Being the largest social media platform in the world, it’s only natural that realtors are looking to Facebook to search for new clients and promote their properties. If you've never previously dealt with Facebook advertisements (or in the case that it's been some time since you've refreshed your memories), it can seem daunting.
Recently, Facebook changed the rules regarding real estate advertisements on its platform. The company has introduced a special advertising category that restricts targeting certain kinds of ads, including housing advertisements. In particular, marketers can no longer focus on ad groups according to demographics, behavior, or zip code.
Types of Ads That Work
If you have a property you're looking for a buyer for; it's easier to find the perfect buyers on Facebook than on other brick-and-mortar or digital platforms.
1. Domain Group: How To Appeal
Domain Group's highly successful ad campaign utilized automation technology to transform their most popular Facebook posts into advertisements. The result was 30 percent more participation than in previous campaigns.
To imitate, ensure that you're monitoring your most successful content regardless of where it is and then reuse it in new markets. Also, don't forget to analyze your content to be aware of why it works and create similar content.
Domain Group's ads usually concentrate on their targeted audience's real issues. For instance, most people are aware of what it is like living in cramped apartments.
As my spouse and I relocated from Los Angeles back in grad school, we lived in a studio behind-house our Australian Shepherd, who wouldn't quit shedding.
Although we've made improvements over the years, we're fascinated by the ideas and tricks that make tiny spaces liveable, which is why the advertisement isn't just for those who live in apartments (the main target of the ad) as well as those who are looking for space-saving strategies for larger houses.
2. REMAX New Dimension: Describe a Home Scene
REMAX New Dimension taps into the power of emotion in marketing by creating the joy of Christmas. The advertisement explains how the large house is ideal for gathering people in just a few lines. It not only draws an image of families and friends gathering to celebrate the holiday season and also mentions that there's plenty of space “for every…Thanksgiving side dish,” subtly referring to the kitchen's size.
3. Zac McHardy: Show a Live Tour
Realtor Zac Mchardy decided to use the feeling of exclusivity and urgency that comes with early access to a property that is not yet available listed. It was also interesting that Mchardy made use of the live tour for doing this – without editing and cropping situations- making the viewers feel as if they were part of a unique home tour.
Additionally, the authenticity of Facebook Live helps build trust between the real estate agent and the viewers and has proven to be quite successful.
Facebook Live is Facebook Live's default live streaming tool for Facebook. If you are a real estate agent, you can utilize Facebook Live to create a virtual tour of the property or stream live during an open house when you talk to your potential buyers. It can also be used as a promotional video.
The in-person, real-time experience with Facebook Live ads helps build the brand's reputation and increase trust in your company.
4. Vakil Housing: Address customer issues
One of our first real-estate Facebook ads illustration originates from Vakil Housing. The real estate firm uses the client's pain point to design a powerful real estate advertisement.
The advertisement's message says, “Keep your whole family together.” For those interested in real estate, seeking a home that can accommodate their entire family can be a major issue. For instance, expecting parents anticipate the start of their own family in a larger space.
Utilizing your customers' problems to develop Facebook ads to promote real estate can be extremely efficient. For this to be successful, you must have a deep knowledge of the person you want to reach. If you know the customer, you'll be able to answer queries like:
· What are the challenges they have to face when looking for a property to purchase?
· Why would they wish to sell their home?
· What are their priorities and the most important features they're searching for?
Answering the questions above and applying them to develop efficient real estate advertising will generate interest for your property.
In reality, your potential buyers for real estate are not using Facebook for browsing; some are searching for ways to resolve their housing issues. Therefore, using your customer's problems to create Facebook ads specifically for real estate will allow your customers to connect with your advertisements on a personal level.
5. Pacific Union Real Estate: Use drone footage
The next example of a top real estate Facebook advertisement comes via Pacific Union Real Estate. They utilize stunning drone footage to highlight homes and the surrounding areas.
Drone footage can be used to create excellent quality photography and video. Drones are a great way to capture images of beautiful breath-taking exteriors of your home, landscapes, and surroundings.
Utilize drone footage while creating your Facebook ads to ensure that potential buyers can see the property overall and understand why they may be interested. Consider it an improved version of the traditional video ad.
Facebook loves video. As a format, it gets the most views and clicks on social media over photos and images. Did you realize that real estate listings that have video get 40 percent more inquiries than video-free counterparts?
Do Facebook Ads Work?
What is it that makes Facebook ads so effective is the amount of targeting the audience as well as the sheer number of people who are using the platform, as well as the quality of data and insight. When combined with a solid strategy, these benefits are the reason Facebook ads are a great choice for various types of businesses. Like any other type of advertisement, it will take time to test and repeat to find the results you want with Facebook advertisements.
When you are creating real estate advertisements on Facebook, Make sure that they are in line with your brand's overall strategy.
Utilize videos, images, and images that are simple and have a clear contrast (it is a draw for the eyes).
When you are aiming your message, ensure that you are as specific as possible.
Instead of just displaying pictures of gorgeous houses, including photos and text that appeal to your emotions.