Facebook ads are a confusing topic for many real estate agents. While we’ve discussed at length targeting for Facebook ads, what your target audience sees and reads is just as important. Here are the top tips for creating a more highly effective ad that attracts more real estate leads.
What You Should Do
- Use a photo that is bright, appealing and matches your audience. If you’d like to show an example of homes that you sell, use a frontal photo of a recent home that you sold (and be sure it’s one of yours!). Interior shots can also work well if it appeals to your particular audience. A modern shot of a living area or one with a cool feature is great for homeowners you’d like to target that are looking for contemporary homes. The backyard with a hint of a pool is a great one for families.
- Test your ads. It’s a good idea to test your Facebook ads by split-testing them. This means running two ads at the same time with two different photos and copy. However, you will need to run the ads in different ad sets. This ensures that the two ads are not competing with each other since they are in the same ad set. Doing so allows Facebook to run the ads
- Write a compelling message. In just a few words, let people know what is that you are offering them. Sometimes using seasonal verbiage like “What can your [city] home sell for in 2016?” can drive people to feel more motivated to click on your ad. Get personal, too. Don’t just mention that you are a real estate agent or Realtor but that you specialize in a particular type of home or area/city.
- Provide a call to action. Make sure that you mention in your ad to actually “click”. Simply telling people to “get” something or “learn more” is not as direct.
- Change the photo often. People get tired of seeing the same ad. You will be reaching the same audience, so it’s important to give them something unique every time your ad shows up on their newsfeed.
- Test different types of home photos in the same area. If you are showing examples of different homes that you sell, try a two-story home, a new build and an older home, for example. Depending on your audience settings, you may find that one type of home will attract more sellers in your area than the others.
What You Should Not Do
- Use stock photos. Using an ad with a real photo (with permission) of a landmark in your area or a home you’ve recently sold is more representative and compelling.
- Use words on your ad photo. This could get it rejected by Facebook for looking to spammy. Facebook has a great tool that you can use to upload your photo and test if you have too many words.
- Use photos that show an area versus as an actual home. Unless you have a photo that is compelling and truly representative of/attractive about your area, you might not get people understanding at first glance what it is you do or are offering.
- Alienate your audience. If you have an ad pointing to your Home Value Leads landing page, for example, include copy that asks “What is your [city] home worth?” Replacing “home” with condo, townhouse or the like will keep all homeowners from clicking through. After all, a condo or townhouse is a home, too!
- Mislead your audience. Make sure that the information you provide is factual and that where your ad leads people will give them the infromation they expect. Remember, building trust as a real estate agent is important from the get-go!