So you’ve designed a Facebook ad. Perhaps it looks something like this:

You sit back and admire your handiwork and contemplate printing it out and putting it on your fridge because it’s truly a masterpiece. With immense pride, you click the “Place Order” button at the bottom of the page and wait in excitement to see how much action your beautiful ad is about to receive.

That’s some fine handiwork!

But instead of your inbox filling up with

messages from eager buyers, you get notified

with this:

Looking back at the ad image, you’re baffled at how four small simple words could be considered as “too much text”. In an attempt to fix this, you try re-wording and re-sizing; yet the same message appears. In your frustration you even try to make a new ad entirely – perhaps it was just a glitch. No such luck.

The problem lies not within the amount of text – or even necessarily the size – but rather in the placement of the text.

This is a result of what Facebook calls the 20-Percent Text Rule. Simply put, if you split the entire image into a grid of 25 squares, your text cannot fall into more than five of those squares.

If you’re using a site such as Canva, you can apply a grid overtop of your image and adjust the text accordingly. Here’s how:

• Upload Image > Elements > Scroll down to the 5×5 grid > Arrange to ‘Back’ > move the text so it only touches five boxes at most

Here’s a wrong example of placement:

The text overlaps six boxes. Now if we move the text slightly to the right…

…the text now overlaps only five boxes – without having to re-size or re-word it.

If you’re unfamiliar with Canva or other photo-editing sites, Facebook provides a simple tool, the Image Text Check, which allows you to upload your image to test its text. The only downfall of this tool is that it doesn’t show you where the issue lies, merely gives you a “yes” or “no” to let you know whether or not your image passed the test. You can find that tool here.

However, if your image doesn’t pass the test with flying colours, that doesn’t mean it won’t run at all. This rule was recently change from being set in stone to being more of a highly-recommended guideline, meaning there’s still a chance that your ad will run, but it may not get as much exposure and you could be charged more for the ad.

Navigating your way through Facebook Ads can be confusing, and making an effort to learn the tricks of success help stave off many frustrations. Knowing your way around Facebook’s 20-Percent Text Rule will make your ad experience not only less confusing, but will also bring your ads greater success.

The latest instalment of Get to Know the Coaches we get to interview the Tom Ferry, arguably the biggest coach in real estate!

Before jumping into the interview I’d just like to say a big thank you to Tom for doing this interview while travelling through Europe. A big thank you as well to Marni Hale, the Director of Marketing for Tom Ferry who helped coordinate and get the interview done.

Without further ado, get to know Tom Ferry of Tom Ferry International!

How would you describe your coaching, Tom Ferry?

My coaching programs are built around an ecosystem that creates massive growth and duplicable results. The ecosystem is made up of a community of the industry’s top agents, industry’s most knowledgeable coaches, private mastermind groups and referral sharing (that most members say is worth the investment alone), exclusive member only networking and training events, and the proven systems needed for success.

What makes someone “coach-able”?

I always say “What got you here, won’t get you there!” Someone who is coach-able is willing to step outside of their comfort zone because they know that’s where change and growth happens. When they make that commitment, they are showing that they are willing to put in the time and effort to implement the systems and techniques to reach the next level of success in their business and life.

Do you identify more as a coach, sales trainer, mentor, or accountability partner?

I grew up surrounded by some of the best coaches in the industry like Zig Ziglar, Mike Vance, and Brian Tracy. I relate most to the title success coach, but the reality is that I provide all of those services, as any good coach should.

Who should hire you?

I often ask agents, “Are you interested or committed to being successful?” Those agents that are truly committed to success are the ones who will grow the most in our community. They know that they can be better agents/team leaders/owners, who serve more customers, and have a life and business that is by design.

Who shouldn’t hire you?

Energy sucking vampires and agents who would rather complain than help their clients.

What makes you different than other coaches out there?

My coaching experience – nearly 30 years and over 10,000 hours – and my constant and never-ending hunger for learning and improvement. This has allowed me to identify and share the most effective business building techniques.

Have you sold real estate personally?

