Getting leads for your Real Estate property with Facebook Ads is EASY … but only if you know how to leverage this ONE thing.

You don’t need to be a techie to do it.

You don’t need to be a Facebook Ads guru to do it.

You don’t need to spend hours and hours to get it done.

And you don’t even need to spend any money to do it.

Sound too good to be true?

Well, none of the above is an exaggeration and you’ll see why in a minute.

In this blog post, I break down the simple, yet most common missing ingredient in most Real Estate Facebook Ads.

If you’re selling apartments, rental properties, townhouses or any form of real estate, this ONE thing can be an absolute game-changer for you.

Let’s jump right into it, shall we?

Why most Real Estate Ads don’t generate results

Because most realtors don’t understand that romance comes before sex. 😉

Let me explain:

According to Salesforce, it takes 7 to 8 contacts before a prospect becomes a viable lead.

This means there needs to be a period of courtship & nurturing in order to get someone interested in what you offer.

They have to hear from you again and again and again, before deciding they want to convert.

If you’re selling a high-end apartment or renting out a mid-to-high-end property, asking a complete stranger to become a lead or schedule a viewing appointment through your Facebook Ad will likely not work.

You have built no relationship with them.

You have provided no value for them.

You have no idea where they are in their purchase journey.

You have no idea if they have the financial capacity to purchase.

You’re like the guy who’s asking a girl to marry him just after their first date.

It’s impractical.

And more importantly, your ad isn’t taking into consideration their context or previous interactions with your brand.

Mid-to-high-end real estate isn’t like a candy bar that people just buy or decide to go look at on a whim.

These types of purchase decisions are usually done after lots of research.

And often before they’ve decided a property is even worth investigating or researching, they need to be convinced.

What does this mean?

Simply put: you need to ‘woo’ your customer. They need to ‘fall in love’ with you and what you have.

And in order to do that with Facebook Ads, you need to have a way to reach them over and over and over and over again, moving them further and further towards a conversion.

And we do that through something called remarketing.

remarketing _ how it works

Finding your ideal customer through remarketing

Remarketing is one of the amazing wonders of Facebook Ads.

Through remarketing, we can target audiences that have previously shown interest in our business.

So instead of trying to get ‘total strangers’ to convert into a lead, you can instead focus on what I call high-intent audiences.

These are people who visited specific pages on your website or took specific actions like downloading a free PDF for example.

They know you.

They’ve already interacted with your business.

So they’re far more likely to convert into a viable lead, than someone who’s just seeing your ad for the first time.

But more importantly, with remarketing, our ads can be crafted to be contextual or personalized, based on how they have interacted with us in the past.

You’ve probably already seen this in action.

You go to a website.

Check out a few products and read about the company.

You hop onto Facebook or Instagram later that day or the next day, and suddenly you’re seeing ads about the very products you were checking out.

The company was not only able to re-market to you, but also make their ads contextual or relevant to you, based on the specific product you were looking at on their website.

That is remarketing in its simplest form and it is made possible through something called the Facebook Pixel.

The Facebook Pixel is the best-kept secret of Facebook Ads.

If you’re not leveraging this in your Facebook Ads, you might as well be flushing your ad dollars down the toilet. 😥

Let me begin to connect the dots for you.

The Facebook Pixel is a small bit of code that you install on your website or landing page, that tracks who visits your web pages, and what they do when they come.

You can then leverage this data to show them personalized ads based on their behaviour.

facebook pixel functions new

Examples of Real Estate Remarketing in action

Let’s look at some scenarios to really bring this home:

Scenario 1:

A prospect checks out a web page for a 3 bedroom apartment in one of my real estate properties.

Using that data, I could promote other 3 bedroom apartments from other real estate properties I own to them, while they’re browsing on Facebook.

Scenario 2:

I have just 2 studio apartment units left for my rental property.

A prospect checks out a web page for my studio apartments and then leaves.

I could then remarket to that specific prospect with an ad that says “Only 2 units remaining”.

This ad would not go to everyone. Just to prospective tenants who have checked out my studio apartment page, so it’s extremely targeted & personalized.

Scenario 3:

A prospect comes to my website and visits the “Book a viewing” page but for some reason, they don’t schedule a viewing.

Maybe they got distracted by a phone call, an app notification, or something else happened.

With the Facebook Pixel, I can run ads that target anyone who visited this page but did not follow through with booking the viewing.

My ad would now be to “remind” them to finish their booking.

Scenario 4:

Say I want to target ads to people who are really interested in renting an apartment or home or buying a property.

No tyre kickers, but people who are most likely at the point of becoming a viable lead.

Well, through the Facebook Pixel, I could target people who spent the most time on my website, or people who visited a certain number of pages on my website.

If someone has visited 10 or more pages on my website over the last 7 days, they are probably seriously considering one or more properties I have.

I could target them with an ad that “tips them over the edge”.

For example, an ad that says “schedule a viewing in the next 72 hours, and you could be eligible for 10% off”.

I could go on and on with many more scenarios, but you get the point.

The possibilities are truly endless.

So … how do we actually create remarketing ads with the Facebook Pixel?

facebook custom audiences

Three Simple Steps to Get Started with Remarketing

Running Facebook Remarketing ads is as simple as following these 3 steps:

  1. Install the Facebook Pixel
  2. Build up traffic to your website
  3. Create audiences & remarket

Install the Facebook Pixel

To install the Facebook Pixel on your website, your Real Estate business needs to have a Facebook Business Page as well as a Facebook Ad Account.

