How to Create Effective Real Estate Agent Facebook Ads In 2023

Real estate agents have long relied on traditional marketing techniques such as flyers, billboards, and mailers to attract potential clients.

While these methods can be effective, they often come with a hefty price tag and don’t always reach the intended audience. In today’s digital age, Facebook Ads have emerged as a cost-effective and highly targeted way to advertise your real estate business.

Use this article and the video below as a guide to come back to as you set up your own campaign. We’ll show you how to create effective Facebook Ads that will help you reach your target audience and generate leads for your real estate business.

Understanding Your Target Audience

Facebook is one of the biggest social media platforms in the world, with almost 3 billion monthly active users. This makes it an excellent platform for real estate agents and agencies to advertise their services and properties. With the right targeting strategies, you can ensure that your ads reach the right audience, resulting in higher click-through rates, conversions, and sales.

Location Targeting

Location-based targeting is highly effective for Facebook Ads in real estate. By targeting specific locations, you can show your ads to people within a certain radius of the property you’re advertising. This helps you reach people who are more likely to be interested in your properties, leading to higher conversion rates.

Target By Interest

There is no shortage of data collected by Facebook. Interests are no exception. By analyzing user data, Facebook can identify users’ interests and behaviors, allowing realtors to target their ads to specific audiences. For instance, if a realtor is promoting luxury properties, they can target users who have shown interest in luxury travel, high-end fashion, and luxury cars. This targeted approach can increase the likelihood of reaching potential buyers who are more likely to be interested in the advertised properties.

Demographic Targeting

You can target people based on their age, gender, income, education level, and more. This allows you to filter leads who are more likely to be a potential new client for you. You should test each variable within its own ad set to see which demographics perform the best.

Behavioral Targeting

One behavior targeting option that is particularly relevant to real estate agents is targeting users who are likely to move. Facebook collects data on users who have recently moved or are planning to move, and you can use this information to target them with relevant ads.

Try testing the following options:

• Recent homebuyers: Users who have recently purchased a home.
• Renters: Users who are currently renting a property.
• Homeowners: Users who own a property and may be looking to upgrade or downsize.
• Household composition: Users who have indicated that they have a growing family or have recently become empty nesters.

Lookalike Targeting

Do you already have a list of past clients in your CRM? You might want to try out a lookalike campaign. Facebook uses its data to identify people who have similar interests, behaviors, and demographics to your existing customers, making it easier to reach new customers who are likely to be interested in your properties.

Setting Your Campaign Goals

Facebook campaign objectives are the goals that you want to achieve through your ad campaign. These objectives determine how Facebook optimizes your ads and who sees them. Facebook offers a wide range of campaign objectives to choose from, including awareness, consideration, and conversion objectives.

Awareness Objectives

If your business is looking to create buzz around your brand or reach a new audience, Facebook’s Awareness Objectives can help. These objectives are designed to increase interest in your products or services and boost brand awareness. Some of the awareness objectives offered by Facebook include:

• Brand Awareness: Designed to increase brand recognition and recall.
• Reach: Designed to maximize the number of people who see an ad.
• Local Awareness: Designed to increase visibility in a specific geographic area.

Consideration Objectives

Consideration objectives are designed to encourage potential customers to take action, such as visiting your website, downloading an app, or signing up for a newsletter. These objectives are perfect for businesses that want to generate leads or increase website traffic and they include:

• Traffic: Designed to drive more traffic to a website.
• Engagement: Designed to increase social media engagement.
• App Installs: Designed to promote an app.
• Video Views: Designed to promote video content.
• Lead Generation: Designed to generate leads.
• Messages: Designed to encourage customers to send messages to a business.

Conversion Objectives

Facebook ads with conversion objectives aim to drive valuable actions on your website or app, such as making a purchase or registering for an event.

These ads are most effective when targeted towards individuals who are already familiar with your product or service, having gone through the awareness and consideration stages. By providing an extra push towards conversion, these ads can help increase the likelihood of valuable actions being taken.

Crafting Your Ad Creative

You can benefit greatly from using visually appealing content. High-quality images and videos that are relevant to your message and target audience can help convey your message in a more engaging and memorable way. It’s important to ensure that the visuals are consistent with your brand’s visual identity to maintain a professional and cohesive look.

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Our platform offers a wide variety of customizable ad templates that are sure to capture your audience’s attention and drive conversions. Whether you need display ads, social media ads, email campaigns, or more, our ad creatives are designed to help you achieve your marketing goals. With the LCA Marketing Center, you can easily create and customize your ad creatives to match your brand’s unique voice and style.

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Optimizing Your Ad Placement

Your ad placement options will determine how your audiences see your ads and how they interact with them.

To maximize the effectiveness of your Facebook ad campaigns, we suggest utilizing three key ad placements: Facebook Feeds, Right Column, and Stories. Facebook Feeds offer the widest reach and highest engagement, making them ideal for building brand awareness.

Right Column ads are great for driving website traffic and encouraging product purchases. Stories are a highly engaging ad placement option that can increase brand awareness and lead to higher conversion rates.

While Instant Articles and Marketplace can also be effective depending on your campaign goals, they may not offer the same level of engagement as the other placements. By strategically selecting the right ad placements, real estate agents can effectively reach their target audience and achieve their advertising goals on Facebook, ultimately driving more leads and sales.

Setting Your Ad Budget

How much should you be spending on your ads? There really is no right or wrong answer here, as your budget will rely on a number of factors such as:

• Ad space competition
• Location
• Campaign type
• Etc.

At a bare minimum, it is recommended that you spend at least $150/month, which equates to $5/day.

Ultimately, you will want to test several different budget strategies until you find which ads are profitable for your business.

Launching And Monitoring Your Campaign

Once your campaign is live, there are several ways you can go about tracking the performance of your ads to be able to make data-driven decisions in your business.

Facebook Ad Manager:

The ad manager is your friend! This dashboard will provide real-time data on ad performance including impressions, clicks, click-through rates, and conversion rates.

Pixel Tracking

Be sure to set up & install the Facebook Tracking Pixel on your website or whichever landing page(s) you’re running ads to.

The pixel will help you track events when people click through from your ad onto your website. Set up custom events to keep track of your campaign goals and your ROI.

Google Analytics

This is a free tool that anyone can set up and add to their website. Keep track of your active users, demographics, and acquisition channels.

Measure for Success

Use the following metrics to measure your overall ad performance. You will want to keep a close eye on your campaigns especially when you first launch so that you are able to turn off any underperforming ad sets.

Performance: These metrics can include results, reach, impressions, cost per result, people taking action, 3-second video views, video percentage watched, video average watch time, and more.

Engagement: People Taking Action, Post Reactions, Post Comments, Post Shares, Link Clicks, Page Likes, Cost Per Link Click, Offer Claims, Event Responses, Sign-Ups, etc.

Performance and Clicks: Cost Per 1,000 Impressions, Link Clicks, Cost Per Link Click, CTR, and Clicks.

A Final Word On Facebook Ads For Real Estate

Facebook Ads are a powerful marketing tool for real estate agents. By understanding your target audience, setting clear campaign goals, crafting compelling ad creative, and choosing the right targeting options and ad placement, you can create effective Facebook Ads that generate leads and drive business growth.

Interested in learning more about Facebook Ads or just real estate in general?

LabCoat Agents hosts weekly webinars from a wide range of topics. Check out our schedule below.

LCA Weekly Webinar Schedule