Empower Your Business with Leads Qualified in Canada

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hey everybody Aaron Chandra here founder of lead gen pros and in this video I'm going to be breaking down the exact process that I used to generate my current real estate clients anywhere from 25 to 35 qualified real estate seller and listing leads using Facebook ads now this is the strategy that I'm using today in 2023 uh but I'm sure it's going to be good in 2024 and Beyond now we're going to Dive Right In nothing really too fancy here just me talking to you guys with the screen share so no fancy editing or anything like that just going to be value packed so make sure you have a pen and paper handy here or you know better yet you can walk uh through it step byep with me now in terms of who this video is actually going to be for it is for realtors who are looking to learn how to generate their own seller leads in their businesses now as an extension of this there's a lot of marketing agencies out there too I see you guys I've been on your position before and I know how difficult it can be to fulfill for your clients uh so hopefully you guys learn a thing or two as well now now by the end of this video my goal is that I'm going to give you guys the exact offer to run so you guys know how to generate these leads in addition to the exact ad copy and Graphics that I'm using for my agency and my clients today I'm literally literally going to be giving away the farm as they say or as um you know heroi says in the books that you guys are probably familiar with um you know this this video actually was inspired by Hero's recent book $100 million leads uh kind of breaking down the process here to build some trust and Goodwill with you guys uh so ultimately today you're going to walk away with uh all the information that I charge lots of money for uh for my real estate clients uh for free so hopefully you guys subscribe at the very least come on now uh as an additional bonus if you guys actually need help setting this up I'm going to be offering a free 30 minute blueprint session or a Facebook ad audit so if you've tried to do this on your own you can't quite figure it out shoot me an email Aon at Leen pros. or send me a DM on Instagram I've actually deleted it off my phone so I'm not particularly responsive there but uh email will be best not too sure how long I'll be doing this for if I get bombarded with requests but again feel free to shoot me an email happy to help out where I can okay so a couple quick assumptions here um actually first things first if you're looking to generate buyer leads too I have made a video on that that'll be linked in the description somewhere uh and I basically covered these same things but I'm going to be assuming you already have a Facebook ad account and Facebook page uh if you don't uh I'm going to link these resources in the description below and number two I'm going to be assuming you already have a Facebook pixel or know how to set up a Facebook pixel if you don't I didn't it took me a little a little while to learn but I'm going to link two really great resources one is from Facebook and one is actually another YouTube video um so I'm going to link those in the description as well and as another Bon bonus what I'm going to do for you guys this entire document here I'm going to be sharing this uh with a Google Drive uh link or probably an email optin uh so so I can at least collect your info and I know who's um watching these videos the crazy thing was on my last buyer video uh I actually made the video and I saw somebody running it in my local city like exact same ad copy exact ad Graphics exact same questions as I had specified so that was pretty crazy uh that another agency saw that and was running that for another local realtor really really cool I love to share and help you guys out um so I'll be sharing this document as well just probably have to enter your name and email in the description somewhere there below uh without further Ado let's jump into the ads manager all right so we're here in the Facebook ads manager and I've just made myself a little bit smaller so you can see my screen a little bit more easily here what we're going to do is we're going to create a new campaign on the left hand side for the campaign objective we're going to be using leads in this particular instance um you can name the campaign uh I personally have my own specific naming conventions but if this was a client campaign for example I would say Le gen Pros um seller campaign right it's going to be a test and then we'll name the adsets and the ads afterwards as we get through it uh always use manual lead campaign so you get a little bit more control there go ahead and click next uh number one very very important if you are a realtor or even if you're an agency right you got to be selecting the housing category always right this runs um if you don't do this you run the risk of getting your ad account uh well firstly the ad won't run and secondly the risk of getting your ad account suspended so always make sure you have housing selected leave everything else blank here some people like to use Advanced campaign budget optimization I personally do not I think for a reason I explained in the buyer video so I'm not going to touch on that again but that's all you're going to do here then go ahead and click next now for the actual adet name this is going to depend on on how how you like to name things I personally again will add my agency name um I'll specify what my targeting is so if I'm going to use detailed targeting or open targeting uh and then I'll specify the placements right like if I'm doing a manual placement or if I'm doing an advantage placement and I'll explain what all this stuff means in a second here um but usually yeah I go detail targeting and then sometimes for the placements I I tend to split test right so for sake of this video we're just going to do Advantage placements uh but traditionally for these kinds of ads Facebook feeds will normally perform the best so Facebook feed and Instagram feed so up to you if you want to split test those as well I just said AP here for Advantage placements right um so here's something that's a little bit more nuanced for our seller lead campaigns we actually don't use instant forms we use a website and we're going to cover this in a little bit because it does make things a little bit more difficult here um but we're going to select a website here and I'll show you exactly what what kind of website and what what kind of funnel we're using as well our performance goal in this case is to maximize the number of um conversions and then the pixel as I had mentioned earlier I was going to be assuming you already have your own pixel um in this case I have multiple pixels and I set up pixels for all my clients so again I'm going to select the pixel that I have already uh set up previously and