We sat down with Shanair Johnson of Keller Williams to chat about how she has used Facebook Video Ads via Homesnap Pro Ads to dramatically increase lead flow. Shanair has been a Homesnap Pro user since April 2016. She is part of the MRIS MLS, serving Baltimore, Potomac, Rockville, Annapolis and many other parts of Maryland.
It Started With a Simple Email
One day, Shanair received an email from Homesnap suggesting she try a Do-It-Yourself (DIY) Facebook Video Ad. She knew videos are trendy and highly engaging. She was having trouble getting foot traffic at one of her listings, so she decided to give it a try. Her ad ran from November 19, 2017 – January 10, 2018.
Strategic Content Design
As a seasoned agent, Shanair knows that a good photographer can give any home palatial appeal. “People don’t trust photos,” she says. “It’s easy to doctor up photos.” Moreover, she reasoned that a DIY video would give her two other distinct advantages. First, it allows her to tell a story as a prospect tours the home.
“When someone is looking at static photos, you don’t have the chance to talk to them, to highlight great features of the house they might miss on their own, or to re-position any quirks that might otherwise be seen as negatives. You get to explain things before prospects even ask about them.”
Second, by putting herself on camera, Shanair was also able to put some of her personality into the video. “It gave prospects the opportunity to get to know me. I was able to demonstrate that I’m a fun, trustworthy, knowledgeable agent even before we met in person. The ability to build a little trust is huge.”
The Results of Shanair’s Facebook Video Ads
Shanair ran her DIY video on Facebook for 52 days. With an all‑in budget of $73, her cost per lead came to $0.68.
“My client was pleased with all the interest in her home, but the biggest benefit was to my own personal branding,” Shanair says.
“Facebook videos are the best thing you can do right now to get your name out to a lot of people at one time. I’m currently working with three or four of the people who submitted leads, and I expect I’ll work with more as I continue to nurture them over time.”