Are you using Facebook ads to their full potential? If you’re like 75% of respondents in a 2015 Inman survey, the answer is no.
That’s very unfortunate, because the leads you get from Facebook can be some of the best leads you get anywhere. They are highly targeted and, when done well, ready to buy.
If you’re ready to discover how to transform your real estate marketing with Facebook ads, you’re in the right place.
Go Beyond Geography
The #1 mistake that Realtors® make in using Facebook ads is that they geographically focus their ad, but that’s all.
The power of Facebook ads goes far beyond simple geography. Facebook now partners with major statistical organizations that collect data on thousands of consumer behaviors.
There’s even a focus category for “homeowners” who are “likely to move”!
You can target Facebook ads so powerfully that you should consider Facebook to be one of your most important sources of qualified leads.
Here are some other options in Facebook ad targeting that are helpful for Realtors®:
- “Renters” as a home ownership option, and “likely to move” as a Behaviors option
- Precise neighborhood or zip code options under Locations
- Income levels
- Specific job titles – great for targeting specific professionals, or even other brokers (more on that later!)
- Age range
Essentially, you can use any demographics you like, along with the behavior modifier “likely to move”, and you’ll end up with a highly qualified list of prospects.
Treat Facebook Ads Like Farming
Remember that no one gets on Facebook to see your ads. They get on Facebook to interact with friends, family, and coworkers. As a result, if you’re going to get attention, you need to present something your audience wants to see.
Essentially, it’s like farming, but you’re farming to a specific audience that’s very likely to need your services in the near future.
With that in mind, create informative content on your website that you then share in Facebook ads to the targeted audience you want to engage with. When they click through to your site, they’ll see your content, your listings, and get to know more about who you are.
Here are some ideas for informative blog posts:
- How to Get Your Home Ready to Sell
- 3 Renovations That Add Top Dollar Value to Your Home
- The Best Time to Sell a Home in XXX (City)
- How to House-Hunt in the Fall (Or Current Season)
- The Truth About Home Appraisals
Then, you’re ready for the next step in your strategy…
Use Retargeting for Lead Capture
“Retargeting” is much easier than it sounds. It simply involves putting a tracking pixel on the blog post(s) that you’re advertising.
When those readers return to Facebook, the pixel tells Facebook to serve up a different ad to them – an ad more focused on getting their contact information so you can continue to follow up.
Because they’ve qualified themselves. Not only are they part of your very focused target market, they were interested enough in what you had to say that they visited your site.
Now that they’ve gotten to know you and showed interest, you can offer more tools or advice and ask for their contact information in return.
When they click on the second ad, they should go to a landing page where they input their contact information in return for your report, e-book, or one-page cheat sheet.
This can be similar to, but slightly more in-depth than, the blog post topics listed above.
Here are some ideas for lead magnets you can use for lead capture:
- The Quick and Dirty Guide to Prepping Your Home for Sale
- 7 Questions to Ask Before Hiring a Real Estate Agent
- Sell Your Home This Winter – The Checklist
- 5 Things Buyers Should Know Before Committing to a Home
The Fortune is in the Follow-up
What’s next? Following up! Once you have someone’s information, you know several things about them:
- They are part of your target market
- They are interested enough in your information to read your blog
- They are even interested enough in your information to download your report
- You should follow up right away!!
Don’t let leads fall through the cracks. If you don’t have a CRM or automated email system, get one right away. (My favorite is Infusionsoft.)
Get on the phone. Send them a letter. Do SOMETHING. You’ve got a hot lead!
When you use Facebook in this way – highly specific targeting, using blog posts for engagement, retargeting to capture a lead, and then following up promptly – your real estate marketing will improve dramatically.
When you combine these efforts with traditional farming, print marketing, and personal outreach, your real estate marketing will be revolutionized.
Don’t let anything hold you back – get started today. Facebook is ready for you, and we have dozens of postcard templates that can be customized to integrate to any campaign.
Let’s do it!