Select Page

 “Facebook Ads don’t work for real estate. Yes, Facebook ads do work for real estate marketing.”

Both opinions are true and there is a debate going on between different real estate professionals, whether one of the two opinions is correct.

When I was doing my research for this article, I came across interesting forum posts where this exact topic was discussed.

I could read mixed opinions such as:

“I’m suspicious that Facebook ads might be a better way to generate motivated sellers, rather than cold calling, though.”

“FB is great for seller leads – but the knock on them is that they generally aren’t all that motivated. I’ve only had a handful of them, but they were all in the ‘would like to sell’ segment vs ‘really need to sell.’”

“One nugget that I’d recommend is using Facebook ads for retargeting. Based on the audience that you set up in Facebook, you can retarget visitors that hit your site from different marketing channels and stay in front of them using different placements (desktop, mobile, Instagram etc.).”

“So many people send them to websites that don’t perform well (especially on mobile for Facebook… since over 80% of those leads tend to be from cell phone devices… and most people’s websites are really bad on mobile… even if they’re ‘responsive’ most aren’t setup to convert well on mobile phones). Or tons of people just launch ads and don’t dial them in well… and end up thinking, “Facebook ads don’t work,” etc. But our data shows a consistent growing trend in seller leads from Facebook across our platform and as Facebook improves their data and targeting more and more… the ability to generate great leads at CPL (cost per lead) that make sense keeps getting better.”

So, for some it’s working and for many, it’s not working and they are losing money with their real estate Facebook marketing strategy.

And, as always in online marketing, whether a certain campaign is successful or not depends on how well you are carrying out the power triangle traffic, conversion and economics/offer.

My whole Facebook Marketing Strategy Guide for real estate will hopefully help you to increase your chances of having a profitable campaign and generate more leads with Facebook ads.

The first part of my guide is about marketing angles and why they are so important for the preparation phase of a successful Facebook ad campaign and your overall real estate Facebook marketing strategy.

By the way, marketing angles are not only relevant for Facebook marketing, as you will be reading in other articles of mine.

But first, let’s have a short look at why you should use Facebook ads in the first place.

Why Facebook Ads in the First Place?

Right now, there is no other online advertising platform that offers that many diverse and deep level of targeting options with that many users.

So, if you know your target customers well enough, you can find the right angles (discussed today) and thus can reach them very efficiently.

Broadly speaking, Facebook can target your potential customers in three ways:

  • Interests
  • Behaviors (e.g. people ready to move, or looking to buy a home)
  • Demographics (e.g. kids or no kids, age, job title, different generations, own or rent a current home, etc.)

You can zero in even further like a sniper by segmenting into different geographic areas (e.g. by state, city, zip, code, radius of a specific point on the map, etc.) and then, of course, by different ad placements.

Again, it all depends how good your market intelligence about your potential customers is.

Since most real estate pros are somewhat focused on different geographic areas, the targeting options the Facebook ads platform has to offer comes in handy.

What’s a Marketing Angle and Why is it Important for Your Real Estate Facebook Marketing Strategy?

Not promoting with an angle is basically shooting blindfolded into the dark.

It’s thinking that just a nice landing page and a good traffic source will be enough.

So, the aim of an angle is to be able to promote your real estate offer in a unique and clear way, so that it makes your potential customers engage.

An angle is the frame or the overarching “story” you use when promoting your offer.

If a real estate developer only runs a campaign with the message, that their “buildings are nice,” the success rate of this campaign is unlikely to be satisfactory.

The better approach would be to focus on something that their audience can identify with and cares about.

Examples could be:

  • Our buildings save 50 percent of energy costs compared to the national average
  • We only build in walkable neighborhoods

If you have found your angle, it also gets easier to write ad copy and copy for your landing pages, thus increasing the chances for a higher conversion rate.

It becomes your compass that gives you the direction of how you communicate to your potential customers with your creatives.

Additionally, it helps you differentiate yourself from competing offers in the same market niche.

So, how do you create an angle? Let’s jump to the next section.

real estate facebook marketing strategy

How To Find Your Angle

In the real estate industry, it is unlikely that you have the freedom to choose your niche.

You might already be focused on a certain area, such as selling or buying a certain type of properties in a certain geographic area, developing a certain type of real estate project or offering services for a certain demographic or niche.

