When Facebook first launched, no one ever expected it to be a marketing tool. Facebook was created as a social network, to serve as a platform that kept friends and family in touch.
Fast forward almost 20 years later and Facebook is one of the largest advertising tools out there and serves as an essential business tool for businesses of all sizes. With more than a billion active daily users, Facebook allows businesses to reach new leads you might not otherwise.
Facebook is a great lead generation tool for those in the real estate industry. Facebook has become one of the largest search platforms. Through Facebook people can find homes for sale, investment opportunities, and real estate agents can connect with others in the real estate industry.
There are two types of leads you can generate on Facebook: direct and indirect leads. Direct leads are generated by sharing content that links directly back to a form on your website where visitors can provide information in exchange for an offer such as a discount, or information. This form is found on a landing page that is devoted to that specific offer.
Indirect leads are created by using Facebook during the conversion process. For instance, if you shared a blog post that included a call-to-action to a landing page in the blog post, your first Facebook share is guiding direct visitors to that one landing page.
Here are some of the ways you can capture both direct and indirect leads on Facebook:
Direct Readers to Landing Pages Shared on Facebook
Anyone can post just about anything on Facebook, so why not take advantage of it? One of the best ways to generate leads is to send people directly to the landing pages for lead-generating offers.
The key to being successful with this is to create posts that will engage your audience. You will want to have an intriguing image, that captures your reader’s attention. If you’re sharing a webpage through Facebook, Facebook might not select the best photo to share. You will manually have to click through the pictures and select the right image.
You will also want to make it clear to readers what you are sharing and why they should click the link. In other words, what’s in it for them?
Share Blog Posts
In addition to sharing landing pages, you can share blog posts. Blog posts make great content for sharing on Facebook because blog posts are intended to share relative information that could help your audience.
Sharing blog posts on Facebook is an effective lead generation method because once they click on the blog, they will find a call-to-action statement in that blog that can help them solve a problem they are experiencing. For instance, maybe they’re looking for property in an area and your call-to-action statement asks them to contact you to discuss investment properties.
Sharing a blog to Facebook is just another way to get your audience to click on call to action statements.
The key to being successful with generating leads via Facebook is to be creative with your content. Sharing landing pages and blog posts on Facebook are great, but there has to be some variation in your posts. After a while, people want to see something different other than text content and a website link.
Videos are a great way to switch up the content and boost engagement. Videos on Facebook have 135% greater organic reach than photo posts.
Videos don’t have to be minutes long, they can be a short minute or less, just to share a story and help your audience visualize something.
Take Advantage of The Call-to-Action button on Facebook
Just a few years ago, Facebook launched a Call-to-Action button for business pages on Facebook. It might just seem like a button, but it’s a simple lead generation tool that you won’t want to miss out on. This simple button is powerful and can help drive Facebook visitors to your website.
Consider using this call-to-action button to link to a landing page where visitors can share information or a contact page. If you really want to take advantage of this button, consider changing up the links to match up with your latest marketing strategy.
Create and Share Facebook Events
Facebook also has a handy event page tool. If you have an event coming up such as an open house, networking event, etc., you should create a Facebook page and share it with anyone that might be interested. This is a way to maximize your reach and ensure any event you have will be a hit. A Facebook event page is also another way to direct your audience to a landing page.
Get Involved In Facebook Groups
Facebook also offers Facebook groups where you can connect with people who share similar interests. This is a great way to connect with other real estate agents, investors, and potential leads. Facebook groups are a great way to connect with warm leads because everyone in the group is already interested in your business.
The key to being successful when using Facebook for marketing purposes is to be consistent. Consistency is so important because there are so many people and businesses on Facebook, which means your audience scrolls through hundreds of posts each day.
If you’re only posting once or twice a week, those posts become lost in between all of the other content. When you are consistent with your posting, it is seen by more people and therefore maximizes your reach so you can generate more leads.
Enhance Your Lead Generation Strategy
Building a Facebook marketing strategy might seem time-consuming, but is a great opportunity to generate and connect with leads. As professionals in the real estate industry ourselves, we recommend focusing your time on Facebook and pairing it with another successful lead generation tool- cold calling!
As great as a tool as Facebook is, not everyone is on Facebook. When you add cold calling to your marketing strategy, you connect with potential leads that you might not be able to find on Facebook or other social media channels.
Focus your time on Facebook and let us generate new leads through cold calling!
Our team of cold calling experts will discover new leads, initiate a relationship, and send you the lead so you can close on the deal.
Ready to have leads show up at your doorstep? Contact our team today!