How to Create Effective Real Estate Facebook Ads

How to Create Effective Real Estate Facebook Ads

Facebook is the biggest social media platform on the planet with almost 7 in 10 Americans using it. Facebook ads for real estate agents are a great way to acquire new clients and advertise their listings. However, if you want to create the best real estate Facebook ads and you’ve never worked with Facebook ads before or need a refresher on the tool, then it can feel overwhelming.  

In this post, we’ll go over why implementing Facebook real estate ads is important and how to effectively advertise on Facebook for real estate. 

Why are Facebook Real Estate Ads Important? 

Realtors have access to various channels of online advertising to market their properties. But what makes Facebook the best option? 

Advantages of Facebook real estate ads include: 

How to Make Ads for Real Estate

It’s clear that Facebook ads are an effective method to generate real estate leads. However, creating effective ads involves more than just clicking the promote button for your recent listing.

Realtors using Facebook ads should focus on the platform's effective ad features. 

Campaigns can be used for:

  • Facebook Messenger 
  • App installations 
  • Lead generation 
  • Lead conversion
  • Website traffic
  • Catalog sales where you can create a "catalog" of listings on Facebook 
  • Lead generation
  • Lead conversion

Here’s what you need to know about how to advertise on Facebook for real estate: 

1. Create a Facebook Business Page

Creating a Facebook business page for your company is the first step in running ads on the social media platform. Even if you don't end up making ads, a Facebook business profile is still beneficial. It makes it easy for customers to find your business on the platform by highlighting information about your business. 

2. Access Facebook Ads Manager

After setting up your business page, you can set up your first campaign by accessing Facebook Ads Manager through your page. Facebook Ads Manager is a tool that allows you to create Facebook campaigns in a step-by-step process. When you make your ad, you choose the marketing objective, the audience you want to reach, where to show your ad, and the ad format. 

Each Facebook ad will have a similar structure:

  1. Campaign: This is where you’ll decide the main objective of your ad and the account, URL, or address associated with it.
  2. Ad Set: This is where you’ll determine the audience you want to target, the budget, and the length of time you’d like your ad to run.
  3. Ad: This is where you’ll enter the creative aspects of your ad, like title, headline, copy, and images.

After this, you will have access to up-to-date data on the performance of your ads. You can even install a Meta Pixel on your website, which will allow you to track visitors back and forth between Facebook and your website. 

3. Select Your Target Audience

Next, let Facebook know what audience you want your ads to be displayed to. Under the “Audience” section, click on “create new audience.”

Facebook’s new fair housing regulations only allow real estate agents to target by interest, limiting the demographics that indicate if someone might buy or sell a home soon. 

Because of this, realtors should consider the location option as the most significant. It enables your real estate company to target local residents with advertisements. 

4. Select the Correct Special Ad Category 

You must select the housing special ad category when making real estate Facebook ads. This category was developed by Facebook to decrease the possibility of user discrimination in advertising.

Although selecting this option may result in less precise targeting for your ads, it guarantees that your real estate company is abiding by Facebook's laws.

5. Find the Right Budget

Pricing for Facebook advertising is based on a bidding system. As a result, advertisers place bids based on the amount of money they are prepared to spend to reach a particular audience. Fortunately, all this bidding is automatic. Facebook will decide when and how much to bid for your placements after you choose your maximum daily bid.

You can establish your daily budget differently for each campaign or each ad set within each campaign. You can also adjust your budget as you go, but once you have an ad set that generates Facebook real estate leads at an appropriate cost per lead, don't change it. 

To get started, choose a daily budget, and then select a start date and end date for your ad. 

6. Select an Ad Format 

The next step to create your ad is to choose an ad format. It’s critical to execute the content of the ad format perfectly as this is what attracts the user’s attention. 

Carousel Ads

With carousel ads, you can give your clients the option to browse through several properties by displaying a series of images with captions underneath each one. This is a quick and efficient approach to advertise multiple homes on Facebook with just one real estate ad.

Single Image or Video Ads

Instead of having multiple photos for your audience to browse through, single image or video ads only display one image or video to catch their attention.

Videos and 3D Tours

Create an interactive ad with videos and 3D tours. Facebook offers multimedia features that exceed the value of single images or plain videos. Try experimenting with videos and even 3D tours to demonstrate greater detail than images could. 

7. Create an Engaging Copy

Posting content involves an engaging and impactful copy. The words you choose have great importance in an effective real estate ad. Always keep in mind that the goal of the copy is to encourage people to click on your ad and convert into a lead. 

8. Optimize the Landing Page

The best real estate Facebook ads will have a “call to action,” known as a CTA to redirect potential clients to a landing page that is optimized for the specific offer you are promoting. Real estate Facebook marketing ads promoting the service you offer should redirect leads to a landing page with a contact form that clearly mentions the offer in the ad. 

Using Facebook's instant form feature is the quickest method to build a landing page for each real estate ad. This will allow your leads to fill out a form to contact you. Regardless of how you decide to create your landing page, make sure to give it a design that will encourage people to leave their contact information.

To learn more about how to create effective real estate Facebook ads, visit Facebook for Business.

Looking to become a real estate agent in your state? Take one of our online real estate training courses.

Written and Published by: VanEd

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