In the previous article, we told you about the main advantages of advertising on Facebook (link to the article), and in this article, we will take a closer look at how to properly prepare for launching advertising on Facebook, what lead generation tools are currently relevant and what offers can be used in advertising creatives.
A Facebook ad has three main components:
- Banner or animation video
- Creative copy and call to action
- Purpose of the advertisement
For the real estate market, there are 2 main effective goals: conversions and lead generation.
Lead generation is the fastest and easiest way to test your hypotheses, which at the same time can give long-term and good results. It is the generation that can bring a large number of leads at the lowest price, and this goal allows you to test advertising creatives, geography, and audience. Also, this goal generates a large flow of applications from potential customers, but the quality of these applications can be questionable for many factors. To avoid this, our marketing agency Adart optimizes and complicates the lead form to get more quality leads.
The “conversion” goal can give completely different results and directly depends on the landing page that the user will land on after clicking on the ad. It is necessary to have all the available tools to create a quality landing page so that advertising brings good results for developers or real estate agencies. When using the “conversion” goal, the applications will be much better, but the price will be higher than with the “lead generation” goal.
As we can see, there is no one working and universal working tool. Comprehensive testing of goals and hypotheses will help you come up with a working solution specifically for your real estate company!
Advertising purposes that are not suitable for receiving applications from your potential customers:
- Coverage
- Brand recognition
- Video views
- Involvement
Working with these goals, you will receive: comments, likes, impressions, and video views, but not applications.
Having dealt with the main advertising objectives on Facebook, we can move on to advertising creatives and why it is important to make them understandable and catchy for your potential buyer.
What messages to use in advertising to catch the attention of a property buyer?
There is no clear answer to this question, because even the most beautiful creative may not work, and an ugly one, on the contrary, will bring a large number of applications. Therefore, “beauty” is a rather subjective concept, in the case of advertising creatives.
At the moment, in the real estate market, many agencies use direct advertising – they put up a photo or video of the object and simply write the price. This is one of the working strategies, especially if your agency has a good track record and an impressive reputation.
The second type of creative is the development of a portrait of the target audience that you want to reach with the help of an advertising creative. Thus, you determine who your end customer should be, and what needs pains, and fears he has, and with the help of an advertising creative, you attract his attention, as you give him the SOLUTION that he has been looking for for a long time.
For example:
- A potential client wants to keep their earned money, but at the moment does not know where to invest it.
- A potential client wants to obtain a 2nd citizenship to feel safe and free to travel.
- A potential client is looking for a way to increase capital or receive passive income.
Each person has several reasons why he has not yet realized what he has been thinking about for a long time, and our task is to give him a solution to his problems and fears, with the help of advertising tools and excellent service from the sales department.
Where to get ideas for real estate promotional offers?
- Facebook Ads Library
- Spy Services
- Pay attention to what competitors most often launch in advertising and what goals of advertising campaigns they use
The Facebook Ads Library is the most popular resource that allows you to analyze advertising activity in your niche. To find the desired ad, you need to write thematic keywords in the description, such as: buy an apartment in Dubai, an apartment from a developer in Turkey, and so on. You will see a large number of advertisements that your competitors are currently using. Using this tool, you can analyze the banner designs, ad text, calls to action, and ad objectives that your competitors are currently generating bids for.
What is more important in real estate advertising: content or technical setting of advertising?
The age-old question that haunts everyone who has ever dealt with lead generation on Facebook. Our opinion is unambiguously creative. Since 10 advertisers can use the same settings in advertising accounts, in the end, the one whose advertising offer will be unique, engaging, and, most importantly, meet the needs of the client, will win.
At our performance agency Adart, we provide a full range of marketing for real estate agencies and developers, so we will gladly cover all your lead generation needs.
We hope that this article was useful for you and you learned something new yourself!