The real estate industry is crazy competitive. It’s no surprise that many real estate professionals turn to the power of digital marketing to generate more leads.
Knowing that, what better tool to use to spread awareness of your brand and services than Facebook Ads?
The number of Facebook users is high, like… an insane amount of daily users. In fact, in the U.S. alone there are a recorded 223.03 million Facebook users.
Not only that, daily active users spend an average of 58 minutes on Facebook.
At least a few of them are probably looking to buy or sell property, right??
So, tell me then, why AREN’T you running highly effective Facebook Ads yet?
We know the waters of digital advertising are murky, but we are here to help you.
Here are 7 powerful tips that you can implement now to create high-performing Facebook Ads.
- 1) 1. Master Your Facebook Ads Targeting Strategy – How to Target Motivated Sellers & Buyers
- 2) 2. Scope Out the Competition to Differentiate Your Ads
- 3) 3. Invest in Strong Real Estate Visuals – Videos, Images, and Graphics
- 4) 4. Ensure Your Facebook Business Page and Website Are Optimized & On-Brand
- 5) 5. Focus on Valuable Content & Transparency
- 6) 6. Nail Down the Core Strategy of Your Facebook Ad Campaign
- 7) 7. Test, test, & test! – Perform A/B, Split Testing, for Your Ads
- 8) It’s Your Turn to Improve Your Lead Generation & Land Quality Clients
1. Master Your Facebook Ads Targeting Strategy – How to Target Motivated Sellers & Buyers
Take the time to understand your client persona(s). This will help you better target your Facebook ads. If you aren’t doing this, you will be wasting your valuable time and money. Period.
Refine Your Ideal Audience
This has affected your ability to target specifically by:
- Zip Code
However, you can target by people who are interested in:
- First-time home buyer grant
- Home repair
- Mortgage loans
- Manufactured housing
However, your accessibility broadens if you were to create educational, valuable content rather than showing properties. You could then have several powerful targeting capabilities in your arsenal when building out your target audience for property listings & real estate promotions. These include, but are not limited to:
- Major Life Events
- Purchase Behavior
- Visited Home-buying or Mortgage Loan websites
- Personal Interests
- Travel Tendencies
- Residential Profiles
- Leisure Activities and Interest in Particular Amenities
But, be careful and ensure that your audience selections do not discriminate against people based on certain personal characteristics.
Consult with a Facebook Ads specialist to manage or set up your ad campaigns!
Establish which Language(s) to Use in Your Ads
If you live in a diverse area and you are a realtor that is bilingual or multilingual, target ads to potential buyers in their native language.
Do you have a large community of Spanish speakers in your community? If you are comfortable speaking multiple languages, run ads in various languages.
2. Scope Out the Competition to Differentiate Your Ads
Think of your competition as an asset for your business.
Healthy real estate competition is a good thing. You can learn a lot about the competing real estate professionals that are running successful, or terribly awful, Facebook Ads.
Furthermore, you don’t have to have your creative juices running 24/7. There is no need to constantly change the style of your Facebook Ads. You’re too busy to do that.
Simply see what’s working, see what isn’t, and adapt your ads to stand out from the other real estate professionals in your area.
3. Invest in Strong Real Estate Visuals – Videos, Images, and Graphics
Real estate is totally visual, so you need to make sure you have invested time into strong property photography and videos.
Think about the houses you see that really catch your eye. These are typically the ones that are staged beautifully with natural lighting and provide a clear scene of the property.
And who doesn’t love a great virtual walkthrough? The answer is that 42% of home-buyers, who used the internet in their home search, found that virtual walkthroughs were “very useful” in making their decision.
Invest into aesthetically appealing visuals. You want the property to sell itself before the first showing.
4. Ensure Your Facebook Business Page and Website Are Optimized & On-Brand
Through your Facebook Ads analytics & performance measurement, you will surely notice a new wave of potential clients visiting your owned media; your Facebook business page,,and your website.
So, before you run your ads, we recommended that you optimize these to maximize your conversions.
Here are a few key points to check off:
- Confirm all of your owned media are set up. This can include your website, Facebook, Google My Business, and other directories that can provide social proof.
- Examine your headshot(s) & team photos. Are they professional, consistent, and on-brand with your branding guidelines?
- Does your website exceed consumer expectations? Check that it has detailed information about properties, visual contact information, and high-quality media. These are the top valued features of your website.
- Is your content plentiful? Ensure that you have consistent content throughout your website and social media pages that demonstrate your knowledge.
5. Focus on Valuable Content & Transparency
There are quite a few routes you can take when planning your Facebook Ads. Here are a few things you can include in an ad campaign to increase ad engagement.
Include Client Testimonials
Placing trust in the person who is going to help you find your dream house can be a dicey game. This is especially true for people who have ever had a bad experience with a realtor.
