Facebook Ads for Real Estate Agents – they can work if you do it right. You can dominate your local area – if you do it right. The right way is not the way most real estate agents do it. The right way is almost the opposite of what most agents do.
WHAT HAPPENS WHEN YOU PUT YOUR LISTINGS ON FACEBOOK
This is what so many real estate agents are doing. It’s really not a wise thing to do. I see it all the time. And I don’t like seeing it because I’m not looking to buy a house right now. Who wants to see advertising when they’re trying to look at pictures of friends and family. Posting real estate listings on Facebook is like standing up at a party or a wedding reception and asking if anyone wants to buy any of your properties. Do you really want to fill people’s Facebook news feeds with advertisements that show houses for sale? People who are not looking to buy a house don’t want to see that. Would you want to see that if you’re not interested? Of course not. What happens when you put your listings on Facebook? People get tired of it and even annoyed. That’s not good.
SHOULD YOU USE FACEBOOK AT ALL?
Probably yes. It’s not a necessity if you have other things working well. But it can be extremely effective. It’s a good way to make connections. You can even use ads if you do it right. Plus, you can use the retargeting capabilities to focus on people who are actually interested in your listings. This is probably the most powerful and effective method available today. Anyone using retargeting on Facebook is miles ahead of those who don’t.
GET ATTENTION AND LEADS BY OFFERING SOMETHING OF VALUE
What do YOU have that would make your potential clients choose you over anyone else as a realtor. This is the question in people’s minds when they are choosing a realtor. So give them an answer. Do you know the answer? If not, figure it out. You need to define your unique selling proposition. Why should someone hire you. It’s not just a tagline. It should be a well thought out reason. It should be genuine and real. Everyone is unique. Bring your own unique qualities to your customers. Share that in your marketing including on Facebook.
INVEST SOME TIME AND MONEY TO GET INFORMATION BACK FROM FACEBOOK
Get started with it. Don’t put it off. It’s common and it’s human nature to procrastinate. But this is too important to put off till later. Your competitors are probably putting it off too, but that gives you an advantage. So get going.
Don’t think this is not important enough to spend time on. This is what you’re supposed to be doing. This is a process to acquire leads and clients. It’s not a waste of time. It’s only a waste of time if you do it wrong. But the upside is so great that you can’t afford NOT to do it. It may seem like you’re supposed to be showing homes and helping with forms and closings. But you need buyers and sellers to do that. So you should be involved with your marketing. That’s just about as important as your other duties.
You need to be FUN and ENTERTAINING. At the same time you’ll be branding yourself and getting the word out that you are the local realtor that helps people. Remember it’s all about the reader. The potential customer. Not you and your business. Especially because this is social media. You need to post what people are interested in.
POST WHAT PEOPLE ARE INTERESTED IN
How do you get someones attention? Talk about what THEY are interested in. It may seem incorrect to run Facebook posts and ads that aren’t even focused on your business. But that’s exactly what you have to do. Way too many people don’t know this. You’ll leave your competition in the dust when you realize this and start practicing it.
You build connections and build up trust. To do that you need to give first. Help people. Eventually good things will come back to you. People will trust you more and think of you as a leader or a go to person if you give them useful things. Give them something of value. Something no one else is giving them. It works! What do you have that they would value? Simple things that are useful and quick are the best. A tip sheet for buying or selling a home. Information about loans and mortgages. Or maybe just friendly advice. What about for the buyer who is new to town. You can easily offer help with information about the area. Schools, churches, shops, and restaurants. Inside information that you have that maybe even the chamber of commerce doesn’t know.
GET YOUR PHONE RINGING SO YOU DON’T HAVE TO CALL POTENTIAL CLIENTS. LET THEM CALL YOU
When you start to dominate in your area you’ll be the one agent that people are calling. The agent that’s well known is more likely to get the calls. You can use Facebook to become well known. Do that by making connections and helping people. That’s the fastest and best way to get there. If everyone else is trying to sell while you’re trying to help, who do you think will be the favorite?
WHEN TO POST A LISTING ON FACEBOOK
I know I’ve said that you shouldn’t post your listings on Facebook (which is what almost everyone does). But there is one scenario where it’s OK. When you’re running an ad to people who are already interested in buying then it’s OK. How do you know who’s interested in buying? By using the retargeting method in Facebook. Retargeting is showing your ads only to a group of people who visited your website or engaged (liked, commented, shared your posts or page) with you on Facebook. You can also retarget to people who viewed your videos a certain length of time. By using retargeting you’re not annoying people who are not interested. You’re only showing your ads to people who are interested. You know this because of their previous actions that Facebook lets you track. Another advantage of using this method is that it’s much cheaper to run these ads because you’re not wasting your money showing ads to uninterested people.
You cannot use retargeting with a free post. It only applies to a Facebook ad. However, you can create a post that’s used only for an ad and doesn’t appear on your Facebook page.
NOW GET STARTED WITH YOUR OWN FACEBOOK ADS
First make sure your Facebook page is set up and accurate. Get a nice picture for your profile and cover photos. Put up a couple posts. Not ads. Just posts that are friendly and informative.
Next get your ad account set up. Facebook will walk you through this if you click the “boost post” button or any other blue button on your Page that says something about promotion or reach more people.
Get your retargeting code into your website by creating your Facebook Pixel. This is within the ads manager. A couple of clicks and your pixel will be created for you. Then just copy the pixel code and paste into the header of your website. You’ll need to create some custom audiences before running ads to them.
Don’t just set up retargeting. Use it! If you already get website traffic you’ll be automatically building up a list of people who are interested in your services. You can show Facebook ads to those people while they are on Facebook. If you don’t get much website traffic you can run Facebook ads to drive people to your website. The ones that go there are the ones that are interested and you’ll be able to retarget them.
Remember to be giving on Facebook. That’s probably the most valuable advice you can get if you want to be effective with your Facebook advertising.