Is your marketing puzzle missing that one small yet important piece that can help take your business to the next level? Paid social advertising is one marketing tool that real estate brands of any size can integrate to generate leads, grow your brand, and expand your social media presence. Here's why paid social advertising may be the missing piece to your marketing puzzle, along with some tips to help you get started.
How Paid Social Advertising Works
One of the perks of paid social advertising is that you don't need a ton to get started. A great real estate website is a must, of course, because you'll want a place to send the people who see your ads, and you'll need to set up a business page on any social platform where you plan to advertise. As you plan a campaign, you'll decide on the campaign's objective and determine the target audience, budget, and length of time that your ad will run. Then you'll set up the details of the ad, including the headline, copy, and images. You can easily monitor the results of your campaign over time with data-based insights that allow you to customize your advertising with confidence.
Enjoy the Benefits of Highly Targeted Advertising
One key benefit of paid social advertising is how it allows you to target specific demographics and reach the prospects who will be most interested in what your real estate brand has to offer. You can build profiles to target specific demographics, promote listings to people who have already searched for similar listings, or target prospects who have already indicated some interest in your services online. These are just a few of the many ways that you can customize paid social advertising campaigns to suit your needs.
New to Real Estate Marketing? Paid Social Ads Can Expand Your Reach
When you're a new agent or real estate brand, you don't want to wait for results with your marketing. Growing your online brand organically with tools like SEO and content marketing takes time. Paid social advertising has no such limitation, making it a perfect complement to your organic marketing tactics. Paid advertising allows you to reach your target audience immediately, get your brand in front of the right eyes, and start generating leads from the time that you launch your first campaign.
A Dependable, Versatile Tool for Growing Your Brand on the Biggest Social Platforms
For paid social advertising in real estate, two platforms stand out above the rest. Both Facebook and Instagram are excellent places to promote your brand with paid advertising campaigns. The versatility of paid social advertising on those platforms allows you to reach diverse audiences, whether you're promoting listings, targeting local customers in specific markets, or simply establishing relationships with potential clients that you can nurture over time.
Planning a Campaign? Start with a Goal and Target Audience in Mind
When starting a new campaign, you'll want to consider a few important factors. First, what is the goal of the campaign? Naturally, the content of your ad will be different depending on whether you're promoting a listing, open house, webinar, client testimonials, or services for sellers. If you want your target audience to take a specific action, then your advertising should be tailored to that goal.
Next, you'll want to consider who you aim to reach. This includes broad categories like active buyers or active sellers, along with more specific audiences based on demographic details. Think about who you want to reach, what they want, and how to appeal to their needs as you customize your campaign.
Why Your Website Is Essential to Paid Social Advertising
Since one of the main goals of paid social advertising is to attract traffic to your real estate website, you'll also want to make sure that your website appeals to the needs of your target audience. Integrating resources for buyers and sellers is a great place to start if you plan to market to both groups. You can also create localized content and neighborhood guides to help your audience make informed decisions on where to shop for homes.
Make Your Life Easier with Ad Wizard and Pay-Per-Click (PPC) Advertising Services
Searching for an easier way to master paid social advertising? Our Ad Wizard tool makes it easy to create, customize, and launch campaigns with as little as a few clicks in DeltaNET®6. With templates, customizable ad layouts, stock art, and a wide variety of ad types, you can launch your next campaign with ease. Or you can rely on our team of PPC advertising pros to help you develop campaigns that maximize ROI. Either way, you don't have to worry about handling all of the details of paid social advertising on your own.
Pay-per-click (PPC) online advertising may seem like one of the most challenging topics around.
But of all the industries that use PPC, real estate agents are among those most likely to gain a true windfall of business value. That's because PPC ads that may cost only a few dollars a week greatly accelerate the process of attracting qualified buyers to properties.
We know: From the outside, PPC seems complicated, technical, and risky.
The truth is, profiting from PPC ads has gotten more and more difficult over the past few years. When more advertisers join a platform, the prices go up. At the same time, each major digital platform is at work on new ways to protect its investment, making the standards for every ad higher.
But there is a simple, powerful way around all that complication.
First, understand the value proposition:
Pay-per-click ads can help you sell houses faster for just a few cents a day.
