In this 5 minute tutorial I walk though a tactic for local mortgage brokers to get in front of realtors and other gatekeepers.
This is only one piece of a larger strategy using Facebook Ads to own a local market. They key piece of this is to leverage your effort by reaching the realtors and have them bring you the business.
A detailed targeting. Yep. You see where it says browse? Yep. This is the four areas
right there, demographics, interests, behaviors. Most people, when they think
about Facebook adverting, they think about advertising for interests. That’s not
really what we’re going to look at because we want to target people who are siting
in job positions. If you go to demographics, where you did, and slide down there to
… scroll down within that window. Yeah, it’s kind of goofy like that because you’re
scrolling within a scroll. Work, and then there’s two ways to go about this and really
you can test two different things. Employers, you can sit there and list employers so
like [Right-Cart 00:00:56] Realtors.
Click on employers. Now, just start searching known realty houses. There you go,
click. Yeah. You only want Fayetteville, right? Yeah, because if you go up to Keller …
Here’s the thing, though. That’s the whole total numbers but because you’ve
already limited it by location, that will cut that number down anyway. Yeah. Yep,
we’ll see what happens on the right hand side. If you click under that blue box, click
out of that, click the X on … No, keep going to the right. Click the X on that one.
Okay, so it doesn’t even have a number for you yet. I would add the Fayetteville
one. Right, you can pretty much add all of those.
Then like [Right-Cart 00:02:22], you just go through a list of your realtors like
Century 21, Coldwell Banker, bam. Right. Yep, there you go. It’s going to start
searching for you. Right. Right. No. Right, so now here’s the next thing is right now
you’re just targeting everybody who works at those places. Click on outside of that
window you were in. Yeah, right there is fine. Now, see right below that box where
it says narrow audience? Click on that. Now, you’re going to go into demographics
again. Go browse, demographics, work. Then go to job titles.
Now, here’s where you’re really fine tuning it like your secretary that works at the
front desk doesn’t matter. Your realtor, associate, agent, agent, those are the
people that are going to come to you, I think. Does that make sense? Okay. Sure, go
ahead. Yeah, just type that in, officer manager. Not interest, though … Yeah, job
title. Yeah. Yep. You’re adding maybe five or 10 people. In that whole region,
there’s only so many people who are a licensed realtor, office manager, works at
Century 21. Yeah. You can see on the right hand side that it still says potential
reach fewer than 1,000 people, which is great.
That goes back into the spending, how much do you want to spend because you
can hit all those for a few thousand dollars every month … Or a few dollars, sorry,
in a month. Then in the long run I would save that audience and name it something
like jobs, really whatever’s going to work for you like Fayetteville realtors or
something. What’s going to happen is now you can actually you can go back in and
change this to Raleigh, and save the same settings for Raleigh, and you’ll basically
get different people, or [win-stance 00:05:34] … Yeah, yeah. Right, right.