It’s the lifeblood of your business so today I’m going to show you exactly how to get real estate leads on Facebook with a $5 per day ad budget, even if you’ve tried Facebook advertising and failed.
Have you ever had one of those moments where you’re grinding it out in your real estate business, going on listing appointments, showing property, closing deals, giving awesome service to your clients. . .
But suddenly you stop for a moment and realize you don’t have enough fresh seller or buyer leads in your pipeline?
Oh snap! The notion of not having enough serious leads in your marketing funnel gnaws at your stomach like termites at a lumber convention.
So you get a little anxious, er uh, more like stressed out of your freakin’ mind because you know if you don’t get new leads coming in pronto your cash flow will shrivel up like a raisin in the sun.
Have you been there?
It’s so unbelievably frustrating too.
I mean we bust our humps to provide excellent service to our clients so we can live the lifestyles that excite us inside and provides us with the lifestyle we enjoy. . .
Which means when things aren’t clicking along and more money is going out than in, things get a little. . .ummm. . .sketchy!
So what’s a real estate pro to do if they want to grow their client base to the next level and make more sales, without having to put in more hours or spend an absolute fortune?
You create a sales funnel.
I know. . .I know. . .get to the freakin’ point brotha!
What in the World is a Sales Funnel? [THE BIG IDEA]
Plain and simple, a sales funnel is the journey you take your website visitors through when trying to sell your services to them.
I hear what you are thinking right about now, “um, I don’t know about that. . .it sounds technical and complicated to me”.
Stick around friend. It’s much easier than you think. You are about to learn something very powerful that will get you leads quickly and easier than your current farming process.
Let me first say that some funnels can be super simple and some can get quite complicated. I personally prefer to keep things stupid simple, because that’s how I roll.
So here’s the Stupid Simple BIG IDEA in 56 words.
“If you could deploy an automated lead producing sales funnel that would deliver hot buyer or seller leads to your inbox automagically 24 hours a day, 365 days a year for less than $5 per day then you could double your sales volume by focusing all of your attention on converting those hot leads into sales”.
Read on business pro, because I am about to reveal to you my step-by-step process so you can discover exactly how to get new prequalified buyer and/or seller leads 24/7 whether you are working, playing, or even sleeping. I know it sounds cray cray. . .but believe me its true and it works like gangbusters.
Just so you know these leads that will begin coming in to you won’t be some cold leads that you have to chase down and beg for their attention, rather, you will have a steady stream of home buyers and home sellers:
- contacting you. . .
- chasing you. . .
- wanting to do business with you!
THE CHANGING MARKET:
Before I get to the juicy stuff, it’s extremely important that you read this next section. Why? Because you must first understand that things have changed in the way real estate leads are generated.
Strategies that once pulled in massive amounts of new buyer, seller and renter leads no longer work as well as they once did.
So let’s get to it. . .
Ask yourself the following questions:
- Do you spend hours on the phone trying to rustle up some new clients?
- Go to card swaps and mixers hoping to land deals?
- How about canvassing neighborhoods, knocking on doors and handing out flyers? Hummm?
If you answered yes to these questions then you’re the last of your kind because marketing methods used to reach home buyers and sellers have made huge advances in the last 5 years.
If you employ the 3 farming methods mentioned above and enjoy them, wonderful!
However, a new and much more lucrative sales funnel has come on the scene and is being developed monthly, weekly, daily. Wait until you see the sales funnels that are coming out now. They bring in massive amounts of real estate leads 24/7 for a fraction of the cost of traditional marketing pipelines.
There are huge advances in technology. I know what you’re thinking: “John, you’re using that scary “T” word again and I don’t like it one bit.”
Hold on. The point is, and this is a true story: today a real estate professional with ZERO tech skills can create an automated sales funnel in less than an hour and have buyer and/or seller leads coming in to their inbox within minutes after completion.
This seems like great news for a real estate professional like yourself and for real estate companies in general.
So what’s the problem here? Why am I writing about this subject?
The rules of engaging prospective clients have changed while only a few folks in the real estate industry: company owners, managers and agents alike have made the necessary paradigm shift to reach people who are in need of their services.
