In today's post, I share how to set up a real estate agent Facebook ads Funnel in 2020. This strategy will maximize your leads and return on investment.
Below you can either listen to the podcast or watch the full video above.
Here is the podcast:
If you want to master Facebook marketing for real estate, you must learn the customer funnel. In this post, I share the 3 sections of the funnel and how they impact one another and the full conversion process.
Here are the full show notes:
- Create a post on your Facebook business page. Share with your normal audience, personal pages, groups, etc… first.
- Get organic likes, comments, shares. Social proof is important for your ads to work best.
TOFU - Top of Funnel
- Completely cold audience.
- Serving value for free.
- A/B testing multiple ad sets (audience interests, content, ad copy)
- Highest spend ($5/day)
Types of Posts
- IF click to website, you’ll need to install Facebook pixel on website if driving traffic off Facebook.
- Long form post on Facebook
- Video ads work best
- #1 Thing to know when buying a home
- Top 3 things to know about neighborhood / zip code
- 5 Things you must do if selling FSBO
- 3 Things to expect when buying a home with a pool, on acreage, etc…
MOFU - Middle of Funnel
- Has interacted with your content but hasn’t registered. (Re-targeting) 3-second video views
- Goal is to get them to register for more value.
- A/B testing multiple ad sets (Content & Ad Copy)
- Middle Spend ($3/day)
Prefer to use Facebook lead ads (Keep them on Facebook)
- Free buyers guide (KCM)
- List of upcoming open houses (least favorite, needs to be updated weekly).
- Neighborhood / Zip Code Market Report or Video
- For Sale By Owner Package (Forms, best practices, marketing plan)
- List of Available Pool, acreage, distressed, historical, renovated, etc… homes
BOFU - Bottom of Funnel
- Has registered but not purchased (Lead) (Re-targeting) Provide MORE value and build trust/relationship but make contacting you the call-to-action
- Lowest spend ($1/day)
Real Estate Agent Facebook Ads Transcription:
Kyle Handy 0:00
Good Monday morning, everybody. Kyle here. Welcome to the Monday mastermind. And today we're going to cover all about real estate facebook ads for 2020. So I'm going to go over everything that I've learned everything that I've done over the past three, four years for real estate, Facebook ads, and in told tell you kind of what my strategy is going to be moving forward into 2020. And this is based off of roughly, I was actually going through my ad account today this morning to get ready for this video. And I realized that I've spent over $38,000 on Facebook ads and so I'm doing this not just from theory, not just from watching other people's videos, but literally what I've done in my business and what I'm going to be doing for next year. So over that time I also checked in I've generated roughly about 8500 leads, buyer and seller leads mostly by leads, but using the Facebook ad platform, so really crazy, I really, you know, hadn't really broken it down that recently to see all of what I've done this year and years past. But it's pretty amazing. And so Facebook still continues to be an amazing tool, amazing resource for us as real estate agents, even though there's been some pretty crazy changes over this this time period. They've taken away You know, a lot of different kind of targeting options and things like that. But I will tell you that even today, it can still be a very viable option. It's specially if you start to use kind of this funnel strategy that I'm going to show to share with you today. So we've had to get a little bit more creative, I would say is some of the biggest differences now in how you have to do Facebook ads for 2020 versus how we've done them 2015 2016 2017 2018 2019 Really 2019 was the change of these different targeting options, just because of all the housing rules that took effect with Facebook ads. And and I think it was for the better, you know, I definitely don't knock it and why it was done. But it just had to kind of get our step our game up and get us to be a little bit more. You know, creative when it comes to making Facebook still be a viable strategy, because if you're doing what you did, two to three years ago, on Facebook today, you're not going to have the results that will most likely give you a positive ROI on that platform. We've got to take kind of a three tiered approach now to really get the most bang for our buck and get the most money out of our advertising. And so and so anyway, so that's what I'm going to be sharing with you guys today. Feel free to while we're going through this to put your questions in the chat. So I can kind of get to those questions by the end and in also So one thing just to note here, this is something that's been going on in my head, I could probably do, I don't know 15 or 20 videos, just related to Facebook ads and all of the different intricacies that kind of go into that. As far as you know the actual ad copy headlines, retargeting pixels, how to set up your retargeting pixels, you know, different if you want to do actual lead gen through your website and making your your lead capture form on your website, versus if you're going to do a Facebook lead ad and keep that lead capture on Facebook. There's all sorts of different ways that we can look at this. And so one of the things that I've thought about doing and if there's something that you would be interested in, it'll give me kind of that proof of concept. If you just put it in the comments right now. Like if I were to create a course keep it super, you know, cheap and, you know, inexpensive, say less than 100 bucks, if that would be something that you would be interested in because again, this would take up a time My time one of my goals for 2020 is to come out with my first kind of training course for first kind of program paid program. Everything I've done to this point is absolutely free, no cost. But I do get a lot of people that you know, lead generation is the kind of the heart of their business. That's the main thing as you know, new and seasoned agents both have