Real estate agencies and independent realtors have depended on advertising since the inception of this industry. Starting with printed listings displayed in the window to digital ad campaigns, real estate professionals knew that they had to reach out to potential buyers and sellers in order to stay in business.
However, as the world of advertising evolved and multiplied, it made people less and less responsive to ads. There is an ad for everything these days, from bottled water to top-level smartphones and gadgets. Most of these ads are in the online environment and interrupt people from reading an article or watching a video. So ad-blockers were invented and an increasing number of people use them.
Finding New Leads – Harder and More Expensive than Ever
These are the current conditions of the market: prospects are difficult to reach and very reticent to respond to ads if they are disrupting their internet browsing. In this context, real estate agencies must turn to a new digital environment to post their ads: social media.
More precisely, Facebook™ is the preferred social media platform for most companies – operating in all the industries – to reach out to potential customers and create thriving traffic and sales funnel.
Here are a few reasons why you should also turn to Facebook advertising to keep leads coming to your real estate business:
1. Facebook™ Has a Huge Audience of Adult Users
As more social media platforms, like Instagram and Snapchat, appeared, teenagers and youths migrated towards them. Thus, Facebook™ users are mostly over 30 years old – and they represent the largest social media audience at a staggering 2 billion active monthly users.
This is the kind of audience any realtor seeks – people who have an adequate income level and credit score to afford to buy a home. Also, this pool of users comprises even older people – in their 50s and 60s – who are considering selling their home, either to upgrade to a better one or to move to a seniors-friendly location.
2. Facebook™ Allows You to Post Lavish Visual Content
One of the key elements of a successful property sale is taking beautiful photos of the building, showcasing its benefits and advantages, such as the well-maintained lawn in front of it, the large rooms and generous natural light coming through the windows.
Facebook Advertising not only allows but encourages businesses to create lots of high definition video and photographic materials. Thus, you do not have to worry about resizing HQ property photos or keeping your videos very short in order to have a small-sized file in the end.
3. Facebook™ Encourages Direct Interactions between Users
Buying or selling a house is a very personal decision. First of all, there must be a relation of trust with the realtor handling the deal. After all, the realtor’s choice will determine the future life of the entire family for a buyer and the final sale price for the seller.
Facebook™ is the right place to start building trust. The social media platform is now focusing its post-promotion criteria on how many engagements and how much interaction each post generates. Thus, the more social you are in your interactions with followers and prospects, the higher up your posts will appear on the newsfeed of qualified leads.
4. Facebook™ Allows Advanced Ad Targeting
Without exaggeration, Facebook™ is the social media platform that has the most in-depth knowledge about its users. It knows where they live, how much money they make, what hobbies they have, and even whether they are likely to move from their home and find a new one.
This advanced targeting is extremely valuable for any business: it helps reduce ad spending by targeting only people who are most likely to click on the ad and follow through with the CTA.
5. Facebook™ Newsfeed Ads Are Not Hidden by Ad Blockers
Last, but not least, newsfeed ads that have the look and feel of a piece of content are not only likely to get a click, but they are also not blacklisted by ad blockers. This is a very important argument in favour of Facebook advertising, given the trend of poor performance among other types of digital ads due to ad-blocking software installed and sometimes even natively embedded into internet browsers.