On Marketing

3 powerful principles to success

Baseball legend Cal Ripken Jr. played a whopping 2,632 consecutive games. Achieved 400 home runs and 3,000 hits. And most notably redefined the short stop position. 

Imagine that. Never having a sick day at work. Being called to play at the highest level at the most competitive environment in baseball, day after day. 

How did he do that? Consistency. 

“My greatest strength was being able to analyze and see my job. My greatest weakness was that I could take myself in all different directions. So I had to constantly focus what is relevant and what is not relevant.”


Cal Ripken Jr

There are moments when it’s easy to look forward and know what you want in life. Attend a conference. Listen to a talk. Everything’s clear, all you need to do is take action. You know the feeling. But sustaining the energy to achieve it, is something else entirely. Almost as soon as you go to work it feels hard. Sometimes before you’ve even taken the first step.

So how do you reach legendary status?

1. You need a vision
2. Get really okay with where you are
3. Remove all distractions

Then it becomes a simple matter of HOW.

Principle 1. Vision

Arnold Schwarzenegger gave an incredible talk on success. “You need a vision.” He shared that he grew up among small farms. His folks wanted him to stay in Austria. But that was their vision for him. Not his. “I didn’t want to be around farm houses and little buildings. I wanted to be in America.” Most people close to you have a vision for your life. But when you are clear on your vision, they may say no, hear “yes”. When they say that’s impossible. Hear, “That’s possible.” When they say “not yet.” Hear, “now.”

“It always seems impossible, until it’s done” ~ Nelson Mandela

One day Arnold stumbled upon a magazine of Reg Park on the cover. Reg Park was a 3 time Mr. Universe and Arnold saw him on the big screen as Hercules. “I read that and I said to myself, this is the blueprint for my life. This is exactly what I want to do.” Arnold had a vision. “Do you know how great I felt when I knew where I was going,” he said.

Reg Park playing the role of Hercules

It was just a question of “How do I do it.” 

When people saw him in the gym they would ask. Why is it you are working out so hard? 5 hours a day. 6 hours a day. Arnold had a vision. “For me I am shooting for a goal. Every rep that I do gets me closer to accomplishing that goal.” 

Principle 2. Satisfied with where you are

What stops people from achieving their vision? What make’s it hard to be consistent? They become unsatisfied with the journey. They become tired of where they are. And they make a change when they were on the right path. 

Get really comfortable with your situation. Love who you are. Love where you are. Love the way you live. Love your friends. Love your family. Love your situation. I mean this. Change happens when we get sick and tired of being sick and tired. But there are times when we don’t need to change. When we need to persist.

Change happens when we get sick and tired of being sick and tired. But there are times when we don’t need to change. When we need to persist.

Pete Adeney retired at age 31. This is a true story. He started work as a computer engineer in his 20s. And got really comfortable with having less. He road his bicycle to work. Didn’t have a car or a payment. He lived in a small house. But was happy with his life. He was able to live on $25,000 per year. So he saved the majority of his income.

 Adeney with his bike

Meanwhile his friends were living on $120,000 a year. They drove nice cars, were purchasing bigger homes, and spending everything they made. When he retired at 31 they were broke.

He had a vision, to retire. And he could achieve that vision because he was satisfied with his quality of life. This may sound crazy but it’s the biggest secret that I know of. Being satisfied with where we are in life makes achieving where we are going possible.

Principle 3. Remove all distractions

Cal Ripken Jr had a vision of playing in the big leagues. A very humble guy, some days he felt he was playing beyond his ability. But then he would remember he put in the work and could do the drills and would ground himself. 

But there’s a lot of noise that can try to knock you off your goal when you’re focused. Distractions come from left, right and centre. Cal spoke of how he would notice subtle changes in a game and could see an opposing team getting ready for retribution. Maybe they’d start throwing balls wide toward the batters. This could throw him off his game. Obviously you don’t want to get hit by the ball. Yet it was all mental. He’d watch other batters step up to bat completely ignorant to what was happening and then crush the ball. He wondered, “Didn’t they notice what was happening?”

