EFFECTIVE FACEBOOK MARKETING
FOR REAL ESTATE
Facebook is big. As the
largest social network in the
world, it has more than 1.94
billion active users, 62% of
whom log in on a daily
basis. It has observed an
approximate of 18%
increase in the number of
users year after year
(Zephoria, 2017).
With such a large user
base, ignoring Facebook
really isn’t an option for
most real estate marketers.
You can bet your ideal
target market is using
Facebook nearly every day.
Social media networks especially Facebook has been playing a
significant role in online marketing and emerged as a source of
advertising any business.
With the kind of increase in users registering on Facebook each day,
creating opportunities to acquire new clients has made the real estate
business to integrate Facebook as an important component of its online
marketing strategies. Now that most of the real estate activities have
started to happen through online search the real estate businesses,
professionals, buyers, brokers, and sellers are relying on Facebook that
offers them the chance to build a community of their existing and
prospect clients.
The good news is that the Facebook
The question is:
advertising platform allows you to
How do you target all zero in and specify the type of people
of those users with
you’re looking for. You can target by
your marketing?
location, demographics, and interests
Steps to Establish Facebook Marketing (Sunkara, 2013):
SET UP A BUSINESS PAGE ON FACEBOOK:
Create a business page for your real estate business which helps in
cultivating traffic, lead generation, and customer acquisition.
FACEBOOK PAGE MANAGEMENT:
The idea and meaning of Facebook page management for a real estate
business is to get more people to the page which means ‘Traffic’,
engaging with clients, what to promote and sharing project USP’s etc.
FACEBOOK ADVERTISING
It is one of the best ways to get visibility for your real estate business
and also drive traffic to your website. Create attractive and compelling
adverts in your ad campaigns with project information. Before setting
up you need to determine your targeted audience for your business.
Steps to Target Your Prospects (Sunkara, 2013):

GROUPS:
Create ‘Group Pages’ for your real estate business and provide
information and add YouTube videos that share the information to your
prospects about your project, amenities, location advantages, & services. “A brand is no longer what
the companies’ tell the
POLLS: customers what it is – it is
Conduct ‘Polls’ regularly on your group page to know what your what the customers tell each
prospects or clients are thinking of, with respect to your projects. Your other what it is”
prospects might respond by participating in the polls. SCOTT COOK
Director of eBay
DEMOGRAPHICS:
You can find your targeted clients by searching based on demographics: “Social Media puts the
age, gender, location, search patterns, similar projects, etc. “public” into PR &
“market” into marketing. It
FACEBOOK ADS: is more about sociology &
You can create Facebook ads for your real estate business as Facebook psychology, than about
matches the content of your advert to the content of the Facebook Page technology.”
that is relevant. For example, a person browsing a website on a CHRIS BROGAN
smartphone will also be able to view the smartphone ad created by the Consultant, Journalist
business or company. Once the person clicks on the ad he will be landed
on your Facebook Page.
SMART PHONE
Trends in the Ad Industry on Facebook (Sunkara, 2013): PENETRATION
FOR ALL
SET BUISNESS GOALS: MARKETING
Demand Drivers of Digital Media

MEDIA
Determining your objective and goal is foremost and essential thing
required before setting up your Facebook campaign. You need to first
understand what you want to get through your ads, is it to create your
EXTENSIVE
business awareness, generate traffic to your site or generating leads and
INTERNET
sales or only giving away project details and information. USGAE
For example, if you are looking out to create awareness you create the
project ads and videos that allow people to ‘Like’ your page in the
advert that directs to your Facebook Page. LOCAL
LANGUAGE
ADOPTION
BE CREATIVE WHILE TARGETTING YOUR AUDIENCE:
The interface of Facebook ads enables you to pick the demographics of
your targeted prospects from age, gender and location to the education
levels, interests and similar project searches. 4 GOALS FOR
To cite another example, say you are targeting the audience in the FACEBOOK
Mumbai for a project. You can mention your targets as ‘the people who
BUSINESS PAGES
are working in the city, who would like to avoid travel, have nearby
entertainment and other necessity availability options, etc. The extent
to which
consumers
CREATE ATTRACTVE IMAGE: are familiar
The social media experts emphasize that visitor’s view the Facebook ad with the
in a particular order. brand

► Image
Identifying
► Headline
and
► Body Text Cultivating
Thus focus on creating an attractive image. Moreover, remember that potential
‘Image speaks more than words’. Create ads with more than one customers
for your
version using different images and copies of your projects.
service
After sales
CREATE MULTIPLE ADS: service to
Generally, most of the marketers miss out the visibility and click provide
through rate (CTR) earning opportunities by creating just one ad for assistance
to
each campaign. As a matter of fact, you should create multiple ad
customers
versions in a campaign that impacts CTR for your ads.
The process is quite easy to create multiple ads, as Facebook provides
Directing
the option to ‘Create a Similar Ad’ once you have created an ad. You
potential
can create another ad by just making even small changes in the text or users on to
image. The experts usually suggest creating at least four different ads in your landing
a campaign. They may be different images of your projects too. pages

TEST YOUR MULTIPLE ADS:

Once you have created multiple ads in your Facebook campaign, run
them for a day or so and test their performance. Based on their
performance make the required changes like editing the text or image
and run the process repeatedly to determine if they are performing well.
 DEVELOP A CONTENT PLAN:
Steps to Set – Up Facebook Marketing: 3
Create a repository of content you can post that:

ESTABLISH YOUR GOALS:

1 Ask yourself; “What do I want to get out of
Social Media Efforts”?

Provides Value Encourages Builds Trust

Deepen my
to Customers Engagement with People
existing
relationships Maintain regular contact with your clients

Social media creates an opportunity to articulate

how you work. It enables you to become a trusted
Highlight my advisor for your community and to demonstrate
project Stay top of mind with that you care about their needs
character and the people in my
competence database
SCHEDULE, INTERACT & MONITOR:
NARROW YOUR FOCUS:
4
2 Schedule your posts in advance
Which platform should you use? If you’re just
For e.g.: Sign up for a Hootsuite
getting started, pick one social media platform
account and set 1-2 h aside to
to master. schedule all updates for the week

79%
Of online
adults say they
use Facebook
(Pew Research
Centre, 2016) Get Social Time Block

To build trust & deepen Set aside minimum

relationships, you need 10 minutes in the
A Facebook business page is a good to interact. Retweet, AM & 10 minutes
place to start Comment, Like, Share, in the PM each day
Etc. Also, show to check your
Then test out some other options like; gratitude to people who accounts &
LinkedIn, Twitter, Google+ & socialize with you respond customers.
Pinterest
TRACK & MEASURE YOUR SUCCESS:
Facebook isn’t just powerful, it’s flexible to suit 5 You can’t improve what you
your needs with budget and time constraints. It still don’t measure. Hence, tracking
is growing at a rapid pace, and is an indispensable and measuring your activities is
part of social media marketing. It is therefore very quite important to keep yourself
important to include it in your real estate alive with the customers
marketing strategy.