Imagine if you could create a series of Facebook ads that were shown to people who had already expressed some interest in your services but had not reached out to you.
And what if these ads changed every few days, so that they continued to present a compelling case for the homeowner to want to work with you, almost like a mini listing presentation.
These ads would present the benefits of your services, your value proposition, your track record and showcase client testimonials, changing every few days so that the ads never became stale and moved the homeowner closer to taking action.
And what if this all happened automatically – creating an “evergreen” lead generation funnel that showed potential clients a series of ads designed to convert them from suspects to prospects – and prospects to clients.
When we began this series on using the Facebook pixel, we started out learning how to create, install and test the Facebook pixel.
The second article in this series explored how to create Facebook custom audiences. These are groups of people that you can advertise to based on their interaction with your Facebook business page, your website, landing pages or more.
In this article, I will show you step-by-step how to create an evergreen funnel using the Facebook pixel, custom audiences and an advanced ad campaign strategy.
Develop your plan
The first step in creating your lead generation funnel is to identify who you are targeting and what steps they typically take in selecting a real estate agent.
Let’s assume you want to generate seller leads.
Step 1: Create a lead magnet that reflects a “hot button” topic for your target audience
Think about the questions you are asked by homeowners.
What do they want to know more about?
Is it pricing? How to get their home ready to sell?
Then create an article for your website, or a .pdf report, where you can send homeowners to get the information they desire.
Step 2: Identify what other questions a homeowner might have before contacting an agent
Once the homeowner has visited your blog article or downloaded your .pdf report, they already know a little about you. If your article or report was packed with helpful information, you’ve already begun to establish your expertise.
Now you need to nurture that lead until they are ready to meet with you.
To accomplish this, think about the information that most homeowners would want to know;
- More information about their original question or “hot button” issue
- Your track record of results
- Testimonials from satisfied clients
- What next steps they should take
Then think about how you would communicate this information through a series of ads, shown to the homeowner over several weeks.
In this case, we will create a series of six ads to be shown over the next 24 days.
You can create any number of ads to be shown over any amount of time, so don’t feel that you have to stick to this example.
Feel free to experiment and see what works best in your own situation.
Let’s assume our original article, or .pdf report, discussed what a homeowner should do to get their home ready to sell.
Our lead generation funnel would look like this;
Day 1-4: Additional information, such as benefits of a pre-listing inspection
Day 5-8: Additional information, perhaps the benefits of staging
Day 9-12: Your track record of selling homes faster, and at a higher price, than the market averages
Day 13-16: A client testimonial, or a series of testimonials using carousel or video ads, describing how you helped them prepare their home for a successful sale and the results those homeowners achieved.
Day 17-20: An ad offering your pre-listing presentation. [Hint: you can’t call it your “pre-listing presentation” if you expect people to ask for it. To learn more about how to create an effective pre-listing presentation, read this article.
Day 21-24: An offer for a “no-obligation” in-home assessment. This offer would encourage the homeowner to contact you to set an appointment where you would provide them with an action plan for getting their home ready to sell.
Keep your funnel full
The key to making this type of lead generation funnel successful is to maximize the amount of visitors to your article or who download your .pdf report.
If you are only getting a few visitors each day, you’re probably wasting your time.
To attract the most traffic, make certain that the question you are addressing is one that your target audience actually cares about.
Then, identify multiple ways to direct traffic to your article, such as;
- Facebook ads targeting homeowners in your market
- Email marketing to your subscribers
- Promote the article on your website or in Facebook groups where your target audience is active
- Promote the .pdf report on your website using opt-in forms
- Promote the article, or report, on your LinkedIn profile
- Use direct mail to offer the report to homeowners in your niche market
The more people your advertising attracts, the more people that will enter your funnel.
Create your custom audiences
The next step is to create a series of website custom audiences that will separate your traffic into groups.
It is these groups that will allow you to show the homeowners a different ad every few days.
To create these custom audiences, we are going to use the Power Editor in Facebook. If you aren’t familiar with custom audiences, check out this guide.
Our goal is to create audiences based on the number of days since the homeowner visited your blog to read your article or downloaded your .pdf report from a landing page.
The audiences would look like this;
- Audience 1: 1-4 Days
- Audience 2: 5-8 Days
- Audience 3: 9-12 Days
- Audience 4: 13-16 Days
- Audience 5: 17-20 Days
- Audience 6: 21-24 Days
To create these custom audiences, follow the steps outline below using the Power Editor;
Create your first custom website audience for people who visit specific pages and where the URL equals either the URL of your article or the thank you page a person would see after registering for your.pdf report using a landing page.
Enter “4” into the “In the last___days” field. This ensures that the ad you create to show people in this custom audience will only be shown for the first four days after they visit your article or download your report.
You will then create a second custom website audience, this time targeting people who have visited in the past 8 days, as shown below;
You will continue this process to create a website custom audience for 12, 16, 20 and 24 days.
Create your Facebook ad campaign and ad sets
The next step in creating your Facebook lead generation funnels is to create your campaign.
