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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.
Here’s how to place a Facebook Lead Ad
- Choose our marketing objective.
- Choose lead generation.
- Title the Campaign.
- Name the Ad Set.
- Choose the Facebook page associated with your ad
- Choose a custom audience or create a new one: Location, Age, Demographics
- Edit Placements
- Select Lifetime Budget, 30 days
- Choose your Schedule
- Choose Media (Images, Slideshow, Video, Carousel)
- Choose the Appropriate Button
- Select new image or ad image for the form
- Choose your custom questions for the form
- Include Appointment Scheduling if you like
- Include a link to your item of value if it’s an instant offer
- Include a Call to Action to Visit Website
- Integrate CRM through Zapier so your leads will funnel into your database
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.
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.