Have you ever wondered, “How do I get more real estate leads from Facebook?”
Who hasn’t?
After all, with over 2.9 billion monthly users, Facebook offers an enormous potential customer base for savvy realtors.
Just imagine being able tap into even a fraction of that vast audience and convert users into leads for your business. “Exciting” would be an understatement.
Well I’ve got great news for you.
Facebook provides flexible formats and the largest reach to dramatically increase your leads.
And by truly understanding and optimizing the platform, you can unlock its full potential to substantially grow your real estate business.
But where do you start?
How exactly do you go about tapping into Facebook’s “vein of leads,” as I like to call it?
I’m so glad you asked! Strap yourself in, because I’m going to walk you through a strategic blueprint for generating a steady stream of real estate leads on Facebook.
Chapter 1: An Introduction to Facebook Lead Gen
Facebook lead generation involves leveraging both paid and organic tactics to generate interest in your real estate business and convert site visitors into valuable leads.
On the paid side, you can create targeted ads on Facebook and Instagram to reach motivated home buyers and sellers. Useful formats include video ads, carousel ads, and especially Facebook lead ads, which allow prospects to enter their contact info right in the ad!
Your goal with paid efforts is to immediately capture the attention and interest of prospective clients and persuade them to take action by registering their information.To optimize your ad campaigns, you can employ tools like Facebook pixel, lookalike audiences built from your website traffic or existing lead lists. This enables super tailored targeting to drive conversions.
Pretty neat, huh?
Now on the organic side, I recommend focusing on building an authoritative Facebook Business Page and nurturing your followers by consistently posting valuable content.
Your emphasis here is more on establishing trust and expertise with your audience over the long-term.You want to provide relevant info that helps prospects solve problems and achieve their real estate goals. Toward that end, make sure to:
Share local market updates, tips for home buyers, neighborhood guides, listing spotlights, client success stories, and your real estate expertise.
Go live, use Stories, and leverage Events to forge personal connections at scale.
Offer free lead magnets like ebooks, checklists, or webinars in exchange for lead contact info.
Engage in relevant Facebook Groups to build your reputation.
The key is continually testing content variations, messaging, and creative to find what best resonates with each audience.
With a data-driven, multi-channel approach aimed at capturing contact info and nurturing leads, Facebook provides outstanding potential to dramatically expand your reach, boost conversions, increase sales, and grow your real estate business over time.
Chapter 2: Unlocking Facebook’s Goldmine of Real Estate Leads
Source: Forbes
So you’re sold on leveraging Facebook to generate more real estate leads. Smart move! Now here comes the fun part - actually finding and capturing those leads.
Broadening Your Horizon
With billions of monthly users, Facebook offers you access to a melting pot of varied prospects - differing demographics, locations, interests, behaviors - you name it!
And here’s the best part: Facebook’s advertising tools allow you to micro-target just the segments most likely to convert into customers. I’m talking drilling down into criteria like age, gender, location, interests, past purchase behaviors, income level, life events, and more.
You can literally connect with the most promising individuals for your business and services. Now that’s what I call effective lead generation!
Let’s crunch some numbers...
Facebook recently surpassed Google in global digital ad revenue, now controlling a whopping 29.4% market share
There are 1.47 billion daily Facebook users on average
The average cost-per-click for a Facebook real estate ad is just $1.81 - remarkably lower than most other advertising platforms
So not only does Facebook offer the largest reach by far, you also get substantial ROI for your advertising dollar. Huge win-win!
And here’s a reality check: missing out on Facebook pretty much equates to surrendering brand relevance and authority in your target audience’s eyes.
You leave a gaping hole for your competitors to swoop in and steal market share. So being active and strategic on Facebook is frankly non-negotiable in today’s real estate landscape.
Tweaking Your Conversion Funnel
Loaded with diverse features and formats, Facebook enables you squeeze more value from high-quality site visitors. For example:
Retarget high-intent website visitors who previously showed interest in your listings using Facebook Catalog Ads
Capture lead contact info directly in ads via Lead Forms - no need for prospects to even leave Facebook!
Prompt site visitors to call your directly using Call Ads or request a personal message via Click-to-Messenger Ads
See what I mean about optimization capabilities? 😊
And the flexibility doesn’t stop there! You can fully customize your lead gen campaigns to align with your specific business goals.
Strategically target better leads, integrate with your CRM, automate follow-up, and continually analyze performance - it’s all readily possible within Facebook’s marketing platform.
While Facebook lead conversion takes concerted time and effort, maintaining a consistently full pipeline protects you from fluctuations in demand.
Attracting High-Quality Leads
Facebook lead generation prioritizes quality over quantity - it’s centered on truly understanding your audience and catering to their unique needs and behaviors through personalized, relevant messaging and offers.
And quick response times are key, with 78% of prospects engaging with the first responder.
That’s why integrating your campaigns with a CRM system for automated lead follow-up can give you a leg up on the competition.
Tapping into Facebook’s advertising goldmine takes strategy, persistence, optimization, and integration with your internal systems.
Do it right and you’ll be raking in highly qualified prospects in no time!
Now let’s get even more tactical...
Chapter 3: Facebook: A Lead Generation Platform for Realtors
Alright, now that you’ve got the lay of the land, let’s dig into the nitty gritty of Facebook’s game-changing lead generation arsenal for real estate agents.
These tools form the cornerstone of tapping into Facebook’s “vein of leads” and growth-hacking your real estate business:
Facebook Business Page - This is your online storefront where potential customers can learn about your services, engage with your brand, and access value-adding content. Use your page to publish targeted ads as well.
