5 Killer Strategies That Will Help Fill Your Pipeline of Buyers & Sellers
You Can Focus On Booking Appointments & Closing Deals...
Are you tired of constantly trying to fill your pipeline, when all you really want to be doing is meeting people and selling homes?
Do you wish you could just get up everyday, knowing you have a whole day of viewings and appointments ahead, and all you have to worry about is doing what you love, selling people their dream homes and closing deals?
By far, one of the best ways to help you achieve this, and give you a consistent steady stream of buyers and sellers in your pipeline each week, is using a small social media platform that has really started to gain popularity in recent years. You may have heard of it…..
Of course you have, you’re reading this on it right now! 😉
We all use Facebook to catch up with friends and family, scrolling through pictures of that wedding you weren’t invited to, (which you’re totally fine with by the way!). Pretend to like your colleague's sunny holiday photos, when you’re secretly wishing it would rain. The endless videos of cats and dogs. You know the kind of thing...
I’m sure you’re also aware that businesses run adverts on Facebook - I’m sure you’ve seen plenty of them whilst scrolling through your news feed. Have you ever been looking at a new pair of shoes online, only to be followed around by those shoes for weeks on every platform you use.
“It’s a sign from the universe that I should definitely buy these shoes, they’re everywhere I look!”
Nope, it’s not a sign from the universe, it’s just a business (in this case a company that sells shoes) taking advantage of the incredible power of digital advertising and the incredible ways in which you can target the people you need to attract for your business.
Nowadays, everybody has their own unique and personal internet user experience. Nobody will see the same Ads as each other. It’s not like it used to be when you would say to your classmates or work colleagues, “Oh hey, did you see that new Coca Cola commercial last night after Grey’s Anatomy?”
Now, if you mention an Ad you saw on Facebook or another social media platform, chances are you would have been the only person in your circle of friends to see that Ad at that specific time, based on your interests, what you search for online, and what you’ve previously bought etc.
My dad is always going on about these Ads he keeps seeing about how to get a better golf swing and take 5 shots off your score and talks to me about it like “Hey, you know that Ad with those guys who help you with your golf swing, you must have seen it?”
Nope, sorry dad. I’m not into golf, and therefore I don’t search for golf related products online or watch golf videos on YouTube, so I’ve never seen them and probably never will!
My dads online experience will be totally different to mine. And that’s the same for all of us. We all have a unique, almost custom tailored experience online these days.
Crazy thought when you really think about it!
Anyway, I digress. The point I’m trying to make is that you can target people so specifically based on their interests and behaviors on Facebook that if you put the right message in front of a targeted audience, it can seem like you’re speaking directly to them. This kind of advertising is truly incredible for your business.
But surely this type of advertising won’t work for my real estate business?
Not true. In fact, Facebook Ads work really well for realtors and is such an underused and underestimated strategy for real estate agents.
At the end of the day, as a realtor, you’re not just selling bricks and mortar, you’re selling a new and improved life, a new start for a family, a new community and social life.
This is exactly what people go to Facebook to engage with and that’s exactly what social media is used for. People post about family, friends, their community etc. It makes sense that you and your real estate business should meet them there.
Your ideal clients are all on Facebook, every day, thousands of them in your local area every single day scrolling through their Facebook news feed, and you can start building relationships with them through great content and ultimately have them come to you when they want to buy or sell their home.
So, that’s all very well and good you might be thinking, but how do I use it and what should I do?
Well, below are the 5 top strategies you can start implementing on Facebook right away that will help fill your pipeline.
✅ #1. Promoting Free Home Evaluation Reports Through Facebook to Generate Seller Leads
This is a great way to build your pipeline of sellers, and because you can target people on Facebook that are most likely to move based on their behaviors, this strategy can be really powerful.
Who wouldn’t want a free home evaluation to get the best asking price they can for their home? Particularly if they are actively looking to move.
Also, when it comes to actually selling their home, who are they going to go to?
The realtor that has already provided them with value in the form of a home evaluation report. You are adding so much value to them upfront for free, they will want to do business with you.
You can also achieve a low cost per lead with these types of Ads as it’s one of those no-brainer offers, so you should see the leads flying in and your seller pipeline will soon fill up.
