Due to the fact that the real estate industry is rapidly changing and adapting over time to meet the changes in technology, it is vital that as an estate agent you keep your marketing tactics up to date to ensure you are staying ahead of your competition. We have produced a guide which highlights what tools and techniques you should use as an estate agent, in order to attract more landlords so you don’t have to keep those tenants waiting!
Facebook has become an invaluable platform for social media marketing for estate agents looking to generate new leads and connect with potential clients. With over 2 billion active monthly users, Facebook offers immense potential for real estate Facebook marketing and lead generation.
Generating real estate leads through Facebook has many advantages for agents and brokers. Facebook ads allow targeted outreach to high-intent prospects at a relatively low cost. Strategic use of Facebook groups also enables engagement with niche audiences.
However, many real estate professionals struggle to leverage Facebook effectively for lead gen. It requires an understanding of best practices around creating an online presence, running ads, nurturing leads, and more.
This guide will explore proven tactics for real estate lead generation on Facebook, including marketing to landlords.
Real estate leads refer to serious prospects like potential buyers, eager sellers, new landlords, and interested renters who have indicated interest in utilizing your services. We even show you how to generate valuation leads for estate agents.
Facebook presents a huge opportunity to generate high-quality real estate leads through targeted advertising. Strategically-designed Facebook ads promote your real estate business and listings to niche audiences that are more likely to convert to real clients.
For example, an ad specifically targeting first-time homebuyers in a certain postal code grabs their attention thanks to the granular location and demographic filtering. The ad copy convinces them to provide their contact information for future lead nurturing.
Similarly, Facebook ads aimed towards real estate investors and existing landlords can spark their interest in utilizing your property management services. Segmenting your ad campaigns by buyer personas allows laser-focused promotion.
The incredibly detailed targeting options available in Facebook’s powerful Ads Manager platform enables you to drill down to extremely specific groups within your target market. You can target by location, demographics, interests, behaviors, and more.
This ability to granularly target different types of real estate leads makes Facebook advertising tremendously well-suited for everything from buyer lead generation to seller lead generation. The platform’s immense reach and advanced targeting provides the perfect combination for generating qualified, high-intent real estate leads.
Here are some tips for generating real estate leads on Facebook:
The first step is to establish your professional real estate presence on Facebook by creating a Business Page. This real estate Facebook page allows you to fully showcase your brand, listings, and services to prospects.
Optimizing your real estate Facebook page for maximum lead generation requires presenting your brand in the best possible light. Include high-quality, eye-catching photos of current property listings to attract potential buyers and sellers. Writing engaging Facebook posts with valuable insider tips establishes your expertise. Clear calls-to-action invite visitors to contact your real estate business.
Strategically optimize the Facebook page for converting visitors into leads. Prominently display your real estate company’s phone number, email address, and lead capture forms to make it easy for prospects to get in touch. The page’s landing page experience can highlight current listings, testimonials, service offerings, and any lead magnets or downloads.
Adding buttons for easy lead capture is also recommended. For example, create a Facebook Messenger-integrated chatbot that responds to common questions and allows prospects to easily schedule showings or consultations. Integrate the Facebook page with your real estate CRM to seamlessly capture and manage new leads generated.
With a professional, conversion-focused real estate Facebook presence established, you can start attracting targeted audiences through paid advertising and organic engagement. This well-optimized page serves as the ideal lead capture mechanism for your Facebook lead generation efforts.
Successfully generating real estate leads on Facebook begins with targeting your ads to the right audiences. You need to strategically define your ideal customers and craft targeted campaigns around reaching those high-intent prospects.
For example, if you want to target first-time home buyers, your ideal audience may be millennials or young families in certain neighborhoods or price ranges. For generating landlord leads, targeting interests like “real estate investing” or “rental properties” is effective.
Get very specific in filtering your target demographics, locations, interests, behaviours, and more. This ensures your ads are only shown to real estate prospects more likely to convert into leads.
Another powerful tactic is creating Custom Audiences to target your existing spheres of influence. Build Custom Audiences from your website visitors, past clients, email subscribers, and social followers.
