Selling a house has its ups and downs especially if you are a real estate agent and intending to get clients from Facebook.
You have to realize that no one gets into Facebook to search for homes to buy or to let.
Most of the people on Facebook are out to look at what their friends are doing and get acquitted to their endeavors.
No one is in need of a real estate agent who keeps asking them to buy homes, which they are not in need of.
This is one fact, which many real estate agents have ignored in their pursuit of clients when creating and running Facebook Ads.
I know you are here most probably because you have tried running ads that do not have a real conversion.
I have run real estate ads for agents in the industry in the past, and I have gathered the strategies that have resulted in many conversions.
Paid Ads can be quite costly especially if you have no idea of what you are doing.
After a little creativity and experimenting on social media, generating leads for real estate can be quite profitable.
Why Facebook Ads for Real Estate Marketing?
Previously, Facebook had established itself as the new frontier of online marketing. Over the years, the channel has grown to become the number one destination of every real estate agent in need of significant leads.
Two reasons should move you to start your marketing strategy with Facebook; One is the ability to reach almost everyone in the world ( Billions of users) and two, you can target ads to specific audiences.
Facebook is the home to the most number of adults online. Be that as it may, Facebook allows you to target your audience in quite a variety of ways including online behavior, demographics, and data from third parties.
Even with these tools available, it is not easy to get the best results. Many real estate agents have spent thousands of dollars on ads with very little to show out of it. One great way to generate valuable results is through optimizing a target audience.
I will outline and demonstrate three of the best ways Real Estate Agents can use to target their audience below. With these three real estate Facebook ad strategies alone, you will be able to concur your Facebook money market.
1. Facebook’s Real Estate Dynamic Ads
A while ago Facebook had introduced an Ad structure that is customized to suit the needs of retailers who needed to retarget visitors browsing through their sites.
The same has now been extended to other industries including real estate, airlines, and hotels.
What are the dynamic ads on Facebook?
This new ad model has enabled realtors to retarget people who visit sites to view apartment and home listings for sale or rent.
Facebook’s Real Estate Dynamic Ads are easy to use. This tool takes a realtor’s home listings and converts them into ads.
The Ads generated will appear on Instagram and Facebook feeds of those who had previously viewed such listings in the realtor’s site.
Structure of the Real Estate Dynamic Ads
The Ads will capture the following information from the home listings:
- Images of the property
- Number of Bedrooms and Bathrooms
- Type of property
- Whether it’s for sale/rent
- And if it has been newly constructed
The Facebook tool will be able to combine the information gathered from the realtor’s site, and what he/she has uploaded.
Thus, Facebook will be able to select the best information that will be appealing to the users. The Ads created will have a link that takes the users back to the realtor’s site.
“Real estate is an area we’re betting big on as a company,” Facebook’s real estate and financial services chief Keith Watts told real estate news site, Inman. “We think it’s content that consumers want to see.”
This is a great improvement beyond what has previously been used to retarget audiences. Such tracking tools can be used to factor in other details that could have been missed such as the prices and neighborhoods that users come from.
2. Building a Custom Audience
Making a custom audience involves using your customer’s information to match them on Facebook. To start this, you need to upload a CSV file into Facebook that contains names, phone numbers, and email addresses.
This is one way that you will be able to re-engage an audience that has already shown to be interested in your product. Through them, you will be able to generate another set of sales from people who are more likely to buy.
Target a Narrow Audience with Facebook Ads
We all know the first rule of Facebook Ads, the narrower the audience, the higher the chance that you are getting the right leads.
Facebook likewise has the most efficient audience targeting tool for digital and traditional marketing.
One can examine the demographics and behavior of the people, and send ads to only those that are perceived to fit the desired outcome.
First of all, let us look at the way we can use the Facebook Ads platform to generate leads that matter.
Behavior and Interest Approach
As a Real Estate agent, you need to have a clear picture in mind of the kind of people you expect to live in your apartment or buy the home you are selling.
Some of the factors that you need to consider would be the age, income, placement, gender, and their interests.
Most of the time, the income of the household dictates the kind of house that the people will want to live in.
The age of your audience will contribute in deciding whether to present a rental apartment or a family home.
A much younger couple would be looking for a much affordable home to start a family, while much older people could be looking for a property to invest in, assuming they already own a home.
When carrying out this exercise ensure that you select as few categories as possible. Having more interests in the campaign would lead to a much broader reach, which will be cheaper but far costly.
There is a difference between price and cost. In this event, it will be much costly as you will be having a higher reach but not getting much value from it.
You can choose to run several campaigns at the same time, each having different interest. Through such testing, you will be able to stumble upon a campaign that will yield the desired result as affordable cost.
Create a Local Facebook Group
Facebook is excellent for local engagement, just as Google search engines are increasing restructuring to give local results.
It is essential to create a group that targets people interested in real estate in a specific locality.
Most of the searches carried out are very specific to the locality.
This can be echoed by the recent launch of Facebook Marketplace, which allows users to post items for sale for free.
Having a group that focuses on a specific locality ensures that you build your brand there, before expanding to other areas.
It is easier to dominate a local niche, than focusing on a large area with minimal results.
The first point still applies here, target a narrow audience, and dominate it.
Help Your Followers on Social Media
90 % of the people on Facebook are not looking to buy. This explains why your Facebook ads receive just likes and very few clicks on a call to actions.
You should not show your viewers at whatever angle that you Mainly to sell to them.
I believe this could be the reason Facebook created the marketplace to make its environment user-friendly.
Most marketers on Facebook, post products on every group that they have signed up to.
This interferes with the experience of most of the people who have shown no intention of buying.
You can engage them by discussing other relevant issues that deal with real estate. Especially the questions that surround most home buyers and renters.
Some of the questions are as follows:
For Home Sellers
- When is the best time to sell my home?
- How is the real estate market right now?
- What steps should I take to prepare my home for sale?
- What should I disclose to potential buyers?
- Why is the assessed value different than what you say my home is worth?
- What is the difference between a list price and sale price?
- How do you determine how much my home is worth?
- Can I determine how much my home is worth from an internet website?
- Should I price my home higher to leave room for negotiations?
- What should I do to prepare my home for showings?
- What are the lease terms?
- What is included in the rent?
- Can I decorate my apartment?
- Maintenance policy
- Emergency repairs
- Guest policy
- Safety and security
- Background of the landlord
- Parking facility
- Social infrastructure
3. Trigger a Facebook Pixel
Have you ever researched for a product online, attempted to buy it from Jumia (say the latest smartphone in the market) but stopped to scroll through your friends on Facebook?
The chances are that you probably saw the same item being sold on Jumia in Facebook Ad spots. This may sound creepy at first, but frequent everytime you search for a product on E-commerce stores, online.
What happens is that the stores are using a Facebook Pixel, which allows their site to retarget you. This technique is how money is made from paid ads. You can also do the same!
If your advertising goal is lead generation, then you are instructing Facebook to target people who have already filled up the lead generation form. Through their algorithm, Facebook will target the most relevant prospects.
This strategy seems to generate the most number of leads, as compared to targeting people based on interests and demographics.
4. Using Lookalike Audiences for Real Estate Facebook Ads
Facebook allows real estate agents to generate a lookalike audience of people who bare the same characteristics as those uploaded. What you need to do is to upload a set of email addressing of your current clients.
Facebook will create an audience for your ads that is very similar to those who have previously rented or bought a home with you.
Through this strategy, you can generate quality prospects that that will likely convert.
Starting advertising on Facebook is easy since anyone can create and run an ad. What is challenging is generating quality leads that matter. For that you will need techniques and these four will get you started.