How Facebook Ads can help the Real Estate Investor get the Real Leads

Among all of the social media platforms, Facebook and real estate marketing go hand in hand. Here, We’ll tell you the way to generate real leads.

Can you believe that solely, in the year 2019, Facebook generated 53,203 new leads, and this is the count of real leads, not the traffic, visitors, or followers. Just imagine the difference that these new leads would’ve made to the businesses and what Facebook can do for generating new leads in the upcoming years. Facebook has the potential to completely transform a business by just changing the lead game.

So, how can you do it? We’ve simplified the answer for you!

WHY SHOULD YOU CHOOSE FACEBOOK ADS FOR REAL ESTATE?

You might’ve wondered what’s exceptional about Facebook ads for real estate. Let’s be clear that they’ve many characteristic features in common, and this tells us that they can work best in combination. Real estate is visual, personal, and emotional. The same goes for Facebook, as it is also visual, personal, and emotional. However, real estate advertisements based on Facebook can only be successful if the content is created in an efficient and captivating manner.

Buzzsumo analyzed posts about 3 million brands and discovered that the most engaging content is based on three qualities namely,

  1. Images
  2. Video
  3. Questions

Hence, these three qualities make Facebook a perfect place for the advertisement of real estate.

WHY DO YOU NEED TO PAY FOR FACEBOOK ADS?

This is a natural question that can come to everyone’s mind as if Facebook is tailored exactly according to the needs of real estate, then what’s the purpose of paying. 

Facebook uses a cognitive computing system that is aimed to provide people with a rich and relevant experience. The companies and brands can reach more people instead of personal profiles and the reach of the organic page is far less than the promoted one.

Therefore, to reach a greater audience and to build your brand’s reputation, you’ve to pay to Facebook because ‘Not all good things come free’. 

Your primary goal must be to engage people with your pots in a way that they are compelled to see what you’ve to offer. Facebook’s powerful targeting and retargeting system help you reach your potential audience in a simplified way. Above all, Facebook ads serve the most economical way of reaching your audience as compared to digital and traditional media.

HOW TO GET STARTED?

You can run your business ad either by creating your business page or your profile. However, using a Facebook page provides you a wide range of customisation options.

For small to medium-sized companies Facebook’s platform named ‘Ads manager’ is available. While for the large-sized companies, ‘Power editor’ comes into play. As you set up your account, specify the billing to be either ‘Account Spend’ or ‘Daily Spend limit’. This will make sure that your budget never runs out. 

DIFFERENT TYPES OF FACEBOOK ADS THAT CAN BE USED FOR REAL ESTATE ADVERTISING

Facebook ads are typical of two types.

  1. Creating a new ad and running it
  2. Promoting and boosting existing posts

Google offers a click-through rate of 0.20% and the rates are highly discouraging as you limit it to the US alone.

For the people, who rely on Google ads, there is good news. According to SmartInsights, all the types of Facebook ads provide a better and less expensive experience.

Facebook ads guide provides you with a completely understandable way to walk through the whole process. You can choose 4 different placements from Facebook. Each placement provides you with unique information that can be added. ‘Desktop news’ is the biggest one, which allows you to add a lot of information.

While you select your ad type, the primary question asked is, ‘What’s your goal’?

GOAL 1: TO GENERATE LEADS

1-CANVAS ADS

These ads are only available for mobile and tend to appear in the newsfeed. The best thing about them is that they look like a normal post. You can rotate the images in different directions besides zooming in and out. 

Multiple images, videos, maps, descriptions, and prices can be added to it so that the user doesn’t have to leave Facebook. Interested viewers can simply go to the ‘call to action’ button.

2-Carousel ads

These ads also appear in the newsfeed. The investors are given the ability to promote 5 properties at a time or they can promote one by adding multiple images. A unique link and title can also be added to every image.

3-LEAD ADS

Leads ads solely focus on generating leads. It provides a simple way to sign up without leaving Facebook both to the sellers and buyers. Very limited customization is available in it, but still, it has proved to be best for Facebook mobile users.

GOAL2: TO DRIVE TRAFFIC

DOMAIN ADVERTISING

This is the simplest form of Facebook ad, where the ad is placed on the right-hand side in the column, providing you a modest and perfect of getting attention.

NEWSFEED ADVERTISING

This is the most common method of Facebook advertisement, that helps bring traffic to your website through the link or image. It also provides the like, share, and comment options.

The click-through rate of ads based on this theme is 44% higher than the others and they’ve got a 5% more conversion rate as compared to domain advertising.

GOAL 3: FOLLOWERS OR LIKES

1-LIKE POST PAGE 

This ad type is suitable for both the right-hand column as well as for the news feed. A custom post can be created that focuses on the ‘Like Page’ button to enhance your Facebook page audience.

2-LIKE VIDEO PAGE

Post page and video page ads are exactly alike. The only difference is that the images are replaced by video.

These are the same as post page like ads, but instead of using an image, you’d use a video.

GOAL 4: TO PROMOTE EVENTS

(1) EVENT ADS

Events ads are highly useful for targeting the desired audience based on location. They’re used for physical events such as seminars, shows, and open houses, etc. Besides physical events, to call for digital events ‘Event ads’ perfectly serve the purpose.

After creating an event on the Facebook page, you’ll simply click’ Promote Event’ after paying for it, thus creating an ad.

HOW TO RUN AND OPTIMIZE YOUR AD?

1-UNDERSTAND THE OBJECTIVES

First of all, set your goals and objectives. The kind of ad you’ll be using depends upon your goal. So, make sure that you’ve set goals and that’ll help you choose the best kind of ad.

2-Create eye-catchy visuals

The visuals will make or break your Facebook ad. So, make sure that visuals are highly reflective of exactly what the audience wants to see.

Edit your pictures with brightly colored outlines or arrows. Create your ad in an artistic way that looks aesthetically pleasing. Here’s an example.

Facebook recommends different sizes that must be followed for different posts to look better.

3-Get appealing Copywritting

Newsfeed ads provide you a small space for showing you creativity. Smartly use this space to grab the attention of users.

I-HEADLINES

Pay specific attention to headlines that are only 25 characters long. The attention-grabbing headlines might be of these kinds as ‘Wan’na have a home of your own and looking for best schools?’. 

ii-BODY TEXT

Body text is 90 characters long. It must be brief and concise, letting your audience know that you’ve to offer something unique. Focus on the needs and desires of your target audience. Always make it about the buyer or seller, instead of making it about the real estate or you. Tell the audience how can you solve their problem. A call to action must be added to it.

Here, parts of a Facebook ad are shown.

The examples of the most profitable ads are shown here that use their sales copy perfectly for selling their product to customers. It can be noticed that both of them perfectly hit the point of pain and then present their product as a solution to the problem.

4-TARGET THE MOST SUITABLE AUDIENCE

Facebook ads help you target your audience based on several factors such as demographic features, age, sex, and interests, etc. You can drill down your target audience and can reach the target audience precisely as shown in the figure below.

Let’s see the major factors based on which you can set your target audience.

  • Location

Location option allows you to choose the city, it’s surrounding, and precisely the area where real estate exists so that potential customers might be targeted.

  • Age

It tells you to set the price range based on the target audience. If you’re advertising some inexpensive property, you might include the students among the targeted users. For expensive family homes, you might target people age 30-45.

  • Interests

Think of the places near your real estate that might be interesting to your audience and include them relative to the interests of people. Facebook shows the people ads based on their interests, so use this opportunity and reach the perfect target audience using Facebook ads.

Remember targeting is the most important feature of your Facebook ads, so, pay attention to it and start generating your leads using this amazing platform!

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