Once you see the potential, the rest of the details slide into place much more easily. Simply, PPC is a far easier prospect when you have the potential to make $5,000 or more on a transaction. There's room for trial and error compared to companies that may be trying to make sales for only a few dollars each.
So, how can you get the knowledge you need to get started with PPC?
Pay Per Click Is Simpler Than You May Think
In truth, there are only a few factors you need to be aware of in PPC.
This handful of factors will produce 90% of your results:
On Facebook, the photo associated with your ad is its most powerful asset. That's the core reason why Facebook – and its even more visual counterpart, Instagram – are at the center of the conversation for real estate professionals who want to get real digital advertising ROI.
Your ad may lead to a landing page on Facebook or on your website. For example, this approach may be best to collect sign-ups for an open house. Or it may lead directly to your listing, which should be ported from your MLS directly onto your website. If your listing is fully optimized, this can be a good bet.
Whatever the case may be, your visuals are a major determining factor as to whether and when people will click. You should be just as careful in selecting them for quality, composition, and vividness as you would be when you assign pictures to the listing or any other marketing element.
Targeting is the other key factor in ensuring that the right people click on your ads at the right time.
Even with the rise of virtual tours, most buyers aren't looking for a home 1,000 miles away. To maximize your chance of selling, your ads must be micro-targeted to prospective buyers. This is another element where Facebook and Instagram shine since their ad targeting is so precise.
Using zip codes and other means, you can micro-target your ads within miles or even just a few streets of a given property's address. You can target neighborhoods, cities, states, or even adjoining states. And each person who clicks can be delivered a customized experience based on their specific needs.
Headline and Other Text
All online ads have some degree of text.
With a Google Ad, success depends entirely on your text and headline. As a result, you'll want to use automated tools to compare different versions of your text and consistently display the versions that are more effective. Over time, this refinement strengthens your results.
Facebook, Instagram, and other social media networks use text as well, of which the headline is the most important. Your headline must be short and compelling. It makes a promise that your listing or landing page must immediately deliver on so you don't lose a user's attention.
Digital Marketing Automation Is the Key to Unlocking Value from PPC Ads
Now that you see where PPC results come from, hopefully it all looks a little bit less mysterious.
Where people in any industry get tripped up is in the need to monitor these factors constantly.
While it takes a few days for any new advertising campaign to capture useful information, all of the best campaigns are monitored on a daily basis. Daily monitoring ensures all outliers — including mistakes and home runs – are caught as soon as possible.
With a real estate CRM, you have the chance to leverage an AI-driven center of excellence for your pay-per-click advertising. Ad Wizard is just the solution. It handles all the detail work so you can keep an eye on your campaigns, fine-tune them, and improve your results in just seconds every day.
Contact us today to learn more or begin.
Many real estate agents around the United States swear by online advertising.
Even if you've never used an online ad, you're probably familiar with the idea: Set it up correctly and you enjoy "overnight" traffic to your website or listings. An optimized ad provides the opportunity to accelerate interest in your most promising properties and meet qualified buyers sooner.
When you think of online ads, you might think of Google first. For real estate agents, though, the picture is a little bit different. People go on platforms like Facebook and Instagram (also owned by Facebook) to browse aspirational properties, and that's where an effective agent should seek out traffic.
Facebook is also helpful for maintaining connections with leads and past customers.
When it comes to advertising for the first time, most agents have these two questions:
The answer to question #1 is a resounding "yes!" In 2020, it cost under $10 on average for a Facebook ad to be seen 1,000 times. Most businesses spend about 5% to 12% of their revenue on ads, but agents can facilitate thousands of dollars in transactions with much less.
Will ads work for you? Again, the answer is yes.
But it won't work in a vacuum — you need to be ready to service the new traffic you get. There are two main ways to use online advertising to grow your real estate practice:
Drive New Leads Directly to Your Website
Your real estate website is the cornerstone of your digital brand. It's where people go to find out who you are and what you can do for them. Ads that go directly to your website can be helpful for people comparing real estate agents or just getting involved in the early stages of market research.
Ads are particularly effective when you've already published helpful, informative content such as blogs or videos. Content helps your visitors get informed about their options, connect with neighborhoods or listings, and ultimately become leads within your business pipeline.
Show Off Your Best and Brightest Properties
What if your website is new and not fully developed yet? You can direct online traffic to live listings on your MLS. In cases like this, it's essential to be sure any contact forms are set up correctly, so you can use them to capture details directly from interested leads.
