Marketing

How estate agents can win more business through Facebook advertising

Gabrielle Pickard
Written by Gabrielle Pickard

Maintaining a healthy flow of instructions and clients is all about reaching out to as many potential buyers and sellers as possible. Many estate agents already harness the reach and power of social media platforms such as Facebook to win new business, but not all are realising the full potential of such networks.

Social media advertising is a relatively affordable way to expand your marketing reach. It can also save you a great deal of time, as regularly posting on social media to attract new buyers and sellers can be extremely time sensitive. Paying for a sponsored post means that a lot of the work is done for you, as platforms such as Facebook ensure that your ad regularly appears in potential customers’ news feeds.

Reaching out to your target demographic

One of the keys to success with any kind of advertising is catching people at the right time. For estate agents, it’s making sure that people who are considering putting their property on the market or buying a new property see your ad just at the right moment.

Facebook advertising can achieve just this. Facebook allows you to target users on a number of demographic areas – from gender and age to location and interests. These last two are crucial, as it means that Facebook users who have recently searched or expressed interest in property in a particular area are more likely to see your ads.

Targeting ads in this way gives you the best value for money and makes it more likely that your ads will reap rewards.

How to get the most Facebook ads

Of course, simply placing a paid ad on Facebook isn’t any guarantee of success. There are certain things you need to do to maximise the effectiveness of your campaigns, including:

  • Targeting specific areas – if you cover too large an area or demographic, you can actually be limiting your reach and not getting to the customers that will actually be interested in your services
  • Being engaging to catch users’ attention
  • Being consistent with your campaigns
  • Including a strong (but not too pushy) call to action.

Affordability

If you’re concerned that your marketing budget may not stretch to Facebook advertising, it might be time to take another look at the figures, and you may find Facebook ads don’t cost as much as you think.

Other marketing costs may be rocketing but at the moment, platforms such as Facebook remain the most cost-effective way to expand your agency’s reach.

About the author

Gabrielle Pickard

Gabrielle Pickard

Gabrielle brings more than a decade’s writing and editing experience, having been creating and editing high quality content for a wide range of publications in the property sector, reporting about the latest trends, news and developments in this fast-paced industry that doesn’t stand still for a second.

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