How to write WINNING Facebook Ads for Real Estate (or any industry)
So you’re ready to take your Real Estate sales game to the next level, and get some leads on autopilot.
You set up a nice Facebook ad, telling everyone about yourself, how successful you are at selling real estate, and how you love your pet German Shepherd.
You hit publish, and wait for the leads to come rolling in.
But nothing happens.
You give it a few days.
The targeting is right.
You have an eye-catching image.
You even gave it a decent budget.
But nobody clicks.
There could be a number of things wrong with your campaign, especially your offer (more on this in a future blog), but one of the main things that gets people to click is compelling copy.
Writing copy is a necessary skill for almost any job, and yet no one ever taught us.
But hey at least you’re here now!
So where do we start with writing a great Facebook ad that turns clicks into customers, day in and day out?
The formula is quite simple, actually. You have to have four specific things to make it great.
Attention, Pain Points, Solution, and Call To Action
You have to call out your target market. This goes with having one offer per campaign (as to not confuse potential customers). You have a specific person in mind when creating an advertisement.
You don’t want to put out a general ad that tells people to call or email you if they have any needs real estate wise. This is asking users to do too much thinking on their own. You want to directly target the people that need what you specialize in. Sometimes it’s based on location “Attention Morganton!” or based on demographics “Hey Home-buyers!” But you never want to leave this out.
This is the first step in getting someone engaged in your ad. Specifically calling out something identifies a person will get them reading further.
It may sound cliche, but you have to bring people’s pain with a certain problem they may be having (problematic buying or selling experience) to light and have them acknowledge that pain. It’s best if you get people saying “yes!” when they see your ad.
Once you do this, they’re hooked. They have to read more to understand what’s going to bring them out of this feeling of pain.
In my own advertising, I’ve found that this works best when you put it in a nice bullet-list to make it easy for people to read.
Something like this:
Hey home shoppers! Tired of the stress related to…
Finding the right home in the right neighborhood...
Keeping yourself from overspending...
AND avoiding a negotiation nightmare?
You can interchange the pain points to whatever your industry or offer is, but the format will stay the same.
This is where you get to show yourself off. Well, kinda. You’ve got their attention, brought up pain points, and so now you have to deliver the solution. What’s the thing that they can do to get out of this state you’ve put them in?
Obviously, your solution is going to be your offer. In the case of a real estate agent, you may want to create some sort of lead magnet (free guide, information, etc) that’s easy for people to opt-in their information to get.
Here’s an example.
“That’s why I put together this FREE pdf guide for you to use to get the absolute most out of your home, along with having A stress-free selling experience.
In this guide I’ll walk you through the exact steps I would take myself if I was selling my OWN house, complete with specific actions you can take to sell at a higher price AND stay relaxed the entire time!”
You may want to add some social proof here as well. It will go a long way to boost interest and the amount of clicks you receive. you’ll do this by stating facts.
Something like “The steps in this guide helped a guy sell his home for 532.74% above market value”
No, I wouldn’t expect you to have results like that, but you get the point. Adding very specific numbers is key to this. So don’t round percentages, days, and prices. Also, if the results are almost too unbelievable (like 532.74% above market value), you can make it sound slightly worse.
Just NEVER change numbers to make them sound better.
That would be lying.
And lying advertisements are what people hate. If they suspect you of trickery of any kind, there’s no point in running ads. No one will trust you.
The Call to Action.
If you don’t ask your audience for something specifically, they will never do it.
Think about it.
They’re furiously scrolling through their feed and come across your ad. They might read all the way, but if you don’t direct them towards the action you want them to take, it won’t happen. They’ll continue on with their furious scrolling and never give you another thought.
This is easy to overcome, however. All you need to do is tell them exactly what you want them to do. Tell them to click the link you provide and get their free guide, the answer to all their problems.
“🏡 Go here to download your FREE guide today →”
And that’s it.
So you’ve gotten their attention, called out their pain points, given them a solution to that pain, and called them to action. You’ve pretty much nailed it.
You’ll also notice that there are a few emojis sprinkled throughout this article. Emojis can be a great thing to use to catch someones eye. But please for the love of God don’t overdo it. 1-3 emojis is fine. but more than that starts to look like spam. And no one wants to read or buy from spam. They want to do business with reputable establishments.
For writing headlines, you’ll want to include the facts that I mentioned in the solution. For example:
How he sold his home for 532.74% above market value! | FREE Sellers Guide
Using words like “how” can work wonders when getting people to click.
Always avoid making statements about the person you’re speaking too, as Facebook may flag it as spam, due to the copy making promises that can’t necessarily be upheld. That’s why using “how” is so great.
Also, feel free to add ONE emoji to the headline.
I think you’ve got it now.
I hope this helps you bring more leads to your real estate business, or whatever business you’re in!