It’s not a secret that the world is going online. 50% of buyers find their homes online, and as a marketer, you want to meet your customers where they are.
Regular posting and presence on social media are good, but using organic marketing isn’t enough to reach the enormous potential of Facebook. Whether you are a realtor or a broker, Facebook ads are an incredible marketing tool for your business.
You can use Facebook ads to build your brand awareness, increase your exposure, and ultimately generate buyer and seller leads.
So if you wonder whether you should do it, what the benefits are, and how you can do it right, this is the guide for you.
Table of Contents
6 reasons to use Facebook ad campaigns in your marketing strategy
Better lead generation
According to Statista, there are 1.929 billion people active on Facebook users every day, 25% of the entire world population.
Most of your audience is on Facebook every day, reading posts, watching images and videos, and being exposed to ads.
The more people are on Facebook, the more chance your ad will get engagement, and as your engagement increases, more people will see your ads and check about your services.
According to Kleiner Perkins, 26% of the people who clicked on Facebook ads went on to make purchases.
Facebook is great for advertising, and if you want to reach as many people as possible, Facebook is an excellent option for you.
Facebook is great to target audiences
Facebook’s advantage is not only about the number of daily users rather than their data.
Reaching a broad audience is great, but you want to reach the right people matching your buyer persona, people who are more likely to take action. And that is the main advantage of Facebook, its targeting options.
When you launch an ad, you can target them by interests, location, and other characteristics. Furthermore, the Facebook algorithm will target the people more likely to take action, such as making a call, clicking on an ad, signing up, or making a purchase.
As long as your ad is relevant to your targeted audience, they will likely engage with your ad and become a lead.
Facebook rates are cost-effective
Another great advantage of Facebook is its cost, especially for real estate.
Facebook is the cheapest social media advertising channel after Twitter, and its popularity is way higher than Twitter.
Facebook advertising is cheap, but they also have great algorithm and tools that will help you cut your costs dramatically in time.
Analytics that will improve your performance
Analytics are crucial if you want to improve your advertising. Facebook ad platform will provide you analytics such as ad performance, engagements, and conversion rate, and in general, will tell you if your advertisement is effective or not.
You can create better ads in time, remove poorly-performing campaigns, and make all the tweaks and adjustments to get better results. And it’s all for free in real-time.
It allows you to target a local area
As a realtor, you work mainly on the local market. Facebook targeting options will allow you to target by location and help you attract buyers and sellers from your local area.
Facebook Remarketing is very powerful
When potential customers get their first awareness of your brand, they do not necessarily take action. It takes time to build trust, especially in real estate.
But if you could reach the people who already know you? That’s where remarketing kicks in.
Remarketing is a marketing technique where you show your ads to people who expressed their interest before. It can be people who visit your website, profile, past customers, followers, etc.
Showing your ads to people interested in your business means you can advertise to people who are more likely to become a lead and loyal customers.
15 tips, hacks, and strategies to create a successful Facebook ad campaign
Don’t use too much text
As a marketer, you want to deliver your message that is easy to understand. You must keep it simple. Otherwise, people won’t click. Therefore, when you write your ad copy, get directly to the point and clarify your offer.
Your audience should know exactly what you offer them, whether a house listing or a general service advertisement.
Here’s an example of an ad that is short and straight on point:
Facebook ad manager recommends keeping your ad primary text around 125 characters. Otherwise, your ad text will get cut off on mobile ads.
Focus on pain-points
Buying or selling a house is a complex process for most people, and it takes time to search for the home you want, get the price you want, or even find an agent they can trust.
Use your customer’s pain points, and offer this pain relief. It can be massive leverage.
Write them down, create an ad copy, call to action and base your campaign around it.
Solving and addressing your customers’ pain points can be social proof you can use in your future marketing.
This is a great example:
This ad asks the audience about a certain homebuyer pain point and offers a solution.
Share success stories and client testimonials
62% of online homebuyers noted to they are more likely to contact an agent with great reviews. Nothing builds trust and confidence in customers like success stories and testimonials.
When people hire your service, they do it because they believe you can achieve success, and what’s better than showing proof?
Ask your clients for testimonials after successful deals, use video is possible or their pictures to increase the authenticity, tag them and encourage them to be as specific and detailed as they can. If you find it hard to collect reviews, you can offer discounts or gifts to encourage them.
Once you acquire those great reviews, share them, and write your view on the ad. Client testimonials significantly impact lead conversions.
This ad is just great. They show a success story using a video and address a pain point.
Plan ahead
The plan is essential in every aspect of your business, mainly when you advertise and invest your money.
Planning out your Facebook ad campaigns will help you to get better results:
- Outline all your campaigns, ads, and creative themes in advance
- Set a budget and stick to it
- Address holidays and peak seasons and try to build campaigns around it
Use ad carousel
If you want your ads to perform well, whether you advertise multiple listings or a single listing, a carousel ad can be an incredible choice for you.
With ad carousel ad format, you can show your potential customers a series of images and provide more info.
If you promote a single property, showing just the property’s exterior isn’t enough. Show different angles, rooms, or maybe unique features you want to emphasize, such as a pool.
If you promote multiple properties, show a different property on each image, especially if they are from the same area.
