"Open House" Facebook Campaign
The Opportunity
Vyral Client Danny Burks, a top real estate agent in Tyler, TX, wanted to increase attendance at their upcoming open house. We invested $102.75 into Facebook for 4 days and generated 15 leads.The Advertisement
Below is the Facebook post we optimized for engagement. We commented on the ad right away to increase engagements. We’ve found that commenting first drives up the relevancy of the ad and can increase the amount of interactions your ad receives. We also split test this ad to see if creating an event page for the open house versus simply running an image ad would perform better. The “image” ad outperformed the “event” ad substantially. The image received 93 likes, 2 shares, and 13 comments, while the event page received 14 likes and only 12 people clicked the “interested” option.
The Audience In just 4 days, we reached 9,357 people in the 75701 and 75703 zip codes in four different audiences. We targeted everyone in Danny’s email database, all his website visitors, anyone Facebook thinks is likely to move, and finally a lookalike audience based on his current database and website visitors.
The Metrics
We split the traffic three ways to three different audiences. If we drove people to a landing page for an opt-in, we would know which group drove the most and best leads. We decided to optimize for post engagements, however, since time was of the essence and a landing page could not be built.
The Results
After speaking with Danny and his team, he said their buyer’s agent received 15 leads from the open house ad. “It was their best open house yet,” he claimed. The leads came in from Facebook messages, phone calls, comments on the ad, and asking if people saw the Facebook ad when they arrived at the open house.“Shadow Me for a Day” Real Estate Recruiting Campaign
The Opportunity
Vyral Client Brett Tanner needed to run an ad to sell out his “Shadow Me for a Day” event. Brett invites real
estate agents to learn his lead generation strategy during a 1-day event. This is one of his many recruiting
strategies to attract talent. We invested $214.00 into Facebook over 13 days and sold out the event. The Advertisement
The offer is simple – shadow Brett for a day a learn everything his office does to generate leads. He also includes a free printed binder of all his systems. The call to action is to register. We optimized the ad for “conversions,” where prospects provide their contact information on a landing page - we want to know exactly how many registrations we generated from this specific advertisement.
Landing Pages
We sent half of the people who clicked the ad to his Real Estate Training & Coaching video blog we built for him and the other half to a standard “opt-in” landing page we created using Unbounce.
The Audience
We ran these ads to three separate audiences. The first audience was a cold audience with a ten-mile radius around Phoenix with no detailed targeting. The second audience was residents in Phoenix interested in real estate, listed their field of study as real estate, or their job title listed as real estate. The third audience was his whole email database and anyone who visited his website.
The Metrics
In 13 days 15,596 people in the Phoenix area saw the advertisement. We invested $214.00 and bought 431 clicks to his website or landing page. That’s only $0.72 a click – a great deal!
The Results
After running the ad for 13 days on Facebook, Brett messaged us we sold out the event and added another date to fulfill demand. While only two conversions were generated through the opt-in, prospects contacted Brett through ways difficult to track (phone, email, etc).
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