How Realtors Can Conquer Facebook Ads
The #1 Facebook Marketing Strategy for Real Estate Agents in Tough Markets
Are you struggling with your ads on Facebook? Are they hitting the mark?
Do you have a real strategy for reaching your exact audience, or are you just throwing ads up and seeing what sticks?
And are you wasting too much time trying to figure out Facebook Marketing for your real estate business?
If you’re a real estate agent, and you’re looking to get more leads and make more sales, this is a MUST READ!
If you’re NOT struggling with your real estate ads and reaching your audience on Facebook, then you probably won’t get much out of this post.
This post is very timely because many of the targeting features of Facebook are going away. These include “likely to move,” “buying a new home,” and income demographics—just to name a few.
So, you need a NEW and proven strategy to get buyers to warm up to you.
This strategy has been used by the top marketers in the industry to generate a constant flow leads.
“The hardest thing for any advertiser is finding the right audience. This strategy does just that.”
This strategy is all about finding your EXACT audience and hitting them with ads that they will most likely click on.
If you try to run ads without knowing who your exact audience is, you will be spinning your wheels and wasting a lot of money on Facebook ads.
The graphic below provides a brief outline of the steps involved. The rest of this post explains exactly how to set up this system.
This is the 5 Step Facebook Marketing Campaign for Real Estate Agents.
So, let’s get started.
Step 1: Build Likeability as “Social Proof”
People like people that are liked by other people, so getting “Likes” on your page is an absolute must. Dr. Robert Cialdini conducted many experiments about social behavior, and this is what he had to say about social proof…
“Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own.”
So, the first thing you want to do is create a “Like” campaign to build your audience to 1,000 or more or whatever is appropriate to your business and market.
Many dismiss “Like” campaigns because those people aren’t necessary your buyers. That’s okay!
The naysayers are missing the bigger picture here. You need appear likeable. This is why the coveted 500 contacts on LinkedIn is so important and why having tons of reviews on Amazon is so important.
A “Like” campaign is very easy to do. This is a paid campaign, but don’t worry. You can’t get “Likes” from Facebook as cheap as a few cents depending on the market and overall strategy.
But it is vitally important that you get at least several hundred or even a 1,000. People want to hang around the “popular kid.”
Once you get your “Likes” to a reasonable number, you can move onto the next step below.
Step 2: Create Awareness
Finding your exact audience is hard, so this ad campaign will be all about getting people to raise their hand and say, “I’m interested.”
You’re NOT trying to sell them anything.
You’re just trying to build a little tribe of interested people. You want to weed out the people who are far from your core audience.
Because when you advertise on Facebook (or any other pay-per-click platform), you pay for clicks based on your click-through-rate (CTR).
For example, if you have an ad for a home for sale and that ad goes out to people who can’t afford the home… who just bought a new home…or have no interest in a home, you are going to have a low click-through-rate.
You may get .24% (that’s point-two-four) of your audience clicking on your ad. You will pay more money!
But if you advertised to people who expressed interest in living in the area where the home is being sold, then you will pay a lot less because a higher percentage of that audience will click on your ad. This is the real power behind social media real estate mareketing.
As mentioned before, finding your exact audience is incredibly difficult. It’s even harder with the new Facebook limitations that are coming out.
Before you sell houses to people in your price range, you have to find people who are actually interested in the location where you’re selling your house.
Creating an awareness campaign is a great way to do just that.
You are finding out who is remotely interested in what you have to offer. Below is an example of ad that is designed to narrow down your audience and ultimately find your “core” audience.
Later, we will re-target all the people who click on this ad.
Do you see how that is much more effective than running ads to just “everyone”?
One more thing: When you create an boosted post like the one above, you will have a higher chance that it will be shared. That’s a bonus!
Step 3: Re-Target the Audience You Created in Step 2
Here you are going to refine your audience even further.
Don’t worry about getting less people, because in Step 5, we will find more buyers when we create a look-a-like audience of your core audience. More about that later.
This ad will be focused more about your expertise as a real estate agent. See below for an example.
Now you’ve narrowed down your audience a little more. Now, it will be a whole LOT easier to reach and sell your home to your core audience.
So far, your audience has expressed interest in living in your town and the type of home they would like to buy.
It’s like shooting ducks in a barrel!
Now, you can hit them with your ads that showcase a home or just getting qualified leads.
Step 4: Selling to Your Core Audience (those most likely to buy) With Your Ads
In this step, you are going to re-target those people who expressed interest in your blog post (mentioned above). These are people who will make up your core audience.
This audience will be smaller, but much more likely to buy.
It’s important to understand these steps because if you just jumped to this step, you will be just advertising to many people who are NOT your core audience.
Not only will this cost you more money, but your ads will be limited because Facebook doesn’t want to keep showing your ads to people who won’t click on your ad.
At this stage, you can run dozens of Facebook ads of homes.
You will be a LOT more successful because you found your core audience. This will save you time, money and effort.
For information about this, please e-mail at: firstname.lastname@example.org
Step 5: Expand Your Core Audience with Clones
Now that you have narrowed down to your core audience, you can now ask Facebook to go out and find more people similar to your core audience.
In this step, you will set up a look-a-like campaign of those people who clicked on the ad you created in Step 4.
This allows you to scale.
When you find your core audience—that is the audience will most likely respond to your ad—you start to find clones using Facebook’s look-a-like targeting option.
In the graphic above, you can see that we made a Custom Audience. These are all the people who read our blog post.
So far, at this point, it’s fewer than 1,000 people, but that’s okay.
We then created a look-a-like audience that is based on those 1,000 (or less) people. What Facebook does is look at the behaviors of its vast user base and determines which ones will most likely click on your ad.
The reason why most ads don’t work for real estate agents is because they skip Steps 1 – 3—and then jump right into Step 4.
This simply won’t work—even if you have unlimited funds!
It’s now more important than ever to follow this path because Facebook is eliminating many targeting options that were once available to real estate agents.
- Home Buyer
- Likely to Move
- Income brackets
To learn more about how this 5 step formula for real estate agents can fit into your business, please feel free to reach out to me. If your real estate market is in a sad state, then you need to reach out to me right away. I can help!
Ash Waechter is a direct response copywriter who helps small businesses sell more products and services online. He also writes SEO copy for attracting readers from around the web.