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.
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