Did you know you can use Facebook ads to generate way more real estate leads? And better leads?
Maybe you’ve dabbled with running ads but didn’t get good results. Or maybe it seemed like it was just more trouble than it was worth.
But once you learn how to do it, Facebook ad campaigns are actually an easy and effective way to level up your lead-gen game.
I’ll show you how to bring in high-quality leads through Facebook ads—leads who are actually on the market and are serious about buying or selling a house right now.
The Power of Facebook Ads
Leads, leads, leads! As a real estate agent, there’s probably not a day that goes by when you’re not thinking about how to generate more leads.
Without leads, you’re not making money. And as you know, real estate is a super competitive space. You need a steady stream of potential clients coming in or it’s easy to get frustrated.
And the beauty of using Facebook ads is that you won’t have to mess with cold-calling, door-knocking, open houses and other traditional lead gen methods.
Are you ready to level up your real estate digital marketing game? These winning strategies will help you crush your lead gen goals, get more buyers and sellers, and bring in more real estate money than you ever thought possible.
You got this!
The 3 Top-producing Facebook Ads
Running Facebook ads can be complicated. If it was easy, everyone would be doing it. There is actually a bit of a learning curve to setting up your first ad campaigns. But once you figure it out—with some guidance and coaching—you’ll be well on your way.
Your main goal is to bring users from Facebook’s platform over to your email list. Once you have their information, you can start communicating directly with them, sending them marketing emails and other housing information.
There are lots of different types of Facebook ads you can run. So, what are the best ones for real estate agents?
Most real estate agents are running things like “just listed” ads or “just sold” campaigns. But if you want to be a top producer who actually converts, there are very specific kinds of Facebook ads you absolutely should be running.
These are my three top-producing Facebook ads, and they’ve also been used successfully with my students.
1) Buyer and Seller Seminars
Buyer and seller seminars are where you create a seminar with video content to offer to people who are interested in buying or selling homes.
Once you have your seminar in place, the great thing about Facebook ads is that you can actually target buyers and sellers in your specific area.
Here are a few things to keep in mind when creating buyer and seller seminars.
Identify Their Pain Points
Think about what people are interested in.
What are they looking for?
What are their pain points?
Buying or selling a home is a very emotional and psychological thing. Spend time really thinking about your target audience and what they’re passionate about when it comes to homes.
Buyers—For buyers, maybe it’s being frustrated about the houses on the market not having certain things for their family, or having to pay too much for a home that they don’t feel is worth it. Another thing of interest could be the schools in the area, or crime rates, etc.
Sellers—On the seller’s side, maybe their pain point is that they don’t want to sell their home and be stuck without a new home to get into. They don’t want to be homeless (obviously!), but they also don’t want to pay too much for their next house. Helping them find their sweet spot could be your ticket to making them feel comfortable selling.
Here is an example of one of my ads that is targeted to sellers:
Headline: 5 Must-Haves When Selling Your Home
Body copy: It takes more than some new paint and a for-sale sign in front of the house to get it sold…
These ads then direct people straight to a buyer or seller seminar landing page where they can sign up. The seminar then has a ton of video content giving them tips and tricks to level up their buying or selling game.
Focus on capturing their attention with an image that will make them want to stop scrolling and click.
In summary:
- Target buyers/sellers in your area
- Capture their attention with your image or body copy
- The call-to-action should send people to your seminar funnel
Now that we’ve seen how to create ads for buyers and sellers, next we’ll look at using exclusive pre-sales to drive traffic and get higher-quality leads.
2) Exclusive Pre-sales
Exclusive pre-sales are when there is new construction or new builds in their area. People want to know what’s coming before it hits the market. They are getting an inside scoop on homes that are not yet on the market—because they’re not built yet!
These pre-sales are a great way to build up the excitement and urgency around a new home. You can highlight the roll-out dates, how limited the inventory is, and other details. Each time a roll-out comes, the prices usually increase due to this limited supply. You can also showcase the incentives that are being offered.
