For real estate agents, targeting Facebook ads may seem odd. Shouldn’t you consider everyone a potential client?
In theory, yes—you should consider anyone looking to buy or sell a home as a potential new client. But you know that you can’t be all things to all people and still be good at your job, and you’ve likely heard the adage that the riches are in the niches. Still, even if you’ve worked with numerous groups from retirees to first-time homebuyers, you’ll be wasting your marketing budget if you don’t take advantage of Facebook targeting options.
With the right strategy, there is enormous potential to find hundreds of new clients through Facebook marketing, and it doesn’t require an exhausting amount of time and effort on your end. In fact, you can let us do everything for you from writing the copy to selecting the images, finding an ad audience, monitoring campaigns, capturing leads, and reporting. But, if you’re a DIY sort of person, the tips below should help you to pull new leads in quickly.
Identify your top audience
Who is most likely to buy from you? Who have you had the most success with? What kind of buyers and sellers are most prominent in your area? All of these questions are essential to determining your best audience. If you think there’s value in targeting multiple groups, consider setting up different campaigns for testing. Once you know which combination of copy, imagery, and calls to action create the most engagement, your job becomes a lot easier.
Pull from your existing contacts
One of the most brilliant features of Facebook targeted advertising is that the platform allows you to pull audiences from contact lists you already have. If you have a list for prospecting that you’ve already put work into, you can use it as a starting point for your ads. Determine what messaging and images would best stop the scroll and sufficiently interest these potential clients to click your ad. Consider offering an enticing item of value that will entice new leads. (We’ve got many that you can download for free.) You could even prompt a generative AI tool like ChatGPT or Gemini for help.
Keep your audience’s needs in mind
Different buyers and sellers will be active at different times of the year, so consider what is motivating them at any particular time and work their motivation into your hook. For example, if your campaign is going to run during the winter, which is typically a slower season for real estate that causes some to be desperate to buy or sell, you could include a hook that reflects your ability to sell quickly. If you’re planning your ad to capitalize on the spring market, you could target families looking to move during the summer and before the new school year begins. If you specialize in selling homes in a particular price range, make sure you let people know that in your headline. (You can check out this blog for an example of how that can work.) The point is to make your ads as niche as possible, promising to alleviate specific pain points and address distinct problems, without unintentionally excluding potential clients.
Show off your properties
Targeted Facebook ads are not only an opportunity to show off yourself and your business, but also can be used to send listings to custom audiences using Facebook targeting options, like their lookalike audiences and real estate special ad category, intended to ensure that agents don’t violate FHA rules. AI can be an excellent tool to help you write these ads, and while you can take photos yourself, it’s generally worth the cost to hire a professional real estate videographer or photographer.
Take action
Commit to running a Facebook ad in the coming week. Scroll to the bottom of your screen to find additional articles that will help you get started. 👇Or, if you prefer, with as little as a budget of $5 a day, we can run a Facebook ad campaign for you. Book an appointment with one of our Facebook ad marketing strategists, and let us show you how easy it can be to start generating new leads as soon as tomorrow.
