How to create a Facebook sales funnel for your Estate Agency

There are always trends in sales and marketing, and you may have heard funnels being mentioned a lot. The concept of funnels in the business environment is pretty much the same as how a funnel would be used in real life, but many firms, across a range of industries, wonder if a funnel would work for them. If you are an estate agent, funnels can be a highly effective way to develop an audience and win instructions, and a Facebook sales funnel makes perfect sense for estate agents.

Before we show you how to create a Facebook sales funnel for your estate agency, it is important to understand that best use of a sales funnel is to grab the attention of interest and to nurture this interest until they are ready to take action.

This approach is ideal for estate agents. Moving home or engaging in a property transaction is a very important matter, and it is not something to rush into. Your clients will likely deliberate over their options, so being able to nurture their interest and develop a relationship with them over time makes perfect sense.

While it is possible to achieve this with organic posts, many estate agents find that targeted Facebook ads are particularly helpful in reaching and developing their audience.

A Facebook sales funnel contains several stages, which are:
• The initial discovery of the estate agency by the user
• The user develops an interest in your estate agency services
• Users who are ready to instruct you
• Previous users who may become long-term clients as opposed to a one-off client

There are a few schools of thought on how best to start the Facebook sales funnel process, with debate focusing on whether identifying your audience or creating content is your first step but as your audience should influence your content, we believe that identifying your audience is the first step.

Identify your audience
You should hopefully have an idea about who your audience is but with respect to a Facebook sales funnel, there are several things to consider. If you are based in a local area, this is likely to be your starting point in narrowing down the people you want to reach.

From here, you need to consider the demographics of your usual audience and how these can be ground. You may be able to identify your audience by age, by gender, by employment status, by income levels or by any other demographic.
It doesn’t really matter what classifications your potential audience falls into, it only matters that you can create a group that you want to reach.

Create content
The next step in the funnel is to create content and knowing who you want to reach will be of benefit. After all, the content that would be enjoyed by retired people (who could be looking to downsize their home) would be different from a family looking to sell their first-home so they can move into a larger property.

Being aware of who your audience creates the platform to create content that grabs the attention of your audience, that gets them interested to read more and which provides information that they want or need to know.

There is a wide range of topics that you can create content on and there are many content formats to consider. It is natural that people instantly think of blog posts or written pieces when delivering content that persuades their audience to act, but there is no limit on the content you can create.

You may find that video content, images, memes, podcasts, audio clips or infographics are the most effective way to reach your audience. It may be that you have to undertake a trial and error approach to find the right sort of content to reach your audience or it may be that your previous work in this area informs you of what you need to do next to spark interest in your audience.

Promote this content to people who have already shown an interest in what you offer
There will likely be an audience who have already shown an interest in what you offer, and this group is known as a “warm audience”. You should promote your content to a warm audience because they are further down the funnel and will be more receptive to content that could turn them into clients.

You will also find that statistics like engagement rates for this promotional work is of significant benefit. If the content you promote doesn’t engage an audience who is already aware of you and who has expressed an interest in what you offer, it isn’t working, and it is unlikely to be of merit to colder audiences.

When you find content that has positive statistics and is performing well, you should replicate this content in other adverts. If you also find that these replicated or comparable content pieces achieve success, you start to develop an understanding of the content that connects with your audience. This should make it easier to create content in the future.

Consider the importance of lookalike audiences
One of the best features of Facebook Advertising is the ability to target a lookalike audience. You already have your warm audience, people who have expressed an interest in what you offer, and the demographics of the lookalike audience will be comparable to the demographics of your warm audience.

It stands to reason that some of the lookalike audience will take an interest in what you offer, which provides you with a greater pool of people to reach out to with content.

Promote your content to your lookalike audience

Like the way that you promoted content to your warm audience, you can now promote content to your lookalike audience. However, you should have statistics for the content that best connects with your warm audience, so it makes sense to use this content to connect with your warm audience.

Offer free gifts and incentives to your interested audience
You may think that having an interested audience and clients is the end part of the process but there is still a lot of work that an estate agency can do to increase instructions and develop stronger relationships.

At this stage of the funnel, it is worthwhile rewarding your audience who is still with you. It is vital that you keep people interested and ensure that your estate agency remains at the forefront of their thoughts. There are ways you can achieve this and offering a free survey, or some form of trial service is a fantastic way to reward satisfied customers and to persuade interested parties to sign up for a service with you.

If people don’t show an interest in this offering, you must question whether they are likely clients of yours? After all, if they aren’t going to take a free offer, are they likely to pay money for your services?

It may be that this stage not only allows you to create more interested and excited followers, you may also be able to prune some followers who are unlikely to use your service. This may sound disappointing, but it is better to have quality leads as opposed to a high number of leads, and as you make your way down the funnel, it should only be prospective clients and clients left for you to engage with.

Develop trust
At this point, your work focuses on maintaining and building trust. As stated above, a property transaction is a major part of a person’s life, and it is understandable that people want to consider their actions. An estate agent must develop a different relationship with clients than a fast food company would so don’t rush through the stages.

At this stage, you should engage and interact with people. Find out what your customers like and don’t like about your services or how you engage. Don’t dismiss negative feedback because acknowledging this and then resolving problems is better in the long-term than only focusing on the positive aspects.

One of the most important aspects of Facebook sales funnel campaigns is remarketing. If you have followed the above steps, you should have an interested customer base, but you can still do more to move these people into a group of loyal fans.

Remarketing is where you market and promote to people you have already engaged with and who are likely to become clients of yours. With remarketing, you can repurpose existing content, so you don’t need to start from scratch in this area.

You need to be aware of what people have engaged with you before or how they have shown an interest in you. If someone is looking to sell their home, there is no point in engaging with them with relating to letting property.
Knowing your audience and then remarketing to them with relevant and relatable content will go a long way in convincing people to call on your services.

Facebook Pixels are of great benefit with a sales funnel
Facebook Pixels helps you track the conversions that have been generated from Facebook ads. You will also find that Facebook Pixels are best used for optimising ads, and it achieves this through collecting and analysing data. There is also the fact that you can use the information to generate fresh audiences for future campaigns. Facebook provides full instructions on how to install Facebook Pixels and it is a straightforward process.

If you are an estate agent, you should know that Facebook is a fantastic platform to promote your business and reach your audience. Organic posts and standard adverts can help you achieve success but given the nature of the relationships you want to develop with clients, using Facebook sales funnels makes perfect sense.

Once you have a Facebook sales funnel set-up, the process is simple with many parts being automated for you. You will also find that you only have to create content once and that it can be reused time and time again.

You can run different funnels at the same time and you’ll find that the funnel runs continuously, so there will be many clients at various stages of the funnel. If you are looking to nurture and develop relationships, you will find that Facebook sales funnels are highly effective.

Thanks for reading.

Ian Watson
Agent Media