For most real estate professionals including agents, brokers and real estate investors, writing a highly effective Facebook ad copy is a big challenge. The copy and video or images are very important elements of a Facebook ads funnel and they have a direct impact on the cost-per-result.
In this guide, I am going to let you in on a hack that will make writing a Facebook ad copy for your real estate marketing campaigns extremely easy. This hack will enable you to have a look at all the Facebook ads being run by your competitors or any business or brand in the real estate industry.
I will also discuss some of the most important things you should consider when writing an ad copy.
Why to know what ads your competitors are running?
Well, the answer is obvious. While you won’t be able to know what targeting options such as interests and demographics your competitors are using, spying on their ads help you with a lot of other things:
- You will be able to know what sort of copies your competitors are currently using in their ads. If your competitors have been running real estate ads for a long time, they must have invested a lot of money in A/B testing in order to create highly-converting ad sets. You will get an idea of what types of ads perform well just by taking a look at your competitor’s Facebook campaigns.
- You will get an idea of what types of real estate lead magnets they are using for Facebook ads. You can come up with similar CTAs (Call-to-Action) to make your ads more effective.
- If you ever hit a writer’s block and struggle to come up with an ad copy, you can take a look at the ads being run by your competitors or any business or brand in real estate industry. You can emulate their copy and come up with a highly-effective Facebook ad within a few minutes.
- You will also be able to know what sorts of images and videos they are using.
So these are some of the advantages of spying on your competitor’s Facebook ads. Now let’s discuss what this hack is.
2 steps to stealing real estate Facebook ad copy ideas
The tool which will let you spy on the ads of your real estate competitors is Transparency Section on a Facebook page. Facebook launched this section to “increase accountability and transparency of Pages”. So, here is the 2-step process to use this tool for stealing real estate Facebook ad copies:
Step#1: Open the Page Transparency Section
Locate the ‘Page Transparency’ section appearing on the right side of any Facebook page.
Once you click ‘See More’, a pop-up will appear.
Here you will get a lot of information about the page’s history, the number of people who manage it and the locations where it’s managed from.
Step#2: Go to Ads Library
You will find ‘Go to Ad Library’ tab at the bottom of the pop-up.
A new tab will open where you will be able to see all the ads being run by that particular Facebook page.
At the time of writing this guide, Zillow was running hundreds of Facebook Ads. Have a look at the copy and images that Zillow is using and analyse what features make Zillow Facebook ad copies effective. You can incorporate similar features in your Facebook ad copies.
5 elements of an effective Facebook ad copy for real estate professionals
You can use the hack I explained above to get an idea of what sorts of ads your competitors are running, but don’t forget to follow these 5 best copy writing practices when setting up your campaign:
- Personalize your ad copy: People like to connect with humans rather than brands on Facebook, so try to personalize the copy by using works such as ‘you’ or ‘I’. Using emojis is an excellent way of personalizing the content. Don’t overdo it though.
- Promote videos and images, but put links in the copy: While video ads have a better organic reach, don’t be afraid to put relevant links in the ad copy.
- Keep the ad copy to the point: Keep the copy as short as possible. Ideally, people should not have to click ‘Read More’ to read the whole text. If the link URLs are too long, you can use a URL shortener.
- Mention lead magnet in the copy: Facebook lets you use many different types of Call-to-Action buttons such as ‘Learn More’, ‘Sign Up’ and ‘Download Now’. Depending on the type of CTA you are using for the ad, there should be a line or two prompting people to take action on that CTA. For example, ‘register for the free face-to-face consultation now’.
- Turn your ad into a teaser: If you are promoting videos, you should use it as a teaser in the ad. For watching the entire video or knowing more details about the property such as listing price or features, people would click the ad and share their contact information on the landing page.
Next time you struggle to come up with an effective ad copy for your real estate Facebook ad, use the tips outlined in this guide. I am sure it won’t take you more than a couple of minutes to write a great copy.
Let me know in comments if you have any questions or feedback.