Do you want to generate more leads for your buyers agency service?
Facebook (Meta) offers one of the best advertising platforms for generating leads.
But it’s easy for buyers agents to lose money on Facebook Ads if you make some crucial mistakes.
By providing real examples, this post will help you to avoid those mistakes.
In this post, I’m going to analyse Facebook Ads from five different buyers agencies. You’ll discover what these advertisers are doing well and what they aren’t doing well.
Through these examples, you’ll also see…
- A psychological trick used by one buyers agent to make readers value their service
- How to use a free ebook to generate low cost leads
- Two Facebook Ad copy mistakes that you can easily avoid
- How you can make big claims in your ad and get away with it
- A simple way to make the graphics in your ads more effective
1. Invest Logic
Buyers (particularly investors) want to know that you can help them get a better result from their investment.
Invest Logic has done a great job of communicating results through this mini-case study. Facebook users can quickly see in the ad graphic that their client achieved strong capital growth and ROI. They then reinforce these results in the ad copy.
The mini case study style format is an effective way to quickly convey results. It allows the person viewing the ad to easily put themselves in the position of the client in the case study.
The potential investor reading this ad can imagine what it would be like to have achieved an equity gain of $62,000 in 18 months. They can imagine what it would be like to have someone else take care of all the hard work for them.
In the ad copy, Invest Logic mention that they spent four weeks analysing hundreds of properties for the client.
Calling attention to the amount of work involved like this can have a powerful effect.
This is because people tend to place a higher value on products and services when they believe a lot of effort was put in to create it. It’s an effect in psychology known as the Labour Illusion.
I also like that this advertiser has called out a specific audience in their ad copy (investors).
The bolded text in the opening line, immediately identifies the target audience. Further down in the ad copy, it reads “Leverage our team of HIGHLY experienced property investors to outperform 99% of investors.”
This is important for two key reasons…
People pay attention to things that are directly relevant to them. Property investors will be more likely to stop and read this post if they see it on their Facebook.
And secondly, it helps Facebook find the right audience to show your ads to. If Facebook’s algorithm can see that a lot of property investors are clicking on your ads, it will find more investors to show the ads to.
2. Your Property Your Wealth
This ad from Your Property Your Wealth, provides an example of a different strategy you can use in your Facebook Ads.
Most buyers agents will run direct response ads, encouraging people to book a call with them.
This advertiser is promoting a free e-book download instead.
A free download like this is known as a lead magnet. A lead magnet is something you offer for free in order to entice people to willingly share their contact information with you.
Once you have their contact information (usually email and/or phone number), you can continue marketing to them at no (or low) extra cost.
For example, once someone downloads this ebook from Your Property Your Wealth, they will likely to be entered into an email list.
From there, the advertiser can continue sending emails to that contact to build trust and promote their buyers agent services.
Very often, this will allow you to generate more leads at a lower cost – compared to a ‘book a call’ offer.
The downside is that this strategy can produce a lot of unqualified leads or people who don’t want to use your services.
To make this strategy work, you need a very strong follow-up strategy to move buyers through the buyer journey.
The ad copy in this ad is fairly well written but could be improved. Their use of short sentences and paragraphs makes it easy for the reader to consume.
I would prefer to see ad copy that makes it clearer what’s on offer. We can see from the ad headline at the bottom and the graphic, that it’s a free ebook. But there is no mention of this in the main ad copy.
It’s also unclear what exactly the reader will learn from reading this ebook. The advertiser would get a lot more downloads of their ebook if they were to use clearer ad copy explaining what readers would get out of it.
“This 117 page e-book will teach you the exact steps I took to purchase my first property. You’ll learn a simple process for identifying properties with the highest growth potential. And I’ll reveal how I structured my loans in a way that allowed me to rapidly grow my property portfolio.”
The ad copy above creates excitement and also builds curiosity. It provides the reader with clarity about what’s on offer.
Clarity in your advertising is important whether you’re advertising a free e-book or a phone call consultation. People don’t want to have to try and guess what exactly you’re offering.
3. PK Property Sydney Buyers Agents
If you’re running remarketing ads to people who have already visited your website, this ad could work.
The ad emphasises trust factors like integrity and years in business. This can help to convert a prospect who is already familiar with you but still on the fence.
