Facebook Ads are a powerful marketing tool that one can use to reach a large number of people in a short amount of time.
Different types of Facebook Ads can be used for real estate, and each has its advantages and disadvantages. In general, it is essential to create successful Facebook Ads by targeting the right audience and providing relevant and valuable information.
As a real estate agent, you can use Facebook Ads to:
In this article, I will discuss the different types of Facebook Ads that can be used by real estate agents and tips for creating successful ads. I will also look at some case studies of how Facebook Ads have been successfully used in the real estate industry in the past. Finally, I will discuss how to measure the success of your Facebook Ads campaign for long-term success.
Let's get right into it.
Use Cases For Facebook Ads
Let's get into more detail about real estate Facebook ads use cases that might interest you.
Showcase Properties That Are For Sale
A Facebook ad is a perfect way to show off property for sale. You can include images, videos, and detailed descriptions in your ad to capture the attention of potential buyers.
You can also use Facebook Ads to target a specific audience, such as people who live in the same city as the property you are selling or people who have expressed interest in purchasing a home in the near future.
By targeting your ads specifically to your target audience, you can be sure that the people who see your ad are more likely to be interested in the properties you are selling. This helps increase the chances that they will take action, such as contacting you for more information or scheduling a showing.
Find Potential Buyers Or Tenants
Online advertising is a great way to find potential buyers or tenants who may not be actively looking for a property but may be interested in what you have to offer.
You can target your ads specifically to people looking for a home in a particular area or who meet specific criteria, such as price range or property type. This helps to ensure that your ad reaches the right people and that you aren't wasting your time advertising to people who are not interested in what you have to offer.
It is also essential to ensure that your ad is relevant to potential buyers or tenants. For example, if you sell a luxury property, you will want to target people with high incomes.
Advertise Open Houses
A real estate Facebook ad is a great way to advertise an open house. You can use images, videos, and text to capture the attention of potential buyers and get them excited about the property you are showing.
Promote Your Real Estate Business
Facebook advertising is a great way to promote your real estate business. You can target potential customers by location, age, gender, and interests. You can also use Facebook advertising to target people who have visited your website or interacted with your business on Facebook.
Drive Traffic To Your Website Or Blog
Whether you want to feature in the Nevada real estate news or show potential New York clients your latest listings, Facebook advertising can help drive traffic to your website or blog. This increases your web traffic and builds up the visitors who think of your site when they need anything real-estate-related.
Having the right leads in your database is essential for a successful real estate business. Facebook advertising can help you get the leads you need to grow your business.
Stay Top Of Mind With Your Sphere Of Influence
When you create Facebook ads, you can stay top of mind with your sphere of influence. You can use Facebook advertising to remind people about your services and keep them up-to-date on the latest real estate news.
With the right words, images or videos, you can stay top of mind with your sphere of influence by using Facebook advertising, which means that as a real estate agent, you will be the first one that potential clients think of when they are ready to buy or sell a home.
Increase Brand Awareness
Facebook advertising can help you increase brand awareness for your real estate business. Raising brand awareness is great for any business, but it is critical for real estate businesses when considering the vast competition. A strong brand will help you attract more people to what you offer.
Get More Reviews
Most people trust online reviews as much as personal recommendations. Facebook advertising can help you get more reviews for your business. When people see that your company has a lot of good reviews, they will be more likely to contact you for their real estate needs.
General Tips To Keep In Mind When Using Facebook Real Estate Ads
Sometimes, as a real estate agent, the last thing you want to think about is marketing your business. However, this is an essential part of being successful in the industry. With the help of Facebook Ads, selling your services can be quick, easy, and relatively painless. Here are a few general tips to keep in mind when using Facebook Ads for your real estate business:
Define Your Target Audience And Create The Right Audiences
Whether you use video ads or image ads, you'll want to make sure that you target your audience specifically. You can target people by location, age, gender, and interests. You can also create custom audiences using your Facebook page or website data.
Knowing who your target audience is will help you create relevant ads, resulting in better results. I recommend that you create a buyer persona, a fictional representation of your target customer. This will help you better understand who you are targeting and what they are interested in, which is excellent to know when creating your marketing material.