But for the sake of complete information, the first steps to finding your angle should you have the freedom to choose your niche would look like this:

  1. Choose your real estate niche
  2. Decide/ Research the demographic
  3. Brainstorm ideas
  4. Choose the right real estate offer
  5. Create creatives accordingly
  6. Test/Optimize your Facebook campaign

Process 2 will be more likely, since you can’t choose your niche and work the steps somewhat backwards. It looks like this:

  1. Choose your real estate offer (e.g. selling duplex houses, buying distressed properties)
  2. Decide/ Research the demographic
  3. Brainstorm ideas
  4. Create creatives accordingly
  5. Test/Optimize your Facebook campaign

Let’s take a closer look at the second process.

 

Choose your real estate offer

This one should be self-explanatory. I am sure you know what you are offering. But sometimes it can be helpful to make yourself aware of what you are actually offering.

As an investor you might offer buying distressed properties, but what you are actually offering if we talk about real benefits, is giving sellers peace of mind. So, you are selling peace of mind.

 

Decide/ Research the Demographic

Using the example of the distressed property seller above, you might want to dig deeper and get more detailed and specific.

So, you may want to ask yourself, who exactly are these distressed property sellers?

And depending on your final target demographic, your message will adapt accordingly.

The goal here is to gather enough information and gain a better idea of what appeals to your potential customer (the distressed property seller).

You could research:

Gender: Are the sellers in your area (state or county) mainly male or female? According to this statistic, in Wyoming there are, for example, more female homeowners than male.

Age: It is rather unlikely to find a distressed homeowner in the age range between 19 and 25. So you could research which typical age ranges (distressed) homeowners in your area are in.

Current events happening in the world or locally (e.g. holidays, seasons, fads, trends, etc.): You can check local newspapers for that or Google trends

Put yourself in their shoes: Try your best to think like the potential customer you are targeting.

What habits or behaviors does the pain of needing to sell their property cause?

Maybe the distressed homeowner has developed a bad eating habit (e.g. comfort food) because he can’t think of anything besides getting rid of his property, or he needs to take sleeping pills because he stays awake at night, thinking about the next mortgage payment he can’t make.

Brainstorm Ideas

This is the step where you come up with ideas based on what you have already done in the first steps.

Usually, you will already have several ideas from researching your target group.

Let’s go with the hypothetical result, that you found out that the distressed homeowner needs to take sleeping pills because of his anxiety that his property not selling.

So, you might go with this angle and collect benefits based on this pain such as:

  • We offer something better and healthier than a sleeping pill
  • Pictures of a happy person just waking up from bed after a good night’s sleep might also come to mind
  • Another picture that comes to my mind could be a picture of a person sleeping very profoundly, but not in a bed, but a bed full of dollar bills (the dollars bills she received after she finally sold her property)

Create Creatives Accordingly

If you did the step before this one well enough, you might already have several ideas on what the creatives could look like.

The bed full of dollar bills could come to mind, or someone throwing away his sleeping pill, because he sleeps well again.

 

Test/Optimize Your Facebook Campaign

This step is probably the hardest one, because you will need a lot of patience and the will to steadily improve your Facebook campaign to increase your click through rate until you have conversions and once you have conversions, improving your conversion rate and scaling your campaign.

These are two of many metrics you can use.

It all depends on your approach of how you test, which in itself is worth an extra article.

real estate facebook marketing strategy

How To Get Your Real Estate Facebook Ads Targeting Right

If you found the right angle, you can still mess up your next marketing campaign if you don’t find the right real estate Facebook ads targeting and campaign objectives.

Please bear in mind that giving you suitable objectives or target audiences for your next real estate Facebook marketing campaign is not a guarantee that they will work.

The tips in this article should rather be considered as inspiration for how you can approach finding the right ones and thus improve your odds of success.

Success Factors for Facebook Ads

1) Campaign Objectives

At the time of writing this article, Facebook provides 11 campaign objectives, which are:

  • Brand Awareness
  • Reach
  • Traffic, Engagement
  • App Installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog Sales
  • Store Traffic.

You might already discard some of them for real estate only by reading their names, such as Catalog sales, Store Traffic, and App Installs.

