A Beginner’s Guide on How to Create Facebook Real Estate Ads

 

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For real estate agents and brokers, Facebook can be a powerful lead generation tool. And that’s quite easy to understand. More than 50% of Facebook users sign in daily and most of them spend over 700 minutes a month on the social networking site. This is also a reason why businesses are splurging 122 percent more per ad unit on Facebook than a year ago.

To make the most of Facebook, real estate agents must put up a powerful presence with your business’s Facebook account, including engaging with users and adding content daily. Facebook advertising can enhance your content, placing it in front of millions of targeted users who can become future clients and leads.

Approaching real estate Facebook ads can be a little confusing and pressuring, from spending the right amount to reach your best customers to set up your ads. This post will set forth how to easily create different types Facebook ads based on your business’s advertising goals.

 

Understanding Facebook Advertising Setup

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As seen in the above diagram from Facebook for Business, advertising campaigns laid out through the platform follow a common structure. If the beginning objective changes, your ad setup may differ somewhat (see our examples below), but each ad will follow a similar route:

  1. Campaign: Here you’ll decide the main objective of your ad and the account, URL, or address associated with it.
  2. Ad Set: Here you’ll determine the budget, the audience you want to target and the length of time you’d like your ad to run.
  3. Ad: In this you’ll enter the creative aspects of your ad, like the headline, title, images, and copy.

Pre-Advertising Preparation

Before you can actually jump into making Facebook ads, it’s vital to set up your business account, determine your target consumer demographics, and take in your options for ad placement. Work through these steps before making your ad for maximum results:

Set up a Facebook Business Page

This step is evaluative. A Business Page bonds your brand professionally on Facebook and gives you access to see your page’s analytics and grow a fan base. Also, without a Facebook Business Page your ads will be limited to the Right Column, and this column isn’t even visible on mobile devices.

Analyze customer personas

This is a little of both online and offline work. Establishing strong customer personas will let you determine who your target customers are and what types of content they’ll need to convert. Audience Insights is a helpful tool which can show you demographic information about persons all over Facebook. You can limit it as much as you’d like, and even filter based on users who are already associated to your page.

Create audiences

You will often aim at similar groups of people in your real estate Facebook ads, and you can save yourself lots of time by saving and creating audience lists. Audience lists are developed from features like Page likes, website traffic information, contacts on your email list, users who’ve already shown an interest in your business, and other demographics. You can also create Lookalike Audiences, Custom Audiences, and Saved Target Groups.

Select “Audience Insights” from the left-hand menu.

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Select “Audience Insights” from the left-hand menu.

 

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Understand ad placement

You have some choices with consideration to where your ad is positioned on Facebook:

  • Partner Mobile Apps
  • Mobile News Feed Advertisement
  • Desktop News Feed Advertisement
  • Right-Hand Column Advertisements

Some marketers have found that the Right-Hand Column may work better for website listings and promotions while the center News Feed may work better for page promotion and content. Be prepared to play around with different areas to see which works best for you.

Set an ad budget

Don’t stop having site of your return on investment: While you may make a decision to run ads for a few dollars here and there, you should also look at your advertising budget, find out how much your business plan allows for ad spending to create leads, and what an appropriate return will be.

Creating Real Estate Facebook Ads

Now that you’ve done with some planning, it’s time to prepare your ads. Use these steps to prepare your Facebook ad campaigns.

Set up creative in advance

Each ad type will have some particular content fields to fill in. It’s a good idea to draft these up before starting ad setup, to make the process simple and easy. Most ads will contact areas like:

  • Headline
  • News Feed Description
  • Title
  • Image
  • Call to Action Button

Here’s an example of an Agent web online Ad:

 

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Where to Go to Create a Facebook Ad

Discovering the portal for Facebook ads is not difficult. In the upper-right corner of the blue banner just click on the arrow and in the drop-down menu, select “Create Ads.”

 

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Choose a goal for your real estate advertisement

Almost all ads start with a goal, and Facebook provides you a number of advertisement goal options, called objectives. They are actually the end goal you want your real estate ad to achieve, like promoting your page to a vast audience or getting users who see your ad to click through to your website.

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We’ve picked out some objectives that are most critical to real estate professionals, and outline the process of setting up each in further detail below:

Promote Your Page: This objective is designed to put your Facebook Business Page before users with an easy “Like” button.

Send People to Your Website: Focus on the action of sending Facebook traffic directly to your website by using this objective.

Increase Conversions on Your Website: If you’re seeking to generate leads through a lead capture form use this objective. It is also used in conjunction with a Facebook pixel to keep an eye on how many users convert on your site.

