Real Estate Facebook Ads Changes – How To Still Make Money!

Real Estate Facebook Ads Changes – How To Still Make Money!


– What is up everybody, today I am excited to have with me Jaime Resendiz, a real estate marketing
strategist specializing in Facebook ads and Google ads, and he knows, like, all things Internet. The guy is a freaking wizard. He’s going to tell us today
what’s going on with Facebook and Facebook’s recent changes and how we can make the most of them with our real estate businesses
so we can sell more houses, ’cause that’s what we all wanna do, right? Welcome, Jaime, thanks for coming on, bro. – Thanks for the invite, happy to be here. – Sweet, so tell us give us a
little bit of your background so we know who we’re dealing with here. – Well, I started in real estate as far as a real estate practitioner for a little bit over 2 1/2 years ago, but the marketing gene just
kept coming very strong. I kept gravitating to marketing
and business development, I kind of intermixed the two. That’s what I used to
do in my corporate gig back when I was the
chief financial officer and chief operating officer of a network of compounding pharmacies. So a big part was figuring how we were going to keep the doors open, figuring out how we were
gonna continue getting leads. So back then I gravitated
towards online marketing. And since you have the business owner, when you launch yourself
out there as a realtor or any other commission-only profession, you kind of have to figure out
how to keep those doors open or you have to go back
into the corporate world and figure out how you’re gonna
get that W2 position back. – Yeah, so how important is
having an online presence now in the 21st century for realtors? Is that relevant, is it valid, or should we just be
pushing pencils and pads and calendars and stuff? – My goodness, my goodness, no. I think at this point we
all know the answer to that, but even beyond the online presence, the website is no longer going to cut it. That used to be the
standard a few years ago, I would say five, 10 years
ago that was still like, hey, you have website presence, that should be enough to
get you findable on Google, and all the SEO strategies,
you didn’t even need them as it was quite easy to
rank on the first page, or at least from my experience. So the website is no longer
gonna cut it, social media, you don’t have to be a wizard
or active on all of them, but you do need to make at
least a presence on most of them and be super active on
at least one of them. – So if you had to choose
one social media platform right now, it’s 2019
and we’re get into 2020 pretty soon here. If you had to just choose
one, it’s like, Jaime, I’m an old lady, I’m a typical realtor, I’m a 54-year-old, my wife’s
55, so I can say this. She looks great, but a 54-year-old woman and all my kids are on Snapchat,
and Twitter, and LinkedIn. No, they’re not on LinkedIn,
well, maybe they are. And on Instagram, and I
don’t know where to go. I got a Facebook page that I never use. I don’t have a YouTube channel. If there was just one
place for someone that’s, maybe someone’s brand new
into the social media space, and that some people, I know
you meet are all over it, but some people aren’t. What would you say the one
platform to be on would be? – It would be Facebook,
it is still Facebook, it has a ton of traffic. There is so many people there. And it’s one of the
easiest ones to get right, in my experience. So depending on your commitment level, at least get the bare bones
fundamental Facebook page right. Now, if you’re asking me which
one should I focus on, yes. – Facebook Business page, correct? – Facebook Business page, absolutely. So thank you for catching me on that, I use it synonymously. You have the personal aspects, so you have a personal Facebook page, but you also get to create
a Facebook Business page. So whenever you see those posts on, hey, I just ran a Facebook ad and I got 30,000 leads for $100, when you see those posts that
are completely egregious, they are using a Facebook Business page in order to generate those leads. So, yes, a Facebook Business
page at bare minimum at this point, I would
suggest you get right. Now, if you were asking me
which ones would I focus on if I’m intensely going to double down and create my audience on, I
would say YouTube and LinkedIn. – Really, tell me why. – YouTube has the ever, it’s evergreen. So as soon as you put a video out there, it’s your digital salesman and
you just replicated yourself, you’re making that additional pitch, and people can access you
at any time of the night. I know it sounds weird to say it, but people can access the information that they are looking for at any time. And as long as you’re providing value, you’re establishing that relationship without being on the phone,
without being in front of them, whenever it’s convenient for them. So YouTube has, what, 1.8
billion active users every month, so it’s a huge platform,
the traffic is there. So, yeah, it’s probably
more, and then LinkedIn, it’s been, how I like to
describe LinkedIn is– – Just going back YouTube,
I talk about this a lot, but I want you to say it. There’s videos on Facebook,
why videos on YouTube? – YouTube, well, Facebook
is the instant pop. You get a video out there,
it’s not that good for an SEO, so I don’t consider it an SEO platform. YouTube, I do consider that. So when people go to Google and type in, what is the option period,
