Here’s the FB ad, landing page, results and why I think it was successful.
The ad itself was nothing special. Just a picture of one of my REO listings with some text and a link. FYI – the shortened link in the ad is important because most of the people clicked here instead of the button or picture.
The landing page is a new tool for the folks who use Sierra Interactive websites. I think Curaytor has something similar too. I think the lander works for a couple of reasons. It works IMHO because it teases them with a mini carousel of pictures of the home and makes opt-in very simple: Only one button to click. Plus, the contact info is accurate since it is coming direct from FB.
The results so far.
Ad Cost = $74.54
Clicks/Landing Page Views = 272
Lead Registrations = 54
Ad Cost per landing page view = $0.27
Ad Cost per Lead = $1.38
The first three days of the ad, the results were less than $1 per lead. The longer an ad runs, the less effective it is. So, this was expected.
I prefer to keep the cost of the AD less than $5 per lead. I also paid someone to help with my targeting, that keeps my cost per click low and my ad relevance high. Other costs include the landing page and the CRM to collect the data.
Here’s why the ad was so successful.
The tips that I listed above are tactical in nature. And if my offer was crap, my results would follow. Tactics only help if offer something that your clients desire. And the only way to determine this is to Know Your Market.
Nashville is a seller’s market. Listings in the most popular price ranges are hard to find and don’t last long. The market moves quickly and multiple offers are common.
Most people looking under $200,000 want a great deal on a home. So, I gave them this opportunity.
Not only did it give me a ton of leads, but it also drove a constant supply of traffic to the home and helped to bring in 15 offers (with none less than list).
And this home is not in Nashville. It is located in a very rural area, about 30 miles outside of the city. The market is not as active here, as it is in the city.
If I were to run this ad in a balanced or buyers market, it would not have been as effective. And maybe even bombed.
The moral of the story is to give what people desire in your ads. Make them an offer that they can’t ignore. That’s what makes all the difference in lead generation.
Don’t go to all the trouble of running ads and generating leads until you have a process to followup with them in place. Leads by themselves have no value. As Chris Smith says, “The fortune is in the followup.”
If you need a simple and effective system to convert leads into clients, pick up a copy of my book at the link below
Talk to you soon!