The results and the success of your campaign will greatly depend on the objective, and there are some objectives that are more suitable for the real estate industry, while others are less suitable.

In the end, it comes all down to testing.

Facebook offers an abundance of campaign objectives which can quickly become overwhelming for the unexperienced marketer, so they also offer the boost post option, which seems to come in handy at first glance.

Unfortunately, I can’t recommend the latter.

In several tests run by different marketing agencies, these boosted posts usually get you low results in terms of conversions.

However, they can get you nice results in terms of “vanity metrics”, meaning you can get many likes but those, unfortunately, don’t sell or buy you properties.

Which Facebook marketing campaign objectives are suitable for real estate?

From my own experience and by researching this topic, I found that only three campaign objectives make sense when you want to generate leads for your real estate business and these are “lead generation”, “traffic”, and “messages”.

All the other objectives are either not relevant for a typical real estate business or are more suitable for already well-established brands such as “brand awareness”.

For the average small to mid-sized real estate business, these three seem to be most suitable.

1) Lead Generation

With this type of objective, you can capture buyer or seller leads right within Facebook and you won’t need a landing page with an opt-in form from your own website. The potential lead stays on Facebook the whole time.

What are the benefits?

  • You won’t need a landing page
  • With pre-fill form fields it’s much easier for your potential customer to submit their information, especially when they are using a mobile device
  • You can download the leads directly to a Google sheet
  • It can be connected or synchronized with different CRMs or marketing automation software such as MailChimp, InfusionSoft, and many more

2) Traffic

By choosing Traffic as an objective, you encourage your potential leads to visit your website and your landing page.

This one isn’t necessarily better or worse than the lead generation objective, because it depends again on how well your website or landing page converts its visitors.

If you have a well-converting landing page, it could be worthwhile testing this objective.

What are the benefits?

  • Since you own the landing page in this case, you can test more elements of it and, by doing that, influence your conversion rate in different ways
  • You can convert visitors not feeling comfortable in submitting their information on Facebook, which happens with the lead generation objective
  • Visitors might find other interesting offers on your website, and convert for them too or instead

3) Messages

The objective of this Facebook campaign is still kind of “newish”, because it shows your ads to people who are likely to engage with your company in a messenger chat.

After selecting this objective, you can choose if your ad should be shown more to people likely to interact with you via WhatsApp or Facebook Messenger.

Since there are more options to automate this process via different chatbot providers, I would recommend going with the Facebook Messenger option.

Another reason to choose the Facebook Messenger is, again, that people stay on Facebook for that, which can have an influence on the conversion rate.

You should use a messenger bot builder such as ManyChat for that, since this enables you to prepare a nice automated chat sequence beforehand where you can do all kind of different things, depending on how you have designed your funnel.

You can basically let the chatbot do everything you have already planned for your lead funnel.

For example, it can ask your potential distressed seller leads for how long they have been trying to sell, what they think their property is worth, and convince them to schedule a call appointment with you by offering them a link from your scheduling software like Calendly.

Another advantage of this kind of objective is that the costs are still low.

The objective isn’t used as often as the other campaign objectives.

2) The Right Real Estate Facebook Ads Targeting

Although I mention this second (it comes second when you set up a new Facebook campaign), it is actually slightly more important than the campaign objective you select.

The targeting options Facebook provides are very powerful and unmatched compared to other paid ad platforms.

If you did the work to find the right angle and thus now know enough about your target audience, you can use this Facebook feature like a sniper and reach your potential customers very efficiently.

If done right, only the people who are likely to be interested in your offer will see your ad.

You can define the target audience in the “Audience” section of the Facebook ads manager (see second right picture).

These are the options you can select, and to make matters worse, you can test each one separately in different Facebook Ad Sets, creating a large number of possible test combinations:

  • Custom Audiences: A previously created and saved audience, or a lookalike audience (once you have run a successful campaign for a certain time, you can extend the reach to people similar to your already successful target audience)
  • Locations: Here, you can go from countries to small towns, depending on which market you are targeting
  • Age: If by creating your angle you found that you need to target millennials, you can select here an age range between 26 and 39
  • Gender: If you found out that the majority of your target group consists of women, you might want to select only women here.
  • Detailed Targeting: Here, you can choose between different demographics, interests, and behaviors. Depending from where you use Facebook, you can have fewer options here. For example, in the U.S. you can even select different income groups. This feature is not available outside the U.S. for the most part. So, if you are preparing a campaign to get cash buyer leads, you might want to choose a household income in the top 5% of the demographic section.
  • Languages: Here, you could target for example non-English speakers in the U.S. (e.g. Latinos), should this be your niche for potential tenants of your studio apartments. You can see it all depends on how well you know your target group.
  • Connections: This one is helpful if you had past engagements with your Facebook page, app or events. Here, you can re-target this specific audience.