they’re gonna prioritize video as much as possible, as that’s
where most of the consumption is being done in video format. So the more that you’re
able to put out there, the more content that
you’re able to provide, it’s going to live on YouTube and it’s gonna be findable
today, tomorrow, a week from now, three years from now. There’s some high-ranking
videos that just continue to get views and you continue
to replicate your sales pitch, not only across that one
video, but every single video that you put out and it’s evergreen. – So what you’re saying is
YouTube is a search engine, just like Google, and Facebook is not. So people are gonna
find your stuff forever. – A lot more accessible, absolutely. – Great, and now tell me about LinkedIn. – LinkedIn is where Facebook
was about five years ago. Do you use LinkedIn much? – I do, yeah, I post on it frequently. – Awesome, awesome, so LinkedIn, if you see a new feature
happen on Facebook, you’re gonna see it on
LinkedIn a few months or a few years afterwards. So the latest thing that LinkedIn has done is introduced the Live feature. Now, we’re used to going live
on Facebook and Instagram, but LinkedIn, it was a 2019 arrival. So LinkedIn is very much to
what Instagram and Facebook have been doing to promote the live feed, they’re doing the same thing for LinkedIn. So there is a audience out
there that’s just ready to be captured and you can
grow an audience very quickly, because it’s still a blue ocean out there. – It’s in its infancy kind of right now, there’s not a lot of competition, not a lot of people marketing on it, not a lot of people selling on it. So you could be one of the new guy, the first guys to the party, to a degree? – Yes, absolutely, absolutely. – Are there consumers on LinkedIn, or is it mostly business owners? And I know business owners
have to buy houses, too, obviously, I’m talking about real estate, are there many consumers
there that have W2 jobs? – There are a good amount of consumers. So you’ll see a lot of VPs, you’re gonna see a lot of managers, you’re gonna see a lot of
presidents of corporations. So they may not be the people
that started the company, but they would be W2
positions that are focusing on establishing a network with other like-minded professionals in the space. So I forget the specific statistic, but the disparity between
the average Facebook income and LinkedIn is drastic. I wish I would have had it
readily available, but it’s huge. So the average income on
Facebook versus LinkedIn, there’s really not even a comparison. So as far as captive
audience that’s out there or audiences out there to be captive, you’re just looking from
a financial standpoint that people that may be
a little bit more ready to purchase a home in the
future, I like those odds. – So you’ve got buyers that are
significantly more qualified on LinkedIn overall, so that’s
great, that’s a great place– – In general, yeah, absolutely. – Okay, awesome. And now, today we’re
supposed to talk specifically about the changes. Facebook, all social media platforms are constantly changing. Tell us what’s new, what’s happening, what’s relevant to us right now. – Well, in July of 2019, Facebook
ads went another overhaul and this time, they focused
on three big categories. One was, if you’re
advertising for housing, you were impacted. If you’re advertising anything
that relates to credit, or anything that relates to employment, those three big categories,
housing, credit, and employment, then you have specific limitations that some filters are not
available to you any longer, and that happened July of 2019. Now, we’ve been seeing some
changes over the past two years when Facebook was in its infancy or the Facebook ads component,
we had the easy buttons, as I used to call them, which
would be likely to move, homeowners, renters, those filters, those have been gone away
for about two years now. But this change that we’re
specifically referencing happened in July of 2019. So you’re running a housing
ad, you’re no longer no longer able to filter out any age demographic. So if somebody is 18 and above, they are going to see your ad. You can’t make a distinction between male or female any longer. They are going to see your ad. In certain interests,
demographics, and behaviors are also limited when you’re
trying to launch your ad. And the best way that
I can describe that is, if it has something to do
with somebody’s demographics, or income, or familial status, you can count on that not
being available to you. – Really, so income gone? – Income is gone, yes. – So we’re no longer able
to market to a person that’s actually qualified to buy a house. We have to market to everybody to be fair. – Exactly, so that is right
there, the Fair Housing laws, a lot of the changes have to do with that. And, yes, there’s an element
of the privacy issues that Facebook has experienced, but for us that are out
there using the platform trying to gain business, we love that. We love that that we are
able to get that granular with our advertising, but a few of those things have gone away. And in the past, you were able to market based off of a zip code. So if you knew that an
area here, I’m in Dallas, so the South Lakes of the world, the Highland Parks of
the world that you know, have, well, amazing homes that
anybody would love to list, the zip code is no longer available. In fact, you used to be
able to narrow it down to a one-mile radius
