Generating High-Quality (Real Estate) Leads on Facebook: The Art of Lead Forms and Niche-PDF Offers

It’s time to circle back to Facebook ads (i.e, Meta ads). Here lately, “niche” Facebook ads have been paying-out in terms of generating high-quality leads, attracting both buyers and sellers.

Before I delve into the details, though, it's important to note that the introduction of Apple's "App Tracking Transparency Framework" has somewhat changed the game. Now, users are required to opt-in to allow apps to track their data across apps and websites.

Following the implementation of said new framework, in-app campaign objectives and conversion events have emerged as top performers. This is because they don't rely on tracking data outside of the platform. In other words, these objectives and events are not impacted by the changes in data tracking policies, making them a more reliable choice for businesses looking to generate leads and conversions across Meta platforms.

So, for instance, “lead forms” are a go-to method for capturing users’ contact info without sending them off platform… and offering PDFs, such as guides or lists, is an effective incentive to entice prospective leads to submit their information.

Navigating PDF Creation: In-House or Outsourced?

If you're looking to generate leads and capture contact information, offering PDFs such as guides, checklists, and whitepapers can be an effective strategy. Here are some options available for creating high-quality PDFs to help you entice potential leads.

  • Create it yourself: If you have the necessary skills and software, you can create a PDF on your own. There are loads of free and paid tools available online that can help you create professional-looking PDFs, such as Canva, Google Docs, and Adobe Acrobat.

  • Hire a freelancer: There are lots of freelancer market sites whereby you can hire a pro to produce a PDF, such as Upwork, Fiverr, and Freelancer. Look for freelancers who have experience in designing and creating PDFs, and make sure to check their portfolio and reviews before hiring them.

  • Use a design agency: If you have a larger budget, you can hire a design agency to create your PDF. They will work with you to understand your business goals and create a customized PDF that meets your needs. Look for agencies that specialize in designing marketing materials, like brochures, flyers, and PDFs.

PDFs That Will Help You Capture More Leads

PDFs are a solid marketing offer to generate leads. Here are 11 different PDF concepts to consider building-out.

  1. Coordinating your move: Tips for buying and selling simultaneously

  2. Renting out your home and buying a new one: How to buy without selling

  3. Understanding new construction: From subdivisions to custom builds

  4. Affordability in real estate: How to buy on a budget

  5. Selling your home: A comprehensive guide to do it yourself

  6. Home improvement ideas that increase your property value

  7. Preparing your home for sale: A complete guide

  8. Downsizing: Tips and considerations for a stress-free move

  9. Homebuyer's checklist: What to look for when buying a home

  10. Home-selling made easy: Preparing your home for a successful sale

  11. First-time owner: How to transition from renting to buying your first home

Steps to Run “Lead-Form” Meta Ads

If you’re ready to create a Meta lead-form ad that uses a PDF download to generate leads, simply follow these steps and start attracting potential customers straightaway.

  1. Log in to your Meta Ads Manager account and click on the "Create" button to start a new campaign.

  2. Choose the ad objective that aligns with your campaign goals. In this case, you’ll wanna choose "Lead Generation" since you'll be giving away a PDF in exchange for contact information.

  3. Specify your target audience, set your budget and schedule, and your Placements (i.e., the places your ad will/won’t show)

  4. Scroll down to the "Ad Setup" section and choose "Lead Form" as your ad format.

  5. Click on "Create New Form" to start building your lead form. Choose a form type and customize the form fields based on the information you want to collect from your leads.

  6. Add a custom disclaimer and privacy policy if necessary, and include an enticing headline and description that highlights the benefits of the PDF you're giving away.

  7. In the "Thank You Screen" section, choose "Download" as your CTA and upload the PDF you want to give away. You can also customize the thank-you message and include a link to your website or other resources.

  8. Review your ad preview and make any necessary changes before submitting your ad for review.

  9. Once your ad is approved, it will start running on Meta and you'll start receiving leads from users who fill out your lead form and download your PDF.