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[Page//FBSLF] Foolproof Photos 1200x628

If you want to capture the attention of real estate seller leads on Facebook, you have got to have an attention grabbing image.
The photo you use in your ad will be the first thing that grabs the lead’s attention and you want to grab and hold on.
Your ad photo is very important. Very.
For some reason, we (real estate agents) massively underestimate the power of photos.
The old adage that “a picture is worth a thousand words” (~Arthur Brisbane) is true. VERY true.
It refers to the notion that a complex idea can be conveyed with just a single still image.
So the deeper question is… what complex idea are you trying to convey in your ad image?
That’s what I’m going to help you with today… how to use images that resonate with prospects, images that compel prospects to take action on your ads.
Here’s the first tip… don’t use stock home/house photos for your ads.
Use photos that connect on a social and emotional level with the leads you are trying to capture.

Here are some questions to ask yourself to help guide you through this…

1. What can you take a picture of that is recognizable & local?
In our efforts to “get our ads out there” we tend to just throw up an image and hope it will be ok.
But, if you want your ad to work, you’ve got to connect with the prospect.
The key here is… the photo that you use will directly depend on the audience you are targeting, the message you are trying to convey and the action you are wanting them to take.
Since your goal is to find people who want to move in your area, you should definitely be using pictures that are recognizable and local.
Think about neighborhood features, unique houses in the neighborhoods you serve.
Think about community parks, trails, activities, events.
Think about favorite businesses & venues.
All of these are places, things & events that people connect with.
Any one of them are reasons why people move. Use them!
2. What message does your photo convey?
Seriously, what emotional message does your picture convey?
Selling a home is emotional. People sell for emotional reasons.
Oh sure there are real circumstances that instigate their desire to sell… but their desire to follow through, who they choose to use to help them, even the offer they accept… is all based on emotion.
We like to think that we don’t make massive financial decisions based on emotion. We like to profess that it’s all logic. But that is simply not true. We are human!
Remember, your photo needs to connect with the seller prospect on the emotional level. On the emotional reason why they are selling.
3. Does the photo include embedded text?
If so, what words? Are those words necessary?
Always keep in mind that a picture is worth 1,000 words and the perfect picture doesn’t need words.
A foolproof photo will convey the message without any text.
Stop trying to “sell” and instead, focus on connecting emotionally with the seller prospect.
4. What are its dimensions?
I can not tell you how many times I’ve seen photos messed up simply because the user didn’t size the image to Facebook’s recommended dimensions.
It’s not hard. In fact, it’s insanely easy when you use Canva to resize the image.
Facebook’s image dimension recommendations for Facebook ads is 1200×628 pixels.
Often, you’ll see self-professed Facebook “experts” out there giving different dimensions.
Perhaps they are even saying your image can be smaller. Yes. Perhaps.
However, the clue here is what Facebook prefers and in this case, Facebook knows best.
Facebook knows that your image will be displayed in multiple operating systems, on multiple devices.
Facebook knows the best image dimensions to make your image look it’s absolutely best across all of these platforms and devices.
Ignore everyone else. Listen to Facebook.

Something else to always remember…

The minute a photo is created, a copyright is created. That means it is legally owned by the creator.
It doesn’t matter if the image has a copyright symbol (©) on it or not. Upon creation, it’s copyrighted by the creator.
What does this mean?
It means that if you didn’t take the photo, NO MATTER WHERE YOU FOUND THE IMAGE, you are not allowed to use the image.
  • It doesn’t matter if you found it in a Google search.
  • It doesn’t matter if it’s on your local Chamber of Commerce’s website.
  • It doesn’t matter if other people are using the photo.
You are stealing the image when you use it.
The only photos you can use, for any reason, without anyone’s permission, are photos that you took yourself.
Photos that you used your camera or your smartphone camera to take.
The only other photos you can use are photos that you have WRITTEN permission to use.
  • This includes stock photos that you purchase through sites like Canva.
  • This includes photos other locals have taken and shared online.
Sometimes you can find photographers who willingly share their images.
However, you need to confirm, in writing, that you can use these images for commercial gain.
Yes, using photos on your real estate Facebook page or on your real estate blog site is commercial gain.
I’ve seen too many real estate agents claiming ignorance on the topic of image ownership copyright.
Don’t be one of those unethical real estate agents.
Consumers are intuitive. Consumers know when you are pulling unethical stunts.
Don’t ruin your reputation, both amongst your peers and with consumers, over a photo.

So there it is…

Are you giving enough thought to your images?
Are you losing the opportunity to capture prospects because you are simply throwing up an image that doesn’t resonate with them?

If you’ve missed out on the other pieces of this training series, here they are for you…

There are 4 essential elements that are required if you want to generate real estate seller leads from Facebook (start here).
You will want to have these all in place before you spend time inside Facebook’s Power Editor creating your ads…
  1. You want an ideal destination funnel for the traffic you are going to generate.
  1. You need foolproof photos that grab homeowners attention.
  1. You need to write words that woo, words that convince homeowners to take action and convert homeowners into your database.
  1. You need the perfect targeting that doesn’t waste your time or your money.

Now all you’ve got to do is put in the work and then mesh it all together.

 Written by Christina Ethridge - the founder of Leads and Leverage, helping overwhelmed business owners eliminate the marketing chaos and get more customers. Simplify your marketing & bring in more sales. 
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