where you could market. Now if you’re running a housing ad, the minimum radius is 15 miles. So if you’re in a densely-populated area, like you and I are, then we’re
reaching two million people, even though we don’t want to, so we would need to narrow
it down even further. – So can you narrow down to us, what if a city is only four miles across? Can you narrow down to a city, or does it have to be
city plus 50-mile radius? – 15-mile radius. – Really? So do you find that ads
without these filters that were super helpful
for us a few months ago and a couple years ago,
are ads less effective now? – You would think so, but the
way that I like to describe it is you’re starting at the
top of the funnel now. So when you’re running your ads, as long as you have a strategy, you’re really walking people
through the sales funnel with your ads, that’s
part of the strategy of, well, that’s part of having a strategy where you’re using different
ads to hit certain behaviors or hit certain questions as
you’re bringing them down to the sales funnel of
ultimately becoming a warm lead for you or somebody that
would feel comfortable giving you their contact information. So to answer your question, I don’t see it as a big limitation, because leads are still coming in. In fact, a reduction in cost per lead. Now full disclosure, since
you’re starting further up and are getting some additional leads that you may not have been
exposed to in the past because of your filters, some of these leads are a little bit, I don’t wanna call them
junk leads, but leads that– – Junk leads, just call ’em–
– Are not ready to be. Thank you, thank you for that liberty. So junk leads. – Okay, all right. So do you have to be a
little more strategic in creating your ads maybe? So that when people see them, they go, oh, that’s me, versus– – Absolutely, absolutely
the easy button is gone and the, hey, let me just launch this ad because I need to start
talking to people today. That is still available,
but you have to be a bit more strategic in
the way that you market. So this really highlights
something that I’ve been speaking, well, you and I’ve been
speaking about this quite a bit with the Facebook Pixel and
having that and installed, not only is a Facebook Pixel something that gathers
information for you, it gives you the opportunity to remark it. So whenever you start the
conversation with one ad and a few people engage,
essentially raising their hand, hey, I am interested in that, but I’m not gonna give you
my contact information. I’m just interested in
what you have to say. What the Facebook Pixel
allows is for you to re-target with another ad, giving
credence to the conversation and advancing the conversation
a little bit further to where they ultimately
do know you, like you, and trust you enough to
have an actual conversation. – Now, what are the things
that you would target for your typical three plus two home that the average Joe Blow
in your city can buy? What are the things that you
would use as far as targeting? – Some interests that are still available, so one key thing that
you’re no longer able to do, you’re no longer able to exclude people. So, in the past you were able to target and then if you were wise with your spend, you would exclude other realtors. – Right, you can’t do that anymore? – [Jaime] You’re no longer
able to do that, no. – No way.
– No, no, no. So, what left is really interest. – Can you add people? – Yeah, so you can narrow
it down, absolutely, but you can’t exclude. – Just like for that example, could I say, I only wanna target realtors, if I’m running an ad towards realtors? Can I do that, can I say just realtors? – Interest, interests, not demographics. So essentially where you work, in the past you were able to target people that were realtors, the
profession of real estate agency. No longer, no, it’s interests. – Really?
– Yeah. – And you can’t say,
works for Keller Williams, works for the eXp, you can’t say that? – Are interested in Keller Williams, are interested in Century
21, are interested in RE/MAX. – But no longer employed by? Really? Oh, wow, that’s a bummer. On both sides, being able
to include or exclude for both of our worlds, selling houses, and the other stuff we
do, it’s like, wow, okay, so that’s crazy. Now, what do you do for someone that’s, what if somebody, I’ve
got a Facebook page, but I’m not super adept
at this technical stuff. What do I do, Jaime, like I’ve run ads, I’m had you help me run ads, and even though I’m pretty technical, and I’ve run tons of ads on
my own and a few with you, which is super helpful,
thank you, by the way. This guy knows way more
about that stuff than I do and I hate doing that stuff. What do you tell the new guy? Do you say, hey, I know
you’re not technical, but just try to just muddle
through it, take a course, or do you just hire somebody to do it? What is an agent that’s
not super technical do if they wanna run Facebook ads? – If they’re absolutely willing to commit, I would say start with the
free YouTube education first. That’s the reason I
produce a lot of content and very much the same what
you do with your editing and helping people for free. Start with your free, I’m not gonna say immediately
jump into a course, ’cause you’ll see what’s involved. And then once you start
getting some good feel on the creators that are
actually providing value and not full of BS, then most of them do
happen to have a course. Full disclosure, I do