“Sometimes being so much in the moment that you don’t see what’s going on around you. That’s a good thing. My battle all the time was to stop those other things from coming in that could take away from that concentration of that moment,” said Cal.

Removing distractions isn’t about doing one thing for the rest of your life. It’s about removing the noise that contradicts your vision. That your goal is worth it. That the world is good. That there is hope for your future. That you can play at this level.

Mike Ferry, world famous coach, shared that he stopped reading the news 40 years ago. He shared that he was walking home one night and about 40 cop cars were surrounding a neighbouring condo. His wife asked, “What’s happening.” He responded, “It doesn’t matter. As long as they are not after me… ;)” 

His point is that distractions can take our mind away from what matters. Our vision. 

After I heard this I turned off Apple News on my phone.


These 3 principles are foundational to achieving great accomplishments. But the key principle – the secret nobody talks about – is the second principle. The secret is that you’re already a success. And being satisfied with where you are on the journey is critical to sustaining it.

When you have a dream, a goal, or whatever you want to call it then you have a vision. There are times when that goal may feel out of reach. But it’s not. The only time it’s out of reach is the moment you stop making progress towards it.

Achieving a goal is much easier when you know where you are going. When you enjoy the journey. And when you are free of any mental distractions pulling you away from your destination.

So what is your vision? What are you grateful for? And what distractions will you remove?

On Marketing

🔰 4 TIPS for making Facebook ads look NATIVE🔰

Creating a successful Facebook campaign starts with the ad. If it looks and feels like it belongs on the newsfeed then people will engage with it. Today I’m going to walk you through the 4 Tips for making Facebook ads look native 🔰

The goal of any Facebook campaign is to stop the user from scrolling and spend a few seconds looking at the ad.

People come to Facebook to connect with friends, to see something familiar, and to see what’s happening locally. So creating ads on FB is all about making it look as native as possible. It needs to feel like an organic post.

1️⃣ Use an image (or video) people will identify with

  • Show something that the user can feel related to
  • Try to avoid very generic stock images
  • Give context to your readers.

(Harder than I would have thought to find an ad that does this well, but Tom Ferry pulls it off)

2️⃣ Use legible text that is less than 20% of the ad

  • Use fewer words, shrinking the font size to keep that ratio will make the text invisible.
  • Contrast the font color with the background.
  • Increase readability with two different font weights.

3️⃣ Match the background to the landing page.

  • This tactic drives follow through.
  • The continuity lets the reader know they landed on the right place

4️⃣ Icons and graphics are your friends 🌈

  • Use emojis in the text and headline.
  • They catch the eye of the reader or direct it towards a call to action.

There you have it, you’re off to the races. Let me know how it goes!

On Marketing

Superman, the surprising true story of how it almost didn’t happen

The first issue of Superman was printed in 1938. Picked up in radio, movies, books, television and video games, it was a huge success. But it almost never happened. If it wasn’t for the tenacity of creators Joe Shuster and Jerry Seigel the world’s first superhero would never have been published.

It took an incredible 5 years of perseverance for the creators Joe Shuster and Jerry Seigel to get it picked up by a publisher. 

Initially they aspired to publish it as a syndicated newspaper comic strip. Jerry would write the script and Joe would illustrate it.

But rejections followed suit. Newspapers told them it needed to be more sensational.

So they tweaked their character and took their story to Consolidated book publishers. At first the publishers appeared to show interest, they even pitched it in person to a delegate, but ultimately Consolidated rejected them too. Writer, Jerry Seigel, even tried to switch up the illustrator and hired then established comic artist Russell Keaton. But that work was rejected by newspapers too – and to put the nail on the coffin, Russell Keaton abandoned the project.

Joe Shuster hadn’t been thrilled about his sudden replacement. But later that year they reconciled and in 1935 finally had a couple strips published. It would take another 3 years for their big breakthrough.