There are three main problems with “OLD SCHOOL” real estate marketing:
- First of all, I’m just going to flat out say it, “Most Real Estate Websites are Poor Lead Generators” because of the way they are designed and structured. Don’t get me wrong, most are beautiful and chocked full of great information. But. . .a clearly defined value proposition is mostly missing and the call to action is mediocre at best and most do not include any kind of lead capture system. NONE!
- Everybody has spent gobs of money on SEO services to get their websites to rank at the top of the search engines. This used to be much more important than it is now. Why? Because technological advances have made direct response marketing faster and cheaper than trying to get your website to the top of Google. (Keep reading. . .because I am going to give you a direct response sales funnel you can produce yourself in less than an hour that will flood your inbox with hot buyer and/or seller leads for cheap).
- Home buyers are going mobile. According to the National Association of Realtors® “Field Guide to Quick Real Estate Statistics” over 57% of home buyers search using a mobile device.
So what does that tell you? Since prospects are on their phones or tablets they require quick and simple information. Most real estate websites are too big and clunky to be consumed on a smartphone. Do you think your prospects are going to look at your ginormous website on their tiny little smartphones? Let me answer that for you. . .NO!
Just thinking about these three problems gives you a bloated feeling doesn’t it?
If you need a $30,000 solution to solving some of the above issues, no problem. There are plenty of SEO service providers that will be glad to welcome you as their newest client. With that said, you’re still going to have to figure out how to make your website mobile friendly.
But a faster and much cheaper lead generation system has emerged in the last 12 to 15 months and is now getting rave reviews with early adopters.
Continue on because now we’re going to dive in to the good stuff. . .
Let me tell you a little bit about our solution. We call it the RCMagnet 1200 and its a highly targeted sales funnel guaranteed to generate leads on demand.
RCMagnet stands for Real Client Magnet.
1200 is the new leads goal for the first year. Here is the breakdown:
- 1200 leads generated for the first year (100 / month or 3 per day)
- 120 appointments generated 10% conversion = (10 / month or 1 every 3 days)
- 30 confirmed listings or sales 25% conversion = (3 / month or 1 every 10 days)
30 sold listings or sales x Average Commission = Gross Income
The median home price in the U.S. is currently $224,000
Let’s just say your average commission is 2%
Here’s what the RCMagnet 1200 sales funnel will do for you:
30 sold listings or sales x $224,000 (median price) x 2% (ave commission)
Equals: $134,400 goes in your pocket just by following up on the leads that come in to you automatically.
Now of course you can scale this process to get even more leads and sales, but lets just begin with something simple and then you can grow it.
The system you are about to see automatically sends you leads every day. All you have to do is follow up and sell.
It’s a proven system comprising of four key components. Think of these four components as PARTS to an engine. You must have all four parts to make it operate and here they are:
- A Lead Magnet
- A Landing Page
- A Lead Capture Form
- A Facebook Ad
These components (parts) are listed in order and when connected properly produce the most powerful lead generation system in existence.
Here’s how it works:
Step 1: A LEAD MAGNET:
First of all you need a lead magnet (something of value to the lead you are targeting), also known as an ethical bribe to motivate a prospect to leave their contact information.
Here are some examples of Great Real Estate Lead Magnets:
- Neighborhood Market Report
- Property CMA certificate
- How to eBooks or Videos on subjects like “How to Stage Your Home” or “10 Ways to Add 10% Market Value to Your Home”. You get the idea.
- Lists – Bank owned, short sale, etc
- Relocation Packet
- Buyer’s Guide or Seller’s Guide
You already have much of this information on hand. All you have to do is create a value packed information document in Microsoft Word or Apple Pages, then save the document to a PDF. This is the document you will use as your lead magnet.
Would you like to know how I structure our emails and what to say to move our new subscribers through our sales funnel?
Click on the image below and shout with excitement! Sock it to me! Download them and use them in your own real estate business. They are fuh-reee!
See what just happened right there?
Are you trackin’ me?
Here’s where we are in this specific process. I created a piece of juicy content to help you systematically generate more buyer and/or seller clients (you’re reading it now), and have strategically placed my lead magnet in several places in this post that will take this content to a whole notha’ level.
That is precisely what you will do to initially get your prospect to raise their hand and say I’m interested in knowing more about you and your service.
