The Ultimate Guide to Facebook Advertising for Mortgage Leads

As technology continues to advance, there has never been a better time to generate mortgage leads. Rewind 30 years, and mortgage brokers, realtors and other industry professionals depended on local newspapers for their leads. Most had to call the newspaper by Sunday to have their ads run the following week. It was also one of the ways real estate professionals networked with each other. Today, these professionals can use Facebook advertising for mortgage leads.

In fact, if you are a loan officer and you are not using Facebook as a tool to find new leads, you are leaving money on the table. With so many Americans either owning a home or looking to buy one, there is a good chance you could find potential leads simply by going through your own Facebook friends list.

At any given time, a small share of adults online are actively looking to buy a home. That means you need to be in front of your audience whenever they are online, so those buyers know you can help them secure a mortgage loan.

So, what is the best way to find valuable leads through Facebook? The following guide will show you how to quickly and easily close the gap between you and your competitors.

Facebook as a Search Engine

Before we begin, it is important to understand that people are always searching Facebook for information. That means potential clients are also searching for information, including who to contact for a mortgage loan. Not to be confused with SEO for mortgage leads, a quality Facebook campaign can certainly generate leads for a mortgage business.

Even if they are not directly looking for the information when they are online, with the right timing and the right advertising, potential clients will be enticed to click on your ad just because you caught their attention.

Remember, consumers now turn to social media before they make purchases. For many, Facebook is not just another social media platform, it is one of the primary ways they spend time online. So, if you want to attract the best mortgage leads, you need to understand how to use Facebook advertising.

The Basics of Facebook Advertising

There is no need to worry if you have spent more time in the mortgage world than the digital marketing world. Facebook ads are not complicated once you understand the steps.

There are some terms that are important to know. In pay-per-click (PPC) search advertising, you target your clicks based on searches. On Facebook, you target Facebook users by who they are and what they do.

Choosing the right image for your ad will get your potential client’s attention, so use strong image selection when creating your ads.

Another important part of your ad is the headline. You may hear the term “writing copy” when learning about Facebook ads, which simply means writing the ad itself.

Your campaign is the objective your ads fall under. Each ad is part of your campaign to help drive leads to your website’s landing pages.

How to Create an Ad

To begin creating your ad, open Facebook Ads Manager and create a new campaign. You will be asked what your goal is. You want to do more than simply boost a post: you want to drive traffic to your website and increase the number of conversions on it.

You will also need to decide who your target audience is. You can narrow it down by:

• Location
• Interests
• Behaviors
• Demographics

There are many more sub-levels, but this overview shows how specific you can be with your audience. The more carefully you narrow down your target audience, the better your conversions will be.

Once you have your target audience, think about the message you are trying to convey. You want an ad that is visually enticing, with the right words and a compelling call to action (CTA).

Also keep in mind that more people search for “real estate” than for “mortgage”. Don’t create all of your ads from the mortgage angle. For example, you can use topics like:

• Foreclosure lists
• Coming soon listings
• Market reports
• Real estate listings
• Community guides

These topics get people more excited about your ads than simply talking about loan applications and interest rates. As you become more comfortable with Facebook advertising for mortgage leads, you will see an increase in conversions and in your bottom line.

At Local Blitz, we know this process can be confusing and frustrating, but we are here to help. As Facebook ads specialists, we have run a large variety of campaigns for different clients. If you want a consultant to help increase your mortgage leads, or someone to take care of it for you, Local Blitz has you covered. See also our guide to PPC for mortgage leads.