YouTube Ads vs Facebook Ads for Real Estate

As a Real Estate agent, it is crucial to generate leads both in an organic and paid way. You have lots of different options when it comes to ads. However, in this article, we will review YouTube ads vs Facebook ads for Real Estate and see how they fare. Facebook ads for Real Estate are one of the most popular avenues to generate quick leads. Despite YouTube being one of the most successful and popular social media platforms, for the majority of Real Estate agents, it’s still a relatively untapped territory, yet to be leveraged.

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 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 not 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 its 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

Beneftis 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.

Facebook Ads: Paid Social

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. In fact, there are plenty of other places for your content as:

• 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 vs Facebook Ads for Real Estate: The Winner

There is not one-fit-for-all rule here. If you are a new Real Estate agent with aa limited budget you should go with Facebook Ads. They will help with your brand awareness and have lower CPC and CPA. Facebook is mainly a better option for agents who do not have as much budget or sales skills to target people who are actively searching “The Best Realtor In New York”.

If you’re looking for high intent leads and have a big budget set aside, then YouTube is the better option. Remeber that the competition on YouTube and Google is very high and apart from the budget you need a lot of skills to set up the best ad to maximize your gains. If you fail at the latter YouTube ads will be a total waste of money.