Social Media Marketing, Facebook Ads & Facebook Live Realtors


Facebook for the Real Estate Agents & Realtors: How to Immediately Capture More Buyers & Sellers!

FACEBOOK LIVE AND ADVERTISING: WHAT DOES THAT MEAN AND WHAT ARE THE BENEFITS FOR REALTORS?

Have you heard the term "mobile marketing"? Have you ever, or even considered, published a Facebook Ad, Sponsored Post or a Boosted Post? Have you ever felt as though nobody can explain mobile marketing or Facebook Ads to the extent that it makes sense to you?

FACEBOOK ADVERTISING IS MOBILE MARKETING! The fact is that the real estate industry is by virtue of what it is, one of the most well positioned industry to utilize mobile marketing if not THE most well positioned. Mobile marketing, or Facebook advertising as we stated above, is defined as the ability to publish advertisements and media to consumers mobile devices (and all devices for that matter) as a function of where, how and what consumers are doing on those devices. Just by the very nature of a mobile device's most prominent feature (geo-location), a whole new world of opportunity to reach customers based up on their mobile behavior. Mobile devices combined with the Facebook App, allows realtors and real estate agents to reach niche audiences of people that can be profiled as likely home buyers or sellers. The Facebook Audience targeting tools allow realtors, real estate agents and brokers to identify consumers most likely to be buyers or sellers using Demographic, Interest and Behavior targeting, including but not limited to;

  • Likely Home Buyer (THIS IS HUGE)
  • When they had their last mortgage
  • Increase in net income
  • Increase in net worth (i.e. inheriting from an estate)
  • Life events that are indicative behavior of someone likely to move (marriage, child birth, new job, etc.)

OFTEN OVERLOOKED FACEBOOK MOBILE AUDIENCE TARGETING STRATEGY

Do you believe in working smarter, not harder? At 3V, we live and die by that mantra. Surprisingly, among the many businesses  and realtors we work with that cater to home buyers and sellers, none of them were employing one simple strategy that is extremely effective and simple. Obviously there is more to a producing an effective and sustainable mobile marketing and Facebook Ad campaign however this one little adjustment will turn an advertisement from a complete bust into a robust and profitable advertising investment!

The one simple strategic change is to use the "Likely to Move" or "Likely First Time Home Buyer" behavior in the Facebook Audience targeting section.

Facebook Ads for Real Estate Agents and Realtors

WHO CAN UTILIZE THE FACEBOOK FOR REALTORS?

Any realtor can! The minimum requirement is a Facebook Business Page and a commitment to either maintain the page yourself or hire someone else to maintain the page. Please remember, in the social media world you get what you pay for and if your goal is to hire the "cheapest" social media marketer you are likely to get lesser quality. Also, do not get consumed with Likes, Shares and Comments, Facebook Ads are not necessarily about Likes, Comments or Shares, it's more about connecting with consumers and getting them to take action (i.e. lead generation forms, phone calls, etc.)

FACEBOOK LIVE + FACEBOOK ADS = WINNING STRATEGY

Facebook Live is the latest and greatest in the long line of fantastic Facebook features! Having been released in 2016 (February for iPhone and April for Android), Facebook is pushing live video hard in users newsfeeds. There is a limited  window of opportunity for realtors to jump in before everyone else does. You can effectively (and cheaply) shoot a live video for a new listing and publish a Facebook Ad for as little as $5! This capability opens up HUGE opportunities for realtors, some of these opportunities are;

  • Facebook Live Open Houses
  • Facebook Live Interviews (interviewing home buyers, sellers, mortgage pros, title pros, etc.)
  • Workshops & Webinars (i.e. first time homebuyer)
  • Show off your skills (i.e. decorative, landscaping, handyman, etc.)

HOW CAN 3V HELP YOU DOMINATE FACEBOOK WITH LIVE VIDEO AND ADS?

We offer many services to help you get started, everything from Free Resources, articles, DIY How To's, Webinars, Workshops, Training and will do the work for you. If you are already an intermediate-to-advanced user of the Facebook Ad platform, we have weekly webinars in which we share knowledge and can help you learn new tools, tips and techniques. If you are a beginner and would like to learn more, we offer not only webinar training but in-person and onsite consultation as well as our offering to manage your Facebook ads for you. 3V is open, honest and transparent within the social media marketing world, our training and consultation services are second to none and our media and ad management services are cost effective and provide a great return on your advertising investments.

HOW TO GET STARTED?

Getting started is easy! Select one of the options below, register for an upcoming webinar OR contact us directly. Our webinars are a great way to meet our team, learn valuable Facebook ad strategies and have personal interaction with our social media practice director, Michael Lucy.

Facebook Live FAQ's

1HOW MUCH DO FACEBOOK ADS COST?
There is no real simple answer to this however we can summarize it by stating that Facebook Ads can be as little as $5 per day or tens of thousands per month, it depends on the goals and objectives. There are many different types of ads, each ad type has a different cost structure. The most common ad types are "Click to Website", "Offer" and "Lead Generation". Each of these average typically between $0.30 and $1.00 per click.
2WHAT KIND OF CONVERSION RATES DO FACEBOOK ADS HAVE?
The better the ad, the more targeted the audience, and the more value of your offer then the better the conversion rate. High performing, high quality targeted ads will typically convert 10-20% of people that click. Obviously some ads will be lower and some will be higher.
3WHAT KINDS OF ADS DO YOU RECOMMEND?
The ad itself depends on what you are offering but the tourism industry is at a huge advantage because you are already dealing with a captive audience that is focused on findings things to do and spending money. Our recommendation is a "Click to Website" ad to a page that is consistent with the offer in the ad. Example; If you are offering a meal for two with appetizer and main course, then have a webpage that describes the details of the deal. Make sure the webpage has a phone number (click to call button on mobile) and a contact form so you can capture the consumers request and interest.
4DO I NEED TO CHANGE MY AUDIENCE?
Using this strategy there is no need to update the audience because Facebook will track and update the audience based upon where the consumer is. When a traveler or tourist enters your service area, they will automatically be in your audience and when they leave the area they are no longer part of your audience. Remember, marketing and advertising is all about finding what works and what does not work and certainly you may need to make some adjustments to find the sweetspot but once you find it you will love the results.
5HOW MANY CAMPAIGNS SHOULD I RUN?
We recommend starting with one campaign, perfecting the campaign and then scaling by adding other campaigns. Example, you may start with families and once perfected then publish ads for college students, singles or whoever is a likely new customer for you!
6THIS IS GREAT FOR TOURISTS BUT HOW ABOUT ADS FOR PEOPLE THAT LIVE NEARBY?
Absolutely you should have ads for locals but we recommend that ads for locals be separate. The context of the ad (headline, offer, media and call-to-action) is usually significantly different. Much of the time, the goals for capturing and acquiring tourists and locals are different. Example, typically the goal for locals is to capture a long term relationship (make them a regular) while for tourists you may have only one opportunity for one-time business.
August 15, 2017
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