Building a good Facebook Ads like Blue world City for real estate can be one of the main goals of real estate brokers or owners.
After all, we know that the digital world is not just a fashion or a trend. But yes, a lifestyle. Today, people are increasingly connected and immersed in their smartphones and computers.
The act of reading this article means that you are using the internet as a means of intellectual enrichment.
In other words, this is a space where there is a lot of scope to build a suitable and tailored positioning for different types of people and companies.
And using digital ads like Facebook Ads, it can get even more interesting and immersive. After all, with proper targeting, neat ad, and excellent text, you can reap results you never expected before.
And that’s exactly what we’re going to understand in today’s text: how to use Facebook Ads for real estate, with an intelligent model for building target audiences and serving creative ads that convert more online customers for your company.
Keep reading to understand everything. Come on?
Facebook Ads for Real Estate – What is it and where to start?
Facebook Ads for real estate is nothing more than a tool within Facebook, which allows you to create ads for your real estate, so that you can reach targeted people who meet placement criteria.
That is, you can make anyone see an ad you want to run.
But where can you start building your ads? The truth is, there is no recipe. However, there is a method.
And the most efficient method for this is to understand your product, your target audience and understand what you are looking for with the placement of these ads. In other words, you need to understand where you want to go with certain actions, so that you can reach your goals.
In other words, you need to have a good marketing plan, combined with your business plan, in order to use Facebook ads as a bridge or tool to achieve certain goals.
But, and how to set the best goals? There are many ways to do this. But what you should pay attention to is how not to do it.
For example, if you’re looking to sell 10 properties in 2 days with your first Facebook ad, that might be a bit exaggerated, wouldn’t you agree? And if you don’t “hit the goal,” you might think the ads don’t work.
When in fact, just your goal was a little misaligned. So, use ads as a tool to shorten the paths. And not as a savior of the homeland. OK?
And this is what we are going to understand from now on. Let’s look at a step by step below.
Step by step to create great real estate ads on Facebook
To help you better understand the whole rational process of building, activating and analyzing a good ad on Facebook Ads for real estate, we have prepared this step by step.
And, as you can understand so far, ads are not saviors of an average product for a misguided audience. If you don’t build everything right from the start, you can waste resources and eventually not even re-advertise.
After all, with a bad first experience, the tendency is to avoid that, isn’t it?
To help you and make that not happen, let’s go through some processes that need to happen, others that need to be avoided and those that are essential right from the start.
Thus, you will have a very interesting method for making good ads, according to your business plan and, of course, according to your marketing plan.
Let’s go step-by-step to create great real estate listings:
- Understanding what is a niche and what is the importance of it;
- What to advertise?
- The importance of using mental triggers in text and art;
- What should the art of your real estate ad look like?
- Variations of the same ad – This is very important;
- Let the tool work – Don’t pause or change the ad too soon;
- Your ad needs to convert in some way – Clicks, registrations or sales;
- Use the generated data to build a new segmentation – Real estate remarketing ;
- Never leave a viable lead on the table – Have a lead collection and retention system;
We’ll talk about each of the items from now on, so you can better understand what each one means. Come on?
Understanding what a niche is and how important it is
The first step to create a good real estate ad on Facebook , through Facebook Ads, is to understand your niche . But what does it mean? It means understanding a lot of details about who your target audience is , your ideal persona, and your perfect customer.
As a way to better clarify, just imagine two types of properties: luxury and kitnet. The person who buys a luxury property can even be the same person who buys a kitnet. However, with totally different goals.
The luxury house could be the villa. And the kitnet can be an investment.
Therefore, understanding exactly who are the people you want to impact with your ads is more than important for everything to work out at the end of the journey.
Otherwise, you are advertising to everyone – which is to say, you are not advertising to anyone. Because when we talk about the internet, we need to divide and segment this audience as much as possible.
It is much better to advertise to only 10 people and sell 1 property than to advertise to 100,000 people and not sell any.
And in the case of Facebook ads, of course, this needs to be defined in advance. Before you even open the ad manager. Once we’ve defined the niche, the audience and the persona, then yes, we can move forward.
What to advertise?
To continue creating a good ad within Facebook Ads for Real Estate, you need to know exactly what to advertise. So, ask yourself this question: what to advertise?
