Jeffrey Brogger

Wouldn’t it be great if you could get higher returns on your real estate ads? Better yet, what if you could run ads in a way that cut down on the time needed to follow up with prospects?

Podcast guest Jeffrey Brogger has a three-step system he uses to run low-cost ad campaigns with high conversion rates via Facebook. Not only is it great for converting contacts into clients, but it also essentially eliminates the need for manual follow-up.

Read on for an overview of Brogger’s lead-nurturing process so that you can try it for yourself. For all of the details and additional tips on making your ad campaign a success, listen to the podcast below.

1. Initiate a Messenger conversation

When you initiate a relationship with a prospect, don’t just add them as a contact in your phone — friend them on Facebook. If you have their email address (and it happens to be linked to a Facebook account), you shouldn’t have much trouble tracking down their profile.

Once they accept your friend request, initiate a conversation via Facebook Messenger.

Brogger recommends doing so for two reasons. First, it’s one of the fastest, most effective ways to put their focus on you and your real estate brand. Second, it’s the first step toward targeting them via Facebook video ads, which is what you need to do to nudge them into an automated lead-nurture process.

2. Create a business page

Although you can (and should) post real estate content on your personal profile, you can’t use it to run targeted ads — a key component in Brogger’s system for nurturing leads.

To run targeted ads on Facebook, you need a business page. Create one now if you haven’t already.

After you’ve initiated a conversation on Facebook with your new prospect, invite them to “like” your real estate business page. When they do, you’ll be able to target them via video ads.

Then, continue posting content, and pay to promote it. Target those who have watched your video ad. If you really want to maximize your ROI, only target those who have watched at least 50 percent of your video.

3. Share your video ad

Finally, share your business page’s video on your personal profile. Doing this allows you to capture even more leads.

Here’s how it works:

When someone is scrolling through their feed and sees your shared video, Facebook tracks if and how much of it is watched. Those who watch at least a portion of the video can then be retargeted with additional ads.

That’s essentially it. And though it might sound too simple to generate real results, Brogger is adamant that it works.

For one of his clients, Brogger claims he utilized this strategy to generate over 20,000 views on a single video — all for less than $100.

Learn more about Facebook advertising

Times have changed. You no longer need to spend massive amounts of time on follow-up. By implementing an effective ad strategy on Facebook, you can get people to know, like and trust you via an automated process.

For more tips on Facebook advertising and additional strategies for following up with prospects, listen to my interview with Jeffrey Brogger.

Pat Hiban sold more than 7,000 homes over the course of his 25-year career in real estate. Now, he dedicates his time to helping others succeed as agents and investors. As host of the Real Estate Rockstars Podcast, Pat interviews real estate experts to explore what works in today’s markets. He also founded Rebus University, an online training platform for real estate agents and sales professionals.

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