“You are out of business if you don’t have a prospect.” – Zig Zigler

In the United Kingdom's competitive property industry, Deal Sourcers play a vital role in connecting motivated sellers with investors. However, sourcing and packaging deals can be a challenging task, requiring strategic planning and effective marketing techniques. In this blog post, we'll explore how Deal Sourcers can leverage Facebook lead generation ads to streamline their business operations, attract motivated sellers, and accelerate growth.

With that said, here is how and why you should start digital lead generation today! 👊

What are Lead Generation Ads?

Lead generation ads are a type of advertising campaign designed to generate leads or inquiries from potential customers. Unlike traditional ads that focus on brand awareness or direct sales, lead generation ads aim to capture contact information or encourage specific actions, such as signing up for a newsletter or requesting more information. 

On Facebook, lead generation ads appear in users' news feeds or on the right-hand column and include a call-to-action button that prompts users to take action. These ads can be customised with various ad formats, including images, videos, carousels, or slideshows, making them highly versatile and engaging.

Why are Facebook and Instagram the Best Platforms for Lead Generation?

Facebook and Instagram are two of the most popular social media platforms, boasting billions of active users worldwide. With their extensive reach and sophisticated targeting options, these platforms offer excellent opportunities for reaching and engaging with potential Motivated Sellers.

Facebook's advanced targeting capabilities allow Deal Sourcers to target specific demographics, interests, behaviours, and even life events, ensuring your ads reach the most relevant audience. Instagram, owned by Facebook, offers similar targeting options and benefits from its visually engaging format, making it ideal for showcasing properties and attracting attention.

What Problems can Digital lead generation solve for Deal Sourcers?

Deal Sourcers face several challenges in sourcing and packaging deals effectively. These challenges include:

• Limited Access to Motivated Sellers: Finding motivated sellers can be a time-consuming and labour-intensive process, requiring extensive research and networking efforts.

• Ineffective Marketing Strategies: Traditional marketing methods, such as cold calling or direct mail, may yield limited results and fail to reach the target audience effectively.

• Lack of Scalability: Scaling a deal sourcing business can be challenging without a steady supply of motivated sellers and a streamlined lead generation process.

Facebook lead generation ads address these challenges by providing Deal Sourcers with a highly targeted and scalable solution for reaching motivated sellers and generating quality leads.

Are you finding this content helpful? consider signing up to my FREE Newsletter where I publish weekly tutorials on how you can market your Deal Sourcing Business: Subscribe | The Deal Sourcer's Dispatch (beehiiv.com)

Additional Benefits of Using Facebook Lead Generation Ads

In addition to addressing the core challenges faced by deal sourcers, Facebook lead generation ads offer several other benefits, including:

• Cost-Effective Advertising: Facebook's pay-per-click (PPC) advertising model allows deal-sourcers to control their advertising budget and only pay when users take action on their ads, such as submitting a lead form or visiting their website.

• Enhanced Brand Visibility: By running lead generation ads on Facebook and Instagram, deal sourcers can increase their brand visibility and credibility among potential sellers and investors, positioning themselves as industry experts and trusted advisors.

• Data-Driven Insights: Facebook's robust analytics and reporting tools provide deal-sourcers with valuable insights into the performance of their ads, allowing them to track key metrics such as click-through rates, conversion rates, and cost per lead.

How can Deal Sourcers use Facebook Lead gen to target Motivated Sellers?

Effective targeting is crucial for the success of Facebook lead generation ads. Deal sourcers can target motivated sellers by:

• Narrowing down your audience based on demographics, interests, behaviours, and location (Homeowners in your target area).

• Using custom audience targeting to reach users who have previously engaged with their content or visited their website (by installing a Facebook Pixel).

• Utilising lookalike audience targeting to reach new users who share similar characteristics to their existing customers or leads.

• It's also important to use image and video media that's likely to engage motivated sellers, selling the benefit of your service and showing previous case studies. This will train the Facebook algorithm on whose best to target.

Are there Prerequisites to Run Lead Gen Ads?

The good news is that anyone can setup and run lead generation ads on Facebook; but it requires a few basic prerequisites, including:

• A Facebook Business Page: Deal Sourcers must have a Facebook Business Page to create and manage their ads. This page serves as the central hub for your business on Facebook and allows you to interact with potential leads and customers. (You should have this for brand awareness even if you don't run Facebook ads!).

• An Ad Account in Ad Manager: Deal Sourcers need to set up an ad account in Facebook's Ads Manager platform to create, manage, and track your ads. This ad account is where you’ll set their advertising budget, define your targeting parameters, and monitor their ad performance.

• Budget for Marketing: While Facebook lead generation ads can be highly cost-effective, deal Sourcers will need to allocate a budget for your advertising campaigns. The amount you spend will depend on factors such as your target audience size, ad objectives, and desired results.

