Using Facebook Pixels in your Real Estate Marketing w/ special guest Jason Frazier
On this episode of the Massive Agent Podcast, Jason Frazier, aka the Real Estate CIO joined me to talk about how, and why, real estate pros should be using the Facebook Pixel in your real estate marketing plan to bring in more leads.
Jason Frazier is currently the Chief Information Officer of Mason McDuffie Mortgage, co-founder of a brand new complete marketing training course called The Agent Marketer, and just an all around great guy. Ohh, and he's pretty smart too. Just don't tell him I said that, his head can't get any bigger 😉
What is the Facebook Pixel?
The Facebook Pixel is a snippet of code that Facebook will provide for you (found in your Ads Manager) to embed on your website, which then tracks each visitor to each page of your website that they visit, and the actions they take. The Facebook Pixel tracking code then allows you to “remarket” to those website visitors in the form of Facebook ads in their News Feed. The pixel code just needs to be installed once, and then you're able to track and collect data on your website visitors, and use this data to create different audiences to target with your Facebook advertising.
In this episode, Jason did a great job thoroughly explaining his recommended strategy for agents and loan officers for using their Pixels to get more leads. This is an episode you should definitely listen to in its entirety. But in a nutshell, this strategy involves using the content of the landing page(s) where the Pixel is installed to know which audience to target with that particular content in a Facebook ad, then sending that same audience to a different relevant landing page when they click on the ad, targeting them again on Facebook (perhaps as a new audience), and trying to “close the deal” with a third landing page and ad.
Using Pixel is the equivalent of running a Facebook ad “drip” campaign without ever requiring the audience to opt-in. This is definitely something that your competitors will not want to spend the time and energy to learn how to do. Thus, giving YOU the advantage in your market because the data you can collect is invaluable, and you can use it to get more leads in so many different ways. You just need to take the initiative to learn how these ad strategies work, and then implement them. But for now, PLEASE just get started by installing the Facebook Pixel on your website. If you do nothing else but that, you're getting a huge leg up on your competitors.
Massive Q & A
In this episode’s Massive Q&A, Giuseppe Battista in Bloomingdale, IL asks…
How often have you reduced your commission (buy or sell side) to get the deal done?
And what other options do you look at before having to reduce…If you reduce?
This is a great question, and ultimately I look at it as nothing more than a business decision. There are a few alternatives you can try first, such as trying to reduce the amount of closing costs the seller is paying the buyer, instituting a longer or shorter closing time to please the buyer or seller, and/or requesting for additional appliances or yard items such as playsets or hot tubs to convey. But in the end, if it comes down to either the deal falling apart or you reducing your commission a smidge, you should strongly consider the opportunity costs involved with putting your foot down and not pitching in. Giving up a little now could actually save you money in the long run if the deal were to fall through and then the house stays on the market for 6 months before another buyer is interested; that is lost time and marketing dollars that could have been saved. Not to mention the impact that would have on the buyer or seller. But again, as I stated in the show numerous times, this is just my opinion, and there's really no right or wrong way of doing things.
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