With 1.49 billion members worldwide and 22 billion ad clicks per year, Facebook is providing businesses with one of the largest mortgage marketing opportunities ever. The average cost per click on Facebook is $1.86, which is a fraction of what other online marketing channels cost. Once you’ve found an audience that converts, you can literally clone that audience using lookalike audiences to target other leads with similar properties.
Let’s break down the process to get your first Facebook mortgage marketing campaign up and going!
Step 1: Set up a business page
The first step to getting started with Facebook ads for mortgage is to create a business page from which you can advertise. To create a page, just click the + button in the top right corner and select “Page”.
Step 2: Create an ad
Open your business Page from your computer, and click the blue button on the lower left. Then choose what you want your ad to help you do. If you’re a loan officer and you want to get more people to check out on your website, you’d pick “Get More Website Visitors”. If you are looking to get more leads, choose “Get More Leads”.
Next, add images or videos and text for your ad. Facebook might suggest an image and text, but feel free to change them. For loan officers, a short educational video might be a good idea. Your text should be short, simple and catchy.
Step 3: Create an audience
This step is where you tell Facebook who you want to reach. Due to Facebook’s non-discriminatory policies, mortgage brokers and anyone in this line of business would fall under special categories (Credit, Employment or Housing). This means you cannot edit age, gender, or target audiences by ZIP code. Some demographic, behavior and interest options are also unavailable. Make sure to adhere to these guidelines or your ad may be rejected.
Step 4: Determine a budget
With Facebook ads, even a modest budget can go a long way. Tell Facebook how long you want your ad to run and how much you’d like to spend. You’ll never be charged more than the budget you choose, and you can even see an estimate of how many people your ad may reach. Then, pick how you want to pay.
Step 5: Review and publish
Once you complete your ad, it’ll go through a review process to check that it doesn’t violate any of their ad policies. If it’s approved, it should start running right away.
Once you see how your ad is performing, if you’re not happy with the results, you may be able to edit it or pause it.
Extra Step: Facebook Pixel
Whether you want to retarget or track your customers’ journey, it is a good idea to install a Facebook pixel. Pixel is a few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads for mortgage more relevant to your audience.
Before you begin, make sure you have a website and are able to update your website’s code. To create a Facebook pixel:
- Go to Facebook Events Manager > Pixels.
- Select Create a Pixel.
- Enter the name for your pixel and select Create to confirm.
- Choose your installation method
There are a wealth of mortgage marketing benefits that come with setting up a Facebook pixel, such as to deliver a campaign to reach people who visited a product page but didn’t complete a purchase to encourage them to go back to the website to do so. You can also create an audience of everyone who’s visited your website in the past 30 days.
Check out the video below to see how else you can benefit from Facebook ads for mortgage!
Instagram is the world’s fastest-growing social media platform. With over a billion people using the platform each month and an average time spent on the app hovering around 30 minutes a day, having a presence on this social media is imperative to boost your mortgage marketing efforts. If you are not convinced yet, however, below are more reasons to consider investing your time in it.
Connect with Realtors and expand your referral business
Find and connect with Realtors doing business in your area and demonstrate your value with great content and resources.
Reach today’s homebuyer demographic
68% of today’s homebuyers are under the age of 39 and 59% of 18-29 year-olds use Instagram.
Instagram’s features offer plenty of creative marketing options
With all the features available today, mortgage planners have the opportunity to showcase every aspect of their business creatively.
Now that we have your attention, let’s go through some of Instagram’s features that can make your mortgage marketing stand out and some creative examples you can follow.
Instagram Stories are images or videos that can be viewed for 24 hours after you post them.
- Walk them through your life: Let customers know what is happening in your world both professionally and personally. People are more likely to do business with someone when they feel connected to them.
- Share about your area and market: Talking about current events in the market or sharing stories of your successes (or failures) creates trust and value.
- Go through a real process: Put your co-workers and your customers in the video. Snippets of you and a buyer going through homes and exchanging real-time feedback will open the door for those who are intimidated by the process to see how easy it can be.
Instagram TV videos can be up to an hour long and they do not disappear unless you delete them. They’re displayed at the top of your Instagram profile, so they’re great for sharing longer, more informational content.