Suitable Real Estate Facebook Ads Targeting Ideas for The Real Estate Industry

How you use real estate Facebook ads targeting in your campaigns is a bit of a mix of putting yourself in the choice of your target audience you got to know when you created your angle and again testing different targets.

So, the following ideas are not even close to being complete, but may give you an idea.

There are many further tricks you can use to find, for example, additional interest groups that the Facebook Ads Manager doesn’t show you at once.

If you are part of the Valhalla Real Estate Marketing Insiders, when you subscribe to my newsletter you might already know what I am referring to.

So, without further ado, here come the ideas.

1) Targeting Potential Buyers with the “Buying a House” Interest

In the Ads Manager, you can find a specific interest for people that are potential buyers. This is called “Buying a House”.

This is likely more suitable for realtors looking for retail buyers, than for real estate investors looking for other investors in the case of a wholesale deal.

Those potential buyers might need a real estate agent or other related products and services.

This kind of interest helps you to better narrow down your target audience, then, for example, just using the demographic target of a certain household income.

If you only use the household income, you might end up with a rather large target group in the six figures.

If you add to that the interest “Buying a House”, you can reduce this number very often to a five-figure audience, which still doesn’t keep you from having a successful Facebook campaign.

2) Indirectly Targeting Potential Buyers via Realtor.com, Trulia, Zillow

What types of people are browsing sites like realtor.com, Trulia, and Zillow?

During my research, I couldn’t find reliable numbers, but we can assume that a majority of visitors of these sites are still retail buyers, and maybe 20% are investors and other real estate professionals.

So, the people visiting these sites are looking for homes.

This means you can use these sites as additional interests to the already selected ones or as an extra interest in a separate Campaign or Adset (sorry for being annoying, but again, it’s testing).

What we can say with a certain amount of confidence is that those people are likely to be pre-qualified leads, since they are actively browsing real estate sites.

3) Targeting Real Estate Investors

If you are in the real estate investing business and, more so, if you are in the active real estate investing business, you might need to attract investor leads for a deal you have under contract or other reasons.

In this case, you are likely specialized in a certain area with certain zip codes.

For the sake of example, let’s say you are focused on Miami, FL.

For your real estate Facebook ads targeting, this means you would…

  • Select all Miami zip codes of the area where you want to generate investor leads
  • Select a certain gender and age groups
  • Select the interest of “real estate investing”

3) Your AD

This one is the least important factor, but it still matters quite a lot.

At this stage, you decide which kind of ad (single image, carousel ad, lead ad, video ad, etc.), the ad copy and the media (image/video) you are going to use.

The combination of the right images or videos and, of course, the copy makes or breaks an ad in terms of the conversion you want to achieve.

And, as you might have already guessed, all of these different variations can also be tested separately in different Ad Sets.

4) Ad Placement

Placement pre-defines on which devices and Facebook platforms your ad will be shown.

With regards to devices, you can choose between desktop and mobile.

As Facebook platforms, you can choose between the following:

  • Facebook News Feed
  • Instagram Feed
  • Facebook Marketplace
  • Facebook Video Feeds
  • Facebook Right Column
  • Instagram Explore
  • Messenger Inbox
  • Facebook Stories
  • Instagram Stories
  • Messenger Stories
  • Facebook In-Stream Videos
  • Facebook Search Results
  • Messenger Sponsored Messages
  • Facebook Instant Articles
  • Audience Network Native
  • Audience Network Rewarded Videos
  • Audience Network In-Stream Video

Most people keep the device and placement configuration at default configuration, which is very often a mistake.

The Facebook Ads Manager insinuates that having all these options selected is the most recommended, but I think it’s mostly recommended by Facebook for them to make more money.

