The Ultimate Facebook Ad Cheat Sheet for More Real Estate Commissions

Thank you for downloading our Ultimate Facebook Ad Cheat Sheet for More Real Estate Commissions. Your free guide is broken into 3 parts. First, we cover writing Facebook Ad copy that connects and converts. Next, we cover 4 essential elements you will find in every money-making Facebook Ad image. Finally, we share 4 Facebook Ad examples which you can use as templates to create your own lead-generating, money-making ads. Pat and I hope you find this information valuable. More importantly, we hope you use this information to fill your lead funnels and to make more commission dollars! In the coming months, Rebus University will launch an in-depth online video training course for Facebook Ads complete with the exact steps (you’ll watch over my shoulders as I create the ads online) to create ads with high ROI that generate real estate profits. As a bonus for downloading this guide, you will have the opportunity to save up to 50% on this course when it launches. We will add you to our mailing list and let you know once it launches. Have any questions about The Ultimate Facebook Ad Cheat Sheet for More Real Estate Commissions? Give us a shout at info@rebusuniversity.com All the best, Pat Hiban and Evans Putman

Facebook Ad Page 2

Part 1 - 4 Essential Elements to Write a Money-Making Facebook Ad

Element # 1 - Eliminate the Ego Remember: This ad is not about you. It is about your target audience. Before writing

your ad copy, put yourself in the mindset of the ideal person you are trying to reach with

your ad. Some call this your client avatar. Write your ad copy from the “What’s in it for

me?” viewpoint of this targeted, ideal client avatar - the individual you want to take

action, click your ad and fill out the form on your landing page.

Element #2 - Headline (Appears Directly Under Your Image) Write your headline first. Your headline should have 2 main goals - Attention and Action.

In other words, you want your headline to grab the attention of your client avatar and

entice them into action. One way we come up with our headlines is to ask ourselves,

“What is our client avatar’s pain and what is the solution?”

Element #2 Cont…. Facebook Ad Page 3 Below are a few headline examples.

“House Didn’t Sell? Find Out Why Now”

“Old House Feeling Empty? Downsize to Brand New Townhome in XXXY”

“Looking for Deals? FREE List of Foreclosures in XXX Neighborhood”

“Stop Paying Rent to a Landlord. Buy a Home and Take Control of Your

Future”

Element #3 - Post Text (Appears Above Your Image)

Part 1 - Start with question designed to get a “yes” to a pain point. Example: Are you tired of watching all the houses in your neighborhood sell fast for great sales prices while yours continues to sit on the market month after month AFTER month?

Element #3 Cont… Facebook Ad Page 4 Part 2 - Share how you have the solution. Example: My sellers, who like you have experienced the frustration of falling under the category of expired listings, benefit from a proven sales system that turns your expired listing into a SOLD listing fast and often at above asking price! Part 3 - Use the “learn more” or “social reaction” option or a combination of both. A. If you'd like to learn more about how to ..... click the link below to get started. Example: If you’d like to learn more about how you can prepare your home and price it right for a fast sale, click the link below to download my free home seller’s guide.

B. Write something to get a social reaction. (ask for likes, shares, comments, tags) Example: If you have a Facebook friend who would find this information valuable, please share this post and/or tag them in the comments below. C. Combine both options A and B in your post content. Element #4 - Link Description (Appears Below Your Headline)

Add a “call to action” with benefit statement. Example: Click here and sell your house fast!

Facebook Ad Page 5

*Remember - Test different post text lengths (shorter text vs longer text) to determine which resonates best with your audience. Also, make sure to preview your ad both in desktop view and mobile view. We often find it best to create separate ads for desktop and mobile as mobile device ads show less text.

Facebook Ad Page 6

Part 2 - 4 Essential Elements of a Money-Making Facebook Ad Image

Element #1 - Evoke emotion with your images For example, do not just post an image of the front of a house for a listing. Instead, choose photos that evoke emotion and connect with a specific type of buyer you are targeting in your ad. Examples: a view from the back deck overlooking a well-manicured hole on a golf course, an upgraded kitchen with chef-quality equipment targeting buyers who work as chefs or list gourmet cooking as an interest Element #2 - Tell a story with your image A money-making photo will not only evoke emotion but also, with one glance, tell a story. Ask yourself, what is the story I want to tell - one which will connect with my client avatar? Think of how the following three examples for a listing with a pool. Each tells a story and each could be targeted at different specific client avatars. Example 1: Share a photo from the perspective of relaxing in a lounge chair with a cold drink and a book next to you overlooking a bright, blue pool.

