Real Estate Agents & Investors – What Are The Most Common Facebook Marketing Objections?

The 5 Most Common Facebook Marketing Objections From Real Estate Investors

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Facebook Marketing for Real Estate Investors

50. That’s the average number of minutes we spend on Facebook every day.

It sounds crazy at first, but when you consider that Applereported the average iPhone user unlocks their phone over 80 times a day, maybe it’s not that surprising. We love our mobile devices, and we definitely love Facebook.

So we spend a lot of time on Facebook, but does that matter for Real Estate? Can all those hours spent on Facebook really translate into leads and deals?

I’ve spent countless hours working with investors from all across the country and have assembled five of the most common misconceptions about Facebook marketing for Real Estate Investors.




Here’s what they are and why they’re misguided.

Objection #1: “Facebook Marketing for Real Estate Investors Is Too Expensive.”

Imagine you found a vending machine, and every time you put 100 dollars in that vending machine, it gave you $500 back. How many times would you put in $100? Forever, right? You’d do it forever (or hire someone to do it for you) because you know there is a positive return.

What if the vending machine started charging $300 in return for $500? Would you still keep feeding it money? Probably. If the price kept increasing, at some point, you might stop — at the very latest, you’d stop at $500 because now you are breaking even.

Marketing is your vending machine. The deals produced from marketing are the output, just like the example above.

Do you know, for your business, the maximum you can pay per lead and still remain profitable? If you don’t, figure that out today! Investor Carrot has a fantastic calculator you can use.

“Expensive” is a relative term. You need to know your business in order to set appropriate expectations. If your ideal cost per lead is $200 and it takes 10 leads to close a deal, you might have to spend $2,000+ on marketing to get a deal. Too many people start a campaign and give up too early because they did not know their numbers and fail to clearly define success metrics.

Truth: Expense is relative to return. Know your numbers so you can make smart decisions based on data.

Objection #2: “I Didn’t See Leads Right Away. I Guess It Doesn’t Work.”

In a perfect world, every marketing channel would provide immediate results. That’s the dream, but unfortunately, not the reality.
Most campaigns take a time to build momentum. This is certainly true for Facebook. Several factors contribute to success such as budget, market size, existing traffic on your site (retargeting), market timing, and quality of ad content.

Your first month will be your slowest month. If you have a few extra marketing dollars and want to give Facebook a try, make sure you really assess how committed you are. It’s possible, those few extra dollars are better spent on an existing channel such as PPC or direct mail. I suggest a commitment of at least 90 days – even better is 4 – 6 months – to fully realize the benefits of Facebook.

Truth: Be committed. You need at least 90 days to build good momentum.

Objection #3: “I Am Going To Clog My Friends’ Newsfeed With Ads.”

Some people want to clearly differentiate their personal and professional social media lives.

I’ve seen several incredibly successful investors openly sharing on their personal page, but if you fall into the “let’s keep it separate” category, there is good news – with Facebook Business Pages and powerful targeting options, you can run successful ad campaigns while keeping your personal feed clear for cat memes and cute pics of your friends’ kids.

Truth: Your personal and business Facebook presence can be as connected or separate as you want.

Objection #4: “I Need A Bunch Of Likes On My Facebook Page.”

At one point, this was true.

Several years ago, Facebook provided powerful organic (non-paid) reach to the fans of your Business Page. When The Color Run had over 4 million Facebook fans, we could post and get tens, even hundreds of thousands of people engaging on the post. It was thrilling to refresh the page and see the comment count jump exponentially. Then, almost overnight, Facebook announced they were changing their algorithm.

The era of pay to play on Facebook began. The same type of post at The Color Run now created only a couple hundred engagements. We had spent thousands of dollars (and hours) creatively building our fan base, and now we could barely even reach a fraction of our potential. It was a hard pill to swallow, but in the digital world, the only constant is change.

We adapted, and continued to see incredible success from our Facebook campaigns.

Long story short, even if you had a bunch of likes on your page, you would still have to pay to reach them.

Truth: Facebook Page Fans are now just one of many audiences you can target. Do not let building a fan base stop you from getting started.

Objection #5: “It’s hard to find motivated sellers on Facebook.”

Okay, this one is sometimes true. It can be hard. But here’s the good news — it’s hard for your competitors too, which means they likely aren’t doing it. That equates to untapped opportunity.

Of course, not everyone on Facebook is a motivated seller, but it’s very likely that the motivated sellers in your area are on Facebook.
You might be thinking, “yeah, but my typical deal is with someone in an older demographic.” They’re on Facebook too. In fact, 33% of all Facebook users are over the age of 45, and 17% are older than 55. That’s almost 1 in 5 people over the age of 55. And these people are clicking on ads. In some of my recent client campaigns, on average, 57% of leads came from people 55 and older.

Truth: Using strategic targeting, such as custom and lookalike audiences, you can carefully target your ideal demographic.

