In our lastest blog post, CINC's Facebook lead ads expert, Harry Kierbow, described how CINC's real estate marketing team increased mobile conversion rates for our clients by more than 200% this year! Now, in the 4th and final installment of Harry's 4 Tips for Optimizing Your Real Estate Facebook Ads, Harry discuses how focusing on the right Facebook ad performance metrics can directly translate into your closing more deals.
The Ultimate Guide to Facebook Marketing: Hear from CINC's Real Estate Marketing Experts
Failing to plan is planning to fail…
A cliché I admit, but you know why things become clichés? Because they’re undeniably true.
Clients will send us ad formats and say, “Well the guy who is running this ad said he got 100 likes and 25 comments, and so on and so on…” Our question is always the same – how many leads did this ad generate? Many times, the phone goes silent. The objective has not yet been defined here.
How can you tell if a campaign is successful if you have not first defined success? Don’t think too hard – you can’t.
Before you start any campaign, sit down with your team (or your dog if you don’t have a team yet) and ask yourself these questions.
Once you’ve answered these questions, designing your campaign becomes a much less formidable task.
Here’s an example –
After defining the criteria above, it becomes much easier to then create an ad that speaks to your audience.
Here’s a sample ad:
As you can see in the example above, when it comes to success metrics, measurement shouldn’t stop at cost per lead or conversion rate – 300 crappy leads doesn’t do anyone any good.
Our Recommendation: Go beyond the top of the funnel and look at follow-up success. Find ways to source your ads specifically and then analyze results after 3-6 months of a campaign.
When Marketing your Real Estate Business on Facebook, It's Important to Focus on Your Objectives – Don’t Let Yourself Get Lost in Meaningless Metrics!