Social Media

I’m Lori Ballen, a Las Vegas Real Estate Agent, and owner of  Ballen Brands, a [eafl id=”12705″ name=”Ballen Brands” text=”real estate agent website development company. “] In this 2 part video series, I’ll show you how to make a real estate ad on Facebook that is bringing in results.

I got 24 Leads in 24 Hours for Less than Two dollars a lead ~ Regan Laughlin

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I got a Facebook message a little while ago from somebody that is implementing a lot of my strategies (Regan Laughlin), and she said that she got 24 leads in 24 hours at less than two dollars a lead from a video training that I did on one of our coaching calls, so I figured I would go ahead and make this video and add it to our Rank Like a Boss library.

Now, I have run these ads in Vegas, and I’m not getting this particular ad quite as low as that.

Misty Weaver originally showcased this strategy in one of my Facebook groups, and she was getting it for pennies a click.

I do have Facebook real estate ads I’m running that I’m getting for 15 cents a click, 16 cents a click. I have another one running for 13 cents a click, and those are non-targeted single image listing ads.

I’m going to show you how we do the one that is getting people so many clicks, so many low clicks, so many leads at such a low cost, but let me tell you a couple of things.

You need to have a listing for this particular ad I’m going to run.

The example I’m going to use today is a new listing, and we’re going to target a ZIP code.

Regan, who’s the one that messaged me this morning, said that she had to group three ZIP codes together because her area is much smaller.

I’m in Las Vegas. Vegas is incredibly competitive. It’s not as competitive as, say, Southern California, but there’s a lot of advertisers in our space, and so it might be that we’re going to pay more per click here.

We may pay more per lead as an average here because the competition is advertising and bidding on some of the same audiences. Bidding on that audience, such as a zip code,  could be more expensive for us.

It’s really going to depend on your market, your competition, and then also the listing that you have.

You want to use what I call, a bread-and-butter listing.

This means, it’s in the pocket, it’s in the average price range for your market or below. If you run a listing that is higher and it’s only going to appeal to a smaller group, you’re going to have a completely different result, and your cost per clicks are going to be different, and you’re going to have to probably include different targets for income possibly.

Keep in mind, that how good the listing shows will make a difference in your clicks. The pictures that you include are also going to make a significant difference. If you’ve got a listing that doesn’t show well or the photos are really dark, or they’re not great photos, you’re going to have a smaller click-through rate.

A lower click-through rate is probably going to result in a lower relevance score on Facebook, and a lower relevance score on Facebook is going to mean a higher cost per click overall.

I just want you guys all to understand this. When I show things like this, I’m just using examples, but they could vary from listing to listing, market to market.

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Step 1: Create a new Campaign

We’re going to go ahead and go through this the exact same way that we used in this other example, so my campaign name, I’m just going to call this one Frederick. Your campaign might be all of your listings, and then you’re going to just market your listings in that campaign, or you might be doing one campaign for each listing and then doing various ads, so depending on how you have yours set up

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Step 2: Choose Ad Type as Conversion

We’re going to go ahead and do a conversion ad, and we’re going to track those conversions with our Facebook pixel. If you’re not at that point yet where you’re tracking those, you could do just a traffic ad and send them straight through.

I’ve heard people say over and over again, “Don’t do conversion ads because they’re more expensive.” I got to tell you, the ads I’m getting for 13 cents, 15 cents, are actually traffic ads, so there may be something to that.

Unfortunately, Facebook doesn’t tell us how much you’re going to be paying. It all depends on so many variables once you get it posted, so you’re really just kind of guessing as you’re first going through this.

What you might want to do is run a conversion ad, run a traffic ad at the same time, if you’ve got the budget to do it. Then test which one performs better.

I always perform multiple ads at the same time around a listing, and then I turn off whichever one’s the most expensive or not converting.

Whichever one’s the most expensive per lead, not per click, because sometimes you get cheap per clicks where they’re not converting, and other times you’re paying more per click, but they convert better, so your cost per lead winds up being lower, actually.

💡 Check out this great article on Facebook A/B Ad Testing

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Step 3: Create a new Ad Set

Next, we’re going to create a new ad set. Our ad set’s going to be called Frederick, and we’ll call this one a Canva. I’ll show you why in a minute because we’re going to make a Canva with it.  Name your ad set and Save to draft.

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Step 4: Set a Campaign Budget

Let’s go ahead to set a campaign limit and say, “Okay, I’m only going to spend $150 on this campaign.” One campaign could be set up for marketing all listings under, for example. In this example, I’m going to give my whole campaign a $500 budget this month, and all of my listings share that one budget, but then each ad set will have it’s own spending limits.

If you put them all in the same campaign and you set a campaign limit, then you can’t overspend, but if you put each one at its own campaign and each one gets its own ad spend, you can find yourself in trouble. Putting them in the same campaign with a cap set on your spend can protect you from spending more than you want to.

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Step 5: Choose the Business Page you want your ad to run under

Next, it’s going to ask us to choose our Facebook business page that you want to be represented. All of our ads go with a Facebook page, so for my real estate team here in Las Vegas, I’m going to put this under Lori Ballen Team Las Vegas.

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Step 6: Choose your Ad Budget

Now you can set your daily budget for this ad, so you can have a campaign with a larger budget, and then each of your ads can have their own smaller budget.

Let’s just say you have a campaign for all your listings running, and you say, “No matter what, I don’t want to spend more than $500 this month on all of my advertising,” so then you go down to each listing ad and say, “Okay, this listing’s really hot, so maybe on this one I’ll spend 20 bucks a day, or maybe this one I’ll only spend $10 a day,”. That’s a daily budget for each ad.

I like Lifetime Budget, and I like to say I’m going to run this for 30 days, and I’m willing to spend $150 on it. You get a little bit more options, and the scheduling is a pretty cool thing too.  Let’s say you only want to run your ads when you’re awake and people can call you, so you might just do like 9:00 to 8:00 Monday through Saturday.  You can also choose to do it every day if you like.

Maybe you say, “Every day I want to run my ads from 9:00 to 8:00. I don’t want to run them in the middle of the night because nobody can call me, or maybe you get most of your leads in the middle of the night, so you only want to run it in the middle of the night.”

