How We Get High Quality Leads For Our Real Estate Agents

Summary

This video offers an in-depth look at generating high-quality leads for real estate clients through social media marketing. The presenter shares a four-phase split testing strategy on platforms like Instagram and Facebook, emphasizing the importance of consistency and time management. Techniques include testing different creatives, copy, offers, and targeting to optimize campaigns. Additionally, leveraging custom audiences and retargeting strategies are highlighted to enhance lead quality. The video also touches on the significance of follow-up automation and the effectiveness of direct calls to convert leads into appointments.

Takeaways

• 📅 The speaker emphasizes the importance of consistency in content creation, acknowledging the impact of travel on their posting schedule.
• 🔄 The speaker plans to improve consistency in the second half of 2023, with fewer travel plans to allow for better time management.
• 🎯 The primary goal is to generate high-quality leads for real estate clients through a developed strategy and system.
• 📈 The speaker outlines a four-phase split testing process to optimize ad performance for real estate clients on social media.
• 💰 The basic package involves advertising on Instagram and Facebook with a minimum ad spend of $20 per day.
• 📝 Phase one focuses on split testing with the best-performing copy and four different creatives, each on a $10 per day budget.
• 📑 Phase two involves testing different copies and offers in the primary text, using the creatives identified in phase one.
• 📝 Phase three continues with the same creative and copy, but tests different offers and headlines.
• 📍 Phase four refines targeting by adjusting the radius, identifying the most effective range for the campaign.
• 👥 The speaker mentions the use of custom audiences, including those who have interacted with video ads or landing pages, for retargeting.
• 📞 The importance of follow-up automation through text messages and emails is highlighted, with a focus on training in-house ISAs to convert leads into appointments.
• 📞 The speaker suggests that calling individuals is the most effective way to convert leads and book appointments, emphasizing the need for energy and enthusiasm in these calls.

Q & A

What is the main focus of the video?

The main focus of the video is to explain the strategy and system developed for generating high-quality leads for real estate clients through social media marketing.

Why is consistency important in the speaker's content creation strategy?

Consistency is important because it was the speaker's number one goal for the year, and it helps in building a loyal audience and maintaining a regular presence in the viewers' feed.

What is the speaker's plan for the second half of 2023 regarding content creation?

The speaker plans to be extremely consistent with content creation in the second half of 2023, with fewer travel plans to ensure better time management and regular content publishing.

What is the minimum ad spend per day in the basic package mentioned in the script?

The minimum ad spend per day in the basic package is twenty dollars, which amounts to 7,600 dollars a month.

What is the purpose of phase one in the speaker's split testing strategy?

Phase one is to determine the best-performing creatives by using the same copy and targeting but different creatives across four ad sets with a ten-dollar-a-day budget each.

How long does the speaker typically run the phase one of split testing for?

The speaker typically runs phase one for about four to five days, spending around seventy dollars on each campaign to identify the best-performing creatives.

What metrics are most important when split testing in phase two?

In phase two, the most important metrics are click-through rate and cost per lead, which help in determining the effectiveness of different primary texts and copies.

What is the significance of phase three in the split testing process?

Phase three is about split testing different offers and headlines with the same creative and copy to find out which combination yields the best click-through rate and cost per lead.

What is the speaker's target cost per lead in the real estate niche?

The speaker's target cost per lead in the real estate niche is ten dollars or under, with anything under that being considered good.

What is the strategy for creating a custom audience based on video campaigns?

The strategy involves creating a custom audience of users who have watched at least three seconds of a video ad, and then retargeting this audience with new ads to convert them further.

How does the speaker enhance the quality of leads through social media?

The speaker enhances lead quality by retargeting custom audiences who have shown interest through engagement with the realtor's social media content, and by providing value upfront without immediate sales pressure.

What is the speaker's approach to follow-up automation for leads?

