When considering the site’s magnitude and diverse audience, Facebook is an often overlooked tool for commercial real estate marketing.
There are precisely 2.7 billion reasons why you should be using Facebook’s family of apps to connect with your target audience.
OK, maybe not quite that many, but, hear us out…
1. Twitter, the typical rival in social media advertising in the commercial real estate sector, has an active monthly user base that only (?!) reaches a modest 321 million.
2. Instagram, the other, and perhaps latest favorite for advertising real estate, has roughly 1 billion monthly active users.
Facebook, on the other hand, has recently clocked in at 2.4 billion monthly actively users. And that’s only for the social network itself.
The entire family of Facebook apps totals roughly 2.7 billion monthly active users.
Wow is right.
The fact is, you’d be silly not to take advantage of Facebook ads in CRE. But since most CRE pros are doing the same, there are some actions you can take to make sure you’re sticking out amongst the very crowded competition.
Below, we’ll cover some pointers that you can use immediately to create Facebook ads that work.
Real Estate Facebook Ads
Facebook’s simple interface, step-by-step walkthroughs, and advertisement templates can generate a high number of real estate leads, without draining your time or marketing budget.
With several Facebook ad types to choose from to suit your business needs, and extensive Facebook ad targeting options that allow you to reach your target market, it can be a wise advertising choice for almost anyone.
The three things you need to focus on to masterfully optimize your Facebook ads are targeting, ad types, and messaging.
We’ll cover each below, starting with Facebook’s targeting options.
Facebook Ad Targeting
Without effective ad targeting, you will only generate a handful of commercial real estate leads.
It’s a vastly important part of online advertising when considering how drastically it can effect your cost-per-lead.
Facebook ad targeting ensures your real estate ads are seen by the people who are most interested in what you have to offer. And with such a huge audience, it’s nice to be able to find your niche.
You can target ads on the platform based on user demographics, location, interests, behaviors, and connections.
Focusing on the demographics of your ideal audience is always a great place to start.
And given the very youth-heavy user-ship of Facebook, being able to filter your audience by demographic is immensely effective.
Using Facebook ad targeting, you can list the age range, education, gender, and job types most relevant to your target market, and only display your ads to those individuals.
Occupation is also an important targeting criteria.
You can focus on the occupational roles of your target sellers, buyers, and investors to guarantee that you reach the right people, not just those in the right industry.
Location targeting allows you to select the exact city in which your ideal commercial sellers, buyers, or property owners resides.
A specific example of when to utilize location targeting is when you’re promoting an event you’re hosting, as you can present your ad to people close to the event location.
Commercial real estate is a very market-focused industry, so you should always be targeting ads to certain locations, with very localized, pointed, powerful copy in your advertisements.
Interests are another important factor to consider when using Facebook ad targeting.
From industrial real estate to retail, if you have a particular asset class in mind, targeting your real estate Facebook ads based on interests is a necessity.
You might also be able to find interests surrounding those more interested in the financials and acquiring of real estate, as opposed to those that might just be looking for general industry reading.
When it comes to ad targeting capabilities, behavioral targeting is one of Facebook’s greatest assets.
You can select your audience based on prior purchase behaviors, device usage, travel habits, among other things.
This group of filters lets you reach those based on their digital activities, type of mobile device, seasonal and event-based interests, use of travel apps, travel frequency, and internet purchase behaviors.
All of these targeting options together mean you could, for example, reach people of a certain age, with a certain job and specific interests, exactly when they’re commuting.
So while the person you’re reaching is obviously of the utmost importance, the timing in which your ad finds them is also crucial.
Targeting by Connections
Targeting by Connections allows you the option to advertise only to those that are (or are not) connected to your profile or an event page.
You could use this tool is to find strictly new audiences, for example.
This is done by excluding Facebook users that are connected to your profile or an event page.
Another great use of this feature is to re-engage existing audiences. Maybe you host an event, and would like to reconnect, and retarget those that attended.
Targeting by Connection makes that very easy.
Facebook Ad Types
There are quite a few Facebook ad types to choose from. The right for you will vary based on your business needs.
No matter the case, though, you should always be using a variety of ad types, to keep your ads “popping.”
Newsfeed Image Ads
Newsfeed Image Ads use a newsfeed image, complete with description and link, to draw people to your website or detailed property page—whatever you might be promoting.
This ad type includes a photo, website or landing page link, and a hyperlinked call to action.
These Facebook ad types are one of the site’s most popular choices, boasting a 44% higher click through rate than right-side-column ads.
You can generate interest in your ad with Facebook’s like, comment, and share buttons. Greater engagement will help drive traffic to your website.
With carousel ads, you can display up to 10 images in a single ad on Facebook’s newsfeed.
Carousel Ads include a link to your homepage or listing. You can also include a few lines of snappy copy to further boost interest.
This ad type is especially great for showcasing properties for sale, since you can include such a high volume of images that are very scrollable.
Lead Generation Ads
Lead Generation Ads function purely as a way to collect qualified leads. They are a powerful ad choice because users don’t need to leave Facebook to complete a signup form.
