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Tag: real estate advertising

7 Must Have Audiences for Real Estate Facebook Ads

7 Must Have Audiences for Each of Your Real Estate Facebook Ads

Facebook Ads are growing. The number of businesses who are using them are also growing and they are performing. I personally use them in my own business and in my clients’ businesses and have seen excellent results.

Facebook Ads hold incredible power to reach the specific people you want to target inexpensively compared to other traditional advertising channels. However, there are some tricks to using Facebook that you only glean from years of using that I’m going to share with you today to help you avoid pitfalls, paying for ads that aren’t your correct target audience and to get the best results!

First, if you’ve never used a Facebook Ad, you might be feeling overwhelmed by the prospect of using it or you’re wondering if you’ll do it right or if you know how to reach the right people. Let me tell you that it’s okay to jump in a get started and if you mess up a bit, that’s okay too. Practice makes perfect and you’ll be surprised at how fast you’ll get the hang of Facebook Ads with a little time.

1: Start Small, Boost a Post

If you have never boosted / run a Facebook Ad, start by boosting your Facebook posts.

What is the difference between a boosted post and an ad? Well, they are very similar. Facebook has several types of ads, but generally speaking, ads are paid and posts are free (organic). Nowadays, Facebook only delivers roughly 16% of the posts that your Facebook page publishes to your audience. Bottom line: you have to pay to be seen. If you had been wondering why your organic reach was so low, now you know why. Facebook wants money to show your posts to your followers… and to others who are NOT your followers. Basically, they want your money! But it’s okay… because the ROI is there.

By starting small, you can take a listing you have available and post it on your page and boost it for $7 for 7 days. You can target your own followers OR you can target people who are NOT your followers. I recommend that you target your followers with boosted posts and create ads for people who are not your followers.

Once you have started small, make sure you engage with those who engage with your post. This is important because it will actually BOOST your organic reach as well. Facebook gives more preference to posts that are popular (people liking, commenting and sharing).

2: Branch Out Into Other Audiences with Facebook Ads

Now that you have dipped your toe into advertising on Facebook with posts, it’s time to take it to next level.

You can start a real ad (under Ads Manager) and use your existing post above OR you can create a whole new ad campaign.

TIP 1: Use conversion ads at the Campaign level – increase conversions on your site. Then at the Ad Set level, pay based on impressions vs. cost per click. This is where you select your audience (see below).

TIP 2: At the Ad Level, select Carousel Ads as they outperform regular link ads. It takes more time but the results are worth it. Also, it might seem counter intuitive but trust me, it will work to your advantage. Take the time to put details under each photo, upload as many photos as possible.

3. Create Different Ad Sets and target these 7 Must Have Audiences for Your Facebook Ads:

You can create audiences in advance (under Audiences) or create them during the Ad Set creation process. Either way, save the audiences so you can use them for multiple ads in the future. Create new “Saved Audiences” with the following criteria (separate audiences):

  1. Renters that live in the area where your listing is located (zip code, city or zip plus X mile radius) (geo and interests)
  2. For people who visit the area but don’t live there (located in the geography section at top of audience)
  3. Homeowners who might be looking for investment property (in the interests section type in homeowners)
  4. There is an audience that you can select that says behavior is “likely to move” and another is “real estate investors.” (this is in the interests area)
  5. And, a more general one that doesn’t have all the targeting because not everyone meets all the criteria you set.
  6. Post on your personal page? If it really is a great deal, why not post on your personal page?
  7. CUSTOM Audience: And, if you want to get REALLY fancy, you can upload your contact list to Facebook and create a custom audience and target your existing circle of influence.

Remember that the more restrictions you place on your audiences, the less people you’ll reach and the more money you will pay. You don’t want the audience too large (over 1 million) or too small (under 1,000).

When you’re done with a single ad, you should have 1 campaign for the “listing” or whatever else you are trying to sell and several ad sets (name them accordingly) and you can have the same ad (creatives) for all of them. Just remember to speak the language of each audience vs. making a generic ad for everyone.

TIP 3: Once you start running your ads, start with $5 each per day. Then only incrementally increase the ad spend. Watch the ads and don’t edit them a lot and turn them on and off. Keep them running and the Facebook Edge Rank algorithm will stabilize. Don’t be alarmed if within the first few days you’re not receiving clicks or they are more than you thought they would be. Don’t set an end date. For some reason, Facebook like the ads to be set for continuous run.

TIP 4: How much money should you be paying per click? What is a good click through rate? Answer: We say that a click (unique click) is worth about $1 or so per click. And, anything over 1-2% is great in terms of Click Through Rate (CTR). You can see the stats on your ads by selecting Performance and Click Results drop down on your campaign.

