Strong homebuyer demand has homes flying off the market faster than ever. In fact, 44 percent sell in less than a month. To catch buyers’ attention and make sales in this fast-paced market, you have to make sure your Facebook ads speak to exactly what the buyer is looking for.
Here are six examples of how to draw out what’s most important to buyers and sell your properties fast using Facebook ads.
1. Start with a question
Use short, clear questions that get people to stop and think about what you’re asking. These questions should reflect your ideal buyers’ pain points.
Survey your current customer list to understand their needs and concerns. Figure out what the most common concerns are, and turn those concerns into questions.
For example, if customers are concerned about saving for their dream home, ask a question like, “Ready to buy your next home for less?” This will not only get you clicks but also conversions.
2. Segment your audience, then write specific ads
You’re selling to a wide range of customers, but each one is looking for something specific. This can be condos, single-family homes or large million-dollar properties. Your goal here is to find the different buyer personas within this group and target each one with specific ads.
Use different ads that zero in on the needs of each group. Segment buyers based on demographics, target neighborhoods and what stage they are in the buying process.
Come up with five or six segments with shared characteristics, and give them each a name. This makes it easier for you to identify them and cater future campaigns to each one.
3. Keep your ads short and focused
Facebook audiences are getting used to seeing ads in their news feed. To make sure audiences only see the most relevant ads, Facebook has made changes to its algorithm. Now your ads have to be really targeted and to the point.
To do this, put the most relevant information at the top of your ad. For example, if an unpopular neighborhood gets a new amenity — like a retail outlet — add that to your heading if it’s relevant to the audience.
4. Add professional images
Your target audience is interested in the inside of your properties, so use professional pictures to showcase this. These images give people a reason to click on your ads because they know what to expect before they commit to booking a private viewing or going to an open house.
For Facebook ads, use 360 videos or images to help people explore and picture themselves in the home.
5. Time your campaigns
To make sure your target audience sees your ads at the right time, schedule when they’re sent. For email marketing, keep in mind that 54 percent of emails are opened from mobile devices and in the evening. Therefore, make sure your ads are mobile responsive and send them later in the day.
To figure out what time works for other types of ads you use, run a few A/B tests. Use the segments you’ve created to send targeted ads at the right time.
6. Incorporate SEO
Instead of relying on a pay-per-click (PPC) strategy to get traffic to your site, incorporate a search engine optimization (SEO) strategy that focuses on organic traffic. This free tactic relies on SEO, so use keywords to get people to your site to view your listings.
Research your ideal buyers, and use keywords that resonate with this group. For example, use tools like Ahrefs and Google Analytics to research keywords and the types of audiences searching for them.
Use keywords with 5,000 to 6,000 monthly searches to improve your chances of standing out.
Start experimenting
Get to know your audience, and create ads that speak to them. The more they can relate to your ads, the more likely they are to click on them — and the closer you are to making that sale.
Aaron Kardell is the Founder and CEO at HomeSpotter. You can follow him on Twitter or LinkedIn.
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