your conversion event here you'll see I have a handful of conversion events I'm going to come back to this here but what you're going to want to ensure you have set up as your conversion event is likely going to going to be the submit application um submit application conversion event you can also monitor for schedule calls and whatnot too but in my particular funnel I have it set up as a submit application conversion event and I'm going to come back to go high level on the back end to show you what that exactly means there um everything else here we can actually skip so attribution settings we'll leave all of this stuff here budget and schedule you know likely for these ads you don't want to go below $20 per day that's kind of where I'll I'll keep my minimum and usually as realtor start to get results they'll typically scale that up 2530 3540 if seen as high as 50 uh in some instances now the custom audience so when you're creating an audience just make sure first things first your location is set correctly so I'm in Canada here right but you're just going to input whatever your specific city is so for me that's going to be Calgary or Calgary but people not from here like to say Calgary so that's uh that's where I'm at you can't change the age defaults in the housing category so that stays as is and detail targeting you know a lot of people make this really complicated it really doesn't have to be you know I know for sure my myself and my ads I used to over complicate this and put a bunch of stuff in here but really Facebook's algorithm is really good and you can give it pretty minimal instruction and as it starts to optimize or get seasoned over the next little bit um it'll find the right people to show your ad to so all I do here is I'll go to Real Estate I'll use the uh the property one here sometimes for the seller listings we'll use or sorry seller ads will run single family detached as an interest and then sometimes we'll do Zillow as well right because there may be some interest in terms of looking at homes there so we keep it pretty simple this is all we do for the interest we leave it as is sometimes I'll split test with open targeting as well and then lastly at the very bottom here for placements I'm just going to leave that at Advantage typically if you leave it as Advantage Facebook will find the best spots to put your ad anyways that is it for this page all right so we finished things up on the ad set level now we're going to go to the very bottom which is the actual ad level itself so in this case again add name this is once again subjective but I'm going to say lead gen Pros which is my agency we're going to say let's say free home eval Zillow and you'll see why I name it Zillow in a second it has to do with my ad graphic right identity make sure you have your Facebook page selected alternatively you can uh connect your Instagram account as well which I've done there now for the actual ad creation here's the ad creative I'm going to just pause and upload my creative so I can show you guys what that looks like there all right we're back so what we're going to do now is I'm actually going to show you what kind of AD graphic and AD copy that we use and what our actual offer is here so in terms of the Creative Source I've gone ahead and manually uploaded that in this case we're just using a single image uh now I have split tested this with video on the front end as well and I've kind of found a sweet spot here and a little bit of a cheat code um to get higher quality and higher intent leads so I used to run mostly video on the front end but what I quickly realized and this is I say this with utmost respect is most people suck on camera uh and that includes your a lot of Realtors right unless you're really practicing it out there quite fre frequently uh and maybe saying they suck on camera is a little bit harsh but I mean they're not as refined as somebody who's doing this a lot um so what I've figured is that if your video is really good you can see a lower cost per lead but most Realtors don't have the best videos or not the best on camera so as a result their cost per lead actually increases so what I do instead is use static images on the front end and once somebody's completed their information or they filled out the form on the back end I'll actually add a video and I'm going to show you exactly what that means means and what that looks like in just a second here but just to preface why why I use static on the front end um here's the actual ad creative and the actual offer so the offer is a free home eval now I've worked with a bunch of coaches and paid a lot of money to a lot of people and uh you know the the rationale a lot of Realtors have is well Aaron I always see free home evals I want to run something else I want to be different and really think to yourself if you're seeing an ad consistently for free home home evaluation um do realtors or do marketing agencies run ads that don't work or that don't have a positive Roi think about that for a second right so if you see an ad out there chances are it's likely converting unless if somebody's just really throwing cash for no reason which is not likely the case right so in this case we still run free home evls they still work you know a lot of uh people out there want to know what their home is worth especially with uh shifting markets right so in this case our ad copy is Calgary see what your home is worth the reason I call this a Zillow ad is because I went to Zillow took a screenshot of my local area or whatever the area is where I'm running the ads and in terms of the ad copy it's very simple right so nothing complicated here nothing really complex just hey Calgary homeowners right there's two call outs there one is the location of Calgary and then secondly is the specific person or the audience we're trying to reach which is a homeowner and then thirdly the qualifying question right are you considering selling your home right if yes are you wondering what your home is worth in today's Calgary Market maybe it's worth more than what you you know you think it is click um check your home's value by clicking the learn more button below call to action learn more so a really simple ad here uh we've used this with great success here's the primary text here's the headline see how much your home is worth and then your description right call to action we found uh learn more tends to work best uh again I'm going to put this all in the document so I'm going over a little bit quickly here but uh yeah it'll all be outlined in terms of the copy line description and so forth uh now here's the part that is really really important for this whole thing to work if you ran this as an instant form on Facebook could this work um maybe you know I I I've personally tried it once for a couple days and and didn't see success uh I think the reason I I haven't seen Success With It on the seller side is