How To Get Low Cost Final Expense Leads on Facebook

What is going on? Ladies and gentlemen, in this video, I'm going to give you two strategies to lower your cost per lead on Facebook for life insurance leads, specifically, final expense. Now, if we haven't met yet, my name is Tim Shooker. I own the Life Insurance Sales channel. We post free content on YouTube to help insurance agents like yourself generate their own leads and make six figures over the phone working from home. And I also own a company called Advanced Agent Marketing where we've helped dozens and dozens of insurance agents learn to generate their own leads so that they can get results like this. We help people basically set up their own marketing system so they can start generating their own leads and getting pre booked appointments. And in this video, I'm going to be teaching you guys two timeless strategies to reduce your cost per lead. Now, why should you listen to me? Well, let me zoom in here and show you guys this. This is just one ad account that I've run and myself and my team, right? And basically, as you can see here, this is over $131,000 spent on leads across multiple different campaigns. Here's a lead generation campaign we did for David Duford. You may have seen him on YouTube. $7,000 spent over 1,000 leads for an average cost of $6.04. Here's another campaign we did for our own agency. Over $40,000 spent 6,000 leads for an average cost of $6.69. As you can see, like most of these campaigns, other than like, you know, a few here or there's, the cost per lead is under $10. And these are obviously the ones that we're scaling, right? So I'm pretty good at this final expense thing. I'm pretty good at generating leads for it. And I want to break down for you guys these two strategies, right? So ultimately the first strategy to reducing your cost per lead, there's a few reasons that your, your lead costs would be really high, right? Basically what happens when you're running ads on Facebook is you're taking your ad, right? Then you're going out and you're paying for it to be shown to a bunch of people, right? And you know, there's obviously more to it. There's like a, you know, bidding system where you're going up against other advertisers. But basically you're, you're competing with your ad for this pool of people, right? So what happens is the more you spend, the more you're trying to show your ad and take up this pool of people, right? But the thing is, you're not the only person with your ad. There's also other people going in and trying to run their ad and capture this pool of people. Some of these people are in the life insurance industry. Some of them are not. It really just depends, right? But there's a bunch of people competing for this, like group of seniors or group of, you know, whatever you're targeting, right? So the fastest way if you want to reduce your cost per lead is literally just to expand this group of people. So now instead of bidding against this, you have a larger group of people that you can go up against. And all you need is just a little slice of this market and your costs will go lower, right? If you just expand the audience, you expand the group of people that you're targeting, usually your cost will go lower. Now, the way that you do that with life insurance is you have to add states, right? Now a lot of people will ask me, like, you know, what state should I add? How many states do I need? And my answer is always the same. It. It matters less how many states you have and matters more which states you have. So I recommend whenever you're going to add on states, go for bigger swings, right? So one state license gets me access to, you know, 10 million people. That's the. That's my goal, right? Which is why I recommend adding on states like California, Texas, Pennsylvania. I have a whole video where I break down the top states to run ads in. But basically, like, you want to add the biggest states first that have the most people other than Florida and New York don't have those, but the biggest states that have the most people where you can get the most bang for your buck, right? And when you add on those states, you're capturing most of the US like you can. Realistically, you can have like 30, 40% of the country with like 10 states. And then you start to add on more and more and more as you go on. But these are the three states that I recommend for everyone to add if they're. If their lead cost is high, just add on California, add on Texas, and then add on PA and then go from there, right? Doing that, in addition to this other stuff I'm going to show you guys will definitely reduce your cost per lead. Now, the second way to reduce your cost per lead is basically getting better creatives, right? Now, this first way I showed you, this is good, but, like, this is what actually will fix it, right? Do this and add on a few states, but this is like, what's going to really move the needle for you. So your Ad creative again is like Facebook. So to give you guys a little bit of context, Facebook used to kind of be this whole, you know, platform where you had to get your targeting right and do this and do that, and all these different things mattered at this point in the game. The AI and like the algorithm with Facebook is so good that the targeting that you do doesn't really matter as much. Now the thing that matters is the creative, right? The actual ad that you're doing out, that you're putting out. Um, so focusing all of your time on the ad creative is really going to get you the biggest swings in terms of cost per lead and just getting better, better leads, right? And so that's what we spend all of our time on. We, we don't really care about the targeting and the, you know, different weird strategies on Facebook. It's all about the creative at this point, at the end of the day, right. And so one of the things that you can do to make better creatives is literally just make them more simple, right? So a lot of times people have like all these like crazy things going on in their ad and they're trying to communicate this like wild message and all this. But like fundamentally, if you think about what people are actually doing when they consume an ad on Facebook, they're just like scrolling like this, right? They're just scroll like speed scrolling super fast and trying to like satisfy some form of like dopamine, right? They're just scrolling really fast. And so you need something that they can quickly and easily understand, right? Like if I'm scrolling down my feed and I see this, if I'm a veteran who's over the age of 50, I'm at least going to read it and then I see, okay, bad news. Okay, what's the bad news? The VA won't pay for your funeral. Uh oh. What does that mean? Well, the good news is luckily there's a new program for veterans to get up to $50,000 in life insurance coverage. And there's no two year waiting period and no medical exam and all I have to do is click learn more to see if I qualify. So I have hook here, right? Hook.

