Real estate agents understand that success in their industry requires more than just selling properties. Generating leads through captivating marketing campaigns is crucial in today’s competitive market. After all, how can you sell a house if you have no one to sell it to?
Gone are the days when real estate agents relied on traditional methods like networking, supermarket bulletin boards, and door-to-door flyers. Nowadays, people are glued to their phones at the grocery store or waiting for deliveries by their fireplace. So, how can real estate agents capture new leads in this technologically advanced society? The answer is Facebook!
According to a recent study by Mediakix, the average person spends 35 minutes per day on Facebook. This gives real estate agents ample opportunity to reach the right audience with killer Facebook ads. Facebook is a visually-oriented platform, just like real estate, and it provides precise targeting options to reach specific markets, from first-time homebuyers to wealthy retirees.
But what is the strategy behind successful Facebook advertising for real estate agents? How can you maximize your budget and make sure your campaigns are effective? Here are seven super-effective tips to capture that ready-to-buy audience on Facebook.
#1: Layer on Location, Demographic, Interests, and Behavioral Targeting Options
One of the reasons Facebook is the perfect platform for advertising is its detailed level of targeting options. After setting your campaign goals, you can use various targeting options to reach the right audience. Here are some ideas for targeting options that may appeal to your buyer pool.
Location Targeting: Target by Zip Code
Start by setting some location targets based on the region where you’re selling properties. However, be cautious not to target too precisely, as people may be moving from other locations. Target zip codes that typically move to where you’re selling based on past selling history.
Age Targeting: Target the Age Ranges Most Likely to Buy
It’s critical to target age ranges that are most likely to purchase. There’s no use in showing your ads to an 18-year-old who doesn’t have the budget to buy the properties you’re offering.
Demographic Targeting: Target by Income
Facebook’s Detailed Targeting allows you to target your audience based on their income. This is valuable to real estate agents as it determines the types of properties people can buy.
Demographic Targeting: Target by Home Ownership Status
Targeting based on home ownership status helps you find the right individuals for the type of properties you’re selling. For example, if you’re selling affordable condos in a hip urban area, target “first-time homebuyers.”
Custom Audiences: Lookalike Audiences
If you have a list of recent buyers or visitors to your real estate website, you can upload that list to Facebook. Facebook can then find similar individuals, known as lookalike audiences, who are likely to be interested in your properties.
Behavioral Targeting: Target those “Likely to Move”
Facebook allows you to target people who are likely to move. This option, found under Detailed Targeting > Behaviors > Residential profiles, allows you to reach potential buyers who are planning to relocate.
In summary, here are the targeting ideas to ensure you’re spending your money wisely:
- Target by zip code
- Target by age ranges
- Target by income
- Target by home ownership
- Target a lookalike audience
- Target people “likely to move”
#2: Bring Your Properties to Life with Video
Video marketing is an underutilized technique in the real estate industry, but its return on investment is worth the effort. According to an Australian Real Estate Group, listings with video received 403% more inquiries than those without.
Pictures can be deceiving, and that’s true for real estate as well. While video is not the same as being there, it provides a more realistic look into a property. Consider creating 360-degree videos that allow potential buyers to explore the property virtually. Showcase the property’s unique features and create a connection with viewers. Follow Facebook’s recommended video specifications when uploading your videos into Facebook Ad Manager.
#3: Use Carousel Ads to Show Multiple Properties
Facebook’s Carousel ad format is perfect for industries with visual appeal, including real estate. This format allows advertisers to display a series of images in a catalog-like format. Viewers can scroll through and view multiple images or listings.
Take advantage of the Carousel ad format to display multiple listings to your audience. Showcase different properties and provide key details such as price, location, and the number of bedrooms. This format provides multiple pathways to conversion.
#4: Be Transparent in Your Ad Copy
Building trust is one of the most challenging aspects of the real estate business. To establish trust, be transparent and avoid deceiving potential leads. Craft your Facebook ads with realistic imagery and direct ad copy. Include important information such as price, square footage, location, and the number of bedrooms. Boston Proper Real Estate sets a great example by providing detailed descriptions in their ads.
#5: Plan Ahead to Increase Ad Spend During Peak Times
To increase your chances of selling properties, plan ahead and allocate more budget to your ads during peak seasons. Don’t underestimate the power of marketing during these periods when potential buyers are actively looking. According to Zillow, the best time to sell properties varies based on weather patterns. For example, warm climates like Miami see a peak in March, while places with harsh winters like Boston see a peak from mid to late April.
#6: Use Testimonials and Reviews to Instill Trust
Besides transparency, another way to gain trust is by incorporating customer testimonials and reviews into your ads. Let your happy customers speak for you and share their experiences. This adds credibility and authenticity to your brand. Consider incorporating glowing reviews into your ad copy to showcase how much others love working with you.
#7: Capture Stunning Ad Creative that Appeals to a Lifestyle
First impressions matter! Choose high-quality images for your ads that appeal to a desired lifestyle. Real estate is all about aesthetics, so make sure your imagery showcases the stunning features of the properties. Appeal to potential buyers by highlighting the lifestyle they can have when living in those properties.
Facebook advertising for real estate agents doesn’t have to be draining or daunting. Implement these tips, have fun with your ads, and watch your listings fly off the market!
Need more help with your ad campaigns? Get our free All-Star Playbook to Online Advertising.