How do realtors pick up new leads in today's technologically advanced society? Using Facebook Ads, of course!
Every real estate agent knows that generating leads with engaging marketing campaigns is the key to success in today's competitive real estate industry. According to a recent study by Mediakix, the average person will spend more than five years of their lives on social media, giving the realtors an excellent opportunity to find the right people with the right Facebook ad. Facebook offers remarkably granular targeting options, making it possible to reach your perfect audience on the first try. Want to reach newly married homebuyers? No problem. Interested in speaking to wealthy retirees? It's a few clicks away.
Whatever audience you want to attract, it is clear that Facebook advertising is the solution. But what is the strategy behind all of this and how can you refresh your own strategy for big results?
Here are some super-efficient tips to make sure you get in front of the people you want to reach.
When starting with Facebook ads, the first thing you want to do is set location targeting based on the region you're selling properties in. A good idea is to target postal codes that usually move to where you are selling, based on your selling history.
Another option is to target the age groups most likely to purchase in your area. Usually, ages between 30 and 50 should be your group to go.
Target your audience according to their earnings. You can find this option by going to Detailed Targeting > Demographics > Financial > Income in your Facebook Ads manager.
You can also target your market by their homeownership status in the categories: first-time homebuyers, homeowners, and renters. You can find these options by heading to: Detailed Targeting > Demographics > Home > Home Ownership in your Facebook Ads manager. Depending on the property types you sell, this could be very useful when finding the right people. Luxury listings and big listing agents, we're looking at you!
Target a lookalike audience
Reach new people whose interests are similar to those of your best customers.
To create your lookalike audience, you can use a list of people who recently purchased a property, and then upload that list to your Facebook Ads Manager. That way Facebook's algorithms are able to find new people in a similar position to invest in your properties, as those you have already dealt with.
Bonus tip: A 1% lookalike will be your smallest audience and the one that most matches your source audience.
When compared to images, video ads received much more inquiries.
Video marketing is currently underutilized in the real estate sector. This is a great opportunity to stand out from the crowd.
Video provides the viewer with a more realistic look into the property, and takes much less effort to take in. If you want to go a step further, try creating a 360° video that allows your audience to move around the property with their mouse or finger tip. For more, check out our guide on getting started with 360° tours.
Finally, when uploading your video into the Facebook Ads Manager, make sure you are following the suggested specifications for video.
Use Carousel Ads
The format of the ad carousel essentially allows advertisers to display a series of images in a catalog-like format so that viewers can scroll and display multiple images or ads.
This ad format is perfect for the real estate industry. When listing your properties in this format, you can also add price, location, number of rooms and much more.
While developing your Facebook ads for real estate, display realistic images and direct your ad copy to your target audience. Show the buyer exactly what you are selling before they even click their mouse.
If real estate laws allow you in your region, add the listing's address, price, square footage, location, number of bedrooms, and any other information you feel would be relevant in your Facebook ad text.
Aside from being transparent, there is another way to earn trust through your advertisements. This is about giving your happy customers a chance to tell their own stories. Use your testimonials and reviews to build trust with your audience. If this is part of your regular content schedule, why not boost your most successful post of the past week for a 7 day period for a small amount? That way you can always have a testimonial ad running along side your listing ads.
Get creative with ads
Employ professional photographers and videographers to capture your property. You have less than 3 seconds to stop a potential buyer in their tracks online, so you have to make sure your pictures and video are absolutely amazing!
Advertising on Facebook to realtors should not be an exhausting and intimidating task. Follow these tips and watch your listings fly off the market!