To create a buyer persona, you'll need to know the following:
Once you have this information, you can create your target customer profile. This will help you understand their needs better and wants, and it will help you create ads that are more relevant to them.
Use Attractive Visuals
It's no secret that people are visual creatures. We are attracted to things that look good. This is why it's so important to use attractive visuals in your Facebook ads. People will be more likely to pay attention to your ad if it has a beautiful image or video at face value.
When choosing visuals for your ad, make sure that they are high quality and relevant to the product or service that you are promoting. You want people to remember your ad, so make sure it stands out from the rest.
Use Persuasive Copy
Your ad copy should be persuasive and compelling. It should convince people to take action. The best way to do this is to focus on the benefits of your product or service. What can you offer that your competition can't?
When writing your ad copy, keep your target audience in mind. Write copy that is relevant to them, and that will speak to their needs.
Offer Something Valuable
One of the best ways to get people to take action is to offer them something valuable that they can't resist. This could be a free eBook, a discount, or even a giveaway.
As a real estate agent, something valuable can even be defined as a free consultation or a free home evaluation. Whatever it is, make sure that it is something that your target audience will find valuable.
Use A Call-To-Action
A call-to-action (CTA) button or link tells people what you want them to do. When people click on this button, they will end up on your website, where they can learn more about your product or service and download your free offer.
While the right call to action will depend on your business and your target audience, there are a few general tips that you can keep in mind:
Also, if you can stand out from other real estate ads in your area by adding a unique call to action promoting something that only your agency can do (or that you can do better than others), do so.
This can often come by knowing what your unique selling proposition is. For example, you may offer better customer service or a more personal experience to all your potential home buyers. Whatever it is, highlight it in your call to action.
Keep Your Budget In Mind
Like you would use a house calculator when buying a property, you need to know what your numbers are when creating your Facebook ad.
You need to know how much you're willing to spend on your ad and how long you want it to run for. It would help to consider the cost per click (CPC) and/or the cost per thousand impressions (CPM).
The CPC is the amount you will pay every time someone clicks on your ad. The CPM is the amount you will pay every time 1,000 people see your ad.
Once you have these numbers, you can start running your ads and really track how much money you're spending to see if you're going over or under budget. This helps to ensure that your budget is reasonable and that you're getting the most value for your money.
While you might not know these numbers initially when starting out, it's crucial to keep track of these metrics as your ad campaigns progress. Doing so will help you understand your ads' effectiveness better and make necessary adjustments.
How To Run Successful Facebook Ads
Understanding how Facebook ads work is the first step to running successful campaigns. Once you have a good understanding of how they work, you can start to tailor your ads to match your target audience.
To create successful Facebook ads, these are the steps that you need to take:
Start A Facebook Ads Manager Account
To create Facebook ads, you need to have a Facebook Ads Manager account. This free account will give you access to all of the tools you need to create and manage your ad campaigns.
You can sign in with your existing username and password if you already have a Facebook account. If you don't have a Facebook account, you can create one by going to Facebook's homepage.Next, go to the Facebook Business Manager and start the ad creation process.
Choose An Objective
The first step in creating your ad is to choose its objective. This is the goal that you want your ad to achieve.
There are various objectives to choose from, and these might be the most interesting for real estate:
Once you have chosen your objective, you will need to select your target audience.
Choose Your Audience
The next step is to choose your target audience. Facebook allows you to target people based on their age, location, interests, etc.
You can also target people who have already interacted with your brand on Facebook or visited your website. Once you have chosen your target audience, you will need to set your budget.
Set Your Budget
The next step is to set your budget. You can choose to set a daily or lifetime budget for your ad campaign.
You can also choose to optimize your ad for clicks or impressions. Facebook will automatically show your ad to the people who are most likely to take the desired action (click on your ad or visit your website).
When setting your budget, it's essential to consider the cost per click (CPC) and the cost per thousand impressions (CPM).
The CPC is the amount you will pay every time someone clicks on your ad. The CPM is the amount you will pay for every 1,000 impressions of your ad.
Create Your Ad
The next step is to create your ad. Knowing your target audience and your objectives will help you make an effective ad.
When creating your ad, you must choose a format, headline, text, image, and call to action.
The format of your ad will depend on the objective that you have chosen. For example, if you are trying to increase brand awareness, you might want to use a video ad. If you are trying to get people to visit your website, you might want to use an image ad.
