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4 Ways Real Estate Developers Can Get The Most Out Of Facebook Advertising

If you aren’t advertising on Facebook yet, you’re missing out.

Facebook has 1.13 billion daily active users. On average, active users spend 50 minutes on Facebook per day.

This is where your home buyers are, and their Facebook profiles & behaviors offer many ways to find them. To start, Facebook can identify potential prospects by self-reported demographic information like age, marital status, and location. To further define potential prospects, Facebook can also identify what they are interested in with data about their browsing behavior.

Facebook knows your prospects have been searching for a home, and it gives you the tools to keep your community or development front and center while they are on their search.

How To Get The Most For Your Budget

  1. Set Some Goals
Facebook offers several different advertising options according to your goals:
  • Are you looking to generate some buzz for your new community?
    • A Brand Awareness campaign can help you reach people who are likely to be interested in your project.
  • Are you looking to build your lead list before you even launch a landing page or website?
    • A Lead Generation campaign can capture names and email addresses, without ever leaving the Facebook app.
  • Want more sign-ups from a form on your website or landing page?
    • A campaign driven by Conversions will focus on finding people not only interested in your business, but also likely to fill out your form.

Having clear objectives and understanding your goals will ensure that you spend your money on a campaign that’s most beneficial to you.

  1. Identify Your Target Audience(s)
Think of your advertising campaign as a short pitch you’re giving to your prospects. Before you even say a single word, isn’t it important to know who you’re speaking to?

Targeting one or more customer personas will dramatically increase the likelihood that your message will be heard and understood by a home buyer. If you understand who your ideal customers are, you can craft messaging that will resonate with them.

Here are some things to consider when building your audience:
  • Age
  • Parental status
  • Household income
  • Location
  • Interests
  • Employment
Facebook has an infinite amount of combinations when it comes to demographics and interests targeting. Heading into a campaign with a game plan gives you the most bang for your buck.

  1. Set Up All Tracking Available
How else are you going to know what’s working and what’s not?

Facebook’s tracking pixel is more important than you may think. Sure, you can (and should) set up custom tracking parameters in Google Analytics to measure what people do on your website or landing page when they get there. However, Facebook’s pixel will allow you to then optimize your ads for the actions you want (mentioned in point #1).

Facebook’s pixel generally has one segment for tracking hits to your website or page, and another component for tracking specific events (form submissions, purchases, etc.). Once these are set up, improving your campaign performance over time becomes much easier.

  1. Test, Review, & Adjust

It is highly unlikely that your campaign is going to be perfect over the first couple of weeks of launch. That’s OK! Making adjustments is the key to any campaign’s performance. In doing so, don’t solely measure the initial campaign goals. Review some secondary performance indicators, like how users are engaging with your ads, and what they are doing on your website once they get there. From your findings, test different things like messaging, audience size, and ad creative, until you find the combination that best helps you sell homes.

Interested in learning more about how Facebook can help you succeed faster? Contact us today.