The benefit too, with running things in the middle of the night, I find this also with Google AdWords, is people’s budgets run out early, so you’re competing with a lot fewer people typically in your own country, if that’s where you’re targeting, because everybody’s in a similar timezone in the United States.  Within a few hours in the middle of the night, everybody’s budgets have run out. You’ve got less competition, so I’m getting clicks on my Google AdWords for pennies after everybody else’s budgets run out, and so there might be a strategic reason to do that for you as well.

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Step 7: Choose your Ad Targets

Now, my listing is in 89166, so what I’m going to do is, I’m going to run my ad in 89166.   What you’ll be able to see on the right-hand side is what the potential reach is. In this example, based on my zip code target, I could reach 22,000 people.

That’s how large my ZIP code is. This is why ZIP codes are such a big target in Las Vegas, because we have so many of them, and there are so many people in each ZIP code. For me, choosing one single zip code is plenty. I’m not even going to be able to budget enough to reach everybody in that ZIP code. I’ll only have the daily potential reach of 920 out of that 22,000 people because of my budget.

Now, if I increase my budget, if I double my budget, I can reach 1,800 people. If I triple it, I can reach more. That type of thing, but I’d have to be spending a lot of money to reach everybody in 89166.

Now, if you’re listening to other trainers and they’re teaching you to make sure that you click the people that are most likely to move, and they’re telling you to choose a minimum age, to only pick people in this age group or whatever, that’s not wrong. What you have to know is, the more audiences you target, the higher, the higher your cost per click is probably going to be, because you’re bidding on each audience you add.

On Google AdWords, you’re bidding on a keyword. On Facebook, you’re bidding on an audience. Each audience is an auction and the costs are based on the total people bidding on that audience, and their existing bids.

That’s one of the factors in how much you pay per click. Not the only factor, because then there’s still the relevance score that depends on how good your ad is and how well your landing page performs, and all of that plays in, but you have to know that the more audiences you choose, the more you’re going to pay per click.

That’s not always a bad thing because if you laser target your audience, and your ad is also laser targeted to match that audience so that your conversion rate is incredibly high, your cost per lead could still be low, even though your cost per click is higher.

For example, you might be retargeting, so you’re using a custom audience that you’ve uploaded. You’re doing a custom audience of retargeted people that have visited a certain page on your website or all the pages on your website, or they visited this page but not this page, like they visited the website, but they didn’t go to the IDX thank you page, which means they didn’t register to look at homes.

Now, I want to retarget that audience with advertisements, or people that did register for IDX on my website I want to retarget, because those people have raised their hands. You might spend nine dollars a click, but those are your warmest, hottest leads, and coming back and getting them on the website that might actually convert, so your cost per sale ends up lower.

You have cost per click, cost per lead, and cost per sale.

Cost Per Click = How much you pay each time someone clicks

Cost per Lead = Total spend / total number of leads

Cost per Sale = Total Spend / Total Sales

Example: $500 Budget

Based on your ad targeting, FB charges you an average of $1.00 per click.
You spend $500.00 and get 50 leads. 500/50 = 10. So you paid $10 per lead
You close one home. $500/1 = $500. Your cost per Sale is $500.00

Back to ad targeting. We’re bidding on a ZIP code, so if you’re bidding on a very competitive ZIP code, you might find you’re paying more cost per click than the neighboring town, than somebody else on here.

If you’re in an area that has a small, has ZIP codes that don’t have a lot of people in those areas, then you might need to include multiple ZIP codes. Yes, I know that there would be people outside of this ZIP code that would be interested in this property, yet I have a potential reach of 22,000 people, and I’m only going to reach 920, so why bother including any other ZIP codes in there today?

There’s no need to do that because I don’t have the budget for that based on the example that we’re using.

That is all we’re going to do on there is choose that one ZIP code.

Now, you have this optimization for ad delivery, and so you can choose landing page views, people that are most likely to click on your ad link and load the landing page.

You’re going to have to do a pixel for that one.

You can choose link clicks.

They’re going to deliver the ad to the people that they think are most likely to click.

You can also choose impressions. This is going to be where you pay for a certain number of people that see your ad, regardless of whether or not they click.

We’re going to go ahead and just do link clicks for this example.

Remember, if you’re trying to mimic what I’m doing here, and you want to try to get the $2.00 per lead like Regan did in the example this morning, or pennies like Misty Weaver who originally showed this example, then you’re going to need to make sure that you’re doing things identical to what we’re doing.

As soon as you change one factor, your testing is gone.

Next, we’re going to go ahead and leave the bid automatic, since we’ve already got a budget cap on there. We’re going to spend 10 bucks a day or whatever we’ve decided.  By default, this was set on per impression. I’m going to change that to cost per click.

Okay, so we’re going to do standard delivery type, and we’re going to review the draft.

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Video Part 2

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Step 9: Create your CANVA Graphic

Now, we’re going to choose ad with an image or video, ad with multiple images, and here’s the new thing I was talking about earlier, full-screen mobile experience, I’m going to talk about that in another video.

Let’s go ahead and do ad with image or video. Now, for me, personally, whenever I’m designing, I focus on mobile. I will always look at the mobile versus the desktop.

Most of my link clicks, and I think if you look at your analytics, yours are probably the same, are going to be for mobile, especially on social media. I’m going to focus on mobile.

We’re going to go over here to Canva and we’re going to choose a social media post. Once you do this once, you can actually set a template, then you can use the same one over and over and over again.

But there are lots of different kinds of templates in here. Canva has a free version, then they have a paid version, and I do have the paid version, but most of these you can do with the free version.

Okay, let’s use this one here. I likes one that has like these four images, then either a circle in the middle, or a square in the middle, but you can resize this square, so depending on how big we want that to be. I’m going to use this template, and I’m going to add some images now.

Next, we upload pictures of the property. I’m just going to go ahead and grab some random pictures here because I’m not actually going to publish this. Once I upload the picture, all I have to do is drag it right here into the little box. See that? And it will put it into the box, and if it doesn’t fit correctly, then you might need to go get a different image, you may need to size that separately.

Add the text of whatever you think is going to be appealing,  that your audience is going to like. So if it has a pool, or it’s waterfront, or it has special features etc. You may or not want to add the price.

Download the image. Save as the property address.

Upload the image into your ad.

