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Facebook Ads For Mortgage Brokers. The Setup That Generates 170 Leads Per Month. Learn More - Watch - YouTube
Channel: Toby Danylchuk
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hey everyone toby donald truck from 39
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celsius web marketing consulting and i
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made this
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short little video for you guys to show
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you how you can use facebook ads
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to generate a steady flow of leads to
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fill your
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mortgage broker sales funnel at my
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agency we've run
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campaigns since 2009 hundreds of
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different campaigns
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for mortgage brokers and loan
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originators nationwide
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and throughout canada so who is this
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video for
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this video is for mortgage brokers loan
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originators or branch managers
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that want to learn how to use facebook
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to generate leads to fill their sales
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funnel
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this short video will help you i will
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cover the six
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most important critical elements in a
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successful
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lead generation campaign within facebook
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whether you run ads for yourself or
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somebody else runs them for you
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at the end of this short video you will
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know what the most critical elements are
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to consider to set up successful lead
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generation campaign on facebook
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so in this case study example that i'm
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going to walk you through
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we're going to choose the campaign
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objective the lead generation campaign
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objective
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which is really one of 11 different
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campaign objectives that facebook has
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this is a critical step in the beginning
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and it's important to realize that
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facebook has
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these 11 different campaign objectives
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but each one aligns to a different
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business goal
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whether that's brand awareness reach
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video views
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or whatnot in this case we're choosing
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choosing lead generation
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what's important to realize is that
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facebook has an
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algorithm behind each one of those
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objectives
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so if you choose incorrectly here not
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only can you not set up
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correctly a lead generation campaign but
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it's going to optimize for a completely
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different business outcome
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so that first step is important
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within the lead generation campaign
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objective are what are called lead ads
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and this is the crux of what we're going
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to be running right now our lead ads
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where we can actually capture
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the customer's information right within
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facebook and since i make a living doing
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this at the end of this video
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i'll make an offer to you for a course
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that we develop
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facebook ads for mortgage brokers no
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obligation
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and in addition to that if you don't
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want the course and you want uh
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done it for you service and you want us
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to run the ads for you
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we can do that as well but no obligation
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this video is really designed to give
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you the value you need to run these
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campaigns successfully
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so let's talk about lead ads themselves
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what are lead ads and i mentioned just
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a minute ago lead ads are a special ad
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type within facebook that allows you to
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capture
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the customer or potential prospects
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information right within facebook within
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a form
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so super easy to use for you super easy
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for the user or potential customer to
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use as well there's no trickery or
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nothing
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the beauty of these is that facebook has
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a lot of this information about people
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and it will actually pre-fill the form
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out with their information that it
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already has
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so it's not like they're going to click
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through to a website
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on a you know non-mobile friendly
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website where they got to try to fill
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out a form and submit their information
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no
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this is all within the facebook ad
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interface they don't have to go away
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to another website and it's just super
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easy
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for both you the advertiser to set up
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and then for the user to fill out so
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here's an example of what a lead ad
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looks like
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okay let's move on to some more of the
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fun stuff
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and so one of the first steps after
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you've selected the campaign objective
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is to think about who are you targeting
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with these ads where do you want to
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generate these leads
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what types of people sometimes we refer
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to these as customer
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avatars or customer personas so is that
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first responders is it teachers
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is it first time millennial home buyers
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is it a va loan cash out refi what is it
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who do you want to target these ads to
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and this is a critical step and you'll
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see why in just a minute
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identifying who you want to target is
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important because
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it will determine not only the ad
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targeting
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within facebook but your ad creative so
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the imagery and the text
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right so let's say you're targeting
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first responders
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how you talk to a first responder is
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going to be very different how you talk
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to
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a first-time millennial home buyer right
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so we want to align those ads
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to those customer avatars those customer
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personas if you will
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to make sure that we're speaking to
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their needs and wants each of those
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customer segments has
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unique needs and ones and how you speak
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to them is very different
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we want to make sure that's aligned and
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that we're not writing a generic ad
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that's trying to be all things to all
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people but really successful
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with none of those customer segments so
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in this case study that i'm going to
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walk
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through i'm going to cover an example
