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Taylor Hill & Bond: An Estate Agent Lead
Generation (Facebook Ads) Case Study
Taylor Hill & Bond are a local independently owned Estate / Lettings Agency in Hampshire. After several meetings with the owners, we convinced them to invest in a paid 4-week Facebook ads trial. The brief was simple – generate more seller leads for the business.
Read on to find out exactly how we did it!
How we did it
With each and every Facebook campaign we run for clients, we have to ask ourselves 3 questions before we can begin.
- Who is the target audience?
- What will interest them?
- How can we generate leads?
By answering these questions, we can build a campaign that delivers cost-effective results and a healthy ROI (return on investment) for our clients.
Step 1: Audience Targeting
First, we needed to identify the exact location Taylor Hill & Bond wanted to target with their ads. Once we had a list of post code areas, we could begin to think about how to target homeowners.
Our targeting for this ad campaign was quite broad. We started by targeting males & females from the ages of 30 – 65 who had shown an interest in (or followed) pages related to property – two examples being Zoopla and Right Move.
Now we had our targeting, we needed to find a compelling offer / hook to generate interest…
Step 2: The Offer / Hook
Unlike Google, Facebook is a disruptive platform – so in order to achieve success with an ad campaign, you need to have a compelling offer and some seriously persuasive ad copy.
Knowing that homeowners on the move would need to arrange a viewing at some stage, we found our hook – an instant online property valuation. The benefits – saving a homeowner time and money compared to arranging a face to face viewing.
Next, we needed to figure out how to deliver the campaign and track leads…
Step 3: The Landing Page
Under normal circumstances, we would have to create a bespoke landing page and a series of email notifications / responders for a client campaign, but Taylor Hill & Bond already had a third party software integrated with their website. The software gives homeowners instant online property valuations.
A few phone calls with the software company, and we had successfully set-up a custom conversion to track the number of leads we were delivering. The only thing left to do was to push the campaign live and watch the leads roll in… and roll in they did!
Check out the results below!