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How To Get Real Estate Leads (New Audiences)

Published on: December 6 2022 by Jaime Resendiz

How To Get Real Estate Leads (New Audiences)

How To Get Real Estate Leads (New Audiences)

hey everyone this is Jaime Resendez with
eco real estate advisors as you may have
heard real estate Facebook audiences are
gone over the past several days / weeks
some of the target audiences that real
estate professionals have counted on to
run their promotions or run their ads or
demonstrate their services are no longer
there so this goes back to third-party
data and Facebook not not doing that any
longer so they were getting information
and integrating it into an algorithm in
all that fun stuff so that Facebook was
able to provide and serve to real estate
professionals and professionals and many
other industries where Facebook was able
to provide audiences that were likely to
use that specific marketers without
specific practitioners services
essentially making it much easier for
for people to run at and actually be
successful I more revenue for Facebook
considering that if I'm a real estate
agent I'm targeting people that are
highly likely to use my services from a
buyer perspective or from a seller's
perspective it just became that much
more entiking for me to actually use
Facebook and target the specific people
that I wanted to target however some of
those audiences are no longer there so
you were in the past able to target home
owners people that are likely to move or
people that Facebook had a good reason
to believe were likely to move renters
and also people based off of their
income so all of these were
self-reported especially the income
version so
the income target or demographic and
these are no longer there which many of
the real estate professionals right now
are scrambling to find a different
strategy because it was very simple to
go and create an ad target people that
are likely to move and actually get
leads regardless of how good or bad your
AdWords or good or bad your imagery
letter or whatever the case may be it
was a lot simpler like anything more and
more people started advertising on the
platform and started to cause the lead
costs to increase and so there's a bit
more competition so some people got
squeezed out organically but regardless
regardless whether they were squeezed
out because of the price or the relevant
score over the case maybe even the
person that was nearer to me Facebook
platform or newing you were to add vert
izing they were still having success
with likely to move as an example or
targeting renters as another example
because their message was actually being
presented to their audience they may not
be as a effective or efficient as other
marketers out there or other real estate
agents out there or the professionals
that were advertising on the platform
but they were still getting business now
but now that the audience certain
audience targets are gone then you start
playing for for something for something
else and that's what this video is about
essentially giving you three different
strategies that you could run that you
can implement right now and start
generating and to start generating
business so the long term strategy thing
to understand about the long term
strategy as the name suggests it takes a
little bit longer so you have to be more
patient than than the other two
strategies that I
that I've suggested but also with the
long-term strategy understand that it's
going to cost you a little bit of money
and essentially how that works is you
target a larger audience and don't put
so many filters when you're creating
your audience on Facebook you're not
gonna put many filters in it because
you're really casting a light net and
then you start the segmenting of the
audience ultimately you that
audience and generate a lead and you'll
see what that looks like on on Facebook
we're gonna go over and check that out
but I want to wanted to present this
conceptually first and then we're gonna
get into the practikal the actual how it
works and goes a little bit beyond
theory so I want something that is
practikal I want something you do have
at your fingertips ultimately so you can
make it actionable now that's the
long-term strategy go with the large
large audience segments that audience
that you're targeting and then retarget
them ultimately you uh you get leads on
the back end if you will or towards
towards the end this segment and
audiences with the audience's that went
away these the homeowners like the
remove renters and income you can
consider those being here you didn't
have to spend money and time targeting
larger audience and then getting to the
segmented Facebook provided these for
you so when you're toking about a
conversion funnel or a lead fun or a
cell spun or whatever you want to call
it you were a little bit further down
the down the path because Facebook had
already done this for you and produced a
segmented audience that you could then
run an ad directly to and essentially
serve you some some leads so that's the
long-term strategy that'll always be
there because you can start segmenting
your own audiences and market to the
people that you want to
now go into the midterm strategy three
things that you're going to want to do
for a midterm strategy is target real
estate interests target family changes
and then niche them into specific
demographics that you want to work with
or a specific job well the specific
