How To Create Real Estate Facebook Ads That Actually Convert
Can real estate Facebook ads really work to help you generate real estate leads? Advertising on Facebook can be challenging until you understand how the landscape works. Facebook advertising is a powerful marketing strategy for any business but especially in real estate. In this post, you’ll learn how to create real estate Facebook ads that actually generate leads and new clients for your business.
Know your niche before making real estate Facebook ads
One thing to understand about real estate Facebook ads is that it’s not just about getting yourself out there. Certainly, brand awareness is a part of it, but don’t expect to just run an ad with your picture and details of your business card and expect to get real estate leads and clients.
You need to cut through the noise on Facebook and your Facebook ads need to speak to your target market. In order to do that you first need to understand your target market and their pain points.
This is going to be essential while creating your real estate Facebook ads. People don’t buy on features, or really care how many homes you’ve sold, or how long you’ve been in business.
Certainly, experience and results are important, but that is more just icing on the cake when it comes to doing business with you. People do business with people that help them solve their problems and reach their goals.
Your real estate Facebook ads are about your potential clients, not about you. When you truly understand your niche and target audience the easier it will be to create Facebook ads that will grab their attention.
Determine your ideal client’s needs, wants, goals, pain points, and common questions, as we’ll use them to help you generate real estate leads, and new clients.
Focus on the benefits of your services vs features
It was mentioned above, but you really need to emphasize the benefits of your services, not the features. This means that you don’t need to talk about you, you instead need to talk about hiring you will benefit your customers.
Think about a potential real estate lead and client and what they are struggling with or would rather be doing. Some examples could include, they are sick of paying for rent instead of building equity, they want to put their money into something they own rather than giving it away to their landlord.
Other options could be, they could own property for payments around or maybe even less than what they are renting for. Maybe you mention things like buying a home is easier than they think, and with your experience and expertise, you can help them with the process and finally get into their dream home.
Again, there are lots of options to choose from, but the reality is that the more you understand your ideal clients and what they want, the easier creating Facebook ads will be. This leads us to the next section of creating quality real estate Facebook ads, and that is making a lead magnet.
Create a lead magnet to promote in your real estate Facebook ads to get new leads and clients
Creating Facebook ads that convert is more than just sending traffic to your website. This is a common misconception with most people, and they think that more traffic will solve all of their business problems.
Unfortunately, most people who visit your website for the first time, are in research mode, and if you don’t have a method of gathering their information they will likely never return.
This is why you need to have a lead magnet or something of value you offer in exchange for your website visitor’s information. As a real estate agent, this could be a variety of things depending on your target market.
For example, you might be targeting first time home buyers. In this case, you should create an ebook or video series, or checklist of some sort that helps them buy their first home. Something like, “7 step checklist of what took look for before buying your first home.”
It needs to be centered on what your potential real estate clients need or that will help them in their buying process. Instead of going right for the sale upfront with your real estate Facebook ads, offer value first, and then sell your services on the back end.
This does multiple things, but one of them is it positions you as the expert and a credible resource in the market place. People do business with those that they know, like, and trust, and that are experts in their field.
Providing a valuable lead magnet can establish you as that person and help you generate real estate leads that convert.
Promote this lead magnet with a sales funnel system
Now you could try and create a landing page from scratch on your website and use it to give away your new lead magnet, but likely you aren’t a website designer. You specialize in real estate, and that’s what you should focus on.
A great solution to building a quality landing page that converts into real estate leads is to use a sales funnel system. This is a tool that helps you build a quality looking website quickly and will help you get leads with your real estate Facebook ads.
What’s crazy is Facebook has the ability to put pixels on your landing page and your thank you page and then optimize for leads! This means you can let Facebook do the heavy lifting and flip a switch to start generating real estate leads with your lead magnet.
As you build traffic to the thank you page after your opt-in page, you can even build a lookalike audience of those visitors! Check out the picture below of an example of these where we generated over 474 leads from just one ad at an average of $1.55 a lead.
If you don’t yet have a lead magnet or sales funnel system in place for your business it’s something we help our clients set up. If you’re a DIY person you can get a free trial of a sales funnel system I recommend here. You might also enjoy this post: Simple Sales Funnel Template That Converts For Any Business.
Also if you are interested in learning about our done for you marketing services, click here to fill out a quick survey about your business so we can see how we can best help with running your Facebook ads and more.
Target the right location with your real estate Facebook ads
Now targeting is huge when it comes to running real estate Facebook ads. If you are targeting the wrong people, don’t expect to get much if any results.
Your messaging needs to be on point, but so does who you are aiming your ads at. If you had to start completely from scratch for example and you were marketing to first time home buyers in the Denver Colorado market, a traffic ad to your lead magnet landing page with targeting below could be a good place to start.
Again, the emphasis is “a good place to start.” This is not an ad you would run long term because it is way too broad. However, as you started to gather enough clicks to your landing page, you would create a lookalike audience based on that and change your targeting to have that as its base audience.
From there, as you started to generate real estate leads, you could set up a lookalike audience based on those who visited the thank you page after they opted in. Then build a Facebook ad based on that.
Eventually, you could create a conversion ad that was set up to specifically be optimized for generating real estate leads with this process. Granted, this may be a bit confusing for a first-timer setting up real estate Facebook ads, which is why it is one of the services we provide to our clients.
Again, if you are a DIY kind of person, we’d recommend at the very least taking a course on Facebook ads like this one as a foundation to learn what you are doing before you waste a lot of money. Facebook Ads Made Easy. Or you could just hire us to do your marketing.
Create testimonial ads for your real estate Facebook ads
Another great kind of real estate Facebook ad to run is a testimonial ad. You’ve probably heard the old saying, “facts tell and stories sell” haven’t you?
Well, you want to use this to your advantage in your Facebook ads. Ideally, you want to get quick interviews from your existing clients and ask them a few simple questions.
These questions could include, “What were you initially struggling with when you were first looking to buy a home?”, “When you were deciding on hiring a real estate agent, what problems were you finding?”, “What made you choose (your name) as your real estate agent? What was different about them compared to others you had thought about working with?”, “After working with (your name) was your initial problem of (insert problem) solved?”
These kinds of questions draw out a person’s pain points and stories and how you were the solution. When people see these Facebook testimonial ads they can not only resonate with the people’s stories, but they also build credibility for you as a real estate agent.
People are far more likely to believe the great things someone else has to say about you rather than what you have to say about you. Plus with some advanced real estate Facebook ads, you can actually build audiences based on people who view these videos.
From there you can create lookalike audiences as well that are highly targeted and most likely will consist of your ideal clients. This can help you to improve the quality of your real estate leads and lower the cost of your Facebook ads.
If you’d like to learn more about how our team can help you set up profitable real estate Facebook ads and grow your real estate business with digital marketing…click here to fill out a survey about your real estate business and how we can help you reach your marketing goals.
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