To move properties in 2019, there are two words you need to know: Facebook ads.
You’ve almost certainly seen Facebook ads before. Companies in all sectors — including real estate — have used ads on Facebook to get their messages, services, and products in front of as many people as possible.
And most importantly: In the 12 years since they were introduced, Facebook ads have become more sophisticated and successful in connecting businesses with the right customers.
In a world that’s more connected to the Internet than ever before, it’s crucial for businesses to meet people where they are starting with the world’s largest social media network and advertising platform. We’ve put together a quick Facebook Ads primer, so you can take advantage of this effective marketing tool.
WHY SHOULD I BE USING FACEBOOK TO ADVERTISE MY LISTINGS?
First and foremost, Facebook is the largest social media network in the world – by a long shot.
68% of American adults use Facebook every single day, and 26% of people who clicked on a Facebook ad over the past year made a purchase because of it. This isn’t limited to small-scale investments like a pair of shoes: Facebook is just as useful for agents like you.
After all, real estate relies heavily on visuals, emotional appeals, and being in the right place at the right time. The average American checks Facebook more than a dozen times every day. Take all these stats together, and 7 out of 10 prospective clients are spending a ton of time on Facebook.
With Facebook Ads, you can reach these people where they are and tailor your advertising approach over time to bring you more leads and visibility for a stronger ROI.
WHAT ARE FACEBOOK ADS?
Facebook ads look like regular, everyday Facebook posts that appear in people’s Facebook newsfeeds, but they lead people back to a company or product’s website when clicked.
These ads will almost always have:
-some sort of text/caption (copy);
-an eye-catching image or video;
-and a button or some other form of Call to Action (CTA) that urges a Facebook user to click on the ad (like “learn more” or “contact me now”).
Here are a few non-real estate examples:
And here’s a great example of a Facebook ad created by an agent:
WHY ARE FACEBOOK ADS DIFFERENT THAN FACEBOOK POSTS?
When you upload a picture or post a status update on your personal or professional Facebook page, you’re creating what’s called “organic content” — a fancy way of saying that you’re not spending money to get your content in front of a new audience.
Facebook ads, on the other hand, require some advertising dollars. When you set up a Facebook ad, you’re asked to spend a certain amount of money in order to get your ad in front of an attentive audience.
By adjusting the amount of money you spend over time, you increase your ad’s visibility. That will in turn increase the number of people who click on it, resulting in more high-quality leads over time.
WHERE DO I START?
Before you build your own real estate Facebook ads, check out this guide to Facebook advertising for beginners. Remember: There are lots of levers to pull to make your ads work as efficiently as possible. The most important thing is carving out that ad space on a huge channel like Facebook.