Facebook Ads Strategy for Real Estate

Facebook ads for Real Estate are one of the best and most influential ways to generate some quick leads and get fast short-term results. Facebook ads are more affordable than that of Google and deliver better targeting. However, not every ad will work and how you set up the ad and what you say in it has a direct impact on how the ad will work. In this article, we will take you through the best Facebook ads strategy for Real Estate that will get you started.

Facebook Ads Strategy for Real Estate

Without further ado, let’s see what you can do to enhance your Facebook ads strategy for Real Estate.

Hyper-Target

The key to a successful ad is to show it to people who are interested. The more people with interest see your ad the more you will serve their needs and the more your ad will convert. Fortunately, Facebook ads offer outstanding options when it comes to targeting your audience despite the limitations Special ad category ads including Real Estate have on Facebook.

Make sure you pay a lot of attention to narrowing down your audience and use features Facebook allows to further hyper-target your audience.

Nurture Strong Relationships

Most ads try to sell something and in Real Estate, most agents try to eighter sell themselves or the listings they have. However, people hate being sold to. Rather they would be given the choice to pick what they find more valuable. Instead of trying to directly sell your services or your listings try to create value in your ads and offer what your audience really needs.

On the other hand, 90% of your leads will be on top of your marketing funnel where they will not be ready to make a transaction in at least a year. Therefore you will need to nurture them, create value and allow them to have a chance to trust you. So that in turn when they need a Real Estate agent, you will be the first agent on top of their mind.

Professionalism

Whatever goes through your Facebook ads, make sure they are produced professionally and look good. Using high-quality and high-Resolution visuals is a must in this day and age. Never use media randomly shot on your phone as your ad material. You need to convey the message that you are a professional in what you do. A lousy edited ad that does not look good will fail to do so.

Use Videos

Facebook users love videos and we know it. Every month, 1.25 billion of them view videos just on Facebook Watch, Facebook’s streaming video service. Facebook video ads allow marketers to use this trend to their advantage. Video ads get more clicks and they allow marketers to be more creative when creating ads to show their branding and better convey their messaging. You might go with images but videos can do whatever you are hoping for better.

Track Ad Performance

To better understand your Facebook ads and see where they do well and where they don’t, you should monitor their performance for the following metrics:

• Engagement – How many times people have interacted with your ad by liking, commenting, etc.
• Impressions – Total number of times your ad was seen.
• Reach – Total number of users who saw your ad.
• Click-through rate (CTR) – The percentage of people who interacted with your ad compared to the number of people who saw it.
• Cost per action (CPA) – The amount of money you were charged for every user interaction.
• Ad frequency – the number of times that your ad was seen by your target audience in general.
• Conversion rate – The number of leads you got compared to the number of people who saw the ad.

Your Landing Page

If you are trying to find leads online to sell, buy or rent a house, using a landing page instead of a traditional website can provide you with many practical features. In fact, using a website for generating leads is a very bad idea since it serves a wide range of purposes and fails to focus on a single goal like lead generation. Landing pages can lower distraction as they are designed to serve only one objective. Everything on the landing page, from images, to copy, to buttons, all focuses on one single goal. In this article, we will tell you how to optimize a landing page for Real Estate.

Ignore The Boost Button

One of the mistakes most agents make on Facebook and Instagram is when they click on the Boost button on these two platforms and run ads for their existing content. The problem with the boost button is that it works automatically and tries to target your audience that some time in the past engaged with your content.

Therefore, you will be targeting your lookalike audience. And guess what most cases, your current followers are not all interested in your business. They can be your friend and family and targeting people who look like them is a very bad idea. The only advantage the Boost button has is that it is quick. And Facebook optimizes your content for engagement like comments, likes, etc.

What’s in it for Me?

Many agents try to come across as luxury agents who sell million dollar homes. Contrary to common belief, no one cares if you are luxury or not. At least the typical population of cities do not care. On the other hand, Posting “Just Sold” content on social media and even worse running ads on them is a very bad idea which is frowned upon by many users.

Instead, if you want to show your expertise on selling homes, take your audience through a journey in which you tell a story of what your client needed and how you helped them through the process. You want your audience to put themselves in the shoes of your previous clients.