New research shows that agency leads generated by Facebook ads are much more effective than previously thought – but most agents miss out on the new opportunities.

Data gathered by Twenty CI and released by The ValPal Network (TVPN) shows that roughly one in five ValPal leads generated via Facebook go on to instruct.

But agents convert only five per cent of their own Facebook leads while the rest are instructing competitors.

TVPN director Craig Vile, says: “The number of leads generated is much higher than even we had anticipated.

“We all know Facebook leads should generally be considered ‘top of funnel’ but this shows how important it is to value every opportunity, regardless of where it has come from.”

TVPN looked at all ValPal pages specifically created for Facebook lead generation only.

The results showed:

November (last 18 months):

17.31% of Facebook leads instructed

4.16% listed with the agent that generated the lead

95.84% listed with another agent

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December (last 18 months):

18.87% of Facebook leads instructed

5.51% listed with the agent that generated the lead

94.49% listed with another agent

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January (last 18 months):

19.24% of Facebook leads instructed

5.13% listed with the agent that generated the lead

94.87% listed with another agent

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Vile continues: “This data is incredibly valuable because it highlights how important it is to nurture your leads.

“Salespeople are often drawn to the low-hanging fruit by nature, but there are rewards for those who choose to play the long game.

“Many agents are missing out on a lot of business – which demonstrates the need for lead-nurturing tools, like MovePal, which keep agents front of mind when the property owner decides the time is right to sell.”

* The ValPal Network is a product of Angels Media, publisher of Letting Agent Today and other Today industry newsletters.