Most real estate professionals have a series of email funnels that apply to different audiences. For example, you may have an online lead follow up funnel, or an expired listing funnel. Creating a series of Facebook ads to assist with these emails will set you apart and increase your conversion rates.
Here is a walkthrough of the Ads Funnel conducted on our Live Q&A Call from 05/30/2019: Click Here
Module Outline and Objectives:
Facebook Ad funnel overview
Different types of Facebook funnel ads
Step by step guide to build a funnel
To coincide with your emails, phone calls, postcards, cold calling and everything else you do (or, to create a Facebook automation to replace these) you have several ad choices:
The Hook Ad: This type of ad is used to draw your ideal client into your community, your page and ultimately, the goal is to start building trust and credibility. This type of ad is best used in conjunction with free valuable content. For example, a downloadable guide, a community video series, a list of homes for sale in your city priced under X, or a webinar answering common questions can be considered valuable content that “hooks” clients into the service you provide.
The Nurture Ad: This is where you start building a sequence. The only people who will see this ad are those who clicked, engaged, downloaded, etc. from your hook ad. This audience received your free training, video, content, etc. and they are now warmed up to who you are. This is where you over deliver on value to solidify their trust. This is nothing more than providing more resources so your audience correlates you to helping them.
We recommend a short video covering the first two topics from the free download.
The Testimonial / Social Proof Ad: Do you have a recent success story that would also correlate with new clients? Did you document all of the things you do throughout the process? Did you appear on a podcast or publication? This is the time to tell your warmed up audience through a new ad.
The Ask / CTA Ad: Do not skip parts 1-3. Now that you have warmed up your audience, they have some sense of trust, they know what you stand for and who you are, it’s time to make them an offer. Yes, you make them an offer. This offer should focus on the next best step in solving the problem/concern that got them opting into your lead magnet.
Here’s an example for the First Time Home Buyer: You gave them the free guide, you provided additional resources to learn more and you’ve documented the success stories of other first time home buyers. Show this audience the pros and cons to buying a house and why working with you is not only the right choice, it’s the obvious one.
Building a Facebook Sales Funnel
Step 1: Create an Ad Sequence Funnel Blueprint
As stated above, most sales funnels include an email sequence. These usually take the form of drip emails sent out automatically on certain days and times.
This dynamic ad funnel is going to replace those emails with Facebook ads covering each topic. However, rather than sending subsequent ads to people who didn’t interact with your first ad, you focus your budget, time, and energy on the people who did.
In order to create your blueprint, choose how many total days are in the funnel. Then, decide the order of your sequence.
Sticking with the first time home buyer example, here’s an example of what your email sequence might look like if your lead magnet is a “First Time Home Buyer Dos and Donts Guide”.
Facebook Lead Gen Ad to “Download Now”
Email 1: Delivering the guide (lead magnet)
Email 2: Nurture email
Email 3: Promotion email
Email 4: Testimonial email
Email 5: Case study email
Email 6: Promotion email
Email 7: Testimonial email
Email 8: Promotion email
Email 9: Start the holiday and newsletter emails…
Here’s an example of the same type of sales funnel, adjusted for a Facebook ad sequence:
Ad 1: Hook ad: run days 1-30
Ad 2: Nurture ad, run days 1-3
Ad 3: Testimonial ad, run days 4-6
Ad 4: Ask ad, run days 7-10
For the remainder of the month (days 10-30) you could simply repeat the same funnel twice. Like this:
Ad 1: Hook ad: run days 1-30
Ad 2: Nurture ad, run days 1-3 & 11-13 & 21-23
Ad 3: Testimonial ad, run days 4-6 & 14-16 & 24-26
Ad 4: Ask ad, run days 7-10 & 17-20 & 27-29
Using this blueprint, you’ve created an ongoing Facebook funnel that generates, nurtures and converts leads. This is powerful.
Step 2: Prepare Your Facebook Funnel Assets
You’ve created your blueprint, now you have to make sure your Facebook assets are plugged in place. First, you need to have a landing page that people will be redirected to after they click Ad 1. Don’t miss this… AFTER they opt in, you direct them to a thank you page where your Pixel is installed. The Pixel will then add these people to a custom audience of people who “took the hook”.
Word of advice: Create a landing page that is used only with your ad funnel. This way, you can track your ads more precisely. Also, use the same copy on your landing page that you used with your ads. Why? Someone already read your ad and agreed to click it. If you show them a different message it may not resonate in the same way.
