Empower Your Real Estate Business with a Lead Generation Conversion Funnel for Real Estate

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what's up guys is mike chard welcome back to another video and today i'm honestly really excited and kind of surprised that i'm making this I just finished creating a full overview for some of my private clients of exactly how we do our lead generation strategies because yes a lot of real estate agents team leads brokerages and developers hire my team to run their lead generation ads for them but I work with a lot of clients and I coach a lot of clients that want to know so that they can do this themselves and have the highest converting lead generation ads available today so I just finished a 30 minute tutorial explaining how to properly run very high converting lead generation ads in 2020 with the special ad category with the housing category and everything like that and how most real estate agents do it which is completely wrong so I decided since I actually created all of this and went to the time of doing so I wanted to share with you an understanding of where most real estate agents go wrong and how to properly run lead generation ads if you want access to this 30 minute private video that I usually just send my coaching clients just comment below and I'll send you a link to this video you can take 30 minutes and truly go from not really understanding Facebook ads to truly understanding how to get very high converting ads but without further ado let's get into this video and explain how to properly run facebook lead generation in 2020 before it gets started all that I'm gonna ask again it took me way too long to draw this out but if you could please just smash that like button give me one of these it would mean the world to me and again drop a comment if you want to give this video in depth but I'll go through an understanding of it in this video just so you have some context so let's get into it basically generation 2020 know where the most real estate agents go wrong let me break it down for you they start with lead generation as the marketing objective now that's not terribly wrong but I'm going to explain where they go wrong from here they do one ad set one creative so they create basically one campaign with one ad set what is an ad set if you don't understand that an ad set is basically one targeting option so that's like one location I know because it's a special ad category for housing you can no longer adjust the age and gender but that's also one set of detailed targeting then one set of placements as well as one budget so that's one ad set combined those are called an ad set they also choose one creative now we've created is your image your text and the link so it's the last thing you do in creating your ad so it could be one photo one video one carousel and then one form of copy okay and then they run that ad now what's the problem with that the problem mainly is let's take a look at this over here so this is the consumer behavior funnel top of funnel minimal funnel bottom of funnel pull the audience's that have never heard of you before warm audiences and of course you've warmed up and have become familiar with you as we all know with social media marketing whether it be social media marketing or digital marketing you want to build up the light know and trust factor so like mode Trust okay cold audience never heard of you warm audience starting to become familiar for you hot audience ready to buy seller and fest these are people that are ready to go under contract and work with you the problem with real estate agents in most cases in terms of lead generation is they go straight to middle of funnel and what that does is they haven't warm them up but the bigger problem is the fact that even though they're just going to middle a funnel they're expecting a bottom of funnel reactions so they're going to lead generation and expecting people that are ready to buy sell or invest right now without having warmed them up so let me give you an example of what that would be like that would be like walking to the mall seeing an attractive guy or girl walking up to them and asking them to marry you that probably wasn't gonna work very well because you haven't warmed them up you haven't started talking to them maybe compliment them a little bit take them on a couple dates go on some trips start to get to know each other and maybe one day you know they will work with you buy sell or invest with you or marry you now that's a big problem also because primarily the fact then you're only getting one touch point a lot of these agents and also unfortunately a lot of the most popular lead generation sites out there if you Google though I'm not going to see any names only get one touch one because they're constantly running these ads to a cold audience so they're only getting cold audience traffic expecting bottom of funnel reactions and using middle of funnel targeting so now you can see where there's some misalignment here also the fact that most agents are sending them to a website okay now what's wrong with the website the biggest problem with the website is that people have multiple decisions to make if you go on somebody's website you've got listings to view you've got the Abell page you've got maybe a blog over here you've got a community site and people go through analysis paralysis if you give people too many choices and make no decisions and unfortunately a lot of people are selling their leads to a website even after yes maybe you've gotten the Facebook built-in lead generation forms but I'll explain where that goes wrong in a second here so stay tuned to that but anyways this is ultimately where a lot of real estate agents go wrong they're going straight to lead generation they're only trying to one ad set one creative someone campaign they're getting one touch point and then they're expecting that so now let me take a couple seconds to explain how to properly do lead generation ads and again in the thirty minute video this is going to go into depth and I'm gonna give you very specific examples of how to do all of this how to properly do lead generation we've got top of funnel middle if I don't bottom up on top of funnel stuff that we like to start with especially right now during the current scenario that we're in we're not a lot of people or maybe not as many people are buying selling or investing you want to actually back off the lead generation and focus on your top of funnel why is that the case that's the case because during this time we don't know how long it's gonna last but let's say it lasts two four six months and activities a bit slower it's one of the best times to build brand awareness become top of mine remain top of mine and warm up a large cold audience that's never heard of you before a lot of agents right now aren't spending any money on Facebook Ads but this is the best time to be doing so because of the fact that a lot of big companies are no longer spending money on Facebook gadgets but you if you were previously spending $10 a day on Facebook ads which wasn't going very far versus coca-cola's million dollars a day ultimately now because a lot of these big companies are no longer spending big budgets on marketing because of what's going on with markets and the stocks and the whole shebang your $10 suddenly goes a little bit further and also attention is up the stat that came out this week was the average mobile users attention is up 80% because everybody is you know sitting at home browsing scrolling which means your