Re: June Vyral Advertising Update
I want to write you an update this week with what’s working with Facebook advertising. It’s an extra $500 plus ad spend, month-to-month, with a 30-day money back guarantee we can drive leads to your business who actually hire you or we give you the entire management fee back.
We have about 40 clients running Facebook ads with us, which is great – it gives us a lot of information and ability to test various messages to find out what’s working to give you a warm list of people to call.
I wrote this message to our advertising clients last week. I spent 30 days with Lindsay, one of our advertising managers, in San Diego last month to find out what ads are consistently working on Facebook.
Here are the best ads for real estate:
- Promote your listing to the neighborhood
- Promoting homes for sale in a zip code to that zip code
- Offering a free home value report to homeowners
Our best advertising clients, like Vyral Client Marti Hampton, make advertising a “value-add” to every client since it helps sell the home by attracting buyers in a way most agents don’t know how to do.
This is, by far, the best way to use Facebook advertising in real estate since it adds value for your client.
Watch the Google Hangout I hosted with Marti last week – we talk about Facebook advertising in addition to her database marketing results. She sold 425 homes last year and is the #5 real estate agent at ReMax.
I’m holding a webinar with Chris Tamm, the CEO of Firepoint, on the best Google Adwords campaigns working in real estate next week.
NOTE: I walk a delicate line sharing advertising results when you must first focus on building your database, sending out two great videos a month, and calling the people who watch your videos. Do not worry - next week I’ll share the top performing video topics working right now. We publish the top performing video topics every Saturday in our weekly Vyral marketing e-newsletter, too.
I asked our advertising managers to pick two of the best Facebook campaigns that worked in June in addition to the 3 core advertising campaigns we recommend for real estate.
Check this out:
Campaign #1: Real Estate Agent Recruiting
Vyral Client Tom Daves wanted to recruit new real estate professionals to his team. We invested $191.61 into Facebook for 21 days, generated 1,517 clicks, and drove 15 qualified people to a group interview.
We ran an ad with an offer to take a DISC personality assessment.
The Landing Page
The ad drives people to a landing page where we ask for their email address and phone number. The “thank you” page sends them to the DISC assessment and they are asked to email the assessment results to him. Setting up the offer this way allowed us to set up the landing page fast. Tom followed up with everyone who put their email and phone number into the form with a group interview invite.
We ran this ad to a large and very general audience – basically every who lived within 25 miles of Tom’s office between the ages 23 and 40.
Within 21 days, with a $10 per day max budget, we were able to reach almost 21,000 people and the ad received over 1,500 clicks to the landing page.
Tom called us and said he was receiving “at least 3” applicants every day. He plans on hiring at least one of the applicants directly from this ad who attended the group interview.
Campaign #2: “Coming Soon” Listings
Vyral Client “Handy” Andy Mulholland wanted to offer a list of coming soon properties to potential buyers in return for their contact information. We invested $301.87 into Facebook for 15 days and generated 31 leads, arriving at about $10 a lead.
Inventory is tight in his market. Everyone wants access to homes “before” they hit the market.
We asked for their name, phone, email and these three important qualification questions:
1. Have you been pre-approved for a mortgage?
2. What is your time frame for buying?
3. Do you have a home to sell before you buy?
We targeted everyone who lives in a 20-mile radius around Rochester to two audiences. We first targeted everyone in Andy’s email database and all his website visitors. The second group is a “lookalike audience” based on Andy’s databases and website visitors. Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar to people already in your database or who have visited your websites. In both audiences we included detailed targeting of people who are likely to move, homeowners and people who own a condo or single home.
In 15 days, we reached 21,062 people at about $.48 a click. After investing $301.87, we brought 631 clicks to the landing page and captured 31 leads at about $10 a lead.
Andy received 31 leads in 15 days and we are still waiting to hear back from Andy’s team about qualified leads put into their pipeline or appointments set.
So that’s it for this week – I hope you enjoyed the advertising update! If you hire an advertising manager, you want reports in this format to track results for every campaign. Next week we’re going to talk about two great July video topics for your real estate database. I’ll give you the headline, the teaser copy, and the bullet points to bring up in your videos. Until then, have a great weekend and I’ll visit with you next week.
Frank Klesitz, CEO