As competition in the real estate industry has increased, more real estate professionals have realized that investing in digital marketing is no longer an option but a must if you wish to grow your business and increase your bottom line.
If you need to reach people interested in buying or selling their home you need to go where they spend most of their time, and that’s Facebook.
Facebook is one of the best social media platforms to reach your target audience, build great rapport with your target audience, and increase your chances of doing business with them.
With the power of Facebook Advertising (simply called “Facebook Ads”), you can specifically have your content (in this case, “Ads”) tailored to a particular audience delivered to them with just a click of a button.
Now, most real estate investors will argue that Facebook Ads didn’t work well for them the time they tried it out. Some will even blatantly say, “It’s doesn’t work”, but this is far from the truth and it works and keep working for countless real estate investors, helping them close more deals on a regular basis.
Here is the thing, if you’re worried about whether Facebook Ads will work for your real estate business or you’re part of the people that have tried Facebook in the past and didn’t get the desired results you were looking for and then concludes that it doesn’t work, you’re doing it all wrong.
The truth is that Facebook favors people who understand what they’re doing. Here is what I mean by that, for you to generate outstanding results with Facebook Ads you need to understand your target market, what they’re interested in, how to laser-target them, and how to create a marketing message that can compel them to take desired actions you want from them.
Missing any of the components stated above will mean that you will not get the right results you wanted from your Facebook Ads.
To avoid you missing any of these important components when it comes to Facebook advertising for real estate investors, here are 7 ways real estate investors can improve Facebook Ads performance and build a more profitable brand online.
#1: Apply Laser-Targeting
One of the major reasons why I think Facebook Ads is the best social media platform to advertise your business on is because of the detailed level of targeting you are able to achieve with the Facebook advertising platform.
With Facebook, you can use their various targeting options to laser on the perfect audience and ensure you’re showing your ads to the right audience.
As a Real estate professional, you can target prospects based on Zip Code, Age Ranges, Income, Homeownership Status, Likely to move, and so on.
You can also target a custom lookalike audience (these are people who are similar to your past customers or prospects who have taken a desirable action).
These targeting options on Facebook is what will enable you to get your ads across to the right audience you want to reach with your marketing message.
#2: Write Transparent Ad Copies
Crafting a transparent ad copy is one of the most important aspects of your Facebook ad creative you need to pay serious attention to. Your ad messaging can make or mar your real estate marketing campaign as that’s the only way your prospect gets to know what you’re offering them.
You need to give a well-detailed description of your properties, informing your audience of the property price, location, as well as the necessary information they would like to know about the property without having to speak with someone on the phone.
#3: Invest in Video Marketing
It’s no longer a secret that videos have become the most popular choice for content consumption today. According to invideo.io (a video creation company), 72% of customers said they would rather learn about a product or service by way of video and 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video(Optinmosters).
This shows how investing in a good quality video for your Facebook ads campaign can have a direct positive impact on its performance.
As a real estate investor, building a notable brand should be one of your major objectives, and utilizing the power of videos on your Facebook ads campaign can help you build a strong brand presence and trust with your audience.
#4: Utilize Customer Testimonials on Your Ads
Great real estate professionals understand the importance of relationship-building in other to grow their real estate business and the best way to build a strong relationship with your prospects is to build their trust with your brand.
How can you do this?
You can brag about how great you are but it only makes more sense when it comes from a third party’s mouth, in this case, a past client.
Using your customer’s testimonials on your Facebook ad campaigns can generate immense results, as your prospect will feel more comfortable working with you knowing you have delivered great results for someone else.
To improve your Facebook ads performance, you need to get your past clients to share great testimonials with you which you can use on your ad.
#5: Use Facebook Carousel Ads to show multiple parts of the Properties
When people buy real estate, they’re not just buying a property, they’re buying comfort, happiness, and more. You need to speak to people’s emotions, and the best way to do that is through what they see and feel. This is why you need the “Facebook Carousel Ad Format”.
The Facebook carousel ad format supports any industry with a visual appeal, which real estate is among. This type of ad format allows advertisers to display series of images to grab the attention of their target audience.
This allows viewers to scroll through and view multiple images of properties you advertised to them. Ensure you use high-quality images to grab your viewers attention
#6: Test Your Multiple Campaigns
The most important factor you need to do more when it comes to marketing, especially digital marketing is “Testing”.
Running multiple testing on your campaigns starting with a small budget is what will allow you to come up with a killer ad that will generate an outstanding result for your business.
Creating multiple variations and testing every aspect of your ad creative, from your image, copy, targeting, and more is the best way to discover a winning ad. Once you discover what works best or which ads perform best, you can increase your ad budget and scale it further.
#7: Increase Ad Spend on Winning Ads
We touched on this a bit in the last section but decided to lay more emphasis on it because of how important it is.
Facebook is a social platform and also an advertising platform. This means that as much as Facebook wants people to enjoy their time on their platform, they also want to make more money also.
The amount of money you spend on your ads determines the number of people your ads will reach. The more your spend, the broader audience you can reach.
When you have an ad performing very well more than the others, it is very necessary to increase the budget of such ads to reach and convert more of your target audience.
When increasing your budget ensure you go small and steady, rather than scaling too high.
Here is what I mean, for example, the best way to increase your Ad spend is to go from $10 to $20 to $50, rather than going from $10 to $100 or $200. By doing the latter you make Facebook spend your money as quickly as possible without allowing its algorithm to continue to carefully determine the best audience to show your ads and generate optimal results.
Run Leads Generation Ads
If your main goal for running Facebook ads is to get people into your office or on the phone, then you need to focus more on running lead generation ads.
With Facebook lead generation Ads, you can quickly collect your prospect contact information and funnel the lead into your CRM or marketing automation software for proper follow-up.
This is the best way to capture buyer or seller leads as your prospect can click on your ads and send their information (like name, email, and phone number) with just a tap of a button.
For real estate investors looking to get more out of Facebook Ads, the seven tips we shared with you above will help you create engaging, more optimized, and high-converting Facebook Ads campaigns.
These are the strategies we use to help real estate investors build better Facebook Ads campaigns and we hope it will help you too when applied.
Inasmuch as what is stated in this post will enable you to create a high-performing Facebook ad, you need to know the top mistakes real estate investors make when it comes to running social media ads and how to avoid them, click here to learn more…