Wisconsin Real Estate Magazine: Facebook Ads for New Listings

Facebook Ads for New Listings

 Emily Zampardi  |    February 01, 2016
Facebook Ads for New Listings - Article Size

It’s no secret that today’s REALTORS® need to have a strong Facebook presence. This means creating and maintaining an effective business page; interacting with current clients, customers, prospects and colleagues; and posting relevant and interesting content. But Facebook is changing, and businesses are finding that they need to adjust the way they use this very popular social media channel in order to effectively promote their business.

If you use Facebook to help market your real estate business, you’ve definitely noticed a shift in the past couple of years. Most notably, the following:

  • Posts get less organic (unpaid) reach.
  • Engagement by users has decreased.
  • Unpaid advertising is no longer possible.

Because of these changes, many small business owners are turning to paid Facebook advertising to spread the word about their products and services, or even to create brand awareness. Many are finding that the (minimal) added cost for these ads produces a very good return on investment because of the specific, targeted delivery that can be achieved by creating custom audiences for the ads. What if you knew that you could spend $5 to show your ad to at least 500 people in your specific target market? You’d probably sign up for that, right?

There are many ways to use Facebook advertising, but one that is particularly effective for REALTORS® is new listing announcements. Just think of all of the money and time you spend creating postcard mailings for your listings – and then you have to factor in the high percentage of recipients who do not meet your target demographic who will simply discard it. For a fraction of the cost, you can run a Facebook ad promoting each new listing – and you can specify (by location, income level, age, whether or not they are likely to move in the near future, etc.) exactly who you want to see your ad. In addition, your ad will link directly to the landing page for that new listing, allowing viewers to find more information instantly – something they can’t do with a postcard.

For more information about how to create and manage Facebook ads, visit www.facebook.com/business/products/ads.

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