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Facebook's New Lead Capture for Realtors

By Ben Shepardson | August 14, 2017

When realtors think of marketing on Facebook, things like home listings and content sharing usually spring to mind. But Facebook shouldn't be overlooked as a valuable lead generation tool for real estate agents, especially now that lead ads have made their arrival.

What are Facebook Lead Ads?

Facebook's new lead ads are a real estate agent's dream come true. With just a couple clicks or taps, prospective clients are directed to a customizable form that's prepopulated with their information, such as name, phone number, email address, and other details they've shared with Facebook. They can complete the rest of the form, if needed, to take advantage of what your ad offers.

Take a look at some of some of the possibilities that help you gain more real estate leads on the world's largest social networking site:

Request More Information on a Property

Prospects who see a property online can request more information via lead ads. You can send them pricing, property features, a link to a virtual tour, or other important data that could push them to the next step in the sales process. This is especially helpful for those clients on mobile devices who are "in the moment" and need information now rather than when they can make it to their desktop.

Sign Up for Newsletters

Growing your email list has never been easier. Since Facebook already collects information like name and email address, you can have a new subscriber in as much time as it takes them to click or tap twice.

Create Retargeting Campaigns

The contact information you gain through lead ads can be used to generate Custom Audiences so you can remarket to those people. In addition, you can use this data to create Lookalike Audiences that helps you market to new prospects who share similar qualities with the leads you've already gained.

How Realtors Can Get Started with Facebook Lead Ads

To get started with Facebook Lead Ads, you'll first need to set up your Facebook business page. From there, you can log in to your account and navigate to your Ads Manager or Power Editor.

  • For Ads Manager, click Create Ad.
  • For Power Editor, click Create Campaign.

Select Lead Generation, then choose the page you'd like to use. You'll have to agree to the Terms & Conditions before you can continue.

After that, it's a matter of choosing your audience segments, budget, placements, and schedule.  You'll add your creative elements, including images and text, as well as create your lead form. You can also create custom Welcome and Thank You screens and preview your work before you publish.

You can refer to Facebook for a more detailed look at creating lead ads.

Best Practices for Realtors Using Facebook Lead Ads

As with any type of lead generation, there are a few rules you'll be better off following:

  • Keep your lead form short and to the point.
  • Include an incentive within the creative to boost sign ups.
  • Your text should offer value to show viewers why they should take action.
  • A/B test different elements, such as ad forms, images, and text.
  • Use the Welcome screen to give more detailed information about your offer.

It might take a little time and practice on your end, but the benefits look promising enough to give it a shot.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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