Use your Facebook Ads as the time to introduce yourself as an excellent choice realtor by including your client testimonials.
Your target audience is already scouring the internet trying to make sure you are legit. Why not make it easy for them by highlighting your successes. This will instill confidence in the buyer and help you be transparent.
Use positive reviews in your Facebook ads to let your audience know that you will give them the same 5-star service.
Use Statistics & Visual Aids
Sometimes, including statistics and facts can make your point stick that much harder. Don’t be afraid to share statistics about the industry that you think your potential clients will find valuable.
For example, here are some great facts about housing data you could include in your ad.
- In 2020, 63% of all home-buyers made their decision based on the quality of the neighborhood.
- In 2020, the median price of a purchased home was $257,000
- Over 1/2 of home-buyers find it difficult to “find the right property”
- 18% of home-buyers find that the home-buying process was not difficult
Take your favorite statistics and turn them into a visual representation or graphic for your ad.
Use Your Previous Engagements For Re-targeting
Facebook ads are a great way to gather data about users who have displayed interest in your services.
With this data, you can compile an email list or use the data within Facebook to launch a re-targeting campaign.
This includes, but is not limited to:
- Facebook Business page likes
- Instagram followers
- Recent website visitors
- Post engagements
Utilize the Carousel Functions to Increase Interest & Engagemnt
You can use the carousel function for your Facebook ads to highlight multiple elements of your ad.
Paula Sanders utilized this smart opportunity to showcase her clients’ closing day!
6. Nail Down the Core Strategy of Your Facebook Ad Campaign
Now, this is where we get into the nitty-gritty of your Facebook Ad campaign. You have the right content, you’re on-brand, now let’s discuss the actionable steps needed to kick off your ad campaign.
What’s Your Budget?
It is time to set your budget for your Facebook Ads. Luckily, unlike Google Ads, Facebook Ads are relatively reasonable and can target a large number of potential clients.
Facebook Ads run on a bidding system. You will need to bid on the amount you’re willing to pay to reach your specific audience.
The bidding is done automatically, you just need to find a maximum daily budget that works for you. Then, set it on Facebook, and Facebook will do the rest.
Finding the right budget will take time. You may find that you end up spending more on one campaign than another. This is totally fine as some campaigns will yield better results than others.
A daily bidding budget will depend realtor to realtor and campaign to campaign. It will take some time to find a budget that works best for you.
There are a few things to keep in mind when setting your budget, so remember that:
- Your budget should be sustainable. You don’t want to go broke running Facebook ads. Find the amount of money you can dedicate from lead generation to your ad budget.
- Set aside money for peak buying time. If you are planning to run ads during peak buying time, typically around the first week of fall, you should run more than usual. Set aside funds for peak time so you are fresh on clients’ minds when they begin to consider buying a home.
- Run your ad for a few days to actually gauge results. You won’t see immediate results, so keep your ad running for at least a week or two and see if you gain any new traffic. If not, it might be smart to test a different type of ad.
What Are Your Objectives & Campaign KPIs
Now that you set your budget, it’s time to set some goals. For you, discover what are some reasonable outcomes to test to measure if the ads are worth the money.
You need to set reasonable KPIs and measurable objectives. This will help you understand if your Facebook ad campaign is ready to scale or needs adjustments.
The most important Facebook Ad KPIs & Metrics are:
- Audience reach
- Ad Frequency
- Click-Through Rate (CTR)
- Cost Per Conversion (CPC)
- Video Engagement & Retention
- Cost Per Action (CPA)
7. Test, test, & test! – Perform A/B, Split Testing, for Your Ads
Wouldn’t it be absolutely incredible if your first ad campaign on Facebook was a huge success? It would be amazing if one ad brought you numerous leads with tons of potential to close.
Now, that is certainly possible, but most time, advertising might take a few tries to get it just right.
That is why you need to split test your Facebook ads to determine exactly which campaigns are performing best with your audience.
Split testing allows you to create multiple ad sets and test them against each other to see which strategies produce the best results.Facebook – The Do’s and Don’ts of Using Split Test with Facebook Ads
Start out small with your tests with about 4 to 5 variations that you can easily track. As you start to budget more and run more ads, you can outsource your split testing to a Facebook ad management service.
It’s Your Turn to Improve Your Lead Generation & Land Quality Clients
As a real estate professional, you need to leverage the power of Facebook ads to help generate more leads and close
. There are so many different types of Facebook Ads you can run. The right strategy that fits your brand and personality is out there.
If you are still struggling to have a high ROI when running your Facebook Ads, let us know how we can help.
We can definitely further enhance your Facebook Ad strategy and keep the leads coming. 😉
Did we leave anything out? Let us know what you think by dropping a line in the comments. Like and share if you enjoyed the read too. 😁