happen to have a course. But I would also like to say that I know what I’m talking about. But there’s a lot of– – Which of course, if somebody
wants to take your course, where do they go? – They would go to my YouTube channel, and it is on the banner,
where you can just click on Facebook Marketing
for Real Estate Agents and Google Ads for real estate agents. They would just go to my YouTube channel, and my youtube channel
is just Jaime Resendiz, and you’ll find me. – And it’ll be links down
below here, so you guys can– – It’ll be linked there
absolutely, absolutely. But let me backtrack for a quick second as we started the conversation,
or a question ago, on what is working right now. So what is working right
now is certain interests. I’ve been split testing
some new construction ads within my group just sharing
some results, sharing some ads, that renters interest is still there. So if somebody is interested in renters, I know it’s not the ideal of
the demographic being a renter, but renters is still there. I have been consistently
getting leads between $2 to $4 in that range and significant leads. Leads that are not junk leads. Another interest would be
the standard Zillow interest, that one’s still tried and true. You have, what is it, what is it? Homeowner, no, not homeowners. First-time homeowner house hunting, just trying to remember
right off the top of my head. Those are some additional interests that you would consider running. But the most important thing that’s gonna, and I’m not gonna say
guarantee your results but are gonna greatly enhance
your results is retargeting. So, again, the days of just sending one ad into the Interwebs is no more. You’re not gonna be as successful there. The most important thing
is retargeting those people that have already raised their hand and engaged with your ad in some capacity because you know at that point, they’re self-identifying themselves to having a real estate interest, so you’re able to speak
specifically to those people and retarget them so you’re not
having to start from scratch from a 1.8 billion, I’m sorry, 1.8 million
inhabitants in your area. – Got it, so people that have
clicked on your ads before, that have shown some interest,
that have been there, have engaged a little bit, using a Facebook Pixel
you can retarget them so your next ads go to these people that have engaged in the past. – 100%, it’s so powerful. Absolutely, so it gets so
powerful that you can do a video, produce a video, throw it
out there and advertise, and you can target based off of how long they actually watched your video. So you can target it based off of, hey, I only want to advertise to people that watch 50% or 75%
or 100% of the video, you can get that targeted. – Okay, that’s great. And would you suggest running video ads, or just photo ads? – Video ads. Video ads is very powerful. Now, there is a way in the Ad Creative when you’re creating an ad for you to make the images dynamic. So Facebook allows you
to upload six images and actually make a slideshow of it. Six, I believe the limit is 10 or so. But you can actually make them move because there is that visual aspect that makes them stand out. If you can afford it or
if you have the dedication to actually make a video, it doesn’t have to be super produced by any stretch of the imagination. They don’t have to be to your standards, which are amazing, which
I wish I had those skills, but not all of us do, Trevor. They don’t have to be so
amazing in that world, but as long as you have something visual, something moving in motion and you’re able to put a video out there, it’s gonna perform much
better than a standard image. – Okay, so video for sure. And then the other thing
I asked and you said, for somebody starting out,
go to a YouTube channel like yours and consume free content, learn how to run a Facebook ad, and then maybe take a
course to dial it in. What about like, dude, I don’t have time, I’m selling houses. I just wanna pay someone
to do the ads for me. Do you know anyone who does that? – So those would be agencies. I would just say reach out to me. I don’t run an agency, but I know of some
high-quality agencies out there that I would personally trust if I didn’t have the
capability of doing it myself. – Okay, got it, got it, all right. Where do you see things going
in the future with Facebook? Is gonna become more and more restrictive, and is it gonna get more and
more expensive to run ads? – Expense is gonna be a big thing. Restrictive is gonna be another big thing. I think we’ll probably
have one more big squeeze before it starts tapering off to where they may open
up the reins back again. I do see them going a bit
more lax in their advertising. I just don’t see that in
the very, very near future. And the reason I say that they’re gonna be a bit
more lax in the future is, Facebook is still the
big player in the space. But Instagram, I know
Facebook owns Instagram, but Facebook, I’m sorry,
Instagram is super powerful, TikTok is rising very, very quickly, so competitors out there
are gonna do just that. They’re going to compete
in order for Facebook to continue being the
dominant player in the space. They’re gonna need to
make some adjustments, and one of those is allowing users to be a little bit more
free and not as restricted. – But the restrictions, I assume, are mostly because the
