Step by step guide on how to create a Facebook advert promoting a virtual valuation service

If your estate agency is now offering a virtual valuation service, it is vital you spread the word. This is a new service for many agents, offered as the industry comes to terms with restrictions associated with dealing with COVID-19.

There is a strong chance many potential clients are unaware of this service, and clients are unaware that you offer this service. It makes sense to create a Facebook advert which promotes a virtual valuation service, and we have a step by step guide for you.

Start creating your advert via Facebook’s Ad Manager

In Facebook Ad Manager, select a New Campaign and then click on the CREATE button to the left of the advert types.

Knowing the objective of your campaign helps, and there is a range of objectives to choose from. By selecting an objective, you inform Facebook about what you want to achieve. The range of Facebook ad options are as follows:

  • App installs
  • Brand awareness
  • Conversions
  • Engagement
  • Lead generation
  • Messages
  • Reach
  • Store traffic
  • Video views
  • Website traffic

More than one of these objectives are likely to be relevant to your needs, but when you are promoting a virtual valuation service, lead generation is an excellent choice. Brand awareness, website traffic, reach or conversions can all be argued for, but you are looking for people who are interested in the virtual valuation service you offer.

Therefore, selecting lead engagement is a suitable strategy.

Choose your audience

If you have a target audience in place for Facebook, use this. You can target people who are already in your contact database, or you can reach people who have previously visited your website. If you need information on how to install a tracking pixel on your site that will help you develop a Facebook audience, please contact Agent Media today.

However, if you don’t already have a target audience, don’t worry. With a lead generation advert for a virtual valuation service, you should look for people who have an interest in the property market, and in selling their home.

Targeting people who already follow your service is a good idea, but to make the most of this opportunity, you’ll need to venture further.

There is a wide range of targeting options available on Facebook including age, location, gender, languages, relationship, education, work, financial, home, life events and interests, among other topics.

By tailoring these options to better fit with your likely audience, you can increase your chances of connecting with people who need your service.

Set your budget

It is crucial you set a budget you are happy with. You can choose a daily budget or a lifetime budget with Facebook advertising.

With the daily budget, as the name suggests, you set a limit on how much you will spend each day. With the lifetime budget, you set an upper limit on how much you will spend over the course of the campaign, and Facebook will spread your expenditure out over the length of the ad.

Schedule your ad

You can start running your ad immediately and continuously, or you can customise the beginning and end date. It is also possible to set parameters to ads only run at specific times or on specific days of the week.

Set your optimisation and pricing for the ad

You can choose whether you want to bid on your objective, clicks or impressions. With a lead generation advert, setting it by objective is likely to be the most effective.

Set how the ad will be delivered

There are two main delivery types with Facebook ads, standard and accelerated. With the standard delivery, your ads are shown throughout the day, but with accelerated delivery (which is only available with manual bid pricing), your ads will reach your audience faster.

You are then asked to select your lead ad format and you can choose from carousel, single image, video or slideshow. Again, these are all suitable options, but for simplicity, a single image is more than okay to make the offer and attract attention.

If you choose a single image ad, the following design characteristics are recommended by Facebook:

  • Text: 125 characters
  • Ad Headline: 25 characters
  • Image ratio: 1.91:1
  • Image resolution (including CTA): 1080 x 1080 pixels

Displaying your ad

When you have selected your type of ad, the Ads Manager asks you to select how you want your ads to be displayed. You can choose between:

  1. Desktop News Feed
  2. Mobile News Feed
  3. Desktop Right Column

You will see there is a window on the right side of the screen which previews your ad when you are in the process of creating it. You will be asked to create your headline, the copy of the advert and you should place a Call To Action at the foot of the advert.

A good lead generation ad will have a contact form, and you will find this by scrolling down. You can add a title for your form, you can create an intro, you can add questions, the privacy policy for your company (which is a requirement for Facebook ads), and you can also add a thank you screen. The user will see this when they complete the form and submit it to you.

In the Intro section, you should explain why people should fill in the form.

For a virtual valuation service, you should explain the benefits of having your property valued virtually at this time. While the property market is experiencing a slowdown right now, there are buyers researching homes.

As a vendor, you want to be ready to benefit from the presence of these buyers, which means you should take steps to prepare your home for a sale. The valuation process is crucial, and while agents cannot currently attend properties to value a home in person, virtual valuations can be carried out.

While the lockdown will hopefully be lifted shortly, virtual valuations are likely to become a staple part of the property market industry, and a service you should offer. Estate agents should provide an instant valuation service on their website, as this is an effective lead magnet.

A virtual valuation will serve as the next step up for people considering selling their home. Providing a virtual valuation service allows you to connect with vendors who are slightly further along the sales process, but who are still looking for an agent to help them sell their home.

Your introduction section should detail the benefits of a virtual valuation, and why it is a highly effective for vendors to begin the sales process.

Once the form has been completed, click that you would like to collect organic leads. While this is an optional step, it is recommended, as it should help you collect leads which are more relevant and useful to your business.

After this, you can click finish in the top right-hand corner, and you will be asked to confirm you have completed the ad. When you are ready to finish the ad, click confirm.

Tips on creating a Facebook leads advert that converts

If you are looking to generate leads, you want to enhance your chances of people signing up. A great way to get people to sign up is to offer them an incentive.

Offer an incentive

Your virtual valuation in itself is a fantastic incentive for people to provide their details to you.

For no more than their contact details, people can arrange a virtual valuation, which will place a realistic valuation on their property. If you would like to add more of an incentive, create a guide filled with tips on presenting a home when selling or a checklist for the sales process. The more value you can offer, the more likely it will be that people sign up with you.

Use compelling content

While an attractive incentive is helpful in persuading people to sign with you, by itself, it may not be enough. You need to use an attractive photograph, and you must ensure you choose the best format. If you have a lot of images you wish to share, the carousel format is of benefit. If you would like to offer more details in what you offer, a short video clip is likely to convert best.

Keep things simple

If you offer a form to your audience, you must ensure the form is simple. The easier the form is to complete and submit, the more likely people will do so. However, if the form is complicated or seemingly complicated, people will not provide.

Consider the least amount of information you need to still connect with people in a worthwhile manner, and only ask for this information.

Plan to follow-up

Studies find that a swift follow-up is important in improving your chances of converting. Following up with information or arranging to agree a time and date within the hour will help you achieve better results.

Analysing with Facebook’s Ad Manager

All campaigns should be monitored and analysed, and the Ad Manager on Facebook is an effective tool. The dashboard provides an estimate on how much you are spending per day, and you can quickly see figures for the reach, frequency and cost of your ad.

Some of the leading metrics to consider when running an ad include:

  • Apps
  • Clicks
  • Engagement
  • Events
  • Performance
  • Settings
  • Videos
  • Website

If you are keen to run Facebook ads which promote your virtual valuation service, we can help. At Agent Media, we are pleased to say we are supporting a range of estate agents across the country. If you want to connect with your audience and promote your services, contact us today.

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