This post is in continuation with the previous blog - "The complete SEO guide for Real Estate Industry".
For Real Estate agents, Facebook is one necessary platform which can independently help in getting quality leads for real estate marketers. In this article, you will learn how setting up a Facebook business page can help real estate agents increase their conversion rate to maximum. Below are some essential topics which will provide an insight on how to make the best use of the Facebook business manager tool.
- Setting up Facebook
- Running Re-targeting Campaigns for Real Estate Agents
1. Setting up Facebook
You’ll first want to have a few things in place before you even start approaching real estate agents. This includes a Facebook business page and Facebook business manager.
In the past, consultants didn’t have some of these options. Instead, they had to use “workaround” like fake Facebook pages, incognito web browsing, and using their personal pages for client ad creation.
Today, Facebook is still geared more toward large enterprises like Amazon or Hotels.com, but smaller consulting businesses have more options than before. Here, I’ll show you how much easier it is to manage your Facebook campaigns and even get access to your clients’ business pages.
Setting each of these up is a necessary and easy first step, just follow the simple process below.
1.1 Setting up Your Own Facebook Business Page
1 - Login to your Facebook account and find the down arrow somewhere near the top right of your news feed page, then click on “create page”.
2 - Next you’ll want to choose how you want to set up your business page. In this case, just choose “Local Business” or “Brand or Product”. We want to tailor this page to Real Estate if possible (Real estate or consulting, etc).
3 - Next choose “Brand” and then name your page.
1.2 Setting Up Facebook Business Manager
Surely you can set up campaigns and boost posts from your regular Facebook account, but you want to be able to take on clients and manage their accounts from one platform. You do this with the business manager.
- First go here business.facebook.com.
- Find “Create Account” and click it.
- Input the name for your business, Choose the primary Page you just created and enter your name and work email address.
- Now just follow the flow of onboarding steps Facebook gives you.
1.3 Getting Access to your Client’s Facebook Business Page
Most likely your client will have a Facebook business/fan page. If not you can show them how to create one with the instructions above. The next step is to access their business fan page which is so simple.
- Inside the business manager, you just set up Go to Business Settings
- Click on “Pages”
- Then Click on “Accounts” then choose “Pages”
- Click “Add New Pages”. It’s on the right hand side.
- Choose “Request Access to a Page”
- Enter your client’s Facebook page name or URL
1.4 Requesting Access To Your Client’s Ads Manager
In order to create and run campaigns for your client, you’ll also need access to their ad manager accounts. This allows you to not only create ads, but also be “hands off” with the ad budget, because your client will use their own credit card to pay for the ads separately from your monthly fee.
- Go to back to your business manager and click Business Settings.
- Click on Accounts then Ad Accounts.
- Look on the right hand side of the page, click on “Add New Ad Accounts.”
- Now click on “Request Access to an Ad Account”
- When requesting access to an ad account, enter the ad account ID (you will get this from your client). Learn where your client will find the account ID.
2. Running Re-targeting Campaigns for Real Estate Agents
I’m sure that you’ve found the above setup steps short and easy. Now you’re ready to go with setting up your first client’s re-targeting campaign using the Follow-Up/SOI method by marketing an online billboard to their past clients or their current website traffic.
First, we’ll discuss posting ads that are non-sales to just stay in front of the agent’s list. And to do this, we will advertise a regular blog post. Instead of boosting the post, we will use the ads manager which will enable us to be able to control how many times the list will see posts. This is because we do not want to bombard them with the same post views over and over.
Remember, we are not selling. We are creating a top-of-mind market share within the agent’s list of past clients.
2.1 Posting Engaging Content on The Business Page
This is the first step before promoting any post. First, there must be a post to promote…
Now that you have access to your clients business page go ahead and make a post like you already know how.
1 - You can just Google “2018 Real Estate Market Trends” or look on any real estate blog site like https://www.inman.com/. The key is to find something that will affect the agent’s list directly. Like this one here.
2 - If the article will directly affect the folks on your clients' list - use it! Copy and paste the URL from the browser of the blog into the post section of your client’s business page.
3 - On the 17th of July 2017 Facebook did away with the ability for users to edit the title of a blog post share…. Kind of. There are ways around this, but the easiest way is just to take that same URL you just posted and highlight it and then delete it. You will see the blog share content is still there.
4 - Now add a comment that will draw attention to the agent’s past clients.
Something likes “You bought a home from me? This will affect you, but there are a few things you can do. Call me!” Then just click “publish”.
Keep in mind; this is only an example using a test page of mine. You will want to make sure your client’s page has a quality headshot photo of them as the profile photo. Also, the title of their page must have their name and “real estate” in it. For example “Jim Smith - Your Raleigh Real Estate Agent”.
2.2 Re-targeting to Real Estate Agents’ Past Clients
Here, we will use the work that agent has already done by re-targeting their database of past client and Sphere of Influence (SOI - people who know them, like them, and want them to succeed).
You’ll find that re-targeting their established list will result in the best bang for the buck in most cases.
Now that you have the blog post share ready, just ask your real estate agent client for an excel/csv formatted list of past clients and soi list. Once you have the list, go ahead and follow these steps.
1 - Go to your business manager here https://business.facebook.com/ then go to “business settings”.
2 - This is where you can manage pages and ad accounts for your clients. Click on “ad accounts” and then click on the applicable client’s account who has already granted you access to go their specific ads manager.
3 - Now you are in your client’s ad manager. Go ahead and click the green “create” button. Then select “Create Complete Campaigns”.
4 - Next you will choose what your objective is for your clients. Since this is not a lead generation campaign, select “reach” then name your campaign and click continue. We choose “reach” because this will enable us to control the frequency that the agent’s clients will see the ads.
