Facebook Ads are a great way for real estate agents to grow their brand, generate more leads, and earn more sales. Learn what it takes to create successful ads!
What Are Facebook Ads?
Facebook Ads are a powerful marketing tool for real estate agents across the country. These social media campaigns provide brilliantly targeted advertisements to a specific audience, reaping a bountiful harvest of leads, new clients, and eventual sales.
There are two types of Facebook advertisements that real estate agents can use: sponsored posts and a right-hand column ad. Sponsored posts appear in the target audience’s News Feed on both the desktop and mobile versions of Facebook. Right-hand column ads appear in the right-hand column on the desktop version only.
Sponsored posts allow the target audience to view the ads while they are scrolling through their feed. Right-hand column ads are not as prominent as the sponsored posts, but they are fixed in place—they cannot be scrolled past like the sponsored posts can.
The Benefits of Facebook Ads
Facebook is an incredibly popular social media platform. According to a 2021 study by Oberlo, 2.80 billion people actively use Facebook every month, while 1.84 billion people visit the site daily. Facebook’s magnitude, as well as a real estate agent’s ability to target ads so precisely on the platform, makes it an excellent place to advertise and generate new leads.
Some of the ways Facebook allows agents to target their advertisements so precisely is through:
• Customized audiences
• Past behavior
How to Design a Successful Facebook Ad
Quality copy, an emotional appeal, and beautiful imagery are a few significant elements in a successful Facebook Ad. However, the key factors behind effective Facebook advertisements do not stop there. To create a Facebook Ad that engages readers, drives follower growth, and boosts leads, agents should keep the following pointers in mind:
Like all successful advertisements, Facebook Ads should have a clear, singular call-to-action. The CTA can grab the target audience’s attention, or it can encourage them to take action.
Since the advertising is on Facebook, this critical step goes one stride further: encouraging the audience to make the brand a part of their regular consumption. For example, let’s say that the CTA encouraged someone to Like and Follow the agent’s page. Once this is done, the user would see and consume the agent’s content daily as part of their scrolling routine.
An Eye-Catching Headline
Stand apart from the crowd by writing an ad headline that draws users’ attention. Some ways in which this can be done are by:
• Keeping the target audience in mind and writing specifically to them
• Keeping the headline crisp, clever, and conversational
• Avoiding headlines that are wordy, inauthentic, or boring
Be Thoughtful with Your Imagery
Some of the best advertising on Facebook feature content and imagery that complement each other in creative dance. This is usually done by creating tension or contrast between the written copy and the graphic.
It is also important to note that, while the image may be a direct contrast to the copy, it should still be relevant to the content and the ad as a whole.
Write a Description that Calms
Advertisements that outwardly tell people what to do ignite a sense of anxiety and even rebellion in users. Generate a description that is helpful, engaging, and does not give a command.
Write to Your Audience
A key piece of advice when writing advertisements on Facebook is to write to one singular person. Imagine your target audience summed up in one human being, and write to them. It may help to create a character sketch about this person before writing the copy.
The same rule applies to each ad. Rather than writing every ad to the same person, imagine a new character for each ad. Customize every advertisement to the target audience you are trying to reach.
Create Concise Copy
Internet users, and especially Facebook users, are not typically interested in reading extensive posts—particularly when the lengthy post is an advertisement. They will scroll past the long ad without a second thought.
Prevent this by writing ad copy that is crisp, clear, and to the point. Use language that is easily understood and formatting that is easily digestible. Do not waste your audience’s time: instead, show them the value of what you have to offer.
Some key factors to keep in mind while writing concise copy is to:
• Remember that you are not writing a carefully crafted novel. You are writing a quick and compelling advertisement on social media.
• Ensure that whoever sees your ad knows immediately what it is you are offering, how your service will benefit them, and what they can do next
Consider Your Personal Experience
Take an afternoon scroll through Facebook and pay special attention to the advertisements you see on your News Feed. Which ads pique your interest, which ads do you click on or look up, and which ads do you scroll right past?
You can glean a fresh perspective from friends and family members. Ask them which ads appeal to them, and talk about which aspects make those ads compelling.
Test Your Advertisement
One of the best ways to determine whether your ad copy is working is by testing it out. One popular method is by running two advertisements at the same time. Each advertisement is written to the same audience but features different content. Which one seems to engage your audience the most? Tests like these can help you fine-tune your copywriting skills as well as your advertisements’ effectiveness.
While testing your ads once or twice is helpful, a surefire way to ensure that your ads reach your audience and reap results is continual testing.
By testing your content repeatedly, you will not only refine your brand but will also refine your overall marketing strategy, your advertorial approach, and your reach. This means more leads, more clientele, and more sales.
The Key to Success is You
The benefits of advertising on Facebook are extensive when done right. Facebook Ads is effective alone, or as a supplement cold-calling, video-generating, extensively blogging, email marketing, SEO, and other marketing methods.
After all, with billions of active users, it is virtually guaranteed that your specific target audience is on Facebook regularly. Additionally, running Facebook Ads is very affordable, making them a valuable marketing method for real estate agents on a budget or just starting.
As if those facts are not enough, the ability to target an audience so precisely is unlike that of any other marketing platform.
Not only will a successful Facebook Ad campaign help you stand out from the sea of other real estate agents—it will enable you to get to know your audience better, generate more leads, grow your audience, build a more extensive client base, and reap more sales. What more could a real estate agent want in an advertising campaign?