Every card in the carousel has its own image, copy, and link, and you can use it to tell a different story on each card.
This is a great example of using an ad carousel to show multiple properties:
Use videos
As human beings, we tend to attract more to visuals, especially to videos, and in the real estate industry, where everything is visual, you can take advantage of it.
Videos are a great example of visual marketing, and video marketing has become a trendy technique in real estate marketing.
It will help you increase your visibility, engage more with your audience and present yourself and your listings.
Video marketing can come in many ways:
- Use professional videos to feature your property facilities, interiors, and amenities.
- Hire a drone expert, create a fly-through video, and show your property and the neighborhood – it will impress both your buyers and sellers.
This ad uses a professional video explaining the different rooms of the house.
Spend more on peak seasons
One of the main factors impacting the real estate market is the market’s seasonality.
The seasonality varies from location to location, people buy houses during a particular months of the year, and it’s important to identify what factors influence your area.
Therefore, you must be prepared and plan around those seasons:
- Prepare your marketing creative before the peak seasons, so when the time comes, you’ll be ready to go
- Invest more money on your Facebook ad campaigns at peak seasons and less on slow seasons.
Use clear CTA
A call-to-action is what encourages your potential buyers and sellers to take action. Your ad should be built around it and should provoke an immediate response, and it could be a deal maker or breaker.
A good CTA includes a problem, a value proposition, and what is their next step.
This ad is a great example:
- The problem: selling a house both fast and at a good price
- Value Proposition: Compass Concierge
- Next Step: “Connect with Will Perkinson”
Give advices and be educational
Your Facebook campaign doesn’t have to be about selling properties and offering services. In fact, you can build your brand better if you run campaigns emphasizing your knowledge.
Educational posts, guides, tips, and DIY are great content and are usually very popular. It will help you increase your authority, give your customers value, make them engage and respond, and highlight your expertise. It will build your audience.
This ad offers tips for a problem every homebuyer would like to know: how to find a bargain.
Upload this content to your landing page and create Traffic campaigns to drive visitors to your landing page.
You can track those visitors and use them later to promote listings and services in a remarketing campaign. They will remember you and your experience, and it will convince them to use your services.
Identify your clients and be personal
In marketing and particularly real estate marketing, you must know your audience. It can affect your entire branding, how you write, talk, dress, the colors, and almost everything related to your marketing.
It may seem nice to try to speak to everyone, but usually, by speaking everyone’s language, you are talking to no one.
Try to understand what speaks to your potential clients. What makes them moved, their motives, and how can you attract and excite them: Parks, schools, and playgrounds can attract young families, and bars, restaurants, and clubs can attract single people.
In the beginning, try and test to figure out what works and what sounds appealing to your audience.
In this example, the company is offering a house for singles or young couples (1 bedroom), knowing that they will probably look for a house close to entertainment areas.
Use landing pages
A landing page is way more effective than your basic homepage to convert website traffic into leads.
The reason is the user’s expectations. The landing page has one primary purpose, and when you promise the user something to click, he gets what he expected.
For example, if you promote a listing with a Facebook ad, the landing page should be a dedicated page showing all the information the customer needs to know about the property.
On the other hand, if you offer free content or a home valuation, your landing page should contain a contact form and minimum distractions.
Additionally, you can track all the landing page visitors and then use remarketing based on the landing page purpose with Facebook pixel.
Set clear goals
Setting goals is another important aspect of your real estate business, especially when advertising. Otherwise, you won’t see results in the long term.
Set objectives and understand the purpose of every ad campaign you create:
- What do you want to achieve?
- How much do you spend?
- Who do you want to target?
The answer to those questions is determining if your ad campaign is a success or not and can help you get more effective.
Use split testing technique
When it comes to marketing, You can never know what will perform well: It can be the ad copy, the image, the landing page, or your targeting audience.
Many factors can impact your results, and therefore, you need to test all the time.
Split testing is a method where you can run multiple ads simultaneously and compare results to find out who’s performing better.
Try different things and compare the results:
- The ad creative – the image, video, or text you used in the ad
- The ad placement – the places where your ad will appear
- The targeting audience – their location or interests
- The website – use different landing pages, for example
Let’s see an example:
Both ads sell the same listing, but one uses a carousel ad and videos, and the other uses a single image. Another difference is the headline.
Once you choose the variables you want to test, the Facebook ad manager will divide the budget between the ads and compare their results.
Testing is a critical factor if you want to improve your real estate ads and should become an integral part of your strategy.
Measure & Track your results
The Facebook ad platform makes it easier for you to track your ad campaigns’ performance.
Measuring your results is crucial because otherwise, you’ll never know what’s working, and you can waste your money.
Create a successful Facebook ad campaign with Property Face
In conclusion, a Facebook ad campaign is a great marketing tool for real estate that you must include in your marketing strategy:
It’s a powerful, affordable, cost-effective way to generate leads and grow your audience and business.
Not sure where to start?
Property Face is a marketing platform that offers you everything you need to launch a successful Facebook ad campaign: Ready-to-go campaign templates, including images, copies, and a dedicated landing page to capture your leads. It’s fully automated, and you only need to set a budget, time, and location.
Sign up today and launch a successful Facebook ad campaign to reach and attract more buyers and sellers and sell more listings.
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