Of course, there is
nothing new about the concept of using Facebook’s ad platform to try and
attract new business, increase brand recognition, and build the overall size of
a real estate brokerage. However, as the
platform continues to evolve and become more sophisticated, fewer and fewer
agents are using videos to take advantage of its tremendous power. While
Facebook Ads can’t completely replace all other lead generation activities,
they can be a valuable portion of your overall strategy. The key is being able
to understand how to get your ads to stand out and capture the attention of the
right people.
What
Video Ads Should You Create?
Just Listed or
Just Sold- This option
supplements direct mail as a way to let people know that you have a property
that was just listed or sold. Create a stunning ad to show off your new
accomplishment and use Facebook’s advanced targeting tools to get it in front
of the local audience.
Neighborhood
Profiles- Show
everyone that you are the local expert by creating a video that profiles
various neighborhoods in your market. Include key details like what makes the
neighborhood unique and the benefits of buying a home there.
Testimonials- Testimonials are an invaluable marketing
assets that truly help prospects feel more comfortable about working with you.
When you complete a transaction, ask your happy clients if they would be
comfortable filming a brief testimonial to share with other buyers and sellers
about why they enjoyed working with you.
Open
Houses- Taking a video
of a busy open house and the property is a fantastic way of getting more
exposure for the property and showing future sellers how aggressive you are
about marketing your listings.
Real Estate
Tips- Sharing
interesting and actionable tips in an entertaining way are a great way of
showing buyers and sellers that you are knowledgeable and eager to help them
make the most of each transaction. Videos like these go a long way to building
trust with your audience.
Charity
Work- Videos that show
the community how well you work with charitable organizations build tremendous
brand value and go far to illustrate that you care about more than commission
checks.
Who
Should You Target with Your Ads?
The target audience
that you select for your video ads is just as important, if not more so than
the content of the videos themselves. It is easy to overthink placement, but
there are three main factors to focus on.
Your
Database- One of the
best targeting options allows you to upload a CSV. file of your contact
database and place your video ad in front of those people. This is an easy and
effective way of staying on their radar throughout the year.
Locals- Farming your area has never been easier
thanks to Facebook’s capability of targeting people that live within a specific
geography. This is particularly helpful for all of those “just listed” and
“just sold” videos.
Behaviors &
Interests- In addition
to being able to reach people based on where they live, you can also reach
people based on how they are behaving online. For example, you can target
people that are showing interest in buying a home and are trying to learn about
your farm area. This is extremely helpful in making sure you’re reaching the
right people rather than wasting money on “spray and pray” marketing.
Bringing
it All Together
While you can’t
depend on Facebook video ads to be your only source of lead generation or expanding brokerage
awareness, you can develop results from videos with a limited budget. In fact,
if you create high-quality video content for your ads and target them
correctly, you can reach people for only pennies per impression.
Being in business
for yourself, doesn’t mean you have to go it alone. For more information about
how to plug into the Weichert system, so you can always get answers to your
questions on marketing and more, contact us today. Go to www.weichertfranchise.com.
Original content posted on https://www.weichertfranchise.com/blog/using-facebook-video-ads-to-supplement-brokerage-lead-generation-activities/
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