The speaker uses follow-up automation that includes text messages and emails tailored to the individual's stage in the pipeline, with a focus on constant improvement and innovation in communication strategies.

What is the speaker's view on the most effective way to convert a lead into an appointment?

The speaker believes that the most effective way to convert a lead is by calling the individual directly, with a focus on training in-house ISAs to improve call quality and booking appointments.

How does the speaker plan to scale their social media marketing agency?

The speaker plans to scale their agency by implementing the discussed strategies consistently, continuously training their team, and innovating their approach to lead generation and appointment booking.

Outlines

00:00

📈 Generating High-Quality Leads for Real Estate: Strategy Overview

The speaker introduces a strategy for generating high-quality leads for real estate clients through social media marketing. They emphasize the importance of consistency in posting and the impact of travel on their posting frequency. The speaker also sets a goal of reaching 10,000 subscribers by the end of the year and asks viewers to subscribe and engage with the content. The video promises to cover split testing, various strategies, and tactics to improve lead generation, starting with a basic package of advertising on Instagram and Facebook with a minimum ad spend.

05:02

🎯 Split Testing and Lead Optimization in Real Estate Marketing

This paragraph delves into the specifics of a four-phase split testing process used to optimize lead generation for real estate clients. Phase one focuses on testing different creatives with the best-performing copy. Phase two shifts to testing various copies and offers in the primary text. Phase three is about split testing different offers and headlines. The fourth phase involves detailed targeting by adjusting the radius for location-based ads. Throughout the process, the speaker discusses metrics for successful campaigns, such as cost per lead and click-through rates, and the importance of retargeting with custom audiences familiar with the realtor. They also mention the use of video campaigns and landing page tracking to create high-quality custom audiences.

10:02

📞 Post-Lead Conversion Strategies and Training for Realtors

The final paragraph discusses the importance of follow-up automation, including text messages and emails, which are tailored to the stage of the lead in the sales pipeline. The speaker highlights that the most effective method to convert a lead is through direct phone calls, and they describe their in-house training program for salespeople to improve their call conversion rates. They also suggest that realtors should either have an in-house or outsourced team to handle these calls or do it themselves for their first clients. The speaker concludes by reiterating the goal of reaching 10,000 subscribers and inviting viewers to engage with the content.

Keywords

💡Lead Generation

Lead generation refers to the process of identifying and cultivating potential customers for a product or service. In the context of the video, it is the primary goal to generate high-quality leads for real estate clients. The script discusses various strategies and systems developed to achieve this, emphasizing the importance of consistent and effective marketing efforts.

💡Social Media Marketing Agency

A social media marketing agency is a business that specializes in promoting brands and products through social media platforms. The video is aimed at such agencies, providing insights on how to implement strategies for generating leads in the real estate sector. The agency's role is highlighted as crucial in managing and optimizing ad campaigns.

💡Split Testing

Split testing, also known as A/B testing, is a method of comparing two versions of a webpage, ad, or other marketing assets to determine which performs better. The video script outlines a multi-phase split testing process to identify the most effective ad creatives, copy, offers, and headlines in generating leads for real estate clients.

💡Creatives

In the context of advertising, 'creatives' refers to the visual and textual content of an advertisement. The script mentions that different creatives are tested in the first phase of the split testing process to determine which ones yield the best click-through rates and lowest cost per lead.

💡Copywriting

Copywriting is the art of writing persuasive content that drives consumer action. In the video, copywriting is a critical component of the ad's primary text, headline, and overall messaging. The effectiveness of different copies is tested in phase two of the split testing to optimize lead generation.

💡Campaign Budget Optimization

Campaign Budget Optimization is a feature in ad platforms that automatically allocates budget to the best-performing ads within a campaign. The script explains why the speaker prefers not to use this feature, as it can prematurely halt the testing of other ads that may require more time to show their potential.

💡Click-Through Rate (CTR)

Click-Through Rate is a metric used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. In the video, a good CTR of 5% or above is considered ideal for the real estate niche, indicating that the ad is effectively engaging the target audience.

