If you run FB ads regularly, you will have seen this goal called “Lead Generation”.
When it first came out, I was so excited! Generating leads for any business is one of the hardest thing to do in the world.
And FB decided to make things easy for all of us entrepreneurs to get enquiries for our business.
So I tried out this objective & spent thousands of dollars to get leads.
Plenty of Leads Does Not Mean Plenty of Sales
Ergggh. So frustrating. We did get some quality leads but overwhelmingly the rest of the leads were pretty poor quality.
Following up and calling up the leads, these were some of the responses we got:
“Oh, I accidentally filled up the form. Can you ignore it? Also please don’t call me anymore.”
“I am no longer interested after I thought about it. But really – please remove my details from your marketing.”
“I got fill up a form ah? Really? I cannot remember. Anyway, don’t call me.”
“Simisai form? No no don’t call me – I am not keen.”
There were plenty of other more colourful responses – but basically we realized that these leads had:
- no idea what they signed up for
- no memory that they submitted their details
- no interest in what we offered
- no desire to even find out more
These are what I call “poorly-nurtured” leads. They have not been exposed to who you are, nor do they even care.
But because Mark Zuckerberg is so brilliant and FB is so frictionless in creating such ads – the details of such leads are easily submitted and handed over.
The details of someone browsing these ads are automatically pre-filled and submitted with just 2 simple taps on the smartphone!
Itchy fingers = poor quality leads
We learnt from such mistakes. Yes it costs us money – but that is the result of having skin in the game.
Only when we fall and it hurts – boy, are we ever going to learn. 😉
Unfortunately I still see some property agents still running such ads.
I sincerely hope they are getting some good quality leads to make up for the poor quality ones. But please stop if you have been getting poor leads regularly.
Should I Still Use FB Lead Gen Ads?
There is still some use for these FB Lead ads – but it is highly likely you get leads that ARE NOT committed nor are they ready to buy.
I would use these ads to collect leads but I will NOT sell them anything yet. Instead my focus would be on nurturing them and move them further down the sales journey through other methods.
Experienced Marketing Strategist = Made Plenty of Mistakes
When I think about the mistakes I made in the past, I don’t know whether to laugh or to cry.
I rather laugh cos no one cries with you. 😂
(Even the emoji cannot decide if its crying or laughing.)
These were some of the mistakes I made and which I learnt from – while being 100% hands-on – executing various marketing strategies for my clients.
If you ever decide to attend my marketing class, there will be plenty of laughter cos you will see my mistakes.
But there is also plenty of lessons and marketing tips on how to build up your Real Estate business.
Being so in-depth in this industry thanks to clients like Gary Seah and Gaynor Lim – I have also learnt alot from them 🙂
Details of the next upcoming course on 25 September:
How To Use SkillsFuture to pay for the course:
Frequently Asked Questions:
(There will no classes from June 2018 to August 2018 as I will be taking a break.)