Facebook Ads Manager - Your mission control cockpit! Here you’ll strategically chart your ad campaigns, pinpoint target audiences, select creative ad formats, set budgets and schedules, then track performance.
Facebook Pixel - This ingenious snippet of code placed on your website and landing pages enables you to monitor ad campaign impact. The Pixel helps gauge conversions, optimize ads, retarget high-intent site visitors, and build custom audiences.
Facebook Real Estate Ads - These automated ads created specifically for real estate showcase relevant listings to users who’ve expressed interest, whether on or off Facebook. Drive traffic, generate leads via lead forms, or simply increase awareness.
Now let’s do a deeper dive on the gold standard for lead generation:
Facebook Lead Ads - A Realtor’s Best Friend
Imagine casually scrolling through your Facebook feed and an ad catches your eye. You click and instead of going to another website, a contact form pops up right in the app!
Your name, email, and phone number are even pre-populated from your profile to make it effortless to submit your info to the business.
In a nutshell, that’s the magic of Facebook lead ads! No need for prospects to leave Facebook or hassle with manually inputting information.
You can also customize lead ad forms with added questions tailored to your niche, location, listings, etc. to help qualify leads.And get this: Facebook found lead ad formats can reduce cost per lead by up to 56%! Now that’s a massive competitive advantage!
Here’s Why Facebook is a Real Estate Lead Generation Game-Changer:
Cost-effective: Exceptional ROI and results compared to other platforms. Start small and scale ad spend to your goals.
Flexible: Numerous ad types and placements, extensive targeting options, and easy testing to see what works.
Targeted Reach: Micro-target your perfect prospect base on attributes like location, age, behaviors, income level, and intent.
Measurable: Track performance in real-time - impressions, reach, clicks, conversions, etc. Continually optimize for better results.
Interactive: Comments, likes, shares, polls, and messaging allow you to engage users and build an audience around your brand.
Clearly Facebook opens up a whole new world of highly qualified lead generation potential!
Just remember - don’t stop at the lead form! Make sure to continually nurture prospects by providing value and building trust, cementing yourself as a household name in your market.
Put these tools to work for you and you’ll be raking in more leads than you know what to do with in no time!
Chapter 4: Ylopo: Your Secret Weapon for Remarketing on Facebook
Nowadays, an impressive 93% of home buyers play online detective, scouring websites for clues before committing to a purchase.So if you want prospects to view you as their trusted real estate guide, you need a standout web presence and crafty marketing approach to stay one step ahead.
But rather than wasting effort casting a wide net, there’s a better way...
Introducing Ylopo - your secret weapon for targeted Facebook remarketing! 😉
We utilize two ingenious tools to pinpoint just the right audience and drive conversions:
Dynamic Product Ads (DPAs) showcase your most relevant listings to users who’ve previously expressed interest.
Facebook Pixel tracks how people engage with your website so you can optimize and retarget high-intent visitors.
How Ylopo Uses Dynamic Product Ads and Pixel
First, we upload your property listings into Facebook and provide buyer demographic metadata for each.
Leveraging its personalization algorithm, Facebook then displays your listings with the highest predicted engagement to each viewer.
For example, if targeting veterans, we’d showcase homes eligible for $0 down payment VA loans.
When a prospect clicks your DPA ad, a lead form pops up collecting their info right within Facebook.
Their details are logged as a new lead, then they’re directed to your IDX search site to explore more listings.
The benefit? Dramatically higher lead quality at a lower cost per click than Google PPC.
Meanwhile, the Pixel monitors prospect engagement across your website, tracking clicks, page views, and more.
These behavioral insights allow us to continually optimize targeting and ads to boost conversions.
Why Ylopo Does Facebook Lead Gen Right
Now imagine your prospect scrolling through their Facebook feed, clicking on your ad to see a specific home.
We guide them directly to your IDX search site, where they engage with our tailored registration form.
And voila! With the Facebook pixel we’ve planted on your search site, Facebook knows exactly which listings to show to which people.
Our data shows that 20% of leads are high-interest prospects - that's more than 2.5X compared to traditional Lead Ads! And guess what? An impressive 5% are sellers ready to buy within 6 months or less, all at the same or possibly lower cost per lead.
And that’s not all! With our new Direct Connect technology delves deeper, asking up to 20+ home search and consumer demographic questions.
It’s a bit like playing 20 questions, but the payoff is better! It also makes sure that your Facebook leads are categorized for effortless management within your CRM.
And after that? Leads who aren’t ready to buy or sell are shuffled through our remarketing system so you’re at the top of their list when it’s time.
How about a real-life example to drive the point home? Chey Carter from the Robert Slack Team swears by Ylopo's dynamic remarketing strategy.
We had to stop the remarking (temporarily) because we couldn’t keep up and needed to hire more agents because the engagement was so incredibly high.
>>Read his full story here: Real Estate Remarketing by Ylopo
Don't Miss Out on Your True Lead Generation PotentialOn Facebook
Facebook is a mother lode of opportunities, just waiting for you to capitalize on them. And like oil, it has the power to accelerate your business towards your strategic targets.
You may be asking yourself, "How do I expertly navigate this treasure trove of prospective leads?"
Ylopo is the answer, and we’re your partners in extracting more leads, meticulously cultivating them, and ultimately converting them into your devoted customers.
We're well-versed in the art of decoding the complexities of Facebook marketing, and we've just the right tools to assist you in this voyage.
If you've yet to embark on this journey, the time is NOW. If you're already dipping your toes into this space, it's time to fine-tune your compass. Don't let this chance slip through your fingers - book a demo today and broaden your business horizons with Facebook lead generation.
About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me