There’s no question in anyone’s mind these days that Facebook has become king in the paid advertising world. Here are 3 steps to create effective Facebook Ads for realtors.
Facebook Ads For Realtors, Step 1: Create An Enticing & Targeted Ad
The first step in creating an effective Facebook Ad for realtors is writing and publishing an enticing and well targeted ad itself.
How do you do this?
Let’s break it down into it’s component parts.
First, you need to target the ad correctly. What this means is that you need to geo-fence your ad set to an area in which people would actually be interested in buying and visiting the house you’re selling.
Even more, you need to choose targeting based on the type of house you’re selling.
For instance, if you’re selling a luxury home, target Christie’s International Real Estate and households located in the top 10% of zip codes for income.
However, make sure that your potential reach stays above 100,000 so that Facebook has enough potential people to work with.
Once you’re targeting is on point, you need to write a compelling and persuasive ad with absolutely impeccable images.
Ad Copy Guidelines
Many people struggle with writing ads for Facebook.
If you count yourself among them, here are some guidelines you can use to make sure your ads are engaging enough to be clicked on.
- In the first line of the ad, call attention to whoever your primary target is
- Use emoji’s, but conservatively. There’s nothing worst than an ad with 100 emoji’s
- Use seductive and descriptive language. The words you choose will sell the house
- Make sure to add a shortened link using Bitly to the landing page
Once your ad is up and running, it’s time to move to step 2 of creating effective Facebook ads for realtors – remarketing campaigns.
Facebook Ads For Realtors, Step 2: Remarketing Campaigns
The next step in creating effective Facebook ads for realtors is to create a re-marketing ad set within your primary campaign.
Think back to the last time you clicked on anything within Facebook. Chances are you went to wherever the link was directing you to, and then your child started to cry. Or your dog pooped on your shoe. Or any of the 100 million things that life throws at us gets in your way of actually consuming the content.
A re-marketing campaign is designed to solve that exact problem.
Re-Marketing & 7 Connections
What a re-marketing campaign will do is show a separate ad to those people who have already engaged with your content. So when your potential client clicks away from your ad for whatever reason, you won’t lose that client for good.
It also helps fill your “7 connections” quotient, which I’m sure you’ve heard of if you’re in sales.
The 7 connection quotient is basically a psychological law that states a person must see your message 7 times before it “lands” for them. For example, your real-estate ad won’t even register in their consciousness until they’ve seen your ad seven times!
So how do you setup an effective re-marketing campaign?
First, start by creating a custom audience off of your Facebook pixel for those people who have visited your website over the last 30 or 60 days.
By creating an audience of people who have visited your site, you’re effectively accomplishing two things. One, you’re capturing those people who have obviously expressed interest in your ad by clicking through to your site. Two, you’re creating an audience size big enough to create step 3 – a lookalike audience.
Facebook Ads For Realtors, Step 3: Lookalike Audiences
The next and final step to creating effective Facebook ads for realtors is to create and run ads to a lookalike audience.
A lookalike audience is Facebook’s golden key. It is what makes Facebook such an effective platform on which to market.
So what is a lookalike audience?
A lookalike audience is a basically a function within Facebook ad manager whereby you can tell Facebook to analyze everyone who has visited or purchased from your site, and find more of those exact type of people on Facebook.
Let that one sink in for a second.
Essentially, lookalike audiences will allow you to find your exact ideal customer!
You really couldn’t ask for a better feature.
Things To Keep In Mind When Creating A Lookalike Audience
When creating a lookalike audience, there are a few things you need to keep in mind.
First, make sure that your audience size is set at 1%. This will ensure that your ad is shown to the people who are the most similar to those who have already visited your site.
Second, make sure your lookalike source is set to the custom audience you created in the last step for your re-marketing ads.
Finally, set your location so that it is shown to those within your geo-targeted area.
The End. Need Help?
So that’s it! Once you have your ad, your re-marketing ad, and your lookalike audience built out, you should be getting real estate leads coming at your left and right.
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