Let’s be brutally honest here: Facebook seller leads aren’t great, and that’s because there's zero search intent; the quality of the lead is rarely ever high, but the lead volume is solid. This approach is juxtaposed with pay-per-click, which is when someone hops on Google and types in “What’s my home worth,” and gets greeted with ads at the top of their search results. The difference, of course, is that the seller is actively searching for information you can provide.
With all that being said, you should know about the three main types of Facebook ads used to generate seller leads. At the very top of the funnel you have calls-to-action that will sound something like, “Click here to find out what your home is worth. Property values are up and a shortage of inventory is driving the market. Are you curious about your home’s value in today’s market?”
The middle of funnel consists of messaging along the lines of, “Sign up for our seller seminar. We’ll be hosting a workshop to teach sellers about all of their options. We’ll run the gamut, from how to handle the lowball investor offer, the iBuyer offer, and the full listing.” The content from that workshop can easily be turned into a book or a multi-level course—it’s your informational product.
Finally, at the bottom of the funnel, you have that good ol’, brass-tax messaging: “Would you like an offer on your house? If you want to sell, let me know.” Compared to someone who attends a workshop or follows links to a home valuation tool, you’d probably pay a little more to find the person who enters in their information and says, “Yes, I do want to sell my home now!”
After all, that’s why it’s called a funnel; there’s a lot of people at the top (cheaper, lower quality leads), fewer people in the middle (leads with longer nurture time), and fewer still at the bottom (higher quality, ready-to-act leads).
The most valuable audiences you have for each level of messaging will be:
- The people who have recently visited your website
- The people who have watched any of your videos on Facebook
- The people who have engaged with any one of your Facebook ads
- All the contacts in your database (exporting these to Facebook is something we do for you here at Vyral)
So, what you’ll do is target all of these people with one Facebook ad campaign, and I recommend you start with some sort of guaranteed offer or easy offer message. However, before you pay Facebook to push a link to your direct offer landing page (which will be created by you or someone you hire), test that same bottom-of-the-funnel message on your list first; that will spike responses to the landing page for next to nothing.
As always, reach out to us if you have any questions on this or other database marketing topics. We’re here to help you succeed by making the smart plays.