Developing your real estate lead generation techniques is a long process that requires patience, self-awareness, and the ability to learn from your mistakes. No matter the primary source of your real estate lead generation outreach, there are certain pitfalls that many agents end up unknowingly making. If your real estate lead generation ideas have led you to Facebook, congratulations! That is a great place to center your strategy around.
Facebook is the world’s most popular social media platform, with over 1.5 billion monthly active users. It is particularly popular in the United States and Canada and not just for sharing status updates and photos. Facebook is an important hub for commerce and business, and agents would be remiss not to see the platform’s opportunity.
If you are going to find the best real estate leads through Facebook, it’ll require a savvy, level-headed strategy. Your Facebook lead generation campaign can yield major results if done properly; there are just a few mistakes agents need to avoid making. Let’s look at five mistakes agents should avoid for their Facebook lead generation strategy.
Pushing the Hard Sell
The end goal of all marketing is conversions. The reason you are trying to attract Facebook leads is you want to grow your client base and help individuals either find new homes or sell their current ones. However, one mistake many agents make is being too clear in their desire to convert. You will not attract an immediate sale with a client from a Facebook Ad or a Facebook post. This shouldn’t be your initial objective at the end of the day.
Focus more on extending the relationship. The key to Facebook marketing for real estate agents is relationship building. Spark conversations, get meetings, and meet new buyers and sellers, but don’t try and acquire a client straight off the bat, or people will lose interest.
Not Establishing Your Sales Funnel
When the goal of marketing is to build relationships, having a sales funnel is important. That means that there are multiple components to your marketing outreach that slowly lead customers to conversions rather than trying to get conversions straight away. This will require some setup before you even start.
Having a sales funnel will require multiple layers to your outreach. You can have landing pages that leads who click on Ads get to, contact pages where prospects can reach out to you, and more. You should have all this set up before you begin your marketing to have the best possible results.
Too Broad of a Target Audience
This mistake is a common one to make because it is the instinct of most people marketing on Facebook to try and make their content appeal to everyone. This shouldn’t be your goal if you want to achieve optimal results. An important tip for Facebook marketing for beginners and experts alike is finding a target audience and making your content appeal specifically to them.
Your services won’t appeal to everyone, so don’t try and make your content appeal to everyone! You can limit your marketing outreach to a certain area, a certain type of buyer or seller, or a certain age group to best stand out. The more your outreach applies to a certain kind of person, the more likely the people you are targeting will interact with it.
Lacking Personality
Just because real estate is a business doesn’t mean your Facebook marketing needs to come across that way. Real estate is a highly personal industry. The buying and selling of a property typically has so much more tied into it than the exchanging of money. Your Facebook lead generation strategy should reflect this. Don’t be afraid to show your personality to set yourself apart.
There are a lot of different ways to show your personality. It can be in the general tone of the posts and Facebook Ads you create and within the content of what you share. Some great ideas of a personality post on Facebook would be showing your home, showing what attracted you to it, and talking about why you chose that area. Don’t be shy about getting in front of the camera or talking about yourself, but still, keep the primary focus on what you can offer clients.
Not Focusing Enough on Facebook Ads
While Facebook posts and pages are valuable and a necessary component to branding, Facebook Ads are where the highest likelihood of conversions are. According to HubSpot, Facebook Ads provide the highest Return On Investment, or ROI, of any paid advertising channels available. Facebook Ads should be the primary heart of your Facebook marketing outreach.
Facebook Ads for real estate agents are one of the most valuable tools at every agent’s disposal. While other areas of Facebook marketing are important, make sure to provide due attention to Facebook Ads. If you are looking for ways to improve your Facebook Ads performance and outreach, Facebook marketing tools can help.
StreetText is one of the best marketing tools available to real estate agents looking to improve their Facebook Ads outreach. It is a real estate lead generation software that gives agents the ability to connect with a huge number of qualified leads. StreetText provides agents with customizable lead capture funnels that can be automated, and it has helped thousands of agents connect with millions of leads across the United States and Canada. Try a Seven-Day Trial to find out how StreetText can help your business grow.