Well, maybe it’s hard to answer right away. After all, you might want to advertise everything. Or, you may even find that any property in your portfolio is not worth listing. This is normal, as what is lacking in this process is a good plan.
You need to have a marketing plan that sets the pace for all your actions. After all, it is only in this way that you will be able to visualize, even if opaquely, the future.
If you take random actions on a daily basis, the results will also be completely random. And when we talk about building ads, we can’t be random.
Therefore, understand in advance what percentage of properties or services you will advertise on Facebook. After all, we can’t have any doubts during the process.
Because if we stop an advertisement too soon or too late, we won’t know if it was good or bad. The results, positive or negative, are only relevant and reliable when there is a basis behind what was done.
Therefore, choose what you are going to advertise in advance, foreseeing within a professional marketing plan the investment, product, duration, niche, etc.
The importance of using mental triggers in text and art
We’ve already talked here on Ville Imo’s blog about the power of mental triggers on any marketing action you take.
A mental trigger is an important way to get a prospect’s attention and even sway them to make a decision within a marketing campaign.
This may sound “scary”. But believe me: it is a powerful sales tool.
Persuading (and don’t confuse persuasion with deception) is part of the process and it cannot be left out of your Facebook Ads for real estate ads.
Therefore, use words that generate emotions, curiosities, needs or urgencies. You’ll be able to use mental triggers both in your ad artwork and in your ad text.
This will definitely make you have a considerable increase in conversions .
Of course, overuse is not good. Therefore, you need to think of your ad in a broad way, not just in a way to achieve “at whatever cost” goals.
A tip is: create several different ads for the same product. Each one, with a different mental trigger. This can make the audience more receptive to the triggers that individually make the most sense.
Often the trigger of emotion can be good for one person and bad for another.
Or, perhaps the authority trigger is positive for one prospect and negative for the other. So, diversify. But, don’t lose focus!
What should the art of your real estate ad look like?
Art needs to be clear, objective, simple and direct.
This does not mean that you should do it anyway or without the help of a trained professional. The look does need to be very professional and beautiful.
However, you need to keep in mind that what the prospect needs to do is make a decision to convert. Regardless of what your goal is, you will always need people to do what you ask in the ad.
Whether it’s clicking on the site, registering for a form, or attending a launch event. And the less unnecessary information you put into the ad, the better.
So, make a creative headline, with mental triggers, and make a call to action. If you need to enter more information, please do so simply. Avoid visual and textual pollution in art – make the text denser for the caption.
Tip: Be careful not to exceed 20% of the text on your artwork as Facebook’s ad tool will not deliver the ad effectively. Facebook itself indicates that you only use 20% text in the art of the ads.
Variations of the same ad – This is very important
Varying your ad is a way to understand which format and template is best for a particular audience.
So, if you are going to advertise a property or a service, create 2, 3 or 4 different ads with the same objective. Change the title, image, call to action and caption.
This will make you diversify and make the ad more flexible to be consumed by people.
Remember: no matter how much you have a defined audience, people will always be unique.
No one person is like another, even if they show some similar interest. Creating Facebook ads is also about understanding consumer behavior .
Let the tool work – Don’t pause or change the ad too soon
Pausing the ad ahead of time or changing it without having enough data to understand what’s happening is a mistake. The Facebook Ads platform makes your ads optimize over the days and saves you money.
Gradually, the algorithm begins to understand your message and what is the best time, audience and time to show an ad. However, this will only be possible if you don’t touch it all the time. Leave it running and, over time, the results will appear.
Use the generated data to build a new segmentation – Real estate remarketing
Once your ad has been running for a long time and you have enough information about your audience’s responsiveness, it’s time to take it a step further.
And this step is one of the most important: real estate remarketing. With remarketing, you can reach the same person two, three or four times. But this time, with much, much more information about her behavior.
For example, if a person clicked on “buy” or even subscribed to a special list to receive offers from your real estate agency, you already know that they are a potential customer.
And with remarketing, you’ll be able to make ads much more targeted, specific, and unique. With this, of course, your conversions will increase considerably.
Count on Ville Imob to help your real estate sell more, with the help of optimization systems and tools. All for you to focus on what is important: strategies and sales.