I’ve been in the training and coaching business since I was about 18 years old, and I’m now 46. I have nearly 30,000 hours of business coaching under my belt. That’s what I do. The insanely great agents from around the globe that work with us, use myself, our trainers, coaches and our ecosystem as a resource to grow their business. They’re not looking for me to sell houses. Instead, to expose them to the very best in the industry, codify what they’ve done, convert it into a system that can be replicated, and allow them to run with it.

Where are you located geographically? Where are your clients?

My office is headquartered in Orange County, California. I have training events around the world and am honored to have coaching clients from around the world too.

What’s your speciality?

My specialties are:

• Helping agents breakthrough the barriers that are preventing them from reaching their desired success
• Transforming rockstar agents into leaders who run a team that outproduces what they could have done on their own
• Teaching team leaders how to grow a scalable business that becomes sellable

Do you have systems for your clients? 3rd party or in house?

Systems are the foundation of my coaching programs. With my nearly 30 years of coaching, I’ve helped top producing agents implement systems that are optimized and proven for success.

Members of my ecosystem have access to my exclusive REsults App, Breakthrough by Design 10-week program, and a proven coaching program. Like I always say, “what gets measured, improves” and our REsults App gives agents the tools to track and measure success. It’s also an amazing way to network with top agents around the world for referrals.

What’s your on-boarding process like? How long to get someone up and running?

As soon as someone signs up they get access to our exclusive ecosystem (see my answers below for what that includes). While that is happening, agents that are new to the program will fill out a self-assessment form so they can be best matched with a coach and a dedicated success representative.

What’s included in your programs?

All members get access to our exclusive ecosystem that includes: private mastermind groups, the REsults app, one-on-one coaching sessions, ongoing group training sessions, discounted or free tickets to events, and access to a massive digital member center with tools, case studies, and exclusive resources.

Depending on where an agent is in their business, I offer three program choices: Core+, Elite+ and Team+ to support their individual needs. Most top producing agents begin in Elite+ and move up into Team+ for the remainder of their business.

What is the price range of your services?

My programs range from approx $6,500 – $32,000 a year, with options for monthly, quarterly and semi-annual payments. The cost of coaching is commonly covered with 1-2 new transactions (in major metropolitan locations,) and Tom Ferry coaching members earn 10X more than the NAR average GCI.

Term length of contracts and cancellation requirements?

The contracts run every 12-months however most agents remain members of the community for the life of their business.

What we know is that success doesn’t happen overnight, and those who are truly committed to success know that it takes time to see massive growth. We provide specific guidelines and actions to take, and if the customer does those things and still doesn’t succeed, we offer a money back guarantee.

What’s your turnover rate?

For agents who make the commitment to building a better business, the turnover rate is extremely low. Most agents are members of the community for the life of their business.

What’s the main reason people stop coaching?

People would like to tell themselves all sorts of reasons about why they stop coaching, but the reality is it comes back to the question of being interested or committed. Progress takes work and my coaching isn’t for everyone. Sometimes agents aren’t committed to the massive action required to reach the next level of success, and they choose to stop coaching.

Can you share documented and proven results for your clients increase in performance?

The success stories from our members are what drives us to serve them better everyday! http://www.tomferry.com/testimonials/

Best training for a new agent?

Most new agents feel overwhelmed and have no idea where to start. The thing is that if you feel overwhelmed it just means you are under planned. I think it’s important for new agents to establish the sales skills, proven systems, habits and strategies right from the start. Getting a solid foundation in those things from the beginning lays the foundation for success.

Do you hold any designations?

• New York Times bestselling author, Life! By Design
• Named #1 real estate coach for four consecutive years (Swanepoel Power 200)
• Included on the Inc. 5000 list for four consecutive years
• Voted best place to work in Orange County, CA

Anything else you’d like to add?

At the end of the day, it’s really not about me… It’s about the real estate industry as a whole, including the agents who are able to create the business and life that they’ve always dreamed of. Most importantly, it’s about the buyers and sellers who are then helped with superior service and skills. My goal from the beginning has been to create a better real estate experience for everyone, and seeing that come to life makes my heart sing.

