1 Killer Trick On Facebook That Hooks Zillow Buyers

Real estate agents are keenly aware that in order to be successful, their skill-set can’t be limited to selling a property. In fact the ability to generate leads through captivating marketing campaigns is likely even more critical to achieving success in the competitive real estate industry. How can you sell a house if you have no one to sell it to? You have to think of yourselves as Media Companies!

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Back in the day, real estate agents relied on networking around town, posting information on the supermarket bulletin board, and perhaps even going door-to-door to share a friendly smile and hand out a flashy flyer. Nowadays this strategy doesn’t quite cut it. Half the people at the grocery store are glued to their phones, and the other half is lounging by their fireplace waiting for their Instacart delivery to arrive.

So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! According to a recent study by Mediakixthe average person spends 35 minutes per day on Facebook giving you, the realtor, ample opportunity to get in front of the right people with your killer Facebook ads.

Facebook is also inherently visual (just like real estate), and provides extremely granular targeting options that allow to reach the exact market you want, from first-time, just-married home buyers to wealthy coastal retirees.

We know Facebook advertising is the answer, but what is the strategy behind it? How can you maximize your budget to ensure you’re not wasting valuable marketing spend on failed campaigns?

Here are seven super-effective tips to ensure you capture that ready-to-purchase audience on Facebook.

Layer on Location, Demographic, Interests, and Behavioral Targeting Options

Aside from Facebook’s popularity, what makes it the perfect platform to advertise on is the truly detailed level of targeting you are able to achieve. After configuring the goal of your campaign you can use the various targeting options to layer on precise options, and ensure you’re showing your ads to the right audience.

Here are a few ideas for targeting options that may appeal to your buyer pool.

Location Targeting: Target by Zip Code

The first thing you will want to do is set some location targeting based on the region where you’re selling properties. It is important to be cautious here because you don’t want to get overly precise and target within a one-mile radius, since people may be moving from other locations. I’d advise targeting the zip codes that typically move to where you’re selling based on past selling history.

Age Targeting: Target the Age Ranges Most Likely to Buy

This one is pretty self-explanatory, but it’s critical not to breeze over since there is no use in showing your ads to an 18-year-old who likely does not have the budget to purchase the $2 million mansion on the water you’re attempting to sell.

Demographic Targeting: Target by Income

By navigating to Detailed Targeting > Demographics > Financial > Incomeyou can target your audience based on how much they’re making. Pretty neat, right? This is super valuable to real estate agents since this often determines the types of properties that people are able to buy.

Demographic Targeting: Target by Home Ownership Status

Detailed Targeting > Demographics > Home > Home Ownership will lead to three options: first-time homebuyer, homeowners, and renters. Depending on the types of properties you’re selling this will be extremely helpful in finding the right individuals. For instance, if you’re selling affordable condos in a hip urban area then you should likely target the “first time homebuyer.”

Real estate Facebook ads targeting audiences by likelihood of moving

I have no idea how Facebook makes these assumptions, but if the option is there, why not use it?

As a summary here are some targeting ideas to ensure you’re spending your money where it counts:

  • Target by zip code
  • Target by age ranges
  • Target by income
  • Target by home ownership
  • Target a lookalike audience
  • Target people “likely to move”

WAIT THE SINGLE MOST IMPORTANT TARGET TO DO IS…

This is the single biggest SECRET They don;t tell is this little magic targeting trick. See a few years ago Facebook started doing what Google does. They follow your activities online. Think about this for a minute. Facebook is nearly always open as an app on everyones phone, many consumers who while at work have Facebook open on their desktops. What Facebook does is follow everything you do online. For instance let’s say you open Facebook while on break at work or just to pass a few minutes of time. Then you open a new tab and search for a recipe on how to cook ribs for tonight’s dinner. Then you check ESPN for scores, and perhaps hit up Pinterest and look at dreamy backyard landscapes for future projects. Pretty typical scenario for online users to open multiple tabs and visit many different places including Facebook.

What Facebook is doing is gathering information on all the activity and looking for triggers and key search words that…. Wait for it… Match your Target Words! Yes you read that right! Google has been doing this for decades. It’s is what power search word advertising online. Pretty Cool, errr SCARY!

So, here’s the BIG SECRET: In the Target Audience section enter the following; Zillow, Trulia and Redfin. These are the top home search sites online. Zillow alone receives 36+ million visits a month.. Crazy right?  When you put in these keywords in the target audience field Facebook looks for consumers who have visited these three sites in recent days. NOW THATS POWERFUL!!! Imagine your boosted ads are front and center with consumers actually looking for homes on places like Zillow, Trulia and Redfin.

 

 Facebook advertising for real estate agents doesn’t need to be a draining and daunting task. Take these tip, have some fun with it, and watch your listings fly off the market!