4 Social Advertising Tips for Real Estate Agents.

For Real Estate Agents and Agencies, advertising via social media channels has gone from a luxury to a necessity. Of course, there are obvious advantages, like the fact that most of your potential buyers for a property will be on Facebook during their search for the perfect home.

However, precision and competence are required to ensure that your ads are driving the results that you, as an agent or agency, require.

Facebook Advertising is your perfect opportunity to reach them, drive awareness and interest and ultimately reach your clients goals. You may also find that advertising on Linkedin (whilst no where near as powerful as the Facebook Ad Platform), Instagram (which can be done via the Facebook Ad Platform) or even Twitter (potentially more beneficial for those in the USA as opposed to Australia) can also provide substantial ROI depending on your goals.

If you are new to the social media advertising space, we already have a really handy article on Facebook advertising here. It will break down the steps required to put an ad together.

For those of you  who are looking to enhance the return you’re getting on social media advertising, check out these 5 Social Media Advertising Tips.

#1: Utilise the Facebook Ad Platform, not just the boosting option.

Facebook has a full platform for advertising at your disposal, which provides far greater customisation than simply boosting a post. It also allows you to create an ad based on your goals.

Below is an example of a stage of creating your ads which you will see. This is where you can choose your objective.

If you are running a brand ad for you as an agent or for your agency, then awareness is most likely the goal group that you’ll be looking at. If you are trying to encourage users to check out your property listing, then consideration is most likely your best option.

Conversion can be useful for a number of different campaigns, but requires for you to have your sales funnel appropriately measured, as well as have a clear action you want people to perform on the page you are sending them to. Make sure you have all of this set up before you consider whether this is the right option for your campaign.

facebook advertising

 

#2 Use the audience targeting features

Whilst these features are the next step in your Facebook Advertising process, it is still very much overlooked by many agents or agency marketing teams. Or, the feature isn’t used to its full potential.

You’ll see in the screenshot below that there are a lot of targeting opportunities with the Facebook platform. Obviously, targeting people living in certain areas is a good place to start when looking at marketing a property or your services.

facebook advertising - targeting

Detailed targeting is right at the bottom, and regularly overlooked. We’ve used the term ‘real estate’ as an example, but you can use whatever keywords you want. You can have one or 40 keywords if you so desire! As you can see, Facebook actually provides you with a fantastic array of related interests, and provides you with the total number of people you could reach with a specific interest. These are global stats however, not broken down by whatever location you have chosen.  You will see how many people are interested on the right hand side, after you have selected an interest.

Think about what your audience is interested in – “owning a home”, “investment property”…you could even look-up people who are “married with children” if you thought it might help! Paint a more thorough picture of your audience and then start really breaking down how you could describe these features. Then, you can trial and error adding various targeting options, and see how this affects the reach and total audience on the right hand side.

facebook advertising - interest targeting

Remember, the narrower the targeting, the more likely you are to reach the right people, even if the audience size is smaller.

#3 Experiment with Re-targeting

Re-targeting is a fantastic way to re-capture the attention of your audience and drive them back to your offering.

Let’s use the example of a property that you are trying to sell. You could drive traffic from a broader audience through to a page (on your website). You could then create a re-targeting campaign for everyone who actually clicked on the link and went to the site, with some more direct message.

For example:

“Sign up to hear about open inspection times”

“Get a call back for a private viewing”

“We have an open inspection on Saturday, are you coming?”

Your initial audience may have been 30,000 people of which 150 people clicked through. Your re-targeting ad will be to the 150 people, of which you may find 20-70 people respond or click through again. And so the journey continues.

Having this second touch point allows you to learn more about the intent and interest of your viewers, but also how relevant the ad was to the first 30,000 people.

Running re-targeting can warm up your leads before they even get to see the property, meaning that you could end up with more likely purchasers.

 

retargeting

Image Source: WP Curve

 

#4 Get clever with your creative

Look, you don’t need to think of the next Superbowl ad to take this tip on board.

Whilst all social media platforms have different creative specs (image sizes, video max upload sizes etc), this shouldn’t deter you from experimenting with a few different image styles.

In the image below, we can see a clever set up put together by Ouwens Casserly Real Estate in South Australia.

ouwens casserly real estate

The post very elegantly shows of the house, where to find more information and the agent in charge of the sale.

The fact that the post has creative cut-through is enough to take your hat off to them. When someone is looking for a place to buy, then have probably engrossed themselves in realestate.com.au, other property sites, and are sure to have their social media feeds on all channels full to the brim with property images and offerings. This really is a different take on the social media promotion for a property.

Can you think of some ways that your brand and personality can be projected on social media? Is it videos? Is it one image creative? Multi-image creative? Find out how your competitors operate, then determine the best format for cut through.

 

#4 Bonus Tip: Review and Refine

Your Ad Manager will be your best friend once your ad is approved. Here you will be able to see the progress of your ads and have the ability to refine. During and after each campaign, ensure that you are reviewing and refining for effectiveness. Sometimes only reviewing at the end is too late, and may leave you without the results you need.

You’re Not Using Facebook Right If You Aren’t Advertising

Facebook in Australia has over 15 million monthly active users. Facebook as well as many other social media channels has been the opportunity of the century for businesses globally to speak to a wider and/or more targeted audience.

In terms of accuracy in message distribution and transparent results, Facebook is second to none. But if you think that just putting up a photo of your latest listing or some happenings around your office, then you are going to be disappointed with the results.

With the rise in popularity of the Facebook platform gave the opportunity for it to be monetised with the advertising mechanism. Businesses have now really taken a hold of this opportunity and as a result, the competition has led to dramatically reduced organic reach and engagement.

It has now become a pay to play landscape.