because I think people are skeptical to put their home address into a Facebook form or on Facebook itself so that's why I actually take them off of Facebook Facebook onto a custom landing page uh and the second reason I do that is for better lead quality right because there's no Facebook autofill uh and the third reason is you you have a lot more flexibility with funnels right I can add video on the back end and so forth so I'm going to show you what website I'm going to input here in a second but everything else you actually leave right so leave your your browser add-ons as none tracking doesn't matter that's fine um so at this point I would just enter with whatever the website is and click publish and that is it on the Facebook site so now we're going to jump into go high level which is the CRM tool I you use for all of our Realtors um yeah we'll get into it all right so what I'm going to do here is upload the client's website URL that's what the website is and then now I'm actually going to go to that website and show you exactly what we got here so here's one of my clients uh you know calg what's your home worth and this is optional uh not every client does this but I was actually in the same city as this specific realtor so I actually filmed him locally uh with a couple you know reputable uh or sorry not reputable recognizable landmarks right like the Calgary Tower all we're doing here is uh you know getting our realtor in front of uh his prospects right to build some Rapport and trust and say hey I'm actually a real person all we're saying here is you know what to expect so fill up the form below and I'm going to get in touch with you uh with your home home's current market value right it's not going to be something automated we're setting the tone and expectations early uh to hopefully increase our lead quality right you're not going to have people just filling out the form willy-nilly because they're going to see a person here right an actual realtor attached to this form so up to you whether you want to use video here I personally think if you know it's a great idea doesn't have to be as refined as as our professional shooting here could just be you talking to a camera or your you know your selfie uh on your phone right and saying hey it's Aaron here just letting you know fill up the form below uh I'm going to get in touch with you over the phone basically that's it right and then now you have some information here right so first what's the full address of the property uh and then actually below this we have a couple examples of um some social proof here right for this specific realtor we actually also integrated um a Google a Google um uh uh script here to actually pull whatever the address is automatically to make things easier for the uh the client there so what's the address of the property you know what's your relationship to this address are you the homeowner hopefully you are how soon you looking to sell your property uh ideally the wording is more along the L L of you know if we got the the ideal value for your home how soon would you like to sell right sounds a little bit less pushy and direct and then lastly where are we going to send these results right so what's your name uh email and your phone number here right then once you have that you're going to go ahead and click submit and then once that form gets submitted uh this is optional I've seen people do different things here um so sometimes I'll have something like this where it says hey here's um my calendar link where you can actually book inbound with me and I think we're f in about 1 and three it was a pretty high booking rate we're actually booking appointments inbound with this specific realtor maybe 1 and 3 one and4 um so this realtor was actually getting inbound leads booked onto his calendar right now in terms of show rates that's going to vary in terms of how active you are with the follow-ups and text before to ensure hey Mr Prospect I have an appointment with you but uh here's one thing I did um you don't have to do this though you don't if you don't want to do a calendar integration you can just have a message or a second video that says hey guys thanks so much for claiming your free home eval I'm going to be reaching out to you in the next day or so uh with this information please expect a call from a local area code right so that's another alternative there so that's basically the funnel sequence that we use um you don't really have to do it this way this is the way you know I I personally do it and have seen success with it but one more thing while you're on go high level this is the CRM tool that we use uh if you use this one or clickfunnels you know I'm sure it's probably a pretty similar process but that Facebook pixel we set up earlier you're just going to want to integrate that here right so sorry not there in settings this is the tracking code that you're going to enter uh from your pixel to this section here um so again a little bit of a of a more difficult process if you're not familiar with it so definitely do check out the free resources I I have Linked In the description there uh last thing I wanted to show you guys here is some sample results so this is a one of the clients we've been running this ad for and the reason I wanted to show you this account is because if you actually look at the cost per lead on the static image side we're seeing about $20 leads coming in uh and you compare that to us running video on the front end and video on the front end was almost $70 leads here uh so it's a little bit higher than we would have liked to see despite maybe some small increases in lead quality uh the volume just wasn't there right so further kind of getting the point across that step static on the front end still works really really well and then if you want to have that increase in lead quality run video on your back end now hopefully that uh breaks everything down for you guys you know you learned uh kind of the offer to run the ad Graphics we use the ad copy kind of how the backend system works a little bit you know I didn't go into great specifics there because that can vary right whether you want to use go high level whether you want to use clickfunnels or type form or some sort of other tool is entirely up to you um this is just the way that I do it now hopefully you learned a thing or two uh what I will do here I'm going to again link that uh Google doc Google document that has all the different resources there you will have to opt in to receive that with your email and phone number uh and hopefully you are an actual realtor who is requesting this document um if you're an agency maybe we'll we'll see if I want to send that over to you or not uh any case hopefully you enjoyed any questions comment uh below or again shoot me an email shoot me a DM on IG and I'm happy to get back to you but hopefully you enjoyed this video and we'll see you next time