Acting as a real estate agent is a lot like having your own small business.
You will need to get your name known, find customers, and start selling real estate properties. If you do not have much experience in marketing, it may be daunting to think of ways to promote yourself – especially when there are many different ways to advertise, and some of them are expensive.
If you want to save money but still have an effective real estate marketing strategy, Facebook is a good place to start. In this article, we will share 7 helpful tips for creating effective Facebook ads that will help you find and keep customers.
Creating effective Facebook real estate ads
Facebook should be a core part of your digital marketing strategy if you want to reach your potential customers where they are spending the majority of their time online.
We will share 7 tips for creating impactful Facebook ads that will help you engage with your target audience of real estate buyers and sellers.
|Note: Not sure where to begin? Check out this ultimate guide for how to advertise on facebook that will run through all the details.
Tip 1: Segment your audience
If you want your Facebook ads to be effective, you need to target the segment of the population that is most likely to need your services. This means that you shouldn’t just try to get as many people to see your ads as possible. For example, if you’re a real estate agent who works in Chicago, you’re not going to get much business from people who live in Sao Paulo. Therefore, you’re just wasting money on advertising to them.
|Tip: Learn more about what a short sale is in real estate.
Facebook allows you to segment users in four main ways:
- Location: You can target people by country, state, city, county and even within a designated radius of a specific address.
- Demographics: Using this option, you can segment your audience by major demographics such as age, language, and gender. You can get even more granular with the data and filter by job title or political views.
- Behavior: Behavioral data allows you to target Facebook users based on what type of mobile device they have, their purchase history, and even life events like travel plans.
- Interests: This option is particularly helpful because you can target people that have expressed interest in your industry or service.
If you know your target market well, you can use Facebook Ads to reach them more effectively. Targeting your ads to a specific audience can help you to get more leads that are interested in what you’re selling.
Tip 2: Know the basic components of a Facebook Ad
Before considering the content of your advertisement, you should become familiar with all of its main components.
Facebook ads appear on users’ timelines alongside other posts from their friends or businesses they follow. The main difference is that ads have gray text indicating that they are “sponsored” to alert users that they are seeing a paid advertisement.
As you can see, a Facebook ad has three main components: an image or video that catches people’s attention, a call-to-action telling them what to do next, and some lead-in copy that explains why they should do it. We’ll talk more about this later.
Tip 3: Experiment with images and motion graphics
Most real estate ads are fairly boring. They usually have a picture of a smiling real estate agent next to a house that is for sale, with big text saying that the house will sell quickly. Although this might be a quick and easy way to advertise the properties that you are selling, it is not very different from the ads that other agents in your area are running.
This is your chance to show your creativity. You can share a video or use a carousel ad to show multiple properties at the same time. It’s important to let your personality show, because people work with real estate agents that they like and can relate to. But remember that your goal is to get leads, so always keep things professional.
Tip 4: Use video to your advantage
Imagine yourself as one of your prospective clients scrolling through their Facebook feed. What kinds of real estate ads do you see? Are they all generic? A video might stand out from the rest and capture attention.
Adding video content to what you already offer makes it more engaging and thus more valuable to your audience. Video content could include listings you have available, a testimonial from a happy customer, or even a recruitment video if you’re looking for new agents to join your brokerage firm. The “play” button is eye-catching and encourages users to click on your ad.
Tip 5: Write authentic and transparent copy
How can you ease their minds and let them know that you’re the solution to their problem? You don’t need to be a professional copywriter to write ad copy that encourages your audience to take action. Consider the overall message you want to communicate through your Facebook ad. What are you trying to achieve? What are your audience’s pain points? How can you show them that you’re the solution to their problem?
The most important thing to remember is that it is important to sound like you are telling the truth and being honest in your message. It is your job to make people believe that you are credible and trustworthy. The easiest way to make people not believe in you is by promising too much or being dishonest in your advertisements.
Tip 6: Master the art of the follow-up
You’re generating leads through your ads, which is great. However, you need a plan to sort through and follow up with those leads, or you won’t see a return on your ad spend.
If you have a small real estate business, you can use Facebook Ads Manager to track your ad performance and organize your leads into an Excel spreadsheet. If you have a larger business, you might need real estate CRM software.
Tip 7: Monitor performance and make adjustments
You will need to monitor your ads’ performance and make adjustments as you go along. Keep in mind that every audience is different and what works for one group may not work for another.
If your ads aren’t doing well, try changing the content. Test different lead-in copy and images. Try making a video if you’ve only used still graphics before. You’ll have to experiment to find what works. An ad that does well at first might not be successful later, so always come up with new ideas to keep your Facebook ads fresh.