You can display live listings directly on your website as well. This can be especially useful since it gives you more data. You'll end up with a granular sense of which listings attract attention, how long each visitor spends on each listing, and what features are most captivating to your audience.
Best Practices to Get the Most from Your Ads
Interested in jumping in with social media ads? You have a huge advantage compared to professionals in many other fields – the potential to move transactions forward with a tiny fraction of the revenue you'll stand to make. Still, you need to lay the right groundwork for success:
Contact us at Delta Media Group to learn more about social media ad success.
Are you missing out on a powerful way to generate leads from social media? Targeted advertising isn't a replacement for all of your other social media activities. It's in its own category, and when done right, it can be a convenient, low-cost tool for generating fresh leads to stock your pipeline. If targeted advertising has been your business blind spot, now is the perfect time to change that.
Even if you've never run a targeted ad campaign yourself, you've definitely experienced these ads during your own time online. You search for something that you're interested in purchasing, check out some content, and suddenly you're seeing ads for that product or something similar during all of your travels online. Targeted ads are designed to reach a specific audience — ideally people who are already interested in what you have to offer.
Before You Advertise, Make Sure Your Branding and Website Are Ready
We'll get into more specific targeted advertising strategies shortly, but there are a few things that you'll want to have prepared before you get started. First, make sure that your branding is consistent. Things like color schemes, logos, missions, values, and even fonts can help your brand stand out from the competition when you advertise.
Next, you'll want to make sure that your real estate website looks appealing, functions well on any device, has great content, and offers all of the features that your audience needs. In many cases, your targeted ads will be leading prospects directly to your website, and you want to give them every reason to stick around once they arrive.
Know Your Audience
Like the name suggests, targeted ads are all about reaching a specific audience. So who are you trying to reach? Running a targeted ad campaign for an audience of luxury real estate buyers will naturally be different than running one for first-time homebuyers who are new to real estate. The same goes for whether you're trying to generate buyer or seller leads.
Due to fair housing laws, it's important to note that ads can't be targeted based on certain factors like race, gender, or class. Think about your target audience, what they like to do, what their interests are, and what might motivate them to buy or sell a home.
Planning Your Targeted Ad Campaign
Once you've got your branding, website, social pages, and audience analysis in order, you'll be ready to start planning your first campaign. Here are some of the key steps you'll take while planning your campaign:
Take Advantage of Targeted Advertising Tools to Make Life Easier
You could take the time to handle every last detail of targeted advertising yourself... or you could use a seamless, easy-to-use platform that allows you to set up campaigns in a few clicks. With Ad Wizard™, you can take the guesswork out of targeted advertising and manage ads with a dependable, consistent process. Ad Wizard™ is one of many tools available in DeltaNET®6 to help you market your business, manage leads, and maintain great relationships with your clients.
It's no secret that nearly every real estate agent would like to improve their social media presence, regardless of how much success they've already had on social platforms. According to a social survey from real estate website "The Close," 88 percent of real estate agents would like to improve their social media, while 44 percent find social media to be one of their best sources of leads. Only referrals ranked higher as a lead generation source. If you're one of many agents who want to improve their social media, we've got some proven tips to help you accomplish your goals.
Know Your Audience
Who are you trying to reach, and what are their real estate goals? It's hard to please everyone, and knowing your audience makes it much easier to tailor your social presence to their needs. Start by looking at who you want to reach with your real estate brand, and the needs of your typical clients. Take some time to engage with your audience directly on social media, encourage conversations, and learn more about them.
Be Authentic and Build Personal Connections
There's no better way to build trust on social media than to be yourself, and try to form genuine connections with your followers. Trying to be someone you're not rarely works out with social media marketing, so authenticity is really important. While you're likely to be posting plenty of content, it's equally important to interact with your followers on an individual level, and in public settings like Facebook groups. Word of mouth spreads quickly on social media, and your engagement with your audience is one of your biggest drivers of lead generation.
Educate Your Audience Rather Than Pitching to Them
Think about all of the people you follow and connect with on your personal social media accounts. How many of them do you follow because of their sales pitches? If you're like most people, you probably connect with social accounts that educate, share interesting content, and engage with their followers. Your real estate knowledge is a huge asset, and sharing it with your audience is a great way to boost your social media.
