How We Generated 297 Realtor Leads Using Facebook Messenger Ads.
Realtors have a tough job when it comes to marketing themselves. In most industries, you have more control to separate yourself from your competitors.
For realtors though, it’s a relationship game. Homeowners can look up on Zillow or Trulia and find anything they want. They have more information than ever, which makes it even more difficult to stand out as a realtor.
We learned through our client discovery that we need to be in front of prospective buyers early. Most realtors follow up for 6 months before taking a client out of their.
We’ve outlined our process below on how we set up our lead engine for our client, and dive into the results we were able to produce.
As with all our engagements, we broke down our process into three main questions:
- How are we going to get the right people to see our clients ads?
- What can we offer our audience to get them to raise their hand (and give us an email, name, and phone number)?
- How will we engage these new leads to and schedule appointments?
Through our competitive research, we found that SEO was going to be out of the question. All the major brands like Realtor.com, Trulia, and Zillow owned the front page rankings.
With that in mind, we decided to move forward with a Facebook Ads campaign. We wanted to reach first-time home buyers and focused our targeting buyers looking for homes under $500k.
Converting Traffic to Leads
Here’s an example of one our Ads that we ran through an A/B test that performed the best. It’s simple, and wasn’t our personal favorite but ended up converting 20% higher than our other ad variations.
When someone clicked on our ad a Facebook message appeared giving them a link to view homes under $500k. The link was a custom URL that led to a filtered MLS page showing homes that matched their criteria.
If we stopped here, it would be up to the realtor to create their own follow-up process to keep on top of all their leads.
For this client, he wanted us to screen the initial leads, so we integrated Facebook Ads with ManyChat.
ManyChat allows us to set up automated follow-up sequences (shown below) that asked our leads questions to help qualify them.
Once our leads ran through our messenger funnel, we classified them into groups:
A) Leads who are ready to buy.
B) Leads who are not ready to buy that we’ll add to our long-term nurture campaign.
C) Non-Leads / Tire Kickers or whatever you want to call them. They either clicked the ad by mistake, or have no interest in buying.
Those in groups A & C are pretty easy to deal with. The client contacts A’s right away with a phone call, and we remove the C’s from our list.
The majority of all our leads though fell into this “B” category. They weren’t ready to buy yet and had no interest in continuing in further dialogue.
These leads made it to our CRM, for which we used LionDesk a CRM for realtors.
Once in LionDesk, we attached them to a follow-up drip email series that lasted for 180 days.
Here’s a screenshot of how our initial outreach looks. We sent our first email immediately along with a phone call from our client. If they didn’t respond to our phone call, we sent a text message 2 hours later.
Our Campaign Stats
- Total Ad Clicks: 1,393
- Total Leads: 297
- Conversion Rate: 21.3%
- Cost Per Subscriber: $0.36
We ran this campaign for 4 months on a modest budget for our client (under $1k of ad-spend per month).
We ended with 1,393 Ad Clicks which resulted in 297 leads at an average conversion rate of 21.3%. Our cost per subscriber (in this case a subscriber gets added once they click on our ad) ended up to be $0.36.
We tested our messenger campaign against a traditional ad campaign that sends users to a landing page. We found that the messenger ads brought in leads for around 50% less cost.
Once a lead answered a few pre-qualification questions they were more likely to schedule a call.
We were able to learn a lot in our realtor campaigns. The two most important takeaways were to have a long-term follow-up strategy in place and to follow up with hot leads immediately. There’s no brand loyalty in real estate so you need to be aggressive with leads who show interest.
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