As you might have already known, Facebook and other social media sites are for-profit businesses and advertising is the key to how these social media companies make money.
The Social Media Algorithm (which is a set of rules that helps to sort posts a user sees in their feed first by the likelihood that they’ll actually want to see it) rewards advertisers who set up the right message for their target audience and spend money to reach those audiences and punish those who don’t know what they’re doing.
Since we want you to be part of those that the social media algorithm favors and not punished, we have gone ahead to share with you the 7 top mistakes real estate investors make when it comes to social media ads and how to avoid them so that you can win in this social media game and grow your business.
Having said that, let’s jump right in and share with you the mistakes you need to avoid in order to generate more quality leads and significantly grow your real estate business.
MISTAKE #1: Only Boosting Post
Most people think that just clicking boost or promote on their Instagram or Facebook post will help them reach their right audience and get them to buy what they are selling. The fact is, that is not true.
When you hit boost on your post, you will reach more people, gain an impression (an impression is a metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or a webpage), see the reach metrics go up but will consequently lead to no desirable or positive results.
As a real estate business, this means you will not be able to generate quality leads that will lead to more closed deals and increase revenue for your business.
Getting these kinds of high-level metrics that don’t do anything else other than looking good on screen makes most people think that social media ads don’t work but the truth is, social media ads for real estate investors or other businesses do work if only you do it the right way.
To do things the right way and get your ads to deliver great results for your business, you need to go into the ads manager and really gain control of your targeting so that your ads will be shown to the right people or simply, your target audience.
Failure to get the right people to see your social media ads will end up with you wasting money on Facebook without any positive result.
As a real estate investor, your primary goal is to get people that are interested in either buying or selling their properties to see your ads. Depending on the goal you want to achieve, effectively targeting your ads to reach a certain type of audience will help you get more clients and increase your revenue.
MISTAKE #2: Having The Wrong Creatives.
When you are setting up your social media ads, you should be fully aware that there is so much noise on social media and so many things fighting to grab the attention of your target audience.
You have to be aware that nobody or rather, most people don’t go to social media to see an advertisement. In fact, most people dislike it so much that they have to install an adblocker extension on their device to avoid seeing ads when they’re on their favorite social media platforms.
Ensure that your ad creative most especially the image or the video thumbnail is attention-grabbing enough to get your target audience to stop scrolling and click-through to learn more of what you’re offering to them.
Getting this part of your ads set up wrong will result in a low Click-Through Rate (CTR) — CTR is a metric that measures the number of clicks advertisers receive on their ads per number of impressions.) and low conversion.
As a real estate investor who is looking to invest in social media ads to grow your business, you should be fully aware that the failure to have great attention-grabbing creatives will result in you not generating good results from your ad campaign.
Your ads creative and copy (which is the next mistake) are among the top element that decides whether your ad campaign succeeds or not, therefore you need to pay more attention to get this right or risk wasting your money with Facebook and get no result.
MISTAKE #3: Having a Boring Copy
When most inexperienced advertisers think of a boring copy, they visualize a long copy that no one wants to read. But this is wrong, as there are also short copies that are very boring.
When you write your ad copy, ensure you touch your target audience’s pain point, tell them you have the solution, and give them a good reason on why they should listen to you now and stop scrolling through their social media feed.
Whether you can achieve this with a short or long copy is not the problem, just make sure you are not boring them.
MISTAKE #4: Making The Wrong Offer
Just like fishing with the wrong bait will not get you the right fish that you want, making the wrong offer to your target audience will not convert them or get them to do business with you.
Your offer is the number 1 determinant factor that will make someone scrolling through his/her social media feed stop and click through to learn more about what you’re offering.
You need to be able to make a no-brainer offer to your target audience that provides massive value to them. Your offer should build what we called FOMO (Fear Of Missing Out) inside your audience that will compel them to immediately take the desired action you want from them.
Here is an example of a no-brainer offer for a real estate business: Get this at 20% off market price which ends at 12 Midnight Easter Monday.
MISTAKE #5: Not Having A Clear Call-To-Action
You can have the best ad creative, make the right offer, and get your target audience to see your ads, but if you fail to tell them what to do next using a “clear call-to-action” you will definitely lose them.
Most social media platforms like Facebook, Instagram, and LinkedIn, have a set of “clear call to action” you can select from to get your audience to take the next desired action you want them to take.
The call to action you will use on your ads depends on what you want your audience to do next.
This is where most real estate advertisers get it wrong as they try to use the “BUY NOW” option on their ads, forgetting that no one is on Facebook to buy anything, and even if they want, they need to have better information on what you are offering to decide whether they want to do business with you or not.
We always advise using the “learn more” to get people to know more about your offerings.
The best way to do this is to send them to a specific landing page that is set up for that particular promotion you’re running and this brings me to mistake number 6.
MISTAKE #6: Not Sending Social Media Ad Traffic to A Well Conversion Optimized Landing Page
Listen, Never ever send your social media ad Traffic to your Website Homepage or any of those primary pages on your site.
This is because, most of the time, your website homepage and other primary pages like about and location pages are not properly optimized for conversion, that is, they’re not structured in a way to convert a website visitor into a customer or lead right away.
These types of pages (The homepage, and location pages) are majorly optimized for search engines (SEO) to improve website rankings and gain more free traffic to the website. They majorly give a picture of what a business is all about, the services they render, and, in most cases, why you should choose them.
But in general, they’re not well optimized to convert those visitors into customers.
Have a conversion-optimized page set up for each promotion you’re running and use a website heatmap tool to find out how the page is performing and also, how the social media ads traffic you’re generating interacts with your landing page to better optimize it for better conversion.
A better website heatmap tool to use is Hotjar, to help you understand the experience website visitors have on your landing page.
Mistake #7: Not Testing Multiple Ads
Most business owners thought that just putting up one ad will bring in a flood of customers or leads into their business, but that’s far from the truth.
The worst part is that when things don’t happen as they expected, they tend to get cold feet and start saying things like “social media ad doesn’t work” or “is not for me”.
The truth is that social media ads work very well for those who understand the need to test various parts of their ad.
You need to continue testing and iterating and finding what’s going to get you the best results. This could be changing the copy on your ad, the image, your offer, or simply your targeting.
Setting the right roadmap to continuously test and iterate your ad campaign is critical to your success with social media ads.
Having been equipped with the most common mistakes business owners like real estate investors make when it comes to social media ads and how to avoid them, I believe you now know what to look out for when you’re setting up your social media ads.
If you like this post kindly share it with your friends or colleagues, also you can check out our latest post on how to find real estate leads using social media ads. This post will teach you an incredible strategy people like Ryan Serhant, Grant Cardone, and other top real estate professionals use to generate high-quality leads using social media ads.