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Lofty Lead Generation FAQs

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Introduction

Thank you for considering advertising with Lofty. Our Digital Marketing Team manages all Lofty advertising campaigns based on the market criteria that you provide. You pay for the advertising and receive all the leads generated within your budget. Combine this with powerful tools like the Lofty AI Assistant for automated lead qualification (provided with the purchase of lead gen packages), a powerful CRM, Smart Plan automation, listing alerts, and more, and you are well on your way to building a strong foundation for your business. 

 

Summary

 

Pricing and Package Options

The following packages are available for Lofty lead generation. These are billed on a monthly basis in order to maintain a marketing campaign.

Category Google Ads Bing Ads Facebook Ads Lead Gen AI Assistant Minimum Budget Management Fee*
Buyer Lead Gen ✅ ✅ ✅ ✅ $600 20%
Seller Lead Gen ✅ ✅ ✅ ✅ $600 20%
Single Listing Promotion ✅ ✅ ✅ ✅ $99 N/A
Retargeting Ads ❌ ❌ ✅ ✅ $300 20%

*If the total ad budget is less than $700, the management fee will be a flat rate of $150/month.

 

Sample Ads

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Billing

When will I be billed?

If you purchase ads when signing up for Lofty, you will be billed according to the schedule discussed during the sales process (at the first official billing date or when website onboarding is complete). 

Once your Lofty website is ready, the ads can be launched.

 

Can I sign up during the middle/end of the month? How will I be billed?

The first billing cycle will be prorated and is calculated based on the budget by the days left in the month. The management fee will be billed at the full amount to start the campaign.

 

CPL (Cost Per Lead) and Targeting Estimates

How many leads can I get if I pay $300/month for Facebook & Google Ads?

This can vary by market and ad platform. Lofty offers a CPL Report to forecast the number of leads you can expect based on a specific budget and for specific target locations. Reach out to your representative at Lofty (Support - support@lofty.com, CSM, or Sales) to request a CPL Report. 

Below is the average CPL for each platform based on recent data:

  • $3.20 CPL with Facebook Buyer Ads
  • $9 CPL with Google Buyer Ads
  • $25 CPL with Seller Ads

 

Can I ask for a call from the Ads Team to discuss how my ads are set up?

Yes, absolutely! Please contact us and we can arrange to have a DMA (Digital Marketing Analyst) call you within 48 hours to discuss your ads. When doing so, be sure to provide as much information as possible so that our DMA can be prepared to discuss your specific scenario.

 

How many cities can I target with my ads?

We can target up to five cities with a $600/month budget. We recommend allocating at least $100 each month per target area.

 

How long should I expect to wait for my ads to be set up after I pay?

As long as your website is live, your ads will be set up within 48 hours after payment is processed.

 

Can I switch my ad platform when ads are running?

Yes, you can switch between Facebook and Google platforms before the middle of a month if you would like. If you want to make the switch specifically from Facebook to Google, we will need to check your remaining budget and monthly budget to confirm that you have enough budget to run the ads.
In addition, it would be ideal to walk you through the current ad performance data to see if this will be the best decision for you.

 

After Ads Go Live

When will I start getting leads for buyer lead gen?

For Google ads, leads can be expected within 12-36 hours because the algorithm needs time to accumulate data. Both Google and Facebook must complete a learning phase which is the most important part for campaign initialization.

 

Why are there other agents' listings on my Facebook Dynamic Ads?

For Facebook Dynamic Ads, all the available listings will be uploaded from your Lofty-built website via a catalog. The listings are shown based on what the lead was viewing on your website. If you would only like to show listings based on specific criteria (including just using your listings), please let our team know. Enough listings to generate a catalog must be available to run Facebook Dynamic Ads. 

It's important to note that the Facebook Dynamic Ads will show the agent and brokerage name for the listings on the headline of the ad to ensure MLS compliance.

 

Can I see an overview of my advertising plan?

Yes, a report can be generated to show you marketing performance and average CPL, etc. Reach out to your CSM or Lofty Support (support@lofty.com) for more assistance.

 

Can I put my logo and/or team picture on ads? 

This is not done by default. Technically speaking, it is possible with Display and Video ads. This could be a useful tool to take advantage of when doing retargeting ads to build brand awareness. Talk to one of our representatives to inform them of how you might like to do this and they will help to start that discussion with the Lofty Ads Team.