In 1938, while they thought they were negotiating a deal with McClure Newspaper syndicate for Superman Joe and Jerry were informed that McClure too would be rejecting them. But luck and timing would finally be on their side. At the same time as McClure was pulling the plug Action Comics were in the throes of publishing their first issue and were eager to have Superman featured. It was the perfect fit. The rest is, as one says, history.

With no guarantee of success, 5 years is a lot of time to continue with a project when receiving very little else than rejection. It reminds me of this famous cartoon below. You may never know how close you are to your dreams if you turn back.

With each rejection Jerry and Joe set to work to refine their story and their character. Had they had success from the get go Superman would have had psychic powers given by a mad scientist. But instead Superman progressed to develop super human strength, born on planet Krypton and raised by farmers in a small town on earth after being found in crashed space ship, where he was raised to have noble character. 

And the end result? A better character and storyline.

Business is like this. There’s a ten year story behind many an “overnight” success. With each new obstacle there’s an opportunity to improve and a decision to grow and continue. A mentor of mine used to say that when it comes to growing a business problems don’t go away, they simply get better.

On Marketing

5 Quick Changes To Get More Real Estate Buyer Leads From Facebook Ads

Douglas Klein was running a Facebook ad campaign and funnel to advertise his listing and reach people buying homes in his market of central New Jersey. 

Using a simple method of testing the ad’s image he was able to reduce his cost per home buyer lead from $9.96 to $0.95 – that’s a whopping 10X improvement. Today I’m going to show you exactly what he did to achieve that – and how you can too in 5 simple steps.

Let’s get started

Step 1: Douglas launched an ad campaign on Facebook to advertise his listing and attract real estate buyers.

Douglas used StreetText to quickly post his real estate listing as a lead ad. That way he didn’t have to manually setup the FB lead form. Instead it’s done for him and any leads captured automatically show up in his dashboard. And it worked. He was getting leads at $9.96

Step 2: Douglas re-launched the same ad to tap into Facebook’s audience algorithm

Facebook gives ads a “score” based on their initial 500 impressions. The better your score, the better your cost per lead will be. But Facebook ads are in an auction and the conditions of that auction can be different at any time. Factors such as how many other ads are running, who’s logged in at that moment, and who sees your ad. The chance that you launched your ad in the perfect conditions the first time, is pretty low. The only way to ensure your ad is getting the best score is to relaunch it a few times. Giving FB’s algorithm many opportunities to get the right combination.

Douglas relaunched his ad using StreetText, so it was easy because he didn’t have to recreate the ad or the FB form. And he was able to reduce his cost per lead on one of his test to $5.27. That was an immediate savings of $4.70 per lead!

And all he did was relaunch the ad a few times.

Step 3: Douglas then tested this ad’s image against the same ad with different images

Have you heard of the concept of a Local Max? Basically, when you test the same ad against itself, eventually you will find the best results possible for that ad. That’s called a “Local Max” but… it’s not the “Absolute Max”

The way to find the Absolute Maximum is to test the ad against ads with different images. And that’s what Douglas did using a free tool called Canva. By using including multiple photos of his listing in the ad’s image he was able to reduce his cost per lead down to $3.74 That’s a 3X improvement.

But he didn’t stop there. This is where running your own ads get fun.

Step 4: Douglas then tried adding text to his image… and magic happened.

Using the lessons Douglas learned in his first tests he combined the 3 photos with some simple text.

By simply including the beds, baths and a “Broad Range” price, he dramatically increased his click-through rate. He dropped his cost per click to 0.95. That’s a 10X improvement. Hold your horses, whoa! 

Step 5: Douglas used Facebook’s ad text tool to optimize how much text he was displaying on the image.

Having text on an ad’s image can dramatically impact your ad’s result. But, text on an ad can easily look spammy. Facebook doesn’t want that. If there’s too much text, usually 20% or more of the image, they will disapprove the ad. So they actually have a tool that you can use to ensure the image is optimized to have just enough text.

Facebook tool to optimize your ad image’s text.

You can see that Douglas’ ad’s text is at the limit of what Facebook wants. So optimizing it will improve results further.

