It’s an enormous platform.
With 1.59 billion active monthly users at Statista.com’s last count, there really is no stopping the continued popularity and global reach of everyone’s favourite blue-bordered social network.
For the realtor, this of course has huge implications and raises massive opportunities in terms of marketing – which I’m sure will not be big news to you.
Indeed, practically every marketer on the planet is using Facebook to raise awareness of their brand.
And these same marketers would like to think that they’re using the platform for lead generation as well.
But, to be frank, this is a less of a certainty.
You see, where a lot of real estate agents go wrong is that they focus their Facebook efforts merely on raising awareness of their company.
They post plenty of pretty pictures of perfect homes and, if they’re lucky, they’ll get a certain proportion of their followers to ‘like’ their posts.
Viewing posts of properties is a very nice little pastime for people browsing around on Facebook.
Of course it is.
We’ve all got our dream homes in mind, and we like to indulge in fantasies of one day living in them.
And so we ‘like’ the properties, the real estate, that we see on Facebook that resemble the residencies of our reveries.
We’ve got no intention of buying them, mind you.
It’s just a fantasy.
And so in real terms, real estate agents who only measure their Facebook successes by how many ‘likes’ and even followers that they are able to generate is simply misrepresentative of what’s really happening.
It’s not easy generating leads – but it’s not impossible.
In fact, it’s a far cry from impossible – otherwise why would we all be wasting our time, right?
Generating meaningful leads from Facebook is very achievable.
You’ve just got to choose the right format, the right content, and the right targets.
The Right Format: Video
Facebook video advertising has taken off in a big way in recent times.
Indeed, video as a whole has.
Let’s look at some statistics:
- Facebook videos have officially surpassed YouTube videos on the Facebook platform
- 80% of all video interaction on Facebook is with natively uploaded videos
- 1 billion views daily of video content on Facebook since June 2014
- Over 50% of people in the US who visit Facebook on a daily basis watch at least one video daily
And some others:
- Facebook videos have 875% higher organic reach compared to text posts, and 250% higher compared to image posts.
- 4% of SME video advertisers post to Facebook.
- Video ads have an average click-through rate (CTR) of 84%, the highest of all digital ad formats.
- Facebook video ads have shown 60 times higher engagement rate compared to image ads.
As you will no doubt infer, unless you’re spending a significant amount of time (and your advertising budget) focussing on your Facebook video ad campaigns, then you’re simply looking in the wrong direction, both in terms of exposure and generating genuine leads.
But let’s keep our focus on the latter.
The Right Content: Tours And Testimonials
So, what makes up great video ad content when dealing with real estate?
Well, first and foremost, you’ve always got to remember that you’re dealing with real, physical, lived-in spaces.
And your video content needs to reflect this.
I think it’s best to explain exactly what I mean by looking through the various types of content one at a time.
Here are 4 examples:
1. Property Tours
Consider this: when you’re at home, what do you do?
Do you spend the whole time standing or sitting in one corner of a room, or do move around?
You do both – and so should your video.
When creating video content, make sure that you’re utilising the medium to its best effect. Creating a looping slideshow of stills – even if it is nicely edited with great audio – isn’t really a video.
A video should be like a mini movie, as in a moving picture.
So, create some movement in your piece.
Give viewers a proper sense of the layout of the home, let them hear the sounds, absorb the natural light, and get a real feel of what it’s like to actually live in this property.
2. Neighbourhood Tours
Once again, still photographs of the outside of the property only tells a viewer so much.
Sure, it’s an opportunity to show off the beauty of the home, but people don’t just live between four walls.
They live in a community.
So, show your viewers this community.
Take the video camera for a walk – or even a drive – around the surrounding area, being sure to incorporate both the residential and commercial sections of the neighbourhood.
The idea is to try and capture the true character and culture of the area.
After all, this is what you’re trying to sell just as much as the bricks and mortar itself.
Whilst out and about with your video camera, why not take the opportunity to drill down into the grass roots of the area?
Conduct a few interviews with local businesses, and let these people sell the area for you.
And ask them why they chose this area in particular to open their business.
If you’re lucky, you’ll strike some golden content here.
I’m sure you’ve already got some client testimonials in written form on your website – but why not video them?
Interview your customers about their buying and selling experience with you, and then pull out the very best bits to make your video. If there are some influential figures in the neighbourhood – a politician, news reader or celebrity or what have you – then all the better.
Staff testimonials can also be a great thing, too.
Buyers and sellers want to know that they’re in good hands, and what the realtors will actually be personally doing to support their clients, why they choose to work for you, etc.
The Right Targets: Who’s Actually Looking To Move?
You will no doubt have a lot of people’s ‘dream homes’ in your portfolio.
And those dreamers will take great pleasure in flicking through your Facebook page and clicking ‘like’ on practically everything they come across.
But who’s actually considering moving home?
That’s what you’ve got to ask yourself, that’s what you’ve to find out, and then it’s those people whom you need to target with your video ad content.
This is where your leads will come from.
So, how do you go about targeting?
Targeting People “Likely To Move”
Facebook ad targeting, for the digital marketer of any description, really is one of the best things since sliced bread.
You can use the tools on the backend of Facebook to pinpoint your target demographic almost with laser precision, and have your video reach only those who fall right within those specific parameters that make up your buyer personas.
And, wouldn’t you know it, when creating your targets, Facebook actually has a behavioural category for people who are “Likely to move”.
I know, I know – it’s like a dream come true.
For, as I’m sure I don’t need to tell you, people who are ‘likely to move’ will probably be in need of a real estate agent like yourself in the not-too-distant future.
How does Facebook know that someone is ‘likely to move’?
Well, as you will know, people do tend to share an awful lot of information on Facebook.
And so it’s very likely that a lot of the data is drawn from that.
But Facebook also works in partnership with third parties that collect information about consumers, and these data sets are made available to Facebook.
From here, you will be able to target your content directly into the newsfeeds of potential homebuyers that match up with your other demographic requirements, such as location, age, household income, etc.
Get Started with Facebook Video Ads
If you’re interested in starting with video marketing but don’t want to go through the hassle of making your videos from scratch or hiring an expensive video guy, then check out the Shakr real estate video design collection.
It has customizable video templates made exclusively for the needs of a real estate agent.
And it’s super easy to get started!
Just pick a video design, insert your photos and video clips, and change the text fields to fit your listing.
Exclusive Discount Offer
RESAAS members get a 10% discount off Shakr by signing up through the RESAAS marketplace.
Have you used Facebook video ads to generate leads? Tell us about your experiences below!