industries that you want to work with
and you'll see how that works on
Facebook the midterm strategy takes a
little bit less time and it in theory
should cost a little bit less which you
will see in actuality that that's that's
the case short-term strategy really
focusing around custom audiences and
look-alike audiences that is very very
beneficial for you as a as a real estate
professional
now some pros and cons to this are that
if you're a newer agent then a custom
audience is a little bit more difficult
to to generate you pretty much have to
go back to a medium or a large long term
strategy and try to get try to get email
to try to get names try to get physical
location so essentially keep created
database for yourself that you can
import into Facebook and ultimately
create that custom audience so if you
haven't done much business if you're
newer to the industry and don't have
past clients then a custom audience
becomes a little bit more difficult so
you have to spend money in advertising
and generating that database generating
that audience that you can import into
Facebook for it to actually produce
something of value to you and the
look-alike audience is leveraging the
custom audience so if your new agent
you're at a bit of a disadvantage in
more ways than one
but as on the on the flip side if you're
a more established agent and have had
transaction
and have had business or have been
around a little bit longer you do have a
more robust database that you can
leverage custom audiences a little bit
easier so you don't have to spend as
much money to to spit out a custom
audience or a look-alike audience it but
again with the short term strategy in
the nature of this video I want to
provide actionable solutions for you and
not just complain about be about the
easy button and going away so that is a
bit of an introduction into the problem
let's let's get some solutions right
there we go okay all right this is go
ahead of myself we're doing here all
right okay this is your custom audience
this is your audience's tab now to get
here you most of you that you're
watching this video and if you're newer
to Facebook this this may this you may
not necessarily know how to get here but
I do have a facebook course that teaches
you everything from beginning to end so
feel free to jump over in the comment
section in the description section you
have a link to it but essentially what
we're doing is we're going to the
audiences and that long-term strategy
that I mentioned earlier is going to
look something like this
you're gonna go to create an audience
and do a saved audience now I before I
launch any ad I actually save an
audience prior to I don't like running
an ad going from the campaign section
going then moving to the ad set and then
actually creating the ad because
whenever I create something I wouldn't
be a little bit more efficient with my
time and
I don't have to recreate the same
audience every single time that I'm
trying to target that audience I want to
call it back so I go to the audience's
tab to create that audience now to show
you what it looks like in actuality
let's do this target yeah let's go
Dallas will narrow it down this is more
of an example so you see it so if you're
targeting in Dallas your potential Reach
is 19 I'm sorry 1 million nine hundred
thousand people so if you went on that
long term strategy and you were trying
to farm the entire Dallas area which I
wouldn't suggest to do this but if you
have the money and the patience and
everything else that by all means Target
Dallas and then start start drilling
away and start segmenting your own
target audience and let's see just to
save ourselves a little bit of money
let's target more of the first
first-time homebuyers let's go here so
that's a good range let's see if we
narrow down that audience a bit there we
go we just whittled it away and saved
ourselves a lot of time and a lot of
money getting down to gin there a
generic profile of a first-time
homebuyer so the age you do want to take
a lot of context clues and actually
whittle down your local associate
whittle down your audience your local
Association or whomever whomever you're
a part of when you're in your real
estate career they should have a lot of
data data points and even public
information will give you average ages
of first-time homebuyers kind of what
the trends are our Millennials
purchasing in which right now
a lot of information that'll be valuable
to you so you want to start based off
step based off of some averages so you
can save yourself a little bit of money
and actually a considerable amount of
money so you don't have to cast that net
out so wide so the long term strategy is
simply put as little filters as possible
and then run your ad so this is your
targeting audiences again there's a
reason it's long term strategy it costs
more and it's going to take some time
for you to whittle down to actually
people seeing people that are engaging
with your audiences but this is more of
the shotgun approach this is a wide net
ultimately you start trying to to
whittle it down if you have the money
and patience to go down this route do it
but if you don't the medium and short
term are actually kind of where I want
to focus on so you get the most value
from it now the medium strategy as I
mentioned before was just to see it
medium strategy revolved around
targeting real-estate interest family
changes and niching down so let me show