Just by not showing ads on desktop and by unchecking this option in the device section, you can usually already reduce your ad costs significantly.

This is because, firstly, mobile ads have still lower costs per click then desktop ads and secondly, more and more people are using their phones to go online anyways.

On the other hand, it makes for easier testing down the road.

Once a campaign is successful on mobile, you can try to also scale it for desktop users.

The same situation is true for the different platforms you can select (by default, they are all selected).

For your campaign tests, it’s better to not mix things up and to know which platform your target audience is most likely to use.

For example, Instagram is used by younger demographics and Facebook by older ones.

So, if you know already that your potential customers belong to older demographics, it doesn’t make much sense to place your ad on Instagram.

Or, if you don’t plan a messenger ad with a connected messenger bot, it doesn’t make much sense to have your ad placed on the messenger.

All these placements are active if you don’t manually untick them.

So, if you don’t uncheck the irrelevant ones, it can cost you a bunch of money, increase your costs per click and, finally, decrease your conversion rate.

Therefore, I recommend that you choose the placements wisely and always according to your knowledge about your target audience or target customer.

real estate facebook marketing strategy

How to Create Awesome Facebook Ads for Real Estate

Now, you might wonder, what great Facebook ads examples for real estate do exist out there.

It’s the ad creative with which you draw attention to your offering.

When it comes to creating the creatives for Facebook ads, many don’t know where to start and which creatives to use for them.

Knowing from the get-go which type of ads and creatives to use gives you a better chance of having a winning campaign and making it more profitable.

To be honest, it’s unlikely that you will have a winning campaign from the start, although possible, but at least you will have fewer testing iterations to do to get to a winning campaign and having more winning campaigns in the future.

real estate facebook marketing strategy

What a Great Facebook Ad Creative Should Do

In this article, I mentioned the AIDA copywriting formula: attention, interest, desire and action, which in my extended version is attention, interest/problem, desire/solve, action.

When it comes to Facebook ad creatives, you are in the business of “getting attention” or the attention part of the above formula.

Why?

Because you’re doing a version of interruption marketing.

Usually, people scroll through their Facebook feed checking out the content from their “friends” and with a Facebook ad, you sort of interrupt this flow, suddenly appearing in the feed (should you chose a placement in the Facebook feed in the ads manager).

So, for the most part, Facebook ads have an interruption element in them.

So, what should be the basic aim when creating your ad creatives for your campaign?

The aim is to create a pattern interrupt with your ad.

When people scroll through their feed, they can easily miss an ad due to “banner” or “ad blindness.”

So, it helps to have created an ad that grabs attention and makes the user pause for a second or two and consider consuming the content of your ad.

How is this done?

First, you must use great pictures or media that are already a pattern interrupt.

Now, I know what you are thinking.

Great pictures, for example, would usually be professionally made pictures that are relevant to your offer.

But what works on Facebook is kind of counterintuitive.

Many times, people can smell an ad from miles away when you use pictures that look too “professional.”

Remember the user behavior on Facebook.

They scroll through their feed and look at pictures or videos of their friends that are usually not produced in a very professional manner.

Sure, the quality of amateur content has increased thanks to better cameras but my tip is not use pictures or videos that look too professional.

They need to make a rather amateurish impression, and create a pattern interrupt.

Yes, they may look a bit worse, but they often work better than your pro-material created by a professional photographer or video producer and models.

Another additional pattern interrupt is using different colors from the usual blue and white Facebook color scheme.

If you use the same colors, your ad might be easier to overlook.

So, although it looks a bit ugly, you can add a frame in a different color to border your picture (e.g. red, pink, green, etc.) or add a colored arrow or circle in your picture when you want to bring the user’s attention to a certain part of the picture.

In my own experience, I’ve always had a better click through rate when adding some color elements like those mentioned above.

I don’t like it aesthetically either, but for some psychological reason, it provides better ad performance.

These are general guidelines for your pictures you can use:

  • Use images that are relevant to your target audience and/or marketing angle
  • Choose images that are bright and eye-catching
  • Happy people, or rather, pictures of happy women tend to convert well
  • If it suits the picture, you can add a graphic that uses some of the copywriting “power words” such as “free.” But be careful not to overload the picture
  • Use babies or pets
  • Use a funny or odd picture

As you can see, the majority of the points above show you that it’s mostly all about pattern interrupts and relevancy to your target audience or marketing angle.

