Facebook is no longer the new frontier of marketing. It’s become an established channel many real estate agents use to obtain more (and better) leads. So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! Dustin Brohm is back to share Facebook retargeting strategies to help you, the realtor, get in front of the right people with your Facebook ads.
Have you ever searched for anything on Amazon – let’s say, a pair of shoes – and then taken a break to scroll through Facebook? There’s a good chance you saw those same shoes advertised on your Facebook wall. This may be creepy, but it isn’t by chance. A Facebook pixel fired when you visited Amazon, allowing the site to retarget you. Real estate agents can do the same thing! A pixel is just a piece of JavaScript code that tracks a specific action. You can get this free snippet of code from Facebook and place it on your website code. Visitors to your site have shown intent, so it makes sense to show them an ad for your services. When you optimize your advertising for a lead conversion, you’re telling Facebook to find engaged prospects who filled out your lead form. Facebook then uses its algorithms to target your ads on the platform to the best possible prospects — those who have already filled out your contact form. This is much more effective than simply targeting prospects by their interest.
If you’re good at your job (which I’m sure you are) you likely have a list of people who recently purchased. With custom audiences you can upload that list to Facebook, and then have Facebook do some magic to find similar individuals (AKA lookalike audiences) who are looking to buy or sell a house. You can also build a custom audience based on your website or social traffic. The settings you can use are endless, so don’t get lost in all the details. Anyone who clicks on a certain page can be one audience, people who watch a percentage (20%, 50%, 75%, etc) of your videos can be another audience, and so on.
Think of Facebook ads as a way to constantly be refreshing your list of potential clients. Dustin recommends a tiered approach when setting the duration for your ad campaigns. One ad may target visitors who have landed on your site within the last 10-30 days, while another ad may target everyone who has viewed your content in the last 60 days. Not everyone is going to buy after the first interaction (in fact, this is RARE), but targeted ads over 60-120 days will help you build brand recognition that may eventually convert to business.
If you are unfamiliar with the Facebook carousel ad format, get familiar! This ad format is perfect for it’s visual appeal, making real estate the perfect candidate. The carousel ad format essentially allows the advertisers to display a series of images in a catalog type format so viewers can scroll through and view multiple images or listings. The multiple photos also mean this single ad has multiple pathways to convert.
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