Facebook Ads are a game changer for real estate professionals.
The problem is that many of us do not know how to use them, or why we even need to.
Here’s why it’s a game changer: Never before has it been so easy to target real estate advertisements to such a customized demographic of local consumers. You can target local consumer behaviors, specific geographic locations, consumer trends, and much more. With the use of well-designed graphics and creative ad concepts, a real estate professional can earn immediate business, if they know what they are doing. The cost is also significantly lower when compared to other marketing options.
Facebook Ads is a very easy ad platform to learn and implement. Much easier than Google AdWords, in my opinion.
If you have not yet used Facebook Ads and feel like it’s too intimidating, that’s okay. I’ve already created a simple step-by-step visual tutorial that will walk you through the entire process in 12 simple steps: Click Here to view the tutorial. Now there’s no reason why you can’t give it a shot, right?
With the step-by-step guide mentioned above, you should be able to setup your first Facebook Ad campaign in less than 15 minutes. It’s very easy, once you know what you are doing and why you are doing it. The most important part of running a successful Facebook Ad campaign is the ad concept. That’s what I am going to cover in this article. A good ad concept will yield great results. A poor ad concept will simply waste your money.
With some creativity and simple planning, you can have a good ad concept ready in minutes. You may already have 3 or 4 great ideas that you planned on using for direct mail or Google AdWords. You can easily shift those ideas over to a strong Facebook Ad campaign.
In this article, I’m going to discuss 3 advertising concepts that will help you get started with Facebook Ads and have continued success with it.
Let’s get started:
1. Create a Special Ad Promotion for Local Residents
Have you ever created a direct mail out to promote your business? If so, this concept is going to be easy to grasp. If you have a special value proposition or advertising promotion to tell your local community about, Facebook Ads is a great way to do that. Simply make a graphic to showcase your business or promotion. Make the image 1200 pixels x 628 pixels. If you use text in the image, it can only cover 20% of the graphic, or less, so keep it simple. Use the graphic to grab peoples attention as they scroll through their Facebook feed. I recommend creating multiple images for your ad and test which ones work best. Target the geographic area where you want to advertise your promotion and you’re all set.
Do you need more listings in your inventory? Then run an ad with a special discount on listing fees for a limited time.1 You can also offer a free CMA, or free iPad at closing to consumers who sign up by a certain date. There’s really no limit to the amount of ad promotions that you can come up with here. Take your time and brainstorm with your fellow agents. You’ll know when you have the right ad promotion. I recommend running 3 or 4 ad promotions at a time. Some of my best ideas on paper went nowhere in real life. Don’t get discouraged though; you need to be in this for the long haul. Once you find the ads that have the best ROI, keep developing them to increase your success. Post and test, over and over again. Once you find your local marketing niche on Facebook, you’ll be glad that you took the time to figure it out.
2. Brand Your Website with Local Consumers
I spend hours each week developing my website and trying to make it the best local real estate website in Colorado Springs. My site is already one of the most used local real estate websites in the area, but it’s still fairly new. When I want to build more local brand awareness about my website, I create a Facebook Ad and run it continuously for a few months. I learned this from some of the other local websites in my area. Every time that I would scroll through my Facebook feed, I would see their logo. After a month, I was completely branded from seeing their Facebook Ad everyday. I decided to utilize this strategy and it’s worked well for me.
In order to make this idea work, you need a good website. It has to be a website that already has people using it on a daily basis. There is no need to run a Facebook Ad to send people to a website that is subpar. If you have a website that is useful, this strategy is a great way to build an audience around it, in a short amount of time. Mix this idea with a few other local branding strategies and you can place your business on the top of people’s minds within your local area.
3. Promote Your Best Local Listings
If you have a good listing, you can create a special landing page for that listing that will capture leads from interested local consumers. First, take a few of the best photos of your listing and leave out a few pieces of crucial information. Give just enough information to be interesting, but not so much that there is no reason for the visitor to contact you. Visitors to your landing page will offer their contact information for more info on the property through a forced registration popup. With most Wordpress sites, it’s easy to create a popup lead capture window to achieve this. If you can figure out how to create this lead capture form and special landing page, then you’re 80% done.
Next, create a Facebook Ad using the photos from your listing. Use the best 3 or 4 photos that sell your listing well. Use a title with a call to action like, “Check Out This NEW Colorado Springs Listing Before It’s Gone!”. People like to look at new listings in their area, even if they are not ready to buy or sell. A good Facebook Ad campaign featuring a nice local listing can receive hundreds of filled out registration forms within a few days. This strategy is a great way to build a local audience over time.
Once you have a good list of contacts from your landing page, create an email drip campaign to send valuable local information to these contacts on a monthly basis. Keep building your contact list and email drip campaign strategy to gain new followers to your business every month. This is a system that can be adapted to fit your business style over time. It’s a great way to leverage your hard-earned listings to gain more exposure from them. It’s also a good way to let your sellers know that you are an aggressive marketer. When seller’s see their listing in their Facebook feed, they become confident that their home is being marketed to its highest potential.
This article is not intended to be a “copy & paste” Facebook Ad strategy. It is intended to inspire creativity for you to come up with your own ad concepts. The 3 suggestions mentioned above are broad ideas. Use the information to start the creative process and develop something powerful for your own business.
Notice how all three of the ideas above mention the word “local” in the titles. As you’re building your ad concepts, keep everything anchored with a “local” angle. Remember, you’re trying to build your brand locally. That’s the strongest benefit to developing a good Facebook Ad strategy over other marketing options.
Once you have found a good ad strategy that works for you, make sure to bounce it off of other real estate professionals and share in the conversation. One of the great things about networking with other agents is that we are rarely competing against each other because we are so hyperlocal. I even discuss these strategies with a few of my fellow local agents and we have yet to feel like we are competing with each other.
So few real estate professionals use this type of marketing strategy right now, that it feels like the wild west at times. There is so much territory to be discovered and claimed in this space. It’s a wide open marketing concept that has plenty of untapped potential for real estate agents. Let’s get creative and get to work growing our businesses with some smart Facebook Ad strategies!
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by Lee Davenport