Now more than ever, Realtors® are using Facebook ads to regain the social reach they lost to algorithm changes and drive traffic to their landing pages. However, with increased competition, simply running random ads isn’t enough anymore. To increase their effectiveness, sophisticated agents are creating sales funnels to weed out the weak, useless leads and find the qualified buyers and sellers.
The Funnel Approach
A sales funnel, by definition, refers to the buying process companies lead customers through. To adapt this methodology for your Facebook ads strategy, you will need to create three different ads for your different audiences as you lead them down the sales funnel.
Note: you will need to include Facebook Pixel on all your ads’ landing pages to capture audience information/actions to make it all work.
Facebook Pixel is an analytics tool that helps you measure the effectiveness of your advertising by placing a pixel (HTML) code into the header of your website and/or landing pages. This code captures user information (like their demographics, interest, and behaviors from Facebook) and the actions they are taking on your website (like if they completed a lead form or what pages they have visited), which can then be used to target audiences when creating ads in Facebook Ads Manager. By using pixel, you will ensure that your promotions will only target audiences that have visited your ad’s landing pages and lead them down the sales funnel.
Down the Funnel
First Ad: The Visitor
You want to target your first ad to anyone who could possibly do business with you. In this part of the funnel, you want to be as general as possible and only narrow down the geological area of your ad’s target audience to the area you are farming, for example the city you work in.
In this first ad, offer audiences something of value for FREE, like a free market report, without any obligations or even having them fill out any lead information. That’s right, no lead generation form. Including Facebook Pixel on the landing page allows Facebook to automatically capture user information from those who clicked the link so you can retarget them for your next ad.
Second Ad: The Interested
Use the information from the Facebook Pixel you attached to the landing page of your first ad to target those who clicked the ad. Once again, you want to offer something of value; however, this time you want to ask audiences to fill out a lead form to obtain the offer. For example, instead of a market report, offer them a home evaluation which would require a home address and an email to send it to.
When creating this ad, narrow down your target audience to the type of client you want. For instance, you could choose to narrow your target audience to a specific zip code, certain age group, or by annual income. This will help you separate the interested and the qualified.
With Facebook Pixel in place, you can capture the information you need to move further down the funnel. Save those who clicked the link, but did not fill out the form, for a later date and try to recapture them with a separate campaign.
Third Ad: The Qualified Lead
This ad is going to be very different than the first two. You want to target those who landed on your page and filled out the lead generation form and simply ask them to book an appointment with you. These people have been engaging with your ads, possibly checking out your services and reviews, and are in the last stages of the funnel. Now it’s time to land your new client. You need to make sure the booking process is as easy and seamless as possible. Either have them call you directly or use an appointment scheduling service.
By taking the steps mentioned above, you can separate the qualified leads from your general audience with high hopes of landing your next client. If you still feel unsure of creating Facebook Ads to generate qualified leads, let the experts of Homes.com’s Social Fuel program help you out. Our team of social media experts will set up your social accounts, create and post content, and even manage your Facebook Ads for you.