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:
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.
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:
Location Targeting
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
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:
For example, if you’re looking to sell a small affordable home, first time homebuyers would be the right audience to market to.
Custom Audiences
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.
Behavioral Targeting
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.
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!
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.
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:
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.
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.
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!
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All real estate professionals share a mutual goal: to get and convert more leads, thus, grow their real estate business.
But we know it’s easier said than done: leads may not be ready to buy; need time to nurture the idea; and coordinate their desire to purchase.
That’s why all real estate professionals need a customer relationship management (CRM) system. A CRM system helps you keep your customers’ contact details up to date, track every interaction they have with your business, and manage their accounts.
In this article, we’ve reviewed the top five CRM systems that you can use for your real estate business, including:
● Top Producer
● Followup Boss
● HubSpot
● Contactually
● Wise Agent
Like all software, it will have its pros and cons: usability, cost, etc. But after reading this article, you should know which CRM system is right for your real estate business.
Top Producer
Top Producer is a CRM system built specifically for real estate professionals and is undoubtedly one of the most popular CRM systems in the industry.
And rightfully so: Since its release more than 20 years ago, Top Producer has consistently added new features and integration – all tested and proven by the real estate industry – that help real estate professionals increase leads and sales.
We’ve reviewed the pros and cons of the Top Producer CRM system below.
Pros
Top Producer has a low startup cost. Top Producer has three plans: Top Producer Transaction Bundle; Conversion Bundle; and Top Producer Bundle. The recommended plan – Top Producer Bundle – is only $100/month and includes all the features you need in an efficient CRM system.
Top Producer includes many helpful products included in its CRM system. Top Producer products include:
● Top Producer CRM: allows you to get better organized, build relationships and keep in touch with past customers to generate repeat and referral business.
● Market Snapshot: allows you to create agent-branded neighborhood reports and listing alerts with market statistics, school and community information.
● Reesio: helps you simplify your sales cycle, manage transactions seamlessly from start to finish, and build customer satisfaction and referral business.
● FiveStreet: allows you to consolidate your leads into a single view, then automatically send personalized responses helping you to be the first to make the connection.
Your access to these products will vary by the plan that you choose.
Cons
Top Producer has an outdated interface. The functionality is there; however, because the interface does not feel up-to-date, it can be unpleasant to use. Therefore, the learning curve could be steep for some customers.
Top Producer may have too many features for some customers. Some CRM systems pride themselves on providing only a few, strong features. Not Top Provider: it gives you everything you could need for your CRM system and more. For real estate professionals with lots of experience with CRMs, this is a pro. On the contrary, new real estate professionals may find the number of features overwhelming.
Followup Boss
Followup Boss, like Top Producer, is a CRM system built specifically for real estate professionals and is designed to help real estate teams distribute and contact leads.
One of Followup Boss’s most appealing features is its ability to see where your leads are coming from: an essential feature to help you determine where to allocate your marketing efforts.
We’ve reviewed the pros and cons of the Followup Boss CRM system below.
Pros
Followup Boss includes easy automation. Automation is essential element to an efficient CRM system: Instead of having to spend your time manually contacting all of your contacts, Followup Boss has automatic text and email notifications for the agents assigned to the lead. This is a great way to save more time to get more leads.
Followup Boss includes many lead integrations. Lead sources are essential to your CRM system because it allows you to see where your leads are coming from. Followup Boss integrates with the top lead sources, such as Zillow, Trulia, and Redfin, so you can capitalize on your best lead sources (and improve your efforts on low-converting lead sources).
Cons
Followup Boss has a high monthly cost. Followup Boss has four plans: Team, Established, Growth, and Expansion. The recommended plan – Established – is $199/month, while the remaining plans cost as much as $499/month. Therefore, unless you run a team of agents, Followup Boss is likely not the best CRM system for you.
HubSpot
HubSpot is a fairly new CRM system. It is not created specifically for real estate professionals, however, because it’s free, it is great for new real estate professionals.
We’ve reviewed the pros and cons of the HubSpot CRM system below.
Pros
HubSpot is a free CRM system. That’s huge for new real estate professionals who need a CRM to quickly organize their new contacts. Despite the free cost, you don’t lose any of the core functionality of a CRM: you can organize, track, and nurture your leads and customers.
Cons
HubSpot is not designed specifically for real estate professionals. Because the HubSpot CRM system is not designed specifically for real estate professionals, it does not include several features that are essential to real estate professionals, including automated texting, drip sequences, and real estate CRM specific contact tags. Nonetheless, you can still track your conversations and move prospects through the process.
Contactually
The Contactually CRM system is a fairly new CRM, released in 2011. It’s designed specifically for real estate professionals and is the best CRM for real estate professionals that are looking for easy onboarding.
And it has a simple goal: to ensure you contact people frequently, thus, increase your chances of turning leads into conversions.
We’ve reviewed the pros and cons of the Contactually CRM system below.
Pros
Contactually helps you focus on the main activities. Instead of bombarding you with all of the features simultaneously, Contactually has designed its CRM to ensure you focus on the most important element: getting through your daily contact activities.
Cons
Contactually can make it difficult to craft custom messages. Contactually prides itself on making easy to communicate with people quickly and easily. However, it has it pitfalls: the focus on brevity can make it difficult to craft custom funnel messages.
Wise Agent
The Wise Agent CRM system is designed specifically for real estate professionals and provides all the features real estate professionals need to succeed.
We’ve reviewed the pros and cons of the Wise Agent CRM system below.