Step 10: Add in your headline, text, and call to action

Example:

Nearly 2000 square feet and like new. Built in 2016. Single story, that’s huge here. Single story home in Providence, stainless steel appliances.

You’re going to do like three, one, two, three, four, five, three to five lines here.

Then, it’s up to you on the if you want to add in emojis.  I have not tested with or without emojis, so I cannot tell you whether or not these are going to result in a higher click-through rate.

That could be a very fun test. I’ll have to do it on my next listing since this one just sold. I have a new one, but I don’t have the pictures yet.

Now, the headline is Download Details.  This seems to be a hot call to action from what we’re seeing with this type of an ad, and what that means is you’ve got to be sending them to a page that allows them to download something if you’re going to use that call to action.

In my case, they can click through and view the photo gallery, and then that has a download, a printable listing brochure, or I could send them to my listing leads page that has download the brochure options.

Again, you could test your landing pages against each other, you could use lead pages, there are all kinds of landing pages that you could use to send them too, I do suggest testing those.

But most of you, most real estate agents aren’t really super advanced at Facebook Ads, they’re just starting, or just dabbling, so it’s a lot to ask you to split test.

Right at first, you’ll want to just get things going, but as you get more skilled, more experienced, and your budget gets larger and you can test more ads, then it’s nice to be able to test different things like emojis or not emojis, which calls to action perform better, which pictures perform better, which landing pages, you know, that kind of thing.

Okay. Now, this is interesting because in Regan’s example, she has no price. I may not want to put the price either, but then you’re going to get clicks on people who can’t afford the house. Another interesting theory of testing, right?

Step 11: edit the placements

I wanted to edit where this shows up in the placements. Let me show you how to do that really quick, we’re going to go to edit, I’m going to go to ad set, we’re going to edit the placements.

If you choose automatic placements, it’s going to show it on Instagram, it’s going to show it on its advertising partners like for example, this ad might show up on Pandora when somebody is listening to their music, and it might jump on their app.

That’s not necessarily a bad thing, but if you really want to test how well your ad is performing on Facebook, having those other channels doesn’t really give you a true test.

Once you have published your ad, it’s time to measure for results!! Good Luck!!

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Someone recently asked a great question. “How do I use my personal Facebook Page to Generate more Real Estate Business?”. With the recent news about the Facebook algorithm changes for business reach, many are thinking of focusing more efforts on personal pages. Here are a few ideas for you.

**This post contains affiliate links and I will be compensated if you make a purchase after clicking on my links.

1. One strategy would be to use your Facebook Personal Page to create awareness among other real estate agents who might send you a referral.I’m an agent in Las Vegas, NV and do a lot of agent to agent referrals through Facebook Relationships. Checking in to places you visit, pointing out interesting things that happen in your town, mentioning crazy weather etc. can begin to create “your city + brand” awareness with other agents.
2. Adding a Facebook call to action on your email signature (Check out Wisestamp), blog signatures, newsletters and so forth could allow you to connect with more potential buyers and sellers as well as cultivate past relationships. I interviewed an agent in Katy, TX this week who is doing some very Strategic Facebooking.
3. Start a Personal Facebook group around the hyperlocal area you know and would like more business in. Offer value to this group by building lists like “best dog parks, honest mechanics, new restaurants” and so forth. Use the questions people ask in the group to create your “best of “ lists.
4. Leverage Facebook Live and showcase fun and interesting things to do in your town. Tour new openings, holiday events, new construction etc. – Have your FB live videos captioned wherever possible for more views!
5. Use your Facebook data for your CRM. Whenever I friend someone new on Facebook, I enter them in my Infusionsoft CRM including their birthday. Then, my birthday campaign sends them a text message on their birthday.  People are amazed and grateful. It’s a great ‘TOUCH’ that keeps you top of mind.
6. Ask questions like, “What is the average price range where you are?” and state yours. It’s a great way to strike up a conversation with other agents and remind them where you are at the same time.

In this video, Sabrina will show you how to use the integration tool with Zapier in Facebook Lead Ads to connect your CRM for automatic lead flow.

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Transcript

Hey, this is Sabrina, lead trainer for Ballen Brands. I’m going to show you guys how to integrate your Facebook lead forms with Zapier today. So, to find your lead forms, if you guys haven’t created one already, you’re going to go to your Facebook page, then you’re going to go to Publishing Tools at the top, and then there’s a Forms Library option on the left-hand side. Now, if you do a lead form through an Ad directly it does give you the option to create a new form from there. That will work, as well, but this is one way to find your forms, nice and easy, if you ever need to deactivate them, or create a new one, or duplicate an old one to create a new one.

From here, you can go ahead and create a new form, or you can duplicate an existing form. You’re going to, basically, follow the steps on here to set it up. So, you put in your headline, an image, you go to your Questions and determine what you would actually like to appear in your form. Then, you’re going to go into your Privacy Policy section, if you decide you want to add any information there, and then you can change your Thank You screen.

Once they register, there is a little description here, there is a button whether you want them to view a certain website or download, and then you have the button text and the website link, all available here. Once you’re done you can go ahead and hit Finish and your form will be created and ready for us to connect in Zapier. In Zapier, you’re going to start by making a Zap. We’re going to choose a Trigger App. Now, the trigger is what happens first that then puts them into our database. So, what’s going to happen is they’re going to fill out that Facebook Ad lead form, so I’m going to search Facebook. There’s a Facebook Lead Ad Options. Keep in mind this is only available with the premium version of Zapier.

So, you’re going to follow the steps here. It says, “When a new lead comes in that’s gonna be our trigger.” It asks you to set up your Facebook Leads Ads account. We already set ours up. If you haven’t, just hit connect an account and it will walk you through the steps to set that up. Now, it’s going to ask you which page the Ad is on. With this one we did Lori [Valenteam 00:02:39], and then here’s one of our forms that we created the other day. It’s going to ask you what page you’re writing the Ad on, and what form you’re using. We’re going to hit continue. It’s going to run a quick test. I’m not going to run a test on this one, I’m just going to go ahead and skip it but it is recommended that you run a quick test and make sure everything’s popping in properly.

