Lofty Listing Blast: Facebook Ad

Listing Blast (formerly Listing Promotion Ads) is a tool designed to save time and simplify your digital marketing efforts--all directly in the Lofty platform. This tool is designed to promote your listings on Facebook and Instagram. With this tool, you can:

• Capture buyer and seller leads
• Create beautiful, optimized Facebook Lead Ad campaigns on your own
• Change ad creatives and content whenever you want
• Run an auto-promotion campaign that will automatically adjust the ad as the listing status changes
• Stay in total control of your listing blast ads

If you have any listings that come to mind that you would like to promote on Facebook, try the Listing Ads tool which you can access via Lofty > Marketplace > Listing Ads or in the Marketing tab.

To start a listing ads campaign, navigate to Marketing > Lead Generation > Listing Blast > + Promote a Listing:

Confirm your Listing

Select a listing to promote. The listing may be either a listing on the MLS or a manual listing, but you cannot create a promotion if it is not one of those two. Your active listings will be provided here.

*IMPORTANT: To promote this listing, you must be the listing agent or have permission from the listing agent to do so.

Choose a Duration

Select the number of weeks that you want to promote the listing:

Auto Promotion allows listings in different statuses to have different ad content and will automatically switch the ad content based on the change in the status of the listing.

• The default price for this package is $79 per week but you can input a custom budget.
  • The minimum allowed price is $69 per week.
• You must have a Lofty IDX website to select this package
• Unable to promote manual listings (formerly known as pocket listing)
• The higher the ad spend budget, the more ads will be viewed. You will see the estimated number of views calculated based on the budget provided.

The Duration is set to four weeks by default, but can run from one to four weeks.

• If the duration is too long for the ad spend specified, more ad spend will have to be added and the system will prompt you. Lofty recommends at least $5/day for effective advertising

Confirm Payment Information and "Checkout"

If you are ready to proceed and purchase this promotion, review (or add) your payment information and then click on the "Checkout" button:

Connect Facebook Business Page

First of all, you will want to make sure your Facebook Business page is connected to run the promotions. Do so by clicking on the "Select Page" button and following the provided steps:

Choose Ad Copy and Images

After choosing the listing, AI will attempt to choose images automatically (you can override it if you would like) that include swimming pools, living rooms, bedrooms, kitchens, etc.).

Once images are selected, you can choose the copy used. You will see that you can choose the copy that will be advertised at each stage of the listing (and will change automatically). 

To choose images, click on the "Select Images" button:

A new window will then appear where you will first choose the images that you would like to use from the MLS, or you can upload better images from your computer if you would like. If you are uploading images, here are the technical rules and recommendations:

• Image File Type: JPG or PNG
• Ratio: 1.91:1 to 1:1
• Number of Images: 1 to 10
• Image Maximum File Size: 30MB
• Minimum Width/Height: 600 pixels

After having the images selected, you can then choose the headline and description for each image used:

And finally, you can choose what the CTA (Call To Action) button will display as by clicking the dropdown menu:

Define Lead Capture Settings

Finally, you will define the lead capture settings:

• Lead Type - Do you want the ad to be seen by more buyers or more sellers?
  • Buyer
  • Seller
• Lead Privacy (see Lead Privacy: Team Leads vs. Private Leads)
  • Team Lead
  • Private Lead
• Assignment Method
  • Direct Assignment --> Assign to Agent _____________
  • Assign via Lead Routing Rules
• Source (cannot be changed)
  • Lofty Listing Ads
• Tag
  • Currently, only one tag can be selected

When you are ready to finalize the setup, click "Submit":

Review Website Registration Settings

Keep in mind that leads that register via Listing Ads will only do so if your website-forced registration is configured to capture their information. In other words, when a lead registers from a listing ad, they will be redirected to your website. So, check your Registration settings to make sure that they are set up for this type of campaign and will trigger a forced registration if that is your goal.

To find this setting, navigate to CMS > Settings > Lead Capture > Registration Pop-up Trigger Rule and Pop-up Style & Settings:

Review Ad Performance

Under Marketing > Lead Generation> Listing Blast you will see the performance for any listing ads that are running:

A summary of all listing ads is provided at the top:

Choose from the different campaign statuses to find your campaigns:

1. Active. Listing Ads that are active and running.
2. Pending. Listing Ads that are scheduled to run on a future date.
3. Completed. Listing Ads that have finished their scheduled run time. 

Clicking on one specific Listing Ad campaign will show the performance of that campaign as well as a history of leads that are engaged. An "Engaged Lead" is anyone who goes to the landing page or detail page through this ad and fills out certain information to create a lead in the CRM:

Click the Edit button to edit the ad that is live if you would like to make any changes. This includes editing the copy as well as editing the images used:

Upgrade Your Budget (Optional)

You can choose to upgrade your budget after the payment.

You may upgrade your budget after the purchase payment but before setting up the listing ads. By expanding the "Quickly Upgrade Your Budget" module, you can upgrade your budget. The difference between your old budget and the new budget will be deducted. 

You can also choose to upgrade your budget when the ad is active.

By clicking the editing icon, you can upgrade your budget in the pop-up window. The difference between your old budget and the new budget will be deducted and allocated to your ads. 

How long does it take for an ad to be created and/or edited?

Typically, a 30-minute delay should be expected. While it is still not live, it will display under the "Pending" tab:

If I pay for a Listing Ad but do not finish the setup process, what happens?

The promotion will be saved under the "Pending" tab where you can click edit to continue configuration:

Can ads be run for properties that are not on the MLS or manual listings?

No. The listing must either be a Manual Listing or one fed into Lofty via MLS data. This ad type is specifically for promoting listings, not running other types of Facebook ads. A listing must have a listing details page to have an associated ad.

What type of targeting is in place with these ads?

The Lofty Ads Team will manage to target based on a combination of criteria used to generate buyer leads. We do not support the ability of users to configure their audiences. 

Is this accessible by all users on an account?

Yes. All users on an account with access to this feature can run Listing Ads. This includes Team Owners/Admins as well as individual team members/agents. The Basic Promotion can be run by anyone, but the Auto Promotion requires an IDX website (Team Website, Agent Subdomain, or Agent Website).

Can I cancel a Listing Ad that I already paid for but no longer want to run?

Yes, but this is a manual process. Please contact the Lofty Support Team (support@lofty.com) to process this request.

Can Listing Ads be seen in my Facebook Manager? 

Yes. During the setup process for Listing Blast, you have to connect your Facebook Business Page. If you want to see your ads on Facebook, you can access them via your business page as well. All the important reporting leads captured, previews, etc. will be displayed in the Lofty Marketing tab for your review, so there is no real need to log in to Facebook to see them there.

What website is used to run the listing ads? 

If the Team Owner/Admin runs Listing Ads, they will be connected to the Team Website. If an individual agent runs Listing Ads it will default to their Agent Subdomain or Agent Website and if neither of those has been created it will use the Team Website.