5 - Next, you will be creating the ad content and uploading your client’s database of past clients and SOI. Click on “create new” (under customer audience). Then choose “customer audience”. (if you have already uploaded your client’s list - just click “used saved audience” and skip the step.
6 - Then choose “customer file” and “add customers from your own file” to upload your client’s list.
7 - Next, go to “placements” and choose “edit placements”. Go ahead and make sure the only categories selected are: Feeds, instant articles, and native, banner.
8 - Next you will want to set a frequency cap on how often your client’s list will see the ad. Typically we recommend setting a stop day for this, but since this is an extremely warm list, you would not put a stop date. Instead set a cap to how frequent the list gets served ads. For following up with an agent’s SOI or past clients, I would recommend 1 ad serving every 7 – 14 days (I usually use 7 days). Go ahead and make that adjustment and leave everything else the same. See the example below.
Even though the list is highly receptive to the ads, this will ensure top-of-mind exposure for your client while not over doing it. Go ahead and press “continue” at the bottom of the page. Before moving on to the next step of creating the ad, let me cover the thinking behind the simplicity of this regarding the Past Client and SOI Follow-up method.
2.3 What Ads to Create for Getting Client
Before getting into the next step of ad creation, let me layout the groundwork and theory behind why you will do this in a most unique way.
You’ll quickly find that targeting this group for your clients has one essential benefit for you and your client.
Not only is it an absolute necessity for the agent to stay top-of-mind to their past clients and sphere of influence, but the targeting of this segment of their database creates an unbelievably easy process concerning ad creation.
Here’s what I mean. This very important contact list (In my opinion, even more important than their current list of leads) has already bought a home.
Most likely the majority of them will not be searching for houses anytime soon. So they don’t want to see the typical “home for sale” ad, or the “5 Tips to Finding the right home…” report.
Instead, it’s much easier than you think!
Considering all the recent changes with Facebook, they want two things from you. They want relevant content that is engaging and they want content that doesn’t look like it’s just there to sell.
This is perfect because this group of past clients don’t want to be sold either! The agent’s only job is to stay in front of their SOI and past clients.
And this is how it’s done.
First, you or your clients don’t even need a website (although they probably already have one). Instead, you can use other people’s content to help that agent stay top-of-mind.
I know we’ve already shared a blog post on your client’s business page, but let me ask you… What’s hot right now? I mean what topics right now are hot? Take a look at the headline to this blog post…
Now whether one is anti-Trump or pro-Trump, anything with Trump on it is hot right now… and very engaging. What else do you think is specifically engaging to the agent’s SOI group?
You got it! “Housing market in 2018”, right?
Couple these two aspects and you have a great post for your agent client.
Remember Facebook wants relevant and engaging material. But what will this also do for your client? Well, Facebook will look at this ad and see the views, the shares, and any other activity as “good” content that fits the bill.
And that’s all it will do, but it’s enough. Enough for Facebook, enough for your client, and enough for your client’s list.
There is one more point to this method that I must add and it’s this: It Warms your clients list.
So after a few engaging ads (like blog posts - not sales material), your agent’s client list will get warm and cozy and be more receptive to the content that is being pushed out.
At this point, it will be beneficial to create a home listing ad to promote that agent’s business, but only after the list has been warmed up. Are you starting to see the difference?
Instead of the typical BOOYAAHH, I’M IN YOUR FACE WITH ANOTHER HOME I WANT TO SELL!.... You give the agent’s past clients what they want… You ease in like the sly snake (snake being a good word in this case) that you are…
Then… You carefully place a nice ‘reminder’ in the list’s hands that says “Don’t forget… I am a real estate agent… and I sell homes…”
You can refer our blog 8 Social Media Trends to explore more.
2.4 How to Create Your First Ad
By now, you’ve already looked at your client’s Facebook business page. One aspect of this page is critical. It needs to brand them as a real estate agent.
It should have a quality headshot of the agent along with other content that poses NO QUESTION that the agent is the go-to for that area… meaning the Title of the page should have their name and “realtor” or “real estate agent” in it (We advise this because the goal is to stay top-of-mind. In the case of lead generation, we will recommend a different type of page which we will cover later in this training.)
This is important especially for posting blog and article content from other websites. The viewer needs to be able to see the agent’s name as it pertains to the fan page.
In addition, if you remember from earlier, you also changed the URL of the post to your own (the agent’s) comment “You bought a home from me?”
So there is no question your client is an agent and the list is familiar with your client.
Once you confirm that your client’s business pages have the right photo and title, move on to the next step.
Continuing from step 8 in section 5.1.
9 - Make sure the correct Fan/business page for your client displays. If you requested access to the page as described earlier, this should be the only page that shows.
10 - In the next section, make sure to choose “C”. Then choose the post you just set up for your client.
11 - Now just scroll to the bottom right and click “publish” and you are done!
Now, this is just one strategy that can be adjusted. But remember, the goal here is to stay top of mind - Not to piss the agent’s past clients off with sales pitches.
I recommend the 2 - 1 approach: Post two engaging blog articles, then post a landing page of a listing that agent is trying to sell (if the agent does not have a listing, they can borrow any other agent’s home listing within their brokerage).
Each ad post will be spaced out in 7-day lengths with 3 days in between of no ads. (We will cover a very inexpensive tool to create unlimited landing pages, single property websites, and more later on in this training).
This post will surely help to generate more leads for your business as Facebook business page will help to increase conversion rate to maximum.
We are going to continue this post with our next post with the titled as "how to get Real Estate agent clients".