If you have a Facebook Page already, great!

If you don’t have one yet, you can easily create one by going to this link.

But, you want to know my top recommendation for businesses?

I strongly suggest that you set up a Facebook Business Manager Account.

This is a special type of account that can hold multiple business pages, multiple ad accounts, multiple pixels, and serve as a central location for managing all your Facebook marketing & assets.

To create one:

  1. Start by going to business.facebook.com
  2. Then click on ‘Create Account’
Facebook Business Manager Account

You will be presented with a screen where you’ll have to log in with your personal Facebook account.

login to FBM

 

Once you do, fill out your Business & Account Name and other details.

FBM Account Details

On the next screen, you will be asked to enter details such as your Country, Street Address, City, Zip Code, etc.

Confirm the email address you entered, and your Facebook Business Manager is ready to be used in creating your pixel.

You can then install the Facebook Pixel using the steps in this short video.

Build up traffic to your website

Once the pixel is installed, you need to begin driving traffic to your real estate website.

PRO TIP: Do NOT send this traffic to your homepage.

Homepages don’t have a very good reputation as far as driving conversions is concerned.

This is because homepages are designed to almost be a catch-all page. It is not made with a specific audience in mind. Homepages are designed with every type of visitor in mind.

And as such, they are unable to get specific types of web visitors to take the action you want.

My advice would be to send them to a well thought out landing page of some kind.

A landing page typically has one goal in mind.

They don’t have a lot of calls to action distracting the visitor and they are designed to speak to a specific visitor about a specific pain point or passion point.

So, you want to build traffic to your website/landing page.

With the pixel installed, it will be tracking visitors as they come to your website. It will track …

  • which pages they visited
  • how much time they spent on your website
  • the no. of pages they visited
  • the actions they took on your website
  • and so much more!

For this step, my recommendation is to run Traffic campaign ads on Facebook.

These types of ads are designed to get more people to visit your website or landing page.

Facebook Campaign Types

 

PRO TIP: Optimize your campaign for landing page views, and not clicks

When you’re creating your campaign, you have the option in your ad set to decide how it optimizes your ads. Unless you have a unique use case, my recommendation is that you use landing page views as much as possible.

Facebook Landing Page Views

This ensures anyone who clicks on your ad will actually wait for the page to load and view the content on the page.

If you create a Traffic campaign and optimize for landing page views, without installing the pixel first, the campaign will not perform properly.

This is because your campaign has no way of knowing when someone triggers a page view.

Your pixel is what is able to record a page view and send that data back to your campaign.

As I said, the pixel is the best-kept secret of Facebook Ads. 😃

Almost every form of advanced advertising on Facebook depends on this ‘little’ thing.

Create audiences & remarket

So you’ve installed your pixel.

You’ve got a traffic campaign setup and running.

Prospects are visiting your landing page and your pixel is recording this data.

In order to begin to remarket, you need to create something called a Custom Audience.

In simple terms, a custom audience is a group of people who have previously interacted with your business.

That interaction may be online or offline; doesn’t really matter.

The important thing here is that custom audiences have interacted with you before.

Meaning they are far more likely to take the action you want because they are already familiar with you.

There are different types of Custom Audiences, but for our purposes, we will be looking at Website Custom Audiences.

Essentially, a custom audience based on visits to our website.

So, here’s where you need to get creative and think about who you want to target as a custom audience.

Watch this video to get some ideas.

And that’s how it’s done.

Website custom audiences are truly powerful and are only limited by your own imagination.

If you go ahead to create Facebook Pixel Events on your website, you can get really ‘ninja’ and do some cool stuff.

For example, if you created an event that tracks every time someone books a viewing of one of your properties, you can create a custom audience based on everyone who visited the booking page and excludes everyone who triggered the ‘book a viewing’ event.

If all that sounds like jargon, don’t worry about it.

Just know that custom audiences are the key to creating a remarketing campaign.

And once you’re done creating it, you now want to create a campaign that targets that audience specifically.

In your ad set, instead of specifying the demographics, you simply enter in the name of the custom audience you want to target.

Facebook Custom Audiences

 

And that’s it pretty much.

Like I mentioned in the video, I suggest you experiment with different custom audiences.

Think about how your website is structured.

And also the different stages that a visitor may go through before doing business with you.

Use that to then create custom audiences of high-intent visitors to nudge them further and further down the sales funnel.

Download this Free Cheatsheet to take it to the next level 🚀

Now you know the secret to Real Estate Facebook Ads that convert.

All the magic is in the Facebook Pixel.

There’s so much more you can do with the pixel that we didn’t cover.

I just merely introduced what’s possible.

But if you really want to take your Facebook remarketing to the next level, then this free cheatsheet with my best custom audiences is for you.

And guess what?

I get into other types of custom audiences … beyond just Website Custom Audiences.

We look at …

  • Facebook Page Custom Audiences
  • Instagram Custom Audiences
  • Video Custom Audiences
  • Email List Custom Audiences

These are the audiences you should be targeting if you want to skyrocket your ads and get leads and sales through your Facebook Ads.

It’s actionable. Straight to the point. No huff or fluff.

Just take these audiences, create them, and start running ads.

The Ultimate Facebook Custom Audience Cheatsheet

How to target high-intent audiences to generate leads & sales for your business
Click to Download (it's free!)