in common that they always need. And, and so if this is something that you think that you'd be interested in, if, you know, I created a like a master class, and it had something like 15 to 20 videos within it, and you could purchase it for less than 100 bucks, it will have all the actual ad copy that I that I use for my ads, and the actual in depth, step by step tutorial on how to set them up. If you think that's something you'd be interested, put it in the comments, let me know just so I can see if there's enough demand out there to actually warrant putting that type of time and effort into that type of class. So, but anyways, that being said, what we're going to do today is today's gonna be a lot of the theory behind it and you know, kind of just giving you the general framework of what I do. And, you know, what has been effective for me, I'm not going to go into all of the details, because again, this video would take forever. All right, I'm seeing a lot of good, good, good feedback already. And, and so yeah, if, you know, like I said, we're going to go into the theory, the framework, giving you exactly what I think of when I'm creating these ads. And you know, it should give most people especially if you're familiar with the Facebook ad platform already, it should give you the ammunition you need to go out there and actually create these produce these the way that you would need to now if you're very new to the platform, and you've never done Facebook ads yourself, you don't know really how to manage a campaign or maybe even just you know, creating funnels, creating ad copy is, you know, intimidating to you. Then again, that's where maybe the class that that I would come out with would be beneficial, but at least today, you can still kind of get a little bit guidance. There's all sorts of stuff out there on Facebook and you know, youtube where you can go and probably search a lot of these different things. It's just that again, it's taken me years of, you know, practicing of trying different ways to come up with all of this. And so, but I'm going to try and try and get all that to you guys here in the next 15 to 20 minutes. And so really, let me go ahead and start with my notes here. The first thing that I kind of want to talk about is, you know, with, with creating an ad, you know, the first place to start, the first place that I always start is, you know, of course, you've got to have a Facebook business page, you can't run paid ads, if you don't have a Facebook business page. So create a Facebook business page, I'm not going to go into the details about that create your post. So whatever your ad is going to be, actually started out as a post on your on your page, right, like just a normal post. And I'll kind of tell you what the type of content examples that I use for my my actual advertisements, but they all start out as posts on my business page, and I like to share that with my, my normal my organic audience. First, I want to get a couple likes a couple comments, maybe a couple shares if I can on that post and get some organic kind of likes. Because what's so important about that is First off, it's free, right? Like you're not having to spend any money to get those likes, and to get those views. But then when you actually start running the ad, which could be later that day, or maybe the next day, you're going to have social proof on it, which again, it's super important for your ads to start out with a little bit of social proof on them. Because you may run an ad that you don't think is effective if you go straight out of the gates with an ad. And it could have been effective if you had a little bit of social proof but because it didn't even have anything, you know, people don't click on it, they don't engage with it. They just scroll right up. And so again, I always will say there, you know, start out with it just being a post, share it to your pages, your personal page, share it to groups You're a part of that you would normally share your posts to tag people in it right like get some engagement organically try and muster up as much organic engagement you can out of that post in the beginning. And and that's really going to be the start of kind of your journey with your Facebook ad. And so what the way that that this kind of breaks down this funnel, you want to look at it as like three sections, right, there's going to be a top of the funnel, there's going to be the middle of the funnel, and then there's going to be the bottom of the funnel. Alright, so it's just like you would imagine, right a funnel, the top end is where you're going to have the most of your activity the most people engaged. And then there it's going to get little littler and littler as it goes down that funnel until you actually have a client and possibly a closing at the very bottom of that funnel. And so at the top of the funnel though, what we're going to start with this is this is going to be completely cold audiences, right like these are people that you know, you don't even know they don't likely know you yet. You're going to start there, what you want to do at that point is you want to serve value to them for free. You don't even want to be capturing leads at this point, this is not where you're going to have like, you know, your your guide, and, you know, make them give you your email to be able to get that guide, that's not that step yet, we're still just at the top of the funnel, where literally all you're going to be doing is serving them some type of free content. That's it, right? It's something that they may be able to engage with. If you if you jump this step, if you go straight to you'll see it here in a little bit into the middle of the funnel, where you're asking for, you know, email addresses, or even more than that phone numbers, all that type of stuff, you go straight there, your cost per lead is going to be significantly higher than if you do what I'm about to tell you where you actually take the top of the funnel and then retarget to your middle of the funnel so so anyways on that top of the funnel, here's what you're doing, you're serving value