How to use Facebook for Real Estate Advertising

Facebook can be a powerful lead generation tool for real estate agents and brokers. And that’s understandable. Of Facebook’s billions of active monthly users, more that 50 percent sign in daily, and many of them spend over 700 minutes a month on the platform. That is also why businesses are now spending 122 percent more per ad unit on Facebook than a year ago.

To capitalize on Facebook, real estate agents and brokers should build a strong presence with your business’s Facebook account, including adding content regularly and engaging with users. Facebook advertising for real estate can supplement your content, putting it in front of thousands or millions of targeted users who can become future leads and clients.

Approaching real estate Facebook ads can be a bit intimidating and confusing, from where to set up your ads to spending the right amount to reach your best customers. This post will show you how to easily create various types Facebook ads based on your business’s advertising goals.

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Understanding Facebook Advertising Setup

Facebook Ads
Image from Facebook

As seen in this diagram from Facebook for Business, advertising campaigns set up through the platform follow a common structure. If your initial objective changes, your ad setup may differ slightly (see our examples below), but each ad will follow a similar route:

  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: You’ll here 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.

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See How We Get You REAL Results.

SEM – Unlock massive amounts of traffic with Search Engine Marketing (SEM) using a combined SEO/PPC strategies with clear ROI. See REAL Results

SOCIAL / EMAIL – our team creates epic content that will get shared, get links, and attract traffic back to your website for lead generation.

CRM – Tie all of your marketing efforts together, track your contacts across all channels, automate follow-up, and measure REAL results.

Pre-Advertising Preparation

Before you can jump into creating Facebook ads, it’s important to set up your business account, define your target consumer demographics, and understand your options for ad placement. Work through these steps before creating your ad for maximum results:

Set up a Facebook Business Page.

This step is critical: A Business Page cements your brand professionally on Facebook and gives you access to grow a fan base and see your page’s analytics. Additionally, without a Facebook Business Page your ads will be restricted to the Right Column, and this column isn’t seen on mobile devices. Before taking any steps in this post, see our post on setting up your company’s Facebook Business Page.

Analyze customer personas.

This is a bit of both online and offline work. Developing strong customer personas will allow you to determine who your target customers are and what types of content they’ll need to convert. Facebook also has a helpful tool called Audience Insights, which can show you demographic information about people all over Facebook. You can narrow down as much as you’d like, and even filter based on users who are already connected to your page.

Create audiences.

You will often target similar groups of people in your real estate Facebook ads, and you can save yourself lots of time by creating and saving audience lists. Audience lists are developed from features like contacts on your email list, website traffic information, Page likes, users who’ve already shown an interest in your business, and other demographics. You can also create Custom Audiences, Lookalike Audiences, and Saved Target Groups. You’ll see later how simple it is to import your audiences to make ad setup quick.

Facebook Select Ads Manager from Menu

Select “Audience Insights” from the left-hand menu.

Facebook Ads Manager Audience Insights

Facebook Ads Manager Create Audience

Understand ad placement.

You have some choices with regard to where your ad is placed on Facebook:

  • Desktop News Feed Advertisement
  • Mobile News Feed Advertisement
  • Right-Hand Column Advertisements
  • Partner Mobile Apps

Some marketers have found that the Right-Hand Column may perform better for promotions and website listings, while the center News Feed may perform better for content and page promotion. Be ready to play around with different areas to see which performs best for you.

Set an ad budget.

Don’t lose site of your return on investment: While you may decide to run ads for a few dollars here and there, you should really look at your advertising budget , determine how much your business plan allows for ad spending to generate leads, and what an appropriate return will be. Common advice is to enter Facebook slowly, with budgets for each ad that won’t break the bank if you don’t get the return you want, and then increase slowly based on your needs, engagement, and goals.