How Facebook Lead Ads Can Generate More Property Leads

 

Anyone in real estate will tell you lead generation is make or break.

Without a steady stream of prospects, your business dries up.

But getting quality leads these days? Sheesh, talk about an uphill battle!

The competition is fierce, and clients are more discerning than ever before. That's why you need every possible weapon in your marketing arsenal.

Enter Facebook Lead Ads - a powerful yet cost-effective social media solution that can transform your lead gen efforts.

Top Takeaway:

Facebook lead ads can be a powerful tool for generating leads in the real estate industry. Targeting specific demographics and interests helps you reach potential clients effectively. Utilizing compelling visuals and clear calls-to-action can maximize success.
 

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Chapter 1: What Makes Facebook Lead Ads So Valuable?

Facebook Lead Ads pack a triple punch that makes them a game-changer:

  1. They provide an incredibly smooth user experience. Rather than clicking through to a separate landing page, prospects can easily submit their details right on Facebook or Instagram with just a few taps. Auto-population eliminates tedious form-filling, reducing friction and abandoned leads.

  2. You can laser-target your ideal prospects. With granular demographic, interest, and behavior-based targeting options, you can pinpoint the exact segments most likely to need your services. No more hoping to catch a few qualified leads in a big blind net.

  3. Your advertising dollars stretch further. Lead quality on Facebook is top-notch, yet cost per lead runs far lower than search advertising. This makes Lead Ads budget-friendly for growing your database, especially for new agents.

But perhaps the biggest advantage? Lead data flows straight into your CRM, allowing lightning-fast follow-up when leads are hot.

Diving Deeper into the Benefits

Let's take a closer look at why Facebook Lead Ads deserve a prominent place in your marketing mix:

 

Seamless User Experience

These ads provide an interactive, personalized journey tailored to each prospect's interests and needs.

With key details like name, email, and phone pre-filled, users can convert with just a couple quick taps.

This smooth experience drastically reduces abandoned leads compared to sending people to a separate landing page.

 

Massive Reach & Precise Targeting

Facebook and Instagram's immense user base of nearly 3 billion people gives you the opportunity to get in front of a vast audience.

But the real power lies in ultra-granular targeting capabilities based on demographics, location, interests, behaviors, and more.

You can surgically identify and connect with those most primed for your services.

 

Cost Effectiveness

According to Salesforce, Facebook Lead Ads can slash cost per lead by up to 50% while boosting lead quality by 33% compared to other channels.

From my own experience, as well as many others who have tried Ylopo, the low barrier to entry makes Lead Ads one of the most budget-friendly online lead generation solutions out there - perfect for newer agents looking to rapidly build their database.

 

Seamless Integration

Lead data captured through Facebook's instant forms flows directly into whatever CRM, marketing automation, or other business tools you already use.

This allows you to immediately receive notifications about new leads and have all their information centralized to streamline follow-up activities.

Of course, Facebook Lead Ads aren't a magic solution that eliminates all lead generation hurdles.

They require strategic implementation, ongoing optimization, and an effective nurturing process to fully capitalize on their potential.

But when leveraged skillfully within a comprehensive online marketing strategy, they can be tremendously fruitful for driving predictable growth for your real estate business.

Coming up, I'll share a step-by-step guide for creating high-converting Facebook Lead Ad campaigns from the ground up.

But first, let's take a look at how these powerful ads compare to the reigning king of online advertising - Google Search.

 

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Chapter 2: How Facebook Lead Ads Stack Up Against Google Ads

Let's be real - when it comes to capturing leads with high purchase intent, Google reigns supreme.

Someone actively searching for "homes for sale in [your city]" is a much hotter prospect than a passive Facebook browser.

However, that doesn't mean you should dismiss the value Facebook Lead Ads can provide as a complementary piece to your overall digital advertising strategy.

These ads offer some distinct advantages over Google:

More Cost-Effective

While competitive for prime real estate terms, Facebook's cost per lead generally runs far lower than Google's search advertising.

This allows your marketing dollars to go further, especially helpful for building a database if you're a newer agent on a tight budget.

Superior for Remarketing

Most people searching on Google have relatively immediate needs and are looking for instant solutions. 

In contrast, the vast majority of Facebook users are in more topical "awareness" stages.

