Best Real Estate Advertising Ways

Advertising is one of the best ways to promote your business and get customers and clients or even leads. In Real Estate marketing, agents try to generate leads anyway they can. Inbound marketing methods are a sure avenue to generate leads in the long run but they also need to use ads. In this article we will discuss best Real Estate advertising ways online agents can use.

Instagram Ads

Let’s first go to Instagram Ads.

What Are Instagram Ads

Instagram ads are posts for which companies pay to be shown to a more precise audience. Just like Facebook, Instagram ads appear throughout the app, such as newsfeeds, Stories, Explore, etc. They are equivalent to normal posts but are labeled with a “sponsored” tag to indicate that they are an ad. They also include more features than a normal post, such as links, CTA buttons, etc. On the other hand, since Instagram is a visual platform, text ads are not a thing here. You need images or videos (which can be accompanied by text) to run Instagram ads.

Instagram ads are becoming more and more popular as the platform grows as well. A survey by Strata in 2016 found that 63% of US ad agency professionals planned to use Instagram ads for their clients.

Types of Instagram ads

There are many different types of advertising formats on Instagram, including:

• Image ads
• Stories ads
• Video ads
• Carousel ads
• Collection ads
• Explore ads
• IGTV ads
• Shopping ads
• Reels ads

Benefits of Instagram Ads

Here are a few advantages you can find on Instagram to running Real Estate ads.

Read More: Facebook Ads for Real Estate: A Definitive Guide | 2022

Users’ Buyer Mindset

Users on Instagram are more likely to buy something from the app. 44% of people use Instagram weekly to shop using features like shopping tags and the Shop tag. Although that may not sound interesting for Real Estate agents since they do not sell products on Instagram, it goes to show you that people on the platforms have buying mindset and are ready to be offered and pay for services. In 2019, more than 1/3rd of Instagram users made an online purchase using their phones with their average spend being 15.4% greater than Facebook’s.

Great Organic Functionality

One huge plus of using Instagram is its potential to help you build your brand organically. In addition to paid ads on the platform, you can build your brand on the side (without spending a dime). Do it right and you’ll be able to grow your followers, fans, and word-of-mouth referrals – all helping increase ad conversion.

High Engagement Rate

Instagram arguably is the king of all social media platforms when it comes to engagement. According to Statista, Instagram had a better engagement in 2019 and 2020 than Facebook. This means ads will have a better chance of user interaction.

Younger Demographic

Instagram has quickly become the go-to platform for the younger generation while Facebook tends to appeal to older generations in general, with “75% of 18–24-year-olds” using Instagram in 2020. Facebook’s largest age group is 25-34 (31.5%) while the largest age group on Instagram is 25-34 (31.2%), with 18-24 close behind at 31%.

Facebook Ads

Now Facebook Ads

What Are Facebook Ads

Facebook Ads use paid social, which is similar to paid search, except that the advertising is done on social media. A while ago, it was much easier to show your content on social media. Facebook users would see almost all of the content their connections shared. However, due to changes in Facebook algorithms, it has become very difficult to reach your audience organically. That means you have to run ads to get a decent reach on Facebook. organic reach is becoming lower and lower every year.

That leaves businesses no choice other than to run ads on Facebook. Since Facebook is a social medium, running ads on it can be described as Paid Social. Running ads on Facebook bok will not just show your content in users’ news feeds. There are plenty of other places for your content.

Types of Facebook Ads

• Facebook News Feed
• Instagram Feed
• Facebook Marketplace
• Facebook Video Feeds
• Facebook Right Column
• Audience Network
• Facebook Messenger

Here are a few examples of Facebook Ads for Real Estate:

Facebook Ads helps an agent’s clients find them

Benefits of Facebook Ads

Facebook is currently king of social media. Facebook had 2.912 billion monthly active users in January 2022, placing it 1st in our ranking of the world’s most ‘active’ social media platforms. Here are a few perks running ads on it brings:

Visual Nature

Facebook is a social medium and is created to be visual with images and videos. Therefore, agents can run ads that contain images and videos which are more eye-catching and appealing to the common users. Creative videos tend to do well when advertising on Facebook. In short, a Real Estate agent needs to try to stop a potential lead from scrolling using great creatives, messaging, etc.