Facebook Advertising: How to kick butt with Facebook Ads

Ready to get your hands dirty with some Facebook Advertising?

Facebook Advertising for real estate is the perfect way for you to reach your audience for less money. It is very likely that most of your potential buyers for a property will be on Facebook during their search for the perfect home. As a result, Facebook Advertising is your perfect opportunity to reach them, drive awareness and interest and ultimately reach your clients goals.

The bidding options for Facebook ads have changed slightly over time. They are now at a point where they are now more useful than ever; even thought of as the most powerful advertising engine of our time.

Your choices for controlling bidding and budget are as follows:

  1. what you’re optimizing your ads for
  2. how you’re being charged
  3. whether you’re using automatic or manual bidding.

Let’s start by showing you how to set up bidding for your ad campaign.

Step 1: Choose your objective

To start you’ll need to choose your objective for your campaign. There is a large range of objectives to choose from, including website clicks, conversions and video views.

Below is an example of the stage of creating your ads which you will see. This is where you can choose your objective.

facebook advertising

Select your campaign objective and then click ‘Set Audience & Budget’ to continue.

Step 2: Define Your Audience

Like all ad campaigns, you will need to decide on your audience break down too. If this isn’t your first rodeo, or you are doing these often, we would advise saving audiences. The audience definitions on the right hand side are formulated by Facebook, so it’s often a great idea to follow their recommendations.

facebook advertising - targeting

Now for all properties, you should be easily able to identify the location and age of your audience. However, on specific properties you may find a fantastic opportunity to look into detailed targeting. We’ve used the term ‘real estate’ as an example, but you can use whatever keywords you want. You can have one or 40 keywords if you want! As you can see, Facebook actually provides you with a fantastic array of related interests, and provides you with the total numbers of people who you could reach with a specific interest. These are global stats however, not broken down by whatever location you have chosen. You will see on the right hand side after you have selected an interest, how many people are interested.

facebook advertising - interest targeting

Remember, the narrower the targeting, the more likely you are to reach the right people, even if the audience size is smaller.

Step 3: Choose your Placement

Facebook has a number of different placement options for you to choose from. Facebook has an option for Automatic, which shows your ads where they are likely to perform best.

Alternatively you can opt in to edit your placements, where you can choose for Facebook only, or include Instagram and the extended Audience Network.

facebook advertising - placement

Step 4: Allocate Your Budget

Almost there! The last point before setting bidding options, simple decide how much money you want to set and how you want to spend it.

facebook advertising - bidding

Before dropping $10k on an ad, it’s great to do some A/B testing on a few different ads at a smaller amount (between $10-50), then compare each ad to decide which one is best to move forward with.

Step 5: Optimization Of Your Ad Delivery

Facebook defaults to the goal you selected for the ad campaign, such as Link Clicks to Your Website, Video Views, Impressions, or Daily Unique Reach. When Facebook optimizes your ad, it shows the ad to the people who are most likely to take that particular action.

facebook advertising: budget

If you change any of the options in the screenshot above, like optimization for ad delivery, ad scheduling and so on, your daily reach is likely to change also. Test this out by changing the “Optimization for Ad Delivery” and see which one seems to change the daily reach in your favour, and then assess against various combinations of bid amount, when you get charged, and so on.

For those who are interested in spicing things up for there campaign, then there is two customisation opportunities here that we highly recommend.

  1. Ad Scheduling: This gives you the ability to choose the days and times in which your ad is being shown. If you know when your ideal audience is likely to be looking at this content, then it’s a fantastic way for you to ensure your budget is spent on reaching the people you really want to reach.
  2. Delivery Type: This functionality is about how you want your ad budget to be spent. Standard means that your ad is shown evenly throughout the day, whilst accelerated allows for the budget to be spent as it naturally would, which often means the budget is spent a lot quicker! Up to you, depending on the sales format of a property.
  3. Bid Amount: You can choose automatic or manual for the bid amount for your Facebook ad. For the sake of assisting beginners with getting some results, the bid amount defaults to automatic. Bids are based on the action you want people to take. You can optimize around the goal. For example, based on your average conversion rate from your Facebook ads, and the value of that conversion to you, you can work out a ROI that works for you. Facebook will give you a bid range, and a suggested bid. For most, you usually want to bid in the middle of the range of what Facebook suggests, and you’ll see the reach changing on the right as a result of your choice. For the most part you usually pay lower than your bid amount. As mentioned on socialmediaexaminer.com, “You can bid higher to make sure your ad is seen more. Or you can bid lower if the click is worth less than the amount Facebook suggests, which is a way to decrease costs. However, if you bid too low or are out of the range, your ad won’t be seen at all.” If you are going with manual, then make sure that you are checking this regularly across the course of your campaign for optimal results.

Step 6: Create and Run Your Ad

Once your ad campaign details are set, you are ready to get onto actually creating your ad!

You can choose from promoting a post you’ve already publishing, or you can create a new one. If you are creating a new ad, then there is many formats to pick from, as you can see from the screenshot below.

facebook advertising: creative specs

You can then progress through to adding your image/s, video or other media, then proceed to choosing your page and text. Below is an example of what the Facebook dashboard looks like. You can choose your Facebook page and even your Instagram Account if you have chosen this and it is connected to your Facebook page account. You can then choose a URL, your headline, description, link title and description and a call to action (picture below as “Learn More”).

facebook advertising - create your ad

Bonus Step: Review and Refine

Your Ad Manager will be your best friend once your ad is approved. Here you will be able to see the progress of your ads and have the ability to refine. During and after each campaign, ensure that you are reviewing and refining for effectiveness. Sometimes only reviewing at the end is too late and means that you won’t be getting the results you need.