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.
If utilized correctly, a professional Facebook cover photo for your real estate business page can not only make a good first impression, but can help leads feel more comfortable choosing you as their agent. Since the first thing visitors to your page see is your cover photo, here are some tips to ensure you’re making the most of the space provided:
Size and Proportion
A disproportionate cover photo can cause you to lose leads because people will think you are unprofessional. Facebook cover photos should be 851 pixels wide by 315 pixels tall. Aim to use a cover photo image as close to these dimensions as possible.
Select a Relevant Image
To help generate leads, your cover photo should be visually attractive, help visitors become familiar with your real estate brand and show that you have services that meet their needs. You can use your brokerage’s logo as part of the photo to help legitimize your personal brand. When selecting a cover photo image, don’t forget to consider your profile picture, as this will overlap the lower left section of your cover photo. Don’t use two clashing images.
Add a Call to Action Button
Facebook allows you to customize your cover photo to include a Call-to-Action button to link anywhere you’d like to drive traffic, such as your real estate website. You can even link it to a phone number or email. This can easily be done by going to your page and clicking on the ‘Add A Button’ button overlaid on the bottom right of your cover photo, which will bring you to this pop-up below:
Regularly Change your Cover Photo
Try and fend off staleness by changing the photo with some regularity. All things, especially marketing space, can get overseen to a point where people start to ignore it. Always aim to keep things fresh. Plus, after you change your photo, your followers will get an update just as if you had posted an status, image or video. Changing your cover photo every 2-3 months is an easy goal to shoot for.
If you don’t feel comfortable creating your own optimized Facebook cover photo, why not have a team of marketing professionals create one for you? With the Real Estate Agent Directory’s Page Create service, each page includes a professionally-designed cover photo branded to your business. Take advantage of their expertise and put your business in a prime position to capitalize on Facebook’s lead generation potential!
Creating a real estate blog is a fantastic opportunity for any agent looking to become recognized as an industry expert in their local market. But many agents have concerns about if they have the writing skills to succeed with a blog. Thankfully, you don’t need to be a Pulitzer Prize-worthy writer to start a successful real estate blog. To give yourself the best chances for a strong following, and to grow your brand as an industry leader, use the following tips as your blogging prep guide:
Understand your blog followers
It takes a lot of research of your target audience before you even begin creating content for your blog. By understanding your target audience, you’ll have a better idea of what content they will take the time to view and what they’ll share with others.
Get blog ideas from your target audience
Create blog posts that answer the most pressing questions from people looking to pursue to a real estate transaction. This can be a great way to gather ideas of what topics people would most like to read about, which will help your blog grow.
A great approach for gaining a better understanding of your target audience is to ask your current clients what their biggest questions and/or concerns are. You can also ask your fans on social media. These individuals, based off of their engagement or lack thereof, will provide signals into what are strong blog topics and what are not.
Write with Passion
You’ll attract more blog followers if you can express your passion and expertise for real estate in a manner that’s appealing and enjoyable. If writing content for your blog feels like a burden, remind yourself why you’re doing it and reflect on what you hope to achieve. Write with real feeling and share your opinion if the content calls for it. Your audience will truly appreciate it.
Write catchy headlines
No matter how great your blog content is, no one will see it it unless you provide it an amazing headline. People make quick decisions to decide if they should click on blog posts, and your headline will play a major role in their ultimate decision.
The headline is also essential in making your blog posts more attractive for people to share your post on their Facebook or Twitter profiles. Aim to keep your headlines:
Build your email list
Start building your email list the second you decide to start a real estate blog. Having a well-developed email list allows you to promote your new blog content to your audience directly. This assures you that your content will still a core component of your target audience without any obstacles while you continue to develop your website for SEO.
Invest in a SEO tool
As mentioned above, SEO will be necessary to grow your blog organically. To reach the top pages of a Google search, invest in a SEO and keyword tool to help you. Using one of these tools, you will become a more strategic blogger. Not only can you get more content ideas, you can also track your keywords and blogging progress.
Give away free stuff
Give away free content that adds value to people’s lives. This can take the form of “how-to” guides followers can download, or even merchandise such as t-shirts or the latest tech items. Your fans will love this, becoming more loyal to your brand as well as sharing it with their friends and colleagues.
Give blogging time
Plan to invest in blogging for a long time before you see a significant return on your efforts. If you’re seeking short-term marketing success, or a quick path to brand recognition, blogging is the wrong way to obtain this. But if you can stick it out through the growing pains- and constantly learn, refine, and improve, you can achieve some remarkable marketing growth.
You don’t have to be the best writer in the world to start a successful real estate blog and develop a strong following. Blog readers want to know your industry expertise, personality, and enthusiasm. Use the tips above to give yourself a strong start in blogging and enjoy how rewarding it can be.
One of the biggest mistakes I see real estate agents make on social media is how they market their listings. Listings are an agent’s bread and butter, but the vast majority of agents have no idea how to market those listings in a way that will actually engage potential buyers. A quick search of #realestate on twitter will result in dozens of tweets that look like the following.
This is a terrible way to get potential buyers to look at listings. Now I know that pre-filled tweets like this are simple and easy to do, which is why so many agents use automated marketing companies. Getting fast food for dinner every night is simple and easy too, but you’d be hard pressed to find anyone who thinks it’s a good idea. The simple fact is that marketing a listing this way really doesn’t do an agent any favors. The listing becomes just one of a hundred others on the internet that buyers are not even going to notice.
What is wrong with this type of tweet?
1. The copy- using a sentence like “I am looking for a buyer” or “Check out my listing” does nothing to entice anyone to click on a link. Both of these sentences are coming from the agent’s frame of reference but do nothing to suggest why a buyer would want to look at these houses.
2. The picture – All the photos in the examples are just fine but they are not interesting or exciting. They do nothing to tempt a buyer to click on the link to find out more.
3. No call to action- each of these tweets include a generic link to more information about the house. This is fine, but could be done better.
Way to make these tweets better:
• Instead of using generic copy for every post, make the copy specific to the listing you are showing. If the house has a great kitchen something like “Love to cook? This home for sale has a chef’s kitchen with tons of space!” is a great option. Similarly if you have the perfect family home with a great backyard try something like “Looking for a home with a huge backyard to play in? I have the perfect listing for you.”
• Going along with using copy that is specific to the listing, make sure to choose a great photo of that part of the house. If you are selling a great kitchen, it would be silly to include a photo of just the outside of the house. Twitter lets you upload 4 pictures per tweet, be sure to make use of this option to really sell what’s special about a house.
• Make sure to include a call to action. This is where you can be more generic: Find out more, contact me today, schedule a showing now are all perfectly fine calls to action. Make sure to vary your call to action though, different wording will work for different buyers.
There is no magic formula to selling a home, but the way an agent markets a listing on social media can help significantly. All the homes are not identical, so the listings shouldn’t be marketed that way either. A little more time selling what is special about a home on social media will pay in getting the house the attention it deserves.