Facebook is great for visual content, offers granular targeting options, and allows you to interact with prospects publicly (e.g., as comments on your post or ad) and privately (e.g., via Messenger.) You can also leverage various ad formats to showcase your properties and capture attention.

However, as more real estate agents are using Facebook ads, the intense competition is driving up the cost. It's more important than ever to implement the latest best practices so you can get the highest ROI from your ad spend.

 

How To Maximize Return On Your Real Estate Facebook Ads

Here are some real estate Facebook marketing best practices to help you get the most from your advertising budget:

Refine Audience Targeting

Facebook offers highly granular targeting capabilities by leveraging its vast amount of user data. You can layer on location, demographics, interests, and behavioral targeting options to get your ads seen by the ideal audience. This will help you drive high-quality traffic to your website and control your spending, so you’re only paying for clicks that are most likely to turn into clients.

Targeting options you should consider include:

• Location: Select audiences from zip codes that are most likely to move to your area. You can analyze your selling history to inform this strategy.

• Homeownership status: Yes, you can even choose to show your ads to first-time homebuyers, current homeowners, and/or renters!

• Lookalike audiences: Import your client email list, and Facebook will find individuals “just like them” and, therefore, more likely to be a good match for your offerings.

• Behaviors: Get your ad in front of people who are “most likely to move” by selecting this option under “residential profiles.”

Tap into the Power of Videos

Did you know that real estate listings that include a video get 403% more inquiries than those without one? Videos not only help you capture attention but also allow prospects to have a more realistic look at your properties. They help you attract potential clients who are most likely to be serious about making a purchase.

Don’t be shy when making videos. Relax, show your face, and be conversational as you walk viewers through the property to build trust and provide context. You can also up the ante by creating 360-degree real estate videos. Lastly, don’t forget to follow Facebook’s recommended specs to ensure that your videos are optimized for the best viewing experience.

Explore Ad Formats and Types

Facebook offers a variety of ad formats. Besides single image ads and video ads, you can experiment with carousel ads, slideshow ads, collection ads, and instant experience ads to better showcase your properties. You should also explore different ad types (e.g., dynamic ads, click-to-messenger ads, and lead ads) to generate more responses based on your objectives. 

Carousel ads, in particular, are highly effective for real estate marketing. They allow you to display a series of images in a catalog style to promote multiple listings or show different rooms in the same property. No matter what format you choose, be sure to use high-quality images. Also, follow Facebook’s specifications to ensure that they’re displayed properly.

 

Optimize Real Estate Facebook Marketing with LeadHax

While running a single ad isn’t too hard, things can get complicated real fast when you’re juggling multiple properties and different audiences. Setting up all the targeting and managing the bidding (which we’ll discuss in part 2 of this series) to maximize your ROI isn’t exactly a stroll in the park.

The good news is that you don’t have to do it all on your own. LeadHax can help you identify your ideal audiences and automatically create your ads with the right targeting options as soon as your listings hit the market. Meanwhile, on-demand reporting can help you take the guesswork out of your marketing strategy and optimize your marketing spend.

Real estate agents using LeadHax are generating 3X the response rates thanks to our advanced targeting feature. Learn more about LeadHax and see how we can help you build personalized ads in seconds.