One piece of the puzzle
uth marketing, can be a powerful tool to reach new customers. Although Facebook ads may not be the only strategy you need to implement to see growth in your business, they can be a helpful tool when used in conjunction with others, like word-of-mouth marketing.
Tip 8 :Run Video Awareness Campaigns
You now have a page with great potential and a lot of likes. The only thing you’re missing are some ads that will really grab people’s attention.
In order to be successful on Facebook, you need to start paying for advertising. Organic content is no longer enough. Pay-per-click marketing is a necessary tool to increase awareness and reach your target audience.
Every ad campaign you create on Facebook needs to have a purpose.
Facebook has four types of campaign goals:
- Brand awareness
- Lead Generation
The focus of this initiative is to increase brand awareness. This will enable us to reach a larger audience and engage potential customers who are not familiar with our brand.
This is a good choice for people who are just beginning to use Facebook because it gives them a lot of opportunities to establish their brand.
This recent shift to video content on Facebook may be due to the fact that videos are inherently more shareable than other types of content. Users who view videos on Facebook are 1.81 times more likely to purchase a product than users who don’t view videos. This increased likelihood to purchase a product may be due to the fact that videos are more shareable than other types of content.
An engaging video on your page can help you reach a new audience and find buyers and sellers.
The best video ads on Facebook are those that don’t require sound. Creating video ads with captions will produce better results.
You also want to take length into consideration.
People’s attention spans are gradually getting shorter in today’s culture of instant gratification.
Marketing and print advertising have the potential to create a booming real estate business.
The most viewed ads are those that are 30 seconds or less. 60-minute videos that are solely ads for businesses don’t get many views because people don’t have the time to watch them.
The last step in creating your video awareness campaign is to choose your target audience.
Facebook has the best targeting options on the planet.
To optimize your campaign results, refine your target audience.
When creating your ad, be sure to target an audience that is similar to your current customer base. This will ensure that your ad reaches people who are likely to be interested in your services.
To reach your target market, you can focus on specific demographics, interests, and behaviors. For example, a startup baby food company might try to win over customers from a competitor by targeting people who are already fans of that brand.
Now you are able to start your first video campaign for awareness.
Tip 9: Install Facebook Pixel And Run Retargeting Ads
You likely had an existing client base before you started your page.
Although you may be spending more time and effort trying to attract new customers, don’t forget about your existing ones. They are still in need of your services and this creates a great opportunity for you as a marketer. According to research, current customers spend more than those who are simply prospects, by as much as 67%.
We will use the information to target ads at people who have visited your website before, with a specific message.
The purpose of retargeting ads is to advertise to people who have already interacted with your page or business.
Facebook has a tool that tracks your existing customers.
The tool is called the Facebook pixel.
It does a variety of things:
- Measures cross-device conversions. It collects the conversions you get from your Facebook page, your website and any other medium you use for b2b marketing.
- Optimizes delivery of your ads to people who are likely to take an action. It keeps data on your previous buyers and sellers and advertises to them and people like them.
- Creates custom audiences from website visitors. Pixel knows the characteristics of everyone that has interacted with your business.
- Helps you learn about your website traffic. It provides you with data about who has been getting to your website through your Facebook ads.
Facebook’s Pixel feature allows users to track conversions on their website.
Pixel creates a custom audience based on the people they track, which allows them to be targeted again in the future.
If you want your ads to be targeted to people that are more likely to convert, then you need to get more conversions.
Tip 10: Drive Traffic To A Persuasive Webinar
Another type of Facebook campaign is a traffic campaign.
The goal of a traffic campaign is to increase the number of viewers who go to your Facebook page or website, in order to get them to take some kind of action.
Using a traffic campaign to get users to your website is the best way to promote your realtor services.
One great way to further your traffic campaigns is to use webinars.
Webinars are becoming increasingly popular among marketers as an effective way to generate leads.
In this webinar, you should focus on being relatable, building trust, and providing value to the audience’s current home buying or selling situation. You can then ask them to work with you to buy or sell a home, or provide a PDF with the top 5 tips for making or saving money in their local market.
The goal of your webinar should be to show the client that you are the best fit for their needs.
To get people to attend your webinar, you will need to advertise it on your page.
You can create a video ad for your webinar on Facebook by choosing to feature a sneak peak of the content. This will encourage your followers to sign up and view the entire webinar.
It is important for the webinar to be engaging and relevant to the audience.
The last step is to start your webinar and see the customers come in.