Facebook Marketing for Real Estate Agents

You can choose between a plethora of options provided by Facebook, like age range and interests. This is a powerful tool for marketing. It means you can craft ads to appeal to a certain demographic, and then ensure that demographic sees those ads.

Creating an audience for FB ad targeting is about finding the intersection of interest, location, income, etc. To try and give users the best ad experience possible, Facebook incentivizes advertisers by charging them less for delivery of ads with a high relevance score.

That means that targeting your ads to the right audience will lower your overall ad costs as it increases engagement. To create a target, you can start manipulating some basic settings that will help you narrow down your audience:. These basics location, age, gender, language are a great way to set yourself up. Then, look at more advanced options. We recommend you go through all of what Facebook ad targeting has to offer because there are a lot of hidden gems, but you can also search for demographics if you know that there is a specific demographic you want to hit.

As you narrow down the spectrum, Facebook will tell you how big your possible audience is. For example, targeting people who are in St. Louis and interested in fitness and running possible luxury apartment with gym renters has an audience of 77, people with an estimated daily reach of 1,, people. Facebook ad targeting creates this custom audience for you, and now you have to show them something that will speak to them in particular — you have to craft your content and your message to appeal directly to that group of people you are targeting. Renters want different things than buyers.

1. Set Up Your Facebook Business Page

Luxury buyers want something different than college students. Sell Team does an impeccable job at marketing properties with video. Not only do they make impressive videos of their listings, but they also include a friendly face to provide context and build trust. If you want to take things a step further, try creating a video, which allows the potential buyer to move around with their mouse as if they were touring the apartment and exploring on their own in person.

Check out this guide from Wistia on how to make a real estate video. This ad format is perfect for any industry that has visual appeal, making real estate the perfect candidate. The carousel ad format essentially allows the advertisers to display a series of images in a catalog type format so viewers can scroll through and view multiple images or listings. Check out the example from the UK company Draft. This is like catching several birds with one stone because this single ad has multiple pathways to convert.

I also love that Draft. Perhaps one of the most challenging aspects of being in the real estate business is building trust.

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When crafting your Facebook ads for real estate, show realistic imagery, and be direct in your ad copy. Tell the consumer exactly what it is they are getting before they even have to click by including information like price, square footage, location, number of bedrooms, etc.

Boston Proper Real Estate does a wonderful job at this by giving a very detailed description with all of their properties. If you are in the real estate game, you know well that there are peak months when people come out of hibernation with cash in their pockets ready to buy.

However, this is a big mistake — as you have a much better chance of selling if you get your listings out to the right people on Facebook during this busy time. So when is the best time to sell properties? People will start to look to your account for information and build a relationship with you as a brand. Bill Gassett, a Realtor, providing valuable information to people getting ready to move. Keep this content short and super interesting. Think long-term payoff here -- not the short, hard sell.

Add more video posts. So start shooting more video, upload it to your YouTube account, and then post it to your Facebook page. Post one to three times every day to start and then up your posts to no more than five, testing engagement rates continuously.

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The point is showing off your value. Learn the best times to post based on your audience.

Research suggests that the best time to post on Facebook is between 1 - 3 pm the timezone should reflect the location of your target audience which is when engagement tends to be the highest with the most optimal days being Thursdays and Fridays. But think about your audience and when they may be most likely to browse Facebook. Are they retirees looking for a beach house on their leisure time or busy parents working around a school schedule? Your free daily content is meant to provide value to your subscriber base, but gated content is meant to grow your contacts and find new real estate leads.

Also known as a lead magnet because it works like a magnet to attract leads, gated content is a larger, more thorough piece of content. People will need to trade you their contact information i. A few examples of gated content for realtors includes whitepapers, ebooks, and PDFs about topics like:. You can post this gated content just like your regular content or use it to create a Facebook ad. When you have the basics down, keep the following tips in mind:.

Use the Carousel ad format so your followers can scroll through several images and listings at once. Example of a carousel ad. Spend more during peak months. The secret is making sure you have ads in place during your busiest times of year. When you save a bit of cash during your slower periods, you can spend more to push yourself in front of these buyers and sellers during these critical peak windows and reach a wider audience. When you upload a CSV file to Facebook with all your existing contacts, Facebook will target your ads specifically to those accounts which match the names, emails, and phone numbers you provide.