What it Takes to Convert Facebook Leads

By Hannah Graham, Marketing Coordinator at Homes.com

If you are one of the hundreds of thousands of real estate agents who were told to avoid talking about politics, religion, or other “controversial issues,” Leigh Brown, author of Outrageous Authenticity, international speaker, and broker/owner of Leigh Brown and Associates RE/MAX Executive Realty wants you to know that “When you let consumers know that you have opinions and who you are at your core: what your values are, what makes you different, they’re so much more likely to hire you.” This authenticity is especially crucial to convert Facebook leads; “people do not go to Facebook looking for houses…the consumer wants you.” Find out how to win leads on Facebook in “Facebook for Sellers” at SecretsofTopSellingAgents.com, and find Brown’s Facebook follow-up strategy below!

Brown suggests that the first thing you should do when you get a new lead is send them a personal video. Brown explains that creating videos “is something that most REALTORS® won’t do because ya’ll think that you are unique somehow in being too fat, and too old, and too ugly and that you sound stupid and you don’t know what to say, you don’t have the right equipment.” None of that matters, stresses Brown. Being “real” is her secret to success. Furthermore, you don’t need a special camera or equipment—just pull out your smartphone, hold it sideways (so your video doesn’t have black lines down the sides), look into the camera, and speak.

Brown recommends having a script in your video saying something like “Thank you for inquiring about information on your home in [Bradford Park]. I’d love to give you any information you need, but feel free to stalk me on social media if you want to know more about who I am.”

Scripts like the one Brown shared don’t take more than a few seconds to record and will encourage your lead to get to know you. Using a video emailing service (Brown recommends BombBomb) will ensure your video shows in the message of your text or email, rather than as an attachment—which, according to Brown, your leads may be wary of opening. Most video emailing services will also show you who opened your video. If your lead archived or deleted your email without opening it, following up with them may not be a good time investment. If they did open your video, try sending them a text, giving them a call, and then emailing them. Repeat the process at different times of day until you get in touch.

For tips on getting more Facebook leads, check out Leigh Brown’s full webinar on “Facebook for Sellers.” Find this webinar and many, many more at SecretsofTopSellingAgents.com. Don’t forget to register early for next month’s webinar!