Facebook ads for realtors can be a game-changer. This is true even if you’re on a lean budget. Even if you can only spend $1/day.
When you think of finding home sellers and buyers, Facebook might not immediately come to mind.
After all, real estate is an old-fashioned business dating back thousands of years.
Real estate agents are more likely to attend networking events, send out mailers, cold call, and even door knock to drive new deals their way.
Though none of those has the reach and scalability of Facebook to drive local home buyers and sellers.
And if I'm being honest - social media is one giant networking event.
How many hours a month do you spend trying these old methods that everyone else does? I bet it’s 10, no 20 hours a month, at least.
I'm here to give you a few tips using Facebook ads for realtors that are ROI-positive and save you 20 plus hours a month.
Don’t worry if you have zero momentum on Facebook, you’ll be up to speed by the end of this.
Let's dive in.
You can target Facebook or Instagram Users based on web traffic for interests like Zillow, Trulia, realtor.
If people are visiting those websites, there's a chance they might be in the market for a home in the near future.
For more luxurious places you could target based on the prior plus art, expensive hobbies, jewelry, etc.
Your goal with Facebook advertising should not be to drive conversions. Even though you naturally will if you create good Ads.
Your goal is to create a good ad that is working for you 24/7. You can invest a couple dollars a day on an ad, and be showing up constantly to potential customers without ever doing a thing.
Ads keep working while you sleep.
Ads keep working when your in sales meetings.
Ads keep working until you turn them off.
Social Media Positioning
If you want to use social media to increase brand awareness, drive sales, referrals, or scale word-of-mouth marketing, it's about positioning. Not hounding.
Social media positions you as the "Go-To" for whatever service you provide.
Let's look at Gary Vaynerchuck's boxing analogy from his book Jab, Jab, Jab - Right Hook book.
In short, a right hook’s content aims to sell and self-promote and a jab’s content aims to engage and trigger an emotional response.
Vaynerchuk’s long list of examples reveal that brands are throwing far, far too many right hooks that annoy their online fanbase and kill any engagement potential.
He emphasizes over and over the need for well timed jabs that resonate with followers on an emotional level, thus reeling them in closer as brand loyalists and making them primed and ready for when you do want to throw that right hook to actually make a sale.
Less right hooks.
That’s the secret sauce.
So let's say you have an ad running on your business page, but you want to keep diving deeper into your brand as a realtor.
Think about the long term branding play with content:
While your ads are working for you without you having to do anything, give away ton of value over a long period of time.
Video for top tips for renters
Blog sharing the latest smart home appliances
Facebook Live top advice for new homeowners
Showcase common pitfalls that buyers need to be wary of when buying a new home
Top advice for real estate investors
Household tips and Do-It-Yourself (DIY) tips are helpful topics that can boost viewer engagement. In a fast-paced world, people seek practical and reliable methods of doing things
Before Creating a Facebook Ad, Your First Step Is To Build A Convincing Facebook Page
Once you go on Facebook you’ll click the ‘Create’ button in the upper right hand corner.
It will produce a drop down menu that offers you some options (page, event, group, etc) on what you want to create.
When you click on page you will be able to decide what category you fall under.
Since you are a realtor, you’re going to choose business or brand.
From there you’ll fill in some basic information like the name of your page, what category of business you fit into and the address of your office.
Facebook makes including a phone number optional but it is highly encouraged that you include multiple ways to contact you.
Once you complete that, you have a Facebook page.
Now that you have a page it’s time to fully complete it.
You will need a profile picture. We recommend you use to familiarize yourself with prospects as well as establish yourself as a professional realtor.
You will also need a cover photo. Using the brand logo of the company you work for is a good idea. This way viewers of your site know what firm you are affiliated with immediately.
Finally, you should completely fill out your about section.
You should include the following:
A link to your website
Forms of contact (phone number, email, address)
How long you have been a realtor
Any certifications you have received
Awards you have acquired as a realtor
The area that you buy and sell in
Take this Cincinnati realtor’s page for example. She has all of the boxes checked.
Once you created your business page, you can create your first Ad.
Your goal with your ads is to not drive conversions. Even though you will.
Your goal is brand awareness.
Remember, the goal is to not HOUND that you are a realtor. Jab, Jab, Jab = bring value though posts and you've earned the right to ask for the sale. You've positioned yourself as an advisor.
Creating Your First Facebook Ad
Let's create your first Facebook Ad. I am going to keep it simple so that you can repeat the process.
Make a post on your page. Something other than a listing... please... refer above for content ideas. Or email me directly if you don't know what Ad to create: firstname.lastname@example.org. I'll help you create an ad perfectly for you and your business.
Now click boost on the post.
To continue creating your first Facebook ad - watch by step by step tutorial. And email me if you have any questions!