From apartments to two-story family homes, there’s a lot of demand for houses. As a result, they’re selling faster than ever — in fact, 44% sell in less than a month. To beat the competition, your Real Estate Promo needs to be on point!
It’s not uncommon to hear about bidding wars when multiple offers are placed on a home or about buyers bidding well over asking price to ensure they get the home of their dreams.
To help you create real estate promo that gets buyers to take action so they don’t miss out on the property they want, you need to know how to draw out what’s most important to them.
We selected six key strategies to help you create real estate promo that gets your audience to take action and help you grow (and sell your properties fast).
To catch buyers’ attention and make sales in this fast-paced market, you have to make sure your real estate promo speaks to exactly what buyers are looking for.
This means you have to:
- Know your audience and what’s important to them in a home.
- Have good insights into which properties are available and match your customers’ wish lists.
- Know a lot about the areas you work in. For example, know what key amenities are available.
Let’s see how to do it with 6 best practices and the related real-life examples (you can copy now).
1. Start with a question
Use short, clear questions that get people to stop and think about what you’re asking.
These questions should reflect your ideal buyers’ pain points.
What this real estate promo does well is it includes a range of images to give the audience a sense of how versatile their service is. If potential customers can see that you can work to meet any customer need they throw at you, you’re more likely to get offers on your listings.
One option is to survey your current customer list to understand their needs and concerns. Use their responses to find common concerns. For example, if customers are concerned about saving on their dream home, ask a question like, “Ready to buy your next home for less?” Of if first-time buyers aren’t sure where to start, ask a question like, “Are you ready to buy your first home?”
This approach will not only get you clicks, but will also start conversions. Use your ad description to give hints to the answers you’ll provide. So if your ad caters to customers who worry about affordability, call out how many sales you closed where customers got the price they wanted. Or share a snippet of a testimonial of a customer who got what they wanted for less.
2. Segment your audience then write specific ads
You’re selling to a wide range of customers, but each one is looking for something specific. This can be condos, single-family homes, or large million-dollar properties. Your goal here is to find the different buyer personas within this group and target each one with specific ads. Use different ads that zone in on the needs of each group.
Take these two ads as an example. They’re from the same real estate agency but the first one is designed for visual people who are looking for a more traditional family home:
The second ad links to an article that goes into more detail about a recently renovated, modern home:
The first ad is great for people who know what they want and enjoy flipping through image galleries of property listings. The second ad, meanwhile, caters to people who are in the research stage of their customer journey and want to get as many details as possible before reaching out to book a viewing appointment.
Segment your buyers based on demographics, target neighborhoods, and what stage they are in the buying process. Come up with at least five or six segments with shared characteristics and give them each a name. For example:
- Eager millennials for young buyers who’ve been saving and are ready to jump into the market.
- Motivated empty-nesters for seniors who want to downsize and don’t mind going to multiple viewings to find a fit.
- Information-hungry first-time buyers for people who are apprehensive about the process but want to move to a certain area.
- Tiny-house-obsessed adventure seekers who are remote workers and want to travel and have a small mortgage.
This kind of grouping makes it easier for you to identify the different types of people you serve and design future campaigns to each one.
3. Keep your ads short and focused
Facebook audiences are getting used to seeing ads in their News Feed. Based on the type of content users click on in Facebook or they browse while they’re online, the ads users see are usually related to this. This means News Feeds are constantly full of a range of ads, all vying for users’ limited attention.
To make sure audiences only see the most relevant ads, Facebook has made changes to its algorithm. Now your ads have to be really targeted and to the point.
There are two great ways to do this:
- Be specific when setting your target audience specs as you create your real estate promo. For example, target people who are in a specific neighborhood or have visited it recently as a way to get lots of attention on listings in that area.
- Put the most relevant information at the top of your ad. For example, if an unpopular neighborhood gets a new amenity — like a retail outlet — add that to your heading if it’s relevant to the audience.
What this ad does well is it calls out the city and low price point to stand out to users who are looking for this combination of features.
The call-to-action (CTA) gets this group of users to take action by inviting them to download a list of available homes. It’s the perfect CTA to get interested users to share their email address so that you can nurture them via email or text until they’re ready to buy a new home.
4. Add professional images
Your target audience wants to know what the inside of your listings look like. In this age where you can buy dinner or a car online, users don’t want to have to go to multiple open houses just to get a peek of what’s inside. They want the convenience of exploring properties they’re interested in from the comfort of their home or office.
To cater to this need to explore homes virtually, use professional pictures to showcase the rooms and features within. These images give people a reason to click on your ads because they know what to expect before they commit to booking a private viewing or going to an open house.
This particular carousel ad includes three professional images of a new, custom-built, ranch-style home on 124 acres of private land. The professional images do a good job of emphasizing the indoor and outdoor space this house offers. It’s enough to pique the right buyer’s interest.
To get the same effect with your real estate promo, use images or Facebook 360 videos to help people explore and picture themselves in the home.
5. Time your campaigns
To make sure your target audience sees your ads at the right time, schedule when they’re sent. For email marketing, keep in mind that 54% of emails are opened on mobile devices and in the evening. Therefore, make sure your ads are mobile responsive and send them later in the day.
Keep in mind that you can use the Ads Reporting view in your Ads Manager account to see what times your ads are viewed and clicked on.
Specifically, you can see time of day based on your time or audience’s time. This is a handy feature when your real estate promo caters to audiences in multiple time zones.
To figure out what time works for the ads you use, run a few A/B tests to start. Use the segments you’ve created to send targeted ads at the right time. Then use the report above to hone in on more specific times to target for each segment.
6. Incorporate SEO
Instead of relying solely on a pay-per-click (PPC) strategy to get traffic to your site, incorporate a search engine optimization (SEO) strategy that focuses on organic traffic. This free tactic relies on SEO, so use keywords to get people to your site to view your listings.
Research your ideal buyers and use keywords that resonate with this group. For example, use tools like Ahrefs and Google Analytics to research keywords and the types of audiences searching for them. Use keywords with 5,000 to 6,000 monthly searches to improve your chances of standing out.
Also, create a list of keywords to use for different audiences. This way you avoid creating new content that competes with your older content. The more targeted keywords you use the better, because over time it improves your chances of being found by your audience.
Start experimenting with real estate promo
Get to know your audience and create real estate promo that speaks to them.
The more your audience can relate to your ads, the more likely they are to click on them — and the closer you are to making that sale.