At Property Webmasters, we understand that generating quality leads through Facebook is not easy! That is why we have put together a guide full of all the essential things you NEED to be taking advantage of!
Since the start of 2021, there have been a whole host of new exciting opportunities for those within the real estate industry. From iOS and platform updates to new trends and demands of the market, if as an agency you aren’t taking advantage and adapting your marketing strategies to these new developments it could not only be putting your market efforts way behind your competition but potentially be the reasoning behind you not generating quality leads for your agency!
One key opportunity we have taken advantage of in the last year and a half is that there has been a large increase in the amount of time that people are spending on Social Media. Research by Global Web Index found that we are seeing a huge increase in people checking social media across all age demographics; 27% among Gen Z, 30% among Millennials, 29% among Gen X and 15% among Boomers. This only means one thing for Estate Agents, that more and more of your target audience are online, meaning that there has been no better time than now to start utilising platforms such as Instagram and Facebook.
Why? An increase in social media usage means increased reach, greater prospecting potential and a wider variety of placements that can be utilised for remarketing. If run effectively Facebook campaigns can result in unparalleled results in terms of generating leads for both buyers and sellers.
Throughout this guide, we’re going to show you all the essential things you need in order to successfully run and make the most out of your Facebook Campaigns.
Pixel tracking allows you to trace all website visitors so that you can remarket to them directly on Facebook. Not only can you track who has been on to your website, but you can also track the actions they took whilst navigating, such as the specific pages they visited and how long they spent on a page. Why is this important? Retargeting to previous visitors is essential, typically customers don’t enquire the first time around and enquire once they have engaged or interacted with you a few times. Without the pixel, you are unable to run dynamic product ads, for more information regarding dynamic ads click here. The Facebook Pixel is an essential tool for generating quality leads and if it is something unfamiliar to you, please ensure that this is set up as soon as possible!
Not only does the Facebook Pixel allow you to track and retarget your audiences, but it also allows you to optimise your campaigns and build more specific custom audiences for future campaigns further down the marketing funnel.
When first setting up Facebook campaigns it can seem a bit daunting and to be realistic not everything will work perfectly the first time around! That’s why it’s vital to have the Facebook Pixel in place to not only benefit you in the short term but to help you gain a better overall understanding of your audience and optimise your campaigns for an improved long term ROI!
Within your Facebook campaigns, it’s essential your content is informative, engaging and relevant. If you fail to engage your audiences, you will not generate leads! Put yourself in your audience’s shoes, would you make an inquiry to a business if their marketing efforts were lazy, dishonest and irrelevant? Your customers need to feel like they are missing out if they don’t enquire with you! Boast about your service, shout about what makes you stand out from your competitors but remain honest! Customers value transparency and trust and you’ll be found out if you fail to follow this. Avoid huge chunks of text, keep it short and intriguing and make the customers want to find out more.
Content is king! Be creative.
One of the best practices for content is to ensure that it is aligned with your creative. If your creative is images of a property/development you are looking to sell and your content is based more on the area, this will make your campaign less relevant and is something you want to avoid especially when retargeting. Tell them exactly what to do next, CTAS are the clear pathway to an enquiry and it is crucial that the audience is left knowing exactly what they can do next.
For all campaign objectives whether it be focused solely on brand awareness or Lead Generation, having high quality and engaging creatives for your campaigns is key. Put yourself in your audience’s shoes and think about what you would click on… If your audience sees your campaigns and the creative is poor quality, blurry or just portrays the wrong messaging this could influence the success of your campaign.
When selling property it is important to keep in mind that this is one of the most important and expensive purchases a customer can ever make and that it is not something that someone is going to buy off the hook unexpectedly. Dynamic display campaigns are a great way of re-displaying past/similar properties that your audience has viewed back in front of them. Not only is this great for remarketing but it is also great for engagement as it will get users that may have not had the intention to revisit back on your website.
Another way you can make the most out of your creative is by utilising video view campaigns. With research from Biteable showing that real estate listings with videos receive 403% more enquiries than their videoless competitors, this is a huge percentage of the enquiries you could potentially be missing out on, just due to the lack of videos within your campaigns. This is not the only way that video campaigns can benefit you in terms of generating leads. Once your video views campaign has been live for some time you can then retarget to those who have viewed 25%, 50% 75% or 95% of your video, allowing you to direct specific campaigns towards those who have shown a clear interest in your content. From these audiences, you can also create lookalike audiences based on their characteristics in order to prospect new customers who are most likely to engage.