for free. You're going to be able testing a lot of different ad sets. So as many as you can do, right we're going to do in this video, I'm giving you an example of how you can actually set up this funnel for $8 per day, that's $240 a month for your marketing budget. If you think that that's an alignment with what you want to spend, then you know, this is perfect for you. If you want to spend 20 $500 a month you can 10 x everything that I'm telling you today, but the way that you can actually determine, you know, a B test these different ads are you will create different what they call ad sets on Facebook. And so on Facebook, you're going to have campaign level, you're going to have the ad set level, and then you're going to have the specific ad, right, and each of those and so when we're a B testing, we're going to be testing different types of things. We're going to be testing the audience, right their interests, and, you know, we can't target some of the ways that we used to target in the past. You know, the different interests likely to move, you know, different things like that. But we can still if you, if you go into your insights on your Facebook business page, you can still see the types of people that are, what they're interested in. In addition to your page, there's a way I actually did a video way back when I'll try and find it. I'll link it on here about how you can go into the insights on your Facebook business page and see the type of people that have liked your page, you can see what other interests that they're interested in. And so you can use those interests as a separator for who you want to target with your ads. Now, keep in mind that at this top of funnel level, you're going to be as probably generalized as you can be, right? So it's probably going to be you know, male and female, you know, all age ranges because you can't even sort of by age ranges anymore, when you're doing kind of a housing add set, but you can definitely do it by interest. So like people People that might be interested in you know, particular brand here in Santa, you know, in your market, right like in san antonio, somebody that might be interested in, I don't know, something up here in stone oak, right, like a stone oak business or something like that, like I could target that type of an interest. Now, don't get too narrow, like you want your ads you want at the top of the funnel, you want to have a decent sized audience. When I say decent sized, I would say, you know, close to at least over 10 to 15,000. In that audience. If you get over a million, then you're way too generalized. But anything, you know, 10 15,000 to 50,000, I would say in your audience at that top of funnel level would be fine. I think that that's a good number. To start with. And it also depends on your budget to I mean, if you're spending 10 x what I'm telling you instead of spending $5 a day on this particular set, if you're spending 50 you're going to need a bigger audience because you're going to roll through that all Audience a lot quicker with your budget. So again, just kind of depends on a couple things there. But one of the things you can change is your interest, you can be a B testing your interest, you can be a B testing your content, right? Like what you're going to be giving to this person for free. This these potential leads for free. And you're going to be testing your ad copy, you're a B testing your headline, your A B testing your actual like words that you're using in your post, in addition to the type of content that you're using. And so you're probably wondering, what the heck is this type of content that I'm supposed to be using? Well, I'll tell you, I mean, there's a few different ones that I've used that I still try and test out. There's one that I definitely know that works the best for me, and I'll share that with you guys. But so there's a few different things. First off, you can do a click to your website type of a post, right where maybe it's a blog post, right, you created a blog post on your website, so what your ad is going to be is like Hey, these are this is the number one thing to know, when buying a home, right? Like you created a blog post, maybe it was 500 words, maybe as 800 words, and you put it on your website and your ad is the target is to get somebody to click over to that website, right, that would be your your value that you give to them, they don't have to register for it, they can literally just click over and read it. Right That would be this the an example of something that you might do in this top of funnel. The other one could be a long form post on Facebook, think of it almost as a blog post on Facebook. Okay, so instead of actually creating a blog post on your website and making somebody click over to it, instead, you actually create that same post on Facebook. What Facebook will do is they'll show a snippet of it at the very top, and then it'll say, you know, once they've read the first paragraph, or maybe paragraph and a half, it'll have a more button that they've got to click to kind of expand that post and get more information about what you're trying to share with them. Well, that's a great another example of what you can do. You could do say, for instance, the top three things to know about this neighborhood, or this zip code in your area, right, the top three things to know about seven, eight to five, eight, and then start, you know, listing them out, they're going to read number one, and then the people who are truly interested, they're probably going to click More. So they can see number two, and number three, right. And that's exactly what you want. All we're trying to get is we're trying to separate people who are just scrolling from people who actually may have an interest so that way we can retarget them in the next step. And so, one thing to keep in mind before I go too far is if you do like a blog post on your website, or you are taking somebody off of Facebook and sending them somewhere of value, that's your value, then you need to make sure there is a facebook pixel installed on wherever it is that you're sending them.
