Social media has become a necessity when it comes to marketing and advertising for real estate agents. There is so much an agent can do to promote their business, from posting videos of the homes they sell to advice to help future buyers prepare for their purchase. With so many opportunities, there’s one thing every agent should use to improve their advertising: Facebook Ads.
Facebook ads are a great way to increase visibility for your business. Recently, Tristen Sutton, Facebook Consultant and Educator for the Houston Association of REALTORS® CE, joined us for one of our Top Selling Agent Secrets webinars. He demonstrated the ins and outs of using Facebook ads for your real estate business.
What is a Facebook ad?
A Facebook ad is exactly what it looks like: It is an ad that is placed on the Facebook platform. However, there is so much more to advertising on Facebook. Facebook ads can also be served on Instagram and LinkedIn. If you have a limited marketing budget, you want to go where the most users are. Over 1.7 billion people log into Facebook every day. Sutton’s tip: Those 1.7 billion represent your audience and you should use Facebook ads to market them.
Using Facebook Ads expands your audience to a group that is outside of your regular social media friends and followers. You have a huge pool that you can use to make sure you get leads and convert to make your business as successful as possible. Most people go online to get what they want, so get the most out of Facebook ads and target those people on Facebook.
You have to pay to play
In the past, when you created a post on Facebook, you generated leads. However, this is no longer the case. Normal Facebook posts are deleted, which means your content no longer gets the exposure it previously had. Now, Facebook prefers Facebook Ads when it comes to gaining exposure on the platform.
Using Facebook ads to increase brand awareness or bring visitors to an open house (or virtual open house) will get you the results you’re looking for, explains Sutton. Suppose you have 1000 subscribers on your profile, when you publish a generic post, the 1000 subscribers you have are the only people who will see your content unless they share the post, identify someone on the post. or someone is looking for that specific post. . With paid Facebook advertising, you expand your reach and increase the chances of increasing traffic to visit your website or profile, which in turn increases your chances of making a sale. When you pay to play, you are targeting specific audiences that interest you, such as “luxury real estate” or “foreclosures”. Yes, these are two different audiences, but you can target them specifically depending on the type of business you run. Not only can you increase your reach, but you can also increase your engagement.
The 4 types of ads you should run
You have to play smart when it comes to Facebook ads. You can run as many ads as you want, but you need to know what types of ads to create. Sutton describes four different types of ads you should run. Check out the different types below:
– To reach: These ads will work as an expander of your brand. You can use these advertisements to present yourself as an expert in your field.
– Video: These ads will increase your lead generation and branding efforts.
– Website visits: You can use them to bring people back to your website so they can see what listings you have.
– Open house events: These ads are useful for sharing an event, such as when you want more people to show up at an in-person or virtual home visit event.
Creation of your Facebook ad
Sutton also shares some tips for creating a Facebook ad. Below are step-by-step instructions for creating an ad.
1. Go to your Facebook Business page and select Facebook Ads Manager.
2. Click on “create an ad”.
3. After clicking on “create ad” you will be prompted to select a special ad category. As a real estate agent, you must click on the special ad category for accommodation. If you don’t click on it, your ad will be rejected by Facebook and their algorithm will reject your Facebook ad.
4. Next, select the type of ad you want; Sutton suggests choosing engagement, and if the ad is for an open house event, click event response.
5. You will now select your audience. Your audience is the audience you want to target with your ad. You can select a specific area you are working in within a 15 to 50 mile radius.
6. Once you have selected your audience, you will select a detailed target audience. Here you can select your specific area that you are working in, such as luxury real estate or even specific interests that you think your target audience will interact with.
7. After you’ve done that, pick your image, add some more copy to your ad, and you’re good to go!
Keep in mind that it takes approximately 24 hours for Facebook to approve a Facebook ad. If your ad isn’t approved right away, that’s okay. Facebook will audit your ad to make sure everything is correct and get it up and running. Sutton suggests that if you’re running an ad for a specific event or offer, give yourself 10 days to run your ad so you can get the most out of your ad spend.
Advertising on Facebook can be fun and exciting, but it can also be a little difficult. Be sure to stop by the Secrets of Top Selling Agents Facebook group to watch the recording of Tristen Sutton’s webinar here. Or to check out the Facebook Live recap here.
Joe sesso is Sales Manager and National Speaker for Homes.com. For more information, please visit marketing.homes.com.