- What makes you the best lender: Explain your services and what sets you apart.
- How-tos and tips: How-to’s on filling out mortgage documents, tips to increase your credit score and save for a down payment.
- Interviews: Interview industry professionals and post the video on IGTV.
Reels is a new feature where users can make 15 second long videos (similar to TikTok).
- Updates: Quick market updates for buyers.
- Checklists: Checklists for homebuying and selling.
- Neighborhood highlights: Restaurants, parks, schools, stores.
- Loan programs
- Neighborhood info
- Credit tips
- Happy homebuyers
- Saving tips
In addition to all the cool features and tools available, make sure to follow these tips to achieve mortgage marketing success on Instagram.
Have a Business Instagram Account
Business accounts allow you to put a description of your company, your company website, phone number, email and other important information as well as give you access to analytics of views and engagement.
Tagging and Linking
Tag your business partners and companies that you love! Engaging with other industry professionals will prompt them to do the same.
Hashtags categorize your content and allow other to find it. Use hashtags specific to your area such as #AtlantaMortgage or #LAMortgageLender to promote local engagement.
As with any other social media platform, posting regularly is key to keeping followers coming back for more content.
Engage with and Respond to Others
Like, share and comment on content from other mortgage professionals as well as respond to comments and engagement on your own content.
There are many ways mortgage professionals can grow their network on LinkedIn to create business opportunities. Mortgage technology, for one, can come in handy when you need to sync up your connections with one single click. Just make sure you set some time aside to manage your account. For this effective LinkedIn engagement plan for mortgage, all you need is 15 minutes per day!
Importing Your Email Database
You can build your network by importing a list of your contacts you already know on LinkedIn. This will run a one-time upload of your address book contacts, as well as their detailed contact information.
To import email contacts from your address book click the “My Network” icon at the top of your LinkedIn homepage, then click “Connections,” then “Add More Contacts.”
Type your email address in the field provided, or choose a service provider from the list below the text box. If your email provider is not supported, you can still invite people to connect by email.
Click continue and you’ll be redirected to a list of your contacts who are already on LinkedIn. You can check the boxes next to contacts you want to invite and click “Add Connections” to send invitations.
Connecting with Real Estate Agents
Make it a priority to connect with 10 new agents per day. Search “real estate agent” combined with your geographical area and send out some connection requests. You can also check the “More suggestions for you” section on the “My Network” page. This is where LinkedIn offers suggestions of people you may know based on shared connections, groups or companies.
Intent’s LinkedIn connection tool
Intent’s LinkedIn connection tool can add information from a profile to your database. Once the contact syncs over to your mortgage technology platform, you can start building relationships and marketing efforts around a real person!
Whether you love to connect with friends and acquaintances or use social media solely to engage customers and build your brand, chances are you’ve heard about Clubhouse and the benefits it can have for your mortgage business. There’s a chance, though, that you’ve not heard about Clubhouse as it still in beta and not available to the general public just yet.
While the app remains invite-only, there is a reason it has made the headlines recently. Its pioneering model may hold the key to understanding the future of social media. Add to that a flurry of A-listers who have joined the platform, the frenzy is most definitely warranted. Celebrities like Oprah Winfrey, Ashton Kutcher, Kevin Hart, Chris Rock, and Jared Leto are said to have been spotted on it.
In addition, the app has made inroads in Silicon Valley and attracted both tech users and investors. According to a Forbes article, the fast-rising startup was valued at around $100 million in May 2020 despite having only 5,000 beta test users. The number of users, however, has been growing quickly. According to the New York Times, the app had around 600,000 registered users as of December 2020.
Clubhouse, The New York Times reported, “works by letting people join pop-up audio chat rooms that disappear when they end. Once in the rooms, users are segmented into tiers determined by moderators. Users can join any chat room, see who is speaking or listening, click into a profile page and follow others.” The focus is on high-brow conversations that mimic real life interactions.