Kyle Handy 15:53
If you don't know how to set up a facebook pixel, there's definitely videos you can go you know, find out how to do that. But just realize that if you send them somewhere as for value, it's really you want to make sure who goes to that site. So you can definitely put in there a facebook pixel and see what they're doing on that site. So anyways, you don't, it's not a must, I would say I always do it on all of mine, you can target people who click on something that you put out there as far as a post goes. So you could still retarget them without knowing. But I still like to know like, you know, kind of, if you get that facebook pixel data, you can see like how long people are spending on that page, you can see if it's effective, if they're actually getting through to the page, what else they're doing, maybe you've got other things on that page that they can engage with, or you can capture a lead from on your website. Well, now you can see that didn't those details as well. So either way, you don't have to, but I would definitely recommend it's super easy to install facebook pixel sounds more intimidating than it is. But you definitely can do that. But here's the number one thing. This is what I like to do this is my number one method for top of funnel and it's to create a video ad. Right and it doesn't have to be long it's literally what you know exactly what I just told you where you could use the number one thing to know when buying a home the top three things to know about a neighborhood or zip code. Five things to do if you're if you're going to sell your home for sale by owner right? Like there's different targets different audiences that you may be wanting to target for your business. So that's another thing that you need to think about first, are you going after buyers? Are you going after sellers? Are you going after expires? Are you going after for sale by owners? Are you going after first time homebuyers are you going after a certain niche a certain area of your of your neighborhood of your market of a zip code? Like figure out what it is you're going after? Because that's going to determine what type of content you put out. But let's just say you're you're new you're going after for sale by owners right? Well start out by giving value for sale by owners. We know that most people that start out for sale by owner they don't end up selling their house for sale by owner. So It's not the worst thing in the world to give them value, build a relationship with them. And then you know, whenever something might happen 30 days later, or 45 days later, you've been the one to give them the most value, they may take your phone call, they may even reach out to you. So you just got to be strategic in your approach. But But anyways, so that would be you know, something else another type of content that you can create five things you must do if you're selling for sale by owner. The next one would be three things to expect when buying a home with a pool, or three things to expect when buying a home on acreage, five things to expect when buying a distressed property, right, it's just value, I'm just going to create a quick little video, it's probably going to be no more than three, four or five minutes, right. And it's just me explaining those different kind of aspects of what it is that that potential person might be looking for. And so once you've created that type of content, and in my opinion, video works best for this type of strategy. That's it, and you're not Putting like at the end of your video. And for more information, you know, fill out this form or whatever, you know, blah, blah, blah, blah, you don't have to do that all we're trying to do is separate the completely cold audience from those that engage with that first post, because now what we can do is we move that person down into the middle of the funnel, in the middle of the funnel, basically, at this point is where we're going to offer more value, but it's going to be at the expense of at least giving you their email address, right? Sometimes you may want to get their phone number, you know, but even email can be okay, right? Because again, this isn't going to be the end all be all step either. This is just part of our relationship building with that lead, and when we get their email address, we can start putting things into their inbox
Kyle Handy 19:46
more targeted where they're going to see it right and it's a little bit less expensive than always having to run a Facebook ad for them to see it. So that's the idea behind getting their email. And if you try and get their phone number, you may not have built an A value yet. Plus, it's always going to increase your cost per lead when you get that that phone number. But again, if you get the phone number now you can get on the phone with them potentially. And it also makes them a little bit more qualified of a lead, because they've obviously felt comfortable enough to give you that phone number. But again, it just depends, you know, where you feel comfortable in that step. Me personally at this point where I'm at, I just want the email address in the middle of the funnel. And then I'm just going to continue to build value kind of on the back end at the bottom of the funnel, which I'll kind of share with you next. And so, so anyways, now we've now we've moved into the middle of the funnel, so this is somebody who has interacted with your content, but they have not yet registered, right, like so the goal of the middle of the funnel is to get them to register. But the people we've moved our audience that's going to be in this middle of the funnel are people that have engaged with your content, but they have not yet registered. Okay, so for instance, I told you I like to do video. One of the people that the type of audience that I'll create when I'm retargeting are three second video views of people that have watched that piece of content that I created, right, so anybody who has taken the time to actually watch any part of the video over three seconds, I'm going to then retarget them. That is obviously, you know, three seconds might not sound a lot, like a lot, but it's at least going to separate the people who've just literally scrolled right past your ad from those that you know, took notice of who you are, they you know, they saw you for a little bit and they may have a little bit of interest in what you're offering. And so that's going to be my audience. Now, if you did, let's say for instance, a long form post on Facebook, you're not comfortable on video, you just want to type something out. Well, you can do that. And then all you have to do is you can create an audience for retargeting using Facebook ads, where you can take a post that you created And say I want everybody who's engaged with this post, which means when they say engaged link, click which a link click is, you know, if they clicked on more information to kind of see the rest of the post, that is a link, click that now and puts that person in the engaged audience. And so if you were doing, say, a long form, post that person, you can now retarget in the middle of funnel, if it's somebody that went to your website, same thing you can do somebody who's engaged with that post, if they clicked on the LinkedIn post, they're not going to be in that re, that engaged audience or you can even do you know, if you did set up the pixel, and maybe you have multiple sources of traffic going to whatever that free. That free content is, right? Like maybe Facebook isn't just the only top of funnel for you. Maybe you're also doing google ads, maybe you're doing things on Instagram, maybe you're doing things on LinkedIn, maybe you've got direct mail that's going out right and people aren't clicking over to whatever this place that you want to retarget them is. Well then you just use You're pixel as the trigger for that retargeting audience. And that now is going to put all of those people into the middle of a funnel, where you can now serve them. This next type of advertisement, which, what I will tell you the, there's two different ways you can do the next advertisement, I've got a preferred way, there's another way that you know, you can try out as well, not saying one is better than the other, although for me, one has been better than the other. You can either use a Facebook lead ad, which is basically an ad that keeps the lead inside of the Facebook ecosystem.
