Facebook Ads for Real Estate – 101

Facebook Ads for Real Estate – 101

10 Steps to building a Facebook Ad

Ready to build your brand and build your business? As Realtors, there’s a large audience to reach with a very specific need, so we need to be able to find the balance and target our buyers and sellers to find successfully.

One way to begin targeting audiences is through Facebook ads. Every Realtor should have a Facebook Business page of their own, which will serve not only to brand their business, but also as their platform to boost posts and send ads. There are three main pieces of the equation to create an ad on Facebook:

  1. Facebook Business Page
  2. Content
  3. Credit Card

That’s right – you must commit not only some time, but also some money, to post ads through Facebook. There are other ways to advertise on Facebook and gain organic reach rather than paid reach, but you can learn more about that here.

First off, give yourself a little time to brainstorm. Try answering these three questions.

  1. What is the purpose of this ad?
  2. What type of audience do I want to see my ad?
  3. What are the realistic success metrics for this ad (impressions, reach, leads, page likes, etc.)

Next, make sure you have content ready! You’ll need some basic text (Keep it brief and keep it interesting! Hook your audience with a fun tagline or reel them in with unique value added.) and visual content (make sure your graphics follow the 20% rule and include no logos, as those will not be approved). That visual content can change depending on the ad you deiced to promote; it may be a single image, a carousel of images or even a video. You can even use this tool to check your image/text ratios.

Ready to put all of this thought into action? We’ll walk you through the basics of building a Facebook Ad Campaign through your Business Manager Ad Account.

1. Open your ad account in the Facebook Business Manager

2. Select Create Campaign

3. Select a Marketing Objective: Name your campaign (creating a consistent naming convention for all future ads is a good idea!) and then select your marketing objective.

  • The marketing objective defines the rest of your advertising options in this process. As you can see, there are a handful of options to choose from, and frankly, it can take some trial and error to figure out what works best for your specific needs.
    • Awareness
      • Brand Awareness: Increase awareness for your brand by reaching people more likely to be interested in it.
      • Reach: Show your ad to the maximum number of people.
    • Consideration
      • Traffic: Send more people to a destination on or off Facebook
      • Engagement: Get more post engagements, page likes, event responses or offer claims.
      • Lead Generation: Drive more sales leads, such as email addresses, from people interested in your brand or business.
    • Conversion is less likely to apply to Real Estate agents, as it correlates more to the needs of ecommerce users.
  • What type of ad should you choose? What are you advertising and hoping to gain?
    • Open Houses or Listings: Here your best bet would be a ‘reach’ ad since the goal of open houses or listings is to get as many eye balls on your ad as possible. You can also consider engagement here.
    • Getting more people to a webpage: While less common, you would use a ”Traffic” ad if you wanted to send more people to a website, with your business website or a more specific listing page.
    • Getting Your Name Out There: Depending on the context and ad messaging, you would most likely chose ‘Brand Awareness’ or ‘Reach’.
    • Acquiring new contacts for leads: This is where you select ’lead generation’ to ask people to submit their name and email address and potentially other info to you. People won’t just do this, you need to offer them something tangible first.
  • After you’ve made your decision here, give your campaign a name and continue on!

4. Define your Audience: On the next screen, give your Ad Set a name. Now it’s time to define your audience. We gave some simple examples of ways you can narrow your audience, but there are endless opportunities for tailoring here. We edited location, age, and interests. Other ways you can target include specific parameters such as: language, gender, and demographics like employment, income, behaviors, etc.

Audiences can also be defined based on contact uploads, connection types, and lookalike groups. These are more intricate details that we explore in another post.

The targeting portion of this process will give you estimates of how many people you are going to reach based on those parameters. It shows you the audience side and the daily results on the right-hand side of the screen. You want to be sure to maintain a balanced audience so that it’s not too broad and not too narrow.

5. Place Your Ad: There are few choices in this section regarding where your ad will appear. We recommend, as does Facebook, that you choose the automatic option. In this option, Facebook’s algorithms decide when and where to place your ads across all platforms – mobile, desktop, and even on Instagram. The other option is to edit your placements manually. This allows you to choose specific details about the platforms on which your ad will be placed.

6. Budgeting: It’s time to decide how much this ad is worth. In the budget section, you can select a daily budget or a lifetime budget. We like to choose daily budget to keep track of spending at a consistent pace. The actual amount you are charged may vary daily based on placements and results, but you will never be charged more than the budget placed. Schedule your ad to run continuously or start and stop on specific days.

7. Content Placement Part A: You’ve reached the home stretch! All the creative work you put in to create text and visual content will be used here. First, name your ad at the top of the screen. Then, be sure your ad is connected to your business page. Finally, choose the format of your ad. In this case, we chose a single image ad. Upload and select the image you would like to use, and it will be placed in the preview panel on the right.

8. Content Placement Part B: Insert your test (a brief message to your viewers), your URL (make sure it’s an active site related to your brand or the purpose of the ad), and your headline at the very least. You can also choose to add a display link and a Call to Action (Button) if you’d like.

9. FINALLY - Review your ad and place your order. Your ad will be reviewed and you will receive a message as to whether it has been approved or not. With Facebook’s approval, you’re on your way to gaining followers, building engagement, and making more money!

10. Follow Up: Be sure you don't just set up your ad and leave it hanging. Track your results! The Business Manager dashboard allows you to look at a comprehensive set of data points and metrics that represent the success (or failures) of your ads. From that insight, you will be able to learn from your ads and apply new techniques moving forward.

Confused? It's okay - it takes practice - but once you master the process, you'll be saving time, making money, and building a network of engaged followers and potential new clients. If you are a Samson Realtor with questions on Facebook Ads, please reach out to Mac Cassells, our in-house Social Media Trainer. He can set up a 1-on-1 meeting with you to go over anything and everything you may need assistance with!

Mac Cassells: mcassells@samsonproperties.net | (703)896-5034



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