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that targets renters
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union workers first responders and the
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military
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once you've identified who you want to
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target the next step
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is to leverage facebook's fantastic ad
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targeting platform and down select for
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those customer personas or those
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customer avatars
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and this is where facebook really shines
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there's really no other advertising
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platform
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that you have easy access to like this
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that provides this kind of selection
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of demographics interests and behavior
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it's unmatched with anything else
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so in this next example i'm going to
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show you we're going to be targeting
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millennial first time home buyers and
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here's how we can down select for
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millennial first-time homebuyers so the
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next
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important step in this process is to now
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decide where your ads
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going to show geographically this is an
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important step as well
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you want to cast as wide a net as you
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can geographically to make your audience
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as large as you can initially you can
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always adjust this later
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but facebook's algorithm works better
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when the audiences are larger
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so it's better to err on the side of a
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larger geographic radius than a smaller
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one to start out with
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so that could be 15-20 mile radius from
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where your office is
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you can choose by zip codes cities and
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other factors within
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facebook to select your map and then
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once you've identified on the map
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where you want your ads to show
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geographically there's a couple other
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options uh that you also want to
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consider which is
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facebook will ask you do you want people
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living
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in this area or people living in this
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area or have recently been
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in this area and there's two other
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options as well
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but those are the two core ones that you
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want to consider so if you choose people
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living in this area
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your audience is going to be a little
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smaller because it's only going to
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identify or
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want to show the ad to people that
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actually live there
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i would recommend choosing people that
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live in the area
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and or have recently been there as well
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because if somebody is house hunting and
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they're going to need a mortgage maybe
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they don't live there now but they might
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that's where they want to live so i
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would do that second option of people
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living in the area
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and people that have recently visited
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okay moving right along the next step
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is your ad budget it's important to
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remember that facebook is pay to play
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right without ads you have almost no
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exposure to get
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your brand or generate any leads or get
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your brand in front of anyone
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so you do need to think about what are
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my lead generation
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goals how many leads do i want to get
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per month
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now there's an easy way we can kind of
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back into
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the budget here so on average i would
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say
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you know leads are going to cost
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somewhere between twenty and fifty
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dollars a lead depending on many
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variables right
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your competition the time of the year do
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you have any offers
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uh who are you targeting and whatnot so
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if it's somewhere between ten and fifty
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dollars a lead you could perhaps start
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with 15
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dollars a lead as an example and back
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into your spend that way if i want 30
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leads then i know how much
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30 times 15 i know how much i need to
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spend per month to get that
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it's a starting point and that's what
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you need to start with
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and then you can adjust as you go along
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i would say
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you know on the low end range maybe
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you know if you're trying to generate
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leads maybe 300
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you know without a much larger budget
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facebook has a really hard time learning
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um you know where it's going to find
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that ideal prospect it needs the time
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and the budget to get the impressions
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and the reach to understand
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how to perform in your market so larger
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budgets are better at a minimum
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you know three to four hundred dollars a
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month and then on the upside
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uh from there it's you know i've seen
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brokers spend north of
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two three four thousand dollars a month
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or higher right there's not a whole lot
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of limit on the upside but
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again more budget equates to more leads
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and more exposure within the platform
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so the next step here really doesn't
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have anything to do with
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facebook at all per se it has to do with
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landing pages
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now landing pages are not absolutely
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necessary again
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we're capturing people's information in
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the lead within
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facebook and once somebody hits submit
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you've got that lead it's yours
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now you can squeeze more value out of
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your ad budget
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if at the end of that form there's a
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link and they go to a landing page that
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speaks very directly to that customer
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persona
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so just as we talked about earlier when
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you are for example targeting first-time
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millennial home buyer
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in the ad with the imagery and the copy
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that aligns to that person
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and speaks to their needs and wants you
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want to do the same thing on a landing
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page
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you want to make sure you're using
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similar imagery a similar copy
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you're speaking to their pain points in
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addition to that
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you would include something like a click
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to call button there
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you might include a link to your online
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calendar so maybe somebody wants to talk
