If you currently intend to run real estate Facebook ads to attract more leads, this is probably one of the most important articles that you will ever read. Because I’m about to show exactly what are the differences between Facebook Ads and Boosted Posts, and then give you some powerful tips to create effective and high-converting real estate ads on Facebook.
First thing first, fasts forward to 2021, it’s estimated that people are usually exposed to 6,000-10,000 ads every single day.
Although real estate Facebook ads are very potential, it’s getting harder and harder to really capture your prospect’s attention. Now, first, you need to know what are the differences between some Ad options that are available on Facebook.
#1: Facebook Ads vs Boosted Posts
Boosted posts are far and away the easiest way to advertise on Facebook, but this comes at the cost of rich customization options and fine-tuned budgeting.
The easiest to explain is, “Facebook Ads” is the advanced version of “Boosted Posts”. It means, using Facebook ads gives you more options and more ways to optimize and customize your real estate ads, but it’s also a lot harder to use than boosted posts.
You can find lots of ready-to-use real estate Facebook ads in our EOwn library here.
1. A simple real estate boosted post
Before paying to boost your real estate posts, a post is just a simple organic post like the image below. If you want to reach more people, you can pay a particular amount of money to boost your post by clicking the blue “boost post” button at the right bottom of your post.
After that, you can easily customize your boosted post based on your preferences. You can choose who you want to target (age, gender,…), set the daily budget that’s appropriate for your plan, and choose your payment method,…
Once you finish, simply click the blue “boost post now” button at the bottom of your screen and Facebook will automatically boost your post and help your content reach more people.
It’s important to remember that doing this your posts will have a “sponsored” label and your targeted audience can easily realize this is a boosted post directly target them.
After all, you can see this is a very simple process that you can do almost instantly if you have already created some real estate Facebook posts on your Fanpage. Simply follow the above-listed steps and you will successfully boost your posts. Just keep in mind paying for boosting your posts does not necessarily mean you can generate more leads or make more sales.
The only guaranteed result you’re going to get is just getting more reach and impressions. If you don’t want to pay a lot of money for these 9 best real estate lead generation companies (2021), you need to know much more than this.
For example, you can utilize real estate cold calling scripts or Open House strategies for New real estate agents here.
2. A custom creation – Real estate Facebook ads
When it comes to running Facebook ads on a deep and professional level, you gotta do a lot of different things. And well, this process is not just costly, it’s also very time-intensive. And of course, don’t expect that you’re going to be successful just because you know how to run Facebook ads. This is just to help you increase your chance of success a little bit.
Now, as I said earlier, there are a lot more things to do compared to just boost your organic posts by clicking that little cute button.
The very first thing you need to do if you want to run Facebook ads is to understand and get familiar with Facebook Ads Manager
If this is just the first time you log into Facebook ads manager, keep in mind that your dashboard will have nothing more than a white blank screen.
Now, if you want to create a campaign to run real estate Facebook ads, the very first thing you need to do is hitting the green “Create” button on the top left of your screen.
As long as you hit that button, you will see there are so many types of campaigns that you can create – this is how you can optimize to get the best results out of your budget.
However, if you’re just getting started, I suggest you should create an “Engagement” Facebook ads campaign. After setting up all the demographic, budget, detailed targets,… as I do with the boosted posts. You now can see there is a section where you can also customize where you want your real estate Facebook ads are going to be displayed.
Simply click in the box where you want your ads to be displayed and unchosen all the rest. Now, again, if you’re just getting started and you don’t really know what you should do to optimize all kinds of different places, I suggest you should choose only one option – which is Facebook Feeds.
The biggest difference between customized Facebook ads and boosted posts is the “Audience” option in the Facebook ads manager.
Using this feature, you can customize all kinds of audiences that you want to target. You can retarget the people who have already read your real estate Facebook ads, you can target the prospects who have watched over 50% of your videos, and more,…
This one option can help you increase your conversion rate pretty much if you know how to use it properly. Because, as you can see, hardly people take action the very first time they see your product or service. They need more time to research, gain trust, convince themselves,… And what you want to do is to help them go through all that processes as fast as possible so they can become your customers.
And of course, you almost can’t do that if you use boosted posts. So, if you truly want to increase the conversion rate of your real estate Facebook ads, generate more high-quality leads, and eventually generate more revenue, Facebook ads manager is the place to go.
Besides, you can also check out 12 powerful strategies to generate new real estate leads as a new real estate agent here.
#2: How to create an effective high-converting Facebook Ad
#1: Use Testimonials and Reviews
Most people don’t get this: “Credibility + Trust = Money”. When it comes to marketing in general and running Facebook ads in particular, it’s nothing more than building your credibility and gaining trust.
So, if you don’t have any testimonials or reviews yet… Go FIND them! It makes no sense trying to convince your prospects when you don’t have anything to back up your words. Actually, you don’t need dozens of testimonials, one is enough for you to show people what you can do.
However, most of the time people would say something like: “I need to get customers first… How can I get testimonials and reviews when I don’t have any paid customers?”. Well, to a degree, it might be the case.
So, if you’re at this point in your career – where you don’t have any credibility yet, what you need to do is put in dedication, find and serve your very first customer. Make this a priority and DO NOT run Facebook ads, it just costs you tons of money, and hardly can you generate any results.
So, how can you guarantee a good review from your customer?
It’s very simple… Go the extra mile. You see, there is no reason to remember the people who just do what they’re supposed to do. However, people will impressively remember the ones who are willing to go the extra mile, perform better than what they’re expected,…
That’s why you want to become a person who is willing to do something outside the scope of what you and your customer have discussed at the beginning. By doing this you can be pretty sure your customer is going to give you an extremely good review!
#2: Do not make your ads look like ads
I can’t tell how many people have made this dumb mistake. They try to make up a nice glossy image of their house, and try to tell other people: “Hey, look, this is my AD!”. You see, people want to buy but they don’t want to be sold.
So, the last thing you want to do is to try to make your Facebook ads look so “sales-y”. Sometimes, you just need a very natural and familiar image that comes with a few sentences of text. That’s it. And by doing this you probably can increase your conversion rate and eventually generate more sales.
#3: Increase your ad spend during peak times
If you’re a beginner, you can skip this one, but if you have a decent amount of experience, you know when the desire is at its peak, and when people have enough cash in their pockets to take action… You gotta increase your ad spend at these times.
This is a big mistake if you usually “pause” your marketing campaigns during peak season, as your chance of getting them to take action is significantly higher than usual.
However, you need a very comprehensive plan before you do this… Scaling is not easy, it can easily cost you tons of money if you don’t know how to do it the right way.
After all, it’s not hard to run Facebook ads, but it’s extremely hard to do so in an effective way and get a healthy profit.
Running Facebook ads is not the only way. You can see how content marketing attracts new leads for new real estate agents here.
This is a long journey and it requires you to learn, absorb new knowledge, and improve your skills every single day if you want to achieve your goals. It’s not an easy journey to be on, but it’s very rewarding!
Being a real estate agent can earn you a huge amount of income
However, the starting process can be difficult sometimes.