Kyle Handy 23:38
And it will ask for their email in exchange for whatever it is a value that you're going to give them in the middle of the funnel. And I'll give you a couple examples of those here in a little bit. But you can, you can do that where you keep the you do a Facebook lead and it keeps in there or you could also you know, if you're going to send them to your website, maybe you got some landing page or something like that where you know, they gotta click on Facebook to go to that landing page, enter in their information, whatever it is that is that you're going to require from them email phone number, to be able to get that whatever item of value is, you can do that as well. I have more benefit and more results, keeping the people on Facebook, if they're searching, they're doing all their stuff on Facebook already. I'm just trying to keep this entire process on Facebook. I've just had more success doing that. So again, that's where I like Personally, I like either doing the long form leader or the long form post as my top of funnel or video because again, both of those are on Facebook. I don't have to worry about setting up pixels. I don't have to worry about sending somebody off of Facebook to be able to get that retargeting audience and then for number two, I like the Facebook lead ads because again, it keeps them on Facebook. They don't you know, have that friction of going off of Facebook to get you that lead. So I like Facebook lead ads. That's obviously my preferred method for the middle of funnel But the goal, again is to get them to register for more value. So here's where you're going to take whatever it was that you started with as far as your content, you're going to dive a little bit deeper. So for instance, let's say, you know, your content example was the number one thing to know when buying a home. Well, now what middle of funnel ad is going to be, it's going to say, Hey, here's my free buyer's guide with all of the things you need to be aware of when buying a home in, you know, this market or whatever, right? But to get that now, they've got to give you their email address. Okay, so again, it's going to be a conversion ratio, if, depending on what type of content you're giving, what type of value can give you a higher conversion ratio, a lower conversion ratio, but that's something that you can test. You can figure out what do people want? What do they like? Maybe they don't want a buyer's guide. Maybe they want a list of upcoming open houses, right? You know, but I'll be honest, I've done that in the past. I don't really like that because it just takes a lot more work. You got to constantly be every week changing that list of open houses. It's just not my preferred method to give to people. Now you can do like some ID x websites, you know, some real estate websites may have the ability to sort your ID x feed by like what open houses are coming up. The other way that I used to do it too is, you know, I would have like a free list of homes, brand new homes on the market with swimming pools. On acreage, I used to do all that kind of stuff with my ID x website, because it was automatic, so I could run one ad, and it would send people to that site, and then they could register. If they wanted to continue looking at all of the properties in that list. That's just the way that my ID x feed website was set up. But even still, that created less results than keeping the lead on Facebook. So what I ended up beginning to do and what I would recommend you do if you want to kind of Keep that kind of that funnel going that way is if you want to offer a free list of open houses or free list of pool homes or something like that, as you make them register on Facebook first, right like do a Facebook lead ad make them register. And then when they register, say, Great a link has been sent to your email with where to find the list. And then you would have your ID x website already, you know, filtered for what it was that that person was looking for. So like in my case, I could go do a filter on my ID x website for homes with a pool under 300,000 that have just been on the market less than 14 days, right and then I would create that search, I would copy when I get the results page, I would copy the link for that results page. And then I would put that as my link in the email that was sent to them. I'd say here it is go to your checkout the list and it gets sent to my website, they can see all the homes. The problem becomes if you've got a website that has forced registration meaning that is requires them to register to look at more than one home. That may be a little annoying, because now they've already given you their information, you're sending them to their websites. So make sure if you're doing that type of funnel that you have forced registration turned off, or somehow you can notify your crm system that hey, this lead is already registered and it basically sets them up in an account. But I don't I've never done that, that extensive I'm sure you could probably set it up especially if you're with a KV core, a Boomtown Commission's Inc, you know, one of these bigger ones, you could probably talk with your CRM manager who helps manage your account, they could probably help you draw something up like that, but just What you don't want is somebody to register for that list. And then you send them to your list on the IDS website. And, and then it basically makes them register again, the way you can get around that but it's more manual is literally you have to then create a new list every single week that you can say Hey, here's the addresses of all of the properties, you know, that are open house this weekend or that are a pool home. The other thing though, the negative about that is you'll still send property because even if you're updating it every week, I know, at least in my market homes are getting sold every single day. So you might send them a property that just sold or went under contract a day ago. So again, that's kind of a slippery slope. I don't prefer to do it that way anymore. Although it did work the majority of the leads that I generated in the last two to three years, that's how I did it.
