Facebook provides a lot of targeting options for advertisers. However as they rightly say – too many cooks spoil the soup, it can be overwhelming and not very cost-effective for real estate agents, brokers and investors to utilize all the targeting options when setting up a Facebook ad for real estate marketing.
So in this guide, I am going to explain three best Facebook advertising features that will not only help you reach the right audience, but also build your real estate brand faster.
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Facebook Custom Audiences
Have you collected contact details (phone number and/or emails) of a lot of prospective home buyers at open houses?
Do you have a list of people who called you up for a free consultation on the property buying, selling, or investing process?
Do you have contact details of people who registered for educational seminars or events related to home buying and selling?
Do you have a list of people who left their contact details on your website by filling out a lead form?
Do you have a list of people who interacted with your Facebook ad lead magnets in any way?
If the answer is to any of these questions is yes, you can definitely utilize Facebook Custom Audiences feature to market your services to these people without having to knock on their doors.
To find people to target with Facebook Custom Audience, you can also dig through your CRM database.
Make a .txt or .csv file of the contact details (mobile number and/or email addresses) and upload it to the Custom Audiences field in the Facebook ads manager.
Facebook has explained in detail how this feature works in this article.
It’s a perfect way of showing your ads to highly motived home buyers, sellers, and real estate investors who are already aware of your real estate brand.
Showing ads to these people will keep you in their mind when they are ready to hire a realtor for buying or selling a home.
Retargeting with Facebook Pixel
Your prospects may be reading home buying or selling guides and blog posts and watching neighborhood videos on your website.
Nine times out of ten, they would read an article or guide and leave your website. They will forget about you and never return.
You can start marketing your real estate services to these people immediately after they leave your website.
You need to use ‘Facebook Pixel’ in order to show your ads to people who have visited your website or any specific pages such as a ‘Thank You’ page.
This article by Facebook explains how to set up Facebook Pixel on your website.
You can retarget people who have shown interest in content meant for home buyers separately from those who have shown interest in content meant for home sellers. It means that you can run two different ads for people interested in buying homes and people interested in selling homes.
The fact that you can run highly-targeted ads based on your website users’ intent and browsing history makes this tool very impactful.
You can also retarget people:
- Who have liked posts and left comments or messages on your Facebook page.
- Who are following similar Facebook pages.
- Who have watched videos on your Facebook page or Instagram account.
- Who have engaged with your Facebook or Instagram ads.
Retargeting people with Facebook Pixel and Custom Audiences features will lower your Facebook ads cost because I have seen that it’s cheaper to show ads to a defined audience than to show ads to new people.
‘Lookalike Audience’
While the first two options can be used for marketing your services to people who have already interacted with your brand, you can create a ‘Lookalike Audience’ to reach new people.
Using the data of your existing clients or people who have interacted with your brand (in all the ways mentioned above), you can create a ‘Lookalike Audience’.
With the information pulled from your Custom Audience, Facebook Pixel, or the fans of your page, Facebook will try to “identify the common qualities of the people in it (for example, demographic information or interests) and then deliver your ad to an audience of people who are similar to (or look like) them.”
These three features will help you make your Facebook ads profitable in 2022.
Let me know in the comments if you have tried any of these strategies and if they worked.
