Facebook Ads

 Facebook Ads Immobiliare: how to take the first steps

More and more companies in the real estate sector are choosing Facebook as the main online promotion channel, giving up the classic Google AdWords and other forms of paid advertising. The main advantages of opting for a real estate Facebook Ads strategy are above all its low cost and ease of use, which is within everyone’s reach. To structure marketing campaigns that are truly effective and successful, however, it is necessary to understand how you can create a real estate Facebook Ads ad in order to attract as many users as possible.

You need to know that Facebook can become a powerful lead generation tool for real estate agents. According to Zephoria Digital Marketing, there are over 1.79 billion monthly active users worldwide and five new profiles are created every second. And that’s not all: users spend an average of 700 minutes per month on the platform!

The platform’s success convinced companies to spend 122 percent more per ad unit on Facebook than the previous year. So now is the time for you to invest in Facebook ads too.

Easier said than done?

Approaching Facebook real estate listings may initially worry you, but this article will show you how to easily create various types of ads based on your business goals. Sure, it’s nice to think that finding qualified leads can always be zero cost, but sadly that’s not the case.

The secret is to stand out! But you can’t do this if people can’t find you, so you need to create effective ads with certain characteristics. Don’t worry, you’ll have to spend a lot less than you think to increase your lead conversion.

The data tells us that Facebook advertising can do great things in terms of traffic and revenue, but what’s the strategy behind it? How can you maximize your budget to make sure you don’t waste time and money on campaigns that don’t pay off?

Pre-advertising strategy: what you need to know before creating real estate Facebook Ads ads

As this Facebook for Business chart shows, the advertising campaigns set up through the platform follow a common structure. If your initial goal changes, your ad setup may differ slightly, but each ad will follow a similar path:

  • campaign: choose the main objective of your ad, the URL or address associated with it;
  • ad group: define the audience you want to target, the budget and the time period you want to run your ad;
  • insertion: insertion in the announcement of the title, content and images.

6. Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

7. Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

8. Create your ad group

This is a great way to define the audience to show your ads to. For example, if your customers live in Florence and are between 30 and 50 years old, they are of both sexes and speak Italian, these are the settings you will need to set:

real estate facebook

The first thing you need to do before taking the attack is to familiarize yourself with the Facebook lexicon, so here are some of the most important terms when it comes to your real estate Facebook Ads:

Actions

The number of actions taken on your ad, page, app, or event after the user viewed it. Actions can include page likes, app installs, conversions, event responses.

Advertising account

The set of all activities related to specific ads. Your advertising account includes several campaigns, ads, and billing information.

Ads management

The Facebook Business section is where you can create and manage your real estate ads set the budget, monitor the various advertising activities and much more.

Public

Your audience is the group of people you’re targeting your ad for.

Countryside

The name of the ad campaign you are viewing in the reports. Your campaign contains within it a series of ads.

Click

The total number of clicks on your ad. These can represent offsite clicks on your website, page likes, post comments, event replies, or app installs.

CPC

The “Cost per Click” is the average cost per click attributed to your ads.

Conversion Tracking Pixels

The conversion pixel is a custom-made JavaScript code that inserts a 1 × 1 pixel blank image on your website. When someone visits a page where you have installed a conversion pixel, the pixel will record the visit and related information. Conversion pixels are used to see if a user is converted on a specific web page.

Daily budget

The amount you are willing to spend on various ads on a daily basis. Each ad group will have a separate budget.

Total budget

By setting a total budget, you can choose an amount to spend over the life of your ads.

Impressions

The total number of times your ad has been viewed. It also includes multiple views of the same user.

Similar audience

This is a type of audience created by Facebook to help advertisers reach people, it responds precisely to the needs of your target. You can create an audience similar to your page fans or website visitors.

Coverage

The number of people who have seen your ads at least once. Reach differs from impressions, which can include multiple
views from a single user.

Target

The goal you have selected for your campaign reflects what you want to achieve with your ads.

Report

Reports document your most important advertising metrics and show you if you’re hitting your goals.

How to Create Real Estate Facebook Ads: The Beginner’s Guide

Now that you have a basic understanding of industry terminology, it’s time to take action. Then follow these simple steps one by one in the creation of your real estate Facebook Ads campaigns!

1. Set up a business page on Facebook

This thing is fundamental: a Business Page makes your brand professional. Also, without a Facebook business page, your ads will be limited to just the right column which won’t show on mobile devices.

2. Analyze the customers

Both online and offline. This will allow you to determine who your target customers are and what types of content they will need.

3. Select a property that is competitive and present it in an extraordinary way

Choose a property that is interesting from the point of view of market demands and that has good quality photos or videos. Unfortunately, a competitive and beautiful property but poorly presented will not attract much attention from users. For this, remember to strategically take care of the ad copy as well.

4. Log into your account

If you have already created it, log into your advertising account ( https://www.facebook.com/ads/manager/ ), otherwise, you will have to set one up following the instructions of Facebook.

5. Create your campaign

To create a campaign you have to click on the button at the top left of the Facebook page “Create Campaign”

6. Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration, and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads, and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

7. Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

8. Create your ad group

This is a great way to define the audience to show your ads.

