The Client Acquisition Machine for Insurance Agents

"The More you Learn, Understand and Apply the More you'l Earn!"

THE CLIENT ACQUISITION MACHINE

A SIMPLE, Step-By-Step Blueprint for Capturing and Converting MORE Customers Online by Using Facebook and Digital Marketing the RIGHT Way!

ALEX CARAGIANNIDES FOUNDER OF BSM VAULT A TOP RATED MARKETING AGENCY

Table of Contents:

Introduction

Social Media Fundamentals

Your Facebook Strategy is Everything!

The ONLY Four Things That Matter

Clear Process to Revenue Workflow

Clarity

Facebook Ads Strategy

The Best Facebook Ad Campaigns You Should Be Running

The Ultimate Insurance Text + Email Playbook

10 Things Every Agent Should Be Doing (But That Most Aren't)

252 Facebook Posts and Video Tip Ideas

About the Author

Introduction

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If you’ve picked up this eBook, you know the importance and impact that a solid marketing plan can have on your business growth. Regardless of what you sell, whether it’s a product or a service, a complete online marketing strategy is fundamental to your success. The main goal of this book is to simplify the most common and proven concepts and techniques so even those with little to no marketing knowledge and experience can build an online presence that will help them grow their business. The digital era has changed the way we do business, and it’s important for you to keep up with the demands of your prospects by building a well-oiled lead generation machine You are now embarking on an exciting journey to discover how to capture and convert leads online using Facebook and Digital marketing the right way. I emphasize the right way because things are always evolving with Facebook and Digital marketing. Lead generation is broken down into sets of marketing activities that correspond with stages of the buyer’s journey, starting with generating traffic, then converting visitors into leads, and eventually converting those leads into customers. This training guide and its coordinating videos are a compilation of the best strategies and tactics I’ve learned and implemented for our paying clients since 2012. The content in this guide has been carefully shaped in a way that will help you digest it one bite at a time. From strategy to execution, we’ll cover the essential keys to an epic marketing strategy and growth plan.

Social Media Fundamentals

When it comes to social media marketing, it’s important to have strategies in place that will help you maximize visibility and stand out from all the noise.

The Formula for Success

As viable marketing strategies continue to evolve in real-time, here’s the simple formula for social media marketing success that is guaranteed to help you stay ahead of your competitors in this digital age:

Reach + Engagement + Consistency = Opportunities

Now let’s break this formula down into its 3 key components and discuss the ins and outs of each.

Reach

“Reach” is the first key metric that businesses typically track in their social media marketing efforts. Reach is defined as a measure of the range of influence of your posted content. So, on Facebook for example, your post can be said to “reach” someone when they view it in their newsfeed. The goal you should aim for here is to obtain a reach of at least 10,000 views per week within your target audience. You accomplish this by posting often on your business page, which means you should – at a minimum – be posting every 4 hours, 6 times per day, for a total of 42 times per week. “Engagement” is the second key metric that businesses track in their social media marketing efforts. Engagement measures the actions taken by people that viewed a post. On Facebook, engagement is measured by the number of times people like, share or comment on a post. In this regard, content is king. Keep your content hyper-local, focused and engaging to maintain relevance and increase activity, thereby ensuring your posts have greater “viral reach”. The goal you should aim for is to generate at least 1,000 engagements per week from all your posts combined. Engagement

(Facebook even compiles and lists the total reach/engagement stats below each post and in several sections of your business page account dashboard).

Consistency

In social media marketing, success is achieved over time as your consistent marketing efforts build a dynamic community where users actively engage with your posted content and stories on a regular basis. Therefore, the final key to your success is simple: be consistent! Generate a well-running social media marketing machine that utilizes the technology available for automating at least some of your posts and content-finding. Sites such as Hootsuite offer you one- stop-shop-style social media management dashboard where you can set content to post to multiple pages/profiles and measure campaign results. You can also set content to auto-post through RSS feeds of your choosing, thereby increasing your capacity to post consistently…which, in turn, will lead to ever-greater success and opportunities for your business!

Your Facebook Strategy is Everything!

Your Facebook strategy should be the centerpiece of your marketing plan. Period!

Taking the time to build this solid foundation will help all your other marketing efforts to develop and perform better. So how do you build a killer Facebook strategy?

Start with these 3 steps.

