Facebook isn't about the number of fans, followers, “Likes” and friends you have. It's about personal connection: starting relationships that can develop into warm leads, and ultimately new clients.
In this post we'll discuss moving your fan base into your list. From there we will move them from a cool lead to a warm one.
Capturing leads before the funnel
If you're like most agents, you're probably pacing the floor already, and you're wondering if there's a way to pick up leads without going through the lead generation funnel.
It doesn't happen that often, but sometimes prospects will contact your directly from Facebook. Following the Scout motto, it's best to always be prepared. You can add a contact form app to your Facebook page, with of an app like PageYourself. You can check out ours here.
Most of the high quality warm leads will have to be cultivated over a period of time, by tempting your Facebook connections into the marketing funnel.
Moving Facebook friends and followers through the conversion funnel
I'm assuming you've created links back to your blog posts, whenever you publish update notices on Facebook, so you should begin to receive some traffic to your website.
Alas, very few visitors will contact you on the first visit. Analytics data suggests they may contact you between the 5th to 8th visit. So how are you going to get them back to your site again and again? Answer: Ridiculously valuable content.
You got them to your site with content, and it's the only way you'll keep them!
They need to subscribe
Blog subscription. If you're publishing extremely valuable content on your blog several times a week, some of your audience will want to subscribe, so they can get your updates in their feed reader or by email.
Make it super easy for them to find your RSS feed link, and the email updates subscription form.
Email subscription and nurturing. At the heart of any successful online lead generation strategy, you'll find a growing list of hungry readers.
These subscribers exchange their contact details in order to receive a downloadable document they believe will be extremely helpful in solving their problem.
DO NOT let them down by providing a disappointing whitepaper, ebook, video or VIP pass.
DO NOT spam them with your listings after they subscribe. You need to have at least two lists. Your content subscribers should not find themselves on your VIP Updates/Listing Alerts email blast list.
At regular intervals they should come to expect helpful information that supports the document they downloaded. If they responded to an offer for a free download entitled “5 Things You Absolutely Need to Know Before Buying a Condo in Kits,” they will unsubscribe if they don't receive future updates targeting condo buyers in the Kitsilano/Point Grey area. A lead in to a new post covering the parks and recreational facilities, or places of worship, in the Kitsilano neighbourhood would be appropriate.
1. If you don't have an autoresponder set up at AWeber, MailChimp or one of the other popular mail services, you need to get on this today. (It's as vital to your website's success as hosting.)
2. You will need to create several high quality, incredibly informative downloads. These could be PDF documents, with a very attractive cover, or videos. Do not disappoint, or you can expect an unsubscribe notification within five minutes. You may require the help of a content marketing specialist to produce these.
3. You will also require a landing page for each offer. Each high-converting landing page will sell the reader on the “must have” benefits of the freemium item. A form will collect the data and store it. (To be fully CASL-compliant, the subscriber will have to opt-in again from the email they receive, when the initially join the list.)
Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10.
4. Your subscribers are drip fed a sequence of emails. At the bottom of each email, there's a teaser for the next “must have” downloadable item.
5. Each landing page form asks 2 or 3 new questions. You're getting to know more about them, and these leads are moving from cool to warm.
6. After a few downloads, it's appropriate to send them a friendly and helpful email, asking them how they're enjoying the informative email updates and downloadable documents. You can ask if they have any suggestions. Then provide a link to another extremely valuable document, or the login to the special VIP area on your site, where they can access more insider information.
If they don't respond, keep sending them more valuable emails, with more landing page questions. You should know quite a bit about your prospect now, and they will be getting to know you.
Remember where you met: Facebook. You have access to quite a lot of information. An occasional ‘appropriately' personal email should now be okay. If you discover he's got an anniversary coming up, consider sending an ecard. Congratulate her on the promotion she received. If you discover he's a deer hunter, send a funny YouTube video about a tree stand misadventure on the first day of hunting season. You get the idea…
People prefer doing business with people they like. It's important to be perceived as friendly, not creepy.
I welcome your comments. Do you have a Facebook success story to share? A question?
Here's wishing you great success in generating a steady stream of real estate leads from Facebook. If I can help you in creating your funnel strategy, getting autoresponder systems in place, page content and downloadable whitepapers designed or trackable landing pages, please let me know. Be sure to take advantage of my 20 minute free coaching call.