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MAP 056: The Biggest Facebook Ad Mistakes and How to Avoid Them · Massive Agent Podcast

• 0:00
  Speaker 1: On this episode of the massive agent Podcast, I will tell you the biggest facebook ad mistakes that I see people make and how to avoid them.
• 0:08
  Speaker 2: Massive Age podcast.
• 0:10
  Speaker 2: We lead generation tips and strategies to get you more leads and sell more homes.
• 0:15
  Speaker 2: Love to buy houses.
• 0:16
  Speaker 2: I like to sell houses, takes brass balls to say, wait a minute, believes a week.
• 0:24
  Speaker 2: I've had better.
• 0:28
  Speaker 2: Got Your attention.
• 0:28
  Speaker 2: Now here's your host, dustin, Bro.
• 0:34
  Speaker 1: Hey, what is up everybody?
• 0:35
  Speaker 1: Welcome to episode number 56 of the massive agent podcast.
• 0:38
  Speaker 1: We have an awesome facebook ads episode today are our number one episode or our most listened to episode ever is episode two, believe it or not, and it's a.
• 0:47
  Speaker 1: it's all about facebook ads.
• 0:49
  Speaker 1: Every it seems like you guys want facebook ad content, so today we're going to go over the biggest facebook ad mistakes that agents and loan officers make and people in general and how to avoid them.
• 1:02
  Speaker 1: You know what, what not to do, and then what to do.
• 1:05
  Speaker 1: We're going to go into that.
• 1:07
  Speaker 1: If you're new to the show, welcome.
• 1:08
  Speaker 1: This is the massive agent podcast and I'm your host, Dustin brome.
• 1:11
  Speaker 1: This is, of course, the number one podcast on the planet that starts with the word massive.
• 1:17
  Speaker 1: Now look, we've looked into this.
• 1:18
  Speaker 1: This is science.
• 1:19
  Speaker 1: Now.
• 1:20
  Speaker 1: This is.
• 1:20
  Speaker 1: This is actual scientifically proven and stuff.
• 1:24
  Speaker 1: There is another.
• 1:25
  Speaker 1: There's another podcast out there that starts with massive.
• 1:28
  Speaker 1: It's, it's some pop.
• 1:29
  Speaker 1: What is it?
• 1:29
  Speaker 1: Soccer, soccer thing.
• 1:31
  Speaker 1: I don't know what the whole popoff thing was about, but it's a soccer podcast and we looked into it.
• 1:37
  Speaker 1: They have like 270 something episodes.
• 1:39
  Speaker 1: But guess what?
• 1:40
  Speaker 1: We have, uh, we have higher average download a.
• 1:43
  Speaker 1: We have more listens per week per episode than they do.
• 1:47
  Speaker 1: So.
• 1:47
  Speaker 1: Yup.
• 1:47
  Speaker 1: Still number one, it is a, it's a scientific fact now that we are the number one number one podcast on a planet that starts with the word massive.
• 1:54
  Speaker 1: So we've got that going for us.
• 1:56
  Speaker 1: And if you don't know me, I am the founder of the massive agent.
• 2:01
  Speaker 1: Society are a good, a massive agents society.com.
• 2:05
  Speaker 1: That's our program for a learning facebook ads, facebook ads database that you can copy and paste, coaching everything on marketing.
• 2:13
  Speaker 1: Go check it out.
• 2:14
  Speaker 1: Uh, I'm a national speaker, trainer and coach.
• 2:16
  Speaker 1: In fact, when this episode comes out, I will be at agent 20 slash 21 in Miami at Gary v's event.
• 2:24
  Speaker 1: Speaking to mortgage professionals about content marketing and how to grow their brand.
• 2:28
  Speaker 1: So this episode you're, you're hearing on Thursday the 17th and I am at agent 2021.
• 2:34
  Speaker 1: How cool is that?
• 2:35
  Speaker 1: I'm also a realtor with exp realty in Salt Lake City and a co founder of the Industry Syndicate real estate, real estate first media company for the whole industry, not just for agents, not just for loan officers.
• 2:48
  Speaker 1: Interior design, staging, homebuilders, appraisers, you name it.
• 2:55
  Speaker 1: We are the go to resource.
• 2:56
  Speaker 1: Stay tuned for a big coming around the first of the month about that.
• 3:01
  Speaker 1: So that's going to be big.
• 3:03
  Speaker 1: Okay.
• 3:03
  Speaker 1: So real quick, facebook ads mistakes.
• 3:05
  Speaker 1: I'm going to give you the first one.
• 3:07
  Speaker 1: Uh, I see that with placements.
• 3:10
  Speaker 1: Okay.
• 3:10
  Speaker 1: This is at the ad set level.
• 3:12
  Speaker 1: Facebook recommends and they even put in parentheses, recommended that you do all placements, that if you're running an ad, it's just shown everywhere.
• 3:20
  Speaker 1: Well, no, you don't want to do that.
• 3:22
  Speaker 1: Okay.
• 3:23
  Speaker 1: That, I think that's the big.
• 3:24
  Speaker 1: That's one of the biggest mistakes and, and one of the easiest things to fix.
• 3:27
  Speaker 1: So at the ad set level in the placements area, don't just, don't just do all placements.
• 3:33
  Speaker 1: You have to go in there and turn some off.