Affordable Pricing

Facebook Ads allow all agents to run ads even if they have a limited budget and tend to be cheaper than Google Ads. The average cost per action (CPA) for Facebook ads across all industries is $16.92 while it can cost up to $116.61 on Google Ads. On the other hand, the average CPC (Cost Per Click) for Real Estate on Google Ads is $2.37, whereas CPC for Real Estate on Facebook can be as low as $1.27.

Targeting

Although Google also offers targeting options for running ads, Facebook is the hands-down winner for advanced targeting options. Facebook enables agents to create audiences based on a wide range of interests and behaviors since Facebook is great at collecting information from its 2.6 billion monthly active users. You can be very specific with your audience.

YouTube Ads for Real Estate

Many Real Estate agents have a presence on YouTube but their presence is limited to mainly posting videos of listings that can be shared on other social media. Running ads on YouTube is a far-fetched idea for most agents. YouTube is a platform for all age ranges and ads on it can reach a wide range of people.

What Are YouTube Ads

With YouTube Ads, the goal is to introduce your services to a wider audience, promote it, and generate leads. There are three types of YouTube Ads:

In-Stream Ads (Skippable)

In-Stream Ads are the most popular ads on YouTube. They play before, after, and during the YouTube Video while viewers have to option to skip In-Stream Ads after a few seconds. This format utilizes a CPV (cost-per-view) bid strategy so the advertiser only pays when a viewer watches 30 seconds of the video (or the full ad if it’s shorter than 30 seconds) or clicks a link.

Non-Skippable

These ads cannot exceed 15 seconds and are not skippable. This type of ad uses a CPM (cost-per-thousand impressions) bid strategy. The user pays whenever the ad is shown regardless of how long it’s viewed.

Bumper Ads

Same as the Non-Skippable variation except that the ad is limited to a max of 6 seconds.

Non-video ads (overlays and banners)

As the name,e suggests, these ads do not come in the form of video but rather are shown like banners over the video users are watching.

Read More: Facebook Ads for Real Estate: A Definitive Guide | 2022

Benefits of YouTube Ads for Real Estate

Here are a few reasons why you might consider running ads on YouTube:

Awareness

The main benefit of running ads on YouTube is to get your brand in front of millions of users every day, given the fact that YouTube is the second most popular website in the world.

Targeting

You can target specific YouTube channels, keywords, and even certain videos as a part of your marketing campaign. For instance, you can target people who have searched “Realtors in Texas” or “Realtors in Florida” or whatever location they are looking for.

Higher Intent Audience

With Youtube, you can target a higher intent audience that will likely take action faster, but you’re going to need a bigger budget to get in front of them since other agents and brokerages are also doing the same and the competition is high. that is why we believe Google and YouTube ads may not be the best option for new Real Estate agents.

Google Ads: Paid Search

Google Ads is paid search which means you pay google to show your ad in Google’s SERP (Search Engine Result Page). Google Ads uses paid search, which works through targeting specific keywords and paid advertising. Just like the image below.

That means you pay Google to show your ad when someone searches for a certain keyword on Google like the keyword in the image above. Real Estate agents decide which keywords their audience (their market) uses and then target these keywords, place a bid on them, and hope that their ad is displayed at the top of the SERPs.

However, on Google there are more ways to advertise including:

• Youtube ads
• Google Display Network
• Google Shopping
• Google Maps
• Google Play

But for this article, we will focus on Google Search Ads only.

Google Ads allows agents to find clients

The Benefits of Google Ads

There is no question that Google is the number one search engine in the world.

Targeted Keywords

People who are looking to buy or sell on Google, use the keywords they have in mind that fits their inquiry. They search on Google to get quick results. That can sound promising as it will be easy to target a specific audience using certain keywords but the whole practice needs a lot of skill. If you are not sure what you are doing, Google Ads can be a waste of money.

High Buyer Intent

People on Facebook may not be there to buy or sell a home. They are most probably looking to see what their friends and family are up to. But those who search on Google have specific intentions in mind and when they search for Real Estate related keywords, you can tell they are more determined and ready to take action. This comes at a higher cost because Google charges as the market for Real Estate ads may be quite saturated.