you something really cool same tab as we
were we were before before we were here
on the audience's that's actually my
other tab up there but to save time I
went ahead and opened another one
instead of going to your audiences as an
asset and you're creating that saved
audience what you want to do is go to
audience insights first and it'll
populate this and then type Zillow right
here again we're going based off of real
estate interest so the methodology
behind this is if I'm targeting people
that are wanting to purchase a home or
sell a home
they're most likely they're gonna like
Zillow most likely they're gonna like
Julia they're gonna they want these
sites and they're engaging with the
sites that essentially help them
determine what areas they want to
purchase it show them homes or provide
valuable tips on what to avoid as a home
buyer or what to avoid is a home seller
so soon see they're going to be engaging
with real estate real estate interest in
some capacity when you go to audience
insights and you type this in you get so
much information so people they're 64%
of the 64% of the audience that have
engaged with Zillow or women and then
you see 36% for men you get a lot of
valuable information in terms of their
relationship status or education level
job title does not too important for me
at this time what I'm interested is on
the page likes you see the top
categories in each section
but what's super cool is you see the
people that have engaged with Zillow the
relevant score is one because that's
what you actually input you see the
audience at Zillow has and on Facebook
is on Facebook as well
now the affinity read this so how likely
your audience is to like a given page
compared to everyone on Facebook you see
it sixty seven times so that's the
interest that we selected too it makes
sense that it's number one it has the
most affinity to like itself and engage
with itself but what I'm after when I
type in Zilla what I'm after is the rest
of them I'm after the pottery barn's I'm
after the home good peer ones Wayfarer
IKEA so what I did there was target
you'll see it here detailed targeting
this is where the whole likely to move
used to appear you see that that's not
there anymore you see that renter's
isn't there anymore
you see renters insurance but it used to
say
it used to target people that were
actually renting so it was much easier
to target your audience but what we want
to do now is we're gonna target real
estate interests so you have Zillow and
the stereotypical ones would be Trulia
you were to see homes calm and just go
off of that but had I not gone that
audience insights I would have known
that Pottery Barn people that engage
Mozilo are so are very likely to engage
with Pottery Barn and vice versa so
you're seeing that Pottery Barn has a
very close audience to the people that
like Zillow so you're expanding your
real-estate interest to include Pottery
Barn home goods so I'm gonna put it here
and you started crafting your audience
so you see here we've reduced it from
980 thousand to two hundred and eighty
thousand in increasing it back up with
our how with the help of the audience
insight so that's a way to use in
leverage in audience that you that you
already know will engage and then
multiply it so that's that's what's
meant by a targeted real estate interest
now another strategy that has been very
helpful and these were ads that I was
running way before there's been months
back I've actually not been using likely
to move or anything else like that for
the longest time knowing that they were
going away so I certainly didn't want my
ass to be affected so so drastikally
which a lot of real estate agents right
now are suffering with that right now
because they were so leveraged unlikely
to move so leveraged on renters so
leverage some homeowners that now
they're not able to run those ads and
that's hurting them another strategy you
can do is focus on family changes what I
mean by that is target people that have
just become parents so you can there's a
target there's not in tear new parents
parents all parents were the dole
children so if you're it's a new parent
then with new parents a comma not to be
run as well
if you just became a new parent you may
be looking to buy your first time your
your hope first home if you're a new
parent or if you already have children
and let's see where is it
toddlers you may be looking to actually
upgrade your home very you know that's
very the changing of the family
demographics it's going to dictate if
your needle move up in home meaning more
rooms more space you're able to target
that
and are able to see the audience that
are specifically affected by that family
status or that change in family dynamics
you see the potential reach here is
14,000 so that's 14,000 people are the
new parents that in the past 12 months
have have changed status so again it
ain't taught a type of app that you can
run is hey do you need a do you need
more room or do you need a purchase your
first home things that nature so you're
not casting a net so broad because
ultimately the broader that you are the
costlier that it's gonna be in the
longer that it's gonna take for you to
get the results that you're seeking so
that's what's meant by the by the family
by the change in family if you go to
parents again on the reverse side you
can target people with adult children
are you looking at downside downsides
you see that you have some empty net
that you're essentially an empty nester