• 3:35
  Speaker 1: Specifically turn off audience network.
• 3:37
  Speaker 1: The audience network is when a facebook ad is seen on other third party websites, kind of like a banner ad, a banner ad somewhere else, right?
• 3:46
  Speaker 1: They're not banner ads or facebook ads, but nonetheless turn those off because those are notorious for getting you a bunch of clicks that are pure garbage.
• 3:55
  Speaker 1: So it's going to look like, oh wow.
• 3:58
  Speaker 1: I'm, I have a very, uh, you know, a great cost per click on this ad, but no pure garbage turn off audience network.
• 4:05
  Speaker 1: I like to, for most of my ads, I will only run them in the feed.
• 4:09
  Speaker 1: So I'll turn off pretty much everything unless I'm specifically doing an instagram story swipe up ad or an ad in facebook stories, unless I'm specifically doing that, I will turn off everything but the facebook feeds or the instagram feed, if I'm running an ad on instagram and guys they are different.
• 4:26
  Speaker 1: Don't run the same ad on facebook that you run on instagram unless you've really thought about it.
• 4:31
  Speaker 1: And the creative will actually work with the language and the culture on both platforms.
• 4:38
  Speaker 1: Sometimes sometimes the same ad can, but most of the time not.
• 4:42
  Speaker 1: So I usually just do the facebook feeds on desktop and mobile.
• 4:45
  Speaker 1: I don't, I don't.
• 4:47
  Speaker 1: I turn off instant articles.
• 4:49
  Speaker 1: I turn off marketplace, I turn off all the other stuff, but experiment with all of this stuff.
• 4:55
  Speaker 1: I don't want you to take any, any of this, this facebook Ad Advice as Gospel from me.
• 5:01
  Speaker 1: I'm the most important thing.
• 5:03
  Speaker 1: And this is what we teach all of our members, of the massive agent society.
• 5:06
  Speaker 1: All of my coaching clients is, even though you know, you could have a hundred people that say that, uh, you know, this one certain thing works, then you try it in your market and it doesn't work, so you have to test, you have to figure out what works best for you and your market and the demographics of your market and what you're trying to sell or what you're trying to advertise.
• 5:27
  Speaker 1: What you're trying to get people to do.
• 5:29
  Speaker 1: Testing is key.
• 5:31
  Speaker 1: So the second biggest facebook ad mistake is not testing that, just like running one ad with one creative, one single ad and calling it good.
• 5:42
  Speaker 1: No it, if you're going to do an ad with an image, try, try four to four to five different images.
• 5:50
  Speaker 1: Okay?
• 5:50
  Speaker 1: You could all do that within the same ad set and you could, you know, let's say you're doing$20 a day to start because you want to give each ad.
• 5:58
  Speaker 1: Let's say you're going to do five ads with like everything.
• 6:02
  Speaker 1: Literally everything about the ad is exactly the same except for the image or the video because you're trying to figure out which one works best, which image works best, so you want to give it enough budget because they're going to take that 20 bucks and distributed amongst each ad, so that's four bucks per ad if you're going to do five of them.
• 6:21
  Speaker 1: Then once you, once you've waited three days minimum wait three days before you edit anything before you reserved a reserve judgment for three days on whether or not the ad's performing well or not, you have to give the algorithm enough time to work there.
• 6:36
  Speaker 1: Another big mistake we'll said, I wasn't even gonna talk about that one today, but there's a bonus mistake that people make is they edit stuff too soon.
• 6:44
  Speaker 1: They, they make judgments too soon on whether or not an ad is working.
• 6:48
  Speaker 1: They, um, you don't give the facebook algorithm enough time to work enough time to do its thing.
• 6:55
  Speaker 1: And to think because you've given it an objective.
• 6:57
  Speaker 1: You've said, hey, this ad, I want people to click this link and go to whatever page I'm sending them to, like if you choose the traffic objective for clicks, you've told facebook to find people more likely to click so it's not going to find people more likely to comment or to share or or whatever else it's going to find people who literally they know through all the data or more likely to click that button so the choosing the objective is key to, and we're going to get to that in a minute, but you, you have to.
• 7:31
  Speaker 1: You just have to be methodical and think about the whole process here because there's, there's so, so many little teeny a parts to a facebook ad campaign and if you get one thing wrong, it can screw it all up.
• 7:47
  Speaker 1: Now that's where the education comes in.
• 7:50
  Speaker 1: You have to learn how to do this.
• 7:51
  Speaker 1: Learn by doing, learn by practicing.
• 7:53
  Speaker 1: Ideally you, you want some, you know, you watched some youtube videos, read some articles, but there's nothing.
• 8:00
  Speaker 1: Even even if you join the massive agent society and you copy and paste our ads and you know, you're in with our coaching, you watch a lot.
• 8:08
  Speaker 1: All our training videos, even still, you can't become a facebook ads master unless you do it, unless you're actually running these ads and practicing and testing.
• 8:19
  Speaker 1: So, um, so there is that.
• 8:22
  Speaker 1: Okay.
• 8:23
  Speaker 1: Uh, I have a few more of these mistakes that I'm going to run through with you guys, but, um, I wanted to be transparent.
• 8:31
  Speaker 1: I want it to be honest and I wanted to be, um, so the, the last episode and some of the most recent episodes I've done have kind of pissed me off.