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right now you want to give them that
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opportunity to talk to you right now and
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you land them on that page with that
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information
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and a good landing page is going to have
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trust marks testimonials
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a picture of you other interesting
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information
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but most importantly you want to write
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customer focused
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landing pages that speak to the
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customer's pain points
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the benefits of using you how you're
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going to solve those problems
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and keep in mind your goal throughout
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this whole process is to reduce
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friction in the sales process to make
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this is easy
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and seamless with the customer to build
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rapport and trust
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and you do that with a landing page like
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that
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with those testimonials and trust marks
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and speaking to their needs
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so the next step in this process again
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is the final step
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and not part of facebook either but
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again similar landing pages it's going
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to squeeze
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more value out of the funnel and it has
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to do with email
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lead nurturing campaigns so
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not everybody that you capture right now
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as a lead in facebook is going to be
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ready right
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it doesn't make sense not everybody is
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going to be ready i want to sign now i
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want a mortgage product let's do this
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and get it over with right
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all these customers are at different
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levels
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of the sales funnel if you will that's
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kind of a more fancy term for just
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you know there's some people that are
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going to be ready to buy right now and
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want a mortgage product or service that
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you offer and there's other people that
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are a little higher up in the funnel we
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would say
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that are still in an investigar
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investigating their options
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if you will so maybe they're still
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saving for the down payment
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maybe they're looking at their options
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how much can i afford
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so in those cases those are not bad
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leads but you want to nurture those
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leads with
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some sort of email lead nurturing
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program
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now those can be from simple to very
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complex
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some of the simplest ones like constant
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contact or mailchimp
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can be set up very quickly the difficult
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part are i wouldn't say difficult but
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the challenging part is setting up those
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sequences
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so you're going to set up six to eight
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email sequences that are going to
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deliver value
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over and over to them on some regular
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basis perhaps once a week
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then once every two weeks once every
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three weeks
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so on and so forth there is a cadence to
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that that's important
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but i think the key takeaway for you
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here is that if you're going to set up
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these email campaigns to drip
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this content again always go back to the
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customer so
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any good strategy starts with the needs
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of the customer
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think about their most common questions
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think about their pain points
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how can you help them solve that how can
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you deliver value because when you
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deliver that value to them
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that's when you're really building up
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trust and rapport with these people
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and then when they're ready that's when
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they become a customer
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so that's the final tip there with lead
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nurturing
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campaigns and my last sort of pro tip
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here if you're comfortable on camera
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which not everybody is but some people
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are
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you can also run webinars so you can use
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facebook
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ads as well to generate awareness for
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webinars you can run a webinar on
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first-time homebuyer programs
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and that process can all be automated uh
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follow-up emails and whatnot that can be
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a very effective way
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you know anytime you can get in front of
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the customer
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in a situation like that where you can
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ask questions and have a live
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interaction with them
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the better so just to summarize what
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we've covered so far about
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setting up successful lead generation
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campaigns
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step one is identify who you're
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targeting
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millennials va refi this will dictate
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your ad copy and your imagery that
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you're going to use in your ads
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step 2 where are your ads showing
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geographically
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how far from your office are you going
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to show your ads
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step 3 is the psychographic targeting a
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fancy marketing term for really
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identifying really the interests
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behaviors and demographics of the
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customers you want to go after
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step 4 is your ad budget facebook is pay
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to play
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so you've got to think into think about
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what kind of ad budget you want and i
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talked about a way you could back into
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that
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step five is landing pages and customer
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focused landing pages and speaking to
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the needs of the
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persona and the customer avatar as we
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talked about in the ads themselves
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and then finally our lead nurturing
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campaign so not all those customers are
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ready to sign up right now
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and for those that are not you want to
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put them into an email lead nurturing
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campaign
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that provides value over time so that's
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it i hope it was helpful for you
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i would urge you to consider if you want
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to learn more our facebook ad course
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for mortgage brokers or feel free to
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reach out to us if you'd like somebody
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to
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manage your campaigns like us for you on
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an ongoing basis
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