of course you wouldn't need a craft add
coffee that's a little bit more as a
little bit more tactful than the example
that I'm giving you but just giving you
set the straight up methodology behind
each one of them now the last one
niching down what I mean by that is you
can target people that are teachers you
can target your teachers out there you
can target target math teachers are
teachers and well you job titles is
essentially what I'm getting after if
they're teachers there are some programs
out there for teachers there are some
programs out there for firemen for
policemen so crafting an ad that is
specifically geared towards teachers
specifically geared towards policemen
towards fire fireman is so powerful
because you can still target that
specific job title and the reason that
teachers and policemen and firemen are
coming up as an example is because
there's programs like that that how that
how people in those professions getting
to get into a home with little little to
no money down favorable down payment
options so there's just a lot of value
that you can provide that people don't
necessarily think of and let's just say
you just wanted to work with dentists
for whatever reason well there's a you
can target those dentists and yes I am
gonna be generalizing quite a bit but
dentists make a good amount of money so
you don't need there you don't need
dentists to self-report what they make
which you can't see that any longer
before you could target people that had
an income of over a hundred thousand
dollars and it'd be easier to target
that but you can choose professions that
you have a good understanding how much
they make in is generalizing but you're
pulling in a lot of different
characteristiks from different people
that that's gonna be so helpful to you
as you're running as you're running ads
so that's how you segmented and nice
down into into professions into just
thinking outside of the box and again
the likely to move button has gone away
there's no bringing it back at this
point so this is a different way to
target the same type of people and yeah
there is going to be a bit of segmenting
there is going to be a bit of segmenting
the audience even more so then you can
ultimately run the ad and/or retarget
them as soon as you see some subtraction
in a certain profession or a certain
demographic that you have targeted but
that's essentially the the medium medium
term strategy
all right let's go to the short term
strategy custom audiences your custom
audiences are right here I was right
there on the Saved audience now we're
gonna jump over the custom audience if
you have a customer profile again this
is this is gonna benefit the agents that
have been around the industry a little
bit longer if had or have had a bit more
success in the real estate career to
where they can import their customer
file and run ads not only to the people
that they sold that they sold a home to
but also target those people that look
like that profile that customer that
they sold to website traffic and
engagement so this is this is part of
that whole segmenting and retargeting so
you can run an ad point people to a
certain to a certain website and then
target the traffic that visited that
website now I don't want to get too many
things and I want to complete too many
different things because there are a few
moving parts here but it's important to
introduce the concept of a pixel if you
don't know what a pixel is or have I've
heard it before there I do have a
Facebook course that can that can help
explain that to you how to install it
and really provide a very good
description of what it is and how to use
it how to maximize it so all of these
are explained in that course with the
with the engagement you see it created a
list of people who engaged in your
content on Facebook so with the
engagement tab you're essentially what
you're doing here is part of this you've
segmented the audience you you've run
and you've run an ad to a larger
audience
you see the people that have engaged
right here and then you retarget them
that retargeting is part of this so
again what makes this so important is if
you're driving people to a website you
need to have that pixel installed in
your website if you have run an ad like
an engagement ad then people that
engaged way to your content or your ad
in some capacity you can retarget those
but again it does require a bit of
methodology behind it it requires some
time and inquirer some money to get to
this stage to be able to convert them if
you already have a database of past
clients then that's when you go to the
customer file add customers from your
own file or copy and paste data that's
where we're gonna go and you can import
a file or you can copy and paste the
file now again I I mentioned that I want
it at the beginning the video I
mentioned that I wanted to help newer
agents as well it isn't only for agents
that are more established or I've had
already a good amount of success with
the real estate business so I wouldn't
be able to help as many people as
possible so two strategies that you can
implement right now
once a free version and then the other
ones more of a paid version what you can
do is go to your LinkedIn if you're a
newer agent or if you're an older agent
or been around I don't want to offend
anybody but so if you've been around the
industry for a while that's what I'm
characterizing as an older agent I'm not
going based off of age so just wanted to