• 8:42
  Speaker 1: I have not been happy with, with them in certain ways.
• 8:46
  Speaker 1: Um, so I have, you guys have noticed we don't have a sponsor for the show.
• 8:51
  Speaker 1: I've never had a sponsor and I don't like, I'm not opposed to one if it's the right fit, but I've chosen to not have sponsors on my show, which means every, everything I do, like the, the, the editor that I pay, the hosting a all of my time.
• 9:09
  Speaker 1: You know, the facebook ads we run to, to try to grow the audience.
• 9:12
  Speaker 1: All of that stuff is out of my pocket.
• 9:13
  Speaker 1: I'm paying to do this show for you guys, which is fine.
• 9:17
  Speaker 1: That's, that's, you know, that's what I've chosen to do and that's just what it is.
• 9:21
  Speaker 1: I, I enjoy it very much.
• 9:23
  Speaker 1: And so because I don't have sponsors, I've chosen to monetize this show to try to, you know, first off, make a living and second of all, um, you know, get paid back or cover the costs of producing the show.
• 9:37
  Speaker 1: I've chosen to monetize indirectly the massive agent society is, is one of those things.
• 9:43
  Speaker 1: And then, um, because I'm with exp realty, you know, obviously there's a financial incentive to bring other agents on board to, to the brokerage.
• 9:53
  Speaker 1: And so I've chosen to use those things as a, as a means of indirect monitor, indirectly monetizing the show.
• 10:00
  Speaker 1: So this battle that I deal with every episode is, you know, how do I, how do I fit in the massive Asian society and how do I do that?
• 10:12
  Speaker 1: How do I talk about exp in a way that doesn't alienate the listeners are, that doesn't take too much time before it gets to the content and that just doesn't piss people off.
• 10:21
  Speaker 1: Because look, I'm a marketer, I understand you have to get attention once you have somebody's attention and once they're listening you have to keep their attention.
• 10:29
  Speaker 1: You have to deliver what your, what you've promised at the same time.
• 10:33
  Speaker 1: It's this, it's this battle of, you know, when, when in the show and how do I present these opportunities because with the, with the society, I know how valuable it is.
• 10:47
  Speaker 1: I the, the testimonials that we receive, the, the personal messages from some of our members.
• 10:54
  Speaker 1: Oh my God, this one I got the other day.
• 10:56
  Speaker 1: I'm not crying.
• 10:57
  Speaker 1: You're crying.
• 10:58
  Speaker 1: Okay.
• 10:58
  Speaker 1: It, it was, it was.
• 11:00
  Speaker 1: So, it, it was, it was amazing.
• 11:04
  Speaker 1: It was, um, one of the, well, I, I just cannot believe the, the impact that, uh, the massive agents society and the training and support within it.
• 11:17
  Speaker 1: And more importantly, what that provides to the agent or a loan officer member.
• 11:22
  Speaker 1: It's doing some big things.
• 11:23
  Speaker 1: People are able to turn their business around, they're able to get a bunch of leads, close a bunch more deals, summer homes, do more loans, and so I'm passionate about that value.
• 11:34
  Speaker 1: And guys, this is um, this is a marketing lesson here to or a sales lesson because I have this, I have this membership, I have this training program, this coaching program that is so valuable and I want to share it with more people because I truly believe the more people are part of the more people who join and participate, the better they're going to do, the more homes are going to sell and the better lives they're going to have.
• 12:01
  Speaker 1: I truly believe that.
• 12:03
  Speaker 1: So how can I not share that if that's something.
• 12:06
  Speaker 1: If you believe in something so much, how do you not share it?
• 12:11
  Speaker 1: The only question is how do I share it?
• 12:12
  Speaker 1: When do I share it?
• 12:14
  Speaker 1: And I've been, I've chosen especially the last episode when we had some pretty big changes to announce about the society.
• 12:20
  Speaker 1: I chose to do it before the interview with Josh pits and so there was something about it even though I knew like, look, people need to hear about this because this is valuable.
• 12:30
  Speaker 1: I know it can change lives.
• 12:31
  Speaker 1: I know it can change careers because the testimonials we get are just unbelievable, but it was way too much upfront before we delivered any content and that's why I just went into a little bit of the facebook ads mistakes now.
• 12:45
  Speaker 1: So you got a little bit of that and I think moving forward, even though I know the society is so valuable and I believe, uh, the opportunity the exp realty provides is super, super valuable and you know, people need to hear about that as well.
• 13:02
  Speaker 1: I believe I'm going to start doing that at the end of the content after the content so that the people, especially people who are just discovering the show, if they come because they see the title is the biggest facebook ad mistakes, that's what they want.
• 13:16
  Speaker 1: They don't know me yet.
• 13:17
  Speaker 1: They don't know me.
• 13:18
  Speaker 1: They don't know anything.
• 13:18
  Speaker 1: They just want the content of the title says they're going to get.
• 13:22
  Speaker 1: So that's a change I'm going to make.
• 13:24
  Speaker 1: I'm, I'm, you know, I'm fully aware if you're one of those people that was like, God dammit.
• 13:29
  Speaker 1: Dustin, why are you talking so much before the interview?
• 13:33
  Speaker 1: Like make the words stop.
• 13:36
  Speaker 1: I get it.
• 13:37
  Speaker 1: I felt the same way.