Don’t take my advice for granted, because it’s again all about testing different versions of your ad creatives.

But I am pretty confident and would almost bet some money that by taking the principle of pattern interrupt into consideration, you will have better ads with higher click through rates and thus lower costs per click.

What About the Facebook Ad Copy?

In the Facebook Ads Manager, after configuring your campaign objectives, targeting and placement, you get to creating your actual ad.

There, you have the option to add the primary text of your ad, optionally a headline, a description and choose a call to action button.

The wording of these fields is a bit confusing because the headline doesn’t come first, but below your picture or video, close to the call to action button, and the primary text is what goes above the picture and should instead be used as headline with subheadline.

So, to get rid of this confusion:

First, all the fields should be used to apply a short version of the AIDA copywriting formula.

In the primary text field, you want to grab attention and create interest and desire for your offer by presenting its benefits.

To grab additional attention, you might want to use some emoticons (no more than three) so the ad appears more organic and looks like a normal post from friends in your potential customer’s news feed.

The headline field can again be used as a headline, but it is also quite possible to use it as an additional call to action field, since it’s so close to the actual call to action button.

The description field is optional and can be used as a sub-headline field.

real estate facebook marketing strategy
4 Design Tools You Can Use to Create or Edit Your Facebook Ad Pictures

There are several tools out there you can use to design your Facebook Ads without having to hire a freelance designer.

Most of them come with pre-made templates and already offer you the right picture dimensions for Facebook Ads or Instagram Story Ads.

Easil

This is a Drag and Drop Design Tool that helps you easily create visual content. It provides you with an enormous quantity of different design templates.

They constantly add new templates to stay on top of the newest social media trends.

Features:

  • Brand Kit (logo, fonts, color and image upload)
  • Brand Locking
  • Teams: You can add team members to access your team assets
  • High quality templates
  • Templates are all inclusive even on the free version
  • Unique Editing Tools: Text effects, color palette generator, tables, transparent PNGs
  • Advanced Design Tools (working in layers, etc.)
  • Folders and favorites
  • Gif Maker
  • Stock images
  • Print service

You can check it out here

Stencil

This is another design tool that helps you create social media images easily and quickly.

It provides you with a large library of quotes that you can use on your images.

However, it has a smaller template selection than other tools.

Features:

  • Stock Photos
  • Templates designs (650+)
  • Large library of icons and graphics
  • Large range of custom social media sizes
  • Huge quote library (10,000+ quotes)
  • 2,300 Google Web Fonts
  • Images can be shared to social platforms

You can check it out here.

Crello

This is one of the newer online design tools, and its special feature is that you can create animated visuals with the animation maker tool.

This can also be done with other tools, but the others are usually way more limited in what they can do.

It also has Facebook cover videos and a good selection of illustration-style graphic elements.

You can check it out here.

Features:

  • A large choice of design sizes and formats
  • 20,000+ templates and 240 fonts
  • A large image library
  • Photo Editor
  • Design Tools: Add text, stickers, animations and layers to make multi-level images
  • Animation Maker

Canva

Like most of the others above, Canva is also extremely simple to use and provides you with many different templates.

Everything is drag and drop and text can be edited like text boxes in other graphic design software.

Features:

  • Stock images and illustrations
  • Social media graphics
  • Drag & Drop editor
  • Library of fonts
  • Custom templates
  • Customizable branding
  • Photo editing
  • Photo folder sharing
  • Image organization with folders
  • Font upload
  • Design folders
  • Icons, shapes and elements
  • Graphs, mind maps, charts & diagrams
  • Partner collaboration
  • Business logos

You can check it out here.

5 Facebook Ad Examples for Real Estate to Learn And Get You Inspired

In this section, you will get to know five Facebook ad examples for real estate from which you can learn and get inspired.

Some are good and some, in my opinion, could be better and I will point out why.

I found them in this article from the Facebook ad management tool Adspresso, where several Facebook ad examples for real estate are presented.

1) Zephyr Real Estate

real estate facebook marketing strategy

What they did well in this example was using a command in their copy and using the same idea in the link description.