Or basically this is more like a call out, but it's kind of a hook. This is like intrigue. So I'm like, okay, what's the bad news? And then I'm explaining.

Explaining a little more so context. Just going to put C O N T contacts.

Benefits right here and then cta. And this is like so simple. It's a text based ad that's like really, really basic. Like you could make this in about five minutes. But this is a really effective ad and the style of ad is really effective, right? So just making like more simplified ads, ad creatives that have less going on and it's just like text against, you know, black. This is really easy to read. It doesn't matter what age you are, like you can read this. And so it just stands out against the new newsfeed, right? Here's another example. Stop overpaying for life insurance. Right? This is gonna catch my attention, especially if I'm paying for life insurance. So now we're kind of going for like the replacement angle here. People that already have life insurance are gonna be really high intent buyers cause they already have insurance. This new program offers rate reductions to seniors overpaying for life insurance. Okay, this is what someone was paying before and now this is what they're paying now. Okay, I'm, I'm definitely interested and then I'm going to go into the comments and probably comment I'm interested or more info which is going to boost engagement on the ad. So this is just a very simple ad. It's just black background text that pops literally very direct, explaining the benefit. So a lot of times I see these people with like these crazy complex ads and they're trying to communicate some wild message or make it really cute or funny. But if you just get really simple, really basic, a lot of times that works better, right? So simplifying your ads is really good. The other thing is making them attention grabbing, right? So as you guys can see here, this says stop in big bold capital letters. Stop overpaying for life insurance. If I have life insurance, that's going to catch my attention. Same thing here. Veterans 50 plus. If I'm a veteran, I'm over the age of 50. I'm going to see this and it's going to catch my eye especially because it's in this like really bright yellow text, right? So I'm going for things that are like a call out that's going to grab their attention. So basically like the way you need to think about your ad is the, I can't believe this is supposed to say hook, but that says hook. I'm drawing with like my finger on a trackpad on my laptop. So give me, give me some slack here. But basically like your hook is what catches their attention. And so fundamentally if you don't catch somebody's attention, they're not going to read the rest of your ad. So like if this was bad, none of this would even matter, right? So this part has to be good and it has to catch their eye because otherwise none of this they're going to even read. They're just going to scroll past and so like focusing a lot of your time on the hook of the ad, right? Stop overpaying for life insurance. Okay, well, why, like what's actually going on now? I have to read the rest of it. Especially like if you guys do video ads, which in a minute I'll show you guys one of our top performing video ads. The first three seconds is really important. So you want to have, you want to hook them in with the first three seconds, right? Or hook them in with the, the top third of your ad, which is just this part here, right? This is the, the top third of the ad. Let me just change this color so it's a little easier to see. Make this green. So up here, this is the top third of the ad, right? Top third of the ad right here.