• 13:38
  Speaker 1: It's, this is something I struggled with, but I just wanted to be open about that.
• 13:41
  Speaker 1: I'm well aware.
• 13:43
  Speaker 1: I know, but I want it.
• 13:44
  Speaker 1: I also want you guys to know you guys that have been with us for awhile that because I've chosen not to not to have a sponsor.
• 13:51
  Speaker 1: I'm paying out of pocket for this and somehow I have to pay my bills and I just, I'm trying to figure out the best way to do that.
• 13:58
  Speaker 1: Thank you for bearing with us.
• 13:59
  Speaker 1: If it's annoyed you that there's been too much time before the content.
• 14:05
  Speaker 1: I get it.
• 14:06
  Speaker 1: They didn't always meet to.
• 14:07
  Speaker 1: I apologize.
• 14:08
  Speaker 1: Thanks for sticking with us.
• 14:10
  Speaker 1: But um, I'm going to be making those changes and, and we'll have our announcements and stuff after the content.
• 14:16
  Speaker 1: Unless it's a little quick thing like Baba Baba, we can do that ahead, but just wanted to throw that out there.
• 14:22
  Speaker 1: Why don't you guys to know what's going on in my head, um, because, uh, ultimately I want this podcast to be as valuable as possible and I don't want to keep you from the content that you came here for, but I'm also, I'm going to be totally up.
• 14:35
  Speaker 1: I'm just going to say it and then we'll get back into the facebook ads mistakes.
• 14:39
  Speaker 1: I know the massive agent society for anyone who wants to really master lead generation is something that you need.
• 14:47
  Speaker 1: So I'm not, I'm never going to stop talking about that.
• 14:49
  Speaker 1: I'm never going to stop offering it because I don't think that that's fair to you because I know how it's changed businesses, you know, if you don't want to hear about it, that's awesome.
• 14:58
  Speaker 1: I get it, but I'm never going to stop talking about it or at least offering to you.
• 15:04
  Speaker 1: I'm telling you where to go to find it because I know how impactful it can be.
• 15:09
  Speaker 1: So there we go.
• 15:11
  Speaker 1: It's just a constant battle trying to figure this thing out, trying to figure out this whole podcasting thing and uh, you know, hope to do better in the future and hope to do right by you guys are listening to.
• 15:23
  Speaker 1: So back to the facebook ads, mistakes it, you first have to realize that facebook is not Google ad words.
• 15:31
  Speaker 1: All right?
• 15:31
  Speaker 1: You have to like aside from all these tactical things like you know, don't use the all placements.
• 15:38
  Speaker 1: That's very tactical and very easy to just follow the directions and do, but you have to take a step back first if you're going to run any facebook ads, even if you've been running them for years, you have to remind yourself, once again, facebook ads are a very different animal than a google adwords campaign because Google ad words, people are actively searching for certain terms and then they see your ad, okay, so your ad is being seen by people who are already searching for that thing.
• 16:07
  Speaker 1: If people type in homes for sale in Salt Lake City and then they see my google ad words ad, that's intent based, like my ad is being shown to someone who's shown intent that they want, that facebook ads works the opposite way.
• 16:22
  Speaker 1: Facebook ads you are, you know, as long as you're doing it right, you are putting your ad, your content in front of the person, more likely to be interested in seeing it.
• 16:34
  Speaker 1: They're not actively searching it.
• 16:35
  Speaker 1: In fact, they are scrolling through the scrolling through the facebook news feed or instagram at hyper speed to kill time or you know, just to catch up or because they're fricking addicted to their phones like I am.
• 16:47
  Speaker 1: And I know a lot of you are, uh, you know, you got to clear those notifications and then while you're in there all, you got to scroll through and see what everyone's doing.
• 16:55
  Speaker 1: That's what people are doing.
• 16:56
  Speaker 1: They're not going to to say, hm, I wonder if I can see an ad today that's going to show me my dream home.
• 17:02
  Speaker 1: I wonder if I'm going to see an ad that's going to tell me about a zero down loan program.
• 17:06
  Speaker 1: Of course not with facebook ads.
• 17:09
  Speaker 1: You have to remember they're not actively searching you.
• 17:11
  Speaker 1: You, you have to.
• 17:13
  Speaker 1: This is where the ad set level is so key.
• 17:15
  Speaker 1: Well, so is the ad with the creative and what they actually see.
• 17:18
  Speaker 1: But the two are so important.
• 17:21
  Speaker 1: You have to get the right people, you have to get the information in front of, in front of the right people, people who are much more likely to actually be interested in it.
• 17:32
  Speaker 1: That's all facebook can do.
• 17:34
  Speaker 1: So if you, if you're selling a product for soccer moms between the age of 30 and 40 that drive a Honda Odyssey minivan or something like that, like you could specifically target those people.
• 17:49
  Speaker 1: It doesn't mean they're going to be interested in the product, but if, if their product is for someone that meets those criteria, then and then they see the ad, there are a hell of a lot more likely to, uh, to click it and it's going to get their attention.
• 18:03
  Speaker 1: So those are the big differences.
• 18:04
  Speaker 1: You have to know how facebook ads work.
• 18:06
  Speaker 1: It's not intent based, you're interrupting them with content, they're not there to see it, but if you targeted the right way, you're going to find the person most likely to be interested in it in the first place, and then if you have attention getting content and then they're going to click it, they're going to go down that rabbit hole and then as long as you deliver the content that you promised, it's going to work out beautifully.