Much like a cocktail party or a clubhouse, you can circulate around chat rooms with the option to participate in the discussions or just listen in. As Vogue puts it, “topics range from influencer culture to race and feminism to chat rooms debunking myths about turning 30.” The audio, though, is never recorded. Once the chat room is closed, nothing is saved, which ensures that the conversations remain private and protected.
Clubhouse gives users the option to follow other users, join rooms, follow topics, and start rooms of their own. As the app gains more popularity, you can expect more and more mortgage and real estate experts to be found creating conversations. If you’re looking for some of the best ways to use Clubhouse for mortgage, here are some suggestions:
- Start chat rooms to share your mortgage expertise.
- Network with other mortgage professionals and real estate agents.
- Start referral rooms to focus on making referral connections outside of your own market.
- Host regularly scheduled chats for consumers where you answer questions how the mortgage process works or interview local business leaders.
According to Clubhouse, the app is not intended to be exclusive and will be released more broadly soon. As the company scales up, it will require more robust community policies and safeguards to ensure privacy and inclusion are respected. Finding the right balance between the need for moderation and the free-flowing nature of audio conversation is likely going to be a big challenge for the startup. Stay tuned for the next chapters!
Are you ready to start using Clubhouse to build your mortgage business? There are two ways to receive an invitation. A current user of the app can invite you via their main menu, or, by downloading the app, users that you are connected with will be notified that you have joined and may be able to add you to the platform.
Whether you love to connect with friends and acquaintances or use social media solely to engage customers and build your brand, chances are you’ve heard about Clubhouse. The app has attracted celebrities like Oprah Winfrey, Ashton Kutcher, Chris Rock, and Jared Leto. It has over 180 investors and has raised $100 million, promising to become Silicon Valley’s latest cash cow. Don’t pass up the chance to capitalize on Clubhouse for mortgage as well!
What is it?
Clubhouse is an audio-chat social networking app that allows users to speak to others or listen to their conversations about various topics. According to The New York Times, the app “works by letting people join pop-up audio chat rooms that disappear when they end. Once in the rooms, users are segmented into tiers determined by moderators. Users can join any chat room, see who is speaking or listening, click into a profile page and follow others.” The focus is on high-brow conversations that mimic real life interactions.
How can it benefit your mortgage business?
Clubhouse gives users the option to follow other users, join rooms, follow topics and start rooms of their own. As the app gains more popularity, you can expect to find more mortgage and real estate experts creating conversations.
In addition to learning about what other industry leaders are doing in real estate, the app is a great space for networking with other industry professionals.
How to get an invite?
The Clubhouse app is still in beta, so it is currently Apple-only and invite-only. While the developers plan to make it available more widely, there are currently two ways to receive an invitation. An active user of the app can invite you via their main menu. Or you can download the app and notify your connections, who may be able to add you to the platform.
What to do once you’re in it?
Now that you are in, you will need to build your profile.
- Upload a clear and crisp profile photo.
- Write a bio that quickly gives users insight into who you are and the value you could offer in conversations. Use emojis in your bio. Unlike any other social media app, Clubhouse allows users to search by emoji.
- Link your Instagram and/or Twitter account for people to easily connect with you.
How to navigate the hallway?
After your bio is set up, you’ll enter the hallway, which is the name for Clubhouse’s main feed. There you can:
- Enter any active public chat room to listen in or take part in the conversation.
- Start a private chatroom with any of your friends if you swipe (right to left) in the hallway.
- See upcoming discussions based on clubs you’ve followed or scheduled rooms
- Review notifications to see who has followed you, when someone you follow is speaking in a room, invitations to join a room, and when someone you follow has scheduled a room to open.
- Search the member directory.
What happens when you enter a room?
When you enter a room you’ll join in as a listener with no microphone access. Make sure to listen to the conversation and get a feel for the tone and topic. If you would like to contribute to the discussion, click the hand icon and the moderators can choose to “bring you up to the stage”.
Using Clubhouse for mortgage
To make the most of Clubhouse for your mortgage business, start chat rooms to share your mortgage expertise and network with other professionals. Just remember to schedule your room in advance with a catchy headline and topic summary.
A great idea is to start referral rooms to focus on making referral connections outside of your own market. You can also host regularly scheduled chats for consumers where you answer questions how the mortgage process works or interview local business leaders.
