Facebook Ad Basics for Real Estate Agents: The Lead Ad

We’re guessing you’d like more leads.

And you’re ready to give this online marketing thing a shot. So you log into Facebook and you want to create an ad. But this is where you hesitate. Advertising on Facebook is something you know you need to do, but it just seems… complicated. And there’s a cat picture over there that you just have to click.

Don’t give up! Read on and learn about the benefits of creating a lead-generating ad in Facebook, and get some ideas for how you can put these ads to work.

Facebook Lead Ads: The Basics

Simply put, Lead Ads are advertisements that allow potential clients to quickly and easily respond to your ad without leaving Facebook. You create an ad, they engage with it and submit their contact information, and you get a lead (Facebook). Pretty simple!

Why You Need Lead Ads

You get to meet clients where they are. Since a lot potential buyers and sellers use Facebook, it makes sense to advertise here.
With Facebook Lead Ads, people fill out the “Contact” form right in Facebook. This makes it easy for people to interact with your ads without having to leave Facebook. And by making your ad look like it belongs in Facebook and keeping your audience there, you may end up with better results.

Want to get more out of social media? Grab a copy of our Social Media Growth Guide!

What Lead Ads Do

Attract: Effective Lead Ads use a combination of graphics, images, video, and writing to attract potential clients to your listings and services.
Capture: Your goal with Lead Ads is to attract the attention of potential clients to your ad so that they will click it and provide their contact information. This is the main benefit of using this type of ad.
Deliver a list of leads: Facebook allows you to download a list of leads while the ad is still running, or you can download the leads at the end of your campaign. Don’t forget to follow up!

How to Use Lead Ads

Here are some things to think about to help your Lead Ads get more traction:

Audience

Make sure that you know who you want to reach prior to creating your Lead Ad. Do you typically work with 35-65 year olds within a 50 mile radius of your city? Try to be specific about who you’re targeting.

Offer

Consider why would someone click your ad. Think about what you could offer potential home buyers and sellers. Maybe you could give them a free comparative market analysis, an ebook about selling, a free market update, free coffee if they sit down with you to discuss their real estate needs, etc… something that is valuable, helpful, and maybe even entertaining. The people who respond are typically in the market to buy a home or are considering starting the process, so this gives the chance to open up a dialogue with them.

Creative and copy

Visuals – Ads are weird sometimes. Sometimes what you think might be a great ad doesn’t generate a lot of interest. But other times, the seemingly not-so-special ads work really well. Effective advertising requires some trial and error. We do know that people like visuals, so try to incorporate some kind of visual into your Lead Ad. This could simply be a high quality photo or some type of graphic that communicates the value of your offer.
Copy – Along with visuals, you need to use good old fashioned words (or “copy” in marketing-lingo) to communicate with potential buyers and sellers. Depending on the ad and your audience, you may choose to write with an informative tone, a relaxed/fun tone, or directly to sell your audience. Whatever you do, make sure that your copy matches the images and graphics you use, and that both copy and visuals drive your audience to engage with your ad (that’s why offering them something helps!).
Gather Info – Within the Lead Ad, Facebook allows you to collect information from your audience (phone number, location, email address, name, and more). Some of this information can be automatically filled in by Facebook. So decide what kind of information you need and include those fields on your form.
Call-to-action – Make sure your audience knows what they need to do in response to your ad.

Example

Here’s an example of a lead ad from Wordstream:

Image credit: Facebook

It looks like a normal ad, but when you click the “Download” button, you eventually land on a form that is designed to capture contact information right inside Facebook.

Image credit: Facebook

Notice what’s working here:

Compelling visuals
An offer that provides value to potential customers
Clarity: the copy tells you what to expect
Clear call to action

3 Ideas for Your First Lead Ad

Try out these ideas, experiment, and let us know how these Lead Ads work for you!

“About Me” Video Ad: Shoot a short, professional bio that gives potential buyers and sellers a look into who you are, your track record, your skills, etc. Have folks reach out to get coffee with you to discuss their real estate needs.
Carousel Photo Ad: Create a photo Lead Ad that features your latest (or lingering) listing. Include photos of the home’s best features and spaces, and write some copy that prompts your audience to request more information about the home.
Content offer: Use a compelling graphic to advertise a content offer that appeals to potential clients. You could offer a free comparative market analysis, a housing market report, a buyer’s guide, a seller’s guide, a checklist,…or whatever else would offer value to your audience.

Start Advertising Today

As you can see, Lead Ads offer lots of options and they’re a good way to add more leads to your sales funnel. Get started today!

Resources

Information about Facebook Lead Ads

“Capture More Emails with these Facebook Lead Ads Examples”

Field Guide to Facebook for REALTORS®

43 Real Estate Lead Generation Ideas 2019 [Free & Paid]