Kyle Handy 29:29
But so you may just experiment with that. But that's one way. The other one would be like, for instance, just giving them more value, right? Like you could create a neighborhood a zip code, Market Report, or video that you've created that goes more in depth into that particular sub market, right? Like you can be the expert on the zip code, talk about the schools, talk about taxes, talk about the shopping foods, talk about the average prices, the different neighborhoods, the most expensive neighborhoods, the least expensive neighborhoods. You know the the neighborhoods that are up and coming that have new construction the neighborhoods that have been there the longest you know, all that type of stuff, be the expert create a video that just, you know, list out all of that stuff and say look, if you want my, you know, 15 or 10 minute video about you know, this entire neighborhood, give me your email address and I'll shoot it over to you right and boom, now you got an email address, that's the middle of the funnel right there. That's the mindset you want to have for that. If you are going to for sale by owner route, you can offer a for sale by owner package at this point. This is a little bit more value than just a quick video that you had created in the top of funnel. This is something where now you're like, hey, if you like that video, if you got value out of it, if you want to get the full package that I give to for sale by owners. Here it is right and it's going to have your seller disclosure, it's going to have you know all the forms you need to be aware of, it's gonna even have you know, a write up or a couple videos in there of you know what to expect, right like fielding offers, going to have a marketing package. What you could do from marketing for for your for sale by owner, right? Give them a ton of value to you can get them to register, give give you their email. Alright, so I think we've kind of went into the middle of funnel, you know what to get at this point. So now at this point, you've at least gotten an email address for some of the people that have chosen to do that. Maybe you're you're asking for more information, but hopefully, we at least have an email address. You may not even have their full name like some of my forms. At this point, I don't even ask for their name. I literally just asked for an email address, right, I can find out their name later. And when you start to see kind of my strategy, I think, especially for the bottom of the funnel, you'll understand why I think even just getting an email address can be so powerful, because here's what I used to do. And I just don't have the manpower today to do it anymore. And this is what's led me to get to where I'm where I'm at today with my my Facebook ad strategy is I used to try and get phone numbers and then I would want to outbound prospect, you know, all the time and try and Figure out who I could start to work with as a client. And that takes a ton of time plus it takes, you get less leads, because the ones that are going to fill out, you know, their name, their email and their phone number, there's less of them. Whereas again, if I just build relationship through content, through, you know, showing up in front of them as much as possible, consistently over time, I will then have people reach out to me and connect with me. And it takes less time for me to actually go out there and outbound prospect, even though again, you know, somebody that just might fill out their email is probably less qualified, right? And right in the beginning, that's fine. I'm not worried about that. I'm just trying to build a big, big, big list that I can provide a ton of value in, and then have those people reach out to me in the bottom of the funnel. And so that's kind of where we're at. Now, the next part, the bottom of the funnel is somebody who has registered but they have not yet purchased from you. Right? So they've given you that email address, whatever it is that you've asked for, but they have not yet purchased. Well, you can actually retarget this segment now to. So you can send them specific posts and advertisements on on Facebook that that is different than what your middle of the funnel is getting. So now somebody who has given you their email, essentially what I like to do at this point is create kind of a series of posts that this person is now going to see and receive, they're going to get it through their email, because they've already given me their email, and they're going to get it through Facebook, because now I can retarget them on Facebook. And so something that I would be doing at this point is telling them a story about myself, you know, telling them, you know, testimonials of buyers that I've worked with, I'm going to be giving them any sort of value that I can give them that not only helps them but it also shows my expertise and my experience as being a real estate agent.
Kyle Handy 33:58
And so that's where you Want to build that series and might be a series of five to 10 posts, but you can set that up in your Facebook campaigns to go out in kind of a predetermined time. And so now those posts just because again, I want to make sure I'm clear, I'd mentioned in the beginning top of funnel, those ones, you're putting posts as your page and you're trying to get organic engagement behind them before you actually start to promote them. These posts and even your middle of the funnel posts, you are not going to make as post on your page, you're going to set it up straight as an ad. So I forget there's an actual terminology for it. I forget if it's like dark post or a black post or something like that. But it's literally where you don't make it visible on your page. It's only visible as part of that ad series that's going out. And so that is how you would set that up and you can do it through your ad ad manager campaign. And so again, it could just be a series of videos you know, you can Shoot five videos in a day just you know five different topics about buyers about for sale by owners about sellers if you're trying to get seller leads, like all whatever it is your audiences, again what what is the most valuable thing to them and just break it up into a series of five different videos or posts and just have that go out, you know, once a week or once every two weeks to those people so they see you showing up. And what you're going to do at the end of those videos, is you're going to have a call to action at that point to reach out to you it can be Hey, send me an email if you would like to set up you know, a meeting and discuss talking. Give me a phone call. If you'd like to set up a time to you know, to chat. Here's my calendly link book an appointment with me. So we can you know, do a buyer buyer presentation or buyer appointment or whatever you want to call it right? Like you have different calls to actions but they can all be where the lead is setting up something with you and so, so anyways, that's kind of my bottom of the funnel at that point. And again, I keep it all on Facebook except for you know, kind of if they have to set up their, you know, deal on calendly with you for a demo, that's what I use, I use calendly ca LL. E n dly.com calendly.com it's a great way that you can literally just create a link and and have somebody click on it, it'll links up to your your Gmail calendar, so you can see like, what times are available, what times are not. And so right from, you know, one click, they can exactly see what your schedule is. And I literally will get appointments just booked without me ever having met the person without me ever having known the person. You can also you know, your call to action could also just be something as simple as send me a message. If you know you have any questions and would just you know, like a little bit more guidance or advice, right? Because again, you're just building value and just imagine if you've done all of this stuff at this point and somebody sends you a message I mean, that's as good as a lead, right? I mean, that's a solid, solid lead.