That’s all there is to it!

Let me know how this works for you.

If you already are using StreetText you can easily create your own Listing ads from the funnels page. Simply select the Property Listing V1 (Lead Ad) from within your market-ready funnels. And you’re off to the races!

Have a great day!

On Marketing

How to prioritize your activities to do the ones that drive the biggest return for your time

Vilfredo Pareto

Have you heard of the 80/20 rule? It’s a fantastic law of nature first observed by Italian economist Vilfredo Pareto in 1896. After noticing that 20% of his crops produced 80% of the harvest he pondered if this could be true for human activity as well. Pareto discovered that it was. Through a simple observation he uncovered what economists now refer to as the 80/20 rule.

When you’re wearing 5 hats, serving your clients, answering emails, and scrambling to stay on top of your tasks its very easy to go through a week having done a lot without doing anything to help improve the business itself.

If you were to take account of the possible tasks you could do in a week, you would see that some of them will have a big impact on the growth of your business while the rest barely move the needle at all.

In fact we now know that less than 20% of your activities account for 80% of the results you want. This begs the question, are you prioritizing the right activities? The people that consistently grow their business have developed a knack for getting the stuff that matters done, no matter what.

But how do you know which task is going to have the biggest impact?

Fortunately there’s a really simple framework created by Sean Ellis known as ICE. Sean Ellis was Dropbox’s first full-time marketer as the company exploded in growth. 

Dropbox growth curve after implementing the ICE framework

Doing the right things is more important than doing things right.

Mark Suster

When I first heard of the ICE framework, I began implementing it immediately. It was so easy.

ICE stands for Impact, Confidence and Effort. 

To use the ICE model, first you need a goal. Let’s say you plan to grow your business by 10 extra deals this year. That’s a good target.

Impact: On a scale of 1 to 10 how much of impact will this task/idea have on the goal.

Confidence: On a scale of 1 to 10 how much experience do you have with this task and did it work before? Have you tried this task before? Did it work? If the answer is no, give it a 1. If the answer is yes and it worked give it a 9.

Effort: On a scale of 1 to 10 how much time will this task take? If you’re working with a team, sometimes you have to ask the personal responsible to give you an estimate.

Then simply add up the numbers and divide them by 3. That will give you an average score. Sort all your ideas by the score and you will have a list of items that you implement in your business in order of the biggest impact.

All you have to do now is prioritize that task each week. No matter the tornado of your daily tasks, get it done. Look back at the end of the year and you will see your business has grown.

Here’s an example of the ICE framework in action.

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On Marketing

Why the mythical Bigfoot joined our team

If your company is venture backed and it takes off (think hockey stick curve) then it’s known as a Unicorn. But if you’re self-funded and things takes off like a rocket ship, then it’s something else,… it’s a Bigfoot.

Well… Our heart is all about helping authentic business professionals grow. And… We just so happen to be founded in the Pacific Northwest, home of the mythical Bigfoot. And what does Bigfoot love? Evergreen forests. And who doesn’t love an evergreen funnel. And Bigfoot just so happens to be a very humble and friendly ad expert. 

So when Bigfoot approached us about joining our team we couldn’t say no. For us, having the mythical Bigfoot part of StreetText just made sense.

The mythical Bigfoot loves digital advertising. Who knew. He’s a real pro at it. So you may see him pop up on your screen here and there as he does his favorite thing in the world and make your ads shine.

He’s working hard, behind the scenes, letting you know if your ad is working, getting leads, and turning driving results.

On Marketing

What to say in your video email when following up with Home Valuation requests

Sarah Allen is a real estate agent based out of Mankato Minnesota. In a previous article I shared how she doubled her business in 12 months

She runs Facebook funnels to capture leads using StreetText and follows up with personalized video to get more walkthroughs using BombBomb. 

Having been in real estate for only 2 years how did she get traction so quickly? Well being a professor of Communications Studies probably didn’t hurt. And neither did applying what she learnt at a recent NAR conference.