Keep in mind that your ads on Facebook are also configured to run from your Facebook Business Page when possible so your brand is represented there as well.

 

Can I switch my target areas? And is there a specific time of the month that is best to do so?

Yes, you can change your target areas. It is best to make this type of change before the third week of the month because the algorithm needs a few days to learn. It would also be useful to review your ad performance data to make sure this is the best decision for you to take.

 

Where can I check my results for retargeting ads?

Retargeting is built into campaigns when possible and thus the data is also available, to some extent, in your CRM > Marketing  > Lead Generation. There is no dedicated section in that report for retargeting specifically, but engagement from existing leads is part of those reports.

If you would like a monthly performance report, you can also request one be sent to you.

 

Can I have tags added to leads from ads campaigns?

Yes, this is possible. You can add a location tag to distinguish which location the lead comes from. If you have other scenarios that you would like to consider, please contact your Lofty representative to discuss further.

 

Why am I receiving leads without a phone number?

If you received leads without a phone number, these are email-only leads which means a lead only entered their email address but did not provide any information. They backed out of the registration process before finalizing but continued far enough that their email was captured. To learn more, see Registration Pop-up Style & Settings > Email-Only Lead Registration. Your ads budget is not used for these leads so you are not paying for them from allocated ads budgets.

 

Can I change my ads by myself?

No, there is no easy interface for you to change your ads by yourself. However, our DMAs (Digital Marketing Analysts) will gladly make the necessary adjustments. Please provide feedback by reaching out to your Lofty representative or by navigating to CRM > Marketing > Buyer Lead Gen/Seller Lead Gen > Click on a specific campaign > Leave a comment. This feedback will be received directly by the Lofty Ads Team for review.

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What should I do with new leads once they are captured in my CRM?

When you start getting leads in your Lofty CRM, our Lead Gen AI assistant will contact them automatically (enabled by default for lead gen packages) to qualify them and get more information about them. Learn more about the AI Assistant here. You will be notified when a lead has been qualified, or you can monitor ongoing conversations and reach out to the lead to take it to the next step. There are numerous other tools built into the Lofty platform (consider Smart Plans) that can be utilized to nurture and keep your leads engaged.

 

Can I get an Ad review/summary at the end of each month?

Yes, this is possible. The Lofty Ads Team can provide an Ad Performance Report at the end of each month and a representative from Lofty can discuss this with you regularly as well. This is a great way to explore performance and consider potential changes or optimizations that might be worth considering for higher conversion rates, etc.

 

Cancellation

What should I do if I want to cancel my ads?

If you would like to cancel your Lofty Lead Generation Campaign, a 30-day notice via Lofty Support (support@lofty.com) is required.

 

Can I get a refund for my remaining Ads budget?

No, the remaining ads budget is allocated for each month and ads will be running until the end of the current month. If you cancel your lead generation campaigns, the next month will not continue with ads, but the budget for the current month will be utilized until the budget is spent.

 

Misc Topics

 

Facebook Lead Generation

What is D.A.R.E?

  • Dynamic Lead Form Campaign or Dynamic Catalog Sales Campaign
  • The ads will show the listings under the Lofty account’s catalog, which are pulled from the MLS. These ads will rotate (moving and changing) depending on who sees them. Special requests can be made to customize the catalog if needed.
  • The campaign will have different ad sets depending on the locations targeted
  • The audience will be based on different criteria (focused on people who are looking to purchase a house or are likely to purchase one based on their interests and demographics)
  • Ads will be shown on the target audience's Facebook newsfeeds


Due to Facebook’s recent policy changes, how can Lofty make sure that we will be able to target people who are interested in purchasing a house?

Even though "out of target leads" is an ongoing issue under current Facebook ad policies, Lofty can still make sure to target the right people by modifying the language and targeting detailed interests. "Out of target" will no longer be “out” if you become the listing agent.

 

How does Lofty target those who want to sell their homes?

Lofty can help to target the right audience by grouping people who show interest in selling their homes. In other words, the more precise of an audience that can be determined, the lower the cost per lead.

 

Google Lead Generation

How do Google ads work? Are they the same as Facebook advertising?

The methodology behind Google Adwords is that all ads need keywords to trigger traffic and the more traffic the more clicks, which will in turn generate more conversions. When compared to Facebook, the difference is that conversions on Facebook ads are based on whether we have displayed the ads to the right people.


