I belong to a few different real estate groups on Facebook and there is one question that gets asked over and over. It is “why am I not getting any leads from my Facebook ads?”
I get it. I have run a few Facebook ads that have not converted at all. Now there could be a lot of reasons why you aren’t seeing conversions from Facebook. It could be the time of day you are running the ads. It could be your ad budget or your group targeting might be off. It’s hard to know without digging down deeper into your ad.
Before examining those issues I would first take a look at common mistakes that are hurting your Facebook ad conversions. Check out the following five mistakes to see if they are hurting you before you even post your ad.
1. Bad Boosting
Facebook has a nice “boost post” button next to every post you do on your business page. I don’t know about you but I find this button really addicting! It doesn’t help that Facebook will show your post as an ad and tell you that it is your best performing post. For awhile there I would always boost my posts when I saw that ad. Funny, here’s an ad enticing me to make an ad of my own copy. The head honchos at Facebook sure know what they are doing!
But every time I boosted a post I did not receive any traffic to my website. It was frustrating! Through research I learned that boosting your post is one of the worst things you can do to convert leads. It doesn’t hit the right targets like using the Facebook Power Editor does. Do yourself a favor and stop boosting your posts. Get to know Facebook’s Power Editor and find your target audience for your ads.
2. Bad Ad
A bad Facebook ad will do more than not convert leads. It will either make people laugh or irritate them. Neither are good choices! I think it is important to remember why people are on Facebook. They are on Facebook to see what their friends are doing. They are looking at funny videos and cute pictures. They are reading articles.
Facebook is all about engaging and that is important to remember when creating your ads. People don’t want to be sold through your ads. They want to get more information. They want to learn more. Create an ad that answers a burning question that your niche is asking. Catch their attention by showing them you want to help them solve their problem.
3. Bad Landing Page
The next reason you aren’t converting your Facebook ad traffic is because you have a bad landing page. Or worse you don’t have a landing page at all. If you are sending your traffic back to the home page of your website you will never convert a lead. There are too many things for them to look at on your website. The chance of them sticking around and filling out your form are less than 1%. Those are terrible odds!
Make sure you have a custom landing page for each niche that you are marketing to on Facebook. A landing page that gives them the benefits of your opt-in offer. A page that gives your lead only one choice and that is to fill out your email opt-in form. If you want to convert leads from your Facebook ads you must have a landing page will convert those leads for you.
4. Bad Opt-in Offer
Along with a good ad and a good landing page you must have a good opt-in offer. Your opt-in offer has to be so great that someone would be willing to pay for it. Part of creating a good ad is creating an opt-in offer that people are going to want access to. Opt-in offers like “free CMA” or “market stats” are not opt-in offers that people want. People want information on how to buy and sell real estate. They want information that is specific to their real estate situation.
A good opt-in offer comes from knowing your target market and their problems. It comes from knowing what it is that they want to know about real estate. Once you have that information you can create an opt-in offer that will generate hundreds of leads! A bonus is you will stand out from other agents who are offering the same, tired old opt-in offers that don’t work!
5. Bad Autoresponders
In marketing it takes more than one touch to convert a prospect into a client. This is true in online marketing too. You can’t put up a Facebook ad, throw up a landing page and get a new client from one initial email. It takes consistent follow-up to make that happen.
The best way to do this is with a series of autoresponder emails. Autoresponder emails are emails that are sent over a period of time to a new email lead. The goal of each email is to educate the lead with more information about real estate. Ideas include checklists, case studies or other educational pieces. If you can do this using videos that’s even better! Email autoresponders show your lead that you know a lot of information about their problem. It shows you are the person to help them with their real estate needs. This kind of follow up is how you convert an email lead into a new client.
Facebook ads are not easy to master. Before you begin you have to make sure you have all the pieces of the puzzle working together. If you don’t have a good ad or a way to convert your lead into a client you will not generate business through Facebook ads. Create a well thought out plan that takes your lead from Facebook ad to conversion. Do it right and you will be thrilled with the results!
What has been your experience with Facebook ads? Are you converting leads into clients using Facebook or are you struggling with this? Please share your thoughts in the comments below! Thank you for commenting!