Travis Thom is an expert in empowering agents to generate leads with Facebook. In this post we’ll share his very specific framework for Facebook lead generation success.
As a real estate agent himself, Travis ate rejection early on, drove himself to real estate burnout with door-knocking, and realized he needed to provide prospects with something of value to demonstrate he could do more than just knock.
Travis created a home buying guide that explained equity, appreciation, and other concepts valuable to his target audience… and discovered this got much better results than standing on front porches.
Travis created an easy-to-remember framework for creating successful Facebook retargeting campaigns. Once you’ve caught a prospect’s attention with an online asset serving a particular niche, Travis recommends that you run ads following his BURST acronym:
- Brand story
- Untapped opportunity
- Social proof
Travis has shared this retargeting ad success blueprint with countless real estate agents, but very few have followed through. Will you execute and reap the rewards?
B is for Brand story
After a customer leaves your website or other online asset, retarget them with an ad telling the story of your brand in a 1-minute video. Include a call to action to call or message you. Run this for 10-15 days.
If hitting “record” on your phone scares you, see Billy Gene’s 4 Tips for Real Estate Videos that Generate Leads FAST.
U is for Untapped Opportunity
After your brand story ad ends, run an ad with something the average consumer doesn’t know about; something they can get access to.
- Run a carousel ad showcasing a list of open houses for the weekend.
- Run a list of homes that qualify for whatever financial program you’ve presented.
- Provide a list of homes for move-down buyers.
Whatever item of value you feature, the goal is to give the viewer something helpful that they didn’t have before.
R is for Reciprocity
In your next ad, give your audience a piece of content that they can read or view — something that shows them you’re a problem-solver who can get things done for them.
This piece of media could be a blog post, a webinar, or any other format that bonds you with the audience and provides value.
If you give people something valuable, they’re likely to reciprocate by giving you their business.
S is for Social Proof
After your value-adding content ads run, retarget with glowing reviews and case studies from clients.
You can even put multiple videos in a carousel that they can flip through to demonstrate your track record of success.
T is for Trust
In the end, what you want is to have earned the prospect’s trust.
Following the BURST framework, you earn prospects’ trust by:
- Letting them know who you are and what you do
- Giving them valuable inside info
- Giving them value upfront
- Demonstrating your results through social proof
Throughout this process, you’ve also provided calls to action with every ad. Do your retargeting ads use all the elements of Travis’s BURST framework above?
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