Establish a Digital Target Farm Area

First things first. You need to identify a digital target farm area. This farm area should consist of a local area that ideally includes around 100,000 people. For example, you may pick a small city or suburb you want to focus on, or perhaps a neighborhood that’s well-known within your city. Begin to relate to this target farm area as your “exclusive” territory in order to develop the right mindset and maximize future marketing and networking efforts. Once you have identified your target farm area, you need to build a credible community/lifestyle page on Facebook that offers focused, relevant content per that area. Come up with a clear but catchy name – such as Johnstown Homes & Lifestyles. However, be sure to note that this page should be non-branded, meaning it should not contain any of your personal Real Estate company branding or wording. By doing so, your community page will present itself as a trusted source for intel and happenings in the area. Build a Community/Lifestyle Page on Facebook

Target Your Audience

Target the audience (current homeowners and potential home buyers) within your digital farm area and implement strategies to generate followers and engagement on your page. You can engender a high level of interest and loyalty by doing three things.

Firstly, post often and consistently.

Secondly, keep your content hyper-local to maintain relevance and increase engagement. Lastly, consider placing targeted Facebook ads to funnel traffic to your community page to enhance traffic and activity. The bottom line here is that your Facebook strategy is everything. It’s the most important part of succeeding as the "King of your City"…on social media that is! So now that you know the steps to take, the question is: Will you do the work and take them? You are the master of your own destiny, so dive in and have fun building your foundation and your business!

The ONLY Four Things That Matter

I don't care what industry you're in, I don't care who you are serving. There are only four things that matter. I'm going to break them down one by one here.

Number one

Brand awareness, iterating your U S P and opportunity statement.

USP is your unique selling proposition and opportunity statement. People care more about what your why is than what you do. So, brand awareness, always iterating your unique selling proposition and opportunity statement.

Number two

You want to reach at least 10,000 people per week with Facebook. That is easily a goal you can attain. You want to have opportunities to speak with people and have a consultation and strategize about their current situation. Where are they now? Where do they want to go? Where's the gap in the middle? Can you fill in the gap?

Number three

Engagement. Now that you have the reach, now that you've got your USP, your opportunity statement out there, you need to engage with people at least 1000 people per week. Ultimately, you want to do strategy sessions. You're generating strategy sessions with the engagement.

Number four

Consistency. That's the name of the game. Service delivery machine is ultimately what you're trying to build using technology and automation to be consistent and delivering a product and a service at the highest level. I call this giving a Nordstrom experience with a McDonald's assembly line. It's a cool quote that I came up with. A lot of people laugh when I say it, but it's true. Nordstrom experience with a McDonald's assembly line.

Keep it simple and execute on these four things daily!

Brand Awareness + Reach + Engagement + Consistency = OPPORTUNITIES!

Clear Process to Revenue Workflow

The biggest mistake I see business owners make when they start getting success in marketing is that they simply stop. They get busy or overwhelmed and take their foot off the gas. When they want to start things back up, they’ve lost all momentum. Test everything. Having a plan for your marketing activities doesn’t mean that once it’s laid out, it’s all said and done. It’s important to test everything. Test your assumptions, test your campaigns, test everything. It’s ok to assume things (about your business, your value proposition, your clients) but never hold these things as absolute truths unless you’ve tested them repeatedly. Innovate and adapt. An online marketing plan should eventually change to adapt to the reality of your business, the value you offer, the channels available, and the clients you’re serving now. Things change rapidly in this new economy and my mission in this book is to give you the true and tested fundamentals of a solid marketing strategy. I want to give you an overview of our clear process to revenue workflow. The goals and targets with the strategies you’re going to be deploying it is to get your team conversations with prospects. It's not just about generating leads online; it's getting conversations with prospects. Leads are great but leads really don't mean anything unless you talk to people that could use your services. We want all the leads that come in for retargeting purposes and the ability to create custom lookalike audiences, but the true objective is an actual conversation to be continued from Facebook and directly with you or your team.

Clarity

Clearly define what you want your business and life to look like so you can design them accordingly.

