Why Every Realtor Needs Facebook Ads
The 1980s gave us many great things. Beyond the Pet Rock, big hair bands, the Delorean and Mr. T, America experienced one of the biggest real estate booms since the Post-War era. With everyone looking to buy and sell real estate naturally came the influx of Real Estate Agents. It was such a popular career choice that Hollywood took notice. From Ferris Bueller’s mom (btw she was only known as Ms. Bueller) to Annette Bening’s character in the Academy Award Winning movie American Beauty. And in both of these movies they had one great key thing in common- they were SUCCESSFUL.
Success in Real Estate comes down to one simple reality, people knowing you. And not just any people. People who are looking to buy or sell real estate!
Once upon a time the staples of Real Estate Agent Marketing were outdoor advertising (bus stops, billboards, shopping carts, etc.), direct mail, phone marketing and good old fashioned door knocking. But times change and the most successful Realtors have changed with it. So how are the most successful Realtors marketing themselves? With Facebook Ads! And surprisingly it’s still largely an unknown and virtually untapped market.
Kids these days don’t use Facebook much. It’s become evident but the proliferation of Instagram, Twitter and Snapchat. But who is on Facebook? Well adults mostly. And guess what adults do? Buy and Sell Real Estate! And this is only part of why Facebook Ads have become the absolute best marketing tool for Real Estate Agents.
Targeted Advertising. You may have heard this before and this is the key distinction between ads that show and ads that sell. Unlike Google Ads which display to people who type in the keywords you indicate, Facebook Ads target people whose behavior and interests indicate a clear interest in buying or selling real estate. Facebook’s data collection algorithm has become so advanced that it now has a marketing option to specifically target people who are likely to purchase real estate.
Facebook ads show up strategically and casually within a users experience whether it’s in their newsfeed, messaging app, or on a mobile device. Facebook Ads are cleverly designed to have the same layout as their friend’s posts, which builds trust and intimacy, or as they say in NLP, rapport. Facebook Ads can be configured for a variety of outcomes, whether you’re looking to promote a listing or open house, if you’re looking to direct traffic to your website or landing page, or even collect raw contact information that feeds directly into your CRM.
Now you’re probably thinking that Facebook Ads are great because of it’s targeting abilities, but actually that isn’t the best part. The best part is they are CHEAP! If you pay close attention to most of the ads on Facebook you’ll notice something interesting, most of them are from mostly unknown, smaller companies. You’re not finding ads for Tide laundry detergent or Toyota. The big corporations with their big ad budgets haven’t made their way to Facebook quite yet, and as a result the cost to run ads are surprisingly affordable. In fact, many Real Estate agents get success from ads that run for just $5 a day. No other marketing platform can hold a candle to Facebook’s precise targeted marketing and HUGE user base. This is why smart Real Estate Agents are running Facebook Ads.
The only downside to Facebook Ads is how difficult their interface and system is to use. Seemingly every day Facebook is making changes to the look and layout of it’s dashboard. It’s certainly not designed for Joe or Jill Everyman. However the complexity is very much intentional; Facebook only wants experienced marketers using and managing ads on their platform. This is why they don’t have a customer service line or even proper documentation. The way Facebook sees it, having experienced professionals running ads on Facebook ensures these ad campaigns are successful, thus sustaining the Facebook ecosystem. If you’re a Real Estate Agent you need to be using Facebook Ads with a qualified marketing professional. Their costs range from $500-2,5000+ a month, typically. This way may seem like a lot but you need to put it into perspective. Amateurish marketing is typically money wasted. But marketing done right is not an expense but an investment. And given the high commissions for real estate it’s clearly a smart investment.