✅ #2. Target people that are browsing Trulia, Zillow, and Realtor. com
That's right, you are able to target people who are actively searching for homes on these sites. You know that people who are searching on these sites are highly likely to be in a position to want to buy a home, and are therefore essentially pre-qualified leads!
You can also use other targeting on top of this to drill down on other behaviors, interests, demographics and location. Not only does this work really well for targeting those who are looking to buy, but this can also be combined with, and works hand-in-hand with, strategy #1 where you can offer the free home evaluation to those who are actively looking to sell their home.
Another reason this tactic works so well is that these large companies are spending millions of dollars on driving people to their websites and building brand awareness.
Facebook knows who these people are and you are able to target them with your own Ads and effectively benefit from the huge dollars these companies are spending to generate a warm audience for you and your real estate business.
✅ #3. Testimonial Ads
This is a great way to build social proof and trust in your community and show people who you have helped either buy their dream home or sell their home for a great price.
Nothing sells your services better than word of mouth from satisfied customers. We are all so used to 'review based consumerism' now.
When you go onto Amazon for example, would you buy a product with a 1 star review rating? Would you buy anything without looking at a few reviews from people that have already bought and used the product?
People want to see who you’ve helped, and what you can do for them. Sometimes, one good testimonial is all it takes to take someone from considering using your services, to actually deciding to use your services and becoming a client.
You can reach out to previous sellers and home buyers you’ve worked with and ask them to record a testimonial video that you can post and advertise.
Or have them write a short testimonial which you then post with a picture of them outside their new home. This type of Ad works really well for building your brand and gaining trust in the community, as well as filling your pipeline.
✅ #4. Video Ads
Video Ads are a great way to get engagement and reach for a much lower cost than a standard Ad with written copy.
A video of a listing you currently have, showing the viewer around the property, then shown to your target customer in the area, will get incredible reach and engagement for a really low cost (these views can then be used in retargeting campaigns. See strategy #5).
You can reach thousands of potential buyers in your area by only spending a few dollars, it really is incredible!
Video is the number one medium on Facebook at the moment, and people love to consume videos. A video of a beautiful home in an area where someone is looking to buy is exactly what they're going to want to watch.
You are also doing most of the selling using the video, which is effectively like doing a viewing. Not only are you doing a virtual tour for someone, but you can create the video once, and then have thousands of people view it.
Imagine being able to do an open house for thousands of people all at once, without having to be there each time, all by creating a short video.
It’s a great multiplier of your time and energy, and whilst the Ad is running on autopilot and showing your listings to thousands of potential buyers, you can focus on other areas of your business.
✅ #5. Retargeting
Retargeting is a great way to not only drive down advertising costs, but to make sure that you are always in front of your target audience.
Particularly that segment of your audience who have already engaged with your content by watching your videos, and who have therefore shown themselves to be engaged and interested in your services, but who have not yet taken action on your Ads.
You can retarget people based on how much of your video they have watched. You can literally show more Ads to those who have watched 50% or 75% of your testimonial video, or your home tour video.
These people are clearly interested in the property, or you know have seen most of the testimonial video. They are about as warm a lead as you could possibly get. Now you just need to reach out to these people and get them signed up as a client.
A lot of people will do nothing with this group and leave business on the table, expecting them to get in touch themselves.
You should reach out to these people and retarget them with another Ad with a link to a quick buyer or seller survey/questionnaire, to gather their contact information and understand what they're looking for. Then give them a call, meet them, and get them signed up.
You will most likely already have a load of emails and calls coming in from people wanting to do business with you off the back of the other marketing strategies, but you should always retarget those who haven't taken action yet, but are really warm and engaged.
They’ve already seen your content and some testimonials about the work you do, so it’s just a case of following up to complete the process.
So there you have it, these 5 strategies are a great way to get started and start bringing in more buyer and seller leads for your real estate business.
Once they are set up, they will run pretty much on auto-pilot (with some management required to optimize), which means you can focus solely on the other areas of the business (and lets face it, the more fun and exciting parts) and actually help people get the home they've always dreamed of.
Although the cost per lead is higher than it was 18 months ago and will continue to rise as the platform becomes more competitive, it is still grossly under priced!
We are still in the golden age of Facebook advertising.
If you are not spending money on Facebook to grow your business now, you are missing out on one of the greatest opportunities of our time!
Please don’t miss out and look back in 5 years time when the cost per lead is 10, 20, 30 times higher, and regret not having given it a go!