With certain verified reports of click through rates being down on ads, or older generations clicking more frequently than younger more mobile ones it could appear that agents may just be wasting their time.
Yet, with a Facebook network of over 800 million active people worldwide, wouldn't it only make sense that despite these negative statistics, there is still a ton of opportunity for real estate professionals to have a positive ROI on both time and money when ideas are executed properly? Our experience says so.
I stumbled across this article regarding Facebook real estate marketing by Inman News, which went into some fine details about how real estate agents and investors can effectively start to follow up with those “likes”, in order to build rapport, gain exposure, and future business. And truthfully, regardless of whether you attract “likes” or leads, the biggest variable to your success is in how you choose to follow up.
Now, I would like to point out that anytime marketers begin to place too much emphasis on any one strategy, they are destined for failure. This doesn't only refer to using actual platforms such as Facebook, YouTube, or Twitter, but also the methods they implement in order to generate those leads.
So instead of choosing to utilize a “one size fits all” plan for your Facebook real estate marketing, take time to test various strategies in order to find processes that produce the greatest results.
4 Powerful Techniques to Produce More “Likes” & Leads
The disappearing “like” gate: Here's our first example of a tactic you can use to draw in more “likes” for your page. One template will display about 40 or so video tutorials that quickly fade away from view. If the user wants to access more of the content, they need to first “like” it.
Send traffic directly to a squeeze page: This is pretty clear cut. Very simply, direct all leads that are produced from your Facebook real estate marketing ads straight to one of your landing pages that you host. Find the copy and makeup that works best for you to ensure higher conversion rates.
Property search: We have mainly tested this in the foreclosure niche, and it has worked incredibly well. When a visitor lands on your Facebook page, they will be instructed to “like” your content in order to see the most recent foreclosure results.
Facebook hosted squeeze: Another idea you can try is known as the Facebook squeeze. In other words, offer a high quality report, training tutorials, discounted future services (such as a free inspection, deduction on closing costs, and so on), etc. on your landing tab with an integrated opt in form.
Of course, this is not an exhaustive list, but it gives you some ideas that you can start to use for your Facebook real estate marketing. Each niche and local market will be a little different, so be sure to continually test and tweak.
As you can see from the above examples, there are various ways to produce either “likes” or leads with Facebook. However, in order to ensure that you convert these into future business opportunities, follow up is the most important ingredient.