Selling dream spaces to home seekers is quite a marriage that clicks at the right time thus sealing the deal for life. The dynamic and booming real-estate sector sees neck-to-neck competition where every real estate player wants to be heard to be able to promise not only a living space but an upgrade in lifestyle.
Traditionally, real estate agencies would reach out to mass target groups using outdoor marketing strategies. Property descriptions would be floating around the city on huge billboards, public transport systems, and even bus shelters. Media buying representatives would also propose buying costly advertisement space in popular newspapers.
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Often, this strategy would fail to provide any concrete analysis on lead generation by reaching out to the precise target group. Spending huge amounts of money on real estate advertising without having any noteworthy impact compelled marketers to rethink their strategies.
Digital and social media advertising are changing this scenario and making available newer avenues for real estate marketers to explore. Promoting your real estate properties on social media platforms is advantageous as it allows you to define the target audience and spend money only on the selected viewership.
Facebook is the most appealing social media platform that has been tried and tested over time by real estate players to promote their direct sale of the property. To leverage this platform fully, InVideo discusses a few tips that would help in strategizing stellar Facebook Ad campaigns for the benefit of your brands.
#1 Essential steps for curating Facebook Ad templates
- Select campaign objective: Facebook allows you to select an objective that is most suitable for your ad campaign. Brand awareness, lead generation, conversions, etc., are a few criteria to choose from. For a real estate campaign wanting to generate inquiries or leads, the lead generation option is best suited.
- Define ad set: At this stage, Facebook wants you to select a detailed target audience for your campaign. There are numerous parameters on which you can filter out the precise target group you wish to reach out to. This ensures you spend on clicks that are genuinely interesting in purchasing your property in the future.
- Draft advertisement: You can opt to showcase an advertisement in a video format or have images followed by a short copy.
#2 Define the target audience based on ad parameters set by Facebook
Depending on the ‘objective’ of your campaign, one can define their target audiences by selecting the best criteria of audience selection.
Location-based targeting: Depending on the location of the property being advertised, you can set a range within which the advertisement should reach the audiences. For example, you can target people currently residing or travelling within a seven km radius from the neighbourhood you are selling your property on.
Age and gender: If your past purchase statistics show that often earning male members of the family influence the buying decision, it makes sense to target only the ‘male’ users on Facebook to view your ads. Selecting an appropriate age group is also helpful. For first-time homebuyers, the age group you would target would be different vs. a holiday home buyer or an established cash-rich investor.
Job title: This section is especially advantageous for real estate campaign marketers, as it makes it easy to categorize the target audience in different buckets for the type of sale you are advertising for. If you are selling a luxury home property, then you would want to target people holding a senior job title or even business owners as they are the ones most likely to afford a luxury home.
Interest-based targeting: Do you have a track of the interests or tastes of your customers? If not, you might want to find out what they like, where they go, what they purchase, etc. This helps in targeting your audiences according to the brands they prefer to indulge in. For example; one could target brands on Facebook like Audi, Gucci, Chanel, and Ritz Carlton if the client has particularly adopted a taste for them and follows them on social media.
#3 Set a campaign budget
Allocate an annual budget for running ads on Facebook based on the yearly sales target. Also, know when to spend more on your advertisements and when to hold back. During peak purchase season, go all out to get maximum leads. Especially during the festive season, people tend to make new purchases as it is said to be auspicious.
#4 Video advertising strategy
To give a glimpse of your real estate property, marketers often use attractive video clips in their Facebook advertisements. These promo video templates, welcome audiences to have a virtual tour of the property, so that prospective buyers can start ticking the boxes of all the features and amenities they had imagined to have in their dream home. This gets them excited to approach the agent and know more about the property.
#5 Using carousel ads
Sometimes, a single image might not capture the essence of the property and compel viewers to click on the advertisement. Hence, Facebook allows marketers to upload up to 10 images under its carousel ad format. Each image can focus on highlighting different aspects of the project. Looking at images of home interiors, amenities, building structure and the outdoor area get the target audience interested in learning more and booking an onsite visit.
#6 Write a clean ad copy
An attempt should be made to reveal details such as price range, number of bedrooms, sq. ft area, locality, and amenities in the ad copy. The copy should be informative, authentic, and well-written to get one’s attention in a fraction of a second.
#7 Landing page
If you manage to get the audiences impressed with your advertisement, you need to further impress them with the landing page they would be redirected to. This is where audiences would be sharing details like phone numbers, current location, and email addresses – so they need to experience a pleasant landing page with all the right brand elements, to be able to confidently disclose themselves.
We hope our attempt to decode a few Facebook real estate advertising techniques comes handy to you. Once you have the basic structure in place, you can remain unhesitant and click the ‘publish’ button to allow your advertisements to generate quality leads.
