Facebook ads for real estate the why and how of getting (real) leads

After analyzing over one billion Facebook posts from roughly three million brands, Buzzsumo discovered that the three most engaging post types overlap perfectly with those three qualities: (1) questions, (2) images and (3) videos. Questions, images, and videos drive the highest engagement on Facebook, which makes Facebook the perfect fit for real estate.

To determine what posts you see – and more importantly, what posts your audience doesn’t see – Facebook’s algorithm uses what’s known cognitive computing; in simple terms, machine learning. These algorithms learn by testing and figuring out how people respond to those tests because Facebook is all about providing relevancy and rich experiences for the people who use it.

Facebook’s Ads Guide walkthrough the various placements and even includes annotated examples of each type: For all the variety we’ll walk through below, there are essentially four “placements” to choose from on Facebook. Each placement offers its own unique information for you to include. The “Desktop News Feed” is the largest and naturally allows you to add more information than the other three.

Ads featured in the news feed have a 44% higher click-through rate than right-side-column placement as well as a five-times-higher conversion rate. With this type of ad, you can include high-quality images, your logo, a custom message, and a link to your website through the “Learn More” button. A Facebook news feed ad. Goal 2: Generate Leads

This is an ad type for any page position, either in the news feed or the right hand column. You create a custom post and — while it includes a call to action button — priority goes to “Like Page” in order to build your Facebook audience. On a side note: adding an image of the realtor over the main image, like this example, is a stroke of genius, as it breeds trust. Try it with your ads.

From a psychological point of view, people are on Facebook in a very personal capacity: to keep up to date with friends and family. They’re not there to buy houses or view listings. So when an image looks like you or I just took it and uploaded it ourselves — especially if you select an ad type that is featured in the news feed — it feels less like an ad and more like it belongs; as if a family member or friend uploaded it instead of a business.

As you know, when somebody is looking to buy real estate, they want to connect with real and trustworthy people. That should be well expressed in your short ad. Titles such as “Looking for a Home?” “Where are the best schools?” or “Behind on Payments?” are all attention grabbers that lean on the most popular type of post on Facebook – questions – while at the same time attracting the kind of people you’re looking for. (2) Message: 90 characters.

Interests: this one is tricky. If there’s a local college in the area, then make sure to include that college as an interest and all of its athletic teams. Same goes for families, bachelors, and retirees. Think of places near the real estate property that your audience would frequent and include them. This puts your ads in front of the people who liked other Facebook pages of these places.

Facebook ads show up on the pages of people based on who they are and what they’re interested in, so what they see is – here’s that word again – relevant to their lives and behaviors. This is good news for real estate agencies because your money works to bring in more of the right people, instead of just anyone who may give you a like but would not become a buyer or seller.