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Real Estate Facebook Ads that Really Work – Less than $2 per lead | [Part 1][17:39]

Real Estate Facebook Ads that Really Work – Less than $2 per lead  | [Part 1][17:39]

– [Lori Ballen] I got a Facebook
message a little while ago from somebody that is implementing
a lot of my strategies and she said that she
got 24 leads in 24 hours at less than two dollars a
lead from a video training that I did on one of our coaching calls. So I figured I would go
ahead and make this video and add it to our Rank
Like a Boss library. Now I have run these ads in Vegas and I’m not getting this
particular ad quite as low as that, I had somebody
that originally showcased this strategy in one of my Facebook groups and she was getting it
for pennies a click, I do have ads I’m running
that I’m getting for 15 cents a click, 16 cents a
click, I have another one running for 13 cents a click and those are non-targeted single image listing ads. Now we’re gonna run one,
I’m gonna show you how we do the one that is
getting people so much, so many low, so many
leads at such a low cost, but let me tell you a couple of things. This is gonna be a I gotta have a listing for this particular ad I’m gonna run, the example I’m gonna use today, and we’re gonna target a zip code. Now Reagan who is the one
that messaged me this morning said that she had to group
three zip codes together because her area is much smaller. If you’re in an area, I’m in Vegas, Vegas is incredibly competitive, it’s not as competitive as
say Southern California, but there’s a lot of
advertisers in our space and so it might be that we’re
gonna pay more per click here or more per lead as an average here because of the competition
that are following some of the same, that are advertising and bidding on some of the
same audiences and whatnot. Especially some of our zip
codes that everybody knows are in a popular master plan community or something that they might
be advertising a listing in, bidding on that audience could
be more expensive for us. So it’s really gonna
depend on your market, your competition, and then
also the listing that you have. So the first listing I
ran for this example, I ran a higher price listing,
and it really is a better, oh no, that one was two
to 300, it’s best to use, if you’re gonna test how low
you can get your leads for, how low you can get your clicks for, really your cost per lead is the goal, you wanna use a bread and butter listing which means it’s in, it’s in the pocket, it’s in the average price
range for your market or below. Because if you run a
listing that is higher and it’s only gonna
appeal to a smaller group you’re gonna have a
completely different result and your cost per clicks
are gonna be different and you’re gonna have to probably
include different targets for income and whatnot. So try to do this with a
bread and butter listing, an average price range listing if you can, so we’re gonna do this today. Now the example I’m gonna show you here we actually just sold this listing, I just got a text this
morning from my listing agent that said this property was just sold, but we’re still gonna use
this one as an example ’cause this is the one I have out here, and this one is I would say
it’s still in the pocket only because, it’s higher
than our average price range at 3.60 here in Vegas,
but our inventory’s so low that homes like this are
moving really quickly, so for me this would still be appropriate. Also, how good the listing
looks, the pictures that you include in this
example are also gonna make a significant difference. If you’ve got a listing
that doesn’t show well or the photos are really dark,
they’re not great photos, you’re gonna have less click through rate, less click through rates
gonna result in a lower relevance score on Facebook
and a lower relevance score on Facebook is gonna mean a
higher cost per click overall. So there’s so many variables, okay, I just want you guys
to all understand this, when I show things like this
I’m just using examples, but they could vary
from listing to listing, market to market, okay? All right, so here is,
we’re gonna go ahead and go through this the
exact same way that we used in this other example, so my campaign name I’m just gonna call this one Frederick. So your campaign might
be all of your listings and then you’re gonna
just market your listings in that campaign or you
might be doing one campaign for each listing and
then doing various ads, so depending on how you
have your set up, okay? Now we’re gonna go ahead
and do a conversion ad and we’re gonna track those conversions with our Facebook Pixel, if
you’re not at that point yet where you’re tracking those
you could do just a traffic ad and send them straight through. I’ve heard people say over and over again don’t do conversion ads
because they’re more expensive, but I gotta tell you that the
ads I’m getting for 13 cents, 15 cents are actually traffic ads, so there maybe something to that. So unfortunately Google doesn’t,
Facebook doesn’t tell us how much you’re gonna be paying, it all depends on so many
variables once you get it posted so you’re really just kind of guessing as you’re first going through this. What you might wanna do
is run a conversion ad, run a traffic ad at the same
time if you’ve got the budget to do it and test which
