….and not just for advertising properties

For most areas in the UK, and particularly in London and the south-east, the property market is flying, with properties coming to the market and being sold or let within just a few days. The media is full of reports on the shortage of property for sale and to rent. So the challenge for most estate agents is not selling or letting houses and flats, but distinguishing themselves when it comes to attracting new sellers and landlords to sign on the dotted line.

Estate agents are fantastic marketers. They understand the need for first class premises, property details, customer service, and listings on all the online property sites, leafletting and advertising in the local paper. Add to this social media activity – after all that is what their clients expect – and blog writing, for that all important personalisation, and you have the complete package.

But this all comes at a cost and is all about the sale and not necessarily about the acquisition of a new seller or landlord. The question is:

How do you get into the minds of the potential seller?

Knowing that perfect avatar of the person who is considering moving who hasn’t quite made up their minds as to who to choose to market their property is a good starting point. There may well be a series of avatars. For example, a family with children under three years old, a single person 30 – 35 years old, the over 55s who may be looking to downsize.

estate agents facebook advertisingConstructing an estate agent’s avatar is a simple task. They hold sufficient data to determine exactly the characteristics of the perfect seller, buyer, landlord and tenant. In estate agent marketing this data is the key to success when it comes to marketing, but targeting your marketing to these very specific groups of people with traditional media is simply not possible. Estate agents Facebook advertising aims to capture the interest of a potential seller, buyer, landlord or tenant before they are even making their first online search.

However, Facebook advertising opens the doors.

So what are the advantages of Estate Agents Facebook advertising?

You can attract potential sellers to download a ‘Guide to Selling your Home’ or a ‘Guide to Letting your Property’ in a particular location to sow the seeds in potential sellers and renters minds that your estate agency is the one to choose for listing their current property. By obtaining the email address of potential sellers and landlords the estate agent can continue to market to them using inexpensive email marketing.

  1. Facebook adverts focus on key demographics

Facebook targeting lends itself to estate agent marketing as the demographic information Facebook holds on profiles is exactly the type of information which describes their avatars.

  • Gender
  • Age
  • Marital status
  • Family size and age
  • Location
  • Interests

2. Educate your potential clients to obtain their email address

You can attract potential sellers to download a ‘Guide to Selling your Home’ or a ‘Guide to Letting your Property’ in a particular location to sow the seeds in potential sellers and renters minds that your estate agency is the one to choose for listing their current property. By obtaining the email address of potential sellers and landlords the estate agent can continue to market to them using inexpensive email marketing.

3. Facebook advertising is the low cost alternative

Facebook advertising is cheap. The more targeted the advert the lower the cost. We have Facebook adverts which have been less than 25p per click.

4. Flexible testing of images and copy

Facebook adverts allows for frequent and flexible editing and copying. The success of different images can be evaluated and switched on and off. Different copy can be tested and the same adverts can be placed in front of different audiences.

5. Place adverts in front of your website visitors

Facebook allows for placing adverts in front of people who have visited an estate agent’s website or even different adverts for visitors to specific pages. This is known as retargeting.

6. Place adverts in front of specific audiences

Facebook ‘lookalike’ audiences mirror the characteristics of the people on the estate agent’s current email list. This form of advertising means that Facebook adverts are laser targeted to similar people.

7. Facebook insights and reporting

Facebook collects numerous statistics on the success of each adverts which is created. This provides insights into how the advert can be optimised to broaden the reach and lower the cost per click. We recommend estate agents Facebook advertising is a part of their marketing mix in conjunction with other social media marketing, email marketing and blog writing.

In conclusion, the cost of trialling Facebook adverts is a fraction of that of an advert in the local newspaper or magazine, or leafleting the local area, and may well just secure that all important potential seller or landlord.

If you are considering estate agents Facebook advertising, please do not hesitate to get in touch. It might just be your next best move.

 

 

Categories: Facebook