The big challenge of real estate consultants and agents is to bring the high quality clients that are already ready to make a decision and buy a property, and they have the capital required to close the deal.
True, there are a lot of marketing channels, like Yad2 and other such portals that help recruit relevant customers, but the big problem with these is that your competitors are there as well. When a potential customer visits such a portal and searches for a property, he’ll also find you and your competitors on the same page.
It’s very difficult to cope with this competition and the phenomenon of customer drift.
Another successful channel to recruit the “right” customers is through Facebook and Instagram, but these channels require an understanding of the platform’s rules of the game, as well as a bit of technical knowledge.
This article will review the important points when you work with Facebook and Instagram and also to give a few tips and tricks.
It’s really important that posts are structured uniformly on a page. When someone is looking to buy or rent a property, he’ll probably scour every one of your pages. If your posts are consistently organized, it’ll be easier and quicker to understand whether the property is relevant or not. Make sure the structure is uniform, something along the following style:
***House for Sale*** in Ramat Hasharon, xxx neighborhood***
230 built square meters
330 square meter plot
6 large rooms
Basement with a separate entrance
2 parking spots
Designer chef’s kitchen
German-made Bosch kitchen appliances
Another advantage of writing the property description this way is that the text will be too long to display on one screen and then Facebook’s system will add a ‘continue reading’ button. When the site visitor clicks on this button, the system calculates it as engagement in the post. So the system will “think” that the post is interesting and organically (free of charge) expose it to more people.
Numerous studies have been conducted on this topic, and the general opinion is that adding an emoji to posts and/or ads increases the click rate on those ads and posts. This is really true when we work with consumer goods and lifestyle brands.
This is less appropriate in my opinion when we are trying to make a “large and serious” deal, probably the largest deal most people will ever make.
I see a lot of real estate agents’ pages that add quite a few emojis to their posts, and I don’t think it’s right from a marketing aspect. People want seriousness when they are looking to make a real estate deal and emojis sometimes gives the impression of inappropriate frivolity for the target audience.
Stills and video:
I’m sure you know that what prompts a potential customer to contact an agent are photos and/or video of the property.
The photos have to be professional and great quality. If you can hire a professional photographer to photograph the property, then all the better. If you can’t afford it, you can still take great photos with a smartphone. You just have to know how to work with the camera.
There are a few links for good, inexpensive courses that can help you take better video and stills:
Location, location, location,
How do you say it in your business? Location, location, location 🙂
So even when we work on Facebook and Instagram we want to stress the location of each property.
We’ll stress these things in the post’s wording, according to the buyer’s profile.
If it’s a property for a family, we’ll want to emphasize proximity to kindergartens and schools, shopping centers, and so forth.
If it’s an investment property or one for a young couple, we might want to emphasize the future plans for the area, etc.
It’s very important to stress this information in the posts in order to generate greater interest among potential customers.
We often encounter ads that don’t include this information, and then I find myself Googling the area where the property is located to get a better understanding of the facilities in the area.
And as soon as I do this, I’ve disappeared into the www. Now I’ve moved to another site and immersed myself in reading an article on another topic, my phone rang or suddenly the kids wanted my immediate attention.
In such a case, it’s very difficult to get back a “lead that started roaming the web”.
That’s why it’s very important to give as much information as possible in the ad / post about the property, including the location.
Recommended campaigns for real estate agents
When I work with real estate agencies I work in a funnel content and campaign configuration.
So what does that actually mean?
Like with every purchase decision, the customer needs to shop around and reach the conclusion that now is the right time to act. We want to encounter the customer at the earliest possible stage when he starts considering his next purchase. At the very beginning of his market survey.
Why waste time on customers that still aren’t ready to buy, you ask? Great question!
In order for us to be able to find our way “into their hearts” and present ourselves as the experts we are, and create a deep enough relationship with them so they trust us when they are ready to act.
The first campaign that we want to start is a post engagement campaign to involve the audience.
This campaign will usually include posts of different types of properties, and my personal preference is video.
For several reasons:
Once we’ve engaged enough of an audience we want to serve them a lead campaign. This can be a lead generation campaign, meaning, with an internal Facebook lead form, or a conversion campaign that redirects to a landing page or website.
If we choose to redirect our audience to the website or landing page, remember to embed a pixel and conversion pixel in the right places to measure and conduct a high quality optimization for the campaign.
And then it repeats. We’ll continue promoting posts in an engagement campaign of relevant properties that we have while concurrently presenting to the audience that “touched” the campaign to leave details in a certain type of lead generation campaign.
Allocating the media budget:
One of the questions I’m always asked is how I decide how much to spend on each campaign I build.
The answer to this question is made up of a lot of very subjective parameters to the business type and status.
With a fledgling business, we want to place a strong emphasis on sales and/or leads in order to generate traffic and “warm” customers for the business. With a more established business I’ll place greater emphasis on strengthening the brand’s visibility to start generating future leads for the business and also to enable the business owner to raise the prices of his products and services because of higher quality branding.
I start with the assumption that most people reading this article are in category A of businesses.
But if you’re in category B, then A. Well done 🙂 and B. It’ll be too complicated to explain how to divide the media because you also have to take the content strategy of your brand into consideration.
So let’s get back on point: How do we divide the media?
The first and most important thing is to decide how much monthly media we have. I often ask new clients in our consultation meeting what their media budget is.
The answer I often get is: wow, we haven’t thought so far ahead, what do you recommend?
So in principle I recommend as much as possible so that we can bring more customers to the business. The equation is clear to you, right?
Let’s take a monthly media budget of 3000 NIS as an example. 100 NIS for a day of advertising.
At first, if I don’t have a “colored audience” ready to work, I want to invest a larger part of the daily budget in a post engagement campaign.
And then, after around 10 days to start a remarketing campaign on this audience with a lead generation campaign, let’s say, to recruit leads for the business.
If I get to a business that has already been running for a while, I’ll probably start differently. At first I’ll direct most of the budget for the remarketing campaign and then right before I fully exhaust the existing audience, I’ll start working to bring a “fresh” audience to the business.
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