So we split it into three different sections. That's the top third. You have the middle third. This top part has to be attention grabbing and it has to catch their eye for, for images. Specifically right now for videos, it's all about the first three seconds of the video, right? Which I'll show you guys again, like how we make good hooks in just a second. But you really want to have like those first three seconds really catch their attention because if it doesn't, they're not going to watch the rest of the video. So none of the rest of it matter. And the last thing to make better ads is ultimately just finding a better marketing angle, right? So there's two types of purchases. You have needs and you have wants, right? So obviously needs are going to be an easier sell and it's going to be a higher chance of somebody converting, right? Another way to say this is you have luxuries, you have a luxury product and then you have products that solve a pain point. So a need would be more like this pain point and then a want would be like a luxury product. So if we want to make our ads more like they catch more attention, they get a lower cost lead. We want something that is a need and that solves a pain point, not something that is a want and that is a luxury. And so basically it's all just comes down to how we position life insurance, right? If you say, hey, cool, click here to get a free quote and you can leave your leave, leave money behind to your family. That's a luxury. That's a want, a Need is like, look, if you don't do this, your kids could lose the house. If you don't do this, your kids are going to go into debt. Now that's a need. And now there's pain that I have to alleviate versus, oh, you could leave money behind your family, get a quote. That's a luxury, right? Targeted versus broad. So saying seniors versus veterans, saying parents versus moms age 20 to 30. Right. Broad audiences perform worse on Facebook because each person pays less attention to them. Right? So if you can get like super targeted and call out a specific person, right? Veterans, 50 plus. If you're a grandparent living in California, you need to hear this. Well, from a grandparent living in California, I'm going to pay attention. Right? And so these are kind of like the, those are the main lessons that I've learned from, you know, generating all of these leads and getting the cost per lead down. Those are the two main things that you guys need to know. And so now what I'm going to do is I'm actually going to show you guys an ad creative that we ran that performed really well for us so that you guys can kind of understand, like, how this actually looks in practice.

So I'm going to press play here.

All right? So again, pay attention to the hook in the first few seconds and you guys will kind of see how this whole thing works.

Oops. We refresh this. All right, here we go.

If you don't do this, your kids could lose the house. If you were born before 1974, you need to hear this.

There's a new right. So notice the, the hook, right? If you don't do this, this, your.

Kids could lose the house.

If I don't do what? Right? Like, that's a, that's a, a very attention grabbing and intriguing statement. This is obviously the pain point that they don't want to happen. Your kids could lose the house. Nobody wants that. And so now they have to watch on and see what I'm talking about.

If you were born before 1974, you need to hear this. There's a new special senior benefit life insurance program program now available. Seniors to get up to $35,000 in coverage for as little as a dollar a day. That way, when something happens to you, your family will receive a check, not a bill. The best part is there's no medical exam, right?

So if you guys just saw right there.

Honestly. So since I've ran this video, I've kind of steered away from doing like 35,000 in coverage for as little as a dollar a day. So you guys can kind of ignore that part. But like, the, the reason why is just because you, you oftentimes get people that are like, oh, well, it's at a dollar a day. So I've kind of steered away from that. But there's still a lot that you can learn from this ad.

There's little as a dollar a day. That way, when something happens to you, your family will receive a check, not a bill.

Right? So that's an obvious benefit. Your family will receive a check, not a bill. Right.

The best part is there's no medical, medical exam required and policies come with fixed premiums for senior living on a fixed income. Click learn more below to get your free quote from Zoo Shirts. No high pressure sales, just a friendly representative who will explain your options.

Right. So we have that, we have that whole, you know, explanation of the program. And then in addition to that, we have Julian, who's my business partner, if you new to the channel, basically talking about what he actually does and how much money he saved his clients.

So listen here, Julian and I'm an agent from Zoosurance. Our client Frank from Maryland was overpaying on his insurance and we were able to get him double the amount of coverage for the exact same price. Or our client Diane, that's actually true, by the way, from California, who literally just saved a hundred dollars a month by just checking into her options. So click learn more down below, fill out the form and look lookout from a call from a friendly Zoosurance representative.

Who will make sure that you get.

The most amount of coverage for the lowest possible price. Click learn more down below and we will see you there.

Right, so obviously this was a branded ad, but as you can see, we're going through. Hook them in, explain what it is, and then if they're still on the fence, we have Julian, who's like an agent from Zu Surrence, explaining and giving examples of how much he's saved his clients. Right. So if somebody's watching through that whole video, that intrigue is burning like, well, how much could I save? What kind of deal could I get? And then they're jumping on to solve that problem. So, ladies and gentlemen, that is going to wrap up the video here. If you guys got value from this, leave a like, hit the subscribe button and if you want to have us set all of this up for you and give you our proven ads installed into your Facebook ads account so you can start generating low cost leads today, then click the link down below to join our program. Where we will do all of that for you. I'll see you guys soon. Take care.