Kyle Handy 37:06
That's somebody that you know, they trust you, you can now start to build a, even if it's on just Facebook Messenger, you haven't spoken to them, you can start to really nurture that relationship and find out what their, their details are. And so what I do, and just, you know, as far as like tracking all of this, is, I actually don't even at this point keep a CRM system for, I call them inquiries, right? So I used to think of everybody as a lead is going into a little bit of mindset behind lead generation, but I used to think of everybody that would fill out a form you know, give me their email or give me their phone number as a lead in and quite honestly that almost to me, it hurt me more than it helped me. Because then I was doing I was spending so much time trying to filter through all these people when really they weren't even a lead yet. They were in inquiry. You know, who knows what it could be. And I would just go down rabbit holes with all of them. And I wasn't the most effective use of my time. Whereas now what I do is again, once somebody has reached out to me, like whether it's calendly whether it's a Facebook message or you know, they've sent me an email they've called me now that person goes into my CRM as a an actual lead everybody else like if they just sign up and they give me their email address, they go into my email autoresponder which I use a Weber they go into my email autoresponder and they get, you know, dripped on and followed up with an a Weber but I don't even know that person still I don't have their name. I don't have any details about them. Like I don't even know who they are at all like it's just another name that gets added into my a Weber autoresponder and so it's essentially still not even a lead. So that was a big kind of, you know, understanding that I had to come with in the beginning and so, at this point, now, I'm more focused, I can help the people that truly need it, and I can do it at scale and because That I think that that helps a lot of us. Because in the old time, you know, two, three years ago, what I say old time, it's two, three years ago, what I used to do is I thought, wow, I'm getting so many leads that now at this point, what I need to do to nurture them is I gotta go out and get a team, right? I gotta go get buyers agents so they can call and prospect and do all this stuff with these leads. And then I'm giving up, you know, 50 60% of the deal. And I'm still spending the money on the marketing in the first place. So I mean, it's not very profitable. Whereas for this type of funnel that I'm doing now, I can stay as an individual agent or maybe just get a showing assistant or maybe if I really need to get one buyer's agent, because I'm not having to go through and prospect all of these, you know, inquiries, as I was in the past, I'm truly just, you know, going a little further a little deeper in the funnel, building more and more value over time, through scale, and it saves me all of the headache of growing a team all of the pressure Growing a team. And again, it in my opinion just kind of works with what I'm trying to do in my business a little bit better. I'm not at the point where I want to be making, you know, 60 phone calls a day 100 phone calls a day, like I just don't want to do that. And so I would again rather build immense amounts of value to as many people as possible and then have them set up something with me or at least raise their hand to be a little bit more interested than a cold call essentially, still, I know that I used to justify, you know, when I would get a phone number as well you know, now they're warm and maybe they are a little warmer right than a true phone a cold call if you're calling from the Yellow Pages, but still most of those people they didn't want to talk to me at that point. You know, I really hadn't built any value all I was doing at that point, I wasn't even doing a top of funnel I was doing what I said not to do and just sending middle of the funnel ads right from the get go and and then calling those people you know, as soon as they gave me their information, you know speed to lead calm within five minutes. Like that's what I was doing. Those people didn't want to hear from me right then and so most of them didn't And but now at this point, you're going to cut your cost of lead down because if you try and do Facebook lead ads, like that middle of funnel step at the top before you've even kind of you know filtered out people that may or may not be interested, that lead cost is going to be so so high. Whereas if you're retargeting in middle of the funnel, the people that have raised their hand or done something in the beginning to show some type of engagement, that retargeting cost is significantly lower so that Facebook lead cost is significantly lower. So that's how in 2020, you can actually keep your cost per lead down to where it needs to be to make this a profitable deal for you.
Kyle Handy 41:42
Even though a lot of those kind of targeting interests are not available to us anymore on Facebook, so I hope that was helpful guys, that's that's pretty much it. Again, I think you have gotten a lot of good messages looks like already about people interested in the full training. You can tell them obviously very passionate about Facebook ads You know, I do tend to kind of geek out about that. So that would be a first good first course for me, I enjoy doing that. And so be on the lookout, it'll probably take me a while to kind of come out with it. But if it's something you're interested in, you're watching this even if you're watching it on the replay, put in the comments, just let me know, if again, under 100 bucks, this would be you know, worthwhile value for you to actually not just hear it like you heard it today. But see it step by step kind of produced, broken down into the different sections, get all the ad copy, get examples of what I'm doing for videos, and how to link it up with these different, you know, email autoresponders like Aweber how to get it, you know, a lead into your CRM, and all that type of stuff. But you know, going into details about that. So I think that would be the first helpful thing that I could do that will help you know, a lot of people lead generate for 2020. And, and I would love to be able to give back in that way. So cool. Well, let me jump into the the different questions here. All right. And what Let's see. Oh, whoops. I just realized if you guys are listening to this or if you were on on YouTube sorry, but it looks like I didn't hit the go live button. So even though I'm getting chats and I'm seeing everybody here today, it is just on Facebook right now. So if you're watching on Facebook Hello, if you're on YouTube, I will be putting up the video here shortly for everybody. So sorry about that. Alright, let's see here. I'm going to just type a little message Sorry guys. We got to button to go live. There's like 20 steps that I've got to do to go live on Facebook and YouTube and get my broadcasting software up and I guess every now and then you forget to do one step so I need a little checklist to make sure like a pilots checklist before I go but forgot to hit the go live button. I will add video shortly. There we go. Alright, but if you guys are watching on Facebook, you guys got the full deal. Appreciate you being here. Let me jump over to Facebook and see what I've missed. All right, we got a lot of people I'm in we got some shares. Thanks, Tammy. Appreciate that great info. Awesome. Let's see 13 comments what do we got here? All right. Cool. Any questions? Guys? What else do you guys I know you guys probably gonna have some questions here. See you post