Use words like this to build up the hype:
- “Exclusive”
- “Limited time only”
- “Pre-sale”
These ads are all about urgency and a feeling of an exclusive sale. Everyone likes getting cut in on a deal. The more exclusive it feels, the more people will respond.
Your call-to-action (or CTA for short) should then tell them to click the image to learn more. Similar to the previous funnel, you’ll bring them to a buyer seminar, seller seminar or a new home construction seminar.
Now that you’ve mastered buyer/seller seminars and exclusive pre-sales, it’s time to move on to custom lists.
3) Custom Lists
Custom lists are when you create a list that you’ve customized for certain areas or certain filters. Kind of self-explanatory and common sense, but you’d be surprised how few real estate agents put in the effort to create these custom lists.
For instance, you can create custom lists for:
- Homes in a certain area
- Homes that are under a certain price point
- Homes that are single stories
- Homes with open houses during a certain time period
- Homes with four-car garages
- Homes with pools
Let your imagination go wild! Think about your customers in your area. What do they want? What kinds of things are important to them?
When it comes to homes, sometimes it’s the little things that matter—like granite countertops, an inground pool or a sunroom. The things that we like are not the same as what your customer might be interested in.
Once you’ve created your first custom list, make it the headline of your ad so it announces what you’re focusing on. Make your headline the criteria they are searching for. Your CTA should then collect their information and send them the custom list.
Here’s an example of one of my “custom list” Facebook ads:
Headline: FREE Exclusive HOTLIST of Luxury Homes in Brentwood! Includes: ✅ Pictures ✅ Address ✅ Price
These three methods work! I’ve used them to bring in a ton of high-quality leads, and so have my students.
But these are just some of the ways you can increase the amount of leads you get without having to beg for business, cold call or door knock.
Don’t Be Afraid to Pay
One more thing about Facebook ads. You are going to have to pay to get people to see your ads. But the potential is awesome with Facebook ads.
With Facebook ads, it’s all about getting as much exposure as possible. For example, just one of my ads reached 2,828 people, with 97 people actually clicking on the ad. That’s 97 people I didn’t have to find other ways to reach.
The other cool part of this is that you can tweak your ads to see which ones perform better. Advertising is a constant process of learning and experimentation. The more you play around with it, the better results you’ll see.
It can also be a little complicated to use Facebook’s Ads Manager to set up these ad campaigns. For instance, one tip is to use the “Leads” objective so you’re focusing on showing ads to people who are most likely to turn into leads.
To learn how to set up a successful Facebook ad campaign, head over to my YouTube video where my team walks you through the steps.
Become Unstoppable with My 3-day Mastery Class!
I’ve spent the last 20 years working in real estate. Over my career, I’ve learned a lot of lessons—some the hard way. And now I’m unpacking everything I’ve learned and helping real estate agents like you to become a rock star real estate agent.
Ready to level up your real estate game? Head over to my website to learn how to become an unstoppable real estate agent and get the resources you need to succeed.
If you’re interested in learning all the best strategies to help you generate more real estate leads, check out my 3-day digital marketing mastery class.
This course is designed to empower you to dominate any real estate market—no matter the economic trends or market conditions. I’ll teach you my unstoppable real estate blueprint to help you outlast whatever the market throws at you.
Here are just a few things you’ll learn in my mastery class:
- A new approach to increase income through the levels of communication
- How to scale your business by becoming a real estate innovator in your community
- How to develop the right mindset and identity shift that will establish you as the go-to real estate authority in your market
- How to generate more leads while you sleep with proven marketing strategies leveraged by the world’s most successful brands
- How to develop a content engine strategy so you never again have to worry about inconsistent income
And don’t forget to check out my podcast, F.I.R.E.D. Up with Krista Mashore. You can find it on all the places you listen to podcasts.
I don’t want you to simply survive real estate market trends—I want you to thrive! Stand out from the competition and secure your future as a top 1% real estate agent by taking my 3-day digital marketing mastery class.
Sign up today to invest in yourself and your future! Save your seat before it’s too late.