Your headline should be attention-grabbing and relevant to your target audience. Your text should be clear and concise. Your image should be eye-catching and relevant to your ad while following Facebook's Image Ad policies.
Finally, you will need to choose a call to action. Your call to action should tell your audience what you want them to do.
Once you have created your ad, Facebook will review it for approval. Once it is approved, your ad will start running.
Monitor Your Ad's Performance Metrics
Facebook provides several performance metrics that you should monitor while your ad is running. These metrics will help you understand how well your ad performs and make necessary adjustments.
While I've already touched on a few of these, it doesn't hurt to drill down into the metrics that matter the most when it comes to your ROI. As such, some of the most critical performance metrics are:
By tracking these performance metrics, you can make necessary adjustments to your ad to improve its performance.
Facebook Ads Real Estate Case Studies
The Facebook platform itself features several Facebook real estate case studies. Let's have a look at a couple of them.
Mccarthy & Stone
The initial goal of this campaign was to reach more retirees who were interested in downsizing and moving into a retirement community. McCarthy & Stone targeted people that were 55 years or older, lived in the UK, and had indicated an interest in retirement communities on Facebook.
Using Facebook ads, this company was about to see a 4.3X increase in their leads compared to the year before and was also able to half their cost per lead when it comes to this marketing channel.Read more about McCarthy & Stone ads case study.
Reaching 2.2 million people in the UAE, this company's ads resulted in 50% of their units being sold in the first two weeks of starting their campaign.
With around 17% of their web leads turning into qualified sales leads, the success of their Facebook ad campaign can be credited to their use of augmented reality ads, Instagram, leads ads, and the creation of custom audiences.Read more about the Dubai Properties ads case study.
How To Measure The Success Of Your Facebook Ads Campaign
Tracking and measuring the success of your Facebook ad campaign is critical to determine whether or not your campaign is successful. There are vital factors when it comes to measuring the success of your campaign.
The Facebook Pixel
The Facebook pixel is a piece of code that you install on your website. It allows you to track people's actions on your website after seeing your Facebook ad. This includes how many people visit your website, what pages they visit, etc.
By tracking the actions that people take on your website, you can determine whether or not your Facebook ad campaign is successful and find ways to optimize even further.
Type Of Ad Format
While Facebook's carousel ad format is effective for some companies, it may not be the best format for your company. It is essential to test different ad formats to see which one works best for your company.
For example, a video ad may be more effective for a company that sells a physical product, while a lead ad may be more effective for a company that wants to collect leads.
The right Facebook campaign depends on the right product and target audience, and your ad settings will need to be adjusted accordingly.
Your ad budget will also play a role in the success of your Facebook campaign. If you have a small budget, you may not be able to reach as many people as you would like. On the other hand, if you have a large budget, you may be able to reach more people than you can handle.
It is crucial to test different budgets to see what works best for your company. You may find that a specific budget allows you to reach your target audience without overspending, providing you with just the right amount of qualified leads.
Long Term Real Estate Marketing
Having a real estate marketing plan means constantly trying to improve your business and reaching new heights. Facebook Ads are one way of doing this, but it is not the only way.
You can also use your Facebook page to drive organic traffic back to your website, where you can offer a free report or ebook in exchange for the visitor's contact information.
You can also use your various audience networks (including advertising on search engines, video marketing, etc.) to reach people not currently on Facebook. This allows you to target people who may be interested in your product or service but who are not currently active on the social media platform.
Such long-term real estate marketing strategies are essential to keep in mind to reach your target audience and improve your business.
In conclusion, Facebook Ads can be a great way to reach your target audience and improve your business. However, it is essential to meticulously track the success of your campaign to determine whether or not it is successful. You should also test different ad formats and budgets to see what works best for your company. Finally, remember that Facebook Ads are just one part of a long-term real estate marketing strategy.
Homebuyers and sellers are using Facebook Ads to get an edge in the real estate market. By using a combination of Facebook Ads and other online marketing techniques, you can bridge the gap, improve your business and find long-term success.
Keep reading on SmartRealEstateNerd.com: You can also consider using Google Ads for real estate as another channel to market your business. This allows you to target other people interested in the services you offer as a real estate agent.