While at a NAR convention one of the panelists were using StreetText and BombBomb together. “He said he’s been able to get so many clients just because of the video interaction.” 

A first impression is a lasting impression. And it’s hard to convey sincerity in an email. Video captures your facial expression, your tone, and gives you a chance to be personal in your introduction.

Sarah shares that in her first video she says…

“Hey I’m Sarah Allen. Nice to meet you, Greg. How’s your day going? Saw that you wanted your home evaluated, would love to do that for you. I need to get inside your home to get a more accurate assessment. So why don’t we set up a home walkthrough, usually only takes me about an hour to do. Let me know what day works for you.”

You can find part 1 of Sarah’s story here. How Sarah went from 12 to 24 closings in her second year of real estate

Get more listings

Use Facebook Ads to get leads, spark conversations and get more listings with StreetText!

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How Sarah went from 12 to 24 closings in her second year of real estate

Sarah Allen, Real Estate Agent – Mankato, southern Minnesota

Sarah Allen has been an agent for two years. Things didn’t click right away. “It was a lot of trial and error, which was frustrating the first year. Trust me, there were plenty of nights where I was like, ‘Why am I doing this? Real estate’s not for me. This deal, this client, I don’t know if I can handle this and the stress.’ That’s what you don’t see in those TV shows, is the stress behind real estate.”

Markus Willard conferenced called Sarah to learn why she got into real estate, how things are going, and how she doubled her business in her second year of real estate.

“I’ve always had a really strong passion for connecting with people.”

“I’m probably like millions of other people who watch HGTV and I’m like, ‘Oh, that looks fun.’ I remodelled two of my bathrooms. I increased the value of my home just through equity and made a great profit on it.”

“At this time I was a college professor in Mankato, Minnessota. I’ve been a professor going on for 11 years teaching Communication Studies.  If you know where Minneapolis Minnesota is, I’m about an hour and 20 minutes south of Minneapolis.”

“In the summers I only teach one or two classes. So, real estate would naturally work with my schedule. I thought about if for 3 months and finally I said, ‘Okay. I’ll take the classes and see what this is all about.’ It’s another one of those instances where the first moment I got into it, I was like, ‘Yeah. This is what I want to do.’ It’s nice that it’s a career where I can balance both my passions.”

“My first year was just a lot of trial and error and messing up, and realizing, ‘Okay, never doing that again. This is what works, and that worked really well,’ but the whole time has just been focusing on the relationship aspect and making sure they feel comfortable and confident with me as an agent.”

In her first year of real estate Sarah did 12 transactions. “That was my goal and I hit it.” This year Sarah’s goal was to double that. “I want to do 24 transactions, and I’m pretty sure I’ll be able to do it. I’m on pace to do it. This month was huge. I had six closings this month.

So what strategies is Sarah using to hit her goals? And what strategies work best?

“First writing goals is important and then coming up with strategies for reaching the goals. I’ve increased my marketing a bit this last year… and trying to build my personal brand. I know I’m being recognized a little bit more within the community because of that marketing.”

“I also got a few referrals this year from my clients that I worked with last year and I had a couple repeat clients. But really with StreetText I can’t stress it enough because I’m having good success.”

“I joined StreetText right after the NAR convention, that was December of last year.”

I went to a panel, and there was a guy on there that actually was using StreetText, and then he said that … StreetText and BombBomb, use them together. He said he’s been able to get so many clients just because of the video interaction.”

“I heard a lot of different ideas at NAR and different generation programs that you could use but this one just kind of stuck out and then having the free trial was a huge bonus. And then it just worked so well that I was like, okay yeah I don’t need to try any other ones ’cause this one is clearly going to work.”

“Just the overwhelming amount of leads that were coming in from StreetText was crazy, especially because a lot of agents that I was working with on my team… a lot of them use Zillow. But hearing how much they were paying for those leads and hearing how many of those leads were just bad, bad leads. Then, seeing through StreetText that I was getting real people who really wanted their home evaluations.