The Top Ten Clarity Mistakes Agents Make When Building Their Business

1. Short term thinking that leads to a business that won’t scale 2. Designing the entire business around yourself 3. Lack of clarity around financial expectations for the business 4. Failure to document procedures and protocol 5. No concrete plan for after sale service and value 6. Business is not structured around its unique value 7. No clear career path for it’s employees 8. No written plan exists or one does but it is too complex 9. Standards and expectations that don’t exist or are not followed 10. You forget to build the business to serve your life rather than visa versa

Too many people in business dive in head first without a clear plan. This happens all too often because so many of us start off as amateur agents before we find ourselves turning into business people. We just keep going and going, mostly focused on finding our next client. But before you know it, you have created a business with no foundation, no direction, and no identity.

Most fail to clearly to define their plan. They don’t know what they want for their business or for their life other than that they want to be successful or that they want to make money. That is not enough.

The great Yogi Berra gave us the wonderful and absolutely timeless quote that, “If you don’t know where you are going, you will end up someplace else.”

Success in business requires a very clear sense of direction, conviction about what your business stands for, and exactly who you want to serve all tied together around a two page business plan.

Begin with the end in mind

The great Stephen Covey, who we miss dearly, gave us this powerful statement, “Begin with the end in mind.” Here is how he defines it, “Begin with the end in mind means to begin each day, task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles to make things happen.” A very common example of this occurs when agents structure split structures for their team that seem to make sense today but are unsustainable in the long run. Or when making hiring decisions with shortsighted compensation plans that work today but become a choke hold on your profitability in later stages of growth.

Core Values

Documented core values are a funny thing. They are one of the most important things any business needs yet it is the most likely thing for you to ignore. I understand why. I remember feeling like spending time on core values was a waste of time because there was so much business to do, so many fires to put out, and even more and opportunities to capture.. I certainly didn’t feel like it was the best use of my limited hours.

Amazing how now that I have a big business, it is one of the central points of focus when making nearly any decision for the business.

If you don’t have clear core values,you will find yourself needing to clean up a lot of messes. It will also be hard to develop alignment and get buy-in from your team. You will suffer greater turnover, it will take longer to make decisions, and you won’t enjoy your business nearly as much as you should.

Core values tied to a strong culture will elevate your business above all others. A business reaches a point when it cannot grow in a healthy manner without them.

If you take this seriously and build the core of your company around what you want your culture to look and feel like 10 years from now, you will have a great advantage over other agents who don’t make this a priority.

To help develop your core values, ask yourself the following questions: 1. Why are you in business (other than to make money)? 2. Why do your best customers choose you? 3. What do you want the community to say about you and your business? 4. What traits exemplify you and your best team members? 5. What do you believe it takes to be successful in your business? 6. What traits do you most value in others?

Ask each of your key team members to do the same. Brainstorm answers to these questions, play with them, edit them, and just get something down on paper. Commit to them for at least a quarter. Read them daily. Post them on the wall. It is entirely natural that you will come back to them and make edits over the course of the year on a quarterly basis until they feel just right. But just get started and don’t worry about being perfect on day one. You won’t be.

Purpose Statement

Every business needs a rallying cry. And this is yours. A one to two sentence statement that defines why you are in business and what drives you to crush it day in and day out. What makes you and your organization tick? It could be anything from charitable purposes, to the thrill of winning, to serving your customers at a high level, or to developing your team members beyond their wildest dreams. This is tied to what is commonly known as “your big why.”

Define Your Ideal Customer

Some refer to this as your avatar. Who is your ideal client? Where do they live? What kind of community? What price point? What lifestyle? Do you work with buyers? Sellers? Investors? Do you specialize in families or empty nesters? Horse property? Perhaps you are ultra focused on a particular type of architecture like mid-century modern homes or high rise buildings. Or maybe single level ranches. There are a ton of possibilities and combinations.

If you think about it, marketing for horse property is going to look very different from beach property, which is also going to look very different from condo living. Know who you are.

You need to have great clarity around your ideal customer and then design all of your marketing and messaging around that profile. Everything is geared toward your ideal customer from your logo design to your blog posts and online video messages. Most businesses tend to define their ideal customer as a human being willing to hand over money and buy or sell. And I am not being cheeky. It really is that general for most. The issue with that is you never know who you are talking to. Which means you can never have a crystal clear marketing message. You are trying to be all things to all people. And that never works. As an example, if you live in the metro urban area of your city and you want to live a life where you can walk to work, restaurants, and play, then don’t accept every piece of business that makes it’s way to you 45 minutes out in the suburbs. That extra piece of business is hurting you in ways you don’t yet see. If you are selling to everybody, you are selling to nobody. You should design your logo with an urban feel, feature the downtown area in your marketing photos, reference the downtown area in your videos and blogs, etc. Make it your focus and build your business to serve the life that you are looking for. This sounds obvious, but most people in the real estate industry do just the opposite. They take on absolutely everything and anything that comes their way. They go wide, but never deep. When you try to be all things to all people, two things happen: 1. You never develop true expertise. 2. It becomes prohibitively expensive to market your business and you get crushed by those that better focus their resources.