Now, it says to choose an Action App, so the action is, “What do you want to happen after they fill out that lead form?” In this case we want to put it into Infusionsoft, so we’re going to choose Infusionsoft, and I want it to create or update a contact, because if they’re not a contact in our system already I want it to create a new one. If they are, I want it to update our system so we know that that person registered for this offer. I’m going to hit Save and Continue. It’s going to ask you to choose your Infusionsoft account. Again, if you don’t already have it connected, just hit connect an account and follow the steps to get that setup.

Then, it’s going to ask you to set up the Infusionsoft contact, so it’s going to give you all the field options here that you can set up. So, you’re not going to be able to pull a whole bunch of information from the Ad, but if you click on this little icon on the right-hand side here it’ll tell you what you can actually pull in from the lead. Now, it told me that I skipped this action, so there’s no data available, so it looks like I do have to go back and rerun the test. It only takes a second. Okay.

Now, I should be able to go back in here. There it is. Okay. So, it pulls from your form. This is all the information that you can pull from the Facebook lead. So, since this is an email field, I’m going to click on the email option from the Facebook Ad. I’m going to scroll down. “Has this person opted in to receiving marketing communications from you?” I would hit probably “yes” on that one just depending on what the form is. You want to make sure that you’re complying properly. First name, last name, so I’m just matching them up. If you want a tag to be applied, you can choose to have a tag be applied. These are all of our custom fields, and addresses, and billing information, so I’m just going to scroll down to phone number here and pull in the phone number. There it is.

Then, any of this other information, if you want to have it manually filled out you can, if it applies to every contact that might fill out that form. That’s the only time it would make sense. So, for example, we have a section on here for person type, so person type in our system may be buyer lead, so if I know I’m only using this form for Ads that buyers would register for, then I can put in buyer lead and it would pop that into my field in Infusionsoft here.

Once you’re all done, you’re going to hit Continue. It’s going to ask you to run another test, and then it’s going to complete it. I’m not going to go through that process here on video, because we are using this form for something else, and I don’t want to mess up where it’s already set up, but you just hit Continue, click the Yes I want to test it button, and then it will say, “Okay, your Zap is all good to go. Go ahead and turn it on,” and you’re going to flip the little toggle that it gives you, like what you see in the upper right hand corner here to turn it on.

Once it’s done, you’re going to see it on your … I have so many drafts in here. You’re going to see it at the top and it’s going to be one of the only ones that you have turned on, unless you have a whole bunch of Zaps in your system. It will show as turned on. You have the name here, which you actually create the name in the upper left corner here when you’re editing it. It runs pretty much immediately, so anytime anybody registers from the Ad it’ll trigger Zapier, Zapier will run and fill out all the information, put it into your Infusionsoft account, and if you guys have Autopilot ISA, which is our campaign system to follow up with leads, then you can actually, in your Zap under the template options here, you can have a tag applied, like what we have here, that triggers your Autopilot campaign. So, you can have it trigger the buyer, or the seller, campaign and automatically have follow ups going to them via text and email right off the bat, for a higher chance of getting those leads to follow back up with you and become a closing.

So, that is how to integrate Facebook Ad forms with Zapier so your contacts can go from your Facebook Ads into your Infusionsoft database. If you guys have any questions, you can always reach us at team@ballenbrands.com, and if you liked this video and want to learn more about online marketing, go ahead and follow our YouTube channel, and also check out our online courses at ranklikeaboss.com. It’s our video course where you can learn everything there is know about online marketing, and we also have a real estate expansion specifically for agents where we talk about real estate processes, tools, and online marketing strategies for real estate specifically. That is all of that.

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Here’s how to change a Facebook Video Thumbnail.

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**This post contains affiliate links and I will be compensated if you make a purchase after clicking on my links.

Steps to Change the Thumbnail:

1. Upload Video
2. Find Video in your album
3. Click on the pencil to edit
4. Scroll through thumbnail to choose the picture
5. Save your edits

Transcript:

Okay. Here is how to edit a thumbnail on a video that you have uploaded to your personal page. Here you can see that I have downloaded a video, so let’s say I want to change the thumbnail that is appearing right there on that video. What I do, is I’m going to go over to my photos and then I’m going to find the albums and then I’m going to click on videos. I’m going to find the video I want to edit and I’m going to click this little pencil. Then choose ‘edit this video’ and here is where we can change our photos. Today the option that we have is to scroll through the thumbnails that they have selected and there’s not a way to upload a special thumbnail on your personal profile page as of the time at least when I made this video, but you can at least scroll through and pick the one that you like the best. That is how you customize the thumbnail on your personal Facebook business page video.

And here’s how to stop a screen recording on a mac.

In this 18 minute video and step by step written guide, you’ll learn how to use the Facebook Carousel Ads to showcase up to 10 images. Lori Ballen, a real estate business owner in Las Vegas, and owner of a marketing company, shows you her best practices in setting up these great ads designed to generate leads.

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Steps to Create your Facebook Carousel Ad

• Choose your Objective
• Create your Campaign
• Name your Ad Set and Ad
• Choose your Audience, Budget, and time your Ad will Run
• Enter the URL you want to send the user to when they click the CTA button
• Below Images, click the button with the plus sign to add in your carousel cards. You can have up to 10
• Pick a number  and Click Upload to add a photo from your computer, or Select Image to choose a pic from the library of images you’ve already uploaded while creating ads
• Add a headline. Remember, if you design for a desktop ad, your text will be cut off on mobile. Better to keep your headline short.
• Do this with each card and then complete your ad.
• You can edit the ad in power editor to select a unique URL for each card if you like.

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Transcript

Okay, today’s lesson is to essentially show you how to create a Carousel ad in Facebook. So regardless of your Facebook objective, whether you are optimizing for conversions or impressions or you’re doing a lead ad, any of the ads that allow for photos to be uploaded in a Carousel fashion, this is going to apply.

So we’re going to go ahead here really quick, and I’m just going to create a campaign, and I’m going to use real estate as an example today, so I’m going to do my cutting edge real estate listing, and this campaign is going to be my [eafl id=”12368″ name=”Listings to Leads” text=”listings to leads”] single property website. We’re going to focus on that in this campaign. I’m testing and measuring several landing pages right now so this is great. Let’s just go ahead and leave it for … Let’s go ahead and put it for conversions, for registrations. So don’t worry about those. Remember you’re focusing on how to make the Carousel. However you’re setting this page up is fine.

