As the real estate industry continues to evolve, so does the way real estate agents generate leads. With the rise of social media, more and more real estate professionals are leveraging social media platforms to reach and engage with potential customers. In this article, we will explore how you can use social media ads to generate real estate leads with tangible steps.
77% of real estate agents use social media, and among those, 47% report that social media generates the highest quality leads compared to other sources.
National Association of Realtors,
Contents
- Choosing the right social platforms for your ads
- Determine your ad campaign goal
- Setting up a call to action
- Actions to take after ad campaign launch
Choosing the right social platforms for your ads
As social media ads can be costly, it’s important to choose the right platform to distribute your ads so that you use your resources efficiently. When it comes to deciding which social media platform to use for real estate advertising, there are a few factors to consider:
- Demographics. Real estate agents should consider their target clients and choose the platform(s) with a user base that matches their demographics. For instance, Facebook and Instagram are two popular platforms for real estate lead generation, but LinkedIn may be more suitable for targeting high-end clients.
- Ad Format. Choose the social media platform that offers ad formats that best align to the type of message or target audience. If you want to send an advertisement in the form of a professional email, you can opt for Linkedin’s Sponsored Inmail feature. On the other hand, if you want to send an engaging video ad that is hard to miss, you can use Facebook or Instagram Stories.
- Budget. Each social media platform has its own ad pricing and bidding system. Platforms like Facebook are more affordable for real estate agents with smaller advertising budgets. On the higher end, agencies with larger budgets can consider advertising on Instagram and Linkedin where there may be less competition.
Determine your ad campaign goal
Setting goals is an essential part of any effective marketing campaign. Without specific goals, it’s challenging to determine if your campaign is successful and where to make any necessary adjustments to optimize its performance. If you are looking for a starting point, the following are common goals that a real estate lead generation ad campaign may set out to achieve.
- Booking portal
- Goal: Schedule appointments with potential clients.
- KPIs: Number of appointments scheduled, the conversion rate of visitors to booked appointments, and the percentage of appointments that result in a sale or new client.
- Lead capture form
- Goal: Gather information from potential clients and generate leads for future business.
- KPIs: Number of leads generated, the conversion rate of form visitors to leads, and the quality of leads based on attributes such as budget, location, or level of interest.
- Content download
- Goal: Provide valuable content to potential customers while also gathering their contact information for future marketing efforts.
- KPIs: Number of downloads, the conversion rate of landing page visitors to downloads, and the quality of leads generated by the content, such as their level of engagement with follow-up communications.
- Property listing page
- Goal: Showcase specific properties for sale or rent and encourage potential clients to contact you for more information.
- KPIs: Number of property inquiries or calls received, the conversion rate of listing visitors to inquiries or calls, and the percentage of listings that result in a sale or rental agreement.
- Social media page
- Goal: Build your social media presence and gain a following, which can lead to increased visibility and engagement with potential clients.
- KPIs: Number of followers gained, the engagement rate of posts (likes, comments, shares), and the conversion rate of social media followers to leads or sales.
Social media ads can generate up to 10 times the ROI of traditional advertising methods.
Real Estate Marketing Insider Study
Setting up a call to action (CTA)
When setting up social media ads, it’s important to consider the post-click experience. Ensure that you direct the audience to a landing page that is relevant to the ad they clicked on. Provide clear and precise instructions and calls to action. Use AI writing assistants like Allready.ai to write ad copies that have compelling CTAs. The following are compelling CTAs you can use in your real estate ads based on your goals.
- Booking portal
- Leads to a booking portal where they can schedule a consultation or tour of a property.
- Eg. “Schedule a tour today and see this amazing home for yourself.”
- Lead capture form
- Leads to this form, making it easy for interested parties to share their information such as contact details and the property of interest.
- Eg. “Join our exclusive VIP mailing list for early access to new listings.”
- Content download
- Leads to a landing page where they can download the content in exchange for their contact information.
- Eg. “Download our free homebuyer’s guide to get started on your journey.”
- Property listing page
- Leads to a property listing page where potential clients can view photos and details of the property and contact you for more information.
- Eg. “Discover your dream home today – browse our property listings now!
- Social media page
- Leads to your social media page or group, where interested parties can follow you for more updates and information about the real estate market.
- Eg. “Follow us on social media for the latest real estate news and updates!”
Actions to take after ad campaign launch
After posting an ad, keep an eye on metrics such as engagement, reach, click-through rate, and cost per action. If you’re not getting the results you were hoping for, consider tweaking the ad’s targeting, messaging, or creative elements. Additionally, be sure to follow up promptly with any leads that come in through the ad. This can help you build trust and credibility with potential clients, and increase the chances of converting them into actual customers. To ensure no new leads fall through the cracks, consider automating the sales funnel by integrating the lead capture, Contact Us, and booking forms with a CRM tool.
Social media advertising has become a crucial tool for real estate businesses to capture new leads and generate positive ROI. It’s no secret that social media advertising can work wonders when it comes to reaching and connecting with potential clients. As a real estate agent, it’s definitely worth exploring the many ways you can incorporate this powerful tool into your marketing strategy.
