How Real Estate Agents Are Actually Getting Leads On Facebook

Tyler Zey
Tyler Zey
Jul 25, 2017 · 3 min read

The reality of Facebook marketing is:

Facebook is one of the single most important marketing channels available to real estate agents today.

Thing is:

Some agents are still in the dark about how to use Facebook in a way that isn’t a total time-sink, and about how to use it to actually grow your business.

So here are some Dos and Dont’s of using Facebook to get leads as a real estate agent:

DON’T…

Spend time manually creating posts and sharing content to your business page. This is a low-value activity that can be automated with tools like Zapier or IFTTT.

You can connect the RSS feed of your site and setup any content you generate to automatically post to Facebook, Twitter, and any other social media channels you’re on.

DON’T…

Boost your posts.

When you hear agents talking about successfully generating leads with Facebook ads, they are not talking about boosting posts. When you boost a post, Facebook restricts you to optimizing for social engagement and traffic only.

YES — It’s easier than going into the ads manager and building an ad. But “easy” is a 2-way street. The boost option is setup to be easy for you to spend money on “Facebook Advertising” and easy for Facebook to take as much of your money as possible.

Boosting dramatically limits your optimization and targeting options.

Don’t do it.

If you’re doing it, stop doing it.

DO…

Setup ads in the Facebook Ads Manager using the “Conversion” or “Lead Generation” objectives.

As a real estate agent, your primary goal on Facebook should be getting leads. By using conversion or lead generation ads on Facebook, you’re telling Facebook to optimize your ads to get leads.

To get people to hand over their name/email/phone number in exchange for some kind of valuable information…

Not to get likes, shares, comments, or clicks.

DO…

Send your leads to a specific landing page (not to your homepage). If you don’t have a website that offers landing pages, go with Facebook’s lead generation ads, which are basically a landing page within Facebook.

If you send people from your ad to your homepage, they’re going to click around and leave.

If you send people to a landing page that makes a valuable offer (more on this below), your visitors are faced with a single YES or NO decision. Opt in to get the value… Or leave.

And if you’re offering something truly valuable, people who are interested in buying or selling will opt-in, and you can then followup with them.

DO…

Offer something truly valuable. This seems like common sense, but we see a lot of agents run ads saying things like:

“Browse all the homes in the Albuquerque area! Sign Up Now!”

If people just want to browse “all the homes” in a certain area, they can go to Zillow and do that without opting into your form. And they know it.

It’s always better to target a more specific niche.

For example, one of the ads we’ve seen be effective on Facebook is offering a complete list of single-level homes to Boomer homeowners who are likely to move. You can easily target homeowners over 50 years old who are likely to move.

And, Finally, DON’T…

Wait.

Do. Not. Wait.

Many are calling this “The Golden Age of Facebook Ads,” much like the golden age of Google Adwords before it.

We coach hundreds of agents every week and we’re already seeing increases in average cost per click / cost per lead on Facebook in many markets across the U.S.

Generating leads on Facebook at such an affordable cost per lead isn’t going to last forever.

Even if you’re working with a smaller budget, you can still get in the game and start generating leads.

Hope this helps!

Tyler Zey

Written by

Tyler Zey

I write awesome real estate marketing tips @ Easy Agent Pro. Hobbies: Coffee, Clarinet, Classical Music

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