Boost Your Posts: To amplify the message of a post you’ve already put on your timeline and increase engagement make use of this option.

Reach People Near Your Business:  Some brokers and agents may find it of use to reach the community nearest to your office, in which case you can target a certain location with this ad type.

Raise Attendance at Your Event: Use this option, if you have a special event or open house to share the event with a larger audience.

Promote Your Page for Likes

Click on the “Promote your Page” category.

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Step 1: Creating Your Campaign

Select your company page from the drop-down menu. In this, you should also create a campaign name you can identify easily.

 

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Step 2: Creating Your Ad Account

Then, make sure account details (currency, time zone and location) are correct.

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Step 3: Creating an Ad Set

Here your target market has to be defined. Either use a Custom Audience you’ve saved or enter specifics about the location by adding as many towns, cities, counties or zip codes as needed. You’ll then be able to choose additional detailed selections for the folks you’d like to target by data like their behaviors, age, interests and connections.

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You can optimize for Page Likes.

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Click on “More Demographics” if you’d like to get more specific. You also can narrow your target market by relationship status, income, homeowners or renters, parental status, and more.

 

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On to the right, you’ll a see an Audience Definition measure that helps out to monitor the effectiveness of your target audience. It allows you to know when your search may be too broad (yellow), too specific (red), or somewhere in a fine range (green). This area again states some of your specifications and gives you a potential reach number.

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Now you’ll determine how much to spend. Use the drop down to pick your desired amount. Also, you will choose the length of time you’d like your ad to stream and see the estimated daily reach based on your budget.

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If you aim to target a similar population in other ads, you can also keep safe your Ad Set to quickly reuse the same parameters later.

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Step 4: Creating Your Ad

You can add up to six images (recommended size 1200 x 628 pixels) that will rotate during your advertising period in this stage.

They can be uploaded (select Upload), chosen from your image collection (select Browse Library), or free (at no cost) images accessed from Shutterstock (select Search). Facebook recommends monitoring which do the best so you can use the same images in future ads.

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Then, you’ll modify your advertisement. Create an enticing headline and title. Next, select a landing view — the place you want people to land when they click your ad. Because you’re communicating on your Facebook Business Page, a most well-reasoned place to send users is your timeline.

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Here you’ll see your ad preview and how it will look on Mobile News Feed, Desktop News Feed and in the Right Column. Observe how in smaller views, an image with copy may lose some of its impacts or your words may get cut off.

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You have the potential to set placements of your ad, so if you want to limit your ad to only definite views, on the placement simply click the “Remove” link field you want to remove.

Before you purchase, Facebook gives you the choice to review your order. Clicking this button will let you review your final ad choices before you select “Place Order.”

Send People to Your Website

A key process of generating qualified leads is sending Facebook users instantly to your real estate website so they can acquire more knowledge about your brand, content and listings. Facebook advertising lets you create optimized ads that send traffic instantly to your website.

Click on the “Send people to your website” option in the Create Ads section.

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Step 1: Creating Your Campaign

Add your website URL in the blank field. You can opt to put your listings page, home page or blog page. The most important thing to keep in mind is that the content users should land on and match the content you describe in the ad.

 

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Give your Ad a campaign name you can recognize simply.

Step 2: Creating Your Ad Account

Then, ensure account details (location, currency, and time zone) are correct.

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Here you can set ad optimization for clicks to the website.

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Step 3: Creating an Ad Set

Here your target market has to be defined. Either use a Custom Audience you’ve saved (see above), or enter specifics here. You’ll then be able to choose additional detailed selections for the folks you’d like to target by data like their behaviors, age, interests and connections.

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If you’d like to get more specific, click “More Demographics” to narrow your target market further.

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On to the right, you’ll a see an Audience Definition measure that helps out to monitor the effectiveness of your target audience. It allows you to know when your search may be too broad (yellow), too specific (red), or somewhere in a fine range (green). This area again states some of your specifications and gives you a potential reach number.

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Now you’ll plan how much to spend. Make use of the drop down to pick your desired amount and set dates for your Facebook ad campaign. You’ll see your Estimated Daily Reach to your right, which gives you a sense, based on your demographic and budget, how many people will view your post each day.

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If you decide to target a similar demographic in other ads, you can keep safe your Ad Set to quickly reuse the identical parameters again.

Step 4: Creating Your Ad

You can add up to six images (size 1200 x 628 pixels) that will go round during your advertising period in this stage. They can be uploaded (select Upload), chosen from your image collection (select Browse Library), or free images accessed from Shutterstock (select Search). Facebook recommends monitoring which do the best so you can use similar images once more.

