While Facebook and leading business sites tell you about the two million users on Facebook each month and cite this as the reason to use the platform, your aims should be more modest. More important than the fact that there are 2 million users a month is the fact that in your local area, there are people who genuinely have an interest in what you offer.
As an estate agent, you want to reach out to vendors and gain instructions from them. You can do so on Facebook and the targeting capabilities on offer with Facebook ads are very useful in helping you develop your audience and yes, gain instructions.
Target the right people with Facebook campaigns
You can use what you already know about your audience to help you target the right people, and there are three main options for selecting an audience on Facebook:
- Core Audience
- Custom Audience
- Lookalike Audience
It may be that one, two or three of these options are ideal for your business, but it usually best to focus on one initially and then develop from there.
With your core audience, you select the people you wish to target based on characteristics. Age and location will be a useful starting point for an estate agent, but it is clear you need to dig deeper or you will end up targeting a lot of people who have no interest in what you offer.
The Demographics option may be of interest to you as this includes options like relationship status, education, workplace, job titles and many more actors. If you have an image of your most likely client already in place, choose the demographics that best match this image and you have a strong starting point for narrowing in on people.
The Interests option could help you find your audience, but it may be that behaviours, and the purchasing behaviour and other activities will help you target the most relevant people for your business aims.
With the Custom Audiences option, you are connecting with people you already know. These people may be your existing customers, or you may have their contact details through a previous campaign. You can use these people to develop relationships that will help you win new instructions.
This is a great tool because it helps you target people who have already shown an interest in what you offer, people who have visited your website or people who have used your mobile app (if applicable) before. This means you will not be “cold-calling” these people, you will be developing on an existing awareness and possible relationship. This should make it easier to engage and connect with this audience.
There is a lot to be said for the Lookalike Audience option because this allows you to connect with people who are comparable with your contacts and customers. It makes sense to take advantage of the insight you have already gained on Facebook to reach out and win more customers.
The Audience Insights option is of benefit because you can collect information about your existing audience, which can be used to narrow down on a new audience. Although each client is unique, it is likely that there will be similarities between people who use your service to sell their home, and this should be of benefit in sending adverts out to similar people.
It is only natural that estate agents will have concerns about using Facebook ads for the first time, but it is intuitive, and the targeting process should be based on common sense. It is likely that you already have a profile of your likely clients and whether you have this written down or it is based on intuition, Facebook ads build on the same premise.
If you are keen to set up a Facebook campaign that helps you reach vendors and gain instructions, contact Agent Media and we will be more than happy to assist you.
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