“"Stop advertising and start innovating."” - Seth Godin

Introduction:

On our last post (https://prospectflo.com/blog/b/how-to-run-facebook-ads-as-a-realtor) we went over the technical aspects of how to set up a Facebook ad, and then dove into the strategy of running them. It came out to be a little bit more of a philosophy rather than strategy so be on the look out in the near future for our post on our own WINNING ad strategy that's gotten us leads as low as 62 cents!

But that's not why you're here. you're here for the thing everyone sucks at... making ads that actually convert!

Just an F.Y.I when thinking about Facebook ads this is the hierarchy of importance:

Ad Creative> Offer> Ad strategy> Targeting

But for some reason everyone has that backwards. Everyone wants to know the best targeting options, the best Ad strategy... and then the best Unique selling points.... and then after all of that they'll just take a picture of their business card and say "call me if you want to sell your house".

So today I'm going to help you struggling realtors make a post that will convert! Because if you have a great post- the rest probably won't matter.

With that said, realtors and realtettes...

The single thing that will make your Facebook Ads successful!:

What separates someone who's "good" at Facebook ads- or marketing in general from someone who is "bad". Generally that thing is creativity. And most people (especially business people) don't define themselves as creative. We like numbers, CMA's, Cap rates, Market fluctuations you know objective VALUES that you can make decisions off of. Now I could go on and on about how....

"You and yes YOU, are creative- even if you don't think so."

But me saying that PROBABLY won't change your mind.

So let me give you a paradigm switch...

In our last post we discussed the Scientific method. which in layman's terms is basically just making a "hypothesis" aka- a new ad with a new picture, vide, headline, offer, or description and then testing it with real data coming in.

KPI's

Facebook gives you something in the marketing world like to call KPI's what's that stand for?

Key Performance Indicator

the ones that you'll keep and eye out for are your (in order of importance):

Likes/Shares - The people who like or Share your post

VV-25-75% (Video view 25-75%) - The people who viewed 25%, 50%, or 75% of your video.

CTR (Click through rate) - The % of people that see your ad and click the button to fill out your lead form.

Clicks- People who actually clicked your call to action button

Leads- The people who actually sign up

Leads to Appointments - Kind of self explanatory

Appointments to close - Ditto

Winning Vs. Losing KPI's

When we get these values we can then start making judgements on what creatives (aka posts) are winning and what creatives are losing.

We make judgments on if a creative is winning based on how close we are to an actual closing.

Eg:) If a new creative I made has a ton of video views but no clicks, leads, or appointments set. Then it would be losing.

BUT if we then tweak the copy writing to give a stronger call to action and added scarcity and we started booking appointments then it would now be WINNING

Now that's obviously a very clear and direct example. But sometimes it's hard to tell when just starting out. So how you chose winners v losers when there's 0 appointments and leads would be which ad creative is performing better in the category.

If one ad is getting viewed mainly 25% of the time and the other is 75% then the 75% wins!

But if one is getting viewed 75% and the other is viewed at 25% but it has 3 clicks- then the 25% would be the winner.

We judge winners based on how close they are to a closing- and then we adjust our next set of ad creatives to be more aligned with the winning creative.

So even if you are a robot with 0 creativity- you can with enough testing still find winning campaigns.

So how do I actually make winning ads?

Now that we know exactly how to grade if our Ad Creatives are good lets start you off in the right direction.

One of the examples we used above of "posting your business card isn't a joke". We've actually seen that with some of our clients that we work with.

To illustrate this I'm going to show you a BAD creative vs a GOOD creative

Good Ads

A good ad creative will have these things:

• A Scroll Stopper: A picture or the first 3 seconds of a video that hooks a viewer in and gets them to read your post or watch your video

• Audience Call out: A direct call out to exactly who you're speaking to at the begging of the post Eg:) "INVESTORS SPECIAL! " or "LOS ANGELES RESIDENTS"

• Highlighting Pain- Calling out something that your known target audience is struggling with Eg:) "Are you tired of putting in 100's of offer on homes just to have them sold right from under you?"

• Lead Magnet/Offer: This is the thing that makes your audience want to click. A free CMA, a Free list of off market properties, a Guaranteed cash offer on their home. This is almost ALWAYS giving something that has perceived value for little or no cost just for clicking.

• Scarcity/Stakes: This is something in copy writing that will make them feel like they're missing out if they don't jump on this opportunity. Eg:) "This home won't last long!" or "Only taking a one more client on"

Here's an example of an Ad we would use (if you copy this it will get saturated fast and no longer work so at your own risk!)

HEADLINE: SELL YOUR HOME FOR MORE $$ IN LESS TIME

ATLANTA RESIDENTS!!

We're listing properties that are being taken off the market in as little as (x days), for (x over listing price)

And since we've been given the opportunity to serve as many homeowners as we have we've decided to give back!

If you're tired of overcharging and underperforming realtors then we have something that will help you fact check them!