call that out regardless of where you
are in your real estate career what you
what you can do is go to the go to your
LinkedIn if you don't have a LinkedIn
create one and start befriending people
that you already know start crafting
your own audience there's another video
I don't want to get too much into that
there's another video if it's not in one
of the links that you should that you
see on your screen that
it should be on the description of this
video but you can go to LinkedIn and you
can actually create a you can actually
import your own contacts so if you
already have a LinkedIn and have 500
connections 200 connections 10,000
connections however however larger
network is you can actually import that
data from LinkedIn you would go through
the through the settings again there's
another video that uh that I recommend
that you go to watch where you pull that
information and in less than 24 hours
LinkedIn will email you the link to your
actual data and in it you're gonna find
your your network you're going to find
the name of the individual that you are
connected to already you're gonna find
their phone number if it's available and
you're gonna find what's most important
here is their email so chances are that
if your connection signed up to LinkedIn
since it's a free service unless you go
to the premium version they use the same
email in LinkedIn as they did in
Facebook so that's super important
because that email if facebook
recognizes if that person used the same
email they're going to be able to pull
in that profile and pull in all that
information so as a free way of creating
a custom audience that would be my
suggestion go to LinkedIn and pull your
data that you already have there or go
to link in create a create a network of
people that you know already and
establish a network of sorts and pull
that information upload it in here and
then you can target those people with
your ads and then go and do the whole
look-alike audience which after you
create your custom audience you'll be
able to do that on your next steps now
now that was a free version right that
was a free strategy now
if you want a a pay strategy then I've
been I've been doing quite a few videos
about it for a while now but if you're
going over to remind if you go over to
your MLS if you already have the MLS
well I won't go into that one if you
already have your if you have remind or
aware of remind then I would be pulling
information from there it's this super
cool or should go to rely on it's a
super cool software will go over to
their pricing that you're able to pull
information onto a CSV file that of
people that you target whether that be
by how long they lived in a home with
that behind like equity they have would
that be what their cell score is again
we might takes a algorithmic approach to
generating a cell score they rank it
from low medium to high high a high
likely to sell would essentially mean
they're wanting to sell within the first
there's a high probability that that
homeowner is gonna sell in the next 12
months a medium score gives them a high
probability that they're going to sell
between 12 and 24 months in low score it
low score right essentially means 24
plus there's a high probability in that
respect so go over and check out remind
that's a way to that's a way to do it
you they'd well look they have a free
starter plan so tiknically to free I
was not expecting that so there you go
so they do have a free starter version
so you can do that and they have two
hundred and fifty tracked items which
essentially means properties then ninety
nine dollars you can get five hundred
truck properties and the pro version you
can track up to ten thousand homes which
at that point you can target the
specific homeowners or slash homes
that are likely to do well that are
likely to sell so I guess yeah I guess
tiknically it's two free versions but
no I won't do that to you so the free
version is going down the LinkedIn and
then the paid version which is what I
would suggest of going and signing up
for re mind pulling in as much
information as possible of your farm and
be targeting the people that are a
little bit more not a little bit more
are considerably more likely to do the
action that you're seeking which is
selling their home so I hope that
provide a bit of clarity into what you
can be doing right now
now that the homeowners are the
homeowner audience is gone that likely
to move audience has gone renters and
income there's different ways to
continue using Facebook and leveraging
Facebook in the most efficient way and
in the least costly way so these are
just some decent strategies that I've
been using with the agents that I that I
personally consult with and also a lot
of these strategies were already in my
actually all these strategies and then
some are already in my facebook course
considering that I haven't been using
these I spend months now
ever since they announced it is yeah
it's been months so whenever that
announced it I did I essentially I kind
of shot myself in the foot in the
immediate term but I think right now is
when it's starting to pay off where I
shut off all of my ads and started
working working around that working
around the audience targeting that was
going to go away so right now is when
you start seeing some good results and I
hope this was helpful if there's
anything that I could do feel free to
reach out my contact information is on
the details so thanks so much
you
you