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FACEBOOK PLAYBOOKFORREAL ESTATE AGENTSHow To Generate TONS ofHigh Quality Buyer and Seller LeadsUsing Facebook!Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents2We’re excited to share with you our very latest marketing paper for real estate agents. Thisone focuses on the hottest marketing platform out there right now: Facebook.Kristie Filion -- our resident Facebook guru -- has put together this step-by-step documentthat you can follow today to start your very first Facebook campaign. Kristie has workedwith hundreds of agents, like you, setting up lead generation campaigns on Facebook. Thispaper will show you how to get up and running fast with quick, easy-to-follow steps.If you’d like more information on Craig Proctor’s Quantum Leap Real Estate SuccessSystem, including how you can attend one of Craig’s FREE half day seminars, visitCraigProctor.comWe’ve also provided a link to some of FREE Internet marketing resources and tools whichyou many find useful. Visit CraigProctorSuccessWebsite.comEnjoy, and let us know what you think!Craig ProctorFounder and CEOCraig Proctor CoachingStephen RaittCo-Founder and PresidentSuccessWebsite.comCopyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents3IMPORTANT NOTEUsing Facebook to promote your services is a great business decision, BUT you mustunderstand at the outset that, like most Social Media services, it changes frequently.Features are constantly added, removed, or changed. We’ll do our best to keep thisdocument up to date, but be aware that the screen illustrations, layouts and terminology inour step-by-step instructions may not sync up exactly with Facebook. If you really needhelp figuring things out, give the SuccessWebsite Internet Marketing Team a call at 1-800361-9527.You should also be aware that the Facebook Advertising Team frequently announces newfeatures to try, use, and test. We strongly advise you to learn and master the basics beforeconsidering expansion. Don’t stretch your marketing budget on anything without a solidunderstanding of how it works, and a good sense of your likely return on investment.Remember that your focus should always be on generating leads as effectively andINEXPENSIVELY as possible.DISCLAIMERThis material is intended for education purposes only. The author and publisher of thiseBook and the associated materials have used their best efforts in preparing this material.The author and publisher make no representations or warranties with respect to theaccuracy, applicability, fitness, or completeness of the contents of this material. Theydisclaim any warranties expressed or implied, merchantability, or fitness for any particularpurpose. The author and publisher shall in no event be held liable for any loss or otherdamages, including but not limited to special, incidental, consequential, or other damages.If you have any doubts about anything, the advice of a competent legal, tax, accounting orother professional should be sought. This material contains elements protected underInternational and Federal Copyright laws and treaties. Any unauthorized reprint or use ofthis material is prohibited. Trademarks are property of their respective holders.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents4THE END GAME:FACEBOOK CAMPAIGNS THAT WORKRemember back when Facebook was all about getting more likes, shares and comments onyour posts? Originally a social networking site, Facebook was (and still is) a great way toconnect with family, friends and other groups. In fact, 80% of the population now usesFacebook!In the beginning, very little advertising occurred on Facebook. But today, the game hascompletely changed. More and more, smart marketers have discovered that, because of itsomnipresence, Facebook is an extremely effective delivery mechanism for advertisers.After all, what do advertisers want? They want their ads to be seen! When you post an adon Facebook you can reach thousands of time-wasting distractigators (not a real word yet). And if your message is good enough to compel them to snap out of passive scroll-bymode and tap your ad, you win!NOT A FACEBOOK USER? NO PROBLEM!If you’re not a Facebook super freak - posting 10 times a day, with a ton of friends - this isnot a problem. In fact, all it takes is one simple post and a marketing budget. Facebookdoes all of the leg work for you. And once you find a winner, it’s simply wash, rinse andrepeat. So don’t let this Social Media giant intimidate you. With these simple strategies,we’ll have you advertising like a pro in no time."Facebook is a fine choice for a marketing medium, it just takes patience and some computersavvy and, like any other campaign, it needs a balance of those 3 crucial issues – Media,Message, Market – to work at its optimum level." -- Rick Brash, Craig Proctor CoachCopyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate AgentsTHE STORY OF A FACEBOOK LEAD.Local Buyer or Seller (“The Prospect”) sees your ad post on Facebook.(See Step 1: Set Up Your Facebook Page)The Prospect thinks “Hmm. this is interesting, think I’ll check it out.”(See Step 2: Make An Offer)Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com5

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate AgentsThe Prospect lands on a Squeeze Page that makes a compelling offer.(see Step 3: Optimize Your Landing Page)The Prospect decides to “raise their hand” and request the information you are offering.(see Step 4: Conversion Tracking and Expectations)Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com6

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate AgentsYOU follow-up with The Prospect via phone, SMS and/or email to provide the informationrequested, PLUS, You have a new lead in your pipeline for very little cost!(see Step 5: Follow-Up Is Everything!!)Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com7