We're offering our FREE step by step strategy on how to sell your property for MORE $$, in LESS time.

We show you the practical ways to get tons of offers as soon as you go on market without dealing with

Super Staging master class

Photobomb photography lessons

Cut throat negotiation Strategy's

AND MORE!

We don’t want to give away ALL of our secrets so we’re only giving this away to 10 Atlanta Residents

If you want a FREE copy of this strategy to sell your home for more, AND a 100% free consultation call where we can GUARANTEE you a SALE PRICE for your home then click "GET OFFER" now!

Now this is an example I just wrote up now of an ad that would be trying to get sellers. We've made VERY similar ads.

Now let's break this down, what's the first thing we notice? It's SIMPLE but effective.

We adhere to all of the principles we talked about above.

Scroll Stopper: An overhead shot of a pretty home. IF you are in a "sell my home mentality" you're likely thinking about moving and are looking on Zilllow for homes. SO showing a home will get their attention. Especially if you know the housing trends in your area. (aka white and black exteriors with an open floor plan) Your headline will also be apart of this- which is your 

P.S. These work WAAAY better if you make them a carousel ( multiple pictures)

Audience Call out: We call out our direct target market right off the bat. So if people are just visiting, they'll scroll right past.

Highlighting Pain- We speak directly to sellers biggest objection- the commission, they don't want to pay a realtor when they feel like they're doing nothing. THEN we position ourselves AGAINST the lazy realtor like we're on THE SELLERS side.

Lead Magnet/Offer: This is the bulk of the copywriting; we've separated ourselves from lazy realtors and told them we have the fix for their problem our OWN step by step play book on how to sell their home which is BASICALLY just a menu of the services you'll do for them. THEN you can slap the most expensive luxury staging company prices, photographers, and closing companies, and the headache of negotiations to give VALUE in your service and expertise.

Like in our other posts we keep coming back to positioning yourself as an authority in the space. And here we’re doing that by calling out lazy realtors, giving free value, and demonstrating why your services are being given away for a DEAL at JUST 3% commission!

Scarcity/Stakes: We then highlight that this information can’t be given away to everyone so we’re only giving it to 10 people so they CAN’T miss out on this. 

Call To Action: At the end we always want to make sure we tell them exactly what to do. Here it’s “Get OFFER” But it can be whatever your button is.

This kind of copy and Ad creative is what will get leads that result in appointments, then closings. 

P.S. you can use the same principles for a video- just use them for the script as well as the headline and description. 

Now let’s take a look at the BAD ADS…

Now I'm sorry to the person who did make this ad if you're seeing this ( it'll hopefully help)

Let's use the principles above to see why this is a bad ad:

• A Scroll Stopper: The picture isn't HORRIBLE but it screams AD it doesn't look organic in the feed, and the headline also is of putting. When most people see the word "realtor" they run away because the image they have is all the other realtors calling them, and the realtors direct mail in the mail box etc.. (realtors can come off as annoying... SUPRISE!)

• Audience Call out: DIdn't call out the audience.

• Highlighting Pain: They lead with THEMSELVES. Secret tip to Sales and Marketing: People don't care about you they care about you. Everyone loves hearing about themselves and their problems. A better re word would be "Tired of inexperienced agents that can't get you the price you want on your home, with our expert sales and negotiation we will sell your home for top dollar!"

• Lead Magnet/Offer: Offer is "Negotiate the best price for your home" which isn't very compelling. Negotiations aren't certain. Saying "We GUARANTEE the best price on your home OR we'll give you x" would make your claim seem more certain.

• Scarcity/Stakes: There's no scarcity, you're asking for business not giving them any reason why they need to reach out besides to help them "negotiate" for the best price on their home.

• Call to Action: "Contact us" is generally a weak call to action. Calling someone while doesn't seem like effort is. To them they're calling some stranger on facebook. You need to keep the call to action compelling with as little resistance as possible. That's why using a "Get offer" and then sending them their own guide and then reaching out to THEM for more FREE value is a lot more compelling to click then THEM reaching out to YOU!

FINAL THOUGHTS

Obviously there are thousands of ways you can go about making ads. This is the method that we do things, whether it's videos, pictures, carousels we apply the same principles we taught here.Copy pasting this ad or any ad template PROBABLY won't work. Because we have to take these principles and then test with the scientific method.

If you have the key components of what makes a good ad, then test each component using the KPI's we showed you.

We can GUARANTEE that you will see success.

BUT again (here comes our pitch) If you don't want to waste the money testing ad creatives, detailed targeting, websites, funnels etc.. Then we have a system that will not only generate you THOUSANDS of leads but we turn them into appointments that close into clients. And the best part is we charge based on the QUALIFIED appointments we bring you- so we're incentivized to get you tons and tons of appointments!

If you're interested then you can just follow this link for more info, and to schedule a call ⤵️

For more info on how we can help you visit:https://prospectflo.com