I'm a Realtor/Investor in the Philadelphia market. I do a lot of marketing for off-market deals on paid Facebook ads. Lately, my lead flow has struggled (CTR-ALL has been declining and CPL has been significantly increasing). Some of this might be do to seasonality (I don't have anything to compare to because I started marketing on FB about 9 months ago). Recently, I began calling expired investment property listings. It's been a while since I have done this. Wondering if anyone has a benchmark of #of calls-to-lead conversion rate for this activity? Also, interested to hear what other investors are doing. Feel free to reach out to discuss further.
Hey Thomas, seasonality may be a factor but you may just need to switch it up with new marketing material as the old may have been seen before. Direct marketing can be pretty time/energy consuming, have you considered buying directly from wholesalers?
Facebook is a wild and inconsistent "beast" when it comes to digital marketing. You constantly need to refresh creatives due to audience impression fatigue. Plus, competition on the platform fluctuates, so you always need to stay 1-2 steps ahead while managing your campaigns. That’s why I prefer Google—it's much more stable since it targets actual intent through the keywords people are searching for.