My lead magnet is not some frivolous freebie either, instead, it’s quick, consumable, and it solves a specific problem for my prospect (that’d be you).
Your lead magnet will be structured in the same manner.
In addition to the lead magnets I suggested for you above, here are even more great ideas for lead magnets that you can make available to your prospective clients:
- Moving checklists
- Resource lists
- Buyer’s guides
- Step-by-step blueprints
- Video tutorials
The choice is yours. Choose something that is valuable to your prospect, then create it and make it available to them free of charge in exchange for their contact information.
Once your prospect opts in to your sales funnel, that’s when the fun begins!
So check this out, here is the PROCESS (how the engine runs) of taking your subscribers through a successful real estate sales funnel. (The four components listed above are the mechanical parts that make this engine run. The PROCESS is how we move our prospects through the funnel):
This is probably a lot to absorb.
Fortunately, I break down the whole process, essentially giving you a sales funnel template – including what each of these elements include and how to set it all up so your funnel just works, inside my mini course:
Let’s move on, shall we?
Step 2: A LANDING PAGE:
Now that you have your lead magnet you will need a LANDING PAGE.
WARNING #1: Pay close attention to what I am about to say. Your landing page needs to be stupid simple. Do not overthink this. Do not make it complicated or you will blow it. I see it all the time.
WARNING #2: This is about solving your prospects problem. This is not about you! Got it? Your prospect is not laying awake at night thinking about how they can hire the “#1 Realtor in Your Town, State”. The fact is they would avoid you all together if they could buy or sell a home without you. So let’s keep your smiling face off the landing page (except the video landing page because it has a different mission and strategy).
Now if you’re like most folks you’ll be tempted to want to get fancy because let’s face it, you are so awesome. Here are some of the temptations you might encounter on your way to let the world know just how awesome you are:
- temptation #1 put company information on the landing page. (Don’t do it!)
- temptation #2 put navigation buttons on it. (Don’t even think about it!)
- temptation #3 put multiple messages on it to impress everybody with your real estate expertise. (Fagetaboutit!)
I repeat, keep your landing page stupid simple.
What I’m revealing to you is DIRECT RESPONSE MARKETING. Emphasize each word in that 3 word phrase.
- Direct: – get right to the point. What immediate problem are you there to solve for the prospect? Your lead magnet is the solution to the prospect’s problem. It’s very direct, I tell ya’!
- Response: – you must include a CALL TO ACTION. People need to be told what to do next. Make the offer with your lead magnet and TELL them to give their information in exchange for your valuable information that they need. Don’t ask. . .tell!
- Marketing: the process of bringing potential clients into your sales funnel so you can follow up with them and sell them something.
Think of a landing page like this:
“ONE single website PAGE with ONE single PURPOSE with ONE SINGLE LEAD MAGNET”. That’s it! Nothing more!
Leonardo da Vinci said, “Simplicity is the ultimate sophistication.”
Take a look at this highly successful landing page I built in under 15 minutes.
Click on the image to expand it in another tab then come back (go ahead, I’ll wait):
Landing pages should be
- Present the benefits of the lead magnet
- Have a clearly defined CALL TO ACTION
- Use engaging images or video
- Contain a LEAD CAPTURE FORM
- **OPTIONAL** If you want to dress it up a little you could include a testimonial.
As you can see the landing page above meets all of the criteria of a good solid landing page.
Take a look at another landing page that converts like crazy. This page has a short introductory video, giving the prospect a little information, and then has a call to action to fill out the form below and click on the submit button.
Here is another example of a lead page that converts like crazy (click image to see larger image in new tab):
Remember keep it stupid simple: “ONE single website PAGE with ONE single PURPOSE with ONE SINGLE LEAD MAGNET. That’s it! Nothing more!
The simpler a landing page is the better it converts. Period. End of discussion!
To create great looking landing pages there are three options I recommend:
Option #1: Let’s begin with the Thrive Themes WordPress Plugin. This will ONLY work for you if you have a WordPress.org website. This is a very easy plugin to install and gives you lots of great easy-peezy-lemon-squeezie options for building great landing pages (other types of website pages too) for a very low one time fee. It is used by many marketers across various industries. This will work wonderfully for you, IF you have a WordPress.org website.