So then the first objective with my first ad set is going to be no demographics. I’m testing multiple demographics against each other to find out what is the lowest cost per lead out of all these different audiences that are typical for real estate right now so that we can come up with some best practices.

Okay, now we have to create the ad. So campaign, then the ad set, and then the ad, and the ad is just going to be cutting edge Carousel. All right. Now, we have to save this to a draft. This is a new step now on Facebook. It changes every day. Every day I log in here there’s something different. It’s just constantly changing. For right now, we’re doing objective is conversions. This is an auction. Campaign spending limit. I highly suggest this. Let’s just say I’ve already got a couple others running, so I’ll just do 100 bucks on this one for right now. Registrations, review draft. So what that means is no matter how many ad sets or how many ads you create in your campaign if you’ve got a budget set on it, then you won’t over spend that budget. It spreads out throughout all of your ads, not necessarily evenly, but it won’t exceed that, which is a nice little buffer you have there.

Let’s see. It’s telling me edit. Let’s go in here now and edit the ad. So next thing I have to do is choose what Facebook business page I want to show, and I want this ad to run under. So that’s done. All right. We’re at the objective of what this video’s about today. So here, your choices, whatever your choices are here depends on your objective was that you set up. So we’re doing a conversion ad. We could do ad with image or video, ad with multiple images in a Carousel, which is what we’re going to work on today. So let’s just focus on that one for today. Okay.

Now scroll down and choose manually choose images, videos, and links, but we’ve got to go down and put our URL in here that we want them to pull from. So I’m going to use the listing to leads single property page. Okay. That actually has a popup that forces registration, and I can change where I want that to pop up if I want it to be 15 seconds or 30 seconds. So I’m going to test this page now against some others that I’m using. Okay? That’s my concept here is to run a whole bunch of different landing pages, whole bunch of different ads against each other and demographics and come up with some best practices.

So here, I’m going to go ahead and grab that URL. I grabbed it up here. I’m going to paste it into here where the [inaudible 00:04:19] URL is. Let’s see. If I choose to grab the images automatically, let me see what they grab. Oh no. We’ll just upload them manually. So many options here, guys. It’s ridiculous. I mean so many options.

Here you’re able to preview what it looks like in a mobile feed and a feature phone, desktops. So here’s where I want you to be careful. If you view them in desktop, you have to keep in mind … See it pulled just the one picture. We’re going to replace those. If you view from desktop, you’re going to see a lot more text and a lot more … Well a lot more text. Then if you click down to mobile, you’ll see that it starts cutting it off. So for me, based on my experience, mobile gets the most traffic and leads off our Facebook ads, anyway, so I prefer to optimize for mobile, not for desktop. So what that means is less text. I don’t want a bunch of text cut off. So I’m a lot more careful with this. Okay.

So here’s what we do. First we’re going to put this text that describes this property. So whatever it is that you want to put here to point out a feature of that property. See how it puts it up here? Okay. Maybe I’ll add the location. This one is in … I think this one is in the northwest, 89149, so I’m going to put something like this. You could put emojis in here. So on a Mac, you hit control command shift bar, and you can grab these little emojis, or use your little emoji bar if you have one of the new Mac’s, and I’m not sure how exactly to do it on a PC, but there is a way to do it on the PC as well. But see, these little emojis are definitely eye catching. So then instead of this, maybe I want another emoji with little finger pointing, and I do something like this. Okay. Now you can see where this is going to show up on a mobile feed. Let’s see if I can space bar that down.

Oh I put it in the wrong spot. I can just cut and paste that right up here. See how it’s laying it out as we type in here? I’ll get it. Hold on. Have to kind of play with it until you get the right settings you like there. There we go. That’s what I was looking for. Okay, and then I’m going other put Las Vegas 81949, and I’m actually going to put northwest Las Vegas, 81949. Okay, that shot down to another line. Let me go ahead and make it another line. All right. We’ll go ahead and do another emoji here like a map or something. Let’s do a pin, like a little pin on a map or something. There we go.

Okay. Northwest Las Vegas. Maybe I don’t want these all capitalized. See I’m going to have full bathrooms. That’s really perfect in my opinion. I’ve got what I want there. If I was optimizing for desktop, I could, if you look at this, I could put in this great big paragraph right here. I think chunky text doesn’t always work well, and little emojis or bullet points and things where the eye can scan quicker since you only have just a millisecond to catch their eye as it’s scrolling past, these are helpful.

Again, once you do your split testing and figure out which images get more clicks, which landing pages get more leads, then you can test which emojis or which titles or which descriptions, you just test one thing at a time until you get your best performance. When you’re first starting out, you’re just running ads, but as you start to get more experience with it, now you can start testing them against each other. Okay? We’ll come back on another lesson and do Messenger set up. Today we’re just focusing on the Carousel ad.

All right, so here’s your pictures. Here’s your ad pictures. We have one, two, three, four, five, six, seven, eight, nine. Nine, 10. So you have the ability to add 10 images at the time of this video. Again, they’re constantly changing things, so we may not do 10. But you have the option to add 10. I think 10 is a little much because what else do they have to look at if you’ve shown them every picture? If you show them pictures that may not be as appealing … Let’s say it’s got a great kitchen, and it’s got a great pool, and then you put in a bedroom or stairs or something that’s a turnoff, then you’re less likely to get them to click through on the advertisement, and if you give them two pictures, and they don’t think there’s necessarily more for them to see, they may not click through. We want them clicking through to that lead form or to the website page, whatever it is that you’re attaching on there.

So I like three … I’m testing this again, but right now I’m liking three images of property, if I have three goods ones, and then my broker logo, licensing requirements and a pitch for my team here or brand, my own brand. So here, let’s go ahead and select images. You actually can select video, too, but I’m just going to worry about the images. We’re going to select image. I’m going to upload image. Then what you can do here is you can either browse, you click here, and it’ll open your files. Or you can go ahead and scroll down. Oops, we lost our page there. Oh no, this is fine. So then we can go like this, so I’m opening my little finder, and what we can do is we can drag them in. So either way works.