Kyle Handy 44:36
all right. mastermind Good morning. I'm in I'm in good stuff. Thanks, Tom. Good to see you. Great info. Cool. Yeah. How What do you do to get seller leads? Great question Jr. So Jr. To answer that, again. You know, it's one of those things. I mean, you want to still use the same framework that we talked about top of funnel You got to think you know, what our sellers most interested in most of them, you know, they're interested in information, right, especially if they're first time seller, they've never sold a house before, they don't know what to expect. They're interested in the valuation on their property, which again, you know, I would kind of hold that back for at least middle of funnel or even bottom of the funnel as far as the valuation of their specific property, but you know, in the top of the funnel, you could be answering things all related to like, hey, these are what you need to expect when selling your home in today's market, you could be giving them information at in general, like maybe middle of the funnel will be like, Hey, you know, if you'd like to know market information for this particular neighborhood, which is maybe the neighborhood the sellers in, click here, while I you know, detail all of the comps in this neighborhood for the last six months. And it's basically just a video of you doing a market analysis over a net neighborhood in general, that's something that people would want, right? And then your bottom of funnel would be if you specifically want the value on your property, custom Because here's the thing, I think sellers today they're smart enough to know that they, there's, there's automated valuations out there, right? Like there's, you know, when most of time they put their information to a website, it's going to be automated. Will you tell them specifically Hey, I'm going to give you a specific CMA to your property customized that I'm going to do. That's your bottom of funnel, right? If you you know, do this, if you set up a time with me, if you Whatever, whatever, and I'm going to even experiment this year, because it's a good question you asked that is, is doing CMA is doing kind of market reports on a zoom call. So literally one of my final bottom of funnel call to actions, because a lot of times I mean, you know, I'll go out to people's property, all they really want to know is like, what's it worth and all that kind of stuff? Well, for the most part, I can tell people before I even go out there a pretty close range of what it's going to be and then they can make the determination factor of like, how nice their houses because I may not be able to see the inside of it or what they've done, but based on how nice it is. What their range would be. So for instance, I could jump on a zoom call with somebody, which is a video call where I can share my screen, I can share the comps with them, I can show them what has sold in the last six months without ever having to drive out to their home. And so if I can do you know, 234 of those a day, you could just imagine, I mean, that's going to be a ton of business moving forward, and I've never had to leave my house unless that person specific says, Hey, you know what, that sounds great. I'm sure I'll probably plug a couple different things that I'll do marketing wise for them to kind of help out and then I'll say look, the next step would be me going out there and actually actually looking at your property and making sure of you know for sure number for you. And you know, giving you some advice on what I think would be best to stage it get it ready for sale. If that's something you're ready to take on then let's do it, let's book it right. But you can do a bunch of valuations which a lot of people want through zoom right, just doing it virtually and sharing the screen with them CMA, you know, showing them profit is the actual pictures of the properties that have sold so they can kind of get an idea in their mind what the homes have looked like that had sold, right? Like what type of condition they need to be in all that good stuff. So that would be a good example I would give you as a something you can do there. All right, let's see here, what else we got? All right. I offer steps or an outline of the process. That's perfect. Yeah, absolutely. Like maybe you've got a document, maybe you've got a video of you talking about that. You know, maybe it's an audio mp3, right? Like it could be any of those types of things. And I would just be curious to know if that is maybe your step number two, if that's maybe your you know, step number three, if that's step number one, but you know, just depends like because, again, where you place those types of Giveaways matters, too, right? Like just give them a good amount of value in step one in the top of funnel, give them more value in step two, and give them the most value in step three. That's kind of how to look at that. So Yeah, zoom CMA that's absolutely at Jr. Just imagine that, you know, I mean, one of your call to actions is hey, you know, no no obligation note you know you don't have to use me but I'm going to sit down for 15 minutes with you and I'm going to share with you the actual details of your house and what I think it would go for in your neighborhood via zoom. You know, you don't even have to have them come to your house, boom. I mean, how many people can you get to sign up for that? If you have an ad running and it's targeted to the people that have already interacted with you?
Kyle Handy 49:25
So awesome. Alright guys, well, cool. Hey, we're going to wrap it up at 950. I've got to get this thing posted on YouTube since I messed up and didn't didn't go live there on YouTube. I'm I feel bad for those watching on YouTube. And so but if you're on Facebook, thanks again. I will chat with you guys later. If you got questions, feel free to hit me up in the messages. But always appreciate you guys watching and chiming in. So we'll talk to you guys later. Have a great week. Bye.