Increase Valuation Enquiries Using Facebook Lead Generation Adverts Using Guides

In a competitive market, estate and letting agents need to work hard to connect with prospective clients. There are many ways you can create awareness, but if you want to really connect with your audience, you need to consider what they are looking for.

By offering services that your audience is interested in, and which is of benefit to them, you stand a better chance of becoming the agent they select.

Most estate and letting agents offer a lead magnet to their audience, and one of the most effective lead magnets in this sector is a property valuation.

Lead magnets are vital, and valuation enquiries are a fantastic lead magnet for agents

The reason valuation enquiries work is because virtually everyone who uses your service needs to value their property. This is an essential component of the work you do. By offering it for free, you save the client money, you immediately showcase your skills, and you start the client on the path to selling or letting property, and they are on the journey with you.

If the client decides to sell or let their property after they have received the valuation, there is a strong chance they will continue to use your services.

By connecting with people at this stage, you significantly enhance your chances of being their choice of agent.

However, competition is high between agents offering valuation enquiries

The problem is, you know you are not the only estate or letting agent in your local area offering valuation enquiries. Therefore, this service alone isn’t going to be enough to stand you out from the crowd or entice people to use your services.

You need to offer more value, and this shouldn’t be an issue for a good estate agent. There are many ways you can help people take the next step, and people are looking for relevant information at every step of the process.

You should look to offer a great lead magnet to entice people to your main lead magnet! A handy guide, which addresses one common issue is the perfect way to draw people to your agency.

Guides provide you with an added opportunity to capture prospective clients

There is a reason why PDF guides are so commonly used to entice people to businesses. It is because they work. A handy PDF guide which is packed with useful information helps your audience, it promotes your business, and it has a greater reach than a simple post or single-use offering.

At Agent Media, we have helped estate and letting agencies across Great Britain create informative guides that showcase their credentials and answer questions that their audience has. We are more than happy to provide this service for you, which is the ideal way to attract attention, develop awareness and encourage people to use your services.

Facebook lead generation adverts maximise the impact your guide has

It makes sense you want as many of the right people to see your guide, and Facebook allows you to reach people. Facebook ads are an affordable and effective way to reach the right people, and by offering a guide that is of value to your audience, you can increase your reach.

What is a Facebook lead ad?

A Facebook lead ad is a promoted form. This form enables your agency to collect details from prospective clients. The ad provides you with a chance to connect with people, and some of the most common ways to connect with your audience include:

  • Offering a guide which answers one of the problems your audience has
  • A subscription to your newsletter which provides useful information about the local housing market
  • Entry into a competition
  • An appointment with a valuer

These are just some of the ways you can connect with people through the use of lead ads.

One of the best things about these ads is that when someone clocks on this style of advert, the form is presented to them with their Facebook details pre-populated. This makes the process so much easier, as most people can connect with you in one click.

Another great thing about Facebook lead ads is they are optimised for mobile. With the majority of Facebook users accessing the platform on their smartphone, this is ideal. Many people take longer to fill in forms on their phone than they would do on a desktop or laptop, but as the forms are pre-populated, this problem is removed.

10 steps to set up your Facebook lead generating ad

  1. Click on Ads Manager
  2. Click Create in the top-left corner
  3. Select “Lead Generation” as the objective, and give your campaign a name
  4. Select the page you plan to use for the ad. You should then click on “View Terms” and then read these terms, and agree to them.
  5. Select your target audience, the budget for your ad, placements and the ad schedule. It shouldn’t be an issue for estate and letting agents, but lead ads can only be targeted to people aged 18 years or above
  6. Select your lead ad format from the options, which include Carousel, Single Image, Video and Slideshow
  7. Create your ad headline, write the copy of the advert and add a call to action. You will see a preview of your ad on the right-hand side of the screen
  8. Scroll down and click “Contact Form”. From here you add a title for your form, add an intro section, ask questions, provide your agency’s privacy policy and create the content for your thank you screen (for more guidance on this step, see blow the 10 step list)
  9. Click “Settings” beneath the name of your form, and it is recommended you collect organic leads
  10. Click “Finish”, which is in the top-right corner, and the review the ad. When you are happy with the ad, click “Confirm”

Getting to grip with Step 8

While most of the steps are self-explanatory and won’t cause you much trouble, it is fair to say there is a bit more work involved with Step 8. Rather than disrupting the flow of the list, we will look at the individual steps in greater detail here.

Intro. Your intro should be catchy and grab attention, but it should also explain why people should fill out the form.

Questions. There are two types of questions you can ask with a form – Standard Questions and Custom questions.

Standard questions are self-explanatory and include gender, job-title etc.

With custom questions, you can tailor the questions to suite your services, and the needs of your audience. An example would be; “When are you looking to move home?” or “How many bedrooms are you looking for in your new home?”

You can ask up to 15 questions here. The fewer questions the better with respect to encouraging people to complete the form, but if you can strike a balance between simplicity and informative, this is a great option.

Form type. You can select either More Volume or Higher Intent.

If you are looking for as many completed forms as possible, More Volume is the best option for you.

If you are looking to find out more information about people, perhaps selecting people who are closer to making a final decision, you should choose Higher Intent.

Privacy Policy. You are required to offer a link to your company’s privacy profile when running Facebook lead ads. Make sure this page is on your website, and then link to it.

Thank you screen. This is the page people land on after they have submitted the form. You can include a call-to-action here, and you can also add a download link.

If you are providing a guide to people, the download link on the thank you screen should allow users to access the guide.

Bringing it all together

We know what you are thinking. Creating a guide, setting up ads and then committing to the valuation process sounds like a lot of work. It is, but in a highly competitive marketplace, you need to go further to win new clients and gain instructions.

However, it is possible to shortcut the process without compromising on quality or diminishing your chances of success.

If you are looking to harness the capabilities of lead generation ads, guides and valuation services, call on a company who has helped many estate agents achieve success in this field. At Agent Media, we are pleased to say this is an area we have considerable experience in, and we look forward to assisting you as soon as we can.

If you are an estate agent looking to win instructions and gain new clients, you need to find the right clients, and then provide them with information that makes them most likely to hire your services. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.

If you want to learn how to increase valuation enquiries through Facebook lead generation adverts and guides, and ultimately, sell homes in a challenging time, contact us today.