💡Cost Per Lead (CPL)

Cost Per Lead is the amount of money spent on marketing efforts to generate one lead. The video emphasizes that a good campaign in the real estate niche should have a CPL of under ten dollars, with anything below that being considered effective.

💡Custom Audience

A custom audience is a group of people targeted in advertising based on specific criteria or behaviors. The script describes creating custom audiences from those who have interacted with the realtor's content or visited their landing pages, allowing for more personalized and effective retargeting.

💡Retargeting

Retargeting is a strategy that involves targeting users who have previously interacted with a brand's content or website. The video discusses using retargeting with custom audiences that have shown interest in the realtor's offerings, increasing the likelihood of conversion.

💡In-House Training

In-house training refers to the process where a company trains its employees within the organization rather than outsourcing the training. The video mentions training two in-house ISAs (Inside Sales Agents) to improve their skills in booking appointments, which is a crucial step in converting leads into clients.

💡Sales Automation

Sales automation is the use of software to automate repetitive sales tasks. The script mentions setting up follow-up automation for leads, including text messages and emails, which are tailored to the individual's position in the sales pipeline, ensuring a personalized and efficient sales process.

Highlights

Introduction to a strategy for generating high-quality leads for real estate clients through social media marketing.

Importance of consistency in video content creation and the impact of travel on the speaker's consistency.

Goal for the second half of 2023 to maintain high consistency in content creation and time management.

The speaker's aim to reach 10,000 subscribers and a call to action for viewers to help achieve this goal.

Overview of the process for generating leads, including split testing and various strategies for optimization.

Details on the basic package for advertising, with a minimum ad spend and platforms like Instagram and Facebook.

Phase one of split testing, focusing on the best-performing copy and testing different creatives.

Phase two involves split testing different copies and offers in the primary text after identifying successful creatives.

Phase three of testing different offers and headlines to optimize click-through rates and cost per lead.

Phase four includes detailed targeting by adjusting the radius to find the most effective range.

The creation of custom audiences from video viewers and landing page visitors for retargeting purposes.

Utilizing the realtor's organic social media audience for retargeting with new advertisements.

The significance of follow-up automation through text messages and emails for lead conversion.

Training in-house ISAs to improve call quality and appointment booking for real estate clients.

The strategy's adaptability to different platforms, with distinct approaches for Instagram/Facebook vs. YouTube/TikTok.

Invitation for viewers to request more information on strategies for other platforms like YouTube.

Final call to action for subscribers, emphasizing the goal of reaching 10,000 subscribers by year-end.

Transcripts

in today's video I'm going to be diving

into how we generate high quality leads

for our real estate clients we've

developed a great strategy and we have a

great system make sure you watch the

entire video so you can start

implementing some of this stuff yourself

and your own social media marketing

agency so let's get into it

[Music]

