In this episode I talk about what I am doing to generate seller leads using facebook ads. We know that we are really in the Lead Generation business and I am focused on going deep into detail on each type of lead generation marketing that I am doing. I use the analogy of planting fruit trees rather than scattering seeds.
- Its an opportunity to market my brand
- It can create multiple transactions from 1 listing.
- It can generate multiple buyer leads.
You need a way for a seller to input their address and get an instant home valuation. There are several companies that offer this service but I have listed 3 of them below. 2 of them I have tried myself and I am currently using Kunversion.
4 Parts Needed to Get Started
Generate an Ad – use the FB ad manager to create an ad or boost a post. You will want to test different types of ads to see what is most effective. You can use a picture of a typical home in the area or one of your listings. I have had great success in using a screen shot of a map of the targeted city with a bunch of pin drops that represent listed homes for sale. Make sure the ad links to the landing page that you want to use on your Home Valuation Site.
Home Valuation Site – I have used Client Creator and am now using Kunversion. If you have limited funds and have your own web hosting, you can also do a basic contact form on your own personal site and do a CMA by hand with each person.
Facebook Page – We talked about how to create this in Episode 12 and I also created some tutorials on how to do this. You can even go ninja and create a page called “Living in Miami” or “Jackson County Living” or whatever and post your ads through that page. I have tried both ways but I am currently running ads through my Business Team Page so that people get used to seeing my name and logo.
Follow Up System– You need a way to follow up with each person that has received a home valuation. Kunversion has a built in drip campaign that sends pre-written follow up emails and texts. You can also offer them a more customized CMA using www.narrpr.com (free to Realtors®). For incomplete info you can use Inquisio to try and get their contact information and follow up by phone.
The most important part about this type of lead generation is the follow up. If you are just providing people with a free home valuation then you are wasting your money. You need to follow up and ask if they are thinking about selling. You can nurture them with items of value in a drip campaign but ultimately you need to ask if they are thinking about putting their home on the market.
Some of the things I am trying:
- Provide a more accurate, customized CMA
- Tell them I have a list of buyers looking in the area and i am trying to find unlisted homes for them
- Provide them with important updates on market conditions and other items that show you are the local real estate expert.
I am struggling with the phone follow up. It’s unnatural for me but the more I do it, the better I get at it. I am testing different approaches (scripts) to see what resonates with people. Most people have been “just curious”. I adjusted my marketing to say “Sellers Wanted” and other things like that in order to attract leads that are more than curious.
In 2 months of running ads and spending $10 per day I have generated 145 Seller leads. I have also generated around 7-800 valuation attempts. (address only). I am spending about $0.59 per click. I blew a lot of money early by running ads that were too vague and targeted an audience that was too broad. I will dig deeper into ad creation and audience targeting in a future episode. I also wasted about 3 weeks worth of leads by not having any follow up system in place. I took a Ready, Fire, Aim approach because I knew that spending money would force me to get the system figured out instead of procrastinating.
I would encourage you to LIKE THE FACEBOOK PAGE so that we can connect and you can see more of the stuff I am doing to drive my business forward. Thanks!