Shirley Siao

Mortgage Loan Originator

NMLS: 1242994

Facebook Retargeting Ads During the COVID-19 Pandemic

During the Coronavirus Pandemic, here are some strategies for mastering Facebook Retargeting Ads and messaging rules to your audience on social media.

Extend Your High-Performing Ads
Save time and money by using ads that are currently running and have already proven successful. Not only does it eliminate the learning curve but also you won’t have any delays in running your ads. Facebook has stated that ad approval is delayed due to staffing issues. So your best bet is to use your current ad and do so without editing. However, there’s one caveat. If your best running ad has wording or images that are inappropriate for the current situation (such as an image of people shaking hands), then you’ll probably want to edit it.

Build Your Brand Awareness For Future Conversion
We already mentioned that consumers are spending more time on social media. And as the shelter-at-home order extends, so will the desire to connect through social media. Which — you guessed it –increases ad visibility opportunities.

Remember that building your brand and communicating your value is just as important as getting a click. Every time a prospect sees your ad, the connection with your brand strengthens. And the stronger is it, the more they trust you, and the more likely it is that they will do business with you.

Grow Your Leads and Fill Your CRM
Did you know that you capture leads right on Facebook, without requiring the prospect to click through to a landing page? With FB lead capture ads, the prospect sees an ad with a CTA to fill out the lead capture form right from the platform. You’ll be able to download a spreadsheet of your leads from your Facebook ads manager. What’s the benefit of within-platform lead captures? Why not just send them to your mortgage landing page? It has to do with simplicity. The less work they have to do (clicking around), the more likely it is that they will do the action (fill out the lead capture form). And doing it all without leaving FB is very simple.

What should your message be? One of the worst things you can do during times of crisis is to say something insensitive. It’s also just as damaging to ignore the challenges that our country is currently facing.

The goal for your mortgage ad is to be positive but not ignorant. Keep Prospects Informed But Don’t Be an Alarmist. Share mortgage news is valuable, but make sure to do so in a way that doesn’t capitalize on their fear. Be mindful of dramatic language. People are genuinely feeling vulnerable right now, so it makes a big impact when lenders offer to help or demonstrate how a new loan can help.

*Courtesy of Blog.LenderHomePage.com


* Specific loan program availability and requirements may vary. Please get in touch with your mortgage advisor for more information.