Want to book a call with our team about how we can take your marketing to the next level? Talk to Andrew Fogliato directly about how to grow your business.

Seth Price, whom many of you know, is a leading expert in Personal Branding. With the launch of his book coming up, now is the perfect time to share this great piece of content he and his co-author Barry Feldman created! For the A-Zs of personal branding, keep reading below:

Personal Branding: A-Z

26 milestones on the road to recognition 

Who knows your name? The answer is all-important to your professional success.

Your personal brand is the engine of your career. It’s fueled by the content you publish and the things you do. Recognition ignites it.

Ready to rev it up? Here are your keys:

A – Is for authenticity. Understand your brand’s all about the real you. You, my friend, you are a brand. Anything other than the real you won’t do. Discover exactly what makes you fascinating. Build your brand on your true strengths and allow it to navigate your road to recognition.

B – Is for blog. Build your personal brand with a blog. Publish your point of view. The most important personal branding development in the age of digital media is the power to publish at will and express your ideas. Start a blog and keep building on it.

C – Is for content. Create content to connect with your target audience. Valuable content has magnetic power. On your blog – or in addition to it – create an interesting mix of content in various formats to earn the mindshare and trust your brand needs.

D – Is for design. Design a smart and stylish identity. Look good. Everything you create should be presented with class and continuity. Develop a tasty logo, colour palette, and design standards that reflect well on your brand.

E – Is for email. Establish and expand a list of email subscribers. Own an audience Email is your ace, the money medium. It’s private, permission-based and pervasive. Commit to developing an email list and using it to nurture relationships with your subscribers.

F – Is for followers. Grow a following and lead the conversion. New Media is a two-way street. You can’t have a brand without an audience. Social media makes it possible to develop a tribe of followers – like-minded people with common interests – you’ll aim to educate and inspire.

G – Is for Google. Assess how the world sees you. Search yourself. Think of goggle as the business card the entire world has instant access to. You need to “Google yourself,” evaluate the results and create and execute a plan to look good in the eyes of the searcher.

H – Is for helping. Offer what you can, whenever you can. Put goodwill to work. Don’t wait for opportunities to come to you. Find ways to be helpful! Be the first to volunteer, connect people, or get behind meaningful missions.

I – Is for influencers. Lookup and connect with the people you look up to. New friends will open doors. Influential professionals have prominent friends. Seek out leaders, surround yourself with them, and find ways to be of value to them.

J – Is for joining. Join communities where ideas are incubated. Make your way into social circles. Affiliations are all important to the growth of your brand. Find groups you’d be proud to be a part of, get involved and make your presence known.

K – Is for keywords. Position your personal brand with some choice words. Got a personal glossary? When surfers go a-Googling, which words will lead them to you? Build a shortlist of relevant keywords and use them often on your site and across all your social media profiles.

L – Is for LinkedIn. Master the branding epicentre of the Internet. Cats and dogs don’t belong here. LinkedIn is the social network that means business. It’s the personal branding epicentre of the Internet. Take LinkedIn seriously and learn how to work it.

M – Is for media. Channel your energy into the right channels. The web is wide. Media is more complex than ever and more vital. Identify the outlets that are most valued in your field and use the tools available in them to elevate your brand.

N- Is for network. Connect with professionals— and with purpose. Make friends. Make connections fearlessly and frequently—locally, regionally and globally. Have a business card or something of even greater value to distribute. Follow-up and follow-through

O – Is for offers. Offer your visitors great value—for free. Meet readers where they’re @. Expand your email list, build relationships and position yourself as an authority by offering your readers value-added content—or lead magnets—in exchange for an email address.

P – Is for podcast. Turn on a mic and say what’s on your mind. Get people to listen to you. Top professionals appear on podcasts and create their own shows to capitalize on the format’s growing popularity and because the power voice offers for making genuine connections.

