Boost your business with Facebook Advertising
In real estate, it’s all about reputation and relationships.
Written by Mark Armstrong, Co-founder of RateMyAgent
In real estate, it’s all about reputation and relationships. Following up from my last blog, setting up a Facebook Business Page is the first step to help build your brand awareness and credibility and is an important part of your social media strategy, but what now? How can real estate agents proactively build connections and attract prospective buyers and vendors?
With Facebook advertising, you’re able to schedule and track advertising campaigns, collect detailed audience insights, and interact with users who seek customer service.
Facebook is undeniably the most popular social media network in Australia (17 million users) with a user base that is strong across all demographics and generations – the only social network with that level of penetration.
This means whether you are a millennial, intending to buy a home in the next five years or a baby boomer who may want to downsize once your children leave the big family nest, Facebook advertising can personalise and target adverts to these audiences, with the power of their behavioural and demographic targeting capabilities.
The difference between Boosted Posts and Facebook Ads
A boosted post is a post to your Page’s timeline that you can apply budget to in order to boost it to a particular audience you’re targeting. This is the easiest way to advertise on Facebook. Boosted posts differ from Facebook ads because they are not created in Ads Manager and don’t have all of the same customisation features.
When you boost a post, it’ll show up in your audience’s Facebook News Feed as an ad.
What are Facebook ads?
While boosting a post is still considered an ad, Facebook ads are created through Ads Manager or can be easily set up through RateMyAgent’s Promoter tool which offers more advanced customisation offerings. There are many advertising objectives to help you reach your specific business goals and the audiences you want to focus on.
Where a boosted post may initially aim to drive engagement goals such as Page likes, comments, and shares or overall brand awareness, Facebook ads can optimise for app installs, website conversions, video views etc.
Targeting and Retargeting your audience
When you set up a campaign, you will be asked to pick an audience to show the ads to. This is where it gets exciting and the platform lights up, when you can specifically target people by their age, job title, gender and location.
Facebook and RateMyAgent’s Promoter tool enables you to target very specific locations which is gold for real estate agents. You can use postcodes to target people in particular suburbs; enter them directly in the locations tab.
Have you ever seen an advert on Facebook and thought, “I’ve just searched for a new pair of runners and now they’re following me on Facebook?” – this is a retargeted advert, which reminds people about products and services they have browsed on websites. You will need a Facebook pixel implemented on your website for you to run retargeting campaigns and this is an exciting feature we will be adding to our Promoter tool soon.
Instilling trust with customer testimonials and reviews
We know how important online reviews are – 89% of consumers read online reviews. Real estate is a relationship-based industry focused on gaining trust and building connections. This comes in the form of letting your happy customers do the talking with customer reviews, so why not share them via Facebook ads? Our Promoter tool fully integrates with Facebook and allows you to turn your reviews into customised digital adverts in a click of a button.
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