A Real Estate Agent’s Guide to Paid Ads and Prospecting

In this episode of the REDX Podcast, Hannah Rabé sits down with Keeley Stevens to take a deeper look at how paid advertising and organic social media can work together to support real estate prospecting. Keeley, who manages REDX’s social media strategy and organic content, explains how Ad Builder allows agents to use their REDX data to reach specific audiences on Facebook and Instagram. The conversation explores how agents can use different strategies for Expireds, FSBOs, FRBOs, GeoLeads, and pre-foreclosures while building stronger recognition between their name, their market, and real estate.

Throughout the conversation, Hannah and Keeley break down when to use reach and awareness campaigns versus traffic campaigns, how to customize ad templates, how to evaluate campaign performance, and why organic content is an important part of the process. Keeley also explains why advertising should not replace prospecting conversations and why agents should have an active, credible social presence before sending people to their profile through paid ads. From choosing the right message for each lead type to creating consistent content that shows both expertise and personality, this episode provides practical strategies for agents looking to make social media a more intentional part of their prospecting system.

Here’s What You’ll Discover in This Episode…

• What Ad Builder does and how agents can use their REDX data to reach specific audiences on Facebook and Instagram.
• How continuously updated lead lists can help maintain campaign momentum without repeatedly rebuilding campaigns.
• Why advertising messaging should match the specific lead type and situation being targeted.
• How agents can use templates as a starting point while making their content more personal and recognizable.
• What reach and awareness versus traffic campaigns are designed to accomplish.
• How agents can use advertising alongside postcards, calling, open houses, and other prospecting activities.
• Why campaign budgets should be evaluated based on the size of the audience and the results being generated.
• How metrics such as CTR, CPC, reach, impressions, and clicks can help determine whether an ad needs to be adjusted.
• Why consistent organic posting helps build credibility when prospects visit an agent’s social media profile.
• How agents can turn successful organic content into potential paid advertising.
• What strategies can be used for expireds, FSBOs, FRBOs, GeoLeads, and pre-foreclosures.
• Why paid advertising should support prospecting conversations rather than replace them.

JUMP TO THESE TOPICS

• 00:00 – 📣 Introducing Ad Builder & Paid Social Strategy
• 03:00 – 🔄 How REDX Data Updates Ad Audiences
• 08:00 – 🎯 Choosing the Right Ad & Audience
• 12:00 – 🎥 Customizing Templates & Creating Content
• 17:00 – 👀 Reach, Awareness & Traffic Campaigns
• 20:00 – 📬 Combining Ads With Postcards & Prospecting
• 22:00 – 💰 Setting Your Advertising Budget
• 31:00 – 📊 Understanding Ad Performance & Metrics
• 39:00 – 🏡 Strategies for Different Lead Types
• 44:00 – 📍 Using GeoLeads for Social Advertising
• 47:00 – ☎️ How Ads Support Prospecting Conversations
• 54:00 – 📱 Building Credibility Through Organic Social
• 59:00 – 🔁 Turning Organic Content Into Paid Ads
• 1:08:00 – 📈 Knowing When Your Ads Are Working
• 1:13:00 – 🚀 Getting Started & Improving Over Time

REACH KEELEY STEVENS:

⚡️Facebook Community: https://www.facebook.com/share/g/1ArVzBNT6a/

RESOURCES:

⚡️ REDX Prospecting Platform: https://www.redx.com/

⚡️ REDX Services: https://www.redx.com/products/