“The Alphabet of Conversion”Facebook Advertising for Housing Industry

by John Pohly

The creator of FBsecretagent.com offers 26 tips to real estate agents and

loan officers for Fb Ads. Become a member at FBsecretagent.com

A = Ad ChoicesBest ROI - Clicks to Website, Upload 1-minute teaser video

instead of image.

B = Branded MarketingBranded Ads to Disengaged =

B.A.D.

C = Cookies and Conversion Change the default

cookie (pixel) duration from 30 days to the

maximum of 180 days!

D = Digital Directionals (GPS)

Increase awareness of open houses or office location with “location of user” specific ads!

E = Emotion Before Logic

Images and video that connect to emotion always get higher CTR

F = Facebook Forms

F = Facebook Forms

Facebook already knows everyone’s name, phone, email address, and physical address.

In some cases you will not need a landing page or website! Works better on buyer leads in early testing by the team at FBsecretagent.com

G = Google, YouTube Remarketing

Start with Facebook for Clicks#1 One-third the price#2 Qualified clicks#3 Most user hours logged Remarketing for Site Visitors

Search | Network | YouTube

H = House ValueFBsecretagent.com reviews all

landing pages software, put the best to the test and report cost, features,

and advertising results. All software is not created equal!

I = Images, Images, Images ● The goal of the ad image

is to get a relevant click from Facebook.

● The goal of the landing page images are to show branding consistency, gain trust, and entice visitor to take the next logical action.

● Avoid “Dr’s Office Form” landing pages.

I = Images, Images, Images

Editing photos is easy with PicMonkey software.Less than $40 a year!

I = Images Identified 13 Milliseconds

You have less than 1 second to make an impression!

J = Jab, Jab, Jab, Right Hook A winning boxer does not have a strategy of using a right hook on every punch. Your audience is the same when it comes to sales. At FBsecretagent.com we teach marketing jabs also known as free content before an upsell. Case in point, the house value funnel is a free estimate, it grows your database. The upsell is to offer your professional real estate services to sell the property.

K = Killer Sales Copy Create a folder on your computer desktop.

Collect catchy headlines, great sales copy,

examples of brilliant UX. Refer to your “swipe file” for inspiration when you

create advertising on Facebook!

L = Likes Are Over-Rated

Likes are a byproduct of great advertising. In FBsecretagent.com

we recommend not creating campaigns to get likes but to get the

right message to the right audience at the right time.

M = Mobile Responsive “Mobile responsive was critical in 2013. In 2016, running ads

on Facebook to websites and landing pages that do not look amazing on an

iPhone is a complete waste of money!” -

John Pohly

N = Find the Overlooked “Niches” ● Expired Listings / FSBO (on Facebook)

● Home Builders

● Loan Qualification → Buyers | House Value → Sellers

● Rentals

● Home Remodel / Vendors

● Commercial

O = Order of Operations

John Pohly has practiced the 6 Principles of F.U.N.N.E.L. for his

past 15-years in the housing industry. The book was finally

published in 2013 and you can find it on Amazon.com. Start every funnel with a Freemium… this SlideShare

presentation is an example of a Freemium, great content matched to

the right audience… and FREE!!!

P = Phone Data & Phone Automation

This strategy is so top secret that it is only shared inside ofFBsecretagent.com!

John Pohly says this technology used properly is bigger for real

estate than Google in 2005, Craigslist in 2011, and Short

Codes in 2014. Hint: phone and big data combine in less than

2 seconds with a text auto-responder!

P = “Proportions” The biggest mistake agents make is going with the cheapest software to spend a disproportionate amount of advertising on hundreds of clicks to get 1 partial lead registration! The second biggest mistake is trying to “wing it” without following in the footsteps of a digital marketing guru who also understands real estate.

Q = Ask Timely and Open “Questions” This image was shown to

females that were engaged relationship

status between the ages of 18 - 24 and it went viral

on Facebook in 2014. The ads drove the initial traffic, the comments, shares, and likes were

100% organic and helped John Pohly win a lead generation contest for

mobile app downloads.

Who is your audience?

R = Relevance Score

The perfect message to the perfect audience at the perfect time =

lower click prices and better

registration rates!

S = Statistics to Watch

S = Streaming Video on Facebook

Get John Pohly’s Guide on How to Use Streaming

Video on Facebook to Grow Your Real Estate Business.

FREE Download at AskPohly.com

T = Text Codes (2014) Tracking + Data Mobile clicks are cheaper because most advertisers (not just real estate) do not know how to gain registrations. What

worked in 2014 was not as effective in 2015. You need to pivot constantly!

FBsecretagent.com teaches agent when and how to market on mobile devices. In 2015, the 57% of Facebook traffic is was

a mobile device. We expect this to increase in 2016 with the adoption of the

Facebook Messenger App.

U = Unbranded Less branding is better when you are marketing to an

audience that does not know you yet. Be sure you still

comply with MLS rules, state regulations!

V = Vendors

If you know John Pohly from the 2011 Craigslist 30 Day Challenge or if you took his 2012 M.R.G. training...

Things have changed and now they change faster than ever before!

Read the Top Secret Report on AskPohly.com. Become a FBSA Lifetime Member!

W = What Would Steve Jobs Do?

Steve was the master of UX (User Experience). Less is more, fewer buttons, fewer clicks. Practice this with

every advertisement. Can you improve the funnel by 1-

click? Just assume that 50% of your landing page visitors get lost on each form field, each click. Use gamification,

Facebook sign-in buttons… Join FBsecretagent.com where

we ask ourselves W.W.S.J.D.???

X = Exclude AudienceHide your ads from other agents, not from prospective buyers and sellers.

Exclude a custom audience!

X = Exclude Audience FBSA was created in 2014. Can you afford

not to know these tips 6-18 months before the rest of the industry?

FBsecretagent.com

X = The X Factor, Stand Out!

Y = It Is Not About “YOU” (Initially)

Y = It Is Not About “YOU” (Initially)

Start from contribution with a Freemium!

Y = It Is Not About “YOU” (Initially)

Start from contribution with a Freemium!

Upsell is relevant to the free item of value...

Y = It Is Not About “YOU” (Initially)

Newsletter is relevant to your audience.

Y = It Is Not About “YOU” (Initially)

Newsletter is relevant to your audience.

Align Next Offer with Freemium & Upsell.

Y = It Is Not About “YOU” (Initially)

Your audience will Expand your market.

Y = It Is Not About “YOU” (Initially)

Your audience will Expand your market.

Follow F.U.N.N.E.L. for Lifetime Clients

Y = It Is Not About “YOU” (Initially)

John Pohly invested 20,000 hours in the practice of conversion funnels. You can become a FBsecretagent.com member and learn from John, how to apply it to Facebook every Wednesday with live training! Apply at FBsecretagent.com

Z = Zillow, Copy Millions in Research “If Zillow is doing something different on their website, it probably a result of a million dollar A/B test.” -John Pohly

Research &DevelopmentDepartment

Become a Life-time Member at FBsecretagent.com

by John Pohly

This presentation, 26 tips for the housing industry is only a small

fraction of what you learn every week as a FBsecretagent.com member.