I’ve done Google ads before with a marketing agency and it did not work well for me. If I advertise with Lofty now, what would be the advantages and differences?

Aside from dedicated work on keyword optimization, Lofty also sets keyword lists for Property Features, Top Areas, and Neighborhoods. This helps the agent to find leads from niche markets. In this way, Lofty can help you achieve a lower CPL by having the right keywords in the right markets.

 

What is your optimization strategy to lower costs and increase the number of leads generated from ads?

  • Choosing the correct PPC keyword match type is an important aspect of our PPC strategy. As for matching the types of keywords, Lofty recommends using "exact match" first. In order to maximize our ROI, we will add other types of keywords based on ad performance.
  • Optimizations on keywords and ad copy are very important with Google PPC ads. Keywords will be expanded from search terms on a regular basis. Bids will be adjusted frequently to obtain a lower cost per lead. Ad copies will be modified to match lead search habits when running long-term ads.

  

Pre-Lofty Ads Onboarding Questions

Facebook Lead Generation

Can I use my existing leads for retargeting?

Yes. As long as the existing lead data meets the promotion requirements of the Facebook ad policy (i.e. file size and format).

 

Can I use my own ads account and Facebook Pixel for advertising?

No. Lofty has to link your Facebook Business page to Lofty Business Manager and then manage the ads on your behalf. The same goes for the Facebook Pixel. Lofty has to use the Lofty Pixel to import leads into the Lofty CRM.

 

How do you target the ad's audience?

The audience can be selected by the different areas, languages, and interests. We will update the most relevant potential leads as the target audience for you.

 

How do you target those who want to sell their homes?

Lofty can help to target the right audience by grouping people who show interest in selling their homes. In other words, the more precise of an audience that can be determined, the lower the cost per lead.

 

How much of the budget is allocated for retargeting?

Usually, we suggest that you as the client allocate 25% of your total budget to retargeting ads. However, the budget is not fixed for each client. We can adjust the budget allocation when necessary at any point in time.

 

Can you create ads focused solely on retargeting?

Yes, we can. We can only create the retargeting ads campaign for you with the condition that a qualified existing leads file is provided.

 

Can I use my own images and videos in the ads?

Absolutely. However, on occasion, the ad may not be performing as well as we expect when using customized ad creatives. We need to replace the images or videos when the ads are not producing results.


Google Lead Generation

Why can I not advertise with a budget lower than $600?

Based on our past experience, ad performance will be severely limited if a budget is below $600 when using Google. We suggest you target 2-4 cities with this budget to maximize the cost-efficiency.

 

Can I do retargeting ads on Google?

It will be very hard to do retargeting ads on Google because we cannot capture the second or duplicate search behavior of the same group of people. Facebook retargeting ads would be a perfect solution for this kind of request.

 

Can you access my Google Ads account and use it for advertising?

No. All the ads Lofty is managing will be under the Lofty advertising account to facilitate quality assurance and budget control.

 

Can I send a list of my own keywords and have them used in the ads?

Yes, you can. You can send us the long-tail keywords you have used in past advertising activities. We will add them to the Lofty keywords list to help improve the ad performance.


Active Ads with Lofty

Facebook Lead Generation

How do you make sure that you will not overspend on the budget?

We have an auto budget calculation system in place to help allocate the budget for each client correctly. Our ads specialists are also monitoring account performance closely. Most importantly, we will pay for every cent if your ads campaigns overspend.

 

Can I have access to the ads?

Unfortunately, you will not be able to edit your ads when they are under Lofty's ads account. This helps to avoid conflicts of operation over one ad account. You are always welcome to contact your CSM if you need to adjust your ads. Or, you can send us a notification by submitting feedback through Campaigns > Lead Engine > Buyer Lead Gen / Seller Lead Gen. 

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I want to target a very specific location and a group of people. Can you do that with Dynamic Ads?

Under the current Facebook real estate ads policy, we are limited and must apply a 15-mile radius to each city/address we are targeting. However, we can meet many special requests by using third-party data and running a special ad audience to target a smaller group of people.

 

Where are leads routed to when they click on ads?

To answer this question, it is important to consider Facebook ads objectives:

  • For the objectives of "Conversion," "Web click," and "Catalog Sales," leads will be routed to a specific website to complete the registration process on that website.
  • For the "Lead form Ads," leads will be asked to submit their info right after clicking the ads and then they will be directed to the detailed property page for the listing they clicked on.