This makes Lead Ads ideal for capturing contact details from prospects who may not be ready to transact right now, allowing you to remarket to them over time as their needs evolve.

Pinpoint Niche Targeting

Facebook's extensive interest, behavior, and demographic targeting capabilities let you zero in on specific niche segments like second home buyers, real estate investors, new parents about to outgrow their starter home, etc.

This granular precision is challenging to achieve solely through search advertising.

The point is that Google Ads should absolutely be a core pillar of your real estate marketing plan for capturing high-intent buyers and sellers.

But complementing those efforts with strategic Facebook Lead Ads can help you build a more comprehensive, cost-effective lead pipeline filled with prospects across all stages of the buying/selling cycle.

Now that we've covered the "why" behind Facebook Lead Ads, let's dive into the tactical "how" for creating campaigns that reliably generate a steady flow of quality real estate leads. 

 

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Chapter 3: Creating High-Converting Facebook Lead Ad Campaigns

Crafting an effective Facebook Lead Ad campaign from scratch requires carefully aligning several key ingredients.

Here's my step-by-step recipe for success:

1. Define Clear Campaign Goals

Before building out your ads, take a step back and clarify your objectives.

  • Are you looking to generate listings from prospective home sellers?

  • Find motivated buyers for a new property?

  • Build an email list of future investors?

Explicitly defining your target audience and their point in the real estate journey upfront will shape every other aspect of your campaign. Don't skip this critical first step!

2. Precisely Target Your Ideal Prospects

One of the biggest strengths of Facebook advertising is the ability to home in on exactly who you want to reach based on specific demographics, locations, interests, behaviors and more.

For real estate, some potentially lucrative segments to explore could include:

  1. Newly married couples or parents (first-time/upgrader buyers)

  2. Recent movers to your area

  3. Investors or second home buyers

  4. Fans of HGTV, home decorating, or related interests

  5. Those showcasing relevant online behaviors like researching mortgages

The more surgical your targeting, the higher your conversion rates and return on ad spend will be. Take full advantage of Facebook's extensive data riches.

3. Craft Thumb-Stopping Visuals & Messaging

In the crowded Facebook/Instagram feeds, you have milliseconds to capture someone's attention and pique their interest before they continue scrolling. Your ad creative needs to cut through the clutter with:

  • Visually-arresting images/videos that illustrate the benefit you're offering

  • Punchy, curiosity-inducing headlines that speak to your audience's core desires

  • Clear, compelling calls-to-action that incentivize converting on your lead form

Don't be afraid to test different hooks and angles to see what resonates best with your specific audience. Video creative also tends to meaningfully outperform static images.

4. Optimize Your Instant Lead Form

The pre-populated instant form on Facebook Lead Ads is arguably the most powerful piece, as it removes so much friction from the conversion process. When building yours:

  1. Only include fields you absolutely need to effectively follow up with those leads. The shorter the form, the higher the completion rates.

  2. Customize the form title, descriptions and call-to-action to align with the ad creative and offer.

  3. If applicable, add a contextual disclaimer to set accurate expectations around your promotion or giveaway upfront.

5. Launch & Closely Monitor

To start, set a smaller daily ad budget (around $5-10 per day) so you can closely monitor performance before scaling investment. Leverage Facebook's dayparting to show your ads during peak engagement windows.

Once your campaign has been running for a few days, keep an eagle eye on:

  • CPL (Cost Per Lead): This is your paid leads efficiency metric

  • Conversion Rate: What percentage of ad viewers are actually completing your form?

  • Lead Quality: Do form submissions seem legitimate or are they junk?

As you gather data on what's working and what's not, you can begin iterating...

6. Test, Tweak & Refine

The real magic happens when you diligently test different audience targeting combinations, ad creative variations, offers/incentives, and other elements to see what moves the needle for your brand.

For example, you may find that surprisingly specific interest or behavior-based audiences convert 5-10x better for your particular offer than broader demographic targets.

Or that video ads outperform imagery by a considerable margin.

By consistently analyzing performance and making data-driven refinements, you can zero in on a finely-tuned campaign that produces a reliable influx of high-quality real estate leads at an efficient cost.

But of course, capturing those precious leads is only half the battle.

What you do in the all-important follow-up phase will make or break whether they actually convert into closed business for you.