Option #2: Lead Pages has been around for a few years now and continues to grow as a great source for producing fast and easy landing pages. The cost is midrange. Lead Pages is awesome. It’s drag and drop simple to use. It’s fast too. Check it out by clicking the link:
Check Out ClickFunnels Here (John’s Choice)
ClickFunnels offers drag and drop landing page construction too. It’s the top of the line when it comes to sales funnel construction.
I began with Lead Pages and switched over to ClickFunnels. The reason? ClickFunnels does so much more for the money. I needed something that gave me more options and was more robust with my growing company.
Both of the landing page images you see above were created using ClickFunnels
NEXT: step #3, a Lead Capture Form
Step 3: A LEAD CAPTURE FORM:
The easiest way to build a lead capture form into any of the landing pages shown above is with Mailchimp. MailChimp is awesome!
You have two options with MailChimp, you can create custom lead capture forms with MailChimp or you can connect your MailChimp account directly to Lead Pages or Clickfunnels landing pages.
MailChimp is an email marketing service and as part of their service they give you the ability to collect leads (lead capture forms), plus they store the leads. This enables you to send your lead magnet to your subscriber instantly and then follow up with your prospect over time.
Here is a short list of popular lead capture from builders:
- MailChimp (email marketing service)
- AWeber (email marketing service)
- Active Campaign (email marketing service)
- WuFoo (form builder service)
In the first Lead Page shown below (interior picture with optin form) I used MailChimp to collect the name and email address of the subscriber. Their information was stored in the MailChimp database.
I also sent an auto reply email that has a link to my Lead Magnet, or sometimes I may set the campaign up with a redirect to a “Thank You” Page that has a link to the Lead Magnet.
Either way, I have the subscriber information for future followup emails so I can build a relationship with my prospect.
With the second Lead Page shown below (video with information form) I used Wufoo to collect the subscriber’s information so I can follow up with a phone call to discuss their needs. Wufoo is free and will notify you via text or email when a prospect completes the form and clicks on the submit button so you can follow up instantly, or send them directly to your online scheduler.
Take a look at the two lead capture forms side by side (MailChimp on the left and Wufoo on the right): Click on image to see expanded image in new window.
There are many options available to you once you capture the lead’s information depending on what you want the prospect to do next. I discuss this in much more detail in the RCMagnet 1200 mini course.
If we build it they will come. . .let’s drive traffic with Facebook Ads (step 4)
Step 4: How To Get Real Estate Leads On FACEBOOK:
Okay, so now we’ve built this awesome sales funnel.
You’re feeling victorious because you feel like you’ve conquered all things “geekery”.
I mean pat yourself on the back! You have built a thing of beauty baby! You’re a rock star!!!! Party!
Okay, celebrating is over. Now we have to get some traffic so you can celebrate some new clients and the big pay day coming your way in the very near future.
Now you need someone to come and see how purdy your work of art is and to start interacting with you through your amazing sales funnel.
How do we get people to come? Is it like the “Field of Dreams” where if I build it they will come?
No. Not even close.
Should I spend money on SEO? (search engine optimization)
Answer: Only if you have a gazillion dollars and have weeks if not months to wait.
Let’s go with something fast and cheap. Don’t let the word cheap throw you off. Believe it or not Facebook advertising really is fast and cheap if done correctly.
Let’s dive in. . .
This article is getting a little long so I’m going to get right to the point with one of the most targeted and powerful real estate Facebook ads you will ever run to get SELLER LEADS.
First of all the Facebook ad platform provides some of the most cost effective and precise demographic and behavioral targeting EVER!
Here’s the excellent news for you and it’s a secret!
Most agents do not know how to leverage Facebook’s ad platform. There is a fantastic opportunity for you if you are willing to learn and gain a competitive advantage on your local competition. Most agents are still implementing old-school marketing strategies.
So let’s take a look at one of the most powerful laser focused ad strategies you can possibly implement with your Facebook marketing so you can get leads pouring into your newly built sales funnel, paaaronto!
Facebook has a “behavioral” category for people that are “likely to move”. How cool is that?! How is that even possible? I don’t know. . .but lets run with it and make it work for us.