Two page business plan

If you are like me, you learned in college that a business plan should be at least 40 pages long. Kiss that concept goodbye. Most of us tend to over complicate our businesses and a massive business plan isn’t going to do anything to simplify it. Plus, who actually reads a 40 page business plan? Not me. Not you. They may be useful for businesses that are looking for investors and venture capital money, but that is typically not the case. A business plan should provide MASSIVE CLARITY. It should be revisited on a weekly basis. It should be a living and breathing document that not only lays out your plan for the year but also provides a clear picture of what has to happen each quarter in order to be successful for the year. Laminate and review your plan regularly. Keep a copy everywhere you are likely to see it. Bathroom, nightstand, car, desk, etc. And make sure everybody in your organization has a copy.

Contents Of Your Two Page Business Plan And Questions It Should Answer:

1. What is your Purpose Statement?

2. What are you Core Values?

3. Where do you do business geographically?

4. Who is your ideal customer?

5. What is your unique selling proposition?

6. How does your company differentiate itself in the marketplace?

7. Who are your main competitors?

8. What are the greatest threats to your business and your industry?

9. What are your transaction sides, revenue, gross margin, and profit goals for the year, 3 years from now,

and ten years from now? How do you know you can hit them?

10. What are you company goals for the year?

11. What are your company goals for the quarter and who is accountable?

12. What are your personal goals for the quarter?

“ When your “system” is so complicated or inconsistent that it requires world-class talent to operate, it becomes extremely difficult to grow the business.

Facebook Ads Strategy

San Diego, CA 92101

(619) 701-5291 | Alex@BSMvault.com

2420 17th Street, Suite 300, Denver, CO 80202

1. Audience building ads

You need to run Page like Ads to build your Facebook audience.

Page like ads are meant for drawing attention to your page, but specifically targeted to people who are most likely to want to use your services, in order to gain a targeted audience (aka page likes). In other words, you are gathering targeted page likes. People who are raising their hand (aka showing their interest). No, you aren’t “buying” page likes. You are putting your page in front of people who are actually interested in staying connected with you.

Why should you run page like ads?

First of all, it’s an easy way to connect with people. Almost “noncommittal” on their part. They still feel anonymous. Second, it’s a powerful reputation builder. As much as we don’t want to solely seek out page likes (because the wrong ones are actually detrimental to your Facebook business page’s health) we do want people to see our business as strong, healthy, and legitimate. Targeted page likes help with this. Third, because page like ads are the best (and least expensive) way to test out cold traffic audiences. In other words, if you aren’t sure if you’ve got your targeting dialed in, you can test run it through a Facebook page like ad campaign and then verify your new page likes… check them out each day to make sure the ads are bringing in the audience you want to attract. If it’s not, you can adjust your targeting. If it is, you are ready to run more expensive ads. Fourth, because your future advertising efforts on Facebook will reap serious benefits. In other words, having already found your target audience and gathered them as page fans, you can then run ads directly to your page fans… who are more likely to respond to your advertising than non-page fans. Who should I target my page like ads to? There are several audiences you should be targeting and, each audience should be its own ad set. You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever. Page like ads are an excellent “first-step” connection with cold traffic. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. If they are visiting your website, and you’ve got relevant content on your website (not a bunch of random hyper-local event & activity posts) there’s a good chance they are targeted traffic. Get them connected with you on Face- book as well.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Email subscribers/IDX registrants. You want to integrate people into as many connection methods as possible. If you have email addresses or phone numbers of leads or clients, then you definitely want them to connect with you on your Facebook business page. So, who should you not be targeting? You shouldn’t be targeting your current page fans… it’s a page like ad! Don’t waste your money running it to people who already like your page. You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! Here’s an extra tip when it comes to page like ads... After you’ve accumulated at least 1500 targeted page fans, create a new ad set for the cold traffic audience above, but be sure to target only friends of fans. You’ll reap social proof in this audience and find that it responds even better than a simple cold traffic audience. Be forewarned though… don’t do this tactic unless you are absolutely certain that nearly 100% of your page likes are targeted… not fellow colleagues around the country, not unknown paid for likes, but actual, targeted page likes of people who are most likely to use your real estate services. When should you be running Facebook page like ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

