No COVID-19 updates here. You probably get more than enough from everyone else.
I rather explain how you can run Facebook ads to promote your listings, get more leads, and stay top of mind.
Which Facebook Ads Work Best?
Last year Facebook began enforcing fair housing rules to avoid discrimination. You can no longer target your audience by demographics, by income, by ethnicity, age or even profession.
Housing ads on Facebook will be seen by anyone living within a 15-mile radius of your target address.
The best marketing strategy for Facebook is a 2-step approach:
- Run a video ad to the general public and capture a custom audience of people who watch a short video.
- Run separate ads targeting this custom audience to generate leads.
1. The Facebook Video Ad
As a first step we create a regular Facebook Ad that shows a short (20 second) video of one of our listings.
We spend between $5 and $10 a day and have a simple Learn More button to click. If a viewer clicks, they are redirected to a landing page where we try capture their information.
Below you can see a sample ad. The lead capture page is Chime.
The main purpose of this ad is to create a custom audience and not to generate leads. Still, 5% of viewers click the “Learn More” button.
2. The Custom Audience
Facebook allows you to create “custom audiences” of people that perform certain actions.
Most marketers create a custom audience when someone visits their website. That’s why you see ads following you after you search on Amazon.
We create a custom audience of people who view 75% of our short video. Results show that 11.9% watch at least 15 seconds.
3. Retargeting Ads
Now we run Facebook Ads targeting our custom audience.
These people watched our video, so they are somewhat interested in real estate.
The retargeting ad could be the same as the initial video ad featuring a listing. You could also offer a free home valuation, or simply brand yourself as the local real estate expert.
Retargeting ads are inexpensive. They are focused on a tiny audience. They are seen more often by the same people and have strong branding power.
These are the ads we use to generate opt-ins and leads.
Just a quick note on the CARES act.
Today, April 10, Payment Protection Loans become available for independent contractors. This is a great opportunity for Realtors to get a forgivable loan from the government.
There’s a lot of interest. Many banks are overwhelmed. Don’t give up! You can get free money to help you stay in business during these challenging times.
If you’d like help with building Facebook Video Ads or have other questions, feel free to call/text me at (614) 395-7375!