If you are looking at real estate Facebook ads in order to target people who might be interested in your real estate services, you'll want to make sure that your Facebook ads don't just get seen. You want to incorporate effective strategies to ensure that potential leads take action on your ads so that they convert to clients. Following are 10 of these strategies so that your real estate Facebook ads are as effective and productive as you are.
Your Facebook marketing will not be effective if it is not properly targeted. Ensure that your ads are being shown to potential buyers and sellers in the market you're most interested in. Use Facebook's rich targeting capabilities to direct your pitch to people in specific niches, professions, or stages of life. Target recently engaged couples, parents with new children, or retirees who might be looking to upsize or downsize.
Make sure that the targeting you do on Facebook is in compliance with Fair Housing Laws and ethical practices for the industry. Do not target with an eye toward excluding protected groups or including only a certain type of potential client. Lead gen can be targeted without being ethically questionable. Make sure you understand the rules and comply.
Video content helps to show who you are to potential clients in a way that feels authentic and exciting. Perhaps that is why it is by far the most popular type of content on Facebook. Use video content to connect with the leads you're looking for and show them why you would be wonderful to work with. Remember, real estate marketing is really about relationship-building. When you show that you are smart, approachable, and fun, you create an irresistible opportunity -- the opportunity to work with wonderful You!
Create multiple versions of your ad and try them out, refining as you go. For example, you can use different pictures with the same words, different headlines, different ad copy, all in an effort to refine the formula that works best for your lead generation efforts. Find out which ones get the most click-throughs, which ones lead to the most genuine engagement, and which are the most high-converting. Over time, you'll start to develop a formula that encompasses all of the analytics and delivers consistent results.
Similarly, by providing carousels with various versions of your message you can appeal to different groups, different niches, and different types of buyers and sellers in your market. Carousels help you turn your one-size-fits-all marketing message into a highly individual targeted message that encourages engagement and conversion.
Sending ad responders to a standard website means that you are missing out on a major part of the sales funnel, and the Facebook ads' potential. if you create targeted landing pages that effectively deliver your sales message or provide additional information, you create the potential for higher conversion rates. By giving you the opportunity to sell a little more before that first contact, you warm up those leads so that you have a better chance at turning them into clients.
What is going on in your Facebook feed today? Is there a new meme, a new joke, or a new challenge that everyone is doing? Put your own real estate-related spin on it and engage with potential clients by becoming part of that broader conversation. Be careful not to be too controversial, but don't be afraid to use humor. After all, the most popular responses on Facebook are Like and Haha.
People love to receive something for nothing so encouraging engagement and conversion with incentives is a great way to offer added value. Do you have a beautiful and useful moving checklist? What about a Complete Buyer's Guide? Are you offering a class for first-time home buyers? A whitepaper, infographic, or tickets to an event that you are hosting is a great incentive for potential clients and real estate leads to click on your real estate ad and get to know you better.
Speaking of incentives, make sure that everything you deliver on Facebook is value-added. No one cares about clicking on an advertisement; they want to feel that they are getting a little more. Send them to your latest blog post or your latest YouTube video in order to give them meaningful, actionable information. Once you make them part of your community, you have more and more opportunities to engage and convert them into clients.
People need instructions. Putting up an ad without making it clear what action the viewer should take is like shouting into the wind. Do you want people to learn more about your service? Do you want them to schedule an appointment? Do you just want them to have a conversation with you? Whatever action you want them to take, you should spell it out and make it clear. That way, you'll end up with more of whatever you're looking for -- and they'll end up with you as their real estate agent.
Facebook ads can be an incredibly effective way to generate leads and to bring new people into your world. Potential buyers and sellers can get to know you and find out what it would be like to work with you before ever contacting you in real life. That can be a huge advantage if you use the platform correctly and as part of a larger, overall conversion plan.
While Facebook ads are affordable, they only pay for themselves if you are able to generate leads that turn into clients. Through smart conversion strategies and an A-to-Z approach that moves people clearly from one part of your digital marketing world to the next, you'll eventually end up in a real-life meeting that gives you the opportunity to sign those warmed-up leads -- and take them all the way to the closing table.Back to blog