get more leads to you.
1). Establish credibility.
If you haven’t been a part of a show “Millionaire listing’ or appeared on a talk show, it may be challenging to establish credibility. However, there are few techniques you can use such as borrowing credibility from other sources.
i). Showcase your company’s or client’s badges. To design a trustworthy landing page you can put the logo of the company you work for and/or logos of the clients you have worked with.
Your potential prospect who still cannot decide if he or she should give you their email address after they see the familiar brands on your page will not be as hesitant anymore. In turn, it will increase sign up rate on your landing page.
This kind of marketing technique is called the halo effect, which means that one positive association will reflect on another. Remember, you are in control of the first impression that a prospective client gets from your landing page, so make it work for you!
So, if your customer sees a trustworthy brand that you successfully worked with or for (important to be honest), then he or she will have credible impression of you as well.
ii). Share testimonials: Testimonials are also a powerful way to build trust with your prospects.
Trust and credibility help you to grow your sales because when people trust you, then they are more willing to work with you and listen to what you have to say.
You should aim for at least one testimonial from the client: Here’s an example from Coldwell Banker.
Many recent surveys and statistics show that most people want to see social proof before they try something including service such as Real Estate advice.
Note: don’t even try to put fake reviews on the landing page. Your visitors will defiantly know, and you can completely destroy your credibility and trust.
2). Your landing page should have on ONE Purpose. Why are you setting up a landing page for your Facebook advertising campaign? If you answered “ to get more emails and become a real estate agent for someone?” then you are making a huge mistake.
Unfortunately, you cannot accomplish many things with only one landing page. So, you should create at least few pages, each of which targets one specific segment. Such renters, buyers, sellers and so on.
Also, when you have several landing pages which only has one purpose, then it will be easy for you to test your offer within your selected audience.
3). Make sure your landing page is optimized for conversions. With that in mind, the purpose of your landing page has been well-defined, from the start. So the whole structure of your page has to be precise, right from the start.
As a Real Estate Agent on Facebook, you need to remember that the whole reason for you ad is to generate new prospective clients.
Continually optimize for conversion rates and Real Estate SEO. Many people don’t know what optimization means.
To those who are confused regarding what the optimization means. It is very simple and includes two things:
Do more of what works
Stop doing what doesn’t work
There are two main strategies you can use to optimize your landing page:
- Be Precise About What Action You want Prospects to Take.
If you ask your visitors to do multiple things on a landing page, then you most likely won’t succeed with any.
- Be on top of your Performance.
You have to continuously monitor your statistics to decide what it is working and what is not. Otherwise, you won’t know which marketing efforts generate results and which ones are not.
Above all, you should remove every distraction on your landing page. Make it easy for your site visitors to find exactly what they’re looking for. Use explicit cues to guide users to your offer or call-to-action.
Most importantly, try to remove as many distractions as possible on your landing page. You should make it very easy for your prospects to find your call-to-action.
Videos can also be a great marketing tool for you.
Another way you can optimize your landing page is by removing navigation from your landing page.
If you remove navigations on your page, it can increase your click-through rate as well as the conversion rate. Many people are doing exactly that to optimize their landing pages.
Last but not least for optimization of your landing page, we should talk about the call-to-action button. If you don’t have enticing CTA button, then people won’t give you their email address and just leave. So defiantly avoid boring CTA button.
Most people even upon this day use word “submit” on their call-to-action button which is not as effective as telling the audience why they should take action.
HubSpot tested the call-to-action button which has “submit” button versus the button that did not have a word “submit.”
Based on the results of the findings “submit” button got 17% fewer email sign-ups versus a more descriptive call-to-action button.
Strategy #4: Get pre-qualified prospects to Your Landing Page from Facebook
Facebook’s ad campaign is a lucrative source of traffic for you and your landing page. In the past few years, many marketers started to use Facebook as their #1 platform for traffic generation because you can get a lot of cheap traffic of qualified visitors.
Moreover, you if you compare budget you spend on Google AdWords versus Facebook, you can clearly see that you get much more return from Facebook advertising campaign versus Google AdWords (use pic)
Also important to note that Facebook usually will approve your advertisement campaign with 10 to 15 minutes which in turn will let you get traffic to your landing page within an hour while Google AdWords approve adds within 10 to 15 hours.
Of course, you need to know the cost per acquisition (CPA) when running a Facebook ad – that’s how much a particular click-through rate will cost you for your lead gen efforts.
To make it simple, if Facebook deducts $1 from your balance when someone clicks on your ad, then your Cost Per Acquisition is $1 as well.
If you have a well-made landing page, great offer, and good Facebook ad, your PPC traffic will be 3.5 times higher than from non-PPC traffic.
Track your conversions: Given that primary goal of you landing page is getting conversions then you need to set up tracking.
The best way to track conversions is to place a conversion pixel on your landing page and then add it to your Facebook ad. It is relatively simple to set up and will help you know the exact amount of leads you get with your Facebook marketing efforts.