There are many reasons why you should use Facebook for your business, but one of the strongest reasons is the amount of data that Facebook collects from its users. Being able to tap into the data that Facebook holds on its users can give you an advantage, ensuring that you reach out to the people that you want to reach to.
While most people (and businesses) are aware that Facebook collects information on people, you may be surprised at how much data Facebook collects and in how many different areas of people’s lives. The fact that Facebook is so prolific in obtaining data from users means that Facebook Advertising is the most targeted form of advertising for a local estate agent. You will also find that the quality of the data, and the accuracy of targeting, ensures that Facebook Advertising is the best value for money form of advertising for a local estate agent.
The main demographics are the first things you think of when you consider the data Facebook collects and in targeting an audience through Facebook Adverts.
- Relationship Status
- Financial Status (Income and Net Worth)
- Home (Ownership Status, Home Type, Home Composition)
- Ethnic Affinity
- Life Events
- Political Beliefs (Mainly in the United States so far)
Most estate agents will find that they can reach people who are likely to be interested in their services from this information alone. It is likely that you want to reach out to people of a certain age, perhaps in a relationship, who are in employment and who hold a certain level of financial status. Setting your Facebook Advertising criteria to reach this audience alone would likely see you be placed in front of the people that you want to be seen by.
This means a local estate agent should be able to create a strong and focused advertising campaign in a short period of time and with very little work. However, there is a lot more that you can achieve with Facebook Advertising and there is much more information being collected and stored that you can use to your advantage.
When it comes to making a connection with people, knowing what their interests are will go a long way. This is information that a savvy firm will use to reach out to their audience or to create a connection that will hopefully help the firm to make sales or receive recommendations in the future.
- Business & Industry
- Family & Relationships
- Fitness & Wellness
- Food & Drink
- Hobbies & Activities
- Shopping & Fashion
- Sports & Outdoors
You will probably think that the information contained in many of these aspects won’t provide you with any insight or relevant information, but there will be important pieces of information. In the property industry, the importance of creating a positive first impression cannot be overstated, and this is why knowing little pieces of information about people makes all the difference. Can you imagine the impression you make when a client comes to your office or attends a viewing and you are able to offer them their favourite beverage or snack? This is especially true if the client likes a snack or beverage that is not amongst the first options that people usually provide to guests.
In a highly competitive marketplace, you need to use every advantage that you can and this information provides you with ways to make the best possible impression.
Purchase Behaviour or Intent
What type of vehicle you own and how you bought it
Mobile device usage
How you like to travel
The purchase behaviour or intent information may not be for everyone but it may help you find a particular type of buyer. This information can also help you connect with people on a good level, perhaps allowing you to focus on charitable donations or reaching people through their mobile device.
Other areas where Facebook Advertising is of benefit include Connections and Re-marketing. Connections allow you to see people who have a link with certain people or events and with Re-marketing, you can advertise to people who have engaged with you in the past.
This is an extremely effective way to advertise and is a very popular option with Facebook Advertising. This option allows you to reach people who have previously visited your website or Facebook page, which means that they already have an interest in what you offer. There are many reasons why people don’t buy from your or make a connection at first, and it doesn’t mean that they have no interest in doing so. Re-marketing therefore provides you with a second, third, fourth or however many opportunities you need to turn an interested party into a client.
Given the wide and varied amount of data that Facebook collects and holds on users, you will hopefully see why Facebook Advertising is a sensible option for local estate agents. If you want to use your time and money in the most effective manner, Facebook Advertising is an option that has to be considered.
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