How Mortgage Brokers Can Crush It With Facebook Advertising:

Regardless of your feelings towards Mr. Zuckerberg and social media, one can’t deny its power of it. 

In this post, I’m going to be revealing the 4 simple steps any mortgage broker can use to crush it with Facebook ads. To be clear, when I say “crush it”, I’m referring to getting an abundance of qualified leads at dirt cheap rates.

Now, before I continue, allow me to address the elephant in the room…

“I’ve tried Facebook Ads before. I spent $500 and got 5 leads and none of them picked up the phone. Facebook ads don’t work for my business.”

We hear this on almost every strategy session we’re on and our response is always the same…

If you don’t know what you’re doing, Facebook Ads are a terrific way to waste your money.

Let’s move forward.

First things first, contrary to what their PR department will have you believe, Facebook Ads are not beginner-friendly…

Quite the contrary.

To win with Facebook Ads in 2022, you must be a master.

And to become a master, there are a few things you must get right, namely:

1) The offer you’re presenting to your audience.

2) Your audience targeting.

3) Your copywriting.

4) Your image.

One, the offer.

The offer is the spearhead of your marketing message and is by far the most important piece of this whole equation.

Your offer must be designed so that when your ideal client is scrolling through their feed it stops them and forces them to consume your marketing message.

We’ve tested tonnes of offers over the years, and by far and away the most effective offer to make to cold traffic on Facebook is a free eBook offer.

A free eBook offer is going to appeal to a very wide market and get enough people through the top of our sales funnel to make this whole exercise profitable.

When someone downloads our free eBook we know that they have some level of interest in getting help in a mortgage, but they are no means qualified, which is why we need to put them through a sales funnel (more on that in another post).

Two, the audience.

Before we start advertising we need to know who our ideal client is.

So let’s say our ideal client is a 42-year-old male with a wife and two kids, who is college-educated, has a home valued at 1m+ and a job earning him 150k+.


So, now on Facebook we can build out our audience and target people who fit this avatar.

So our audience will look something like this.

35-55-year-old male, university/college graduate, interested in Wall Street Journal/Australian financial review, Mercedes and Rory Mcllroy.

Plug those into Facebook and we’ll now have a pool of millions of people who are great candidates for your services (audience size will be dependent on the population of your target market).

Three, copywriting.

For the main text element of the ad, you want to use long-form copy – 400 words or more.

You also want to use the AIDA formula.

A – Attention:

“If you’re a homeowner looking to become mortgage-free 5-10 years early…

Then this might be the most important post you’ll read all year…

Here’s why”

I – Interest:

“Due to the pandemic, interest rates are at record-breaking lows which has provided a once in a lifetime opportunity for homeowners to save big money on their mortgage”

D- Desire:

“So if you’re looking to retire younger and wealthier whilst paying less each month on your mortgage then you’re in luck”

A: Action:

“Because we’ve recently created a brand-new free eBook which will walk you through the 10 steps you can take right now to take advantage of this opportunity – check it out here [link]”

Thats a very short, summarised version of a message that worked throughout all of 2020 & 2021 on Facebook.

However, the most important element of the copywriting isn’t the body copy…

It’s the headline.

The best piece of advice I can give you about headlines on Facebook is to make them look like an independent news article about your offer.

For example…

“Mortgage-Expert Releases 10-Step Guide To Help Homeowners Take Advantage Of Low Rates”

Four, the image.

The number one rule of ad creative is to make your content appear native to the platform, and not like an ad.

So what content is native to Facebook?

Well, there are two types that are native and will perform well as ads.

First, news-style content.

Go look at what the big publishers are doing on Facebook and recreate them in your ads – Buzzfeed, Barstool, Dailymail, etc.

Second, personal images of yourself/business/team.

So, there you have it…

The four keys to getting great results with Facebook Ads.

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