While you may think of TikTok as a platform for younger generations, 62% of users are age 20 or older. These users are the next crowd of homebuyers, so showing up where they’re currently spending time is the first step to leveraging TikTok for mortgage and building a relationship.
If you aren’t familiar with TikTok yet, here’s the scoop. TikTok is a video creation app that provides users filters, effects music and soundbites to create videos ranging in length from 15 – 60 seconds. The app currently has over 14 million active users a month in the U.S. who spend an average time of 47 minutes on the app during each use. Average users range from 18-44 and 37% of users have a household income exceeding $100,000.
TikTok for mortgage planners has seen significant growth in the past few months with more people being home and using the platform. As a result, older prospects are beginning to show up on TikTok more often. As a loan officer, make yourself familiar with what others are posting so you can then take those ideas and apply them to mortgage.
Successful TikToks are most often ones that feature songs, sounds or effects that are popular on the app at the time they are posted. We rounded up some tips to help you elevate your mortgage marketing on the platform.
Make educational videos
Go through each type of individual: buyer, seller, first-time homeowner, and brainstorm what they would want to know. But make it short and break up talking points into more digestable 15-second videos.
Know your audience
Think about your target audience. If your goal is to target first-time homebuyers, you could make a video to highlight 4 things to do to purchase a home in your 20s.
Consistency is key
Just like any other social media platform, to generate the best results you will need to be consistent. Create a content calendar and aim to post a few times per week.
Link to other platforms
One powerful feature of the app is the fact that it allows you to link out to Instagram and YouTube. If you have a lot of engagement on your Instagram, linking it to TikTok will help people discover you organically.
Just like other social media platforms, hashtags on TikTok help users find posts that they are looking for. Adding relative hashtags to your posts will create traffic. If you are using a song or trend, be sure to use the related hashtag.
Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find.
Answer questions your clients frequently ask
Try using a TikTok trend or simply you can simply film yourself answering a question, add the appropriate tags and some music to the background, and post it to TikTok.
Why does Yelp matter to mortgage, you might ask. Yelp has been around since 2004 and their primary goal is to connect people to local business. The service is free and easy to set up and helps keep you connected to your local community. But it also provides provides instant feedback and can help boost your rank on Google.
Why Yelp Matters
Consumers rank Yelp as the number 1 site for reviews to find local business. 78% of users rely on Yelp to search local business. Of these, 82% intend to buy a product or service. The data on Yelp for the mortgage and real estate industry is equally compelling. 51% of Yelp users search for Professional Services and 30% for real estate service.
How to Build Reviews on Yelp
Reach out to your trusted clients and partners to look you up on Yelp and give you a glowing review and 5-star rating. Do NOT copy the link and email it to clients/partners. Yelp has filters that monitor to see if people are typing your name in their search engine or if they are going directly to the page through a link.
When you reach out, ask your clients to consider including some of the following keywords in their review: real estate agent, Realtor, homebuyer, city name, and your name. Make sure, though, to only ask people whom you know well and who will give you a good review. It’s also a good idea to focus on people who are already active on Yelp (Yelp’s filter tends to ignore those who are not active) and space out your requests for reviews.
Once you have the reviews, make sure you share your 5-star reviews on your social media channels. Remember to write them back and thank them for their kind words. If it’s a partner, write a review for them in return.
Search Engine Optimization
Yelp listings often show up at the top of Google and Bing search page and can help your business stand out. Local citations on Yelp are known to influence whether your company shows up on Google.
2021 is the year to invest heavily in marketing and close more loans. But what can you expect to see in the 2021 market? Here are some trends for Mortgage Marketing in 2021:
- Housing inventory could open up
- Mortgage rates will edge up
- Home prices will keep rising, but not as quickly
- Zoom towns (housing markets that are growing in popularity due to the remote work trend) could really take off.
- City homes could get a lot cheaper
According to Realtor.com chief economist, Danielle Hale, you can “expect sales to grow 7 percent and prices to rise another 5.7 percent on top of 2020’s already high levels.” Interest rates, which have motivated many buyers in 2020, “are expected to remain low and will help ameliorate some of the affordability concerns resulting from rapid home price appreciation seen in 2020”, says Selma Hepp, CoreLogic deputy chief economist.