what's going on ladies and gentlemen

welcome back to another video it's been

a while and it hurts the consistency

hurts I was planning on being extremely

consistent throughout the entire year

but traveling made it quite literally

impossible I was coming home for three

or four days packing up and going

somewhere else it was a great time but

honestly it was a lot and it did hurt to

not be consistent because that was my

number one goal was just to you know no

matter the outcome of anything just be

consistent with everything so I'm a

little bit rattled about that but live

and you learn and just gotta move

forward so I'm planning for the second

half of 2023 to be extremely consistent

extremely dialed they don't have as much

plans as far as traveling goes so I

should be able to stay on top of things

even when I am traveling I should have

had better time management and been able

to plan things accordingly so I can you

know finish filming but lesson learned

so I can do things differently come next

time if I have back-to-back trips and

whatnot but I appreciate you if you're a

turning subscriber coming to watch

another video if you're new here do me a

favor I'm trying to get to 10 000

subscribers by the end of this year I

believe we're at like 2500 or 2600 so

quite literally only you guys watch this

video can make that happen click that

subscribe button like the video comment

down below some other videos you'd like

to see or what I could potentially talk

about to help you on your journey and

help you scale your social media

marketing agency so in today's video I'm

going to be going over how we generate

the highest quality possible leads for

our real estate clients and sort of what

we go through as far as split testing

and different strategies different

things we do to try and get better and

better results instead of just running

one campaign one creative one copy open

targeting of the city you know Toronto

Montreal whatever it is that the real

estate client is located so let's get

into some of these phases some of these

tips some of these tricks and some of

these hacks right now so let's just say

to keep things simple we're on a basic

package we're just advertising on

Instagram and Facebook and our minimum

ad spend is twenty dollars a day 7 600 a

month so that's the rules that we're

going to comply with that would be our

basic package so the first step is the

phase one of split testing what we do is

we use our best copy that on average

usually performs the best that would be

the copywriting the primary text the

headline and then we split test four

different creatives on a ten dollar a

day Budget on each ad set so we don't

use campaign budget optimization or

whatever the hell it's called now we

don't use that because I personally

don't like it if you're running a

campaign and one of the ads immediately

gets a lead it'll basically shut off the

other ads even if it's spent only like

30 cents a dollar you need to spend more

than that to actually figure out if the

creative is going to work so what we do

is we split tests from the ad set we'll

do ten dollars a day ten dollars a day

ten dollars a day ten dollars a day

we'll have all the same copy all the

same targeting everything's exact same

we just use different creatives so let

this run for about four to five days I

usually like to spend around seventy

dollars on each campaign to really

figure figure out what creatives are

working the best and that will be phase

one where we're just trying to see

what's going to get the best

click-through rate what's going to get

the best cost per lead and then we jump

into phase two so phase two is going to

be split testing different copies and

different offers in the primary text so

let's say after the first phase you

figure out what creative is working

awesome now you use all the same

creatives you do the exact same thing

four different assets all the same

creatives now different primary texts

and different copies and that'll be our

phase two of split testing and all

you're honestly looking at here is the

click-through rate and the cost per lead

those are the only two metrics that

really matter when you're split testing

these things it's just okay this cost

per leads better this click-through rate

is better with this with this primary

text and that's basically what you're

going to be looking at and that's what

we do in phase two so now we got our

creative we know what creatives

performing good we know what copies

performing good and now we go into phase

three three of split testing so what we

do in phase three is we use the same

creative same copy once again we have

four different ad sets and now we're

going to split test different offers and

different texts in the headline so I

call it an offer because the headlines

basically at the offer or the call to

action whatever it is that you want to

call it we'll do four different

headlines we'll let that run for four to

five days see what works see what's

better getting the best click through

rate getting the best cost per lead now

just so you guys know when the real

estate Niche and the mortgage Niche

typically all of my campaigns a good

campaign is ten dollars and under ten

dollars being the absolute Max for a

cost per lead anything under that is

considered good in my eyes now

everyone's different I don't know how

you guys or other people run their

campaigns but that's just what I look

for personally now click-through rate

I'm looking for five percent or above

that's a good click-through rate so if

you guys want to use my metrics and base

your campaigns off of that go for it or

go watch some other real estate Guru I

really don't care so that's phase three

of split testing you figure out the

headlines now we got our creative we got

our primary attacks and we got our

headline now phase four split testing we

do a little bit of detailed targeting I

guess you can't really do a whole lot on

