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How to market insurance for a residential tenancy? (8)

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Hi,

yesterday a former customer I used to write website articles for asked me if I'd know how to promote insurances for residential tenancy via Facebook. I personally have never done this and don't know how to start.

What are some basics steps I can take to find out how it's done succesfully?


Thanks

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You got a website/lander for us to show? Personally I have never touched it but might give some insights from similar campaigns!

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Thank you. I appreciate it.

Here is the website: https://www.gocaution.ch/de

The site is only in German, French and Italian.

So far the customers come through insurance comparison calculator which are ranked high in google.

There's no FB funnel yet as I have no idea how it should be for such a product.

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This is a high intent product, so Google or price comparison aggregator like comparis in CH is probably the best traffic source for this.

Are you working on a price per lead or as an agency (so you get paid a percentage of total ad spend)?

Sent from my ONEPLUS A5010 using STM Forums mobile app

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So far I'm not promoting the products. There isn't even an affiliate program yet.

I just used to write articles for this website to help them rank high in google and now they came back to
me asking if I can help with FB. As I know that here are smart people in the forum I just try it here.

Most of the customers came through google and price comparison. The price comparison generated most of the sales
as the insurance is the cheapest among others.

Now the competition is trying to build their own insurance comparison websites with their own ranking criteria.

As it is a high intent product the question remains if it is possible to market this product through Facebook
and if yes, how a working funnel should look like.

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Yes it's possible, very much especially you mention they are the cheapest. Since the payout will be quite high you have plenty of room to test, optimize and bank hard.
A simple survey with questions regarding this subject might do the trick already, in the look & feel of the website, to warm people up a bit.

The funnel maybe needs to be optimized since "online abschliessen" is kinda covered up. Also lots of distraction towards the online request, for example the call now stuff.

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Are there any working FB funnels out there already for these kind of products? At least in Switzerland we found nobody using FB to promote it. That's not b/c they have tried and figured out it won't work. We assume they just don't know how to go about it.

I would now have a look if somebody does this already successful in other countries. For example US, Australia, etc. and then try to model their funnel.

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Switzerland is a relatively expensive market for a product like this on Facebook. It certainly can be done, but requires careful targeting. US, Australia, etc are all large countries with one language. The challenge you will find on FB CH is that most target audiences you create will be too small and as such you will need to spend money on audiences well outside your target demo/psychographic. You can try getting all the customers of your existing client and try to run a lookalike campaign on them, but I would imagine that even that will not give you enough reach.

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