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Then, customize your advertisement. Associate your ad to your Facebook page first: This will ensure the ad appears to arrive from your professional page and not your personal page.

Enter Text copy, create a strong headline and a News Feed description that will entice users. Then, choose a call-to-action button that best narrates the action you’d like users to take.

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This stage will show your ad preview and how it will look on Mobile News Feed, Desktop News Feed, on Partner Mobile Apps, and Right Column.

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You have control over the placements of your ad, so if you want to limit your ad to only definite views, simply click the “Remove” link on the placement field you want to remove.

Before you actually place your order, Facebook gives you the choice to review your ad order. Review your end ad choices and select “Place Order” when you’re glad with your real estate advertisement.

Increase Conversions on Your Website

To drive traffic to your real estate website using Facebook ads is a start, but agents who want to monitor and maximize how effective ads are at getting traffic to change into actual leads will gain from using conversion tracking. Follow these steps to create a Facebook real estate ad to increase conversions on your website:

Step 1: Creating Your Campaign

Click on the “Increase conversions on your website” category in the Create Ads section. Add your website URL in the blank field. You can opt to put your listings page, home page or blog page. Just ensure it’s a page where users can submit their contact information using a form.

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You’ll see a message about summing conversion pixels to your website, and Facebook will put a few questions to help you generate one.

  1. Pick your goal: Choose from options like Key Page Views, Leads, and Registrations, etc.
  2. Name your pixel and click the button to agree to the terms.

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You might get a message that looks like “Your ad will not be optimized for conversions because your conversion-tracking pixel isn’t confirmed.” You’re then given choices to add the pixel to your site before it can be confirmed. Choose the self-adding option or the option to share the pixel code with an administrator who works on your site for you.

Step 2: Creating Your Ad Account

Here, look over your account details (location, currency, and time zone).

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Also you can optimize for website conversions.

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Step 3: Creating an Ad Set

Here your target market has to be defined. Either use a Custom Audience you’ve saved (see above), or enter specifics about location by adding as many towns, cities, counties or zip codes as needed. You’ll then be able to choose additional detailed selections for the folks you’d like to target by data like their behaviors, age, interests and connections.

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Click on “More Demographics” if you’d like to get more specific. You also can narrow your target market by relationship status, income, homeowners or renters, parental status, and more.

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On to the right, you’ll a see an Audience Definition measure that helps out to monitor the effectiveness of your target audience. It allows you to know when your search may be too broad (yellow), too specific (red), or somewhere in a fine range (green). This area again states some of your specifications and gives you a potential reach number.

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Now you’ll plan how much to spend. Use the drop down to pick your desired ad spend per day, and the dates you’d like your ad to run.

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You’ll see your Estimated Daily Reach on the right. This gives you an estimate of how many people you could attain to base on your budget and targeting.

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If you decide to target a similar demographic in other ads, you can keep safe your Ad Set to quickly reuse the identical parameters again.

Step 4: Creating Your Ad

You can add up to six images (size 1200 x 628 pixels) that will go round during your advertising period in this stage. They can be uploaded (select Upload), chosen from your image collection (select Browse Library), or free (at no cost) images accessed from Shutterstock (select Search). Facebook recommends monitoring which do the best so you can use similar images in future ads.

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Now, customize your advertisement. Associate your ad to your Facebook page first: This will ensure the ad appears to arrive from your professional page and not your personal page.

Make a strong headline and add copy that will attract users in. Then, choose a call-to-action button that best describes the action you’d like users to take. You have options like “Learn More,” “Download,” and more. You can include more copy to the website preview that describes your website in advanced options.

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Ensure in this stage to choose the pixel you created so it will track conversions correctly.

On the right-hand is your ad preview and how it will look on Mobile News Feed, Desktop News Feed, Partner Mobile Apps and Right Column.

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You have the potential to set placements of your ad, so if you want to limit your ad to only definite views, on the placement simply click the “Remove” link field you want to remove.

Review your end ad choices and then select “Place Order” before you place your order.

Boost a Post

If one of the posts you’ve given out on your timeline receives positive engagement, an advertisement to boost the post can help spread that message to a larger audience.

Step 1: Creating Your Campaign

Hit on the “Boost Your Posts” in the section of Create ads and pick your company page from the drop-down menu.

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A list of your posts will be occupied in a drop-down menu. Choose the post you would like to boost.

Here you should also give your Ad a name you can recognize fast.

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Step 2: Creating Your Ad Account

Make sure account details (currency, time zone and location) are correct.

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You can also now optimize for engagement.

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Step 3: Creating an Ad Set

Here your target market has to be defined. This one use a Custom Audience you’ve saved (see above), or enter specifics here about interests, behaviors, location, age, connections, and more.