Now I suggest putting the best picture first, but I’m going to show you something new that Facebook is allowing us to do now that’s really cool. It allows us to actually position the most popular picture automatically, which we didn’t used to have. So there’s my little kitchen, so now I’m going to click confirm. Somehow my page got shrunk there. There we go. And so there’s the picture. Now we’re not done with the picture. Right here, you’re going to put the destination URL. Okay, so we’re setting up that landing page. Now here is a chance to say something about that kitchen. So I could put something simple like large kitchen or quartz countertops. See where they show up here?

Now remember if you keep this on mobile, you’ve not optimized for mobile. If you change that to desktop and you put too many characters in there, now you’re going to see a bunch of stuff cut off on mobile, so it’s not really optimized for mobile. So I suggest that. Now your description here, this is completely up to you. You can use this to put something else about the kitchen like custom cabinets, large island. See where it’s starting to cut off, so custom cabinets. Or in my case, I’m putting my phone number.

What I have found is the more serious customers will pick up the phone and call, so I want to give them that option at any time. That’s one reason why I’m doing that. All right. So now we have see more URL, and a see more display link. Okay, now let’s go back and put our image two. So we’re going to select an image. Now I’ve already uploaded mine, so I’m going to go ahead and drop my own in there. Now same thing on image two. You’re not changing that destination URL, but you can now change that headline and whatever’s on the bottom again there. So headline in this case, I might put something like large loft. And then again, let me try to get this to scroll again for us. There’s the second one. Large loft and then upstairs … Let me see how this fits. It’s not scrolling for me. I’m going to keep it at two words. I don’t like … okay, then put the phone number.

See what that says about the fireplace. I’m assuming it’s a gas fireplace. So we’ll do … I really want those to be two words so I can keep them consistent. So there’s that one. Now let’s scroll down to the third image. For the third one, I’m going to do this bedroom, and up here, I’m going to put master also has a sitting area. Okay, so now we’re going to grab our fourth one. In my case, it’s going to be my company logo that is required by our brokerage. I want to make sure I’m covered there. Then number five is going to be some kind of branding for me. So I’m going to put my team info right there.

Now on those two, we can also put something here. In this case, I’m going to put Keller Williams. 2320 West Sahara. Okay, then on number five … Okay. Now the no button, you can choose send message, apply now, contact us. These keep changing, too, by the way, constantly. It’s amazing how much is showing up in there. So I’m going to put learn more for this particular ad. Let me see if this is going to let me look [inaudible 00:17:08]. Just not able to scroll on those right now. Okay. It’s the way my screen is set up. Here’s where it would show up on the Instagram feed if you want it to be on Instagram. So you’ll want to take a look at all of these wherever you’re choosing to show them. You’re going to want to take a look at how they’re showing up on there.

Really that’s it. I’m not going to go through any of the other items on here now because each one of these I’m covering individual, the actual segment so you know how to create all of the ads, what each one of the options means. So that is how you create your Carousel.

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👍 Learn more about Facebook Ads for Real Estate

Facebook Business Pages will be the “brand” websites of the near future. Early Adopters will win BIG! With FB recommendations with business tags growing, your business page (and FB reviews) are more important than ever!

Here’s how to make a Slideshow Cover for your Facebook Business Page.

• Find or Create your Business Page
• Hover over the camera on the upper left corner
• Choose Change Cover
• Click Create Slideshow
• Turn Off the button that allows FB to select for you
• Click on the Pencil on one of the image selections
• Choose from existing images or upload an image
• Your Page’s cover photo, according to FB:
  • Displays at 820 pixels wide by 312 pixels tall on the Page on desktop computers and 640 pixels wide by 360 pixels tall on smartphones
  • Must be at least 400 pixels wide and 150 pixels tall

Congratulations! You now have a slideshow for your Facebook business page.

Here’s how to stop a screen recording on a mac.

There are many ways to generate real estate leads online. One of these is through Facebook ads. Using Facebook Lead Ads, you can offer home value estimates, listing information, reports and downloads and so forth. The user can fill out the form without ever leaving Facebook.  You can integrate the lead ads with your CRM and even instantly forward them to the offer URL such as a PDF File.

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Here’s how to place a Facebook Lead Ad

1. Choose our marketing objective.
2. Choose lead generation.
3. Title the Campaign.
4. Name the Ad Set.
5. Choose the Facebook page associated with your ad
6. Choose a custom audience or create a new one: Location, Age, Demographics
7. Edit Placements
8. Select Lifetime Budget, 30 days
9. Choose your Schedule
10. Choose Media (Images, Slideshow, Video, Carousel)
11. Choose the Appropriate Button
12. Select new image or ad image for the form
13. Choose your custom questions for the form
14. Include Appointment Scheduling if you like
15. Add a link to your privacy policy
16. Include a link to your item of value if it’s an instant offer
17. Include a Call to Action to Visit Website
18. Integrate CRM through Zapier so your leads will funnel into your database

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Transcript Verbatim:

All right, in this lesson, we are going to learn how to get more real estate leads through Facebook Ads and specifically today, we’re going to do a Lead Ad. For those of you that are wondering how that works with the form that the user can automatically fill out without leaving Facebook, this is going to be a walkthrough for you on how to do that. Technically we can use any page, we can use any concept if we want to market a real estate listing or we’ve got an offer that we’re making that people can fill out and receive something, a free eBook or a download or a list or anything like that. Okay, so we’re just going to walk through and I’ll go ahead and use one from my real estate business as an example.

Here, we’re going to go down here to, this is asking us what is our marketing objective. We’re going to go down under consideration and we’re going to choose lead generation. We’re going to title our campaign. Let’s just do a home value. Find out what their house is worth. Home value Lead Ad. Continue. Now we’re going to give the ad set a name. We could have a campaign that is all going to be home values and Lead Ads and then we’re going to change up certain things in there so we’re going to have different ad sets is the idea. We’re going to do home value with demographics. I’ll show you how we choose those demographics and this is a Lead Ad. We’ll start with that. Okay?

Now next we’re going to choose our Facebook page that we want to show when somebody selects that Lead Ad. In my case I’m going to find my Vegas real estate team. Next we’re going to have an audience. All right. Here you can select one of your custom audiences or you can create a new one. I’m going to go ahead and do it like this. I am going to say everybody who lives in … now your demographics may be better, so you don’t need to copy me verbatim where it comes to that, but for this particular Lead Ad, if I’m going to offer home values, I’m going to choose people that only live in Las Vegas. Not that are here visiting, because that doesn’t mean they own a property, so I’m hoping to find home owners.

