The question remains: At what price would you be CRAZY not to sell?
Today’s training is PART II of Tom Ferry coaching member, Matt Curtis’, NAME YOUR PRICE campaign - and this time around, we’re talking about Facebook Lead Ads.
Home values continue to soar in real estate markets across US and abroad. In fact, in many cases, homeowners are literally earning more in equity month-by-month than the cost of their mortgage payment. In a way, it’s as if they’re being paid to own the house!
But the thing is, home-equity is like casino-chips; it’s all worthless until you cash-out.
Hence the question: at what price would you be CRAZY not to sell?!
MAKING THE AD CREATIVE:
Before jumping over to the Facebook Ads Manager to setup and run the campaign, you’ll need to design a simple graphic (like Matt’s) to use as the ad’s primary media asset. Consider using a tool like Canva or an alternative.
The way Matt’s image is configured is ideal. Like Matt’s, yours should include a pic of you with a text bubble superimposed that states the primary call-to-action (CTA): “NAME YOUR PRICE.”
Below the text bubble, Matt’s graphic lists out sample sale prices and then marks through them, indicating just how rapidly median home values have jumped up in his marketplace. Finally, a circle is drawn around the highest number, signifying current market conditions.
So the image-text reads like this:
CTA Text-Bubble: “NAME YOUR PRICE”
Price-Building Bullets: Not $###,###, Not $###,###, But $###,###
CREATING THE FACEBOOK AD:
Launch your Facebook Ads Manager open. Simply navigate to facbook.com/adsmanager OR navigate to the “Ads Manager” from within your Facebook Business Manager (or Business Suite).
Ensure you’re in the “Campaigns” tab and then tap the green “Create” button to start.
Select the “Lead Generation” option and press “Continue.”
NOTE: Due to recent privacy changes—e.g. iOS 14.5’s App Tracking Transparency Framework (ATTF)—Facebook’s Pixel has been severely impaired. Watch/listen to the Marketing Stream episode I recorded with Ylopo CMO, Juefeng Ge. Because of that, using a Lead Form (aka, “Instant Form”) versus directing traffic to an external website has a serious advantage. As long as users remain in the platform, Facebook has optics. However, if an opted-out iOS user clicks at CTA button in your ad and leaves Facebook, even if your site is properly Pixeled, Facebook will be in total darkness.Once the campaign-builder launches, specify “Housing” in the “Special Ads Category,” scroll to the bottom of the page, and press “Next.” After the screen loads, make sure you’ve agreed to “Facebook’s Lead Ad Terms.”
Scroll down to the “Audiences” box and input the geographic area you’d like your ad to target. Directly above the map widget, there’s a drop-down list. Tap it and choose “People Living in this Location.” That way, you’re truly targeting locals.
Scroll back up and take a peek at the “Budget” box. Tinker with it until you’re satisfied with the daily estimates displayed along the right-hand sidebar. I’d recommend a daily budget for “Lead Generation” campaigns.
**If your campaign is estimating zero leads a day no matter the adjustments you make, it doesn’t necessarily mean that’ll be the outcome. It just means, based on the historical performance of your past ads plus myriad other variables, Facebook is struggling to forecast the results. Just move on.**Scroll to the bottom of the page and press “Next” to enter into the “Ad Creative” stage of building-out the campaign. At the top of the newly loaded page, ensure your Facebook and Instagram accounts are linked-up. Find your way to the “Ad Creative” box. If Facebook auto-inserted an image (like your Page’s Cover Photo, for instance), just tab the blue text that reads, “Clear All.” Then, under the “Media” heading, tap the drop-down menu and choose, “Add Image.” Pull in the graphic you made earlier on.
In the “Primary Text” and “Heading” fields, add your copy and headline. Try using the “add another option” feature to give Facebook a few variations to trial.
Change the “Call-to-Action” button from “Sign-Up” to “Learn More.”
Scroll down to the “Instant Form” box and tap the button, “Create Form.” Refer the video for step-by-step instructions.
Publish your campaign!
NOTE: Be sure to ALSO watch #PantanaProTips episode, Agent's Guide to Generate SELLER LEADS (Using Facebook Lead-Form Ads), published back in April, 2021. It contains a super detailed tutorial for building Facebook Lead-Form Ads.
NAME YOUR PRICE, done-and-dusted. Friends, no doubt, we’re facing a substantial inventory crisis in housing markets here, there, and everywhere. However, I’d argue that there are just as many in-market sellers as ever; they’re just not in-the-market, if you catch my meaning. It’s up to you (and your marketing) to reach those individuals and outline an action plan to help them move forward (so you can list-up those properties).
PLEASE leave a comment to let me know what you think of this training. Also, make sure you turn on notifications when I publish new content so you don’t miss out on future episodes.
Happy listing & selling!