“Facebook Ads don’t work for real estate. Yes, Facebook ads do work for real estate marketing.”

Both opinions are true and there is a debate going on between different real estate professionals, whether one of the two opinions is correct.

When I was doing my research for this article, I came across interesting forum posts where this exact topic was discussed.

I could read mixed opinions such as:

“I’m suspicious that Facebook ads might be a better way to generate motivated sellers, rather than cold calling, though.”

“FB is great for seller leads – but the knock on them is that they generally aren’t all that motivated. I’ve only had a handful of them, but they were all in the ‘would like to sell’ segment vs ‘really need to sell.’”

“One nugget that I’d recommend is using Facebook ads for retargeting. Based on the audience that you set up in Facebook, you can retarget visitors that hit your site from different marketing channels and stay in front of them using different placements (desktop, mobile, Instagram etc.).”

“So many people send them to websites that don’t perform well (especially on mobile for Facebook… since over 80% of those leads tend to be from cell phone devices… and most people’s websites are really bad on mobile… even if they’re ‘responsive’ most aren’t setup to convert well on mobile phones). Or tons of people just launch ads and don’t dial them in well… and end up thinking, “Facebook ads don’t work,” etc. But our data shows a consistent growing trend in seller leads from Facebook across our platform and as Facebook improves their data and targeting more and more… the ability to generate great leads at CPL (cost per lead) that make sense keeps getting better.”

So, for some it’s working and for many, it’s not working and they are losing money with their Facebook real estate marketing campaigns.

And, as always in online marketing, whether a certain campaign is successful or not depends on how well you are carrying out the power triangle traffic, conversion and economics/offer.

My whole article series about Facebook real estate marketing campaigns will hopefully help you to increase your chances of having a profitable campaign and generate more leads with Facebook ads.

This first part of my series is about marketing angles and why they are so important for the preparation phase of a successful Facebook ad campaign.

But first, let’s have a short look at why you should use Facebook ads in the first place.

Why Facebook Ads in the First Place?

Right now, there is no other online advertising platform that offers that many diverse and deep level of targeting options with that many users.

So, if you know your target customers well enough, you can find the right angles (discussed today) and thus can reach them very efficiently.

Broadly speaking, Facebook can target your potential customers in three ways:

  • Interests
  • Behaviors (e.g. people ready to move, or looking to buy a home)
  • Demographics (e.g. kids or no kids, age, job title, different generations, own or rent a current home, etc.)

You can zero in even further like a sniper by segmenting into different geographic areas (e.g. by state, city, zip, code, radius of a specific point on the map, etc.) and then, of course, by different ad placements.

Again, it all depends how good your market intelligence about your potential customers is.

Since most real estate pros are somewhat focused on different geographic areas, the targeting options the Facebook ads platform has to offer comes in handy.

What’s a Marketing Angle and Why is it Important?

Not promoting with an angle is basically shooting blindfolded into the dark.

It’s thinking that just a nice landing page and a good traffic source will be enough.

So, the aim of an angle is to be able to promote your real estate offer in a unique and clear way, so that it makes your potential customers engage.

An angle is the frame or the overarching “story” you use when promoting your offer.

If a real estate developer only runs a campaign with the message, that their “buildings are nice,” the success rate of this campaign is unlikely to be satisfactory.

The better approach would be to focus on something that their audience can identify with and cares about.

Examples could be:

  • Our buildings save 50 percent of energy costs compared to the national average
  • We only build in walkable neighborhoods

If you have found your angle, it also gets easier to write ad copy and copy for your landing pages, thus increasing the chances for a higher conversion rate.

It becomes your compass that gives you the direction of how you communicate to your potential customers with your creatives.

Additionally, it helps you differentiate yourself from competing offers in the same market niche.

So, how do you create an angle? Let’s jump to the next section.

How To Find Your Angle

In the real estate industry, it is unlikely that you have the freedom to choose your niche.

You might already be focused on a certain area, such as selling or buying a certain type of properties in a certain geographic area, developing a certain type of real estate project or offering services for a certain demographic or niche.

But for the sake of complete information, the first steps to finding your angle should you have the freedom to choose your niche would look like this:

  1. Choose your real estate niche
  2. Decide/ Research the demographic
  3. Brainstorm ideas
  4. Choose the right real estate offer
  5. Create creatives accordingly
  6. Test/Optimize your Facebook campaign

Process 2 will be more likely, since you can’t choose your niche and work the steps somewhat backwards. It looks like this:

  1. Choose your real estate offer (e.g. selling duplex houses, buying distressed properties)
  2. Decide/ Research the demographic
  3. Brainstorm ideas
  4. Create creatives accordingly
  5. Test/Optimize your Facebook campaign

Let’s take a closer look at the second process.


Choose your real estate offer

This one should be self-explanatory. I am sure you know what you are offering. But sometimes it can be helpful to make yourself aware of what you are actually offering.

As an investor you might offer buying distressed properties, but what you are actually offering if we talk about real benefits, is giving sellers peace of mind. So, you are selling peace of mind.


Decide/ Research the Demographic

Using the example of the distressed property seller above, you might want to dig deeper and get more detailed and specific.

So, you may want to ask yourself, who exactly are these distressed property sellers?

And depending on your final target demographic, your message will adapt accordingly.

The goal here is to gather enough information and gain a better idea of what appeals to your potential customer (the distressed property seller).

You could research:

Gender: Are the sellers in your area (state or county) mainly male or female? According to this statistic, in Wyoming there are, for example, more female homeowners than male.

Age: It is rather unlikely to find a distressed homeowner in the age range between 19 and 25. So you could research which typical age ranges (distressed) homeowners in your area are in.

Current events happening in the world or locally (e.g. holidays, seasons, fads, trends, etc.): You can check local newspapers for that or Google trends

Put yourself in their shoes: Try your best to think like the potential customer you are targeting.

What habits or behaviors does the pain of needing to sell their property cause?

Maybe the distressed homeowner has developed a bad eating habit (e.g. comfort food) because he can’t think of anything besides getting rid of his property, or he needs to take sleeping pills because he stays awake at night, thinking about the next mortgage payment he can’t make.

Brainstorm Ideas

This is the step where you come up with ideas based on what you have already done in the first steps.

Usually, you will already have several ideas from researching your target group.

Let’s go with the hypothetical result, that you found out that the distressed homeowner needs to take sleeping pills because of his anxiety that his property not selling.

So, you might go with this angle and collect benefits based on this pain such as:

  • We offer something better and healthier than a sleeping pill
  • Pictures of a happy person just waking up from bed after a good night’s sleep might also come to mind
  • Another picture that comes to my mind could be a picture of a person sleeping very profoundly, but not in a bed, but a bed full of dollar bills (the dollars bills she received after she finally sold her property)

Create Creatives Accordingly

If you did the step before this one well enough, you might already have several ideas on what the creatives could look like.

The bed full of dollar bills could come to mind, or someone throwing away his sleeping pill, because he sleeps well again.


Test/Optimize Your Facebook Campaign

This step is probably the hardest one, because you will need a lot of patience and the will to steadily improve your Facebook campaign to increase your click through rate until you have conversions and once you have conversions, improving your conversion rate and scaling your campaign.

These are two of many metrics you can use.

It all depends on your approach of how you test, which in itself is worth an extra article.

Thanks for reading so far. This was already the first part of my article series about Facebook real estate marketing campaigns.

Stay tuned for the next part, where I will go deeper into campaign objectives and targeting for real estate.

If you liked this article, feel free to share it.

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