2. Content ads

2.Second of all, you need to be running ads to promote your content. Wait, what? I’ve got to create content and then run ads to it? Well… do you want an online lead generation system that first builds know, like, and trust relationships and then entices people who already want to do business with you… to call you? If you want that kind of business, then yes, you’ve got to spend some time creating highly valuable content and running ads to that content. In other words, you’ve got to give to get. What do I mean by this? I am referring to the fact that you are creating powerful, compelling content on your website. I’m not talking about your Facebook status updates. I’m not talking about your neighborhood pages. I’m talking about content you’ve created that is extremely valuable. Content that answers a question and solves a problem for your target audience. Specifically a thorough and detailed blog post that addresses and solves a specific, relevant problem that your audience has in their journey. Then, you need to run ads that promotes that content… in a way that is more a “sharing” of the content. You definitely want lead capture elements within the content, but this is not about sharing a lead capture page disguised as content. This is about giving your all and sharing the solution to a problem that your audience has. Why should you be running ads promoting your content? For a number of reasons including...The fact that you are showing your audience that you fully understand their needs. Your content is solving their problems. They find your content valuable. In other words… you are working on a piece of the “nurture” element of lead conversion. The other reason is to create a targeted website audience… that you are pixeling and that you can then later run “next step” Facebook ads to. Who should I target my content promotion ads to? There are several audiences you should be target- ing and each audience should be its own ad set.

You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever.

Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. You want them returning to your website over and over again.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be visiting (and revisiting) your website. Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes). So, who should you not be targeting? You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! You should also not be targeting a random audience. You want targeted. If your content solves a prob- lem for homeowners, then you need to be targeting homeowners, not renters (as an example). When should you be running Facebook content promotion ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business. The minute you create a new piece of content, setting up content promotion ads should be your first order of business. Now, you won’t want to be running dozens upon dozens of content promotion ads at the same time. I suggest working on creating two insanely valuable pieces of content each month and running an ad for each one for an entire month. And then, over time, you’ll know what content appeals the most to your various audiences. You can create more of that type of content and you can run ads focused fully on the content that resonates with your audience. Here’s an extra tip when it comes to content promotion ads...Over time, you’ll notice that some of your content appeals more than other. If you create something that seems to go gangbusters… run it until either the content expires or, you stop having reactions to that content. A really good piece of content will always work for you. It’s something that is considered evergreen… never dying, never going out of date. Always resonating.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

