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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
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.
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.
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
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.
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.
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.
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.
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.
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.
Video Part 2
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
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.
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!!