Q – Is for questions. Ask your audience to join the conversation. Everyone loves a good listener. Identify the questions your audience seeks answers to. Ask questions. Ask people to tell you their stories. Ask for their ideas. And listen closely.

R – Is for recognizing others. Point to the people that empower you. Share the spotlight. You won’t achieve your goals on your own. Privately and publicly, recognize the contributions of every person who’s played a part in your brand development.

S – Is for speaking. Get in front of an audience. The power of the podium is undeniable. Public speakers gain credibility as subject- matter experts and enjoy many networking benefits. You need to step up to the mic and share what you know.

T – Is for target. Develop keen insights of your target market. Who cares what you have to say? Develop a clear understanding of your target market. Develop personas with a focus on the needs of your audience and their pain points. Conduct interviews and surveys to learn as much as possible.

U – Is for unique. Identify your unique value proposition. What makes you special? Every meaningful brand has a unique value proposition. Though you may be one of millions specializing in your field, you need to develop and nurture a one-of-a-kind point of differentiation.

V – Is for video. Look into the lens and engage viewers. Roll video into your media mix. Video increases trust and helps you come across as human and sincere. It’s become easy to make and distribute video. Look in the lens, relax and let it roll.

W – Is for website. Construct a home on the web in your name. Master your domain. Your website is the mousetrap and your content is the cheese. Work with professionals to plan, design, write and publish a website that is the HQ of your personal brand.

X – Is for eXAmine. Keep close tabs on your progress. Measure what matters. Your x-ray for all online efforts is analytics. Deploy Google Analytics and/or additional tools to stay informed of how visitors behave on your site and what you can do to improve their experience.

Y – Is for “you do”. Make a plan to achieve your personal branding goals. Know what you’re doing? The development of your personal brand is a perpetual exercise. Create a plan for getting started as well as a list of proactive actions YOU DO regularly.

Z – Is for zeal. Let no roadblock slow you down. Shift into overdrive. Zeal is a “strong feeling of interest and enthusiasm that makes one determined to do something.” There is no more essential ingredient of a successful personal brand.

Even if you know how to choose your targeting and set your audience you still need to make sure that the ad itself is set up the right way. Having consulted with some of the best in the world at Facebook ads and tested many versions in real estate I’ve found a template that works for most ads that are generating leads.

Keep in mind that you do need a good landing page for your ad to ultimately generate leads. Even with the perfect ad, a bad landing page won’t convert the traffic.

Step 1: Get Them to Say Yes

The first step in creating an ad is to set up the first line with a question that gets your ideal prospect to say yes. If you’re targeting home owners who want to sell their home then open with a question asking if there selling their home this year.  Ask a question that whoever reads it, if they read the question and say yes, when they keep reading its because they’re your ideal target.

Step 2: Build Rapport with Your Target Audience

What makes social media different than other advertising platforms is that its designed to be social. People want to connect on a more human level. Show your humanity and build rapport with the audience. Give them a reason to care and to keep reading your ad.

Step 3: Tell Them What You’re Offering

Now that you’ve give them a reason to care, tell them what you’re offering. Lay it out plainly. Tell them why it will benefit them and which of their pain points it will solve. If they have a problem, what you’re offering here should solve it.

Step 4: Your Call to Action

Now tell them how to get your offer. Is it to go to your website and download? Register on the site? Tell them exactly what they have to do to redeem it.

Step 5: Selecting the Right Image

For starters, never use cheesy office stock imagery. Every time you use fake people smiling while standing around looking aroused by something on a computer screen a kitten dies. True Story. Dead kittens, that’s on you.

You can use stock images but find really beautiful stock images. Use somewhere like stocksnap.io or unsplash.com.

Take the time to find the right image. Your image should tell part of the story of your offer. If you have a strong lead magnet its solving a problem for your potential client. If you solved their pain point, what would they look like? Show the result. Show them happy.

Pro Tip: Increase the contrast 30-40% on your images to give them a little extra pop in your ad. Stand out from the crowd a bit.