• 18:30
  Speaker 1: Now, there's a million different ways to do all of that, but that's important.
• 18:35
  Speaker 1: Another huge mistake is choosing the wrong objective.
• 18:39
  Speaker 1: I see a lot of people do this brand new massive agents, society members.
• 18:42
  Speaker 1: I mean, we get a lot of people who, who they've tried facebook ads a few times, but they just don't know what ads to do because we have that database where you can say, oh, I want a, an ad to pickup seller leads.
• 18:54
  Speaker 1: Then they click on that gives me a few options.
• 18:56
  Speaker 1: They copy and paste those, those campaigns and run them.
• 18:59
  Speaker 1: So we take the guesswork out.
• 19:01
  Speaker 1: Uh, you know, most people have done, they've dabbled a little bit the Dabblers, the people who have dabbled a little bit, or the people I see most making the mistake of choosing the wrong objective where if they want someone to become a lead, if they have a landing page and they want someone to opt in on that landing page to schedule a showing for an open house or to get a list of homes or a home value request, whatever it is.
• 19:26
  Speaker 1: If they want those people to opt in, you know, it's easy to be like, okay, I want someone to click the link.
• 19:33
  Speaker 1: You don't really want someone to just click[inaudible].
• 19:35
  Speaker 1: You're telling facebook that the clinic is what's important.
• 19:39
  Speaker 1: If it's a blog post that you want someone to click to and read, yes, you used the clicks objective, but if there's, if it's a landing page and you want someone to opt in on that page, you don't want to use the clicks objective.
• 19:52
  Speaker 1: You want to use the conversions objective.
• 19:54
  Speaker 1: As long as you have your facebook pixel installed on the page that you're sending people to use the clicks objective or this is even better if you, if you just want the lead itself, if it's not about the landing page, you don't really care about whether or not you use a landing page or not, and a lot of you may not have a landing page, which is fine.
• 20:14
  Speaker 1: Use the lead generation objective.
• 20:16
  Speaker 1: You're telling facebook, you want people more likely to become a lead.
• 20:21
  Speaker 1: Facebook is so smart with their algorithm that they know who is most likely to click on it and then actually opt in because it sees every single thing that you and every other user has ever done.
• 20:34
  Speaker 1: It knows whether or not you ever opt into stuff.
• 20:37
  Speaker 1: It knows if you click on ads so facebook knows you.
• 20:40
  Speaker 1: You have to pick the right objective.
• 20:42
  Speaker 1: Literally, think about what, what you want to happen.
• 20:46
  Speaker 1: What is the objective that you want?
• 20:48
  Speaker 1: Do you want to get leads?
• 20:49
  Speaker 1: Okay?
• 20:49
  Speaker 1: If so, use the lead generation objective.
• 20:51
  Speaker 1: You're going to use the facebook lead form.
• 20:53
  Speaker 1: You know, it's an extra step in the process, but it works a hell of a lot better because they can opt in and it actually, when that facebook lead form pops up, they're still on the facebook platform, you haven't sent them elsewhere, so you don't have to worry about a page loading and maybe it loads too slow and could piss people off and they don't actually see it through.
• 21:12
  Speaker 1: So it loads this form right there on the facebook platform.
• 21:16
  Speaker 1: Then it actually auto populates their information so it puts their email address and their name into it.
• 21:23
  Speaker 1: All they have to do is click submit.
• 21:25
  Speaker 1: So there's very little friction with that.
• 21:28
  Speaker 1: You're going to get more leads that way.
• 21:30
  Speaker 1: Maybe they're not quite as high quality, but you're going to get a lot more leads with less friction means lower quality.
• 21:36
  Speaker 1: If you do send someone to a landing page outside of facebook, you're probably going to get higher quality higher.
• 21:43
  Speaker 1: Um, uh, what's the word?
• 21:46
  Speaker 1: Higher?
• 21:47
  Speaker 1: A higher quality because you've added a little bit more friction and they have to click it, sends them off of facebook.
• 21:53
  Speaker 1: They have to wait for that page to load.
• 21:54
  Speaker 1: They have to manually type in their contact information and if they do all of that, they're probably much more qualified or interested versus someone who just like, you know, they're like, oh cool.
• 22:06
  Speaker 1: Yup.
• 22:06
  Speaker 1: It already populated my info sand, you know, it doesn't mean you shouldn't do one or the other, but if you want more leads and you wanted to fill the pipeline, which I personally recommend I, I will take some slightly lower quality quote unquote lower quality leads now that I can fill my database with[inaudible].
• 22:25
  Speaker 1: They get onto a drip campaign.
• 22:27
  Speaker 1: They get hit up by age Intelligi who I use to respond 24 slash seven, three 65.
• 22:32
  Speaker 1: They do all that stuff and they get into my system because I know once they're in that system, I can convert them over time.
• 22:38
  Speaker 1: Maybe that's nine months down the road.
• 22:40
  Speaker 1: I don't know, but I'd rather have more people in that funnel than not.
• 22:44
  Speaker 1: And so that's why I go for a quantity over quality.
• 22:48
  Speaker 1: But then you've also got to do both, so I hope.
• 22:51
  Speaker 1: I hope that makes sense.
