With Facebook ads offering estate and letting agents an opportunity to target their exact audience, it is easy to see why so many professionals in the property and rental market are keen to capitalise on this option.
However, if you are new to Facebook ads, the process can seem overwhelming. Of course, it doesn’t have to be this way. By taking things one step at a time, you will see Facebook ads are straightforward, and that they are of significant benefit to estate and letting agents.
Start off by learning about the different types of Facebook adverts and estate and letting agent can use.
What type of Facebook adverts can an estate or letting agent use?
Facebook states the ad formats a user can select depends on their advertising objective, and the objective will affect where the ad is placed.
Facebook ads can be placed on:
- Audience Network
These are all valid options, but for now, focus on Facebook, as this is where the majority of your audience is found.
The types of Facebook adverts on offer include:
- Image ads
- Video ads
- Carousel ads – which can showcase up to 10 images or videos, with each having its own link
- Instant experience – available for mobile users
- Collection – which showcases multiple products
Some of these ads will be more suitable than others, and estate and letting agents will likely get most value from image ads, video ads, and carousel ads.
These adds focus on photographs and video content, which all agents should be using. You have a chance to showcase property, your company, and your local area in the best light, so creating visual ads makes perfect sense.
The content in the ad is also important
Knowing the type of ads you can offer is a great starting point, but you need to know what you can do or say with your ads. On social networking platforms like Facebook, you don’t want to be too salesy. When you post content, you want to offer a range of posts and topics.
However, when it comes to ads, this is not the case. You don’t always have to promote a service or even a property, but there should be a sales element that moves a prospective client closer to becoming an actual client.
There are many ways you can focus the content of your advert.
Some agents promote property they have for sale or rent
There is nothing wrong with being direct. If you have fantastic property for sale or rent, it makes sense to place this property in front of as many people as possible. By adding a description, images and/or video content, you showcase the best features of the property, and you can direct people to contact you directly.
Provide information which helps people make an educated decision
Sometimes agents need to take a longer approach in connecting with their audience. It might be your advert should focus on connecting with people who need information about you, what you offer, or even your area.
This style of advert provides information that helps people form an opinion or make a decision. The good thing it doesn’t have to be boring. You can combine words and images; you can make a video clip or you can create an infographic that provides viewers with everything they need to in order to make an informed decision.
You will also offer them the chance to connect with you directly, so they can further their knowledge, and you can provide more detailed assistance.
Share a floorplan and connect with people who need technical or logistical information
You might have clients who need technical information about a property for sale. In this regard, basing your advert around a property floorplan is a highly effective way to connect with people.
The information might mean a lot of people don’t follow up on their initial interest, but the people who do connect with you will be far more likely to hold an interest in the property.
If you are looking to attract a better quality of clients, as opposed to a larger quantity of clients, creating an advert that provides specific information is a great way to reach out to people.
Showcase your local credentials
For most estate and letting agents, having a strong local presence is vital. If you are looking to tell as many people in your catchment area that you are a local agent, who knows and cares about the area and community, an ad can work wonders.
You don’t even need to promote yourself too much with this style of ad. Basing your ad around a local need, event or issue will place you at the heart of the community, which in turn should ensure people consider you to be a local agent.
Offer A Lead Magnet Ad
A Facebook ad is a brilliant way of connecting with new clients, but you often need to do more to persuade them to become a client of yours. For many agents, running ads with a lead magnet is an excellent idea.
By exchanging a lead magnet which addresses people’s problems or issues for contact details, you showcase your skills while being able to follow up with clients at a later date.
One of the most popular lead magnets in the property market is offering a free property valuation in exchange for contact details such as an email address or a phone number.
Your ad can talk about local house prices, and pique the interest of people as to what their home is worth. It might be the viewer is starting the sales process, and needs a valuation to allow them to take the next step forward.
By offering a free valuation, you not only solve the viewers initial need or problem, you can showcase your skills. After you have carried out the valuation process, you can offer further services that will be of benefit to the person.
You must have a call to action
One crucial component of your advert, and one that is sometimes overlooked, is the importance of a call to action. If you are looking to create awareness in your agency or inform people, you might argue that this isn’t vital.
However, even when your aim is to educate or inform, you should always provide a way for viewers to connect with you, or to take the next step. Many agents find it helpful to start the ad process with the call to action in mind.
By doing this, you are more likely to create an ad that has a purpose.
If you are an estate agent looking to win instructions and gain new clients, you need to find the right clients, and utilising Facebook ads is crucial. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to learn how to use Facebook ads to reach and develop your audience, and ultimately, sell homes in a challenging time, contact us today.