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Mastering Facebook Seller Leads: From Generation to Conversion
In today's competitive real estate landscape, tapping into the power of Facebook ads has become essential for agents aiming to secure quality seller leads.
In this comprehensive guide, we'll delve into the strategies outlined by Greg Harrelson and Abe Safa to not only generate seller leads through Facebook ads but also convert them into successful deals.
These insights are just a glimpse of what you can learn at RGMastery.com, their private academy for real estate agents, where you can gain live, hands-on advice to elevate your practice.
Step 1: Generating the Right Leads through Facebook Ads
Seller valuation ads have long been a cornerstone of real estate lead generation. However, the landscape of such ads has evolved significantly. Let's explore the progressive stages of seller valuation ads, as advocated by Greg Harrelson and Abe Safa.
- Seller Valuation 1.0: Generic Appeal
In the initial phase, agents created generic ads inviting users to "Find out what your property's worth." While effective initially, these ads lost their allure over time due to their lack of personalized and compelling calls to action.
- Seller Valuation 2.0: Localized Approach
Recognizing the need for personalization, agents shifted to creating location-specific ads. For instance, "Find out what your Myrtle Beach house is worth" targeted homeowners more effectively and increased engagement.
- Seller Valuation 3.0: Hyper-Local Precision
The evolution continued with a hyper-local approach. This involves targeting documented homeowners exclusively, ensuring ads reach only those individuals with relevant properties. The process involves:
- Extracting property owner data from MLS tax records.
- Utilizing platforms like ExactDial.com to obtain contact information associated with specific addresses.
- Creating a custom audience in Facebook based on this refined data.
- Crafting ads tailored to the targeted audience, emphasizing local market insights and property value updates.
- Linking ads to relevant widgets, such as the "What's My Home Worth" tool within RealGeeks.
- Achieving higher engagement rates and superior lead quality.
By employing this method, you not only enhance lead quality but also witness a conversion rate of around 10%, with a substantial portion of leads materializing into market-ready prospects.
Step 2: Converting These Leads
Effective lead generation is only half the battle; converting those leads into actual deals is equally crucial. Here's how to make the most of the seller leads you've generated.
- Prompt and Persistent Contact
Upon acquiring a lead, time is of the essence. Initiate contact within the first 5 minutes, demonstrating your proactive approach. If no immediate response is received, follow up persistently, making 8 to 12 attempts within the first 36 hours.
- Building Rapport and Offering Value
Avoid launching into a sales pitch. Instead, build rapport by acknowledging the lead's inquiry and offering valuable insights. For instance, engage with something like:
"Hey Lucy, I noticed your interest in Myrtle Beach property prices. These estimates can vary widely. To provide you with an accurate report, could you share a bit more about your property?"
- Transitioning to Conversion
As you gather information, steer the conversation toward the lead's intentions. In a conversational manner, inquire if they're considering selling. This approach helps establish a rapport while subtly exploring potential opportunities.
- Offering Resources
Once you've gathered details and identified potential interest, offer something valuable. For instance, provide a detailed report tailored to their property. Emphasize your willingness to be a resource, irrespective of their decision to sell.
- The Value-First Approach
Abe Safa suggests an alternative approach, beginning with a cold call to establish intentions. This is so you can get the no, I'm not selling" out of the way early on, and then open the door for a smoother transition into a value-driven conversation.
In either case, prioritize value, engage in meaningful conversations, and establish yourself as a reliable resource.
Conclusion
From crafting hyper-localized Facebook ads to converting leads into valuable prospects, the journey from lead generation to conversion demands a strategic blend of personalization, persistence, and value-driven interactions.
By following the techniques shared by real estate experts Greg Harrelson and Abe Safa, you're well-equipped to not only amplify your Facebook seller leads but also transform them into successful real estate transactions. To delve deeper into these strategies and accelerate your success, consider exploring RGMastery.com.
Your low conversion days are long gone.