Once someone opts into your lead magnet you send them to a thank-you page. This page will track all of your conversions and trigger the next ad to begin automatically.
You’ll want to add the CompleteRegistration Pixel Event to this page, so when someone lands on it you tell Facebook 1) you’re creating value 2) you’ve optimized the experience and 3) you have a conversion.
Step 3: Create a Custom Audience for Each Part of Your Funnel
You need to create a Facebook Custom Audience consisting of everyone who opted into the “hook ad”. This serves as your trigger to start the next ad.
Let’s use the above example, showing four Facebook ads over the course of 10 days. The first audience you set up is for days 1-3.
Open Facebook Ads Manager, go to Audiences, then click Create Audience and select Custom Audience.
Then, choose Website Traffic.
Make sure you are using the correct Pixel, and the from the drop-down list, select People who visited specific web pages in the last 3 days (Used for this example. Use the amount of days based on your blueprint.) Next, add the URL for you thank-you page. Not, the landing page itself. Lastly, give your audience a descriptive name and click Create Audience.
Now rinse and repeat these same steps to create a custom audience for the other steps in your funnel.
For this example, you’ll create a total of four custom audiences coinciding with each of your four ads.
The other audiences will look like this:
Days 0-3 — will see ad 2 (nurture ad)
Days 0-6 — will see ad 3 (testimonial / social proof ad)
Days 0-10 — will see ad 4 (ask ad)
Now repeat these steps to create a Facebook custom audience for each day of your funnel. For this example, you’ll need four custom audiences for the four ads that you’ll be showing. The rest of the custom audiences will look like this:
Days 0-3 — will see ad 2 (nurture ad)
Days 0-6 — will see ad 3 (testimonial ad)
Days 0-10 — will see ad 4 (ask ad)
I know what you’re thinking…
… if I show ad 4 everyday then they will see it no matter what. No, above I told you to rinse and repeat. You have to create a landing page, a thank you and a custom audience for each step. Meaning, to get to the last ad, that person converted on ad 1, was shown ad 2, clicked on it and converted, was shown ad 3, clicked on it (this one we recommend just the landing page), and then was finally shown ad 4.
Side Note: If you are just stating out, you may want to only have two ads in total to get the hang of sequencing. The two ad example works the exact same, just with two less follow up ads. Someone goes to the first time home buyer page, they enter their info, they go to the landing page, ad 2 triggers.
Step 4: Create Your Ad Assets
You have a blueprint, landing pages and custom audiences set up, now it’s time to create your ad creative
Remember, you will only have to do this entire cycle once. Don’t get overwhelmed.
Here are the 4 types of ads with some examples:
The Hook Ad:
The Nurture Ad:
More FREE Stuff. A VIDEO from you saying thank you for downloading. A VIDEO walking them through the guide they downloaded. GET CREATIVE
The Testimonial / Social Proof Ad:
The Ask / CTA Ad:
Step 5: Set Up Your Campaign
If you are not familiar with the campaign level we recommend going over this module prior.
Go to your Ads Manager to set up your trigger. Under the Campaign tab click Create and choose the Conversions objective. Give your campaign a descriptive name (ie. FTHB Trigger Funnel)
Set your budget, placement, and targeting options at the ad set level. Set up your ad creative at the ad level, and then pause the campaign until you’ve created all of the ads in the sequence.
Once all ads have been created it’s time to hit Publish. In doing so only the first ad will begin because the other ads don’t have anyone that has visited the specific URL.
In the campaign level, your budget is distributed across all ad sets and ads.
What’s that mean? If you have a total budget of $300, Facebook will start using some of the budget to show ad 1. Once you have people visiting the “thank you URL” Facebook will grab some of the campaign budget to show ad 2, and so on. If no one is engaging with ad 3, Facebook will continue to allocate your budget on ads 1 and 2 to automatically increase the funnel.
The ad funnel can be as complex or simple as you want it to be. We work with clients that have two step funnels and others with over 30 different steps. Be flexible and create the blueprint that you would want to go through if you were on the other side of the ad. Do you need more steps? Less? You decide.
This module should also point out that if you are continually just sending one ad out and then going to the next, you are missing out on a huge opportunity.
What do you think?! Are you planning to use an ad funnel to replace the same boring emails that everyone is using? Let us know in the comments!
Sources: Facebook, Social Media Examiner, Tammy Cannon