Then create lookalike audiences to reach new prospects with similar attributes. This lets you serve highly relevant ads to warmer leads with a higher conversion rate.
Strategically defining and segmenting your target audiences is key to successful Facebook ad campaigns. The more precise your targeting, the higher the ad relevance and lower the cost per lead. Focus your efforts on reaching the prospects most likely to become leads, clients, or referral sources.
Once you’ve defined your target audiences, the next step is creating compelling Facebook ads optimized for lead generation.
Experiment with different visual ad formats to determine what resonates best with your audience. Image ads, video ads, carousels, collection ads, and more can be tested.
For real estate, eye-catching photos and videos of property listings typically perform well. You can also use lifestyle imagery and text/graphic overlays.
The ad copy must be strategically crafted to grab attention and generate interest. Highlight the most appealing aspects of the property or your services. Include limited-time promotions, incentives, or cost savings to encourage lead capture.
Writing different ad variations and testing them against each other will reveal what messaging converts best. The visuals and copy together should clearly convey the core benefits you provide real estate prospects.
Incorporate clear, prominent calls-to-action in the ads like “Get Your Free Home Value Estimate” or “RSVP for Upcoming Open House.” Make it as easy as possible for motivated prospects to take the next step and convert into leads.
Thoroughly testing and optimizing your Facebook ads will maximize the number of relevant prospects reached and ultimately the leads captured from your ad spend.
To maximize your Facebook advertising ROI, you need to set up and optimize effective ad campaigns. Start by setting clear campaign objectives based on your goals, whether lead generation, brand awareness, event registration etc.
For lead gen campaigns, make sure to optimize for conversions by selecting relevant objectives like leads and traffic. This focuses the campaign on driving people to take the desired actions.
Facebook’s powerful Ads Manager platform lets you control all aspects of your real estate ad campaigns. Use its advanced targeting features to hone in on your ideal audiences.
Choose automatic placements or specify where the ads should be shown (Facebook, Instagram, Messenger, etc). Set up the optimal bidding strategy for your campaign objective.
Define an appropriate daily budget based on factors like expected costs per lead, conversion rates, and campaign duration. Monitor performance closely and make any necessary optimizations.
Leverage all the data in Ads Manager to understand which ads, targets, placements, etc. are performing best. Double down on what converts and eliminate what doesn’t. Continual optimization is key to successful Facebook advertising.
Running strategic ad campaigns optimized for your goals and audience will maximize your marketing ROI and the quality leads captured.
Beyond advertising, Facebook Groups represent an excellent way to connect with niche real estate audiences. Join relevant regional and topical real estate groups to access concentrated communities of prospects.
For example, introduce yourself in local buyer/seller groups and answer member questions about the housing market, listings, etc. Active participation in landlord groups provides direct access to your target audience.
The key is to provide value by sharing unique insights, local market knowledge, relevant articles, and helpful advice. Position yourself as an industry expert. This showcases your expertise to prospects already interested in real estate services.
Once you build authority, trust, and familiarity, interested group members can be converted into leads. You can invite them to continue the conversation privately for lead nurturing.
Many real estate agents find Facebook groups to be a highly effective source of referral business as well. Satisfied clients often recommend them, generating more leads.
In summary, strategically leveraging niche real estate groups provides tremendous opportunities for organic lead generation, relationship building, and referrals.
Let me know if you would like me to expand any other sections covering relevant keywords.
In addition to paid ads, organic Facebook posts represent a free way to engage your audience and attract leads.
Share local real estate market updates, listing highlights, homebuying tips, etc. to build your authority and credibility with potential leads. You can boost high-performing posts for additional exposure.
Useful or entertaining posts position you as an authoritative industry resource. This grabs the attention of prospects already considering real estate services.
Tailor content to your audience – engage first-time buyers with decor tips, landlords and investors with the latest regulations impacting real estate investing, etc.
Ask interesting questions or run polls to spark engagement. Respond to all comments and queries to provide value and build relationships.
Leverage Facebook Live for virtual open houses, market commentary, Q&As, and beyond. These demonstrate your expertise and humanize your brand.
