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  • How to Optimize Real Estate Ads on Facebook: Part 2

    How to Optimize Real Estate Ads on Facebook: Part 2

    Make use of Facebook’s carousel ad format

    If you aren’t making use of Facebook’s carousel ad setup then your real estate marketing campaign could be missing a huge part of the puzzle. This type of ad formatting is ideal for visual marketing; and this is where the real estate sector comes in. The carousel ad format gives advertisers the ability to publish multiple images in a catalog-like series allowing potential customers and home hunters to scroll through your property listings.

    Why is this such a great way of marketing real estate on Facebook? The answer to this question is rather simple; it has to do with probabilities. Basically, by posting multiple real estate ads in one single carousel ad you increase the probability that interested home hunters will click on and be interested in one of your listings.

    Create clear and concise content

    Optimize Real Estate Ads: work with content

    Arguably the most important elements in creating a successful real estate business is creating a strong sense of trust. Buying real estate is a big financial decision and potential home buyers always look for security and trust during the buyer’s journey.

    Just take a look at these statistics from smallbizgenius.net:

    • ‘There are more than two million real estate agents in the United States.’
    • ‘The median sales price for houses bought in September 2019 was $299,400.’
    • ‘73% of realtors use Facebook for their work.’
    • ‘The average down payment for a new home is $59,880.’
    • ‘An average US realtor has eight years of experience.’
    • ‘701,000 new houses were sold in the United States this year.’

    One of the best ways to build trust is to be as concise and clear as you can when crafting your ad copy. When building your real estate ad campaigns for Facebook make sure you show clear images and get straight to the point with your ad copy. You should let your target audience know exactly what your business offering is from the get-go. Don’t wait until the second paragraph to let the customer know how many bedrooms there are. Use bullet points, and short concise sentences to get your point across as quickly as possible.

    Organize your ad spend for busy periods…

    Real estate business: effective way to monopolize on peak periods

    Regardless of how long you have been in the real estate business, you will have noticed by now that there are certain months that are particularly busy. An effective way to monopolize on peak periods is to plan ahead and schedule your ad spend in order to reach the right customers at the right time with the right ads.

    The emphasis is on ‘planning ahead’ so that you can expose your Facebook ads to a wider target audience and stay one step ahead of your competitors.

    Is there an optimal time to sell Real Estate?  

    Property for sale - is it an optimal time?

    According to realtor.com the winter period could be the best time for selling real estate.

    ‘Since spring is the most popular home-selling season, the housing market is ultracrowded with options at that time of year. And if you paid attention during Econ 101, you understand the law of supply and demand. But in the winter, there are fewer homes for sale. That competition over low inventory can make winter an ideal time to sell your home.’

    It’s a case of supply and demand, interest and mortgage rates, and house prices. If the conditions are welcoming, then potential home buyers could be more inclined to purchase. You can never be sure when the best time to sell real estate is because of the unstable nature of the markets, but that shouldn’t put you off from preparing your Facebook ad campaigns ahead of time.

    It’s important to include social proof

    Include social proof to increase customers quantity.

    Building trust will form the foundations of a successful real estate business. As well as creating clear and concise content to form trust you can also use social proof as evidence that your business offering and services are tried and tested.

    The best part about social proof is that your satisfied customers do all the talking. Selling your real estate company as a trustworthy and successful firm is easy but needs to be backed up by evidence.

    Pro tip: when it comes to creating your ad copy why not include some examples of good customer reviews. Social proof can work wonders for marketing campaigns by:

    • Nurturing trust between the business and the consumer
    • Approving and making the buyer’s journey simpler
    • Proving your company’s reliability, by creating a good reputation for your brand.

     But don’t just take my word for it take a look at these key findings by brightlocal.com:

    • ‘88% have read reviews to determine the quality of a local business (vs. 85% in 2013)’
    • ‘39% read reviews on a regular basis (vs. 32% in 2013)’
    • ‘Only 12% do not read reviews (vs. 15% in 2013)’

    First impressions count

    Presentation is key for successful marketing campaigns, especially when it comes to real estate.

    Most real estate firms use professional images to make their ads as appealing as possible. You need to put yourself in the position of a potential home buyer. Are your Facebook ads relevant and engaging? Have you included all the key information that a client is looking for?

    So, take these suggestions seriously and prepare for some real estate Facebook success!

    Ben Givon Affiliate Marketing Guru

    With many years of experience in the world of digital marketing, Ben combines his love of affiliate marketing with an international outlook on the real estate markets. From his start in the legal profession to his transition to the world of marketing, his passion for what he does is the driving force behind his success.

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