Following up on my last article, about why you need Facebook Funnels for your advertising, I want to share with you a practical example today of what the Facebook Pixel looks like and where it goes, what funnel ads look like, and how to string them all together to make sure you are 100% on point with your Real Estate Practice’s digital marketing strategies. For some of you, this example is going to feel over your head. That is okay. Don’t stress. There are firms out there, including ours, that can help you with these things. At bare minimum though, you’ll have a good understanding of what it is, so when you approach a firm to help you with this stuff, you won’t be clueless and you’ll be able to communicate effectively. For those of you that read this and understand it though, I hope it’s helpful and gets you excited to dive in and crank away on your ad campaigns yourself.
For purposes of this article, I’m going to assume you followed the descriptions in our last article about audiences and already have those built. If you do not, don’t worry. One of my next articles is going to be a summary on how to create the perfect Facebook Audiences for Real Estate.
It All Starts With The Facebook Pixel
Your funnels will not connect to one another and lead the prospect to qualified lead status and eventually to client, unless you can somehow track which ads they are interacting with, how many times they’ve visited your pages, etc. Certainly though, you can’t manually keep track of this traffic on your own, let alone figure out what specific Facebook user actually visited your page. So what are you to do? It’s simple. You use the Facebook Tracking Pixel.
In your Facebook Ad Manager, there is a section where you can manage your pixel. This pixel can be set up for specific actions, to track visitor behavior. For instance, the code snippet above is set up to track visits to a page or site.
The Facebook Pixel will not only collect all the Facebook users that engage with your ads and visit landing pages or download pages, BUT also which specific pages the users have visited. This is very powerful in that it allows you then to break apart your visitors and serve them very specifically niched ads that are the most relevant to what they are interested in.
Once you have your pixel code generated, all you need to do is put it in the <head> section of every single page you want to track. I would recommend putting it on all your landing pages, the pages on your website, and any other online properties, advertising your Real Estate Practice, you have control over. One thing we get asked often is, “How do I know the pixel is installed correctly?”. Instead of waiting 24 hours to see if it’s generating traffic, there are tools out there you can use to check instantly. My favorite is a Google Chrome extension called Facebook Pixel Helper. This plugin will instantly show you how many pixels are installed on a page, right on the top right of your web browser window. It couldn’t get much easier.
Ok. My Pixel Is Installed And Working. Now What?
Now that you have your pixel working, it’s time to get to work on your ads. Remember, in the last article, we discussed that you want three main funnels for your ads. To quickly recap, there is the “I breathe, therefore I am” group (translation: Anyone with a pulse that might be interested in your services, one day). Then there is the “I’m intrigued and want more info” group (translation: They have interest and you are sending them targeted ads to get them to want to put some skin in the game and give you their info). Lastly, there is the “Let’s get ready to rumble” group (translation: You target them specifically with ads designed to get them to click and schedule an appointment with you.
There are obviously lots of ways you could design these ads, and plenty of ways you can get super creative with them. Today, I want to just share one example of an ad for each funnel that can get you started, and moving in the right direction.
Funnel #1 Ad: I Breathe Therefore I Am
Remember, the important thing with these ads is to make it so there is literally ZERO obligation for the user to get whatever item of value you are offering. This ad is an example for an agent we work with that works in Santa Clara County. The item of value is a Market Report, and all the user need do to take advantage of this is simply click on the graphic, and they are instantly taken to a page they can download the report, without giving ANY of their personal information.
Now if you are asking, “Why would I give a prospective client a Free Market Report, and ask for nothing in return? Not even their name or email?”. Remember, FACEBOOK TRACKING PIXEL. You want to give this to them for free, so it is intriguing and they go to your download page to get the report. Then, they are snagged in your tracking funnels, via the pixel, and you can start moving them down your pipeline.
Funnel #2 Ad: I’m Intrigued And Want More Info
Ads in this second funnel offer more targeted value to the interested party, but in return ask the user to put a little skin in the game. This is the first time you’ll be able to put an actual name, email address and possibly phone number to the interested person. As you can see in this ad example, the item of value offered is an instant home value. When the user clicks on the ad, they are taken to a landing page that asks them for some information.
In this case, the user is taken to a home valuation landing page that is comprised of two pages. The first page asks what the homeowner’s address is. The second page says to get the report emailed to them, please fill out your name, email and phone. Once the visitor has gone through this process, you have now moved them from visitor to qualified lead.
Funnel #3 Ad: Let’s Get Ready To Rumble
This is THE MOST important ad type in your funnels, but it’s also the ones I see done incorrectly the most. It’s insane to me that you would mess up these ads. After all, you’ve spent your hard earned money on leading somebody to an interested party, to a qualified lead. Why now, when it’s time to close the deal, would you blow it? It’s very simple. All you need to do is craft your ads in a way that allows your qualified lead to instantly call you, text you, schedule an appointment with you, etc. In other words, the whole purpose of this ad is to book your appointment.
The above ad is a sample of one that we run for our prospects that are in the final funnel of the journey. All they need to is click on the photo and they can instantly book a meeting on our company calendar. It’s that simple.
It’s important to remember that you do not want to make this difficult for your qualified lead. Whether it’s a “call me now”, a text message, or some sort of appointment booking tool, make sure it’s seamless and easy, so these leads convert and get that appointment set up with you.
Again, these are just three basic ads you can use to get started. There are lots of different types of ads, and many, many very creative ways you can set up these ads to build your funnels and close more business. Have any ideas on potential ads? Looking for some things that have a bit more creative flare? Contact us anytime and we’re happy to discuss it with you.