The Biggest Mistakes Realtors Make With Lead Generation Ads
1. No Lead Magnet Or Value Offer
Lead magnets are what we call the “hook” or “bait”, it’s what you offer to your prospects in return for their contact information. Many ads out there, do not offer anything of value or in return for their contact information, this often leads to 2 big problems: No leads and higher cost per lead.
If you are trying to increase the amount of leads you get and decrease your cost per lead, then offer something of value in exchange for their contact information. If they give it to you, then may be interested in talking with you. It’s all about positioning!
Examples of lead magnets that work: A list of homes that are below market value within your area
2. Poor Ad Copy Writing
Copying and pasting your listing information (x bedrooms, etc.) or just posting your contact information is not going to cut it. Why? Because it is not solving a problem or addressing any of their actual desires, so they will just skip your ad and move on. This may AGAIN create a big problem for you: no leads or higher cost per lead. When writing your ad copy you can try and incorporate some the items below to ensure that your message is consistent and addresses their desires:
- Call out your audience and interrupt their pattern:
For example: ‼️ Attention: Toronto Home Buyers ‼️
- Address their pain-points or desires:
Their biggest desire is a beautiful home and their biggest pain-point, whether we like it or not is PRICE. Yes, PRICE! People are trying to save money.
Your ads must offer a solution to their problem, for example: If you are advertising a homes list that is below market value, you can incorporate that into your ad copy
- Have a clear call to action:
It’s easy, tell people what you would like them to do. Example: “Click on “Learn More” to get access to your FREE list of homes”
3. Your Ad Creative Should Be More “Creative”
I’ve seen these ads a thousand times: A picture or video of the agent advertising their contact info, letting people know that if they need to buy or sell they can contact them.
If you are reaching out to a cold audience (someone that has never heard of you), the chances of them taking action on your ads are very slim.
Bottom line: People are looking for homes, so why not use beautiful pictures of homes? TRUST ME, IT WORKS.
This is what they are looking for, and when you combine this with the right copy writing, you will start seeing improvements in lead volume, cost and quality.
4. Expecting Results Without Testing
Sometimes you may think that you have the best ad and copy and as soon as you don’t get results, you get disappointed and start wondering what went wrong.
Testing different variations of your ads can help you understand what your target audience is more likely to react to.
You need to test at least these two things, your target audience and creative:
1. Target Audience:
If you are using Facebook, you know that their algorithm is amazing but trusting their algorithm 100% of the times may not always work. Instead, create a few different audiences and run your ads against them. Such as: Real Estate Interest, Wide Open (no selection) or run it against your own database by creating a custom audience.
2. Ad Creative
Test a few variations of your ads, such as images and copy. For example: You can test 2 different ads per target audience and let them run for a few days. Once you have the winner (the one with best results), you can put all your money on that ad to get you the most leads for the best cost.
5. Poor Follow-up Skills
You put all the work, invested in advertising and started to get leads, that’s amazing.
But you have not made any time to contact them and the lead has been sitting there for hours or days.
This is damaging in a few ways:
1. People expect you to follow-up, this is why they gave you their contact information. By not taking action, you are letting them know that you are not serious and it may impact your brand’s value and perception negatively.
2. You are wasting your money. Yes, just like that … Most people sign with the first realtor they meet with, so if you think that yours was the only ad they’ve seen, well you are wrong. If you do not contact your lead, you may saying no to thousands of dollars. Follow-up right away and stay on top of your leads they convert. IT’S THAT SIMPLE!
If you need tips about running the best lead generation ads on Facebook or need someone to run them for you, contact us and you will get a FREE consultation.