More or less, it works as a go-between for social media visitors and those that actual visit your website.
Event Responses are a great option for any commercial real estate professional intending on hosting an event, such as a property showing.
Event ads use location targeting to ensure that your ad is placed in front of the audience in your intended location.
Facebook Ads for Real Estate Agents
Facebook Ads for real estate agents can help you generate a high number of leads for your CRE business.
You can use Facebook’s ad targeting features to help ensure that your real estate ad is seen by commercial property sellers and investors.
You can tailor your ad based on ‘Job Title’. This tab can be found under the ‘Interests’ section, under Facebook’s Detailed Targeting section.
Writing persuasive, personable ad copy is key to ensuring you see a great ROI.
Your written tone of voice, word use, and writing style will all impact the effectiveness of your Facebook real estate ads.
As a real estate agent, you understand that trust and good feeling between you and your prospects are the driving factors of business.
An animated, excited, and personal tone helps to quickly establish rapport with your readers and inspires them to act. An animated and personal tone easily coveys warmth and will help you emotionally magnetize your prospects.
What information should you include in your ad?
Include an evocative description of your property and property location (if you’re advertising property), contact details, and the key benefits of working with you.
Social proof, such as mentioning any awards you may have won, can also add to your appeal. In addition, include a clear call to action at the end of your ad, to inspire your readers to move forward with registering their interest.
Keep your call to action short and sweet such as, “Email us now.”
Newsfeed Image ads are some of the most fitting for you. Use a high-resolution image to draw in your prospects and use the text space to provide a concise description of what you have to offer.
Comparatively, Lead Generation ads are also a great choice for boosting your leads, as your prospects can engage with you ad on Facebook.
When it comes to narrowing down Facebook ad types, don’t overlook the Events ad if you are holding a property viewing. Events ads can be targeted to the location of your property, making them ideal for generating as many local leads as possible.
Facebook Ads for Real Estate Listings
When crafting Facebook ads for real estate buyers and sellers, you can use Facebook ad targeting to ensure that your Facebook real estate ad is seen by commercial property buyers and sellers.
Tailor your advertisement based on ‘Job Title’, which can be found under the Interests section, under Facebook’s Detailed Targeting section.
For example, you can include commercial real estate investors under your ‘Job Title’ tag, to help you find property investors.
If you are working with a particular asset class, tailor your behavior targeting accordingly.
For example, if you are looking for a buyer for business premises only, target your advertisement based on the profession in question.
You can also use Facebook ad targeting to target both buyers and sellers simply by adding, “Looking to buy commercial property,” and, “Looking to sell commercial property,” under Behaviors, under Facebook’s Detailed Targeting section.
As mentioned above, when working in a niche commercial market, include the asset class in question in the Behavioral Targeting box.
Facebook Ads for Real Estate Buyers
When creating Facebook real estate ads for real estate buyers be thoughtful of the words you use to style your ad.
Adopt a formal tone, in order to showcase your expertise and to inspire confidence in your prospects.
In addition, keep your ad focused on your property.
This will ensure that your information is conveyed in a clear way and that potential buyers can easily find and process all the important details and property features and quickly asses their appeal.
When creating your real estate ad, provide detailed descriptions of property features, price, and availability.
The more features of a commercial property you include in your ad, the better – any obscure or commonplace feature could be a potential selling point for a commercial buyer.
Facebook ads for real estate buyers rely on images to sell.
As such, Carousel, Newsfeed Image, and Lead Gen ads are all the ideal Facebook ad types for you, as they all allow you to showcase attractive images of your commercial property.
Ensure you include high-definition photos of the property, which highlight its key draws.
Facebook Ads for Real Estate Sellers
You can also create lead-generating Facebook Ads for real estate sellers. You can heighten the impact of your ad by using behavioral targeting based on occupation and interests.
If you work with particular asset classes, focus on these in your targeting.
For example, if you are interested in the hotel or industrial space, list your interests under the Detailed Targeting section to help find suitable sellers.
Upcoming retirement, or business expansion are other behaviors to consider listing in the Behaviors section.
The language you use in your ad should be formal and remain property focused to present yourself in the best light to sellers: as an experienced professional.
Facebook ads for real estate sellers are best kept brief. Focus on the key benefits you offer sellers, such as price point or efficiency.
When it comes to choosing Facebook ads for real estate sellers, there are several ideal options to choose from.
As Inc. note, “Posts that include images produce 650% higher engagement than text-only posts.”
Facebook’s Carousel and Newsfeed Image ads are perfect options for drawing in your prospects.
In addition, Lead Gen ads are also a great alternative, as interested browsers can sign up on site.
Your Guide to Commercial Real Estate Facebook Ads
Real estate Facebook ads are a powerful way to boost commercial real estate leads.
With a number of excellent Facebook ad types to suit your business aims and unique targeting options, Facebook should be the first social media site you look to for commercial real estate advertising.
Why not further enhance your expertise and boost the number of leads you see, by informing your Facebook real estate ads with the latest market data?
Use the Reonomy database to help craft an effective commercial real estate ad, based on available and off-market properties, interested sellers and buyers, location, and other key details.