SOCIAL MEDIA MARKETING
To take advantage of these favorable conditions and get your message across to your target market, it’s important to know who your audience is and market to them appropriately. Millennials, for instance, represent a huge market you should tap into. Many millennials plan to purchase a home within the next 5 years meaning that they are seeking information about the house-purchasing and mortgage processes.
This generation grew up in the age of the internet, so they both respect high-quality information sources and know where to find them. Your company must provide them with the information they want and need, or they will find someone else. That’s where social media marketing comes into play. As social media becomes more professional, mortgage companies have the opportunity to reach out to strategic business partners like real estate agents and builders and develop relationships that can turn into actionable leads.
To give you perspective, five out of six millennials connect with companies on social media, meaning that it is crucial for your company to have an active social media presence where you can engage with your customers. 62 percent of millennials say that if a brand engages with them on social media that they are more likely to become a loyal customer.
Well-written and useful content can help educate leads, improve website SEO and attract internet information hunters who trust and respect good sources. Your content can also be shared via social media and can be promoted directly to your targeted audience.
Trust, reliability, customer service, communication, solutions, priority, and speed are just some of things real estate agents cherish. Make sure to have conversations about strategy and goal alignment with your referral partners for a stronger Q1 & Q2. More importantly, add value to them. There are several ways you can create value to your partners, such as:
- Lead Nurturing
Digital marketing is a broad field that relies on the internet and digital devices to attract consumers. The methods are various:
- Solid, easy-to-use website
- Good SEO
- Educational content
- Lead capture & follow up
- Ads & Landing pages
If you are pursuing leads, the only thing that matters is having immediate, predictable, and personalized follow up with purchased leads. They should be immediately prequalified and an appointment should be set for follow up.
Everything you need to generate leads in 2021 is likely already in your database! Before you buy another lead or ask for another referral, shouldn’t you have a clear understanding of what your own database can provide?
Other forms of marketing include video marketing and traditional marketing. This all seems too much? Intent Marketing can help you assess your needs and create the right marketing strategy for your audience market. Are you ready to make Mortgage Marketing in 2021 a success?
The world of marketing has changed dramatically over the last few years including the use of Facebook and other social networking sites. One very effective way to reach your target market and channel them to your website is the use of Mortgage Facebook Ads.
Facebook ads are targeted to users based on their location, demographic, and profile information. Whether you want to score new leads or work on referrals, Facebook ads should be a vital part of your strategy. Here is why:
- Facebook has a lot of users – roughly 2 billion people use the platform
- People spend a lot of time on Facebook – the average person spends more than two hours on social media sites every day
- Facebook ads are targeted – you can attract new homebuyers, renters, refinancers, YOU name it
- Facebook ads are a deal – you make the budget, this can be a very inexpensive way to reach tons of people
- Facebook ads work for more than leads – these ads will help get new leads, but also work well for building relationships with your current database
WHERE TO GET STARTED?
The first step to getting started with Facebook ads is to create a business page from which you can advertise.
To create a page, just click the + button in the top right corner and select “Page”.
In addition to a Facebook page, you have the option to create a Facebook Business Manager account. While this is not required, there are several reasons why you would want to do so. For example, if you:
- manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts or apps
- want complete jurisdiction over your assets without giving ownership to people who assist your business operations
- have multiple people who work on your marketing or manage your Facebook or Instagram business presence
- want to request access to other Pages, ad accounts and apps, or share your own with other agencies.
To create a Business Manager:
- Go to business.facebook.com/overview.
- Click Create Account.
- Enter a name for your business, your name and work email address and click Next.
- Enter your business details and click Submit.
The next step is to set up your Facebook pixel. Pixel is a few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads more relevant to your audience.
To create a Pixel:
- Go to Facebook Events Manager > Pixels.
- Select Create a Pixel.
- Enter the name for your pixel and select Create to confirm.