One last thing that I want to leave you with is this… You can use this methodology for any ad you choose, not just listing links. You can use for Just Solds and if you’re having an OPEN HOUSE, add an event on your page for the open house and then boost it with the same audience criteria! The more you hit the same people with your events, listings and just solds, the more likely they are to call you up when they are ready to do a real estate deal!

TIP 5: When you are selecting Placements, do not let Facebook auto select for you. Make sure you only select Facebook Feed and Instagram. DO NOT SELECT AUDIENCE NETWORK and Right Hand Column is completely optional. With audience network, you’ll pay a lot less but you’ll get bogus traffic as well.

When you’re done with your ads, let us know how they did! If you need any help with getting started, we can help! Email us at

Don’t have a Facebook Page for your business yet?

Get step-by-step instructions on just what you (as a real estate broker) need to do to establish the right business page and how to maximize your social media marketing, watch this Video to Launch Your Facebook Business Page in Just 7 Short and Easy Minutes and learn why it can be one of the most critical moves you can make to help your business grow in the next 12 months. Follow along and you can have your business page up in 7 minutes! It’s easy when you have the right instructions (guide included).

Need a fancy Facebook Cover Image to go with your new Facebook Business Page? Download Real Estate Facebook Cover Templates here! 

Real estate marketing

8 Key Steps to Grow Your Real Estate Business

As a real estate professional, you play many roles – business owner, employer, sales person, transaction specialist, accountant, counselor and often, internal marketing department. Real estate marketing needs to do more than attract new leads.

It also needs to nurture prospects, follow up with those leads and maximize every contact in order to grow your business. You hire an accountant, assistants, other agents to help but when it comes to real estate marketing, it’s a bit more difficult to find the right team member or resources. Perhaps you’ve tried implementing marketing strategies here and there without either being able to finish or get any real traction. If you’re like MOST real estate agents and brokers, you want a blueprint for success. You want the proven steps of what successful agents and brokers are doing that yields the maximum results with the minimum time and effort spent.

We are the experts in modern digital real estate marketing and conversion. As such, we have developed a proven, tried and tested blueprint for your real estate success in our newest 8 Key Steps to Grow Your Real Estate Business Checklist. In this free checklist, we outline step-by-step what marketing tactics you need in order to build a successful real estate business.

Ask yourself these 5 real estate marketing questions:

1. Does your website bring you leads?
2. Do you have a lead follow up process in place?
3. Do you have a multitude of emails, contacts and feel overwhelmed by managing your data and have a hard time sleeping because you *know* things are falling through the cracks, but you’re trying to keep your deals alive.
4. Do you know where and how your best leads are reaching you?
5. Do you know where your next deal is coming from?

If you’ve answered no to 1,2,4, and 5 and yes to 3, our free 8 Key Steps to Grow Your Real Estate Business Checklist is going to help you build a solid marketing plan for serious growth!

Below is a sneak peek of some of the content in the real estate marketing checklist and guide.

It’s All In The Follow Up

Each lead that comes in is the result of an investment. Your time, your marketing and the work that has produced referrals are all part of the equation. Increase the return on your investment by making the most of every single lead with a consistent follow up process.

Automating The Outreach

You already know that the follow up I mentioned is important. But it’s so time-consuming, you say! When am I supposed to get this done? Extend yourself with automating some of your nurturing.

Does Your Website Convert?

Driving traffic to your website through marketing is only beneficial if your site is doing it’s job – converting the casual viewer into someone ready for more information! Do you know your website’s conversion rate? This is the percentage of unique visitors who land on a page of your website and take the necessary steps to contact you – by opting in to your email list, putting in contact information, etc. If you aren’t generating at least 30 leads each month, your website could be working harder for you.

Facebook – More Than A Business Card

The social media channel used by 1 billion+ users is an incredible opportunity for real estate professionals to connect with individuals exactly when they need your services. Are you leveraging the full power of Facebook to grow your business and reach the right leads?

Search Results Matter

How do your clients find you? At some point, they might have hopped on Google and searched for their local area + homes for sale or realtors or some related search term. Do you show up in those searches and reach these leads/prospects?

10 Ways To Build The Online Brand with

10 Ways To Build The Right Online Brand

Do you know how your clients are finding you? It’s likely that some part of the process involves going online and checking out your website and social media – your online brand. But have you taken the time to ensure that your online branding is attracting and delivering the clients you want? Here are 10 easy to establish tips for establishing the right online brand.

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