 

Can I have my landing page used in the ads instead of the Sell My Home page?

Technically, yes you can. However, you have to place your Lofty Pixel on your website so that we can route the leads into your Lofty CRM.

 

Why is the estimated number of leads lower for Seller in the CPL report?

In rare cases, the actual results will be less than the estimated amount in the CPL report. The main reasons include market trends changing and customized ad requirements that cause limitations (i.e. targeting a small group of people). 


Google Lead Generation

How often can I make changes to the ads?

You are welcome to contact your CSM whenever you want to adjust your ads or discuss ad performance. Adjustments can be made including location rotation, budget adjustments, etc.

 

Can I search for my ads in Google?

You can search for your ads, yes. However, they may not show 100% of the time because our ad audience settings are focusing on people who need to buy homes in a short time.

 

Do you offer banner ads?

Yes, Lofty can do banner ads. This is the best solution for short-term promotions such as open houses. Our Design Team can create one set of images and run them on both Facebook and Google display partners.

 

Increasing Conversion Rates

How can you make sure that the leads will convert into a sale?

Your CSM will help you to learn Lofty  CRM best practices including building Smart Plans in the CRM that can help you to qualify and nurture your leads.

Always making sure to contact your leads quickly and with the information they cannot get from other places will always set you apart from the competition and bring you closer to a successful deal.

Lofty also offers an AI Assistant that might be of interest. Reference this article for more information on how it works: Lofty AI Assistant / Chatbot.

 

How can lead quality be increased? 

  • Change ads objective to "Website Registration".
  • Change ads platform from Facebook to Google.

 

Add-on service: Phone Verification Service

New Add-On Service Details

  • If you purchase a Buyer Lead Gen, Seller Lead Gen, or Re-marketing Ads, and are currently not subscribed to this phone verification service, you will see this add-on option.
  • (B) Price: 5% of the total ads budget (total ads budget = the sum of all ads services that the user is subscribing)
    • If you purchase a $1000 buyer lead gen first, then buy a $800 seller lead gen later, we will charge $50 when buying buyer lead gen, and $40 when buying seller lead gen.
    • If you purchase a buyer lead gen first and choose to start the next billing data, we will not charge any 5% until the next billing date (phone verification service will only be charged after it's valid).
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  • Any verified phone number will have this golden mark on the Lead Detail Page.
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  • As agents, you can choose to not use the verification service for any specific ad campaign, our DMA can control it.

Lead Registration Process

  • When a lead comes to the listing detail page through ads (leads landing on this page will be marked as "buyers"), they will be guided through the new registration process.
    • They will see the phone verification step if the agent purchased such a service
      1. Lead can skip this step
    • Then, they will be asked: (Question 1) Describe myself
      1. If they choose "own a home", then we will add a new lead type, "homeowner", to this lead.
      2. If they choose"renting", then we will add a new lead type, "renter", to this lead.
        1. A timeline will be generated to record the change in lead type.
    • Then, the pop-up will close automatically.

  • If the lead keeps viewing this page, it will trigger an additional questionnaire 
      1. Listing Images auto scroll 3 OR lead scroll down 1 screen → trigger additional questionnaire
      2. Question 2 (If you chose to own a house last time, ask this question, otherwise not):
        1. I currently own a house and want to sell it
          1. Choose this option add a new lead type to this lead: seller, and will update the timeline.
        2. I currently own a house and want to buy another one
          1. Nothing changes if choose this option.
      3. Question 3: 
        1. I want to buy in 1-2 months
          1. Update Buying Time Frame field to 1-3
        2. Just Looking
          1. Update the Buying Time frame field to Just Looking
      4. Question 4:
        1. I've been pre-qualified for a mortgage
          1. Update the Pre-qualified field to YES
        2. I've not been pre-qualified for a mortgage
          1. Update the Pre-qualified field to NO

If the lead keeps viewing this page, it will trigger an additional questionnaire.
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Home Valuation

  • The questionnaire will be triggered starting from Question 1 if the lead doesn't select Question 1 and directly closes the pop-up.

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Questions?

If you have any questions regarding this topic or any others, please reach out to our Support Team via email at <support@lofty.com>, by phone at 1 (855) 981-7557, or by chat with us through your Lofty CRM. 

 

 

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