government’s clamped down on them. I don’t think it’s them wanting to do it, I think its government mostly that’s enforcing stuff, isn’t it? – Well, it’s either you self-police stuff or we’re gonna police you. That’s how I’ve seen it. Or that’s my interpretation. – Now, you mentioned something like, I heard that like Gary
Vee or Grant Cardone or somebody was on TikTok,
so I recently started, I jumped on TikTok for a
couple days and I’m like, everyone there seems
like a 14-year-old girl. And is anybody on TikTok an
adult that can buy a house? – I don’t know the specific statistics, but more and more people
are jumping on TikTok. I wouldn’t bank on many
people above 50 years old or even 40 years old to be on TikTok yet, but I would suspect with that– – But we know that– – [Jaime] What’s that? – But we know that every platform
starts with the kids on it then the parents come on and ruin it. The parents are–
– There you go. – [Trevor] Like we have with Facebook. – Well, and you see it with Instagram. Well, you see it with
Instagram, the age demographic. I believe 77% of the users
are below the age of 44 at this point on Instagram. – Yeah, yeah, and us old people, I’m old, I’m like double, you’re in
my kids’ age, but I’m 55. And there’s more of us jumping on there, but still it’s mostly, most people that look
better on camera like you. – Well, and Gary Vee is, he’s made a name for being
way out in front of trends. And I do follow him and I
do have a lot of respect for what he’s saying. One of the things that
really stood out to me was, if you go out and invest in that space, the counterpoint to that, the counter to what you mentioned is, well, yeah, maybe the
audience isn’t there now, but what about being that
first mover in the space that starts garnering that
attention to when the people that are actually going to purchase homes or list their homes, they
have a big power player, and that first mover advantage is real, that there could be an
opportunity for people. – So Jaime’s advice, jump
on LinkedIn and TikTok, two almost-identical platforms. (both laughing) – Pretty much. I would think that the income
is a little bit different. – Are you on TikTok? – [Jaime] Just an account but not active. – Okay, ’cause I want to see
you lip syncing on TikTok, man. (Jaime laughing) – I’ll work on that, I’ll work on that. I got a few songs that
I’m gonna go straight to. – All right, do you have
any last words of advice for our agents wanting to
kill it with Facebook ads? – Facebook Pixel, I cannot
overstress that enough. And it’s something that at one
point, it was a luxury like, yeah, I think when I get to it, but now if you’re gonna
make it successful, if you’re gonna make Facebook ads, make a good valiant
effort at Facebook ads. The Facebook Pixel is something
that you can’t forget to do, at bare minimum, install it,
start gathering that data, don’t waste the audience. So the way that Facebook works
is, as soon as you install it is when the calendar starts,
though you don’t get the data from when it wasn’t there, because there’s no way
for it to collect it. On your website, you start from day one, once you install it and the
traffic that you generate for the past 180 days, that’s the cap. So you can only monitor
the past six months. If you don’t have the Pixel
on there for your website, then you can’t monitor anything. Now, for Facebook Business page, you get the benefit of
going to an entire year. Though it captures all
of that information, but, again, it’s contingent
on you actually curating the Pixel and then installing it where you actually want to track the data. – Right, right, okay, cool. Great, great information. And last question, Jaime, how effective can Facebook ads be for generating actual business? I’ve run them and I’ve gotten leads, but it seems like it’s really hard to close a deal from Facebook ads. What’s the trick? – The trick is follow up. And people don’t want to hear that because that is not very sexy. Follow up is the closing ratio, I make no bones about it, the
closing ratio is different, much different than if
I were to refer somebody in your neck of the woods. Or if somebody were to
walk into my open house, the ratios are different. As long as you have a
strong follow-up game, you’re gonna be okay. So the beauty of Facebook
ads is that they’re scalable, so while it may take a
few more leads for you to ultimately end up
with a commission check, you can make it bigger much faster. There’s only a finite number of doors that you can personally hit
up, if you’re door knocking, a finite number of
calls that you can make, which is still a lot but at the same time is time invested on your part and it’s not as scalable as Facebook ads. – Right, right, awesome. Thank you so much, Jaime. That’s like a ton of information,
you guys rewatch this. Go to Jaime’s channel,
it’s Jaime Resendiz. YouTube.com/JaimeResendiz. Is that right?
– Absolutely. – Go there, watch his videos, learn. I’m sure you have one on how
to install a Facebook Pixel, does that exist on your channel? – I even have three. – You got three?
– Yep. – He’s got three on how
to set up Facebook Pixel, that one kind of blew your mind. Plus, he’s got a ton of killer videos that’ll give you pretty much every aspect. And when you’re ready, just
get his course and dive in. And that’d be probably the easiest way if you’re serious about it, Thank you for being on,
I can’t wait, all y’all, to see the stories you have to share.

Leave a Reply

Your email address will not be published. Required fields are marked *