Then I’m going to choose … I could do Las Vegas. I could do 10 miles around Las Vegas. That will include North Las Vegas and Henderson, or I can say only that city, which is what I’m going to do here. In fact this is a great one. Hold on. I’m going to go back to this ad set and change this home value, Las Vegas. Then what I’ll do is I’ll create another ad set and do the home value of North Las Vegas and create another ad set and do the home value Henderson. Then each one I can measure how they’re performing on their own.

Here I’m doing just Las Vegas. Now, age. All right. There has been some discussion for real estate agents on using age settings because of our fair housing regulations. To my knowledge, the fair housing regulations address people in the retirement age that you don’t want to be limiting what’s available to that particular age group. You’ve got to watch that higher number, but to my knowledge there isn’t anything saying we don’t want to offer home values to people that are under a certain age. There isn’t a challenge with, so in my case, I believe I can go ahead and say I’m going to show this only to people that are … let me do 35 and up. The reason for that is again, offering home values I’m looking for home owners. People that have owned their home long enough they’re looking to sell it. Right? I could go 30. I could go 32, but my market is huge, so I can laser target a little bit better so I’m going to go with age 35 and up, not discriminating against anybody there. I’m keeping that higher range untouched.

Now include people who match at least one of the following, and in my case I’m going to do this. I’m going to go to browse and I’m going to do demographics, home, home ownership, home owners. Again I’m offering home values so I want to make sure that I’m only showing this to homeowners. Now here’s another cool thing we can do. I can go down here to browse and I can choose behaviors, residential profiles. Actually hold on. Let me do this one instead. I want to get to homes. I’m going to go to demographics, home, home type, and I can say I only want to show this to people who own single family residences. Okay? Then I can laser target more from there but for today’s lesson we’re specifically focusing on how to create this Lead Ad. I’m not going to go any further than that for now, because I want to show this to you guys.

Expand interests when it may increase leads at a lower cost. You know these are always so tricky because every time you give Facebook permission to let it automatically do something, you’re really at the risk of spending more money. What I would suggest doing is always run one ad without allowing them to expand and then run a second one that allows them to expand and test and measure what your costs per lead is and how those vary. You don’t want to just let them do it every time. It’s the same thing with Google Ad Words. It can be really tricky when you just let them bid up for you and bid around.

All right, so if I wanted to I could click save this audience and this could be homeowners. Save this audience and this will be for home values and then I can come back and pull that again when I do the other two. Gosh, Facebook is always adding new stuff, aren’t they? All right, so here, we’re going to optimize for ad delivery. We can optimize for … Oops, let me go back up. Hold on. I’m sorry, we dropped it down too far.

Next we need placement. I always edit the placements and I personally take out Instagram for this. I have not found in my experience it to be a lucrative. I always just leave it under Facebook feeds. For now, we’ll get into Messenger as such later, but for now we’re going to just do that for our Lead Ads. Okay, I think I did that one all good.

Now I usually go lifetime budget and I say okay I’m going to run this ad for 30 days and I decide how much I want to spend for those 30 days. This date is in the past. It wasn’t. That’s bizarre. Today at 12:10, oh I see. Today at 12:30 we’ll start running it. There we go.

Leads, so we can say optimization for ad delivery. All right so we’re going to deliver your ads to the right people to help you get the most, so their optimization for ad delivery is to get leads. Here’s some more changes. Automatic bidding is now described by its main benefit of getting the lowest costs. It’s basically saying we’re going to automatically bid this up. Target cost is an enhancement. Lowest cost, get the most leads for your budget. You know I’m going to have to come back and dive into each one of these changes here.

Then you can set a big cap and say, you know what, I only want to spend $2 per lead. I’m okay to spend $10 per lead. We won’t bid more than this amount for any individual lead. These all make me so nervous. I’m going to leave those off right now. This is going to charge us per impression. They’re optimizing for leads here and it doesn’t look like they’re giving us any kind of option to turn that stuff on or off. Then we’re getting billed per impression. This is how we’re going to run this particular Lead Ad.

Then we can choose to run our ads on … we’re going to choose to run our ads on all the time or run them on a schedule. If I’m going to run them on a schedule I could say you know what, I only want this to run when I can be there to answer the phone. Well I know there’s a way to … There we go. I’m going to run it up until like maybe eight o’clock at night. Because I’m hitting everybody that lives in Las Vegas, so they’ll all be in my time zone. I’m okay with 8:00, so we’re going to do 8:00 to 8:00. Yeah, I guess I could have just done every day like this. I wasn’t sure, but yeah, I want it to run every day. I think that’s only available to do when you choose a lifetime budget like this. When you do daily I don’t think you have the option to show run ads on a schedule. That’s another why I do that.

All right, delivery type. I leave that on standard, not accelerated because that would spend the budget super fast. Then we’re going to hit continue. We haven’t even created the ad at all yet. All we’ve done so far is just the settings and the demographics. I’ll be breaking down what each one of those demographics are and how they compare and the different bidding strategies and things like that so we can kind of test them.

I believe paying for impression but optimizing for click. We’re going to pay every time the ad shows, but we’re going to optimize for that click through rate because the better the click through rate the lower the cost of the ad is, which I think is actually a better strategy cost wise. Then we have the option to choose a carousel, single image, single video, a slideshow. Let’s just do a single image. We’re going to do a home value, so let’s go to free stock images and see what they have. Home value. Let me just see which one I want here. I’m just going to kind of scan this. What I’m kind of looking for is a little less stock arty, a little less clip arty I guess. You know what? I’m going to try that little dog. We’re going to play with him. Okay, we’re going to click done.

Here’s your ad over on the side. Now I always look at the mobile newsfeed versus the desktop. Most of your clicks are going to come from mobile newsfeed or the phone, so I like to see how it’s going to show up there. Your text link, “Find out what your property might sell for in today’s seller’s market.” Now the display link is whatever you want to show up. You can just type in your URL there. Yes, that can make a difference on click through rate. Headline, “Receive a home value estimate by email.” Then here if you want to put anything else in this newsfeed description be careful, because it’s mobile and this will cut off quick. You could put in something, a branding, something with branding here. Oh that’s not even going to show up on the mobile. I’m just going to leave that one blank.