• 22:53
  Speaker 1: On the objective, choosing the right objective is absolutely crucial.
• 22:57
  Speaker 1: Don't you know if you want people to click and go to a landing page and often don't choose post engagement as your objective because it's going to just facebook's going to show it to people most likely to click like or to comment or to share or react or click on the add to begin with.
• 23:15
  Speaker 1: Those are all post engagements.
• 23:17
  Speaker 1: That's all you're optimizing for.
• 23:19
  Speaker 1: The chances of someone I'm actually clicking through and looking at the page and everything is much less than if you just chose, chose conversions.
• 23:28
  Speaker 1: If you're using your own landing page or lead Gen, if you're going to use the facebook lead form, that is what I recommend.
• 23:35
  Speaker 1: Uh, uh, you know, the other, there's so many little mistakes that I see people make some.
• 23:42
  Speaker 1: I'm trying to.
• 23:44
  Speaker 1: I'm trying these to appeal to as many people as possible.
• 23:47
  Speaker 1: I think the last one I'm going to leave you guys with is you really have to.
• 23:54
  Speaker 1: You really have to make the number one priority and the number one focus.
• 23:58
  Speaker 1: Getting the attention of the user.
• 24:02
  Speaker 1: So that's why, you know, and there's so many things that factor into doing that.
• 24:07
  Speaker 1: So it has to be the right content in front of the right audience.
• 24:12
  Speaker 1: You know, like we talked about the soccer moms between 30 and 40 that drive a Honda, Hyundai, Honda, goddammit Honda Odyssey minivan, you know, if that's your target audience, you don't want to be showing them ads for, you know, a Tesla Model S, right?
• 24:28
  Speaker 1: I mean you don't like maybe it's a look.
• 24:31
  Speaker 1: I know, I know this is for real estate and loan officers, but examples here, they're just examples.
• 24:37
  Speaker 1: You have to make sure that the content matches the audience.
• 24:41
  Speaker 1: So think about the whole thing and the number one goal is to get their attention first, get their attention.
• 24:48
  Speaker 1: So just because it's a real estate ad or, or a mortgage ad.
• 24:54
  Speaker 1: Oh, and I'm going to go down to tangent here.
• 24:55
  Speaker 1: I wasn't planning on it, but I think this is important.
• 24:57
  Speaker 1: The real, just because it's a real estate ad does not mean it has to have a picture of a house.
• 25:02
  Speaker 1: Why do we think just because it's, it's a real estate agent or a loan officer running the ad and we want people to buy homes that we have to have a picture of a house.
• 25:11
  Speaker 1: You don't, the image just has to get their attention.
• 25:14
  Speaker 1: That's it.
• 25:15
  Speaker 1: It could like, it could be some colorful thing.
• 25:19
  Speaker 1: It could be some goofy thing.
• 25:20
  Speaker 1: I've, I've seen the most amazing ads that have nothing to do with, uh, at least the visual has nothing to do with real estate.
• 25:27
  Speaker 1: There's no homes, no nothing.
• 25:28
  Speaker 1: It gets attention and then you use the title and the headline to let them know what it's all about.
• 25:35
  Speaker 1: So the imagery that you choose does not have to be a house.
• 25:40
  Speaker 1: Okay.
• 25:41
  Speaker 1: Um, it just doesn't.
• 25:43
  Speaker 1: So one of the ads that I'm, that I'm really stoked about right now that we've, we've been getting some great feedback on is for those.
• 25:51
  Speaker 1: If you don't have a garage, winter sucks.
• 25:54
  Speaker 1: Unless you're in south Florida, then you suck.
• 25:56
  Speaker 1: How about that?
• 25:56
  Speaker 1: But no, if you, if you are in winter and you don't have a garage and your parking outside, that's a miserable time.
• 26:03
  Speaker 1: Especially if you have kids, for God's sakes, where you have to go out to the car, it's freezing, it's covered in ice, it's covered in snow.
• 26:08
  Speaker 1: You have to scrape off the window.
• 26:10
  Speaker 1: That's a major pain point.
• 26:11
  Speaker 1: So why don't you run an ad targeting?
• 26:15
  Speaker 1: I'm targeting people who have been looking at mortgage calculators, looking at Zillow, they're interested in, um, you know, buying a house, you know, don't overdo it with the interest, but target those people and then use an image of someone's scraping ice off the windshield that's going to get somebody's attention if they're in that situation, if they're dealing with that right now, if they don't have a garage and they have to do that every morning or every afternoon or whatever, that sucks and it's going to get their attention and it's gonna hit the pain point.
• 26:45
  Speaker 1: So the whole ad should be about, okay, like if you just buy a house with a garage, you won't ever have to do that again, is basically what you're trying to say with this ad.
• 26:55
  Speaker 1: Here's a list of homes in your area under this amount with a garage.
• 26:59
  Speaker 1: Boom, there's an ad campaign now, just make sure you put it together in the right way.
• 27:03
  Speaker 1: We can.
• 27:03
  Speaker 1: If you're a society member, we can absolutely hold your hand and walk you through how to do that.
• 27:08
  Speaker 1: Um, there's, there's a bunch of tutorials in there.
• 27:10
  Speaker 1: Our facebook group, we can actually, like if you post, Hey, I'm having an issue putting this creative together, we'll jump in and help you.
