You might only see numbers from your Facebook insights, but you’re not selling to statistics. At the other end of the screen, there’s a very real person making some very real decisions about whether to click on your ad or follow your call to action.
Competition is heating up in the online real estate advertising space, with brokers and agents competing to increase their ROIs. If you’re one of them, you’re in luck – there are 7 quick and easy steps you can follow to boost your online ad performance. Read on to find out more.
1) Work Out Your Audience
As mentioned above, you’re not selling to numbers – you’re selling to people. And having a strong idea of who these people are will give you a big advantage over your competition.
If you run a real estate website and have ever managed paid advertising campaigns before, you’ll likely have a good idea of who your audience are. Based on demographics such as age, marital status and reach, you’ll be able to adapt your marketing process to personalise it to your audience, providing a more targeted experience.
2) Set Clear Campaign Objectives
Your key objective of a campaign should be conversions, but you shouldn’t ignore improvements across your sales funnel. As a real estate agent, you should have 4 main goals:
You want your community to recognise you and engage with your content, viewing you as a subject authority. For agents, this also includes building out a personal brand.
You want to drive traffic to your listings, as well as your website and landing pages.
By promoting content such as market reports and buyer/seller guides, you won’t just boost your traffic – you’ll also win valuable leads.
These 3 goals above all culminate to people contacting you and expressing interest in one of your listings or requesting a sales consultation.
3) Work Out Which Social Platform is for You
This shouldn’t be a difficult choice. Although you can find success on other networks such as Twitter and LinkedIn, Facebook is most likely the strongest choice for you. 45% of property viewings come off the back of social networks like Facebook, and 95% of people use social to learn more about an agents’ services.
4) Set up One Main Campaign
Advertising on social media can be overwhelming, as there are a huge number of campaigns that you can run. However, if you’re unsure of where to start, run a Facebook ad that targets anyone who’s visited your website over the last month. You’ll be fresh in their minds, so it’s likely you’ll be able to engage with them.
5) Optimise Your Ads to Boost Your Return
You can blast through $100 of budget like nothing when advertising real estate. However, one of the key benefits of advertising with Facebook is that you can control how much you spend.
Look at the channels that are performing least well and turn them off, focusing the budget on those that are bringing in the most results. By doing this, you’ll save money and boost the return you see on your advertising investment.