Facebook is great for connecting the world, but if you are an estate agent looking to connect with homeowners in your area who want to sell their home, the whole world is of no interest to you. The only people you want to connect with are homeowners in your area who are selling their home.
You can create content aimed at this audience, and all your business details should list where you operate. This will help to weed out people who aren’t of interest to you, but when it comes to connecting with the audience you want to meet and help, Facebook adverts are ideal.
At Agent Media, we are pleased to say we have helped many estate agents run Facebook ads aimed at their audience, leading to instructions.
Reach the people who are most important to you
Facebook adverts allow you to target key demographics, including the following attributes:
• Marital status
• Family size and age
Location likely jumps out at you, and if you only want to reach people close to your office or in a specific location, it should be central to your advertising activities.
Depending on your audience or who you want to reach, some of the other demographics might be of benefit. If you are keen to target first-time buyers, the age group is going to be of great interest to you. If you want to appeal to a specific family size or type; the family size and age is a great option.
Move prospective clients into a valuable list
Facebook ads can be of benefit and value by increasing awareness of your company, but you should take the opportunity to develop a relationship with the right people.
When you run ads, don’t just ask people to follow you on Facebook, offer to send them something that is helpful.
If you want to gain instructions from local homeowners who want to sell their home, offer them a guide, or a checklist or a free property valuation that will assist the homeowner sell their home.
This is of value to your audience, and it will help them find a suitable agent and ultimately, sell their home. You will find most people are more than happy to share their email address or contact number to receive this guide.
Your ad should drive towards making personal contact with your audience, while showcasing how you can sell the clients home.
Facebook is an affordable option
While the cost of Facebook advertising has risen in the past decade, it remains an affordable option for firms of all sizes, and it offers value for money.
As you can set a daily or total budget for an advertising campaign, you don’t have to worry about spending too much. At times you might need to increase your advertising expenditure to reach a suitable number of people, but if you do, you are in complete control of your expenditure.
The ability to set your budget, and the affordable nature of Facebook ads in relation to the results you achieve, make it a great option for estate agents.
The ads run when and how you want
You have a high level of control over Facebook ads and when they run. If you are encouraging people who see your advert to give you a phone call, you might decide to only run the advert when you will be in the office to take the call.
You might decide to not run the advert at weekends. You might decide to only run the advert at weekends. You might research the time your audience is online most, and you can tailor the time when your ads run to correspond with this time.
You can also stop the ads at any time. If something changes, or you need to pause the ads, you are in complete control.
You can also make changes to the adverts, which is perfect if you are unsure about a certain element. Sometimes a small change can have a massive impact on the success you receive in running an advert, and with Facebook ads, there is great flexibility in running ads.
You can place adverts in front of people who have previously visited your website
Driving people to your website is often deemed as a success for estate agents, but if people don’t contact you there and then, they are often lost to you. This doesn’t mean that the person no longer wants to sell their home, or doesn’t like you as an agent, there are a million reasons why a person might log off from a site without making contact.
Unless the person remembers you or stumbles across your advert again, they might be lost to you. However, Facebook ads, through the “retargeting” process allow you to place adverts in front of people who have visited your website before.
You might want to run ads that target people who have visited your Facebook page or who have engaged with you in some way in the past.
When you reach out to this audience, they already know you and area aware of what you do and offer. Therefore, you can be more direct in how you communicate with them, and this might help you win an instruction.
You can clone the audience you wish to reach
If you already have an email list of clients, you can create a “lookalike” audience via Facebook adverts. This approach mirrors the characteristics of your existing audience, helping you find new prospective clients who have things in common with the people who have previously or currently use your services.
Learn about your audience
Analysis is helpful for all firms, including estate agents. Facebook collates a lot of statistics relating to your ads, and by studying this information, you can make more successful ads in the future. Facebook insights help you achieve more success while lowering how much you spend. This is an outcome that all estate agents will approve of, and it is just one of the reasons why estate agents should use Facebook advertising to reach their local audience.
If you are an estate agent looking to win instructions and gain new clients, you need to harness the power of social media adverts. At Agent Media, we are social media 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 you can create posts that help you win instructions and ultimately, sell homes in a challenging time, contact us today.