• 27:16
  Speaker 1: That's what, that's what the memberships for, but how that is a great ad to run in the winter.
• 27:22
  Speaker 1: And then the buying homes with a pool list of homes with a pool ad works really well in the summertime.
• 27:29
  Speaker 1: If you're in hot areas, it's all about the pain point at the moment.
• 27:34
  Speaker 1: You see there's, there's so many different things you can do if you just think about what's going to get somebody's attention at any given point.
• 27:40
  Speaker 1: All right.
• 27:41
  Speaker 1: I could literally go for hours talking about the mistakes that people make with their facebook ads and how to fix them, how to avoid it.
• 27:51
  Speaker 1: But that's enough to go on right now.
• 27:53
  Speaker 1: Okay.
• 27:54
  Speaker 1: I think that um, if you've been doing some of those things, if you stopped doing them or make the necessary changes I talked about, you can really start to see some results.
• 28:03
  Speaker 1: That's my goal here.
• 28:04
  Speaker 1: I don't want you guys wasting money on facebook ads.
• 28:06
  Speaker 1: I don't want you getting so frustrated and then start this mentality that quote, facebook ads don't work.
• 28:14
  Speaker 1: I see so many people say this like, that's weird because for me, like I get 15, 20 leads a day and you know, this, this a society member over here is getting, you know, they've had 40 leads in 24 hours.
• 28:25
  Speaker 1: So that's weird.
• 28:26
  Speaker 1: Apparently they work, they don't work for everybody and you have to do it right?
• 28:32
  Speaker 1: So hopefully this can help you to fix some of those things to help you do it right.
• 28:36
  Speaker 1: Because I don't want any of you thinking facebook ads don't work.
• 28:39
  Speaker 1: That is 100 percent bullshit.
• 28:41
  Speaker 1: If you don't work, they're not going to work.
• 28:44
  Speaker 1: If you don't do them right, they're not going to work.
• 28:48
  Speaker 1: But they sure as hell work.
• 28:49
  Speaker 1: So I hope that helps some of you guys, if you, if you could make one little tweak and it helps you sell an extra house this year, I'm going to be so damn stoked.
• 28:57
  Speaker 1: If you could sell 10 more homes, I want to be fricking 10 x dot.
• 29:00
  Speaker 1: I'll tell you that much.
• 29:01
  Speaker 1: Awesome.
• 29:02
  Speaker 1: If you want more information about our facebook ads training and support program and system and the and the database of facebook ads, go to massive agent society.com.
• 29:11
  Speaker 1: We made a big announcement last week about all the changes that we made to it.
• 29:15
  Speaker 1: We made a lifetime membership option, which is fricking cheap.
• 29:18
  Speaker 1: We made a cheaper annual option.
• 29:21
  Speaker 1: There's now a monthly coaching option if you don't want.
• 29:24
  Speaker 1: If you don't care about facebook ads, you just want marketing and lead Gen coaching from myself personally.
• 29:30
  Speaker 1: We have an option there now that is very affordable.
• 29:34
  Speaker 1: Go check that out@massiveagentsociety.com, and I don't know if you've listened to this yet, but we, if you're new to the show, you've heard me talk a lot about Alexa and flash briefings and the power of voice marketing and once again I didn't turn off my Alexa.
• 29:50
  Speaker 1: Hold on.
• 29:53
  Speaker 1: Of course, every time, every time I'm the power of Alexa marketing is huge, so back in May we launched one of our own flash briefings called a massive agent minute because this is a weekly podcast.
• 30:08
  Speaker 1: If you, you know, if you're one of those people who binge on content, then you have to wait a whole new week for an episode, so first off, subscribed, make sure you subscribe to the show in itunes or wherever you listen because then you don't have to remember Thursday mornings to go find the new episode.
• 30:23
  Speaker 1: Go subscribe, please.
• 30:25
  Speaker 1: Actually it makes life easier for you because then the new episode just pops up every Thursday morning automatically.
• 30:31
  Speaker 1: It also helps us subscribers actually help the more subscribers we have.
• 30:36
  Speaker 1: It shows apple that, hey, this is a valuable show.
• 30:39
  Speaker 1: We're going to show it higher organically in the rankings in Itunes, so it helps you.
• 30:44
  Speaker 1: It helps us please if you have not, go subscribe on Itunes or wherever you listen to the massive agent podcast and then go enable the massive agent minute flash briefing seven days a week.
• 30:57
  Speaker 1: We bring you a new 60 to 92nd little a little blip.
• 31:01
  Speaker 1: So okay.
• 31:01
  Speaker 1: Sometimes it goes to four minutes.
• 31:03
  Speaker 1: All right, tomorrow's flash.
• 31:04
  Speaker 1: Well, I guess it was Tuesdays, flash briefing when you, when you hear this, I poke a little fun at it because I know sometimes sometimes I'll go for a minute, sometimes I go for two minutes and sometimes they go for four minutes.
• 31:13
  Speaker 1: Not usually, but I try to keep it concise.
• 31:16
  Speaker 1: I want to make sure you get context, not just stay within a time limit, just to stay within a time limit.
• 31:21
  Speaker 1: So I want you to, uh, to all you have to do is you could type in manually on your Alexa App, you know, under skills type of massive agent minute or the cool way.
• 31:33
  Speaker 1: The Fun way is just to say to your, to your echo device or your Alexa App, say Alexa, enable massive agent minute there and if your Alexa's listening, maybe she just did it.