dollar goes further attentions higher amazing opportunity for you to start going deep into brand awareness not lead generation as much brand awareness top of funnel cold audience okay never heard of you before we want to make sure they get to know you so what would you do here you want to start with value-added content so this could be videos like market updates or how the current situation is affecting your real estate market from a buyer sellers investors perspective it could be a community highlights a local business interview or anything like that something that you know Gary Vaynerchuk Jab Jab Jab right hook something to give for free to your audience to help them become familiar with you so that's what you want to start with cold audience value added content use video views as the marketing objective and then you want to warm the audience up in the 30 minute video I explained the power of video views of why specifically want to use that for retargeting reasons but again comment below and I'll give you that video to give you some more answers now after you've warmed people up with the cold audience attraction now you can go to your lead generation ads now again typically what we like to do for our clients whether they're doing it or our team's doing it for them is testing sixteen different ads so for ad sets for creative we test and optimize you want to make sure that your split testing finding of what creatives work best as well as long-form copies short form copy videos carousel photos different targeting demographics all kinds of stuff again I explained it but you want to make sure that you're testing so that you can find the best ad I've run so many ads before that I thought we're going to convert very high and split tested it against something that I was just trying to dabble with and the one that I thought wouldn't get very good results actually converted higher than the one I put a lot more effort into that I thought would be amazing so the data speaks for itself you want to make sure that your split testing your content so that you can see based on analytics and prove that you validated which one works the best now after that again instead of driving to a web site you want to drive to an optimized branded funnel with a funnel they only have one decision to make which is to input two contact information as well as the fact that it creates a better user experience simply because of the fact that it's branded it's unique it's different it's not the typical Facebook leap form that people are used to and they know that they're gonna get sold or call they're solicited after the fact if you've got a very nice branded template for a funnel or a landing page that's going to increase conversion it's going to create a better user experience and ultimately you're gonna see better results and after that again we want to eliminate one touch point automate it send it to a CRM and create the nurturing campaigns that I explained in the video using text email phone number and messenger now the final thing that I want to talk about is what to do at the bottom of funnel because a lot of people are saying well if lead generation this middle funnel what's bottom of funnel these are the people that aren't really raising their hand directly but are ready to buy and sell now that is coming from retargeting and that's the magic okay using custom audiences using look-alike audiences retargeting people because again the best example I can give you is let's say you know I'm a buyer seller but I don't know it yet so I'm just driving down the highway and I see your bus bench once now if I want to buy or sell and it's six eight twelve months in the future I'm gonna have a pretty damn hard time trying to remember your face your name your contact information from that one bus bench now that is the exact same as this whole scenario up here running it to a cold audience once like most Realtors most lead generation companies and then hoping that whenever the person gets ready to buy or sell that they remember seeing you but that's just not going to be the so what you want to make sure you're doing is doing like what Amazon does so if you were looking at a lawnmower or whatever the case might be if you leave Amazon after looking for a lawnmower you know that you're gonna be seeing lawn mowers everywhere for the next couple months because they're retargeting you and remarketing retargeting however you want to phrase it is the best opportunity for conversion you see a massive increase in conversion I think the stat is up around 72 percent increasing conversion with retargeting and that's where the magic happens when you constantly stay top of mind and they can't forget about you because if they see once and then six eight twelve months down the road when they're ready to buy or sell or invest and they see a new agent around that time they're gonna work with that agent but if they consistently see you over the duration of that time they're ultimately going to work with you because they haven't forgotten about you they've been seeing cool value-added content that you're giving for free and again staying in touch with them so just a high-level example credibility value awareness the three types of retargeting I like to do credibility is things like sold properties getting the job done you know user-generated content holding a big sign in front of your property big sold sign like I used to use with all my clients and you know just happy clients in general so showing that you're getting the job done you're not just listing properties you're actually getting the job done now a value value again can be top tips for buying a property top mistakes for buying a property similar resellers or anything that you can do in terms of providing value to that audience if you continue to see people watching those value-added videos for a lengthy period of time based on your analytics that's going to show you that they're very much a hot audience and ready to make some sort of a decision and finally awareness this is something that I just have running on autopilot which is basically anything that you want to be recognized for going forever so this could be something that you want to interchange on a monthly basis maybe like a marketing update maybe like a market update that you want to do you know let it run for the entire month at five bucks a day retargeting or if it's something like a video about you the experience you provide and you just want to run it all year for five bucks a day that's fine but again I'd like to do some awareness that isn't necessarily year towards conversion of the hot audience it's more so to make sure that the audience remains top of mine at all times and then instead of having a sad face you've tapped into the top middle bottom of funnel now you've got a happy base so that's how you do it but anyways guys again comment below if you want that more in-depth video that explains this and add some context to it so that you can follow it along and replicate it yourself I've also got a pretty cool promo going on from my facebook course if you do want all of the tutorials step-by-step recording it so that you can follow along again and start to do this yourself but if you do want a free 30 minute strategy call with myself in order to talk about having our team do it again just drop a comment below or check out the links in the description and we can definitely make that happen while we're stuck inside anyway so thank you guys so much for tuning in as I please make sure to LIKE comment subscribe we will see you next time