“I’ve gone to 15 or 16 walk throughs and then 3 listings as a result of those and I’ve got my next listing next week. And there’s a percentage of those walkthroughs that are just not ready yet.” But Sarah left a lasting impression, so she’s creating a relationship there.

A lot of my colleagues are like, ‘How are you getting all these leads? What are you using?’ And I really don’t want to tell them, but at the same time, I like healthy competition.”

“That’s a pretty strong ROI. Most people would say, it’s about converting leads at a high percentage but I was like, in real estate that’s actually really good.” Homes in her area are on the market for around $200,000. In one year she’ll have closed 5 deals from StreetText. She is spending about $9/day on Facebook and $200 per month on StreetText or around $2400 for the year. That’s a good ROI, “I would say.” 

Sarah says, that if she were starting out again she’d give herself this advice, “Patience is key and just that perseverance that it will pay off. And not saying the stress is gonna go away but it just gets a little bit easier knowing that you can get through those difficult times and be able to have a lot.”

Also, “It’s about always being willing to go the extra mile for a client. My family has always had a very hard work ethic and always wanting to help people and never expecting something in return if you are going to help somebody. And so I’ve had that really instilled in me. I’ve helped several clients move. Just two days ago I was over at a clients house filling in nail holes with putty and then I went back the next day and painted them because they’re out of the country. People obviously really appreciate that.”

Prospecting and following up with leads can be scary at first. Sarah has been practicing and teaching others on how to overcome fears.

“The biggest understanding you need to know about yourself is where is that fear coming from? Inside, you have to rationally ask yourself why am I so fearful? So, on the first day of class I ask, ‘What’s the worst that could happen when you’re up here talking?‘ Some people say, ‘Oh, I’m going to forget what I’m going to say,’ and I respond, ‘You’re going to see me forget what I’m going to say several times this semester, and I’ve been doing this for how many years? So, it’s not a big deal. You move on.”

“Or they say, ‘Oh, these people don’t care what I’m saying and now they’re judging me.’ And getting over that fear just comes from personal growth.

Sarah has applied her can-do attitude to real estate, she’s invested in learning, attended conferences, she’s been willing to try new things, proactively overcome her fears and implemented the strategies that she’s seeing working. In all that, she’s given back to her clients – willing to go that extra mile. This year she’s doubled her business, can’t wait to see where she takes her business next.

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On Marketing

Facebook releases new image format, finally!

Facebook’s new new square image format finally launches and it’s a great way to stand out from the pack right now before the rest of the digital marketing world catches on.

Facebook has began rolling out their new square ad format and it’s seriously awesome.

Newsfeed Ads are finally getting the impact they deserve on mobile. Mobile traffic accounts for a significant portion of all Facebook’s ad impressions. And while the landscape ads continue to look good on desktop, they’ve been a bit lackluster on mobile.

Well, no longer.

The new 1:1 image format will maximize the impact on mobile screens.

How can I implement this ad format?

The process of creating this ad is the same as before, just be sure to upload a 1:1 image format. And you’re all set!

What’s the ideal size?

For a new square image it’s 1080 x 1080px

For the original rectangle image it’s 1200 x 628px

Utilizing the StreetText platform to test!

As with any Facebook change, it’s best to test. And this is brand new.

Instead, create two ads with the same words (copy) each with a different image size. One with a 1:1 aspect ratio and the other with a 1.91:1 ratio. 

  1. Login to your account and navigate to your Facebook funnels
  2. Then deploy the funnel of your choosing. Keep the copy and the area you are targeting the same for both.
  3. Adjust the image on one ad to the new format.
  4. You’re all done :)

StreetText will automatically show you the stats in your funnels page. Within 500 impressions you will know the winner!

Have fun launching your next Facebook ad as a square!

Get leads from Facebook, today!

Use Facebook and Instagram ads to generate leads for your business to grow your bottom line.

On Marketing

How to generate leads on Facebook?

Today, we’re going to go over how to generate leads on Facebook. You will learn what lead generation is, how Facebook lead generation works, an overview of demand generation, what a funnel is, and what you can do to generate your own leads on Facebook.