Chapter 4: Turning Facebook Leads into Closed Deals

Even the juiciest real estate lead will quickly go stale if you don't strike while the iron is hot with a strategic follow-up plan.

Here are some mission-critical best practices:

Follow Up Fast

Speed to lead is absolutely vital.

Some research shows that your odds of making contact increase by over 900% if you follow up within 5 minutes of someone completing your lead form.

Take full advantage of Facebook's instant notification capabilities - set up alerts so you're aware of new leads the second they come in.

Then make it a top priority to rapidly respond, whether that's through an immediate phone call, text message, or carefully crafted email follow-up.

Don't let those hot leads grow cold by waiting until the next business day or office hours.

In real estate, the blazing fast responder often wins.

Personalize Your Messaging

As tempting as it may be to blast all your leads with the same generic email, that's a surefire way to kill response rates.

The key is making prospects feel like valued individuals, not just numbers in your database.

Customize your initial follow-up messaging to align with the specific offer, ad, and details the lead provided in their form submission.

Reference their stated goals, timeline, and any other relevant context to demonstrate you were listening.

You're not just another realtor randomly pitching them - you're speaking directly to their unique situation and needs.

Provide Genuine Value

While timely follow-up will get your foot in the door, you need to quickly establish your credibility as a trusted real estate advisor - not just another salesperson looking to make a quick commission.

Come prepared with truly valuable information resources like:

  • Localized, up-to-date market reports detailing recent home prices and sales data

  • Educational videos breaking down the home buying/selling process step-by-step

  • Comprehensive guides on building a winning strategy for their specific situation

When you freely provide this type of informative, no-strings-attached material upfront, you prove your expertise and keep yourself top of mind as prospects progress through their journey.

Persist, But Don't Be a Pest

The reality is that most leads don't convert on the first follow-up touch.

It often takes a consistent cadence of communication over time to stay on their radar and be top of mind when they're finally ready to pull the trigger.

The right combination of phone calls, emails, text messages and even direct mail can work wonders for nurturing your database.

But balance that persistence with giving your prospects breathing room - you want to be a trusted advisor in the loop, not a nuisance they start tuning out.

With a smart, systematic process for rapidly responding to new Facebook leads, then warming them up through personalized, value-driven outreach, you position yourself to convert maximum opportunities from your ad spend.

But what if you don't have time to manually juggle all these steps seamlessly as your business grows?

That's where cutting edge tools designed specifically for real estate can be a massive force multiplier...

 

Automated Outreach:

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Chapter 5: Supercharging Lead Ads ROI with Ylopo

 

Consistently implementing all of the lead generation and follow-up best practices I've outlined manually is an incredibly tall task - even for the most seasoned real estate pros.

That's where tools like Ylopo's suite of AI-powered solutions can be absolute game-changers.

Ylopo is laser-focused on helping agents maximize returns from their Facebook advertising spend through proprietary technologies like:

Dynamic Leads Registration

This optimized registration process boosts both lead quality and intent signals right out of the gate.

On average, Ylopo's Dynamic Leads Registration drives 20% of leads representing genuine prospects intending to buy or sell a property within the next 6 months - at the same or lower cost-per-lead as standard Facebook campaigns.

Automated Lead Nurturing

With products like Ylopo AI Voice, Ylopo takes the guesswork and tedium out of systematically following up and nurturing your lead database over time.

This AI assistant dynamically customizes outreach cadences based on each lead's unique behaviors, profiles and stage of their journey.

It's like having a virtual sales rep working tirelessly 24/7 to warm up your prospects through personalized content tailored to move them further down the funnel.

No more letting hard-earned leads slip through the cracks!

Draw Out the True Potential of Facebook Lead Ads With Ylopo

Lead Ads aren't a miraculous solution to all lead generation challenges, but they hold a competitive edge when it comes to cost and reach.

When used effectively, they can help reach a broader spectrum of prospects across Facebook, Instagram, Messenger, and Audience Network, streamlining your lead generation process and boosting conversion rates.

Eager to witness your real estate business reaching new heights with Facebook Lead Ads?

We know how to make it happen.

Schedule a demo with us today and let us show you the true power of Facebook lead generation today!

 

About the Author

Aaron “Kiwi” Franklin

Head of Growth