- Choose your installation method
There is a wealth of benefits that come with setting up a Facebook pixel, such as to deliver a campaign to reach people who visited a product page but didn’t complete a purchase to encourage them to go back to the website to do so. You can also create an audience of everyone who’s visited your website in the past 30 days (and even lookalike audiences based on data gathered from your website traffic).
If you already have a Facebook business page and a pixel installed, you can head straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign.
At this stage, you will notice that your Facebook ad needs 3 parts to run: a campaign, ad set and ad. All these parts make up what’s called the campaign structure. Knowing how they work together will help your ads run the way you want, and reach the right people. Let’s break it down!
Campaign: A campaign is the foundation of your ad. Here, you’ll choose an advertising objective, whether it be awareness, consideration or conversion. Before you create your Mortgage Facebook Ads, first consider what your business goals are! For example, if your business goal is to send people to a URL, you’ll likely want to select Traffic as your objective. Conversely, if you want to collect leads for your business, Lead Generation could be your best bet.
Ad set: An ad set tells your ad how to run. At the ad set level, you’ll create an audience for your ad using Facebook’s targeting options. You’ll define your audience by choosing things like location, gender, age and more. You’ll also create a budget and set a schedule for your ad and choose your placements. Keep in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.
Ad: Your ad is what your customers or audience will see. At the ad level, you’ll choose your ads creative, which may include things like images, videos, text and a call-to-action button. Learn how to make design ads that work. Keep in mind that you can have multiple ads within a single ad set. This is especially helpful if you are looking to split-test ad copies.
FORMATS OF FACEBOOK ADS
There are five different formats you can choose from. The ad formats you can use depend on your advertising objective. Your objective can also affect the placements (Facebook, Instagram, Messenger, Audience Network) where your ads can appear. Let’s see what they are:
- Image: we recommend using images of your product or brand.
- Video: adding movement to your ads can make them more eye-catching in News Feed.
- Carousel: carousel ads showcase up to 10 images or videos in a single ad, each with its own link.
- Collection: the collection format features multiple products and opens as an Instant Experience when someone interacts with it. Your customers can discover, browse and purchase products from their phones in a visual and immersive way.
TARGETING YOUR AUDIENCE
Who is the kind of person who might become a lead for your mortgage business? There are a number of ways you can define this using Facebook ads, including:
- Location: You can sort by people who live in a specific location and exclude people who are merely traveling to your location. This is great if you live in an area with a lot of tourists.
- Demographics: Choose your audience based on age, gender, education, job title and more. You can keep track of the types of people your ads are reaching, but Facebook will never share personally-identifiable information about them. If you are in the financing or real estate industry, it’s important to know that
- Interests: add interests and hobbies of the people you want your ad to reach—from organic food to action movies—and make your targeted ads more relevant. .
- Behavior: Target your ads based on consumer behaviors such as prior purchases and device usage.
- Connections: Choose to include people who are connected to your Facebook Page or event, or exclude them to find new audiences.
Due to Facebook’s non-discriminatory policies, for ads in special categories (Credit, Employment or Housing), the following audience options are different or unavailable:
Locations: You can target your ads to people by geographic location (such as country, region, state, province, city or congressional district), but not by ZIP code. Specific locations you select will include a 15-mile radius around that targeted city, address or pin-drop. For example, if you want to reach people in the city of Seattle, your audience will also include people within a 15-mile radius of Seattle’s city center.
Age: You can’t edit this option. Audiences must include ages 18 through 65+.
Gender: You can’t edit this option. Audiences must include all genders.
Detailed Targeting: Some demographic, behavior and interest options are unavailable. Excluding any detailed targeting selections is also unavailable.
Audience Expansion: You can’t use targeting expansion or lookalike expansion options if your campaign is part of a Special Ads Category.
As loan officers inevitably fall into this category, drilling down on an audience can sometimes prove incredibly difficult. Along with these restrictions to interests and behavioral targeting, Facebook introduced what it calls a “Special Ad Audience” in the “Ad Set” settings. This means that lookalike audiences are out of question for these types of ads.
The good news is that, apart from the name, these Special Ad Audiences introduced by Facebook are virtually identical to Lookalike Audiences used in the conventional campaign targeting. In fact, they’re created within the same area of Ads Manager with the same menu.