Are you finding this content helpful? consider signing up to my FREE Newsletter where I publish weekly tutorials on how you can market your Deal Sourcing Business: Subscribe | The Deal Sourcer's Dispatch (beehiiv.com)

Success Stories

To illustrate the effectiveness of Facebook lead generation ads for Deal Sourcers, let's take a look at a few real-life examples. I have used two examples of clients we have been working for - but this doesn't mean you can't replicate these results yourself!

• Case Study 2: McClayan Property 

  • McClayan Property focuses on sourcing HMO opportunities for overseas investors however had faced challenges in sourcing quality leads and identifying motivated sellers willing to sell their properties quickly.

  • Within the first two months of running Facebook lead generation ads, McClayan sourced 5 deals, replacing the amount they had previously been doing manually. In the third month, with the same ad spend, this increased to 7 deals. 

  • We have now been running lead generation ads for McClayan for 5 months, these are generating much improved results than they had previously managed manually, with a decrease in the cost per lead. 

• Case Study 1: Thamesfield Property Solutions

  • Thamesfield Property Solutions is a deal sourcing agency based in the UK, specialising in sourcing distressed properties for investors. Previously they were relying heavily on direct mailing to tired landlords, we helped them move this digital.

  • Within the first month of running their Facebook lead generation ads, Thamesfield Property Solutions saw a 40% increase in lead volume.

  • The quality of leads improved significantly, with a higher percentage of motivated sellers expressing interest in selling their properties.

Thamesfield Property Solutions doubled their deal pipeline within the first two months of working with Digital to Vendor, leading to a substantial increase in revenue and business growth.

These case studies demonstrate the tangible results that deal sourcers can achieve by implementing Facebook lead generation ads as part of their marketing strategy.

Best Practices and Tips

To maximise the effectiveness of your Facebook lead generation ads, follow these best practices and tips:

• Define Clear Objectives: Before launching your ads, you should define clear objectives and goals for your campaigns, such as increasing lead volume, improving lead quality, or boosting brand awareness.

• Create Compelling Ad Creatives: The success of a Facebook lead generation ad depends largely on its creative elements, including the ad copy, images, and call-to-action. Deal sourcers should create attention-grabbing ad creatives that speak directly to your target audience and encourage them to take action.

• Test and Iterate: To optimise your ad performance, regularly test different ad elements, such as headlines, images, and targeting parameters, and analyse the results to identify what works best for your audience.

• Monitor Campaign Performance: You should closely monitor your ad campaigns' performance metrics, such as click-through rates, conversion rates, and cost per lead, and make adjustments as needed to improve your results.

• Stay Compliant: When running lead generation ads on Facebook, deal sourcers must ensure compliance with Facebook's advertising policies and guidelines to avoid account restrictions or penalties.

10-Step Guide to Launching Lead Generation Ads

Now that we've covered the benefits and best practices of using Facebook lead generation ads, let's walk through a step-by-step guide to launching your first campaign:

1. Setting up Business Manager: Create a Business Manager account on Facebook to manage your ads and assets.

2. Creating a Facebook Business Page: Set up a Facebook Business Page for your deal sourcing business.

3. Creating an Ad Account in Ad Manager: Create an ad account in Facebook's Ads Manager platform to start creating ads.

4. Installing the Facebook Pixel: Install the Facebook Pixel on your website to track conversions and optimise your ads for better results. This will be covered in a future article. 

5. Defining Your Target Audience: Identify your target audience based on demographics, interests, behaviours, and location.

6. Choosing Ad Placements and Budget: Select the ad placements where your ads will appear and set your advertising budget.

7. Creating Compelling Ad Creative: Design engaging ad creative that grabs attention and encourages motivated sellers to take action. (I would recommend using Canva for this). I will cover this point in more detail in a future blog post. 

8. Setting Up Lead Forms: Create lead forms within your ads to capture contact information from potential leads, this can be done within Ad Manager.

9. Monitoring and Analysing Campaign Performance: Monitor your ad campaigns' performance metrics and adjust your strategy based on the results. You want to focus on your cost per lead and reducing this as much as possible. 

10. Iterating and Optimising Your Ads: Continuously test and optimise your ad creative, targeting, and messaging to improve your campaign's effectiveness over time. This will help reduce your cost per lead. 

Conclusion

In conclusion, Facebook lead generation ads offer Deal Sourcers a powerful and cost-effective solution for reaching motivated sellers, generating quality leads, and accelerating business growth. By leveraging the targeting capabilities, customization options, and analytics tools available on Facebook, Deal Sourcers can optimise their lead generation efforts and achieve tangible results. With the right strategy, resources, and execution, Facebook lead generation ads can become a valuable asset in any Deal Sourcer's marketing toolkit.

If you found this Blog helpful consider signing up to my FREE Newsletter where I publish weekly tutorials on how you can market your Deal Sourcing Business: Subscribe | The Deal Sourcer's Dispatch (beehiiv.com)

If you don't have the time to implement these strategies consider sending us a message - we might be able to do it on your behalf (P.s., we dont charge a retainer fee, in fact we put down the ad spend for our clients, then split the profit on the deals that we help you find). You can find out more here: Digital to Vendor: Connecting Deal Packagers with Motivated Sellers