In summary, Facebook posts allow you to flaunt industry knowledge, highlight listings, and connect with leads. This content marketing complements your Facebook ad strategy.
While the previous section explored general best practices for leveraging Facebook to generate real estate leads, social media marketing can drive results across various segments of the property industry.
For example, our mortgage startup client needed to build awareness and adoption for their new digital mortgage application. As covered in the following case study, we ran targeted Facebook and Instagram ad campaigns focused on reaching prospective homebuyers.
This enabled us to rapidly generate leads and sign-ups to support the app’s launch. The results highlight how paid social can be strategically leveraged across the property sector to achieve key business goals like lead generation.
While specifics like audience targeting and messaging may differ, the fundamental principles and best practices remain applicable. Social media presents immense potential to connect with prospective customers in the real estate ecosystem if harnessed effectively.
Once you’ve generated interest with your Facebook presence and ad campaigns, it’s time to capture those prospects as leads.
Facebook Lead Ads make it easy to collect lead information seamlessly within Facebook. Interested prospects submit their contact details and questions without leaving the platform.
You can also add lead generation forms to your ads or Facebook page. These allow capturing lead info like name, email, phone number, etc. Integrate these with your real estate CRM for organized lead management.
Retargeting engaged users or website visitors with specialized offers and incentives further encourages lead capture. Show relevant listings and content to prospects after ad clicks to nurture them.
Leverage custom audiences to send exclusive promos by email or Facebook Messenger to warm leads. This gives an added nudge to convert.
In real estate, free home valuations, market reports, open house invites, and webinars make compelling gated offers in exchange for lead contact info.
Strategically capturing lead information for future nurturing is the first step to converting prospects into satisfied real estate clients.
To nurture and convert leads into sales, it is important to continue engaging with them through relevant content and conversations. This builds trust and keeps your business top of mind as they move through the buyer’s journey. Some key tactics for lead nurturing include:
The goal is to continue providing value to leads, building relationships and staying top of mind until they are ready to make a purchase decision. Personalized, relevant and consistent communication is key throughout the lead nurturing process.
To successfully convert more of your leads into paying clients, focus on building relationships, understanding needs, and providing value throughout the sales process. Some key strategies include:
With a strategic, personalized approach, you can build relationships with prospects and guide them through the sales funnel – turning more leads into satisfied clients.
Property Webmasters was engaged by a mortgage industry client to support the launch of their new digital mortgage application. The app provides users exclusive access to broker deals and documents to assess affordability.
As a start-up, our client needed to rapidly build brand awareness and attract users to maximize the app’s launch success. We decided paid social media marketing was the optimal channel given the target demographic’s high social media usage.
We focused our efforts on Facebook and Instagram ads to reach our client’s target audience of prospective home buyers and mortgage borrowers.
Additionally, we leveraged micro-influencers within the financial space to expand reach and credibility.
In just 4 weeks, the paid social media marketing campaigns delivered tremendous results:
The lifestyle-focused messaging proved effective at building awareness and trust. Retargeting users ensured repeated brand exposure and conversions.
Given the successful launch results, we are continuing paid social efforts along with influencer collaborations to grow the user base. Expanding into additional platforms like Twitter and YouTube is also being considered to extend reach.
Continual testing and optimization of targeting, creatives, and messaging will maximize marketing ROI. We are focused on sustaining lead and subscriber growth as our client establishes their app in the market.
Paid social provided the perfect channel to rapidly scale lead generation and app adoption for our mortgage startup client. The targeted, lifestyle-focused campaigns succeeded at grabbing attention and driving conversions amidst the competitive market.
Facebook presents immense potential for real estate professionals to generate high-quality leads. With over 2 billion active users, precise ad targeting capabilities, and powerful organic reach, Facebook enables agents and brokers to connect with serious prospects.
This guide explored proven tactics to leverage Facebook for real estate lead generation, including:
In summary, agents who strategically leverage Facebook assets like ads, groups and posts – combined with thoughtful lead nurturing – can generate a consistent pipeline of interested prospects to grow their business.
By Ben Spowart
By Ben Spowart
By James Sheldon