As Facebook becomes more crowded with real estate agents—69% of them use Facebook—you need another tactic for targeting buyers.
Organic content alone isn’t enough to build traction on Facebook today.
There’s value in sharing posts that are relevant to your audience’s needs, but these alone won’t grow your audience or inspire the followers you already have to take action.
What you need are advertising strategies that target your audience wherever they spend time on Facebook.
Based on the advertising strategies you use, you can grow your customer base more quickly than you can with organic content only.
To help you get the most out of these promotions, here are six tips for crafting Facebook ads and strategies that drive sales.
These promotions aren’t free though, but they are worthwhile.
For one thing, they allow you to target high-value leads by showing them the exact property types they’re interested in.
Let’s get started.
1. Know Exactly Who You Want to Target
Your Facebook advertising strategy is only as valuable as your targeting. Fortunately, Facebook makes it easy for you to do this with their audience targeting feature.
There are three types of audiences to choose from when planning your advertising strategy: core, custom, and lookalike.
- Core: Manually select your audience based on different characteristics, such as age or location.
- Custom: Use your contact list to connect with and target customers.
- Lookalike: Use your customer information to find similar Facebook users to target.
If you’ve segmented your audience and know the interests of each group, you can create ads that target these interests and put them in front of relevant audiences.
If one of your segments is interested in entertainment, and another is interested in family and relationships, create an advertising strategy that focuses on each one:
- For the segment interested in entertainment, run ads that focus on condo listings in downtown areas with lots of access to social activities.
- For the segment interested in family and relationships, run ads that focus on single-family homes with schools and shopping amenities nearby,
Keep in mind that you can also create advertising based on custom audiences.
For example, you can create an advertising strategy that targets Facebook users by age, location, and whether they’ve visited your real estate page or website in the past. Make sure you have a Facebook pixel installed on your website, so Facebook can show them your ads.
Target lookalike audiences to make sure people similar to users who’ve spent time on your real estate page also see your ads. Run A/B tests on all three audience types to see which ones result in the most engagement. The point is to place your listing ads in front of your most likely buyers to improve your chances of getting a sale.
Each audience type has its advantages depending on your lead-building goals and your current customer information.
2. Define Your Objectives and Goals
Facebook maximizes the value of your promotions by optimizing your ads toward your specific goals. The social platform offers three goals to choose from when creating a campaign:
- Awareness: Building interest around your brand as an agent
- Consideration: Encouraging people to think about your listings and to want more information about them
- Conversions: Encouraging people to purchase your listings
Conversion isn’t a common real estate goal because buyers typically won’t purchase a property based solely on an online ad.
Instead, Facebook real estate ads are driven toward awareness and consideration goals, such as increasing post engagement and collecting info from new leads.
Let’s say you have a new property listing and want to generate a lot of foot traffic in the form of viewings. Set your marketing objective to “Traffic” and create ads that include a CTA meant to drive users to your website’s landing page for this property.
If you’ve created a series of video ads to showcase properties that have all the features one of your segments is looking for, but these properties are in an older neighborhood, set your objective to “Video Views.”
The aim is to have a specific goal in mind for every ad you run, so the right people see it and take the action you want them to.
3. Choose the Best Format for Your Concept
Facebook ads come in many different formats. Image, video, and carousel are just three of them.
What’s great about having access to so many different formats is that there isn’t a “one size fits all” format. Your ads are customizable based on the message you want to share with your audience.
The best format for your advertising strategy depends on the concept driving the promotion.
For example, a video ad could be used to showcase a 360-degree view of a single property. Or a collection ad, like the example below, could be used to show, at a glance, multiple photos of a property.
For more inspiration, check out this in-depth resource on 43 real estate ad examples from Facebook.
With so many examples to learn from, what’s important is that you test and assess the different ad formats you use. Go deeper to see if your chosen ad formats have an impact on your audience segments.
For example, you might find that video tours result in more lead generation of first-time buyers, while image galleries work well for buyers who want to see the surrounding neighborhood in addition to the home.
Once you figure out which formats work best with your audience, create multiple ad sets within your ad campaign.
You may have a feature property to sell but choose to showcase it in different ways based on audience preferences.
4. Hire a Professional Photographer
Peter Lorimer of PLG Estates offers this advice on hiring a professional photographer: “You might have a stunning, gorgeous house, but if you failed on the photography, buyers will scroll right on through.”
Since 65% of adults in the U.S. are visual learners, use your advertising strategy to cater to this learning style. Make sure that all of the images of your properties look pristine and polished, so they stand out against promotions from other agents.
Some tips for taking professional photos include:
- Walk through the property to find features to capture. This might be a grand staircase in a foyer or a cozy reading nook in a family room.
- Wait for the right time of day to photograph a space. It seems simple, but waiting for the sun to be in an optimal position is the difference between dark and dreary images and light and airy images. Bright, well-lit images generate more leads and help homes sell more quickly.
- Use Photoshop to remove imperfections. A professional photographer will do this for you, but if you choose to take your own pictures, spend some time correcting distortions to make your images more appealing.
Cell phone cameras have evolved a great deal and offer some professional-level settings. However, whenever possible, hire a professional photographer. The difference in quality between professional photos and smartphone pictures is enough to make or break a purchase.
5. Spend Time Crafting the Right Message
Your advertising strategy requires you to use copy that drives people to take action. Use your copy to reference audience pain points, provide insights, and offer solutions so that your ad tells a story.
You want people to stop scrolling and take a minute to look at what you have to offer. Use your ad images to capture attention and your copy to inspire people to seek you out.
Facebook ads are short, so it’s best to lead your ad with your most important information. For example, the ad below mentions the number of bedrooms and the location right at the top:
Buyers looking for this size home in that particular area are immediately drawn in, and your chances of getting a new lead increase drastically.
For this approach to work, you have to have a deep understanding of your audience and their preferences.
Likewise, keep your CTA short and sweet. The more clear and direct the ad is, the more it will empower people to engage with the promotion.
Experiment with different CTAs to find which ones get the most clicks. We ran an experiment that found that CTAs like “Learn More” and “Sign up” performed better than most other options.
6. Launch Your Ad
You’ve determined your ad targeting, objectives, format, visuals, and copy.
Now, there are just a few more factors to consider before launching the promotion:
- Budget: How much do you want to spend?
- Schedule: When do you want your ad to launch?
- Placement: Where do you want your ad to launch?
There isn’t a perfect formula here; success is based on your individual audience.
For example, you might only need to spend $20 to get lots of clicks. This only works if your targeting is on point and you’ve chosen placement based on where your audience spends time on Facebook. Even if you spend $100 a day, there’s no guarantee that will translate into more leads. Especially if your targeting is really broad.
Dive into the full process of setting up an ad on the platform with this helpful guide from Facebook.
Rely on a Well-Thought-Out Advertising Strategy
Launching ads without a strategy is a recipe for disaster. You’ll spend lots of money running ads—and you might even get a lot of clicks—but lead generation and conversions will suffer.
Use these tips to come up with a custom advertising strategy that lets you leverage ads to boost awareness and close more deals.
Keep learning from your audience, and make changes to your targeting, placements, images, copy, and more to meet the needs of your audience.
The better you are at catering to these needs as they come up, the better your chances of growing your lead and customer base.