Today we're going to give you a step-by-step process for success with Facebook marketing for real estate agents. The specialists at Relevantly design results-driven social media marketing strategies and skillfully execute them for you.
With over 15 years of marketing experience, we understand the unique needs of small businesses including real estate agents and we are committed to seeing yours flourish by maximizing your traffic and leads through creative advertising.
Over the years, we have developed expertise in Facebook marketing and we'd like to share our experience with you. So let's get started.
Learn the secrets of successful Facebook advertising for real estate agents
Facebook Marketing For Real Estate Agents
The real estate market is tough and to be successful you not only need the skills to be able to sell properties but you also need to be able to generate quality leads through innovative marketing campaigns.
Facebook marketing is an effective way to generate those leads that you need to keep your pipeline full. But how do you get started? Here's a step-by-step process to help you.
You need to be able to generate quality leads through innovative marketing campaigns
Step 1: Define Your Objectives
Before you begin to think about designing your Facebook ads, you need to think about your objectives, what you want your potential customers to do when they see your ad. The objectives you choose for your ads should align with your marketing goals.
A) Traffic Objective:
If your goal is to get people to visit your website, then you'll want to design ads that direct traffic to your site. Traffic objective ads will send people to a destination link and are an effective way to boost the number of visitors going to your website or app.
B) Video Views Objective:
If however, your objective is to get people to do a virtual walk-through of a property then you should use the video views objective which will optimize your video ads and show them to people who are most likely to watch for at least 2 continuous seconds or 15 seconds or longer.
C) Lead Generation Objective:
If you want to generate as many leads as possible, then the lead generation objective is a good choice. With this objective, you can collect leads for your business by creating ads that collect information such as email addresses from people who are interested in your real estate services and sign up for your newsletter.
Source - Brad D’Ornellas on Facebook
Step 2: Target Your Perfect Audience
One of the biggest advantages of Facebook marketing for real estate agents is the ability to tailor your target audience to give you the most bang for your buck. You will want to select your audience with care making sure that your ads are shown to the right people at the right time.
Target by Location:
You can choose the specific location that you want to target using postal codes. You should choose your locations wisely as you don't want to miss out on potential sales by making your location too narrow.
A good idea is to take a look at the selling history of the area that you are selling in. This will allow you to see the typical postal codes of past buyers for that area.
Target by Age:
The age range that you target will depend on the property you are selling. For example, you could target 20 to 30-year-olds and empty nesters if you are selling a smaller home, while 40-year-olds and higher are a better target market for a higher-priced mansion.
Facebook Marketing For Real Estate Agents allows you to target different age groups
Target by Income:
Another great demographic you can use to ensure you are reaching the right market is targeting according to how much people make. You can find this demographic in Facebook Ads under:
Detailed Targeting > Demographics > Financial > Income
Target by Home Ownership Status:
You can also specifically target people who are first-time homebuyers, current homeowners, and renters. You'll find this information here:
Detailed Targeting > Demographics > Home > Home Ownership
Target Similar Audiences:
If you have a list of clients who have recently purchased a home from you, Facebook will let you upload that list and it will then find similar people (lookalike audiences) who may be ready to invest in a property as well. Learn more about Facebook lookalike audiences here.
You can target lookalike audiences who are more likely to be ready to buy a home
Step 3: Use Creative Formats
You will find that using more creative formats for your Facebook ads will generate more success than merely posting static photos. Incorporating slideshows, carousels and videos will help you better engage with potential homebuyers and renters by offering them a more immersive experience.
Carousel Ads:
Carousel ads let you display a series of images in a catalogue style so your potential buyers can scroll through and see multiple images and listing in one spot.
Slideshow Ads:
Using Facebook's Ads Manager, you can create a beautiful video slideshow ad using high-quality images of the properties that you are selling.
Video Ads:
A video ad is the next best thing to an actual walkthrough of a property that you are selling. "According to an Australian Real Estate Group, real estate listings that include a video receive 403% more inquiries than those without."
Here’s an example of what a video tour could look like.
Effective Facebook marketing for real estate agents will include video tours
Step 4: Leverage Testimonials and Social Proof
Testimonials are one of the best ways to prove to potential buyers that you are who you present yourself to be. By having social proof that proves you are a great real estate agent, and are truly able to help those who are looking for a new home, you gain some credibility within the industry.
Source - Charles Shapiro
Collecting and Sharing Testimonials:
Ask Satisfied Clients: Reach out to past clients who had a positive experience and ask if they would be willing to provide a testimonial.
Guiding Questions: Provide clients with guiding questions to help them articulate their experience, such as:
What was your experience working with me?
How did I help you find the right property/sell your property?
What stood out to you about my services?
Permission: Always ask for permission to use their testimonial publicly.
Text Posts: Create text posts with quotes from clients. Pair these with a professional image of the property sold or, if possible, a photo of the happy clients.
Graphics: Design visually appealing graphics that feature client testimonials. Tools like Canva can help you create these easily.
Video Testimonials: Record short video testimonials from clients. Videos can be more engaging and personal than text alone.
Step 5: Ethical Considerations
When marketing for real estate agents through Facebook marketplace, there are many things you should keep in mind. These few tips will help you maintain your ethical view intact.
Truthfulness In advertising:
Accuracy: Ensure that all property listings, photos, descriptions, and advertisements are accurate and not misleading. Do not exaggerate features or benefits of a property.
Honesty: Avoid making false claims about the property's condition, neighborhood, or market value.
Ethical Targeting:
Appropriate Targeting: Avoid using targeting criteria that could be considered discriminatory or exploitative.
Relevance: Ensure that ads are relevant to the targeted audience and do not infringe on their personal space excessively.
Transparency in Pricing:
Clear Pricing: Ensure that all pricing information is clear, including any fees, commissions, or additional costs associated with the property.
No Hidden Costs: Avoid hiding costs or presenting them in a misleading way.
Need Help with Your Facebook Marketing? Contact Relevantly
If you want to do more with your Facebook or other social media marketing, but you don’t have the time, Relevantly can help.
At Relevantly, we have over 15 years of marketing experience and have helped small businesses across Canada and North America build their brand online.
If you’re ready to create an effective social media marketing strategy, contact us today!