Remember, it’s a secret for now so don’t spread the word. Everybody will eventually find out about it, so let’s get you a ton of business before everybody else discovers it.
Think about it. . .consumers in this category “likely to move” are more likely to need a real estate agent, among other products and services. Hello!
Facebook knows a lot about these consumers by combining their own internal behavioral database with offline data collected from its partners. It’s very powerful, perhaps more precise and powerful than Google.
Okay, so let me show you how this works.
Suppose you are a broker in Denver, CO and you specialize in the areas of Cherry Hills and Union Station – mostly upper income neighborhoods with household incomes (HHI) above $150,000 per year.
When we pull zip codes in those two areas Facebook reports about 50,000 people that we can reach on Facebook. But when we add the behavior “likely to move” our precise target market is narrowed down to 3,500 people.
The outrageously cool thing about Facebook ads for real estate agents is that you can add more layers of targeting and get even more precise.
You can tighten up the targeting even more by raising the age demographic from 25 to 30, and by including a household income greater than $150,000.
These four limiters (zip code, “likely to move”, age, and income) will hone in and target your hot prospect like a heat seeking missile. Here, have a look:
If you want to gain a competitive advantage over your real estate peers, Facebook ads for real estate agents are perhaps the fastest and least expensive way to grow your business, and local market share.
Facebook makes it incredibly easy and possible for you to reach the home buyer or home seller audiences.
Don’t procrastinate and let your competitors get ahead of you!
I hear what some of you are thinking, “what if someone doesn’t opt in or doesn’t contact me to set an appointment”? Don’t sweat it!
You are not going to convert every single person who comes to your sales funnel and turn them into raving evangelists for you.
An that’s exactly what you want! Say what?
Because you ONLY want the people who are a perfect fit for you, your real estate company and the services you are offering.
So a few get away. I say, “tough noogies”! Seriously!!
You are going to have so many new leads pouring into your funnel that if a couple good ones get away, so freakin’ what!!!
Instead, here are a few things you can do to follow up with the ones who “got away”:
If they don’t opt-in:
Place a Facebook tracking pixel on your lead magnet page and retarget people with your lead magnet, giving them another chance to opt in.
If they still don’t take it up, have a Facebook ad that humorously asks them why they didn’t sign up and invites them to reply back and let you know. This just works!
As they communicate with you this will give you X-ray insight into where you might be missing the mark in either your communication or your offering.
For those folks who do opt-in:
Set them up with a followup email sequence to build the relationship with them and to get them to reach out to you. I just gave you the link again for the followup email sequence to use for your clients.
Well, that’s just real estate gold baby!
If you’re not sure what to say in the followup emails, how to structure them and when to send them out then click on that “download now” below to get your hands on every single email I use in our real estate sales funnel.
They are 100% FREE. What they will do for building your client relationships makes this a total no-brainer. Therefore, go ahead and get them now.
THE VALUE PROPOSITION:
Look, if you’ve grown frustrated with “OLD SCHOOL” real estate lead generation methods, with high cost and few results, then the RCMagnet 1200 is the new marketing method you want to employ.
And if you’re ready to take your real estate business to the next level and create some serious sales funnels that will eventually make you the recipient of mile high piles of wet stinky cash (oh com’on let’s have some fun here!), then grab my mini course, RCMagnet 1200 and I will show you exactly what to do, and how to do it to get 100 new leads per month, 10 appointments a month and 3 deals per month using this incredibly powerful system.
Let me tell you about our team. As you know my name is John Olson. I’m the CEO of Main Street Marketing Success. I am a highly paid direct response marketer in South Florida and it’s possible in your lifetime you’re just not going to meet someone who loves sales funnel creation and implementation more than I do.
Right now someone is probably needing to consult with me about fixing their marketing funnel so I should probably get over to them now.
So at this point let’s pause for a minute, why don’t you go ahead and invest in RCMagnet 1200 mini course so you can begin building your own automated client magnet?
Right now for the next 50 real estate agents that invest in RCMagnet 1200 you will receive a RAPID-FIRE COACHING CALL with me. Since my time is limited I have to limit this bonus to the first 50 who purchase this specialized training.
So go ahead and click on this link to find out more about RCMagnet 1200 and gain the competitive edge on your competitors now.