Why do you need leads to grow your business?

Facebook advertising for lead generation

Many people dream of having a fast growing business. Whether it’s being at the top of your market, being part of the 3%, getting on Forbes Top 50 under 50, or simply having more freedom. Having a working plan in place for customer acquisition is essential to rapid growth. And lead generation is where it all begins.

Short-term hacks vs. long-term strategy

Most new businesses fall into the “short-term” trap. We’ve all heard of the saying, “The grass is greener on the other side.” Well there’s another equally problematic mindset, “There’s got to be an easier/faster way.” I can empathize. We all need to eat. And there are times when chasing the next meal becomes the only thing that matters just to get to the next month. But… the trap is staying there too long that it becomes business-as-normal.

If you’ve been there too long you may recognize some of the symptoms. Have you ever felt that you’re in a rollercoaster business? It’s busy one month and dead quiet the next. Have you ever switched to a new strategy, before giving the first one time to grow? You’ve invested in systems, technology, or coaching and then switched to chase what looks like a shinier object, before reaping the rewards from your earlier efforts.

A short-term plan is one that you won’t continue doing in the future. For example:

  • Personally following up with every new inquiry
  • Relying soley on your personal and professional network to get customers

A long-term plan is one that scales with your business. Such as:

  • Creating a drip email campaign
  • Using technology to follow up with inquiries, automatically
  • Building a scalable lead generation process

As your business grows, keep these numbers in mind:

0-10 transactions: 90% short-term tactics | 10% long-term tactics

10-50 transactions: 50% short-term tactics | 50% long-term tactics

50-100+ transactions: 20% short-term tactics | 80% long-term tactics

Let’s jump into it.

What is lead generation?

First, let’s begin with lead generation. It’s important to have a firm grasp of the topic as lead generation a fundamental part of growing a business.

In marketing, lead generation is the initiation of inquiries into a businesses products or services. Leads can be created for the purposes such as list building, e-newsletter lists acquisition or for sales leads. Leads can come from different sources.

Once captured, a salespersion reviews and qualifies the lead. If deemed to have potential, the lead gets converted to an opportunity for business. The opportunity then has to undergo multiple sales stages before the deal is won.

Lead generation therefore is at the top of the sales funnel. There is much debate in the sales profession as to what constitutes an actual “qualified” prospect. It’s generally agreed that a BANT is a good formula. A qualified prospect has the budget, authority, need and the timing is right. While it’s possible to get some of this information ahead of time, this step requires sales prospecting. The process of reaching out to a lead and only after this step does the lead qualification start. I’ve seen many people fall into the mistaken belief that lead generation should bring them pre-qualified leads. The best a well designed campaign can do is help identify people most likely to have better quality scores. No matter how you do slice it, it still takes a human to qualify a lead.

The flow is as follows: (Wikipedia)

  1. Leads are generated
  2. Sales prospecting begins to identify good potential fits
  3. A lead is qualified
  4. Follow-up begins until the timing is right
  5. Sales activities start

How does lead generation work on Facebook?

Facebook lead generation is the process of collecting leads for your business through call-to-actions on paid Facebook ads. Usually seen as sponsored posts in the newsfeed.

Facebook Ad – “Call to action” examples

Unlike other digital advertisement networks like Google Adwords, Retargeting Ads, or display ads – Facebook enables you to reach audiences with behaviors similar to the leads you’re capturing. Because of the power of audience targeting, you won’t have to wait until potential prospects are ready to search for their solution. What that means is you have the opportunity to find and reach people interested in your services before they have made the decision of who they plan on using. This gives you the chance to establish your business as the leads first choice as they go through the education process.

This is one of the primary reasons Facebook is so effective at building a list for email newsletters and prospecting.

Facebook lead ads versus Facebook conversion objective

Facebook gives you many options to create an ad that works best for your needs. However, this creates the question, which ad type is most effective?

