Chapter 6: Using Social Media for Marketing
Facebook offers custom audiences unlike those of other platforms. The ability to select your audience makes it one of the best places to target expireds. Facebook allows you to upload a list of email addresses, phone numbers, or even street addresses to create an audience for specific ad campaigns. For example, you could download a CSV file of all of your customers from your online payments platform, upload that list to Facebook Ads, and send them targeted ads inviting them to an onboarding webinar. Or you could upload a list of every person on your email list who isn’t yet a customer and run ads inviting them to a webinar where you make a pitch. Customization is powerful because it lets you target offers to people who are more likely to be interested. You can target them with a blog or other content your company wrote; home value ads often appeal to them, as well. Compile your leads from the MLS. Import them through your contacts if you have any expired listings there, as well. Go to your Facebook “ads manager” and create an audience. Then, select “customer file.” Then you simply upload the CSV document, and your audience will be created in an hour or so. Now you are ready to run ads for a long time at very low cost. 5 Components of a Good Facebook Ad #1: Ad text It needs to be at least one sentence long, explain what your offer is, and end with a call to action — something such as “just click the button below.” Because you’re sending this to expireds, say something like, “Did your house expire on the market? Here’s a free home value estimate that can help you address what went wrong.” #2: Image This must grab the viewer’s attention and stop them from scrolling past, but try to stay relevant to your offer. #3: Headline
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