Using the Power Editor, create a new campaign and name it something that relates to your lead generation funnel.
You can choose to optimize on either traffic or website conversions. In a moment, we’ll look at how the bidding we use will be more important than the optimization method.
You will also name your ad set. It is important that you include the number of days in your ad set name as shown below.
Our ad set will target those homeowners who read your article on getting their home ready to sell in the past four days.
For the time being, you can skip creating the actual ad for this ad set.
Once you get all of your ad sets created, you can focus on creating the ads for your funnel.
Set your daily budget and the schedule for your ads.
I recommend setting your budget a little higher than you normally might because given the size of your audience it’s highly unlikely you will spend the entire daily budget.
Because we want this ad to be shown whenever a homeowner visits your website to read your article, we will set the schedule to run as ongoing.
Edit your audience.
In the Custom Audiences field, you will select the custom website audience you created for homeowners who read the blog article within four days.
In this example, we named our custom website audience “Read blog post on getting home ready to put on market (4 days)”.
You may also want to enter the city or ZIP codes you serve so that your ads are shown only to homeowners who are likely to respond to your ads, as shown below;
Select your ad placement
I recommend that you select to have your ads shown only in the desktop and mobile news feeds. Because we are going to be bidding for Daily Unique Reach, we want to make sure your ads are shown where people are most likely to see them.
Set your optimization and bidding
Set your ad optimization to Daily Unique Reach, as shown below.
The reason for choosing this option, even though Facebook recommends Link Clicks, is that we want your ads shown to everyone in your custom audience.
By selecting this option, Facebook will show your ads to your custom audience no more than once per day.
If we had chosen to optimize for Link Clicks, Facebook would have shown your ads to only those people it predicts would click on the ads.
You can choose to use either Automatic or Manual bidding. In most cases, I prefer to use the automatic option.
Create ad sets for each custom website audience
If you recall, we are creating a lead generation funnel that uses a total of six ads.
We have already created the first ad set to reach homeowners who read our article within the previous four days.
We will now create an additional five ad sets to reach those homeowners with different ads over the next 20 days.
To do this, click the Duplicate Ad Set button.
You will see the following options;
Click to keep the same campaign, to create a specified number of identical duplicates, in this case 5 more ad sets, and to activate any new campaigns, ad sets or ads that will be created and then click Create.
You will name each ad set according to the number of days the ad will be shown, for example;
Read getting home ready to sell – 4 days
Read getting home ready to sell – 8 days
Read getting home ready to sell – 12 days
Read getting home ready to sell – 16 days
Read getting home ready to sell – 20 days
Read getting home ready to sell – 24 days
As you create a new ad set, you will select the custom website audience you want the ad shown to and exclude any previous custom website audiences from being shown the ad.
As an example, when you create your ad set to target your custom website audience for 8 days, you will exclude the custom website audience for 4 days.
This ensures that the homeowners who enter your funnel are shown the first ad for four days, then they are shown the second ad for four days and so on until the final ad is shown up until the 24th day.
For your ad set targeting your custom website audience for 12 days, you will exclude the custom website audience for 4 days and the custom website audience for 8 days.
For each new ad set, you will exclude all of the custom website audiences that came before.
Create your Facebook lead generation funnel ads
To build our Facebook lead generation funnel, we are creating a total of six different ads that will be shown over a period of 24 days.
To accomplish this, we will create six unique ads and assign each ad to a different ad set that we created using the steps outlined above.
To get started creating your ads, click on the Create Ad button in the Facebook Power Editor.
You will use an existing campaign that you created following the steps outlined earlier.
The ad set will be the first ad set you created that targets your custom website audience of 1-4 days.
You can name your ad anything that helps you remember where in the ad schedule it appears.
When you have finished creating the ads for each of your ad sets, the results may look like this;
How you create each ad is up to you, although I do encourage you to use your photo in the ad. To the extent you can use the same photo that is used on your website, so much the better.
This is because people who have been to your website already know who you are and seeing your photo will help them recognize you so that you stand out from the other ads and posts in their Facebook news feed.
Track the performance of your ads
As much as we wish there was a true “set it and forget it” approach to lead generation, it just isn’t so.
For that reason, you should monitor the performance of your ads in the Ads Manager to ensure they are being being clicked on. Resist the urge to change them after a few days as it may take several weeks or months to gather enough data to see how your custom audiences are interacting with your ads.
If an ad is not performing well, don’t change the entire ad.
Start with the headline or the image. Change it to something more enticing and see if your click through rate increases over the next few weeks.
Using Facebook lead generation funnels like the one we set up in this article are a proven way to attract and nurture leads.
The best part is that, once the funnel is set up, it will continue to generate leads automatically while you focus on other important aspects of your business.
You can use Facebook lead generation funnels to attract sellers, buyers, investors, first-time buyers – any target audience you want to purse – and provide them with the content they need to see how you are the best agent to help them.
If you have any questions about how to create a lead generation funnel, visit our Facebook group and post your question. I’m always happy to help you.