The Worst Myth Of All:“Facebook Isn’t Worth My Time.”.

Finding motivated sellers on Facebook is a highly specific targeting challenge to be sure, but it’s that very fact that makes Facebook such an exciting avenue for your REI business.

If it were incredibly simple, everyone would be doing it. Because it takes some finesse, Facebook remains a largely untapped resource to the most dedicated investors.



Now that you’re hungry for more, listen to more of Kiley’s Facebook Marketing for Real Estate Investors and Agents Tips on the CarrotCast…

Facebook marketing for real estate podcast

Real Estate Agents & Investors Facebook Ads | The Why and How of Getting Leads [Infographic]

Real Estate Facebook Ads | The Why and How of Getting Leads [Infographic]

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Real Estate Facebook Ads

Facebook and real estate marketing are a match made in social media heaven.

For Carrot members, Facebook is the third highest source of new leads, outperforming Google AdWords as well as organic search from both Bing and Yahoo.

All told, Facebook has generated over 15,000 new leads since January of this year alone. And that’s leads. Not traffic, not visitors, not followers, not fans … real leads.

Imagine the difference a few hundred new leads could have made in your business over the last year. Image what they could do for you in 2018.

Simply put … that kind of lead-generating faucet is absolutely transformative.

To illustrate how our clients do it, we collaborated with infographic making company, Venngage, to create this visual explanation.




Real Estate Facebook Ads: The Why and How of Getting Leads [Infographic]



Facebook Ads Real Estate Lead Generation Strategies

Facebook Ads Real Estate Lead Generation Strategies


Real Estate Uncensored Episode 11:
Matt Scheid of Prime Seller Leads joins us to share how top agents are generating seller leads on Facebook and Google PPC, and how any agent can get started using those tools.

Best quote: “That’s part of the secret of success with internet leads; it’s a numbers game, and it’s about working every lead the same way every time.” Matt Scheid

And here’s what we covered with timestamps so you can jump to the section that most interests you:

[4:40] Why start with Facebook/Google ads to generate seller leads
[5:01] The definition of a “quality” lead is – a lead generated by a straightforward ad, with no additional incentive and where the lead has to manually input their information in exchange for the info they want
[5:30] Search intent and why top agents get higher conversion ratios on Google leads, even though leads are more plentiful and a little cheaper on Facebook
[6:30] Lead follow-up and scripts to convert internet seller leads. Greg’s team calls leads 6x in the first 2 days to make sure they reach the lead then put them into appropriate drip campaigns
[10:00] Using “set-and-forget” drip campaigns using email, video and text to automate as much of your follow-up as possible
[10:30] Elements to get started:
1. Find a system for the leads to go to and a landing site,
2. Set up your Google Adwords account (set up a dummy ad at first to get past Adwords Express)
3. Build your first ad (Headline, Display URL and two lines of text) and why Home Value offers are the most effective
4. Use the Google Ad Preview tool and incorporate the feedback Google gives you to tweak our ad
5. Allow the ad to run for 1-2 days, then run a Diagnosis Report and make adjustments
[14:03] Negative keywords- How to use them to make your ads more targeted and effective, and how to use call-out extensions
[17:05] Why structured follow-up is part of the secret to success – It’s about working every lead the same way every time
[17:35] How one of Matt’s Prime Seller clients converted “Mickey Mouse” into an active client
[20:25] Why start with a $10/day budget with Google PPC and $5/day on Facebook
to generate leads as a solo agent
[24:31] Keep it simple – the more complexity you add the more your lead conversion goes down
[27:30] Why the goal of PPC ads are to generate responses from the RIGHT people, not the maximum response rate, and why Matt doesn’t recommend offering gas cards or other incentives in your ads
[29:00] How to make your landing page ‘hyper-local’
[31:06] Getting started with Facebook ads- Why set up a second Business page for ads only so it can tie into the Business Ad Manager – Matt and Greg’s best ideas for running very specific ads to very specific groups
[34:50] Two specific ad keyphrasses you can use immediately to generate seller leads on Facebook
[37:49] Matt’s observation that top agents are seeing 30% response rates on texts and texting campaigns to internet leads, and why you must adjust your medium and messaging for different demographic groups
[41:35] How to use outsourced labor on Fiverr to build your Facebook seller ads, and how Greg generated a 6-15 leads/day experimenting with Facebook seller ads for the first time
[44:45] How to use remarking to make your follow-up even more effective by running branding ads to people who have visited your landing page
[48:00] How to upload your existing email list or database to Facebook as a custom audience so you can run new listing, branding or referral generation campaigns as another form of remarking
[50:38] How to use a pre-recorded video response in your lead follow-up campaign
[52:18] Why get started on Facebook first so you can get comfortable with responding to leads, get your scripts and follow-up structure together

Facebook Ads Real Estate Lead Generation Strategies