There are 10 gazillion facebook ads competing for your attention every time you visit their site. Well, maybe it’s not quite that many, but it’s a lot, to be sure.
With that much competition, it’s imperative that you create ads that have a super-strong call-to-action so you can increase your conversion rate of your real estate ads.
What’s a “call-to-action” you ask? Well, it’s basically the request that you’re making of the viewer. Maybe you want them to sign up for something, download a free report, or take some other action.
When you’ve got a great call-to-action, the conversion rate of your ad goes up. So, here are the top 7 ways to increase the effectiveness of your ad and drive that conversion higher and higher.
1. Inspire Action
The whole point of your facebook ad is to get your prospect to take some type of action, right? So, the very first thing any ad must accomplish is to tell the prospect exactly what it is that you want them to do next.
Use words that inspire and propel action. Examples of these types of words include: register, download, attend, visit, sign up, call, email, click, etc.
For example, if you were trying to get someone to sign up for a webinar on home selling, your ad might say:
- “Register for our Home Seller 101 webinar. Click here to sign up.”
2. Be Direct
People on facebook are in a passive state of mind. They’re not looking for your real estate services. So, you must be direct in what you are asking of them so they don’t have to think about it too hard.
If you want them to download a free home buyer checklist, be direct and say “Download this homebuyer checklist.” Don’t confuse your prospect by sugar-coating your words and trying to make your offer sound fancier than it really is. Just get to the point and make your call-to-action as direct as possible.
3. Add A Deadline
When people are faced with a limited-time offer, they’re forced to make a decision or lose out. So, adding a deadline and creating a sense of urgency helps people make their decision sooner rather than later (and hopefully they will decide right then and there).
If you’re advertising an open house, you have urgency built into the ad because there is a very specific time and date of the event. If you’re advertising a webinar, again, you have a specific time and date and you could also throw in “limited space available.”
4. Make It Free
Whatever it is you’re offering in your facebook ad, make it free. Everyone loves free stuff.
Examples include: Free home buyer checklist, Free webinar, Free home seller net sheet, Free list of local lenders/inspectors, etc.
You’re trying to increase your conversion rate, so don’t put a price on anything at the beginning. Make your offer “free” and you’ll reduce the friction your prospect has to giving you their contact info.
5. Introduce a Fear Factor
I don’t generally sell “fear” to my clients, but introducing a small bit of a “fear factor” can make a difference to some people. No one wants to make a mistake, especially people who have already had a bad experience with a real estate agent or who have been involved with a real estate deal gone wrong.
Effective headlines that have a bit of fear built in include: “don’t hire the wrong real estate agent”, “will your house ever sell?”, and “are you paying too much for your house?”
6. Be Brief
Related to point #2 above, your ads should be brief as well as be direct.
No one is going to read a novel-length advertisement in their newsfeed. So, your ad needs to be short and to the point. It’s a mistake to try and warm people up with a bunch of copy before making your call-to-action pitch. No one cares what you have to say. Get right to the point and be brief.
7. Use A Testimonial
One really cool thing about facebook is that it will essentially add testimonials to your ads for you. For instance, if you’re advertising to a pool of people and a friend of someone in that pool has liked your ad, it will say “Sally Jenkins Likes This.”
But you don’t want to leave the testimonial piece entirely in facebook’s hands. Instead, you can proactively highlight testimonials by including them in your ad.
Maybe you’ve got a high-profile client that is letting you use their image for your ad. Or, more likely, you’re using a local client who has given you permission to use their picture or video for your marketing purposes.
Testimonials and recommendations can often help strangers trust you just that little bit extra to send them over the edge and take you up on your call-to-action request.
There is an art and a science to increasing your facebook ad conversion rate. Use these tips and see your real estate ads perform better.