Pros
Wise Agent consolidates your email, calendar, and tasks all in one place. That means you can forget the days of having to bounce between several different applications – a big time saver so you can spend more time getting and converting leads.
Wise Agent is available at a low cost. At only $27/month, Wise Agent gives you all the features you need at a low cost.
Cons
Wise Agent marketing materials look outdated. Outdated marketing materials may be a deterrent to real estate professionals trying to portray a modern brand.
Think deeply about the CRM system you need for your real estate business.
Are you new to the business? If so, you likely need a CRM system with easy onboarding and a low start-up cost, like Wise Agent or HubSpot. Are you busy with dozens of leads and need to automate your tasks? Followup Boss may be the best CRM system for you.
You know your real estate business best: take time to review the CRM systems, then grow your real estate business with confidence.
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Social media has become a handy and low-cost marketing tool. It is on these platforms that a company can find the largest congregation of consumers. The said consumers are always ready to give feedback and offer useful suggestions.
Facebook was one of the earliest entrants into the world of social media. The entrepreneurs who are only just starting out use Facebook to get the ball rolling. There has been myriad of success stories from people who have used Facebook as a marketing tool.
It does not require specialized academic training or any other kind of expertise. Facebook is easy to navigate provides real specific marketing options. When it comes to real estate business, Facebook can be a very important tool in lead generation.
Lead generation on Facebook requires almost the same steps that all social media marketing does. As a real estate agent, one should be willing to work on the inbound marketing channel rather than the traditional ways. This will transform into positive results.
1 -Generate awareness
This is the very first step of a long journey. To begin one should create a page for their business. On the page should be up to date information. It is also advisable that one use their company logo as the profile picture on the page. This page should have a professional outlook, as it will provide the first impression of the company. Think of this as getting that nice carpeting and reception desk for the front office. Your Facebook page will be the front office. Ensure to use the Facebook’s Power Editor, which is a highly targetted ad. This will make sure that the lead is taken to a sign-up page on your real estate website. This increases much traffic.
2 -Create a community
Once again, ensure the use of the highly targeted ad in Facebook, which focuses on the page likes. Facebook’s Power Editor will ensure leads, who may be interested in like your page without having to ask them to.
Remember, people buy things from people they trust. As such, the page should have a warm, inviting vibe. However, the posts should focus more on relevance rather than mere engagement. Giving personal real estate related stories is okay. These will make the new page visitors who do not know you experience a human connection to you. By doing this, you humanize the page. However, posts should focus more on the value rather than achieving likes and shares. Let the page posts, lead to the website. This is in a bid to build relationships. If the people on the page do not buy houses, they are bound to know people who do and your page will roll off their tongues
3 – Spot and anticipate
One excellent way to gain information from Facebook is by conducting polls. It has become popular among politicians to ask their followers about important matters. For example, In the American politics, both Donald Trump and Hillary Clinton were involved in Social Media polls where Trump indicated a lead by a double margin. Eventually, he emerged as the winner. This is a perfect example of how one can identify needs and market gaps. You can conduct polls on your page about which real estate market gaps exist. You can also ask questions, which require audience participation. Stay true to your word and address the problems. There is not a perfect source of information than directly from the horse’s mouth.
4 – Offer solutions
The best way to stay relevant whether on Facebook or in the real world, is to give solutions to problems. You could create a day in the week where you address issues raised by your audience pertaining the real estate industry. The problems could range from difficulty finding a house that matches the imagination or inability to get the right price for their house. By letting the audience air out their issues, you ensure traffic to the page. This is also an excellent opportunity to display your prowess in real estate related matters. This ensures that there is more than selling yourself. Ensure that that testimonials and listings are only posted once in about four days. Let the focus be more on relevance.
5 – Follow through
Ensure that you actively participate in the Facebook page more often. Ensuring that in a day, there are about four posts in your page, ensuring that posts ran on a 24-hour basis. The content should be of high value and significance. Ensure that the postings are different each time with a mixture of both content and photo posts. Ensure to have different and wide ideas regarding the real estate industry thus each post is unique and different from previous posts.
6 – Target the right people
It is always right to garner people to like and follow your Business Facebook page. However, it is always wise to reach the right demographic that are relevant to your website. This is achieved through choosing the right Facebook targeted ads that will reach the target audience. Also choose the attributes of the ads wisely, so that they appear relevant to leads. For instance, use ads that show proof by showing all listings of property. This strategy land huge leads.
7 – Be interesting
The page should be a fountain of useful information. A client should find your page useful. It imperative that the posts remain interesting and valuable to the readers. There is a prescribed 80-20 rule. This maintains that a page should have 80% percent valuable posts. These are posts about industry news, latest real estate trends, upcoming promotions, polls a such. The other 20% can be self-promotion. Post as often as five times in twenty-four hours at equal intervals so that you do not fall off the timeline completely.
It has been found that a page that incorporates memes and other funny anecdotes may experience a higher traffic than a page that is all business all the time. Real estate centric memes and jokes might come in handy in this instance.
8 – Campaigns
Facebook has the option of promoted posts and campaigns. It is estimated that only 16% of people will see relevant posts for the pages they like. Thus, one should use the real estate space on the Facebook page to be able to have a highly targeted call to action campaigns which redirect leads to sign up form into your website.
Social media marketing and particularly lead generation on Facebook can prove daunting in the beginning. However, once a page gains a following that is well engaged, it can only get more successful from there. It is important that one define their objectives before they embark on this journey. This will best inform the kind of material they will have on the page. If well executed, Facebook lead generation can move the company to that next level. There is a world of opportunity online.
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