10 TEN TIPS
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ORGANIC IS FOR FOOD Facebook is no longer a place where you can post a home listing and expect all of your followers to see it. Only about 3% of your followers will see an organic post (i.e. one that you don’t put money behind to boost/advertise). Facebook is a pay-to-play platform. Use Facebook as an inbound marketing tool to get people to visit your website or as an always-on branding tool.
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LOCATION, LOCATION, LOCATION Ensure you talk to people in your specific target areas by selecting city or zip code targeting.
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HOW REAL ESTATE AGENTS CAN USE FACEBOOK ADS TO GROW THEIR BUSINESS
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FIND INTERESTED BUYERS AND SELLERS
Use interest based targeting to find people who are interested in real estate. These people have expressed interest in, or like, pages related to real FIND PEOPLE LIKELY TO MOVE estate. Facebook gives advertisers a unique way to target people based on their recent behaviors, such as a way to target those who are “likely to move” in the next 6 months. This is a great way to advertise to the exact people who are going to be needing a real estate agent in the near future.
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RELEVANCY MATTERS
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It is vital Facebook ads are relevant to your target audience. When targeting newlyweds, it may be better to design an ad that specifically talks about finding their first home, instead of posting about general real estate in the area. Or when targeting “people likely to move” use creative that showcases recent listings.
90% of information transmitted to the brain is visual, a visually appealing ad is more likely grab the attention of potential clients. Use images that are bright and colorful.
TARGET HIGH VALUE BUYERS & SELLERS
Facebook offers a Home Value demographic that allows ads to be targeted to those with specific home value ranges. Use this targeting when looking to market specifically to people with higher household incomes and home values. Couple this with “likely to buy” and you have a target to sell that high value listing.
CREATE MULTIPLE CAMPAIGNS
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GRAB THEIR ATTENTION
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SLOW AND STEADY Take your time, watch results, test and optimize. Manage your budget daily. You’ll eventually learn what drives results and be able to invest more in those campaigns that are successful.
Don’t group all messages into one STRUCTURE advertising campaign. Use a variety Choose the pricing structure of ads depending on the message. based on the campaign goals. Use And within that, use multiple CPM (cost per thousand) for brand versions of creative for each ad to awareness and reach campaigns. CPC find out what resonate best (cost per click) is best used to drive clicks to your with your target. website as you only pay when the ad is clicked.