Facebook recently changed the rules about how real estate Facebook ads can be placed on the site.
The company set up a special ad category that makes it harder to target certain kinds of ads, like housing ads.
Most importantly, marketers can no longer show ads to specific groups of people based on their age, gender, behavior, or ZIP code.
Does that mean that Facebook ads for real estate don't work?
In no way!
COPYRIGHT_MARX: Published on https://marxcommunications.com/real-estate-facebook-ads/ by Keith Peterson on 2022-07-19T08:47:45.654Z
Facebook ads are still a great way to reach the right people with your ads.
When Facebook made the special ad category, they also changed the way they chose who to show the ads.
You can now make a "Special Ad Audience," and Facebook will show your real estate ads to people who act online like your current customers.
In the end, Facebook is one of the most effective ways to advertise real estate. As part of your social media marketing plan, Facebook ads work in a number of ways, such as:
- Trying to attract local customers. Local businesses are important to the success of real estate agents. Even though Facebook is used all over the world, Facebook Ads Manager lets you target local homeowners or people looking to buy a home in your area.
- Putting on a show. Facebook is a site where you can see a lot. So, realtors can use Facebook ads to show potential clients a sneak peek of the beautiful homes they can sell.
- Getting to know people. It is important for home buyers, sellers, and their real estate agents to work together. Facebook is a great place to build relationships with clients and potential clients.
Facebook ads are effective because you can target both specific leads and people who have already shown interest in your business by visiting your website or clicking on one of your other Facebook ads.
But that's not all. Facebook ads also let you create groups of potential customers based on the profiles of people who, for example, looked for similar listings.
With this technology, you can do a lot of different things with your advertising campaigns.
If you're focusing on listings, you can draw the attention of potential buyers to certain listings by telling them about open houses or telling them when the sellers will be taking bids.
If you want to represent buyers, hosting first-time buyer webinars or other resources on your website and advertising them on Facebook can be a great way to show how valuable you are as an agent.
Facebook's ad targeting options for housing, loans, and jobs will be completely changed.
Many of the targeting options will be taken away to stop people and companies from discriminating against protected classes.
They have already said that they will take away the ability to target based on age, gender, ZIP Code, and a radius of fewer than 15 miles.
The removal of targeting based on Zip Codes may add some extra work, but most successful real estate professionals who used zip codes were targeting much larger areas and just uploaded lists of many zip codes.
If you were targeting based on a list of zip codes, you will need to rebuild your Facebook audiences and targeting for larger areas (e.g. counties, DMAs, map radiuses of more than 15 miles, etc).
Facebook says it will also make a tool that lets people look at targeted housing ads.
This is similar to how the company made a database after getting in trouble for targeted political ads.
Facebook ads let you connect with more clients than ever, and not just by making posts that get people's attention. But how do you find them? To get the most out of this huge social media tool, do the following:
Targeting your ads as part of your real estate marketing plan is the key to getting real estate leads from Facebook.
By using the Special Ad Category option on Facebook Ads, you can reach the right customers at the right time.
Special Ad Categories can only do certain things, though.
What you need to know about Special Ad Categories is that they have restrictions to protect against social injustice, unfairness, and political corruption.
Review Facebook's process for approving ads about social and political issues carefully if you want to know how it works and keep your ads from being blocked.
Even though there are new rules, Special Ad Categories are still an important way for real estate leads to find you on Facebook.
As an agent, you can put ads in places based on:
- Geographic location. Even if you have restrictions, you can still target customers based on where they live. But instead of targeting specific zip codes, you can use a "pin-drop" tool that lets you set a 15-mile radius.
- Interests. You can still reach your audience based on interests like "buying a new home" with this tool. But you can't leave out interests like you can with standard ads. This helps to keep ads from being biased.
You can use Facebook tools to target your audience, but you can't use information like age or gender.
Because of this, you should think about these things when making your ad if you want to get more real estate leads.
If the women in their 30s and 40s in your area are your target audience, you should make content that speaks to their interests and preferences.
Think about: Are these women businesswomen?
Have they got kids?
How can you get their attention?
On the Special Ad Category, you may not be able to choose age ranges, but that doesn't mean you can't reach a specific audience.
Facebook is no longer just a place for young people to hang out. About 25% of Facebook users are over 50.
With 18% of users between the ages of 35 and 45 and 25% of users in their mid-20s and 30s, it's likely that your target audience is on Facebook.
To reach them, you just need to make the right kind of content.
Constant Contact has a Facebook Ads tool that makes it easy to start the perfect campaign for your real estate business.
With this tool, making an effective ad based on age, location, interests, and more has never been easier.
In the end, Facebook is one of the most effective ways to advertise real estate.
As part of your social media marketing plan, Facebook ads work in a number of ways, such as: Trying to attract local customers.
Local businesses are important to the success of real estate agents.
Facebook is a great place for real estate agents to connect with their circle of influence and (eventually) find new leads.
It has over 244 million users in the US and Canada, and it lets you tell your story and interact with other people's stories.
Reasons why people don't respond to real estate ads.
Error message "There's too much text in your ad."
Facebook suggests using images when less than 20% of the space is filled with text.
If your image has too much information, Facebook may cut the number of people who see your ad or stop it from being seen at all.
Real Estate Facebook Ads platforms are an indispensable resource for today's real estate professionals.
You should be ready to start developing your own Facebook advertisements now that you know how to use them and how they may boost your real estate business.