Gone are the days when real estate agents had to network around their locality by distributing flyers and posting real estate information on supermarket bulletin boards. Today, real estate marketing is more than just selling a building or a piece of land. It has become an open world, full of divergent opportunities.
Amongst all, the one thing that has forever changed the way we connect is the onset of social media. Social media platforms like Facebook are no longer helpful for just sharing posts with friends and family but also for digital, paid advertisements. While reaching a broad audience for your real estate business, Facebook never fails to offer great exposure with multiple possibilities for your business.
As a result, Real estate marketing agencies worldwide are now using Facebook to market their properties and are getting impressive results. Therefore, it’s a must to understand and implement Facebook marketing strategies as a real estate agent.
Here is the ultimate Facebook marketing strategy for real estate that will help you stay on top of your marketing game:
1. Understand Location and Target the Right Audience
One of the many reasons behind Facebook’s popularity is its ability to advertise the right content to the right audience base. Therefore, before you start planning and get down to work, selecting your target audience is the first thing you must do. The whole process of advertising will get easier after this step as you’ll know what the target audience is in search of.
In practice, there are some factors you have to keep in mind to find your target audience successfully.
- Start by targeting an audience based on location because this will help you get clients nearby.
- Apart from that, age targeting and demographic targeting will help you to work wonders.
- In the ‘Detailed Targeting’ option, you will find quite a few alternatives that will help you show your properties to the best clients.
Following such a detailed flow will help you reach a targeted, large audience.
2. Utilize Video Content
Video content has brought a revolution to the world of marketing. Almost all industries swear by video marketing, and even real estate companies benefit from it. According to research, real estate companies with captivating video content attract more audiences than those without.
Pictures can often be deceiving, but videos are unlikely to be the same. Videos help the prospects take a realistic look into real estate. A well-made video will increase reach, build trust, and thus help you gain more clients. Also, don’t forget to use the video specs recommended by Facebook Ad Manager before uploading the videos to get the best outcomes.
3. Use Captivating Graphics
Good graphics are the key to success on social media platforms. As a real estate marketing agency, you must ensure that you use your properties' best images for advertisements. Images play a big part in building the overall impression of your company.
Once you understand the aesthetics, you will start attracting clients like magnets. With images, you get around two seconds to grab your audience’s attention, so make sure that the graphics you incorporate are unique and captivating.
4. Share Testimonials with Your Audience
Customer testimonials are the best way to convince more people to become your clients because they are genuine. Make videos of your old customers talking about their experiences with your company and share them with your audiences. You can also incorporate some of the detailed reviews in your advertisement copy for better outcomes.
5. Use Carousel Advertisements
Buying real estate is a big financial decision for clients; therefore, they must be presented with all the necessary details beforehand. Facebook has the perfect ad format for the real estate industry: the Carousel ad format.
Real estate is the kind of industry that has a visual appeal, and that’s what makes carousel advertisement an ideal pick. In this kind of ad, you can display pictures in the catalogue to allow the viewers to scroll through and see multiple listings. You can also add price, location, and other details in the carousel advertisements.
Proptech ecosystems like BeyondWalls simplify buying real estate for clients using such advertisements.
6. Work on Your CTA
People will be more likely to click on your advertisements if you give them one ultimate reason to pick you. Call-to-action, popularly known as CTA, is a button that prompts your audiences to take action after watching a video or reading an article.
Some of the most used CTAs for real estate are:
- Search
- Next
- Read more
- How it works
- Schedule a visit
- Enquire Now
- Register Interest
- Request virtual tours and more
The presence of CTAs will drive traffic to your website and, therefore, will increase real estate sales.
7. Create Informative Website Landing Pages
Once you have created strong CTAs for the videos and images, it’s time to make the destination website strong so that the good impression about your company lasts longer. The landing page is the first thing that appears when a person visits your website. So, you must ensure that their website visit is pleasant.
Incorporate good images of your real estate on the landing page, along with reviews and testimonials. This will make the visitors find what they are looking for and make their decisions quickly. Incorporating the video ads in the landing page is also a great idea as it makes the visitors stay on your website for longer.
8. Observe Your Competitors
Watch how the other real estate businesses are doing on social media. This doesn’t mean that you have to copy their actions. Instead, take inspiration from your competitors to improve your marketing game on social media.
You might come up with new and unique ideas by observing your competitors.
9. Run Different Sets of Ads and Observe Which Works
Not everything works for every company, and the situation is not different for the real estate industry. You can make various kinds of advertisements for your real estate business, but not all of them will result in the same amount of success.
The key is to keep tracking the reach and engagements and see which kinds of ads are being loved by people. Carousel ads, 360 videos, and testimonials generally succeed considerably. But if you see that some types of ads aren’t working well, it’s time to stop making them and start focusing on making the ones that have good responses.
10. Keep an Eye on the Analytics
No matter which tools and tactics you apply for marketing, make sure you closely keep an eye on the analytics to understand the audience's reaction. You can do it yourself or hire a professional who will keep looking at the numbers from time to time to determine the marketing strategies you use work in the long run.
11. Keep Your Relevance Score High
Not all your audience will understand your advertisements before clicking on them, and some of them will even click on them with no intention of making further steps. Such clicks affect your performance to an extent, and to take care of that, remember to keep the relevance score of your advertisements high.
You’ll have to pay more CPC if your advertisement isn’t very relevant. Once you set your relevance score high, Facebook will reward your advertisement.
Conclusion
Real estate is an industry that keeps changing at a faster pace compared to others. But that will not be a problem if you take the necessary actions based on the situation at the right time. By implementing the aforementioned Facebook marketing strategies for real estate, you will be able to handle any new challenges with ease. Reach out to the experts at Beyondwalls; if you are looking for a reliable PropTech ecosystem to take care of the Facebook marketing strategies of your business to ensure it scales rapidly in the long run. Contact us for further details!