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If you’d like to get more specific, hit on “More Demographics.” You can bring down your target market by relationship status, income, homeowners or renters, parental status, and more.

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On to the right, you’ll set your eyes on an Audience Definition measure that helps out to monitor the effectiveness of your target audience. It allows you to know when your search may be too broad (yellow), too specific (red), or somewhere in a fine range (green). This area again states some of your specifications and gives you a potential reach number.

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Now you’ll plan how much to shell out. Use the drop down to pick your desired amount, as well as how often you’d like your boosted post to be visible, or set an end date to stop boosting it after a specific period of time.

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If you plan to target the same demographic in other ads, you can also keep safe your Ad Set with a name so you can quickly reuse the same parameters once again.

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Step 4: Creating Your Ad

In this stage, you’ll come across your ad preview and how it will look on Mobile News Feed, Desktop News Feed and in the Right Column.

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You have the ability to set placements of your ad, so if you want to limit your ad to only definite views, simply click the “Remove” link on the placement field you want to remove.

Review your final ad choices and then before you place your order select “Place Order.”

Reach People near Your Business

If you’d like to sharpen on a hyper-local market to generate leads, it works well to use Facebook ads that target users.

Tick on the “Reach people near your business.”

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Step 1: Creating Your Campaign

Select your company page and make and grow a recognizable Campaign Name.

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Add in the street address, city/town, and zip code of your business. If you haven’t added your address to your company’s Facebook Business Page, you can select the check box to add it.

Step 2: Creating Your Ad Account

Then, make sure your account details are correct.

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Step 3: Creating an Ad Set

You’re now led to a map of your area. Select the radius you’d like to target, as well as demographics you’d like to focus on, like gender and age.

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On the right, you’ll a see a Potential Reach estimate that measures a number of users your ad could potentially be shown in front of.

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Now you’ll decide how much to spend. Use the drop down to pick your desired budget. Note this amount is a lifetime budget — meaning the entire amount you’d like to spend for as long as your ad runs. You will choose the length of time you’d like your ad to run.

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You’ll see an Estimated Daily Reach, which provides you a sense, based on your demographic and budget, how many users will view your ad each day.

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If you aim to target the same demographic in other ads, you can also save your Ad Set
Name to quickly reuse the same specifications once again.

Step 4: Creating Your Ad

You can add up to six images (size 1200 x 628 pixels) that will go round during your advertising period in this stage. They can be uploaded (select Upload), chosen from your image collection (select Browse Library), or free (at no cost) images accessed from Shutterstock (select Search). Facebook recommends monitoring which do the best so you can use similar images in future ads.

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In this stage, customize your ad: Write copy for your ad, add a headline, select a call to action button, and click on the Advanced Options to put in a News Feed Description.

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You’ll see previews of your ad and how it will look on Mobile News Feed and Desktop News Feed in this stage. You can control the placements for your ad, so if you want to limit your ad to only certain views, simply click the “Remove” link on the placement area you want to eliminate.

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Review your final ad choices before you select “Place Order.”

Raise Attendance at Your Event

If you hold an event, like an open house you’d like to focus attention, publicizing it through Facebook can put your event in front of several new leads.

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Hit on the “Raise attendance at your event” category.

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Step 1: Creating Your Campaign

From the drop-down menu choose your event listing and create a Campaign Name.

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Step 2: Creating Your Ad Account

Review your account details for accuracy.

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Step 3: Creating an Ad Set

Add in specific features of the audience or use a Custom Audience you want to target. If you’d like to get more specific, click “More Demographics.” You can bring down your target market by, income, relationship status, homeowners or renters, parental status, and more.

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On to the right, you’ll set your eyes on an Audience Definition measure that helps out to monitor the effectiveness of your target audience. It allows you to know when your search may be too broad (yellow), too specific (red), or somewhere in a fine range (green). This area again states some of your specifications and gives you a potential reach number.

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Now you’ll plan your budget. To pick your desired ad spend use the drop down as well as how long you’d like your event advertisement to run.

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On your right, you’ll see an Estimated Daily Reach, which provides you a sense of how many people will see your ad each day based on your budget & targets.

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If you plan to target a similar demographic in other ads, save your Ad Set Name to quickly repeat the same parameters once again.

Step 4: Creating Your Ad

You can preview your event advertisement in this stage.

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Customize your advertisement with intriguing copy about your event and see how it will be seen in different views. You can control the placements of your ad, so if you want to limit your ad to only certain views, simply click on “Remove” link on the placement areas you don’t want.

Review your final ad choices and then select “Place Order.”

 

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