Step 6: Crafting the Headline

The headline that goes under the image should tell them what the offer is. Put exactly what the offer is and what the main benefit of signing up is. You should also be sure to highlight what the type of offer is. Are they reading a blog post? Downloading an ebook? What is their offer type?

Step 7: Just the Tip

The last, and often smaller element of the ad, is the extra space you have in the news feed description. Since the space is limited just include a little bit of what the benefit is. This way it gets them excited and they have to click through to get the rest.

Follow these steps and you can create for yourself a high performing Facebook ad. There’s a lot more to the different steps in an effective Facebook campaign but this step is crucial.

Want to see what all these  steps put together look like? Take a look below.

This edition of Get to Know the Coaches we’re taking a slightly different route. We’re interviewing a brand new coach; Tamara Stone. Tamara has joined Goodfellow Coaching & Consulting. If you recall they were the first coach to be interviewed for this series. I didn’t think I would interview any brand new coaches for this series but this is different.

Tamara Stone is someone I have tremendous respect for. Along with her sister Shannon, they’ve built an incredible team called the Stone Sisters Group in Kelowna. If she brings even half of what I’ve heard her speak of then she can be incredibly valuable to the right persons business!

Without further ado, here is the interview with Tamara Stone:

How would you describe your coaching?

My coaching style is to be approachable and inspiring. To motivate someone to help them achieve all they want to achieve. I do this by holding them accountable and reminding them of their goals.

What makes someone “coach-able”?

Anyone who is willing to listen and understands that they don’t know it all. We can all learn more

Do you identify more as a coach, sales trainer, mentor, or accountability partner?

Good question! I identify more as a coach and a mentor. I find it so incredibly satisfying watching someone grow and seeing them achieve what they dreamed of.

Who should hire you?

High performers who lead a team and are wanting to take their business to a new level. Goodfellow Coaching focuses on teams with a gross GCI of $500,000

Who shouldn’t hire you?

A brand new agent may have better resources for a beginning agent (for less money) elsewhere.

What makes you different than other coaches out there?

My passion for the business, the fact I am Canadian and that I am a woman are all things that set me apart from a number of other coaches.

Have you sold real estate personally?

I have been a licensed agent for 21 years. Together with my sister and our team we sold 246 properties last year and have a goal of 325 sales for 2017. I am still a very active Realtor and understand the day to day operation of the business.

Where are you located geographically? What percentage, approximately, of your clients are American vs Canadian?

Western Canada in beautiful Kelowna, BC in the Okanagan Valley. I have just begun coaching and so far my clients are all Canadian but this may change.

What’s your speciality?

Helping someone who is producing well but perhaps has plateau’d take their business to a whole new level. Helping people treat the real estate business as a business, not a job.

Do you have systems for your clients? 3rd party or in house?

Goodfellow coaching has fantastic systems for our clients.

What’s your on-boarding process like? How long to get someone up and running?

Someone can be up and running within a couple of weeks. We have a great questionnaire that helps us understand our clients and their needs.

What’s included in your programs?

Four 30 minute calls a month plus access to our members only website with much information, access to our networking group, monthly power calls hosted by either the founder Ken Goodfellow or one of the other top notch coaches and access to the private Facebook group.

What is the price range of your services?

Our coaching fee is $1,500 per month

Term length of contracts and cancellation requirements?

We don’t tie anyone to us and the cancellation is 30 days notice.

What’s your turnover rate?

So far zero 🙂

What’s the main reason people stop coaching?

I find that price is only an issue in the absence of value. People stop coaching if they aren’t getting value. I believe that people hire a coach to help them improve their quality of life and volume of business. We all know what it takes to succeed in this business but having someone with excellent experience hold them accountable and give them suggestions and ideas on how to improve and grow is incredibly valuable.

Can you share documented and proven results for your clients increase in performance?

Since we joined Goodfellow Coaching 2 years ago our business has doubled! Our GCI last year was $2.6 M

Anything else you’d like to add?

This is a phenomenal business, with great flexibility and unlimited potential. Being able to share ideas and have a mentor was the best decision I ever made for our business and I am honoured to now be able to share my knowledge and experience with others.