• 31:44
  Speaker 1: Maybe I just did it for you.
• 31:45
  Speaker 1: Let's try it again.
• 31:47
  Speaker 1: I pause this real quick because I'm going to.
• 31:49
  Speaker 1: I'm going to do this for you.
• 31:50
  Speaker 1: I'm providing a valuable public service for you.
• 31:53
  Speaker 1: I'm going to do this on your behalf, but pause this.
• 31:56
  Speaker 1: Go and turn on your Alexa and then the next things that come out of my mouth will do this for you.
• 32:02
  Speaker 1: Okay, so pause it.
• 32:03
  Speaker 1: Come back later.
• 32:04
  Speaker 1: Once you're Alexis on.
• 32:06
  Speaker 1: Okay.
• 32:07
  Speaker 1: Alexa, enable massive agent minute.
• 32:12
  Speaker 1: There you go.
• 32:14
  Speaker 1: Then enable that sucker.
• 32:15
  Speaker 1: Then all you have to do is each morning or afternoon or whenever you want to listen and say, Alexa, play my flash briefings and now our massive agent minute is added to it.
• 32:24
  Speaker 1: There's a lot of, a lot of exclusive stuff that I that I give there or tips, App recommendations, strategies, ideas that you don't get on this show.
• 32:33
  Speaker 1: So we do it seven days a week.
• 32:35
  Speaker 1: Check that out.
• 32:35
  Speaker 1: I would appreciate it.
• 32:37
  Speaker 1: Um, and I mentioned earlier exp realty, I am a proud member to member.
• 32:42
  Speaker 1: I guess now I'm a member of the brokerage.
• 32:44
  Speaker 1: I guess I'm an agent with exp realty and I switched in May of 2018 and I am so.
• 32:51
  Speaker 1: I'm so 100 percent convinced that this model, this, this brokerage model is so valuable for so many, so many agents.
• 33:01
  Speaker 1: And if you, if you're one of those people that roll your eyes every time you hear exp because you're with your brokerage and you think you're happy.
• 33:08
  Speaker 1: I was one of those people too.
• 33:10
  Speaker 1: I was like, Oh God, another exp person.
• 33:12
  Speaker 1: I get it.
• 33:13
  Speaker 1: But now I also see what they're so excited about.
• 33:17
  Speaker 1: It's not for everybody but you.
• 33:20
  Speaker 1: It's for, I'm going to say exp will work for most agents, not for everybody, but to find out if you're one of those people, all I ask is you go to massive agent podcast.com/exp and click play.
• 33:32
  Speaker 1: You don't have to put in your email address.
• 33:34
  Speaker 1: We don't ask you for anything.
• 33:35
  Speaker 1: Just go play the video and see if it makes sense for you.
• 33:39
  Speaker 1: You're going to find out how exp works and you're going to find out why.
• 33:43
  Speaker 1: I'm so God damn excited about it.
• 33:45
  Speaker 1: Why?
• 33:45
  Speaker 1: I left a brokerage that I had been with for seven and a half years.
• 33:50
  Speaker 1: That was 100 percent brokerage, so they had no commission splits.
• 33:54
  Speaker 1: They, let's see, it was only$500 per transaction is all it cost me.
• 33:59
  Speaker 1: I left that to go pay a small commission split with exp because I saw the upside being so much more, so much more than I was getting before.
• 34:10
  Speaker 1: It's all about value versus cost.
• 34:13
  Speaker 1: I was too focused on the cheapest brokerage out there.
• 34:16
  Speaker 1: Well guess what?
• 34:16
  Speaker 1: They didn't really do anything for me except for I kept more money in my pocket for some transactions.
• 34:22
  Speaker 1: I was leaving a hell of a lot of money on the table.
• 34:25
  Speaker 1: A lot more money than I saved because I was too closed off to a new opportunity.
• 34:30
  Speaker 1: Please, I beg you if you haven't yet.
• 34:32
  Speaker 1: It's worth exploring.
• 34:33
  Speaker 1: It's worth 25 minutes.
• 34:34
  Speaker 1: Tonight is you're sitting on the couch, you know you're winding down after a long day, go to massive agent, says, sorry.
• 34:40
  Speaker 1: Massive agent podcast.com/exp.
• 34:44
  Speaker 1: Click play.
• 34:44
  Speaker 1: Find out if it's for you and I want to thank you guys so much for listening.
• 34:49
  Speaker 1: This massive agent podcast is a proud member of the industry syndicate media network.
• 34:54
  Speaker 1: Find out more and discover other awesome shows in the real estate industry for a loan officers and for real estate agents.
• 35:01
  Speaker 1: Discover more shows@industrysyndicate.com.
• 35:04
  Speaker 1: Super stoked about this new network that that I co founded and we launched back on January first and February first or the first week or so of February.
• 35:14
  Speaker 1: We take it to a whole new level.
• 35:16
  Speaker 1: You guys will find out soon.
• 35:17
  Speaker 1: Industry Syndicate Dot Com.
• 35:19
  Speaker 1: Guys, thank you so much.
• 35:20
  Speaker 1: Go and sell some homes
• 35:22
  Speaker 3: this weekend.
• 35:23
  Speaker 3: Take care.
• 35:38
  Speaker 3: Yeah.