3. Opt-in ads

3. Third, you need to be running lead capture ads. I’m specifically speaking of the preverbal “home value” ad and the “search for homes” ad here. The biggest problem with these types of ads is that they are the first type of ads real estate agents run and they usually run them to cold traffic… traffic that scrolls right on past the ad itself. In reality, these ads are one of the LAST ads you should be running, to a warmer audience. With today’s ability to use ad blockers, most of these ads aren’t even seen by your target audience. They are just another noise maker and are being used to train people to ignore these types of ads. Not only that, but they tend to attract mostly two types of people…The first are the curiosity seekers. Those who have zero intention of buying or selling, but are really just curious. These are the ones that tend to be in your database forever without taking action. They aren’t targeted so they tend to suck up your time and produce very little results. The second are the opinion seekers. Those who have either already listed their home, or are already out looking at homes with an agent. If you want to attract people who aren’t just curious but are committed, people who aren’t connected to an agent but need an agent, you need to change who you target these ads to and when you are targeting them. Why should you be running lead capture ads? You should be running lead capture ads because you want to convert lookers into appointments. That is your primary reason for running lead capture ads…and to make that conversion process happen, you’ve got to run these ads to the right people, at the right time, in the right sequence. Who should I target my lead capture ads to? With lead capture ads, who you target and when you target them is paramount. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. When you generate solid, targeted, warm traffic to your website, and then run a lead capture ad to that traffic, you are running an ad to someone who is most likely to take action and respond to your lead capture ad. Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be interacting and responding to your ads… especially when those ads require a specific action.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audi- ence (not your fellow colleagues or friends/family who took pity on you when you begged for page likes) then running lead capture ads to them will give you amazing results. Low cost, high conversion. Page likes act like website visitors… they have a connection with you and are more likely to take action than cold traffic. So, who should you not be targeting? Quick frankly, you should not be targeting cold traffic with these ads. You do not want to spend more per lead than you have to, and you want to have much higher conversion rates, so don’t run direct lead capture ads to cold traffic. You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! When should you be running Facebook lead capture ads? Once you’ve got audiences that are big enough, you should be running lead capture ads… but you definitely want to watch your frequency rate on your lead capture ads. You don’t want to train your audiences to ignore your lead capture ads. I suggest creating six completely different lead capture ads and rotate them. Run two different ones at a time to the same audiences… for about ten days at a time. You don’t have to continuously create new ads, just a few so you can rotate them. Once you get a series of ads that work for you, run them continuously, never stopping. If you’ve got your Facebook strategic plan set up and running, you’ll always have new people in each of your audi- ences and you’ll want to continuously reach out to your audiences. Plus, not everyone in your audience is ready to see and respond to your ads, so keep them running until they are ready to respond to your lead capture ad. Here’s an extra tip when it comes to lead capture ads...If you want serious results from these types of ads, you need to change your message. Tweak your verbiage from “get your home value” to verbiage that appeals to a real problem they have, that you can solve. An example would be “Are you wondering if that Zestimate you just saw is true?” or “Do you have your doubts that your tax assessment value is your home’s real sellable value?” Both of these are examples of running the same type of ad, but appealing to your audience on a different level. Touching on the thoughts going through their mind, thus getting them to stop on your ad and click through.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

4. Nurture ads

4. Fourth, you need to be running fan nurture ads.

This is where you can use the power of your Facebook page likes and Facebook ads to make connections with your audience that don’t directly involve sales, but instead involve reputation build- ing and turn page likes into your tribe.

These are powerful and these are fun. What are fan nurture ads?

Fan nurture ads are things like….. Happy Birthday ads, Holiday ads, time change ads… in other words, you are putting some of your nurture process right into Facebook… where the majority of your audience is. Where your tribe is hanging out. Why should you be running fan nurture ads? If you want to build a business, you need a tribe. A tribe responds to your calls to action. A tribe gets behind you and supports you. A tribe takes a vested interest in your business. When you take a vested interest in your tribe outside of what’s in it for you, your tribe responds. Not to mention, the ads are fun to run. The responses from fans are fabulous and it’s encouraging to see people responding in such a positive manner to your message to them. Don’t destroy your message by trying to sell or promote in these ads. These ads are simply ads because we pay for them. In all other aspects, they are gifts and messages for your tribe, about your tribe. No about you or anything to do with you, other than you are the giver and they are the receiver.

Who should I target my fan nurture ads to?

First and foremost, you want to target your Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes) then running fan nurture ads to them will give you amazing results. It’s a special something, just for them, and they like it. A lot.

So, who should you not be targeting?

You shouldn’t be targeting anyone else except your page likes for fan nurture ads. These are special ads, for special people. Don’t water down your message by trying to target anyone and every- one with these ads.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audi- ence! You should be running fan nurture ads as soon as you have enough page likes to run them. Typically right around the 400 page like mark is when you’ll want to start running your fan nurture ads. And, you’ll always want to be building your fan base by continually running your page like ads. You should setup a Happy Birthday ad and run it continuously. As far as other Holiday’s and events, obviously you’d run those around the time frame of the Holiday or event, not contin- uously. Go a step farther… if you do any type of appre- ciation event, or appreciation give-aways, you should run ads to your Facebook tribe inviting them into the fold. It is literally an excuse to give them something… and an opportunity to defrost them completely by potentially meet- ing them in person (depending upon what type of ad and event you are running).