9. Choose your ad placements

You have several choices regarding where to place your real estate Facebook Ads ad. In fact, you can opt for: desktop advertising; mobile feed advertising; advertising for partner mobile apps, and so on, with the ability to create ad hoc combinations or select all of them.

This will allow you to have more control over the placements that perform best, cutting the costs of those that perform less. Avoid using automatic placements, otherwise, Facebook will arbitrarily decide for you where to show ads and where not.

10. Set an investment budget

Decide how much you are willing to invest – per day or overall – for your ad group.

It’s important to remember that you need to give your ads time so you can achieve your goals. You can decide to go for a total budget of your ad, assuming you will be using it for a month. And if you don’t see the desired results, you can always change your strategy.

The “ Show advanced options ” option will give you even more shopping choices. You can also decide to post your ad at specific times and days of the week. This might be a good option for testing ad performance at different times of the day, and it can also give you a good idea of ​​when to post content.

11. Select the post to sponsor

This strategy assumes that you have already made a post on your Facebook page. In this case, just select the page you want to promote and the post of the page you want to sponsor. Within minutes, your post should be approved.

12. Define the type of announcement

Ok, the hard part is over, it’s time to have some fun! At this point, you need to decide how your listing will look. You can choose between several options:

  • carousel: create an ad with 2 or more scrolling images or videos;
  • single image: create up to 6 ads with a single image at no additional cost;
  • video: upload an ad with a video;
  • slideshow: a looped video ad with up to 10 images;
  • canvas: tell an engaging story by combining images and videos.

Finally, you can export a report for any campaign and this will give you metrics to refer to make future ads more effective.

EssenYou will see that making your first ad will be quite simple thanks to this wizard, but this is not enough, you must also make it attractive to your potential and current customers.

Here are seven super-effective tips to make sure you captivate audiences online.

1. Use videos

Video is certainly an under-adopted technique in the real estate market, but it provides context to your listings and inspires confidence. A live broadcast in which you present a newly acquired property is a great way to combine your need to promote the product and Facebook’s need to generate interaction with users.

Never forget that the visibility of your posts is proportional to the interaction rate. The more people watch, comment and share, the more your posts will have visibility in turn.

2. Go for Carousel ads to show more properties

If you’re not familiar with Facebook’s carousel ad format, it’s time to get moving! This ad format is perfect for any industry that focuses on visuals, making real estate an ideal candidate. The carousel format allows you to view a series of images in catalog format so that users can scroll and view multiple images to the side. The winning choice to promote your real estate ads!

3. Be as specific as possible

When you create your Facebook Ads real estate ad, it shows realistic images and explains to the consumer exactly what you are offering him, including information such as price, square footage, location, number of bedrooms, etc … Maximum clarity will allow both the consumer to perceive greater seriousness in the proposal, it is up to you to receive more precise metrics regarding the real interest in the advertisement of the property by users.

4. Use testimonials and reviews to instill confidence in your services

Immediately after completing a transaction with satisfaction for your customer, ask for a review. Do not let time pass, the more time passes the more the chances of the customer giving you a review will decrease. Then insert it in the ad you are promoting as a valuable testimony of a satisfied customer.

5. Use literally amazing images

You have to make sure your images are absolutely gorgeous! Choose high-resolution images and appeal to the lifestyle of the affected area or city to attract potential buyers. The image is the focal point because it is the first thing you notice. It is important that it is well defined and clear, it must not be chaotic but distinguishable even from a distance, it must attract attention even when scrolling the page quickly.

Remember that Facebook’s algorithm disadvantages images with more than 20% text. This tool allows you to verify that you are not overstepping this limit, avoiding nasty surprises in the very last stages before publication. So, prevent yourself by avoiding wasting time.

6. Make your brand recognizable

Your brand must be immediately visually recognizable. The user must be given the opportunity to immediately understand who the advertiser is already by looking at the photo, and even before reading the text. U then tilizza logos to emerge from the background, and do not enter the misleading images without any reference.

7. Create an explosive title

Last but not least: the title of the ads must be creative. The title can contain up to 25 characters, while for the text the limit is 90. With so few lines available you have to try to summarize as much as possible the message and what will happen when the user clicks on the link. For this purpose, it is very useful to insert a call to action that invites the user to perform some action, for example, “request a free quote”, “contact us without obligation” …

Conclusions

In the past, in the offline era, the only bulletin board on which real estate agents posted advertisements was that of supermarkets and the only way to meet new customers was to go door to door to distribute their flyers. Nowadays,  this strategy is obviously not enough anymore.

The authorized estate agents are deeply aware that, to be successful, their set of skills can not be limited to the sale of a property. Indeed, the ability to generate leads through engaging web marketing campaigns is vital for achieving success in the real estate sector.

Most real estate agents are not yet using effective strategies for Facebook advertising campaigns, so you need to take advantage of this situation to draw attention to your business and convert leads that your colleagues fail to interest.

That’s why we decided to show you how to create a perfect real estate Facebook Ads ad to help you stand out from your competitors.

At this point, you just have to put into practice what you have learned in this guide and let us know what results in you are getting in terms of traffic and lead conversion with real estate ads on Facebook. Let us know in the comments below!