Highlighting customer reviews, satisfaction ratings and awards you’ve won will also help to establish trust and are great to use in your remarketing.
But if you’re targeting a cold audience (one that isn’t already familiar with your brand), this ad won’t cut it.
When people are first introduced to your brand, you need to get them interested and excited.
You do this through conveying benefits and engaging writing.
Read through this ad from PK Property again. Does it engage you? Does it excite you?
It does mention a few benefits in the ad copy but they’re not compelling. Every buyer’s agent will tell you that they will get the best possible price for you.
Another big mistake this advertiser has made is the overall presentation of their ad.
Avoid using stock photos like this in your ads. Stock photos aren’t engaging and will trigger people’s advertising defences.
Readability is another issue here. The ad begins with one very long passage of text. If you want people to read the text in your ads, break it up into small paragraphs.
Compare this ad to the other examples in this article. You’ll see that the other examples are much easier to read.
When people see long paragraphs, their brain instantly perceives it as being too difficult. The brain will have to expend too much energy to read these long paragraphs.
4. Invision Property
This ad from Invision Property offers a great example of a strong value proposition.
It focuses on one single, core benefit: saving money on your property purchase.
In another article, I discuss numerous benefits that a buyers agent can promote in their marketing. And if you’re creating an ad, you can highlight multiple benefits in a single ad.
But sometimes it can be more effective to hone in on just one single, compelling benefit.
If your ad contains five different benefits, readers may not recall any of them. But if you emphasise just one key benefit, the chances of people remembering that one benefit are a lot higher.
When you claim that you can help buyers save $50k to $100k on their property purchase, you’re going to receive some scepticism.
Some buyers will think it’s “too good to be true.” This is one reason you need to be careful with any claims you make in your marketing.
But know that buyers want to believe it’s true. They want to believe that they could save $50k – $100k on their property.
If you claim that you’re the best buyers agent in Australia, they want to believe it’s true.
If you claim that you can help buyers find their dream home in just 14 days, they want to believe that’s true.
All they need is a reason why it can be true.
Invision Property have provided this reason in their ad copy: they buy off market deals.
For the average home buyer reading the ad, this will be enough to overcome their initial scepticism. It will give them just enough belief that the claim could be true. Enough to at least click on the ad and find out more.
If they did not mention off-market deals in their ad, their claim would likely trigger the ‘too good to be true” response.
To make this same ad more effective, the advertiser could use a more specific number in their ad copy.
Instead of “negotiate $50k – $100k off the purchase price” try “we’ve helped our clients save an average of $62,700 on their property purchases.”
Using a precise number provides more credibility and trustworthiness than using a vague or rounded figure.
When people see a precise number, they will tend to believe that there must have been careful analysis to arrive at that number.
If you use a range like ‘$40k – $70k’ or a whole number like $50,000, people will often think that these numbers have just been made up for marketing purposes.
5. Parley Property Advisory
This ad from Parley Property Advisory is one of the few examples I could find where the advertiser uses a photo of a person in their ad.
Using a photo of a person (or multiple people) in your ad is powerful for various reasons…
Our brains are hardwired to pay attention to human faces. From an early age, we develop a specialized brain area called the fusiform face area (FFA) that is responsible for facial recognition.
This innate face-processing mechanism directs our attention towards images that contain faces, making them stand out in a cluttered visual environment (like a social media feed).
When presented with an image containing both people and non-human elements, our attention tends to prioritize the faces over other details. This bias can be attributed to our evolutionary need to quickly identify potential threats or allies in our environment.
This is why I recommend at least testing graphics that contain people in your ads. As a buyers agent, you could either use a photo of yourself or a photo of your clients.
Parley also score bonus points for including text in their graphics. This text highlights benefits and includes a call to action.
Including a blend of text and imagery in your graphics is one of the most effective ways to increase the conversion rate from your ads.
Using an image alone (without text) might attract more clicks but you’ll typically see very low conversion rates.
More Facebook Ads Examples
If you’re looking to improve your Facebook advertising, it also helps to look at what advertisers in other industries are doing.
On Conversion Buzz, we have a collection of posts with ad examples from various different industries. Even as a buyers agent, you can get insights from these industries that you can apply to your buyers agency ads.