How Do I Take Advantage of Facebook Ads in My Mortgage Marketing Business?

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February 6, 2018 | By RGR Marketing Blog

How to Improve Your Mortgage Marketing Business With Facebook Ads

For most businesses, Facebook Ads are a valuable resources to help companies turn a profit. However, if you haven’t done your homework, even tactful marketers won’t see an improved ROI from Facebook Ads. But you have to remember: it’s not a one-click effort; it’s a process that unfolds over time.

According to SlideBean, there are three common pitfalls that prohibit companies from turning a profit with Facebook Ads:

There’s a lack of knowledge about what makes a successful Facebook campaign
Companies abandon their efforts too early
Or brands hire the wrong company to oversee their Facebook Ads.

Fortunately, we’ve done the research, and we’re here to help you improve your mortgage marketing business by using Facebook Ads — the right way.

Understanding the Platform: Using Facebook for Mortgage Marketing

As you craft your Facebook Ads for your mortgage marketing business, it’s important to keep in mind the parameters of the social media platform. First and foremost, “Facebook is a content platform, which means that people are there to consume, create and share content.” And secondly, “Facebook is a social platform. Which means that people are there to interact, communicate with, and enjoy their friends and family.”

By understanding why your clients are on social media, you can start to crack the code of successfully using Facebook Ads.

Back to Basics: Everything You Need to Know About Facebook Ads

In order to successfully use Facebook Ads, the first thing you need to do is know your audience. Who are you trying to reach? Start honing in on your target audience by creating personas: outline the gender, age, location, budget, preferences, etc. of your audience network. Knowing your audience impacts the content you share in your Facebook Ads.

Once you feel confident about your understanding of your target audience, it’s time to do a deep dive on ad placement. Facebook Business isn’t just about sharing an advertisement on Facebook; rather, businesses are given the choice to run ads across Facebook, Audience Network, Instagram, and Messenger.

Further, mortgage marketing businesses are given ad placement options on both mobile and desktop, allowing your company to be precise about reaching the target audience you’re after.

After deciding where you want to run your Facebook Ad, concentrate on what you want to show your audience. Ask yourself what kind of content is going to hook your target audience and drive traffic to your website?

Typically, your ad should be a combination of copy and images. In terms of copy, there are a few things you should watch for to make sure you maximize your audience engagement with the ad:

Don’t neglect your grammar; you want to be credible.
Be creative: start your ad with a question that relates to your audience.
Make sure your ad communicates a benefit: what value are you providing?
Include a call to action; be explicit in asking your customer to click.
Refer to the Facebook Ad Guidelines; avoid any banned words to keep your ad operational.

Choosing the right image to pair with your ad content is important, too. Avoid any stock photos, as you want your content to appear original and unique. Likewise, make sure the image is consistent with your brand. You don’t want the content in your ad to seem to different from the content on your website, and people should be able to make the connection easily from one to the other.

Finally, a successful Facebook Ad campaign is all about being hands-on. Your work isn’t done after you post the ad, so make sure you manage and measure your ad. Once your ad is live, Facebook makes it easy for you to monitor performance, and to edit your campaign. Your Facebook Ads can evolve, so make sure you use the Facebook Ads Manager to make adjustments and reach your target audience.

Are you ready to start meeting your mortgage marketing business goals? Start using Facebook Ads today as part of a larger overall strategy that includes purchasing high quality mortgage leads from RGR Marketing, today!

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