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents8STEP ZERO: DETERMINE YOUR TARGETPROSPECT FOR THE CAMPAIGNHere’s the first question you should ask yourself: “Who is the Target Prospect for thisad?” How can you attract them? Too often we get bogged down in the details of setting up acampaign and miss this crucial step.If you want to attract the right audience you need to know: who your customer is where they live what features and benefits they are looking forI like to refer to this practice as building an “avatar”. How old is your customer? What kindof home is she looking for? Where do they live? An example could be: “My client is a local,move-up buyer in the Whitby Area who is looking for a deal.”If, like the example above, you are going after local buyers and sellers, one of the bestfeatures available within Facebook is its ability to target ads geographically. Facebook letsyou choose where your audience lives, right down to the zip or postal code in some cases.We’ll get into more detail later, but this is just one example of how Facebook can work foryou.Ok. You’ve figured out who the target market is for your ad.So. Now what?Basically, you’ll have to complete two steps to get up and running with FacebookAdvertising. You need to set up a Facebook Page and you need to Post an EngagementAd.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents9STEP 1: SET UP YOUR FACEBOOK PAGEThe first step in running an effective Facebook ad is to set up a “Community Page” that willact as a delivery platform or storefront for your ad posts. This is essentially your business’home on Facebook. Since all the Facebook ads you’ll be posting will direct viewers to thispage, it is important that its format be clear, concise and actionable. (More on this later.)Here is my step-by-step guide to setting up your own Facebook Page.Before you start, you’ll need a graphic for your page’s Profile Picture that also reflects thesubject matter. (The Profile Picture is the small square picture at the top left of the page.) Inthis case we’re offering a specific type of property, so a map with some push pins ofavailable properties in that area is a good fit. I’ve added some text to let people know theycan “Search Bellevue Bank Owned Homes” at the page.You could also use a nice picture of a house in your target area. Just make sure you haveproper copyright in your photo. For resources on purchasing photos you could tryFotolia.com. You can also use screenshot add-ons for your browser – these can easily befound through a Google search.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate AgentsSET UP THE FACEBOOK PAGEStep 1: Login into your own personal Facebook account.Step 2: Click the small arrow on the top right corner of your screen.Step 3: In the dropdown menu clickon the Create Page option.Step 4: Choose your page type. I suggest choosing the Community Page option.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com10

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate AgentsStep 5: Give your Community page a name -- and don’t beafraid to be specific.Choose a name that includes the area you wish to targetand the type of information you plan to provide. Here aresome examples:Bellevue WA Bank Owned Homes for InvestorsBest Detached Home Deals in York RegionCalgary Condos and Single Story Home Deals forEmpty NestersLuxury Single Story Home Deals in Scottsdale AZStep 6: Add some details to the page.Add a briefdescription of yourpage, along with aCall-To-Action.Include yourunbranded domainname.Choose “No” sincethis is not a page fora real organization,cause or event.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com11

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents12Step 7: Upload yourProfile Picture foryour page.You can then clickthe “Skip” buttonto bypass the 3rdand 4th steps inthe setup process.Once you have uploaded the Profile Picture, your page should look something like this:Facebook will takeyou through a tourof what eachsection of the pageis and how itworks. If you cantake the time to gothrough the shorttutorial, it’s worthknowing what allof those numbersand statisticsrepresent.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at CraigProctorSuccessWebsite.com

Craig Proctor SuccessWebsiteFacebook Playbook for Real Estate Agents13STEP 2: MAKE AN OFFER(SETUP PAGE POST ENGAGEMENT ADS)Sadly, unlike the “Field of Dreams”, just because you build it doesn’t mean they’ll come.Now that you have setup your storefront, it’s time to start pushing some product (or sellingsome houses!). What we now have is a platform to deliver our ad content and it’s time tostart posting!Before you begin, you need to have a clear idea of what your offer is going to be and how tobait your audience with compelling copy, images and headlines. In the biz we call this “clickbait”.I absolutely love the flexibility I have when posting ad content on Facebook. Unlike GoogleAdWords, there are no character limitations and no penalties for excessive capitalization.Go ahead and post an ad with twelve exclamation marks - just because you can!Below is a real example of a “Page Post Engagement” ad we ran for Instant Access to LuxurySingle Story Home Deals in Scottsdale, AZ. (See that in the title of the page?) On an averagemonth, this ad would pull 75 - 100 local buyer leads.Copyright 2015 SuccessWebsite.com - ALL RIGHTS RESERVEDFor more information on Craig Proctor’s Real Estate Success System visit CraigProctor.comCraig’s Free Internet Marketing Resources can be found at