Facebook and Instagram but what we do is

we switch up the radius so we'll do like

15 miles 20 miles 25 and then 30 and out

of that we'll see sort of what's working

the best and then awesome we got a

campaign and an ad set an ad that's

performing really really well we

allocate the 20 a day strictly to that

campaign and then we watch over it

because the click through it might just

plummet at the start of the month and we

have to change up the creative that's

fine now you're just going to change

things here and there but overall you

figured out a campaign that's performing

decently well so that's the first thing

that we do and that's kind of how we

figure out a dialed in campaign and

what's going to work for them their area

and overall what's going to get you get

them the best cost per lead while all

this is happening say it takes a month

to go through all these different phases

of split testing we also run video

campaigns what we do is we create a

custom audience of all users that watch

three seconds of this video ad now if

we're not running a video what we do is

we place a pixel and a tracking code on

the landing page as well because a part

of our strategy is we got these

individuals to fill out an instant form

then we redirect them to our landing

page and we track all the users that

visit that landing page and we track all

the users that watch their video ad so

now what we can do is we can create a

custom audience of users that are

already familiar with the realtor

they've already seen one of their ads or

they've already been to one of their

landing pages they know more about them

they're higher quality custom audience

let's say the audience is 2500 people so

what we do is we create new ads on

Instagram and Facebook that they've

never seen before we run a very small

campaign budget because we're hitting a

very small audience and we retarget that

custom audience with a really dialed in

scripted ad that we know is going to try

and convert them the most because

they've already shown some level of

Interest now another custom audience

that we make depending on the Realtors

social media presence online if they

have a good following and they're

consistently posting they pull some

reels what you can do is you can create

a custom audience of their organic

audience that they've built on Facebook

and Instagram so you can actually create

an audience of all their video viewers

people engaging with their page

following them so we create an audience

like that and we also retarget that

audience with new advertisements and

that's kind of how we get higher quality

leads we're hitting a higher quality

audience so now we tell them Hey listen

your social media and your brand is

working them on the front end and you're

being nice essentially you're offering

free value you're not selling them

anything you're just providing value to

them but little do they know as soon as

they follow you or visit your page or

see a video or like a video they get

thrown into your custom audience in the

back end and now they're getting

retargeted with ads 24 7. so that's what

we do to sort of get higher quality

leads hit different custom audiences and

overall just not running one simple

campaign so now I'm not diving deep into

these systems and showing you them on my

screen I'm just kind of going over the

overall process and what it is that

happens so let's say a lead comes then

they filled a survey they filled a form

we obviously have follow-up automation

set up like text messages emails and all

that fun stuff that are specific for

each individual column that they're in

or where they are in their pipeline

we're constantly working on those

constantly developing constantly

innovating uh coming up with new emails

new text messages and stuff like that

the number one way to convert a lead and

the number one way to book an

appointment is by calling the individual

so we have two isas that are trained

in-house we're constantly getting on

calls every single week to make them

better and better taking feedback from

the agents how to disqualify people new

questions asked what makes the calls

better being energetic in the call even

if you're down and it's just your job

make sure you're bringing the energy

you're excited you're gonna make the

other person on the phone feel excited

about the process and they're excited

that you're excited to talk to them so

overall we're constantly training the

sales people to book as many

appointments as we possibly can for

these Realtors so they can do their job

put them on a custom search or start

showing them homes or go give them a

home evaluation whatever it may be so

like I said I'm not going to dive into

the whole process but I think personally

the only way to succeed in this service

is by definitely having either an

outsourced Isa team call these

individuals or have someone in-house or

even yourself for your for your very

first client call these individuals

yourself so you can try to book

appointments for the realtor now we're

not always doing that because it's a lot

more expensive so our basic package the

Realtors recall I'll get on calls with

them sort of train them and say Hey you

know you should be doing this doing that

and this is how you can potentially book

more appointments but overall that's

sort of the process and what goes into

getting the highest quality possible

leads and getting the most value from

advertising on Instagram and Facebook

specifically obviously our strategies

and other platforms like YouTube and

Tick Tock are totally different than

what we're doing on there if you'd like

to see a video on what we do on YouTube

the split testing and stuff like that

drop a comment down below like the video

subscribe I appreciate all of you thanks

for watching trying to get to 10 000

subscribers by the end of this year only

you can make that happen please help me

out and I'll see you in the next peace

[Music]