Element #2 Cont… Facebook Ad Page 7 Example 2: Use a photo taken from the same perspective but this time showing a couple, holding hands, both relaxing in lounge chairs looking out over a pool lit up with lights at night. Example 3: Share a shot of a family, kids splashing in the water and tossing a beach ball with mom and day sitting, feet in the water, on the edge of the pool. Element #3 - Stands Out from the Crowd Your ad image must be an attention grabber. You want it to cause your target audience - your client avatar - to see your ad and stop scrolling. There are multiple ways to do this including (but not limited to): using Instagram-like photo filters with ads, boosting the contrast of your images, using bright colors with light backgrounds and using a bold black and white image. Element #4 - Imitate Images Shared by Facebook Friends While, it’s true, you want to stand out and grab the attention of your client avatar, you also want to have your image look a lot like something your friends would share on Facebook. Think about the 3 pool examples above. Each of these could easily be shot by a Facebook user and shared to their personal feed. The key is to grab attention while not looking like a warning sign reading “Danger This is an Ad Crowding Your Facebook Feed!” Get creative and be fun with your images. Take selfies of yourself pretending to cook in a new upgraded kitchen. Use a photo of yourself (maybe a shot of your food) in a highly-popular restaurant in a hip, new walkable neighborhood and business district just around the corner from a new listing.

Ad Images Cont… Facebook Ad Page 8 *Remember - Testing is key. Run an A/B test using the exact same ads and use two different images. Track what works great with certain client avatar demographics, what doesn’t work so well and amplify what works best. Now, we also haven’t discussed videos. Videos are an awesome tool for creating money-making Facebook real estate ads. You can actually follow the same 4 elements above and examples when shooting video. Test that against more traditional listing video tours to see if one works better than the other. Important - You must grab the attention of your viewer immediately with video and pull them in with something bold and eye-catching. Also, it has been shown that videos with captions added increase video viewing time by an average of 12%.

Part 3 - 4 Facebook Ad Templates Designed to Deliver High-Quality Leads and Commission Dollars The following Facebook Ad examples are designed to get leads into your sales funnel. We have found this is the best way to get a high ROI on ads. As you will see, each ad offers a lead magnet (an offer) in exchange for your client avatar’s contact information. Not only will you be able to then put the contact into your CRM and lead follow-up program, but you will also be able to use Facebook retargeting (see info here for set-up) to further market to these leads on Facebook by both targeting those who did not fill out your form and those who did fill out your form (targeting both groups with different ads). Your lead magnet will be offered on a landing page on your site which is where Facebook users are sent when they click your ad. Use the guidance in this blog post to create landing pages that convert. Your campaign goal should be set for Lead Generation or Conversions.

Facebook Ad Page 9

Ad Example #1 - This same ad can be reworked to target expireds. Upload your FSBO or Expireds lists into Facebook to create Custom Audiences and Facebook will target ads to those exact contacts. Want to segment deeper? Target specific zip codes, ages, income level, home value, etc. Don’t have FSBO list? Target those with Interests matching “For Sale by Owner” “Selling Houses” “Selling Real Estate” and the behavior “Likely to Move”. Targeted interests change often so check Facebook for other options prior to running your ads.

Facebook Ad Page 10

Ad Example #2 - This is a video testimonial ad (you could easily do something similar without a video) which captures buyer leads. You could also replace the testimonial with a video of yourself sharing valuable info showing renters how smart it is to buy vs. rent while still directing them to visit your landing page for a guide. Target Suggestions: “Renters” “Income” “Home Type” ==> Drop location pin on apartment complex or over large employer - major manufacturer.

Facebook Ad Page 11

Ad Example #3 - Excellent ad for agents looking to build their real estate investor list. You could also use a free foreclosure list to market to buyers who are looking for a great deal, fixer-uppers or whose finances won’t allow them to buy a brand new, higher priced home. You could also share foreclosure lists for highly-desirable neighborhoods (mention specific neighborhoods in ad copy and headline) sharing starter homes for those who may not be able to afford homes for sale under normal circumstances in that neighborhood. Target Suggestions for Investors: “Real Estate Investor” (as Job Title - not Interest as this will eliminate tire-kickers) “Real Estate Investments” (Behavior Category), “Robert Kiyosaki” “Income” “Net Worth” “BiggerPockets.com” There are a lot of options with investors so get creative target your message differently to flippers, cash flow investors, etc.

Facebook Ad Page 12

Ad Example #4 - This ad targets first-time homebuyers and new parents. You could rework it to target growing families who need to move up to larger house as well. Think the opposite and you could target empty-nesters ready to downsize. Lastly, you could target newlyweds who may be ready to buy their first home in preparation to start a family. Targeting Suggestions: “Renters” “Financial” “Generation” “New Parents” “Expectant Parents” “Parents with Toddlers” “Age” “Likely to Move (Behavior)”

Facebook Ad Page 13

Thank you for downloading our Ultimate Facebook Ad Cheat Sheet for More Real Estate Commissions. Make sure to visit us at RebusUniversity.com for online real estate training video courses like the highly-acclaimed Certified Listing Agent guaranteed to make you more money and improve your professional and personal life. Use the following coupon code as a gift from us to save 25% on any or all Rebus University courses. Enter =====> agentsuccess25 <==== in coupon field at checkout! RebusUniversity.com To Your Success, Pat Hiban and Evans Putman