Facebook leads ads allow you to have a lead provide information without leaving Facebook. Whereas conversion objectives rely on capturing information in a hosted landing page.

Facebook lead ads

When a person clicks on your ad they are taken to an on-Facebook instant form. They can then confirm prepopulated info or enter new info before clicking the “submit” button.

The advantage of using a Facebook lead ad is that you can collect contact details without requiring a person to leave Facebook. The disavantage of lead ads is that the leads do not automatically connect to your CRM. This makes automating follow up challenging. You can either use StreetText. a 3rd-party tool, or download the list of leads manually. The other disadvantage is that fewer people click the link to visit your website.

Facebook conversion ads

Facebook ads that rely on a conversion pixel works a by taking a user to a website and firing a pixel at the moment the lead fills in their information.

People are used to clicking on Facebook posts to visit websites in their newsfeed. So it feels natural to users. The disadvantage is that users need to enter all their contact information.

The advantage is that if you’re using StreetText or a form you can connect your submission directly to your CRM. Also, since the person is on your website you have to oportunity to provide them secondary offers.

Which is best?

We’ve tested many interations of both, and can conclusively say that while both are effective, the conversion objective gives you consistent results and more ability to make the most of your leads journey.

You may now be wondering, what should I make my ad

Do you have a strategy for Demand Generation?

Demand generation is the focus of targeting marketing programs to drive awareness and interest in your company’s products and services.

Facebook is a cost-effective way to simultaneously generate demand and leads.

What is a funnel?

I’m sure you’ve heard the word funnel when it comes to digital marketing. Wikipedia describes a conversion funnel like this, “the journey a consumer takes through an internet advertising or search system and finally to a sale.”

Using this metaphor, advertising efforts can be aimed a top of the funnel, middle of the funnel or bottom of the funnel potential customers. (Also known as ToFu, MoFu, and BoFu).

ToFu (Top of the funnel)

This will be your biggest audience. It’s the top of the funnel. Think of it as content that attracts the broadest segment of people that may be interested in your company. For example, a baker may share a free download of delicious recipes. 

MoFu (Middle of the funnel)

Once a lead converts to a ToFu offer, they’ll progress to the MoFu stage. Think of this as the decision making phase. If a person clicked on a list of homes for sale in ToFu, they will now be browsing list of homes.

This is viewed as the most complicated stage because of the diversity of needs combined with they fact that they’re not fully qualified.

In this stage of the funnel your content should both continue to educate this person on what they need to make a decision and why your company is the natural choice, when they are ready.

BoFu (Bottom of the funnel)

This is the most crucial stage since you’re going for the sale. At this point a person has learned about your business, has educated themselves on their options and is ready to make a decision.

BoFu content consists of a pricing page, free trial, free evaluation, free demo, etc.

You will want to have sparked a helpful conversation with your lead by the time they have reached BoFu. You’ve prospected, cultivated and nurtured your lead, now it’s time to harvest.

Building your own Facebook lead generation funnel

Building an evergreen funnel 

Creating a lead generation funnel that gets you leads takes time. Setting up the email drips to nurture them and the text message bots to ask qualifying questions all takes time. But there’s good news at the end of the road.

Evergreen funnels!

When you setup a good ToFu funnel, your lead generation campaign begins to take on a life of its own. In fact we’ve seen some users run funnels on StreetText that have continued to perform well for years. Bringing them a steady stream of the right prospects, week after week.

It’s an investment worth making.

An evergreen funnel is a lead generation campaign that continues to work for a long time. When you have an evergreen funnel running, you save time, enabling you to focus on the other things that matter. Such as prospecting and serving your clients.


Generating leads on Facebook can grow your business. You can capture leads on Facebook using Facebook lead ads or a Facebook conversion objective ads. Obviously, I’d love for you to try a tool like StreetText to get a proven and ready-made lead generation funnel. However you choose to generate leads, it’s worth it.

Lead generation on Facebook is a long-term strategy. If you’re serious about investing in the growth of your business and getting a system that scales with you, then Facebook lead generation is for you.

See you on Facebook!