According to Facebook, the Special Ad Audience is filtered to prevent discrimination, although it hasn’t divulged exactly how that happens. As a best practice, we recommend loan officers to upload a list of working leads and create a Special Ad Audience based on it. From there you can play around with some of the detailed targeting features available to narrow the audience down.
Facebook measurement unlocks the potential to optimize your ads, understand your audience and grow your business. One of the greatest things about Ads Manager is that you can see all the basic metrics at a glance. Let’s check some of these performance measurements.
Budget: The maximum amount you’re willing to spend on a campaign on average each day or over the lifetime of your scheduled Mortgage Facebook Ads. For example, when you view your campaigns, this column will likely tell you that your campaign uses the ad set’s budget, unless you created a campaign with Campaign Budget Optimization. When you look at ad sets, this column would display the budget you chose when you created your ad set.
Results: The number of times your ad achieved an outcome, based on the objective and settings you selected. For example, if you chose Engagement – Event Response as your campaign objective, your results would display the number of Event Responses attributed to your ad. If you chose Traffic, your results would display the number of link clicks attributed to your Mortgage Facebook Ads.
Reach: An estimate of the number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.
Cost per result: The average cost per result from your ads. If you choose Engagement – Event Response, Cost per Result tells you the cost per event response. If you choose Traffic, Cost per Result tells you the cost per link click.
Amount spent: The estimated total you’ve spent on your campaign, ad set or ad during its schedule. For example, this column may display $0.00 for a campaign that’s in review, or $6.57 for a campaign that was recently approved and started running. This number should always be less than your Budget.
Ends: The date your campaign is scheduled to stop running. For example, if you set an end date when you scheduled your Mortgage Facebook Ads set, this column would display that date. If you did not choose an end date, this column would say Ongoing.
There are several other metrics that Facebook makes available within Ads Manager. You can customize the columns to show these different metrics and breakdowns by clicking the Columns or Breakdown tabs.
Alternatively, you could use Facebook Analytics to gain more insight into your audience. To access Facebook Analytics, you must be the admin of an event source, like a pixel or app. You can also use Facebook Analytics if you have a role on someone else’s event source in their Business Manager. If you don’t already have a role, you must ask an admin to assign you one.
To open Facebook Analytics on the web, go to https://www.facebook.com/analytics in your browser. Closely monitor how your campaigns perform in the Facebook Ads Manager dashboard. If a campaign isn’t performing well, put your money into an ad that is instead.
If you’re just starting out, it might make sense to run several ads with small audiences and budgets. Once you’ve determined what works best, use winning Mortgage Facebook Ads as your primary campaign.
As the largest professional network in the world, LinkedIn is undoubtedly the most effective social media platform at helping mortgage professionals become and stay connected. LinkedIn helps users get their name in front of countless professionals in their industry as well as those in other industries. But with so many LinkedIn users worldwide, how do you make your LinkedIn profile stand out from the rest? It’s a good idea to make sure it has all of the following:
A Profile Picture– A photo humanizes your profile and provides your connections a visual to “put a face to a name.” Additionally, studies have shown that profiles with photos receive 21 times more views than profiles that don’t include a photo.
A Summary– A summary is an important piece of a profile, but it is often missing. A good summary shows how you present yourself as a professional and says not only what you do, but what drives you to do it. Click here to learn how to write a great LinkedIn summary. A captivating summary is sure to help your LinkedIn profile stand out
A Custom Headline– Make your headline memorable. While it is quite common for users to use their job title in their headline, consider spicing it up a bit. Your headline is the “so what?” of sorts to your profile, as it explains what you can do for your connections. Learn more about LinkedIn headlines, here.
Your History– Ensure that your employment history and educational history are complete and up to date. This will make you 18 times more likely to be found in a search!
Updated Information– Always keep your contact information updated on your LinkedIn profile. This info is only viewable by your connections.
In addition to all this, try to give your LinkedIn profile some “personality.” Add a background image featuring something that captures your interests and include any volunteer organizations or clubs that you are involved in outside of your job.
For more information about how to make your LinkedIn profile stand out, click here.
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