Ed Weeks Jr. shows why architects with big Instagram followings aren't using Facebook's pixel to retarget website visitors. He reviewed two architects from Dwell's top 10 list and found neither had the pixel installed. At $2,500 to $3,000 a month in ad spend, he says architects could generate high-quality leads for projects averaging $4,700.
Hey everybody, Ed Weeks Jr. here. I'm the founder of HV Social Media. Today we're taking the opportunity to look into a, an industry that is not taking advantage of the digital marketing realm at all. Specifically, I don't see anyone in this space taking full advantage of the power of the Facebook platform. So what industry? Architects. Architects I just pulled up an article from Dwell which basically talks about the 10 best architects to follow on Instagram right now. I went through a couple of them— actually, I went through all of them. A lot of names I can't say, so I just chose 2 that I could actually pronounce their name. And I just want to show you what they're missing, what is being missed, blatantly being missed over and over again. So I haven't found an architect that is taking advantage of the power of Facebook ads. And we could add just one piece to the equation for an architect and really, really clean up on Facebook and Instagram. So here we go. Uh, here's Saunders Architecture. Again, it was one of the top 10 to follow. They have a very decent following on Instagram. I believe it was in the neighborhood of 25,000, 26,000 followers. You know, they're getting decent engagement on their posts. So they have their website. Here it is, I'm on their work. The key that they're missing right here, if you see my screen and I'm putting emphasis on this, this is the Facebook pixel code. It basically shows me who's using Facebook pixels. And essentially what that is, is somebody who visits this website like I am right now, when we fire this pixel, we capture that information and then we're able to retarget that person when they're on Facebook and/or Instagram. So, Here we have the 10 best architects to follow on Instagram. Here we go to one of their websites and we see they don't have the Facebook pixel code installed, which could let them retarget these people on Instagram. They're missing this. They're missing a ton of it. Here's another one. I can't really say his last name, but we'll go with just Nicholas S Architects website. Very questionable. He has his— the fact that he's one of the 10 best architects to follow on Instagram has about 3,200 followers, not getting a ton of engagement on Instagram, but the key is he's again missing this. There's no pixel. The ability to retarget all visitors to your website that are on Facebook and Instagram is so powerful. And when we look at the average architect cost, so if I'm hiring an architect here in the US, the average cost is close to $4,700. So for budgets between $2,500 to $3,000 a month, architects could clean up on the number of leads and new projects that they'd be able to at least bid on. So I think what's being missed here greatly is the ability to utilize the Facebook pixel code to be able to retarget people that would be interested in your architectural services. Huge miss. And I see this— I've worked with an architect in the past that was more worried about Instagram and posting pictures instead of actually trying to generate real leads from both Facebook and Instagram through retargeting. So it's a huge miss, and I think there's a huge opportunity for first mover because again, I've looked at hundreds of different architects' websites and no one is taking advantage of the real power of Facebook and Instagram. So I hope this either wakes an architect up to figure out how to do this or inspire somebody to message and/or call me to have a conversation to examine how we can put this in place for your architectural firm. So have a wonderful day. Hope this wakes you up. See ya.