one performs better. I always perform multiple
ads at the same time around a listing and then
I turn off whichever one’s the most expensive or not converting, whichever one’s the
most expensive per lead, not per click, and sometimes
you get cheap per clicks, but they’re not
converting, and other times you’re paying more per click,
but they convert better so your cost per lead winds
up being lower actually, okay? So next we’re gonna do,
so traffic of conversion, next we’re gonna do create a new ad set, so our ad set’s gonna
be called, Frederick, and we’ll call this one a
Canva and I’ll show you why in a minute ’cause we’re gonna
make a Canva with it, okay? Now we’re gonna create a new ad. Okay, save to draft, this new little save to draft thing makes me bonkers. All right. Let’s go ahead and set a campaign limit and say okay, I’m only
gonna spend 150 dollars on this campaign. Now great campaigns would
include one campaign I’m gonna mark all my listings under and I’m gonna give my whole
campaign 500 dollar budget this month and all of my
listings share that one budget, that one campaign budget,
but then you can actually, you can bid on the per
clicks and things like that, but that way you don’t overdo it if you’re running a whole
bunch of ads at one time, if you put them all in the same campaign and you set a campaign limit
then you can’t overspend, but if you put each
one in its own campaign and each one gets its own ad spend you can find yourself in trouble, so that’s just a little side tip there. Okay, and so now we’re going to review, we’re gonna ahead and edit
so we can create this ad. Okay, next it’s gonna ask
us to choose our Facebook business page that you
wanna be represented, okay, so all of our ads
go with a Facebook page. So my Real Estate team here in Las Vegas, I’m gonna put this under
Lori Ballen Team Las Vegas, and I’m gonna go down
to add with an image, you know, I’m gonna change the ad sets and let me do that right now
first before I make the ad. So I’m gonna go up here
to change the ad set and we’re gonna make this
website traffic only, see and now you can set your
daily budget for this ad, so you can have a campaign
with a larger budget and then each of your ads can have their own smaller budgets. So let’s just say you have a campaign for all of your listings running
and you say no matter what I don’t wanna spend more
than 500 dollars this month on all of my advertising. So then you go down to
each listing and say okay, this listing’s really
hot so maybe on this one I’ll spend 20 bucks today or maybe I’ll, maybe this one I’ll only
spend 10 dollars a day or that type of thing, okay? So that’s your daily budget. I like lifetime budget and I like to say I’m gonna run this for
30 days and I’m willing to spend 150 dollars on it. You get a little bit more
options and the scheduling is a pretty cool thing here
too if you wanna run your ads on a schedule, so let’s say
you only wanna run your ads when you’re awake and people can call you, so you might just do like nine to eight or something like that,
or you can choose to do it every day and say you know
what, every day I wanna run my ads from nine to eight,
I don’t wanna run them in the middle of the night
because nobody can call me, or maybe you get most of
your leads in the middle of the night so you only wanna run it in the middle of the night. The benefit too is running
things in the middle of the night, I find this
also with Google AdWords is people budget’s run out early so you’re competing with a
lot less people typically in your own country if that’s
where you’re targeting, you know, ’cause everybody’s
on a similar time zone in the United States, they’re
you know, Pacific to East and so within a few hours
in the middle of the night everybody’s budgets have run out, you’ve got less competition. So I’m getting clicks on my
Google AdWords for pennies after everybody else’s budgets run out, and so there might be a
strategic reason to do that for you as well by the way, okay? Now my listing is in
89166, so what I’m gonna do is I’m gonna run my ad in 89166. Okay? Now I’m gonna start here,
what you’ll be able to see on the right hand side is
what the potential reach is, so potentially I could
reach 22,000 people, that’s how large my zip code is, this is why zip codes are
such a big target in Las Vegas ’cause we have so many of them
and there’s so many people in each zip code. So for me one zip code, I’m
not even gonna be able to spend that much to reach
everybody in that zip code on a budget like this,
see it says my daily reach is only gonna be up to
920 because of my budget. Now if I increased my
budget, if I double my budget now I can reach 1,800
people, if I triple it I can reach more, you
know that type of thing, but I’d have to be spending a lot of money to reach everybody in 89166. I’d like to work myself up to that kind of advertising budget. Okay, so that is all
we’re gonna target, okay? Now if you’re listening to other trainers and they’re teaching you how to, they’re teaching you to
make sure that you click the people that are most likely to move, and they’re telling you to
choose a minimum age, you know, only pick people in this
age group or whatever, that’s not wrong, but you
have to and I’ve showed this in particular ads, but
what you have to know is the more you target the
higher, the more audiences you use the higher your cost per click is probably going to be