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

In today’s world of overwhelming distractions, you need to help your ideal client stay focused… which is why you should be running content specific retargeting Facebook ads. Think of them as “horse blinkers." After they’ve visited your valuable content on your website… maybe they got distracted and didn’t take advantage of the content upgrade or lead magnet you’ve offered in your content. That’s where customer journey ads come in…you are refocusing back to the solution you have for their specific problem. Because if you still believe that “if a consumer finds your website valuable, they’ll come back when they need your services” you need to be pulled from the huge web of deceit that is surrounding you. You’ve been lied to. It’s one of those sayings that there is absolutely ZERO evidence to support. Even back when we used to “bookmark” websites, people still don’t revisit…WITHOUT BEING TOLD to revisit! Without a powerful, relevant reason to revisit. Seriously, people don’t just wake up and think “oh hey, that real estate website that I got the local Christmas lights to visit list from, I need to go visit that website because now I’m ready to list my home and sell it.” WHY we’ve ever believed this lie is beyond me. This means that you need to be running “customer journey” ads to your visitors of specific pages on your website. Who should I target my customer journey ads to? When you’re trying to target with the lead magnet, these ads should only be targeted to people who have visited the content page on your website that houses the lead magnet (or content upgrade) you’re offering. In other words, you’ll need to pixel that traffic specifically, and you’ll need to create complimentary ads, ads that complement the content they’ve already visited, with the intention of encouraging them to respond to the lead magnet you are offering. When you’re trying to target a specific segmentation ad to specific visitors of a specific page, for example, if you have a page for home sellers on your website, you would run some sort of “upgrade” or “next step” ad to people who have visited that page on your website. You’ll set up an audience in Power Editor targeting that page, then you’ll create an ad and run it to that specific audience. You’d do this for all of the most visited pages on your website… at the very least your top 3-5 most visited pages. Once you’ve built out your top 3-5 most visited pages, you’ll go deeper and start creating audiences for even more pages on your website. If you have a blog site (and you definitely should have a blog site), you’ll create audiences for just about every blog you write. This is when it all becomes a big spider web, capturing everyone in every way possible, who has visited your site even one time. So, who should you not be targeting? Literally, everyone else. You should not be targeting anyone except visitors to your content page with these ads. These are very specific and your results will be drastically different if you run such a specific ad to general or generic traffic. The goal here is to move people along their customer journey and into your sales funnel.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

5. Engagement ads

5. Fifth, you should be running Engagement Ads

So many agents want reach and engagement, so this is how you get that ever elusive engagement. You run Engagement Ads. What are engagement ads? Engagement ads are exactly what they sound like… an ad that you create whose sole purpose is to get people to engage with that ad. Engagement includes reactions, comments, shares and video views. Engagement ads are about reaching the person on a level that causes them to react, almost compulsively. It resonates with them. Each type of engagement serves a different purpose and has a different benefit, so you’ll want to cater your engagement ads according to the specific type of engagement you want. Why should you be running engagement ads? There are several reasons to be running engagement ads… the two biggest are Facebook and your prospect. Facebook likes to see you putting out content (and ads) that they like…engagement ads are focused on getting positive reactions from people, Facebook likes this. Your prospect likes to feel good, be inspired and look smart. When you run engagement ads that meet one or all three of these aspects, you are creating a highly engaged Face- book page that will benefit you greatly. Like I said earlier, each type of engagement serves a different purpose and has a different benefit… so let’s talk about what those are… First are reactions. Reactions are likes, hearts, etc. When someone reacts to your engagement ad, you get the opportunity to invite them to like your Facebook business page. Second are comments. When someone comments on your engagement ad, you get the opportunity to respond to their comment. This is good! Third are shares. When someone shares your engagement ad, you can often “thank them” for sharing by reacting on the share. It’s MUCH easier to get reactions (likes, hearts, etc) than it is to get comments or shares. Additionally, there are secondary benefits depending upon the engagement type you choose.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Now… the biggest benefit of all of these, including the Video Views option? You can build audiences inside Power Editor for all of these…. video views and page engagements. THEN, you can run more ads to those who are the most engaged with you via your page. Who should you target your engagement ads to? With engagement ads, this all depends upon your goal. If your goal is to reach people you don’t know (such as with engagement ads that are meant to get a reaction so you can invite reactions to like your page) then you want to run your engagement ad to a highly targeted homeowner audience. With other goals, you’ll need to decide if you want your page likes to respond more or you want people you don’t know to respond more. This is up to you.

