7 Tips for Creating Better More Effective Facebook Ads for Real Estate Agents
Here are seven killer tips that you can use to create high-converting real estate Facebook ads
Real estate agents know that to succeed in their field, they need to know about more than just how to sell a property. In fact, the more leads that a real estate agent can generate through conducting an effective marketing campaign, the higher the chance of making a sale. To sell a property, you need someone to sell it to!
In the past, lead generation involved posting ads on superstore bulletin boards and handing out flyers. Today, they use Facebook ads.
With this in mind, in this article, we’ll step through seven powerful tips that will help you grab the attention of your target market by creating effective Facebook ads. By the time you’re done reading this article, you’ll have some actionable tips on hand that you can use to improve your marketing efforts.
Let’s put everything into context before we begin.
According to a study conducted by Mediakix, the average person spends 35 minutes per day on Facebook. As a real estate agent, you can leverage that time to get noticed by the right audience using Facebook ads.
Facebook’s precise targeting options enable you to get your ads in front of the right people. You can filter them by a number of different metrics including first-time home buyers, those that are likely to move, or people who are actively browsing real estate websites.
Here’s what you’ll need to get started:
- Targeting. The most essential factor in deciding the success of your ad campaigns. It directly influences how many buyer and seller leads you’ll generate.
- Campaign Objectives. Facebook lets you select from a wide variety of campaign objectives including Brand Awareness, Lead Generation, Reach, Conversions, and Engagement.
- Your Ad. You can use images, carousel ads, lead ads, and video ads post your ads on Facebook.
Now that you know what you need to create real estate Facebook ads and why they’re important, let’s take go through seven tips on how you can create effective ads.
Tip #1: Use Location, Demographic, Interests, and Behavioral Targeting Options
Once you have decided what your ad campaign’s goal is you can choose from a number of different targeting parameters to refine your audience. This will make sure that your ads are viewed by the right people.
Here are some of the most important metrics you’ll want to use:
First up, set the location targeting parameters based on the area where you are selling properties. It’s important that you don’t become too specific and target people who live within, say, a two-mile radius. Keep in mind that your potential customers could be looking to move from an entirely different zip code. For this reason, it’s best to target the zip codes that, data suggests, move to the area where you’re selling.
Age targeting parameters are pretty straightforward. All you have to do is make sure you’re targeting a reasonable age bracket based on the property you’re trying to sell. For instance, it wouldn’t be a good idea to show a $1 million property ad to a teenager.
Demographic Targeting by Income
One neat thing Facebook lets you do is target your audience based on their income. Simply navigate to Detailed Targeting > Demographics > Financial > Income to set the income bracket you’d like to get your ad in front of.
Demographic Targeting by Home Ownership Status
If you navigate to Detailed Targeting > Demographics > Home > Home Ownership, you will see three options:
- First-time homebuyers
For example, if you’re looking to sell a small affordable home, first time homebuyers would be the right audience to market to.
If you have a list of satisfied customers who have recently bought your property then you can use that as a starting point to target people with similar preferences. This is achieved using the Facebook’s Custom Audiences option which helps you reach out to lookalike audiences.
This option actually allows you to reach an audience of people who are likely to move. If you navigate to Detailed Targeting > Behaviors > Residential profiles, you will see the Likely to move parameter.
Tip #2: Give Your Properties Some Life With Video
Although creating videos might be challenging at first, it’s certainly worth the effort. Video ads can work wonders in the real estate industry.
According to a real estate group based in Australia, real estate listings with accompanying video received 403% more inquiries than those without one.
And it’s pretty easy to understand why. Videos give prospective buyers a much more realistic look at the property as compared to photos. In addition to this, it gives you an opportunity to be a part of the video ad which helps build trust.
If you decide to try this out for yourself then remember to follow Facebook’s video recommendations. Bonus points for creating an interactive, 360 real estate video!
Tip #3: Leverage Carousel Ads
Carousel ads are the perfect option for those of you who want to display visually appealing photos of your real estate listings in your ad campaigns. You can use this ad format to display photos in a catalog-style layout that prospective buyers can scroll through.
Tip #4: Be Transparent
As a real estate agent, you understand that prospective buyers are making a huge financial decision when they’re looking for a new house to buy. It’s important for them to be working with someone they can trust.
By being transparent with your ad campaigns, you can make your sure that your lead doesn’t feel like they are being deceived. Here’s how:
- Display real photos in your Facebook ads.
- Be direct with your ad copy.
- Include important information such as square footage, area, number of bedrooms/bathrooms, price, and available utilities.
Tip #5: Always Plan Ahead
Real estate agents know that there are peak months when more people are prepared to make purchases. The only problem is that it’s easy to give your marketing efforts a break since you’re already getting good business.
A little bit of time and money saved on marketing spend could cost you big in the long run.
In fact, if you get your ads in front of the right people during peak months, you’ll have a much better chance of making sales. Since you probably already know what the peak months are in your area, you’ll need to plan ahead of time and put some money aside for Facebook ads.
Tip #6: Use Testimonials and Reviews
We talked a little about how you can build trust with prospective buyers by being transparent. Another thing you can do to establish trust is by letting satisfied customers share their experience of working with you.
Customer testimonials and reviews allow prospective buyers to what an unbiased party had to say about your services.
And if you want to kick things up a notch, you could include customer testimonials and reviews in your ad copy. It makes a great first impression and prospective buyers are more likely to trust you.
Tip #7: Capture Images That Appeal to a Lifestyle
Finally, make sure that the images you use are captivating and appeal to a certain lifestyle. Lifestyle branding is crucial when it comes to helping prospective buyers turn their dreams into a reality.
Real estate agents understand how important this is which is why they hire professional photographers to get the look they’re trying to achieve. Make sure you’re using high quality photos for your ads and that all of them capture the essence of the individuality and lifestyle you’re trying to get across. In addition to this, it’s also a good idea to use words in your ad copy that reflect the same lifestyle.
If you want to generate more leads for your real estate business and outperform your competitors, Facebook ads for real estate give you an actionable and surefire way to do so.
The easy-to-employ targeting options we discussed and the various tips we shared in this article will help you create more effective Facebook ads and get them in front of the right people. Hopefully, you’re in a good position now to take things further yourself.
What are some of the ways you use Facebook to create more effective ads for your real estate business? We’d love to hear from you so let us know by commenting below!