Shauna Thoresen says Facebook lead quality depends on your messaging and strategy, not the platform. Skip pre-qualification questions that scare people off. Instead, capture leads cheaply and warm them through email and calls, using ads that speak to real pain points like Medicare confusion, not gimmicks like fake deadlines or gift cards.
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Are Facebook leads low quality? I saw an agent post in a Facebook group that Facebook leads are low quality, and I'm going to tell you the truth, tell you what most agents do that makes them think that they're fixing the quality issue, and then what you actually need to do in order to fix the quality issue. Facebook leads are people, just like people that you find anywhere else. Facebook is simply a location, and we know that your audience is on Facebook, so that's why we are going there to actually generate the leads. Now, yes, Social media advertising is disruptive advertising, so we do need to do some key things to be able to grasp their attention, get their focus away from the dopamine hits. But the quality of the leads are not because of the platform that you generated them on. Now, here's what most agents do that they think is going to fix the lead quality. They just give lots of different questions for the leads to answer. I see agents say, well, I have 10 different questions to make sure that I prequalify the lead, and that makes sure that their intent is higher. Asking for more information from the very beginning does not automatically make a lead more qualified than another lead. In fact, with social media marketing, it is literally the very top of the funnel. It's the very first interaction people are having with you. So my goal in generating a lead is to get them for as cheap as possible so I can get them in my system. So now I can start warming them up through email marketing. You could utilize text marketing. Of course you can call them and even retarget them on social, but the key is to get them to raise their hand, be curious enough to pluck them off the platform. So now we don't have to pay money to get in front of them and we can start marketing to them and warming them up on our own terms. Now, that being said, this is what directly correlates with the quality of the lead that you're attracting. While I do want to generate leads for as cheap as possible, I want to generate leads that are actually interested in whatever it is that you have to offer. Some take that generate leads for as cheap as possible a little to the extreme, and they use things like false deadlines, bait and switch, gift card giveaways, talking about state-funded burial programs, grocery cards, extra Social Security money, and so on. So if you get a lead that clicks on that message, it doesn't matter if you ask them 6 or even 15 or even 20 questions. You've attracted them being focused on something that is not having to do with working with you as an agent. Your Facebook messaging is what creates low-intent leads. It is far better to get someone's information off of an ad that talks about being overwhelmed with Medicare, having questions, and then generating that lead for as cheap as possible versus generating a lead that is interested in a $3,000 grocery card. But we asked them 16 questions to make sure that they actually were going to qualify for Medicare. Do you see the difference? So the question isn't, are Facebook leads low quality? The question is, what message are you using to generate them? Because if your message speaks about solving a fear, solving a pain, or actually bringing a benefit, then you're getting high-intent leads.