For lead generation, good images are crucial to the success of your campaigns. When selling a property, you need to consider that this is one of the most important and expensive purchases a customer can ever make. Would you be interested in a property that looks unappealing? Good quality images are essential, but what is featured in the images is equally as important. Wondering how to get your home sale-ready? For five easy steps to how to get your home sale-ready, click here.
Like most things, you need to invest in order to see results. Paid Facebook & Instagram campaigns do need some sort of Investment. This may deter agents from wanting to invest anything at all, but if you’re not willing to invest money into your own business, how can you expect your estate agency to grow? Obviously, the bigger the investment, the better results you will see, but you can run successful campaigns for as little as £100! Once you see the results that can be achieved, your confidence will grow and you’ll be wanting to invest more.
Unlike other channels with the help of detailed targeting and custom audiences, Facebook allows you to be specific with your targeting so you know exactly where your budget is being spent, ensuring it is not going to waste!
Once you have made one sale through Facebook, your investment will be repaid! Don’t let the time taken for a conversion to pay off put doubts in your marketing. Buying a property is a huge investment and decision, the ROI from your campaigns can be substantial!
Patience and consistency is key!
If you make one sale through Facebook, your investment will have been paid off for an extensive amount of time. Don’t let this feel like an outgoing cost that you’ll never get back, see it as an investment that will pay off in the long run.
The final essential step to making sales directly on Facebook is a comprehensive and well thought out strategy. It is important to recognise how the process works and what steps you need to follow and have in place before you can start generating good quality leads on Facebook. Your social strategy should replicate a ‘marketing funnel’ and acknowledge there is a process that needs to be followed. You can break campaigns down into 3 separate objectives.
The first is brand awareness. Has your estate agency been getting enough exposure, are people familiar with your business, do you have a reasonable page following? If the answer is no, then you must first concentrate on this before moving towards your next objective.
The second is traffic. How much traffic are you currently getting to your website? If it’s a lot then great, there’s no such thing as too much traffic! If it’s not enough then you need to focus on this. Successful traffic campaigns can lead to a huge surge of web visitors. Usually, these are people who have never been on your website before. In some cases, these web visitors may result in enquiries the first time of asking. What is more likely, however, is that they take a look at your website, see what you have to offer and then they continue with their day and move on to something else. These people have now shown intent with your business, but a number of factors may have contributed to why they haven’t led to a conversion.
Now you have attracted people to your website, it is now time to implement a remarketing strategy for them, this can be done on Facebook & Instagram. When done right, this will generate hot quality leads ready for your team to make sales!
‘Your audience is 70% more likely to convert with Retargeting…’
Unfortunately, we can’t give away all of our secrets, but if you are interested in a helping hand with your social media marketing strategy, you can click here to speak with one of our growth consultants.
Other marketing channels such as Email Marketing, SEO & PPC all help towards generating leads and sales for estate agents. How does it help with Facebook? Running other marketing campaigns alongside social media marketing allows you to put more budget into specific areas, such as remarketing and lead generation. If your website is already receiving a good amount of traffic, your social media strategy can focus purely on lead generation, the third and final objective of your strategy. See how we transformed an agency in 3 months by using a variety of marketing platforms here…
Previous experience running social media campaigns isn’t essential but it would be preferred. Running social campaigns without already having done them before, means that you are likely to make a few errors before you start to realise exactly what it is that you need to do. Like anything in life, the more you do something the better you will get. There are lots of guides out there but nothing will replicate actually having the experience of doing it yourself!
Sales take time! If you are looking for a quick fix, this is probably not the avenue for you. The average time it takes to sell a home is around 4 months, so you need to be patient and give the campaigns time. It’s important to manage your expectations of what can be achieved. Facebook campaigns are an amazing tool for generating leads, but you need to be realistic still. It is possible to generate leads in the first week, but the time to convert that into a sale at your end could mean that your investment isn’t paid back for a few weeks or months, but this depends on how good you are at selling!
To conclude, when done right, all of the above can help bring your estate agency high-quality leads which WILL ultimately bring sales to your business. Facebook allows you to advertise directly to the consumer. This means you are not having to shell out money to a middle man, such as property portals where results aren’t guaranteed and profits can be shared. Facebook is a platform that should be taken seriously in terms of its capabilities of generating sales for your business. Lots of estate agents still aren’t utilising Facebook and they are lagging behind those that are. The ones that are running paid Facebook campaigns are ahead but this doesn’t necessarily mean they are running these campaigns effectively.
At Property Webmasters, we are experienced and have proven with our results for our clients that we are social media experts and we are trusted to do this on their behalf. If you would like further information from us in regards to this, please click here.