Who should you not be targeting your engagement ads to? You should not be running engagement ads to other real estate agents. This is pretty much the same for every single ad you run (with the exception of a specific kind of “Event Ad” which I’ll get into later). When should you be running your engagement ads? You should be running your engagement ads all the time, in fact, right from the beginning of creating your page (after you have about 20 highly rele- vant posts on the page, you can jump right into running engagement ads to targeted cold traffic) Here’s an extra tip when it comes to engagement ads: When running engagement ads to cold traffic, your primary goal should be to run ads that will garner a reaction so you can invite those people to like your page. Video ads actually hinder this so if your goal is to build your page likes this way, I do NOT recommend running video or carousel ads in this case.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

6. Customer Journey Ads

6. Sixth, you should be running Customer Journey ads.

I know you’ve heard of retargeting… whether you actually know what it is or not. But, I’m not talking about simple retargeting. I’m talking about “moving people through the customer journey into the sales funnel” type of retargeting. What are customer journey ads? Customer journey ads utilize segmentation and content specific retargeting. First, let’s talk content specific retargeting...Here’s what I mean… say you run a content enhancement ad an awesome blog post on your blog. Remember, within that content, you’ve got a content upgrade (aka a lead magnet) that is relevant to that specific content. Either a uniquely created lead magnet or a content upgrade within the article itself. After people visit that content (on your website), you want them to see ads for that specific lead magnet (or content upgrade) in their Facebook NewsFeed. This is powerful and specific retargeting. You’ve already “defrosted them” when they visited your article on your website and consumed it. Now go deeper and continuing the “defrosting process." This lead magnet should have already been “introduced” to them within the content itself but now, they are seeing it again, in a different way. Maybe they got distracted and didn’t get to opt-in before, and you remind them that you have this for them, so they can opt-in and get their hands on your lead magnet. Second, let’s talk segmentation…Segmentation retargeting ads are very specific ads that are directed to people who have visited specific pages on your website… like home search, home value, neighborhood pages, etc. After they’ve visited the specific page, you target them with a detailed next step, such as an online home value for those who landed on the home sellers page, or housing activity list for a specific neighborhood for those who landed on the specific neighborhood page (or even a piece of content you’ve created specifically for or about that neighborhood that you want to drive them to). In other words, instead of waiting passively for people to (hopefully) keep browsing through and revisiting your website, you are targeting them with what they are specifically looking for and driving them back, over and over again. Why should you be running customer journey ads? Have you ever heard of horse blinkers (some people call them blinders)? Horses sometimes need to be made to focus and blinkers keep the horse’s eye focused on what is ahead, rather than what is at the side or behind.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

When should you be running content specific retargeting Facebook ads? You should be running content specific retargeting ads as soon as you have enough traffic visiting the specific content page. Facebook determines that to be a minimum of 20 people that they are able to pixel. I recommend that you get the audience built up to several hundred people (and keep building that audience through content promotion ads) and start running content specific retargeting ads and then never stopping. If you stop driving traffic via content promotion ads, you’ll need to stop running content specific retargeting ads. Essentially, they are a “twofer.” Run the first one, run the second one. Once you’ve got your audience setup, you should be running the ads continuously. You’ll always have new people visiting the page (if you are driving highly targeted traffic to it), and you’ll want them to see the lead magnet opportunity as soon as possible after they visit that page. Here’s an extra tip when it comes to content specific retargeting ads...I mentioned horse blinkers earlier… here’s the deal, consumers have horse blinkers on when it comes to ads. In other words, blatant ads are now “not seen” by consumers because they scroll right past them, or, they are blocked by ad blockers. You want to get around this and that is why you want to setup a layered series… from driving traffic to content rich pages, to running content specific retargeting ads to visitors of your content rich page. When a consumer has just found a valuable solution to their problem, and then they are offered another, deeper solution, the “see” your “ad.” It stands out. When the student is ready, the teacher appears. This is true only if you (the teacher aka the agent) is always there, in a sense waiting, for the student aka the prospect, to be ready to move forward in their home buying or home selling journey.

Make sure as the “teacher” you are always there.

Here’s a bonus tip…

Run segmentation ads to your entire website audience… except in this case, don’t run the “upgrade” or “next step” but instead, run ads to “segment” your traffic. In other words, run ads that point to your valuable seller page, to your entire website audience… driving traffic to that specific page… and then running the versions of segmentation retargeting ads I mentioned above to the traffic that visited those specific pages. So in essence, this is more of a two-step process, done twice. First to drive traffic to specific pages, second to move that traffic to a next step in the journey with you. You are strategically breaking down their walls and building up a know, like, and trust relationship.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

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