Create and Share Thoughtful, High-Quality Content
So, what's the best way to educate your audience? Sharing great content that you create and sharing interesting content that you find online are two powerful ways to build your social presence. Content comes in many forms, from blog posts and videos to quick status updates with relevant statistics. Keep track of engagement to see which types of custom content resonate most with your audience, and try to share fresh content as often as you can.
Get Comfortable Behind a Camera
While quality content comes in many forms, there's no denying that video content is one of the biggest drivers of social media engagement. Platforms like TikTok and Instagram Reels allow you to post short, bite-size video content, while longer videos will work on nearly every other major social platform. With a relatively new smartphone and a few accessories like a tripod, you'll have everything you need to start creating video content. Practice makes perfect when creating videos, so dive in, invest some time, build confidence, and reap the rewards.
Be Consistent and Stay on Schedule
Perhaps the biggest secret to social media success is that it takes time and effort to build the type of meaningful connections that will earn you business. Blocking out time each day for social media activities and sticking to your schedule will help you build a successful, reliable social routine. With DeltaNET®6, you can save time on social media marketing by easily automating posts, including listings, blog posts, open houses, client reviews, and more. When you automate routine tasks, you can dedicate more of your social time to engaging with your audience.
Integrate Social Media Into Your Real Estate Website and Marketing
As you build your audience, your social media pages should help drive plenty of fresh traffic to your real estate website. But your website and other marketing materials can also help drive interest in your social media. Make sure that you have social sharing buttons on your website content and that your social accounts are integrated seamlessly into your website. Our custom real estate websites make it easy to integrate social, share your content, and generate leads.
Choose the Right Tools for Social Media Success
If your real estate CRM doesn't provide all of the tools that you need to improve your social media, perhaps it's time for an upgrade. With DeltaNET®6, you can easily manage all of your real estate marketing in one place, including your social media, AI-driven email marketing, online ads, content, and so much more.
Social media can be an excellent source of leads and allows you to connect with your audience on a level that simply isn't possible with other formats. But the competition for attention is fierce, so creating a reliable social lead-generation pipeline takes effort. The good news is that the results are more than worth it.
Authenticity and consistency are the keys to social media success, which means that you'll need to show more of your personality than you might with other marketing tools. The payoff is that showing your personality will help you build real, lasting connections with your clients and earn their business long-term. So, let's take a closer look at some social strategies that will help you expand your audience, build connections, generate leads, and maybe even have some fun in the process!
Build Your Online Presence So You Can Build Connections
Creating personalized connections is so much simpler when it's easy for clients and prospects to find you online. Your real estate website is the perfect place to start because that's where you'll be posting so much of the content that you share elsewhere and where shoppers can find all of your listings. Of course, your online marketing and SEO will help drive traffic to your website, which in turn means more traffic for your social pages. Once you build those connections, you'll want email marketing to stay in touch and a quality CRM to help you keep everything organized. A robust online presence is key to maximizing your social media returns, and your social activity will be an essential component that helps tie your whole online presence together.
Don't Be Afraid to Show Your Personality
If a client or prospect wants to follow bland, cookie-cutter real estate social media accounts, they can find countless examples on any social media platform. But if you're going to truly personalize your connections, then you'll need to separate yourself from the rest of the online pack. Whether that means giving people a peek behind the curtain at what it's like to work in real estate, sharing your hobbies, discussing your experience with buying/ selling your own home, talking about your favorite local attractions, or even a little bit of everything, letting clients get to know you will help build lasting connections. As long as you avoid politics and other divisive topics, there will be plenty of room to let your personality shine in a productive way.
Always Be Friendly
This may seem like overly simple advice, but we've all seen examples of what can happen when people are rude on social media. So, when in doubt, always be friendly, look for positive ways to engage, avoid confrontation, and follow the golden rule. You can't go wrong by being kind, and your audience will definitely take notice of your positive attitude.
Keep Your Content Creation Strategy Fresh
While clients who are shopping for homes will often be interested in seeing posts with your latest listings, building lasting connections requires you to diversify your content strategy. That's true when it comes to both subject matter and format. Touch on a variety of real estate topics, and mix in the type of personality-driven content that we mentioned above. Share content in multiple formats, like blog posts, video content, status updates, images, and real estate news. Experiment with different content types to identify what your audience is most interested in seeing
Always Check the Comments on Your Posts and Engage
A steady supply of fresh, interesting content is a great start, but your job isn't done when you press the "post" button. Some of your best connections can be built by finding common ground, engaging thoughtfully in the comments on your posts, and making your own comments on the social posts of others. Answering questions is a powerful way to build connections, both through your content and your more direct interactions with your audience.