The picture is also good because it doesn’t look too professional, but still shows the property’s nice interior design.

Unfortunately, the picture itself has many bright and white elements, which is part of the Facebook color scheme.

What might improve the ad would be adding an additional pattern interrupt with a different color.

Maybe a green circle or arrow somewhere in the picture or a colored frame.

Another element they could have added are two to three emoticons in the description text.

2) Lisney

real estate facebook marketing strategy

Lisney seems to have focused on the campaign objective of brand awareness in this Facebook campaign. They use Facebook Live to tour a property.

What they did well in this ad was avoid using a highly polished video production for the tour.

It looks authentic because it seems to be a normal smartphone camera.

They also have a pattern interrupt from adding their red logo on top of the video.

In this case, I guess they are lucky to have a logo that doesn’t contain any of the Facebook color scheme (blue and white).

3) QuintoAndar

real estate facebook marketing strategy
So, this is a type of ad that targets only people who have already looked at particular products, in this case, properties on their website.

This type of ad can also draw data from a data set to automatically show other types of properties.

They used the picture carousel in the Facebook Ads Manager to show properties their site visitors have already looked at and others that could be of interest.

The idea or tactic of using dynamic ads in this case is great.

But where I beg to differ with Adespresso and what they didn’t mention is the ad creative and copy itself.

Although I understand only a bit of Portuguese, with some help of Google Translate, the copy in the description says this: “These are other apartments you can rent without a guarantor. Meet Quinto Andar.”

Besides the slight benefit of “without a guarantor” at the end, I couldn’t find a benefit in the text.

In copywriting, a good trick is if you really want to find a benefit is to always ask yourself, “So what…?”

Putting more emphasis on a benefit, they could have changed it to:

“Tired of always asking your uncle to be your guarantor when renting an apartment? Check out this new apartment we’ve recently listed where you won’t need any guarantor.”

There are also no emoticons and the picture itself doesn’t make a good pattern interrupt (white elements).

They might want to add a colored arrow pointing to the bananas on the table.

4) IGrowthWealth

real estate facebook marketing strategy
Well, Adespresso praised this ad because they used the tactic of promoting an event related to property investments.

What I like is that they use a red pattern interrupt with the benefit of “free” in the top left corner of the picture.

The picture itself is also good, using a young and happy family.

This ad has good potential, but it would need many more changes.

The rest of the picture is stuffed. I would take out the logo on the top right and the benefit text in the bottom.

The benefit text is good, but I would rather use it in the description text, which in itself doesn’t read very well.

I would also use two to three emoticons and bullet point icons to better show what you can learn in the seminar.

So, for description text, I would use:

“Secure your future with our FREE property investment seminar.

When? Tuesday May 31st, 2016.

Where? At the Durbanville Golf Club at 6 p.m.

What will you learn to secure your future?
How to get SARS to finance and fund your residential buy to get a property portfolio until retirement.

Get my number one secret on how I am using tax-free money to buy and fund a multi-million-dollar Rand property portfolio.”

The headline is too long and partially cut out.

I would use it as an additional call to action and instead use:

“Get Started With Property Investment – Learn How You can Own your…Secure Your Future Today & Register Now”.

5) NestAway

real estate facebook marketing strategy

I especially like this one. I couldn’t find much that could be improved.

The picture they used is not too professional.

They have a pattern interrupt in the picture, but it’s not overly stuffed. The description has good copy with benefits right at the beginning.

I would maybe test it against another Ad with the same copy and pictures, but with two to three emoticons to see if some of the CTR could be improved.

AdEspresso analyzed these Facebook ad examples for real estate in this article. So, if you like, you can head over and read more.

By the way, if you need even more inspiration for Facebook ad examples, you can also visit the Facebook Ads Library and search by company name, topic or organization.

To recap, your targeting and ad placements are slightly more important than your Facebook ad creatives and copy.

They help you only in so far as the Facebook ad is also good and follows some of the guidelines shown here, such as pattern interrupts, the right pictures (media) and ad copy.

I hope this guide will help you to improve your chances of running a winning Facebook campaign for real estate.

Let me know if there is another Facebook ad topic you would like me to cover in the future.

And if you liked this guide feel free to share it.

Share This