Facebook Advertising for Real Estate Agents
Like a lot of people in their late 20’s to mid 30’s, my better half and I were looking at houses to buy. Well, let’s say she was looking at houses to buy and I was there for support and the occasional opinion on the house.
When meeting with the real estate agent she hired, I couldn’t help but think about what I would do if I were selling houses and such for a living. So today I’m laying out my social media guide for real estate agents. More specifically, using Facebook ads.
Before I get into the meat, I would like to point out that it’s extremely surprising how many real estate people are still using newspaper ads (you know, that gray paper stuff made from trees) and billboards to advertise their services. It’s like they’re living in 1992.
I’m sure you’re reading this because you are one of those people, and maybe you’re making an attempt at social media. But most of you are not, so listen (I mean read) carefully.
Knowing Your Audience
Now, I’m not a professional real estate agent, so I’m just throwing out a “wild” guess here. But I’m thinking your audience demographics look something like this:
Ages 25–54, Male and Female, Who’s household income is at least $75,000 per year.
Hold on, let me google this…
I was pretty close (via realtor.org 2015 statistics)
- Median age of first-time buyers: 31
- Median age of repeat buyers: 53
- Median household income of first-time buyers: $69,400
Guess where these people spend their time? …Facebook, Instagram, Snapchat, Youtube, Twitter. I don’t remember the last time I saw someone reading a newspaper or looking in a phone book.
So Which Platforms Should Real Estate Agents Focus On?
Answer: All of them.
Here’s what I would do:
First, I would concentrate on creating content for all the platforms. Make videos for Youtube and Facebook. Create pretty pictures for Instagram. Join and give value to conversations on Twitter. Create daily content on Snapchat.
By creating content you are not only building trust and authority, but you are giving value to your audience and potential clients. They will trust you more and make it a lot easier to sell a house and get their business.
I would be creating walk-through videos of homes (especially live streams), posting my blog posts aboutThe Top 10 Mistakes First Time Home Buyers Make and giving tips and strategies for buying and selling homes. That’s where you’re going to make your money, CONTENT.
There are a lot of different types of ads that you can use on Facebook, but I think the best one right now for real estate agents is video ads.
Yesterday, I called a yellow pages/phone book company just to get an idea of ad costs for something that is so outdated that I would never recommend being in a phonebook unless you sell to the 65+ year old audience.
For 2 inch by 2 inch ad, it’s $600 for the year and they print 50,000 of these books. I would take a guess and say that 5% of the people actually use the yellowpages. So your reach is about 2,500 people.
Taking that same $600 and using Facebook Ads, you could get 60,000 people to watch your video. It’s a no brainer.
For real estate agents, I would definitely think outside the box in terms of what type of content you are going to use for your video. Home walk throughs, maintenance or financing tips, anything really. You be testing lots of different videos and see which ones people respond to most.
Make sure to use your face in the videos too, which may be obvious in this line of work, but people do need to see your face.
Overall, Facebook Ads provide real estate agents a great opportunity to really build a personal brand and hope you take advantage of it. Myself and my clients at Badger Digital Media are seeing great results right now.