How To Increase Realtor Referrals With Facebook Ads…

How To Increase Realtor Referrals With Facebook Ads…

Let’s talk about how to succeed with Facebook ads-

I see, a lot of ad writers focus on what they want, instead of entering the conversation already going on in their target customers head and appealing to their needs…let me explain

Let’s say you’re a loan officer in the La Jolla California and you want to work with a Realtor who’s selling those big juicy oceanfront homes with the big commissions. And you want to get on his and the potential customers radar how can we go about this.

Most LO’s will run a Facebook ad showing properties that come directly from the realtors page and then try to pitch him/her with curious leads that might just have clicked the ad to see what a nice home looks like without any intention to buy it…

A better way would be to enter the conversation already going on in the buyers head looking for homes in La Jolla…

And here’s how you think about it and do it…

Always think with the end in mind…i.e. your customer what he/she wants and then give it to them…

If you were thinking of buying a new oceanfront home in La Jolla the first question you’re probably thinking is

“I wonder what the prices of ocean front homes in La Jolla are?”

And questions like ” Wonder if it’s a good time to buy ocean front properties?”

Or ” Is the real estate bubble messed up and will I get burned?”

These are all potential questions already going on in your target customers head…

Not who sells ocean front properties in La Jolla or who is going to give me the best loan deal…

So how do we speak to these customers directly and get them onto our list and then potentially refer them to our realtor partner who we want to target…

Ok so instead of putting up a Facebook ad with ” Hey this house is for sale in La Jolla?”

We look to give value first…

We create a pdf report and use targeted Facebook ads to send potential oceanfront buyers to that report getting them onto our list.

So for this example I would create a report something like this  Thinking Of Buying An Ocean Front Property In La Jolla?” Here’s a FREE report of La Jolla ocean front home sales prices for 2017″

Now if I was going to buy an ocean front house this would be something I would want to check out so that I know that I wasn’t going to get hosed when looking for my new home.

And as a bonus if I was selling an ocean front house this report would also be compelling to me to see what price I could sell it for…

You see you potentially get both sets of new leads from this one free report…

Secondly it attracts only people who are interested in this stuff you can help with…no one is going to respond who isn’t interested in buying an ocean front house or selling one. ( better click through rate and cheaper clicks)

You are targeting the right people…

Thirdly….you are actually helping people achieve something which is why they will remember you when looking to finance the house and the realtor will also send them to you because you have got him a sale…a win-win and you build your credibility and trust by actually helping people…

Onwards…

You would include in the report something like ” The first quarter of 2017 23 ocean front homes sold in La Jolla of those 23 here is the square footage…here’s the price they sold for…here’s the agent who sold them…here’s how long they were on the market…here’s a photo of the properties…blah…blah…blah…

Next you would dig down in your targeting on Facebook and create an ad sending people to a landing page to get their free report…

Now this is where you can get tricky and get all the information you need to pre-qualify them before they go searching saving you and the realtor time…

Before they opt in you send them through a micro-commitment funnel or quiz funnel…

Something like –

Thanks for enquiring about the free report would you mind answering a few questions about your situation?

Then you ask single survey questions keeping them progressing through the funnel gathering the information before they get their report…

Questions like…

” How much deposit they might have?” 

“How much are they wanting to buy for?”

“Do they need to sell before they buy?”

Information you need to have an understanding how you can help them when they are ready to purchase…

Also information you can give to the realtor when sending him/her qualified leads…Information he/she can use…

When they have gone through your funnel you have the information and then they hit your thankyou page which says something like…

” Thanks for providing me with this information here is the link to download your free report” If you’d like a pre-approval before searching for houses please reach out and with the information you’ve provided we’ve already saved you X amount of time with your finance needs ( you should have a fairly good understanding of what kind of loan you will be able to get them)…

And you could also put at the bottom of the page if you’re looking for a good realtor who works for the buyer and gets really good deals on ocean front properties in La Jolla then I recommend XYZ…( you’re target realtor)

Now in this situation see what we have done is HELPED someone…

You’ve provided value…taken away some pain ( trying to figure out prices)…saved them some time on their loan application by getting some information first…helped the realtor pre-qualify them as someone who can afford to buy and send him some leads that he/she can use…

Who do you think he will choose when selecting a Mortgage Broker to work with?

And who do you think the buyer will want to go to help them with their loan?

My guess is someone who actually helped them without asking for anything in return except for answering some questions and giving up a name, phone number and email address for a HELPFUL free report…

The goal with any kind of advertising should be to get people on your list…period…

Once you set up a funnel like this and got some people on your list you have an asset you can use over and over again…

For example say your realtor has another home in La Jolla to sell 3 months from now…bingo you still have a bunch of names you can send follow up emails alerting to that specific segment of your prospect list that this house might be of interest…

Again helping your prospects who are looking for these specific homes and the realtor heaps of time chasing potential buyers…

Do this for all types of loans/buyers segments of your market and you’ll have a perpetual marketing machine with heaps of different segments of the home buyer’s market that you can call on to provide to realtor partners and yourself for all new homes coming onto the market…

You’ll quickly become the trusted partner with clients on demand because you take the time to build a database of people who want different loans…houses…price points…etc.

To finish off imagine if you had a database full of different kinds of people interested in different homes and different price points that you could call on whenever you wanted to…

A realtor partner just lists a new home and bingo you have interested people on your list that you could send to the realtor who’s going to get the loan…not the Loan Officer who’s buying lunch trying to get the referrals…

They won’t even stand a chance…

Anyway sorry for the long post but thought that fresh eyes on this kind of situation might help Mortgage Brokers with their Facebook marketing and how to think about it differently…

Enjoy… Please leave a comment and tell me what you think I’d love to hear the feedback…

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