Explained: Facebook Advertising Targeting For Estate And Letting Agents

There are more than enough statistics regarding Facebook users to convince you should use this platform, but you don’t even need to dig that deeply. A simple look around lets you know how many people use Facebook.

Therefore, as an estate or letting agent, you want to be where your audience is, and this means you need to be on Facebook.

A Facebook page for your agency is a great starting point. You can connect with people, promote property, and make sure people know who you are, and what you do.

However, it can be tough to grow your following and create awareness organically. There is a lot of noise on Facebook, and just because someone follows your page, it doesn’t necessarily mean they will see your posts.

Therefore, if you want to connect with the right audience, Facebook advertising is a sensible option.

While there are many reasons you should consider Facebook ads, the targeting purposes are the most effective reason. If you worry about wasting money on ad campaigns that have no guarantee of who will see your post, you need a solution which allows you to be in control.

Would you rather have an ad seen by millions of people around the world, or by 100 people in your local area who are currently looking to sell or let property, and who need help in this matter?

Quantity is an issue to have in mind, but the quality of the quantity is another matter altogether, and this is why Facebook targeting is essential for estate and letting agents.

Key components of your Facebook ad

Facebook ads are simple. Facebook wants to make as much money from you, and everyone, as possible, so they have worked hard to make the process as simple as possible. A successful Facebook ad campaign often boils down to the following points:

  • The goal you want to achieve – this is the reason you are advertising
  • The audience you want to reach
  • The budget you have for the campaign
  • The content of your ad

These are all crucial points but for now, as we are focusing on the targeting aspect, we will stick with reaching your audience.

Reaching your audience

Now that you have decided Facebook ads are right for your agency, here are the ways you can narrow down who your advert reaches.

Location

Most agents have a local focus, so this is an excellent option to use when targeting people. You can reach everyone in this location, but you can also reach out to people visiting the location or people who have recently been in the location.

Age

If you have an age group of prospective clients you want to work with, you can solely focus on this age of people with your ads.

Gender

You can target everyone, but if you want to target a specific gender, perhaps you believe that females are the key decision makers and drivers of property moves, you can do so.

Relationship

If you are solely looking to reach married people, engaged people, you can do so. The relationship information on Facebook might not always be accurate or tell someone’s true story, but it is easy to see a connection between a person’s relationship status, and where they are with respect to the property market.

You can also target people with respect to their education level, their financial status, their employment status, and what type of home they have.

It is also possible to dig into people’s interests, although this is less relevant for estate and letting agents.

However, you will hopefully see Facebook targeting allows you to connect with a certain type of person. If you have customer avatars, you should be able to create ads which are directly targeted at the type of customer you have already pinpointed as being right for your business.

Audience

Facebook Custom Audiences are an effective way of connecting with people who already know you. Alternatively, they are a way of excluding the people who already know you, allowing you to reach new people.

If you have a new product or service that you want to reach people who already know you, targeting your existing audience is a fantastic way of connecting with people interested in you.

If you have a free trial for an existing product or service, it is better to offer this to people who aren’t aware of you, and this means excluding your existing audience is a smart move.

You can also reach a lookalike audience. This is where Facebook finds people who meet the characteristics of people who follow you or who have already used your service.

Remarketing

A very highly effective aspect of Facebook ads is that you can target people who have connected with you before. In doing so, you aren’t reaching out to a cold audience, you are set to connect with people who are aware of you, and who might have considered you before.

Just because someone didn’t enlist your services in the past doesn’t mean they won’t in the future. Many people like to do a lot of research before selecting an estate or letting agent. With remarketing options, you have a second (or even third, fourth or fifth) chance to connect with prospective clients.

You can run ads at:

  • People who have visited your website
  • People who are already on your email list
  • People who have already provided you with a phone number

Connections

It might be that you want to reach people who you are sure will like your services, but who haven’t done so yet. An effective way of doing this is through Connections.

When you market with connections, you are building on a perceived notion of trust or recommendation When the intended target sees you have a connection with someone or something they know, you will benefit from that connection.

A very simple example of how this can be used is setting your ad to reach “friends of people who like your page”.

If you are an estate agent looking to win instructions and gain new clients, you need to target and connect with prospective clients. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate and letting agents and agencies connect with their audience, develop their reputation and gain instructions.

If you want to learn how Facebook advertising and targeting helps you win instructions and ultimately, sell homes in a challenging time, contact us today.