Sign up or apply now, download, get a quote. I’m going to put get quote. That’s appropriate. Who’s your business partner, so if you’ve got somebody that you’re co-advertising with, you can put them in your co-branding. I’m going to go ahead and choose my conversion pixel there. Now lead form. I’ve already got one in here. Home value request, but let me go ahead and show you guys how to do this. We’re going to click new form. Then I would title this. Lead, we’d call this, “Home value lead form. Get a quote.” You title it. Now intro is going to type up here what they’re going to get. “Tell us a bit about your property so we can best estimate” … “tell us a bit about your property for your home value.”

Now you can change the image here if you wanted to. “While seeing your home in person is the best way to create an estimate, we will send you a report with idea of what it might sell for.” Something like that. Now here you can create questions. I love this. Questions. The first thing I’m going to do is I’m going to put in I need their first and last name. I’m going to get rid of full name here because the way this imports with my CRM I want it to be first and last. Phone number. Street address. I don’t need their city or state because they’re in Las Vegas. I don’t need to know any of that other stuff there.

All right, next I can put add a custom question. We have multiple choice. We can allow them to schedule an appointment or we can make this conditional. Let’s do a … they can do yes/no, or it could be multiple choice. Let’s put conditional. No, sorry about that. We don’t want that. Let me take that back. Add custom question, multiple choice. We can type yes/no, so here we’ll put, “Do you own the property?” Yes/no. Then add another custom question. Multiple choice. “Are you thinking of selling?” Yes/no. Now you don’t want to put too many of these things because the more fields you have the lower your chances are that they’ll fill out your form.

Here, appointment scheduling, you can actually put, “Would you like to schedule an in home consultation with home value estimate?” Yes. This is confirmation. You know what? I’m not going to do this one on here because what I can’t see … Let’s look at it. “Thank you. We will contact you to confirm your appointment.” I guess they can type anything in there. It’s not a yes or no. This one I haven’t played with yet. Date and time available, Monday to Sunday, 7:00 to 9:00. Let’s just go ahead and go with this.

We have email, first name, last name. You know what I’m going to do? I’m going to move these around. Will they let me? Okay, hold on. I would rather put the address of the property on the top. It’s not going to let me do that. Let’s just go ahead and leave that alone. All right, and then we have privacy policy. What you want to do here is you want to have a privacy policy of some sort on your website. Here you would click privacy policy, link text, privacy policy. Now I have one.

By the way for privacy policy, you literally can just go here and Google free privacy policy. You’ll have a template there you can fill out. Just make sure you fill it out. This one right here works fine. Fill it out though correctly. If you sell their information, don’t say you don’t. If there’s cookies on the website, make sure you’re disclosing that, so make sure you do go through and read it and set it up correctly based on your own website.

In my case, I’m going to find my privacy policy here. There’s mine. Okay, see? Not real fancy, but it does the job. If you have to put in any sort of custom disclaimer for your office or maybe you want your real estate license number on there or something like that. Then we have thank you screen. Here you can put this whatever, “Thanks we are doing the math. Please allow one to two days for your home value estimate to be sent to you. Call any time. Call or text Lori Ballen Team anytime.”

Now you can put another call to action here. If you want you can allow … Let’s just say this was an offer. We were offering a checklist of nine secret strategies to sell your house faster, or nine different strategies to sell your house for more. 501 things to do in Las Vegas or best list of holiday lights in Las Vegas. Whatever. You’ve got a download, a PDF, a report. This is where you would now have an instant … a way for them to instantly download an item. Then what you’re doing to do is you’re going to put in a link to that media file. That PDF or whatever so they can grab it from right there. Then you don’t have to do anything. If you’re doing an instant home value like this, you’re probably either going to have to put them into your home value calculator or you’re going to have to do an estimate and send it to them. You’ll have to decide what’s the best strategy for you.

We’re going to put view website, and then here I could put something like, “Here’s what’s happening with the Las Vegas real estate market.” Almost. Let’s do this. “Las Vegas real estate market report.” Since we know they’re interested in their home value, they might be interested in checking out the home market report, right? Let me find that really quick. BallenVegas.com. Las Vegas real estate markets. There it is. There’s my market report and I’m going to paste that there.

Now if I want to track this, I can put some parameters on this so I can better track this so I can see those website links, so I might do something like this. I’m going to go over to my Google URL Builder. Because it may say Facebook has to refer, it may not. Things are so tricky like that, so I like to be in a little more control. Here I can paste it here. Website URL is real estate market report. The campaign source is Facebook. We’re doing cost per click. The campaign name is home values. Lead Ads and this one is my Las Vegas ad. Then I can just convert that to a short URL. Copy that URL. Go back over here and we’re going to paste that in there. Good. Now we’re going to save our form and we’re going to finish it.

Now you would think we’re done with the ad, but we’re not. We just created the form, right? So much. All right, so there’s our ad. See here. Do you own the property? Yes or no. Are you thinking of selling? Yes or no. Would you like to schedule a consultation, they can type something in here. All right. You know what I did not see is where we have the option to make any of those required or not required. Then we’re going to confirm.

All right, you know what? I forgot one step and I’m going to have to make a separate video on this. Oh here it is. It’s okay. It’s after the fact that’s showing us. Okay, you actually can get your form responses instantly by integrating your CRM with your Facebook through the Zapier application. I’ve already done mine, so I’m not going to do it again here. I might have to go into my other account, set up a new video, and show you how to do it, but all you have to do is click to set it up in your CRM and it’s going to open Zapier, which is kind of the if this, then that formulas. It’ll have you pair up the fields that are in your CRM with the fields in your form and the fields in Zapier so that it automatically can drop these leads for you into your CRM, so that’s definitely something that you’re going to want to do before you’re finished with all that.

Otherwise, you’re going to have your Lead Ads show up in your Facebook account, but I don’t find that to be the best notification. If I get a lead I want to know about it immediately. I prefer it to funnel in and then have all of my conversion campaigns and everything kick in. That is how you set up a Lead Ad so that you can get more leads through Lead Ads. Real estate leads or any leads depending on whatever industry that you happen to be in.