Join Groups to Expand Your Reach and Create Connections
Most social media platforms offer a way to join groups with people who share similar interests, hobbies, locations, and backgrounds. Especially on Facebook and LinkedIn, joining groups is a great way to create new connections. Just remember that most groups discourage members from posting advertisements. Instead, be authentic, be yourself, engage, and find the right moment to let new connections know what you do for a living. Once group members know more about you, they'll feel more comfortable asking for your help with real estate matters.
Why Video Content Helps Personalize Connections
Video content has become more popular than ever before in the last year, and getting in front of the camera helps build relationships in multiple ways. These days, many clients will be shopping for their next home from the comfort of their current one, so virtual tours and virtual open houses are great tools to reach buyers. But there's no need to stop there! Creating video content with real estate advice, Q&A sessions, neighborhood guides, or visits to local attractions can really help your personality shine. Video content also has the important benefit of helping clients put a face to your real estate brand.
Showcase Your Connection with Your Communities
Whether you're creating content or engaging with your audience more directly, showing how much you love the communities where you live and do business is sure to help build connections. It enables you to find that all-important common ground with clients who already live in those places and is a great way to encourage shoppers from outside the area to consider homes in those communities. Show your community connections by highlighting local attractions, discussing the perks of different neighborhoods, sharing experiences from community events, and showing how you make a positive difference in the community. In addition to building connections, your communities should also be an excellent source for content ideas.
Set a Social Schedule and Stick to It
No matter how you choose to personalize your connection with clients, even the best strategy won't bear fruit unless you're willing to stick with it. Setting a social schedule is crucial to success because building real connections takes time. There's plenty of room to be flexible, so the real key is simply to block out time each day for posting, engaging with your audience, and creating new content for social. When you have some extra time in your schedule, use it to create content that you can schedule to post later. It may take a little while to figure out exactly how to invest your social time most efficiently, but that's okay! Every agent is unique, and you'll find the right mix for your needs as long as you keep making an effort.
The more comfortable you get with building connections on social media, the easier the whole process will become. Remember that while there are plenty of general tips to follow, there's no one right way to show your personality and create connections. Don't be afraid to get creative with your content ideas, and evolve as you learn what your audience likes most. Stick with it, and you'll be rewarded with a steady, reliable source of very well-qualified leads.
Are you tired of getting the same old results from the same old real estate marketing tactics? It's said that Einstein once declared, "Insanity is doing the same thing over and over again, and expecting different results." We could spend all day trying to find out if Einstein really said that, but that would be... a little insane. The point is that whoever said it was 100 percent correct, and the lesson applies directly to the real estate industry.
No matter how great your service and team are, it's hard to achieve your goals if your marketing isn't reaching the right people. If you want to attain the results that you dream of achieving, then now is the perfect time to take a fresh, honest look at marketing your real estate business differently.
Done right, Facebook ads can generate near-immediate traffic and interest in your listings. Still, many real estate agents face some confusion about the best way to use them. Use these ten tips to help grow your real estate business using Facebook advertising.
At the end of 2018, the National Association of REALTORS® reported over 1.3 million members. That's a heck of a lot of competition jockeying for the attention of home sellers and buyers across America.
As a time-strapped REALTOR® on a tight budget, how do you uncover ways to stand out from the competition in your local area, attract more leads, land more listings, and grow your real estate business?
Consider Facebook Advertising.
Real estate and Facebook are a marriage made in heaven. Real Estate Marketing 101 tells us to go where the people go. With 2.23 billion people logging into Facebook every month, it's safe to say Facebook is THE way to connect with your audience online. However, for REALTORS®, advertising on Facebook is an especially effective way to market to the largest group of first-time homebuyers—Millennials.
These 30-something-and-under buyers dominate today's housing market at a whopping 66 percent. At the same time, there are twice as many Millennials on Facebook as any other generation. Advertising your real estate business on Facebook seems like the ideal place to speak directly to your perfect fit audience.