because you’re bidding on each audience you add. So what happens is with Facebook you’re, on Google AdWords you’re
bidding on a keyword, on Facebook you’re bidding
on an audience, okay? And the more audiences that
you choose it goes against, this is why they can’t
really give you an estimate, it goes against all the other advertisers that are bidding on that audience, and that’s one of the factors
in how much you pay per click, not the only factor
because then there’s still the relevant score that
depends on how good your ad is and how well your landing
page performs and all of that that plays in, but you have to know that the more audiences you choose the more you’re gonna pay. Now that’s not always a
bad thing because if you laser target your audience
and your ad is also laser targeted to match that audience so that your conversion
rate is incredibly high your cost per lead could still be low even though your cost per click is higher. So for example, you might be retargeting, so you’re using a custom audience and you’ve uploaded, you’re
doing a custom audience of retargeted people that
have visited a certain page on your website or all
the pages on your website or they visited this
page, but not this page, like they visited the
website but they didn’t go to the IDX thank you page which means they didn’t register to look at homes, now I wanna retarget that
audience with advertisements, or people that did register
for IDX on my website I wanna retarget because those people have raised their hands. You might spend nine dollars a click, but those are your warmest hottest leads and coming back and
getting them on the website and might actually convert,
so your cost per sale ends up lower, so your cost per click, cost per lead, and cost for sale. So how much does it
cost every time somebody clicks on my ad, if you’re doing clicks, and then how much was my ad spend and how many leads did I
get one divided by the other as my cost per lead, and then
you have your cost for sale which is okay, I spent this total amount and I earned this much commission, what’s the total earned
commission minus how much I spent, right, and you’re gonna get
a, I mean total amount earned minus total amount I spent and divided by my total number of leads,
so you’re gonna get a cost per lead. Trying to do math live again, right? Or math formulas. All right, so anyway,
keep that in mind here, so we’re bidding on a zip code, so if you’re bidding on a
very competitive zip code you might find you’re
paying more cost for click than a neighboring town, than
somebody else on here, okay? If you’re in an area that has a small, has zip codes that don’t
have a lot of people in those areas, then you
might need to include multiple zip codes. Yes, I know that there
would be people outside of this zip code that would be
interested in this property, yet I have a potential
reach of 22,000 people and I’m only gonna reach 920 so why bother including any other zip
codes in there today? There’s no need to do
that because I don’t have the budget for that based on
the example that we’re using. Okay? So that’s all we’re gonna
do on there is choose that one zip code. Now you have this
optimization for ad delivery and so you can choose landing page views, people that are most likely
to click on your ad link and load the landing page,
you’re gonna have to do a Pixel for that one, you
can choose link clicks, they’re gonna deliver the ad to the people that they think are most likely to click. You can do impressions, this is gonna be where you pay for a
certain number of people to see your ad regardless of
whether or not they click. Okay? So we’re gonna go ahead
and just do link clicks for this example. So remember, if you’re trying
to mimic what I’m doing here and you wanna try to
get the buck 93 a lead like Reagan did in the
example this morning and or Penny’s from the other person who originally showed this example then you’re gonna need to make sure that you’re doing things
identical to what we’re doing, as soon as you change one
factor your testing is gone. Right? Okay, next we’re gonna go ahead
and leave the bid automatic since we’ve already got
a budget camp on there, we’re gonna spend 10 bucks a day or whatever we’ve decided, and… Oh I chose, didn’t I,
I chose the traffic ad instead of conversion ad. Okay, so did you see what I just did? By default this was set on per impression, I’m gonna change that to cost per click. There are reasons to do impressions, your retargeting ads are impressions, actually my retargeting ads are getting, the retargeting mobile
full page experience that I’m paying for right
now, I’m getting nine dollars for 1,000 impressions. Those are some new tests
that I’m doing now. I’ll make a separate video for those. Okay, so we’re gonna do
standard delivery type and we’re gonna review the draft. Oh yes, we didn’t make an ad yet, so we’re gonna edit that,
go back and finish our ad. Every time Facebook goes in and
messes with the Power Editor and tries to make things
better I find myself frustrated with some of these new things
that they’ve done on here. Like no, that really
doesn’t make a lot of sense. You see here too it says approximately, it does tell me I’m gonna reach 550 people and my link clicks are
between five and 33. Is that not a massive range?

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