How to Use Facebook Ads For Real Estate

Real estate agents have so much to gain from Facebook advertisements. Their targeting capabilities are much more precise than those of other social media platforms.

Not only can Facebook ads find your audience through behavioral and demographic targeting, they’re also low in cost.

However, many agents still aren’t on board with this trend. So, those who are willing to take the risk will gain a competitive advantage over other realtors.

But, as with all marketing plans, you need to have a strategy. Here’s how you should utilize Facebook ads for real estate.

“Likely to Move”

Backed by behavioral data, Facebook now has categories of people who are “Likely to Move”.

This data comes from online and offline research. It also is generated through partners associated with the platform.

People who have visited real estate sites recently will appear in this category. Those who have posted about first-time house buying will be included, as well.

From there, you can even further segment your audience. You can narrow it down based on age, household income, and geography.

Facebook strategically places adds to accounts that fit their “Likely to Move” category. This means you’re not wasting dollars advertising on people who haven’t expressed interest in moving.

Say you’re in the West with ranches for sale and want to reach interested buyers. You can specifically target those who have looked up ranches in the area.

Don’t Only Use Facebook Ads for Real Estate Shoppers

Direct your advertisements to mortgage brokers, too.

Why?

Because targeting mortgage brokers means you’re increasing your chance of referrals.

Facebook also allows you to narrow down your target by job title. Simply input ‘mortgage broker’ into the ad’s search engine, and voila! You’ll reach a whole new audience.

You don’t want to spend a great deal of money on those uninterested in buying or selling. But, reaching certain niche audiences can really boost your reputation.

You may also consider advertising to those with the following job titles: processor, closer, and refinance advisor.

Coordinate with Traditional Efforts

Since you’re targeting a specific area, you should implement traditional strategies at these places, too.

Sure, much of what comes in through direct mail is tossed in the garbage. But, traditional marketing can be much more effective when combined with digital efforts.

It’s no question that consumers require multiple opinions before making a purchase. That means they need to make several types of impressions with your company.

So, if you’re spending the money on Facebook ads, you should also coordinate around your standard tactics. Send your post cards and other direct mail ads to tenants in the same area codes.

It’s ideal to begin your Facebook efforts just before you send out your direct mail. Then, keep those ads running for some time afterward to maximize exposure.

Get Things Started

So, you’ve learned how to manage Facebook ads for real estate. What’s your next digital marketing strategy?

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