Networking remains to be one of the best lead generators in the real estate industry.
However, times have changed and the methods agents use to reach out to prospects and create lasting relationships with clients have evolved.
Now, almost every real estate professional turns to the Internet for advertising and marketing strategies.
Despite hundreds of social networking platforms and other websites, Facebook is one of the most popular among advertisers. And it is not difficult to see why.
Unlike other similar platforms, Facebook is diverse. It allows you to share different types of content and it is also home to an all-encompassing audience.
If you want to learn more about why you need Facebook ads for real estate buyers, or if you are ready to start your campaign, keep reading. We just might have what you’re looking for.
Why Facebook Ads Work
According to a study by TechJury.com, people spend an average of over two hours and 20 minutes on Facebook every day. And there are over three billion people who actively use social media networks.
Just imagine how many prospects you will be able to reach with a single Facebook ad.
However, the reason why Facebook ads work does not lie completely in the platform’s popularity. It’s got a lot to do with the site’s easy-to-use features and options that make it highly effective.
Targeting options
One of the best things about Facebook ads is their detailed configuration of targeting options. Not only does the platform increase the visibility of your brand or business, but it also helps you narrow your reach to your target audience. Teenagers seeing your ads won’t do any good for your career, right?
Here are some targeting options you can use for your Facebook ads for real estate buyers:
By age range
Narrowing your target audience by age range is a standard step in focusing your advertising efforts on people who are most likely to buy or engage your services. There is no use in promoting your ads to Facebook users who are 18 years old or younger, who most likely are not looking into buying homes yet.
By income
You can even get Facebook to show your ads to people who are capable of purchasing the properties you are selling. For instance, if you are selling a luxury condo, you will need to figure out which annual income ranges fit your target audience.
By zip code
This option is most useful when you are targeting movers from other locations. You need to identify zip codes movers to your area usually transfer from. This one’s a little tricky, though, because you can’t be too specific or you may miss some opportunities.
By homeownership status
Even better, Facebook lets you trim down your audience by homeownership status, which is one of three options:
first-time homebuyers
Homeowners
Renters
The best one depends of course on the type of property you are selling.
Lookalike Audiences
Another useful feature of Facebook ads is Custom Audiences. If you have a list of target users or people who have recently purchased properties, you can upload it to Facebook. Facebook then works to find “lookalike audiences” or users with similar profiles who are likely to be potential customers.
Tips on Creating Successful Facebook Ads for Real Estate Buyers
Offer solutions to customers’ problems
A successful real estate ad highlights customer’s pain points and provides solutions.
For example, many families struggle with their house location, which makes things like daily commute a tad bit difficult. Parents juggle between working and spending enough time with kids.
In this case, a condominium situated right at the heart of the community, accessible to financial districts, schools, and places of commerce would be the best pitch to a family looking into buying a new home.
Focus on your audience’s problems and offer a solution.
Feature customer testimonials
The most influential form of marketing is testimonies from satisfied customers. Consumers are smart and mindful and no longer depend only on what businesses advertise. Instead, they rely upon reviews and testimonials from previous customers before considering a brand.
So, instead of telling potential clients about what you’ve got to offer, let your existing customers do the talking. Customer reviews appear more objective and therefore highly reliable. It also shows that you care about your clients and that you have good working relationships with them.
Use videos or Facebook live
While people spend about 50% of their mobile time on social media, many Internet users have a rather short attention span on specific types of content.
Some may prefer reading text descriptions, but there is a huge group of users that consume more video content. Not only are videos creative and entertaining, but they also let you see the entire picture.
For example, photos may invite attention, but they can be deceiving. Most real estate buyers would prefer a more realistic look into listings. They often want to have as much information as possible to help them decide whether a property is worth looking at.
With Facebook ads, you can make wise use of videos or even Facebook live to provide customers an enjoyable virtual experience. Whether it is a live house tour or a 360 video of the property, your ad will most certainly hook your target audience.
Conclusion
Years ago, real estate agents relied on cold-calling, door-to-door visits, or handing out flyers. While that may still work now, it is no denying the fact that the Internet has completely taken over. And the best advertising and marketing strategy you can do is going online.
And where else to look for leads than on the trusty world of Facebook. The social networking site that started as a platform that aims to connect people still has strong ties to its roots, but this time, for better, bigger purposes.