I collected several recent Facebook ads that some of the top real estate agencies were using in New York City. We’ve all heard the saying, one of these things is not like the other. In this case, all of them look a lot like each other.
I recently wrote about the issues with generating leads with listings and how there is a better way to do this. It seems that how everyone is doing Facebook and Google ads are also following that trend.
The creatives are generally all the same. Except ad C, but then again it’s saying the same thing as everyone else which is “look at all the listings we have!” But how many of those are only on your site and not on StreetEasy?
So I have to ask, if your ads look the same visually and sound the same in terms of ad copy as all of your competitors, why would your ad stand out? Why would the prospects click on your ad over the other?
Very serious questions you should all be asking. Of course I’m not at liberty to see the back end of these ads, but if I were to guess, the click through rate for all of these ads more than likely look very similar. The only difference being how much they are spending on them.
Once someone clicks on the ad, it send them to the agency’s listings page which we all know in reality is a far superior page than that of StreetEasy or Zillow.
It has less information, it’s much less functional and some are actually not even current or updated. The only advantage is that the if the prospect happens to find something they like, they will contact someone in their agency instead of a competitor.
Another truth, most of the listings on an agency’s listing page are taken from other agencies. It’s obvious by the watermarks on the photos that say a different agency name. But that’s fine. All agencies, no matter how big, will have a pretty measly looking listings page if they only listed the properties they actually represent.
Fact is, these leads are no more qualified than a lead you get from Premier Agent. But good news is, you do have a lot more control running your own ads and the final call to action as we mentioned will be going to your agency.
Even better news? There is a better way to run Facebook and Google ads.
To do this we need to leverage the most effective advertising method, video, use proven messaging and ad copy techniques and run it all through a custom sales funnel. Discover how you put all of these methods together by checking out our link here.
