Have you noticed other realtors are out here killin’ it with their social media marketing strategies. They’ve found the key to real estate success aka Facebook ads.
Facebook ads provide numerous options for realtors who need new leads, need to sell homes, or are looking to purchase rental property. I know what you’re thinking… “I’ve done FB ads before and it just didn’t work out.”
You’re tired of spending hundreds in ad spend (Facebooks ads) just to get 1 or 2 leads in return. I’ll say this as nicely as I can. You’re doing it all wrong.
Before you muster up the courage to find a social media manager, or run your own ads you need to have your target client in mind. I mean really, really, really in mind. Do you know what they’re eating? Do you know what they do for fun?
The thing about Facebook advertisements is they get extremely detailed and that’s actually a good thing. When you run a Facebook ad as a realtor the right way you will see endless leads and more web traffic.
Now I’m ready to give you insight on marketing yourself through FB ads. Be sure to actually implement these steps and hire a professional if need be. In the long run those houses you sell, clients you help and leads you find will be totally worth it.
Facebook Ads for Realtors: Who is Your Client?
Let’s keep it simple for the sake of this post. You live in the Manhattan, New York area and are looking for potential clients who want to sell their home.
You’re going to have to get more detailed than that. Write down this list of details to brainstorm about your target client:
- where they live
- where they want to move to
- what kind of homes they’re looking for
- what kind of places they’re shopping at
- what scares them about real estate
It may seem like these details have nothing at all to do with Facebook ads but they do. Facebook is so effective at advertising because of these details that you otherwise wouldn’t care about. Facebook has an awesome way of targeting demographics (where you leads live), psychographics (what your leads like and dislike) and interests.
So using the “interests” icon on the Facebook ads manager to target those in your area who watch HGTV is going to allow you to score new leads who actually are excited about buying or selling their house.
Why Am I Running This Facebook Ad?
Sometimes I come across people who think they can use one ad for multiple reasons. For example, you may want to knock out two birds with one stone by having a hosted landing page for email addresses and other contact info.
If this is your goal stick to that goal for the ad you’re running. Avoid adding other marketing campaign options like posting your brand new luxury home for sale.
If you are unsure why you’re running an ad Facebook will be unsure too.
What Story is Your Facebook Ad Caption Telling?
Captions and copywriting for Facebook ads (for realtors) is one of the most important elements. You can have the most beautiful home for sale, a beautiful post about gathering contact information but if your copywriting is off you won’t convert any leads (aka closing deals).
Copywriting is a learned skill that takes time to perfect but I’ll give you a quick rundown on how Facebook Ad copy should look (keep character limits in mind)
- Create an emotion invoking hook to reel readers in
- Use a conversational tone
- Tell a story to relate to your audience
- Use a few emoji’s to get their attention
- Long form and short form ads both work
- Avoid using pushy words (FB won’t approve of your ad)
Anatomy of a Facebook Ad for Realtors (and other service based businesses)
We’re still touching surface level Facebook ad comprehension. The anatomy of a Facebook ad for a service based business starts with the target audience.
Create a list of 20 things you know about your target client. Where they live, what they like, what shows they watch, the influencers or celebrities they follow.
These little details end up being under the “interests” section as well. Yes, Facebook lets you target your ideal client by each little detail. The people who are interested in the same things as your “ideal client” are the ones who are ready to do business with you.
Next, you’re going to need to think about the graphics you’re using. Choose an interesting, high-quality, thought provoking image for your ad. I mean the image is one of the first things your potential client will notice so it better be worthy.
Lastly, you’ll need to have the copy/caption on point. As mentioned above, short and long captions work and it really depends on the type of ad you’re running.
Here are a few types of ads that realtors use:
- lead magnet (collect contact info for follow up)
- promotions and discounts
- compel them to make a purchase
- invitation to an open house
- industry tips for moving or selling
Facebook ads aren’t overly complicated unless you don’t know inbound marketing strategy, how to define your target client, copywriting and image sourcing.
Tiffy G Writes creates Facebook ads for small businesses, realtor, real estate agents, real estate firms, entrepreneurs, and consultants.
Contact me for a complimentary 15 minute call so we can discuss expanding your reach and closing deals.