Facebook Lead Ads: Why Your Property Should Use Them

Facebook Lead Ads allow prospects to leave their contact information without ever leaving Facebook or Instagram, increasing the chances of conversion.

On pace to hit 2 billion users this year, Facebook obviously has reach. Yet only 45% of B2C marketers feel that their Facebook marketing efforts are working. So why is Facebook advertising not showing a greater ROI for your business?

Well, what kind of ads are you running? Are you using lead ads? If not, that’s probably one of the reasons.

How Facebook Lead Ads work

Facebook lead ads allow you to run lead-generation campaigns on Facebook and Instagram. This kind of social advertising shows an ad for your property within the newsfeeds of potential buyers and renters. Just set the parameters (e.g. demographics, location, etc.) for your target audience, and the network’s algorithm will identify who sees the ad based on information they’ve provided in their profiles.

But here’s the real kicker: Unlike other ad types, lead ads include a contact form that lets prospects show their interest by filling out the form with their details without ever leaving Facebook (or Instagram).

Need more convincing? Here at Fronetics Real Estate, we find Facebook Lead Ads one of the most effective for generating leads. Because they streamline the process through which prospects sign up to learn more about your property, it’s more likely they’ll convert to leads. Besides, you save time and money because you don’t have to create extra landing pages to get their contact information.

Lead generation made easy

These days, people expect that everything from shopping to job searching can be done on their handheld devices. Facebook Lead Ads make that true for people wanting to learn more about potential properties.

Here’s how it works: Prospects click on a lead ad, and their contact information automatically populates based on information from their profile. No leaving Facebook to visit the property’s website or taking the time to provide contact information necessary. Lead ads make submitting information as easy as two taps on a phone: one to open the ad, and one to submit the information.

“If you want to iterate through lead forms quickly, Facebook Lead Ads are a great way to collect the information without building new landing pages and creating tons of copy,” says Tony Adams in Visible Factors. “The contact forms appear natively on Facebook and Instagram. You can easily use them to sign people up to newsletters for drip marketing campaigns.”

In a prime success story, news and information site theSkimm wanted to expand its reach and increase its conversion rate, with the ultimate goal of attracting more highly qualified leads and significantly increasing its subscriber pool. After testing a number of different tactics, theSkimm created a series of Facebook Lead Ads. The ads featured the company logo to reinforce its branding and a ‘Subscribe’ link inviting people to sign up on the spot. The result was a 22% increase in lead quality at a cost per acquisition of just $1-2.

Creating and modifying your ads

As buyers continue to turn to their handheld devices for quick, easy information, Facebook lead ads will give your property the opportunity to capture new leads with the click of a button. But just like any form of lead generation, you need to monitor and tweak your Facebook Lead Ads for optimal results.

Through Facebook’s Ads Manager reporting interface, you can obtain reports about cost, impressions, and clicks. As with all marketing tools, consistent refinement is the key to success, particularly in real estate marketing. Lead ads can easily be fine-tuned to cultivate a larger target audience.

Facebook Lead Ads provide real estate businesses an opportunity to gain leads and a larger reach. If you haven’t tried this yet, we highly recommend switching over some of your social advertising budget.

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