You’ve taken the first step in using Facebook ads to promote your real estate business. Great! Now use the following to enhance your ads and generate more leads:
1. Have an enticing value proposition.
A value proposition tells someone why they should click on your ad to learn more about your real estate services. How is what you have to offer different from any other agents? Why should they click on your Facebook ad to see your business page or website? If your unique attribute is providing home evaluations, this may include using a statement such as “Are you looking to sell your home? I will provide you with a FREE EVALUATION of your property with absolutely no obligation.”
2. Provide a clear call-to-action.
An eye-catching and relevant ad is awesome, but without a clear call-to-action (CTA), your audience might not know what to do next to stay connected to your brand. If you are running a Facebook contest to generate leads for example, add a CTA like “Contest ends Friday” to give a sense of urgency. Your CTA should encourage people to click on your ad now rather than later.
3. Test to see what works.
Testing is incredibly important in order to improve the performance and make sure you’re getting the best ROI from your campaigns. In order to measure the effectiveness of your ads, you should be trying different variations in your messaging, imagery and targeting. You can compare the performance of each ad by monitoring data like clicks, cost per click and click-through-rates for each variation.
One key element to test is your Facebook ad’s image. Ads can go from having no response to being hugely successful with a simple substitution of a different, more appealing picture. For example, you could switch from an image of a standalone home to one of a young family in front of their new place. The introduction of real people in the imagery can be more effective when it comes to conversions.
4. Track your results.
Once you create and launch your campaigns you need to start tracking your ads. By doing so, you will be in a better position to make tweaks to improve your future ads performance. If you are running an ad for an event or Facebook page, you can use the Facebook Insights tool to monitor interaction.
Facebook Insights is a nice reporting tool as it can give you information about the actual demographics and interests of the people clicking on your ads. It can also provide keywords that specifically drew their interest. You may learn details such as your local audience responded better to ads that include “best homes for first time home buyer” as opposed to “how to stage your home.” This will help you narrow or broaden your targeting for future campaigns.
Creating effective Facebook ads takes constant diligence and patience. However, with the assistance from an experienced ads manager, agents can ease the burden of consistently maintaining their Facebook ads. With TurnKey Suite, a team of marketing experts will employ their talents to craft visually appealing and effective Facebook ads, leading to growth of your real estate brand and its lead generation potential.
Before you start advertising your real estate services on Facebook, there are a few things you should be aware of:
Facebook Ads Appear in Two Places
You can run your real estate-themed Facebook ads to appear in two places. One ad type runs in the News Feeds on desktop and mobile devices. The other ads can be seen in the right hand side column of Facebook news feeds on desktop.
How Costs Are Determined
Facebook ads can be run on a per-impression or per-click basis. Take these into account when setting up your goals and budgeting. However, you can also set daily spend limits so there’s no risk of blowing your ads budget all at once.
Powerful Targeting Options
Facebook has some of the most powerful targeting tools seen online. You can target who sees your ads by virtually anything in a Facebook user’s profile. You can specify either city, zip code, county, or state, which are particularly useful for real estate agents. You can also narrow down your target audience based on options including age, gender, occupation, interests, and marital status. Using targeted ads for your real estate business will increase the effectiveness of your advertising, helping to increase your return on investment and better use your advertising spending.
Customize Your Ads
Another big advantage to Facebook ads is that you can create different ads for different demographic groups. You can use different language and imagery that will better resonate with certain types of homebuyers and sellers. For instance, using an ad that includes an image of a large backyard may appeal to a target audience of married adults with children, but it will be less effective if you are wanting to target single millennials. By using customized ads, you are going to garner better results.
Setting up and maintaining effective Facebook ads takes time and understanding that a learning curve will be involved. However, with the assistance from an experienced ads manager, agents can bypass these growing pains. With TurnKey Suite, a team of marketing experts will employ their talents to craft visually appealing and effective Facebook ads, leading to growth of your real estate brand and its lead generation potential. Get Started with Facebook Ads Here.
Every real estate agent needs a new hack now and again to revive and invigorate their Facebook marketing. Here’s one proven hack that you can employ, starting today!
Adding a Facebook Sweepstakes
Contests, sweepstakes and giveaways can definitely boost your Facebook engagement and drive more traffic to your real estate website.
The logic is simple: Who doesn’t like receiving gifts or winning a prize? The chance of winning a prize gives people a strong incentive to “like” your business page, which is the only action they do to enter the contest. These new likes, i.e. followers, will be a welcome addition to your lead generation potential.
Your new followers, will now be continually exposed to your marketing messaging through their Newsfeed. By receiving your updates and continuously gaining a greater appreciation of your industry expertise, the likelihood of later receiving their business when they do enter the real estate market increases.
Don’t know how to run your own Facebook contest? There are apps that can simplify this process for you. Dream Sweeps is a sweepstakes app, tailored to real estate agents, that seamlessly integrates into your Facebook business page. It provides a monthly sweepstakes that allows you to capture lead information while providing Facebook users a chance to win $600 in gift cards to popular retailers like Home Depot, Amazon, Pottery Barn and more. Dream Sweeps even provides the prize and manages the logistics.
With the simple addition of a Facebook contest to your real estate business page, you can look forward to an increase in lead information, and the potential to convert these leads into paying clients.