One of the most requested podcast topics is Facebook marketing (Our Facebook A to Z is one of our most popular podcasts). Today we cover 7 Tactics For Facebook Ad Success For Real Estate Agents. Today's episode is highly actionable, with a recipe for how to boost ads, how to target new customers and more. While facebook might be the most common request I get for the show when I ask about what people want me to talk about it usually revolves on the questions of how much and what should I post. These 7 Tactics For Facebook Ads are.
1. Know Your Audience.
You must know your audience, what they like and dislike. One way to discover this is to do "themes of the month." You could do a month of "upgrades" in which you cover what every seller should be doing to upgrade their home. Maybe another month you talk about real estate pitfalls and see which is more engaging with your followers.
2. Go Native
This simply means uploading content directly to Facebook. Don't always link out to your website or to your youtube channel, post the actual video on your page. Facebook (as well as other social media channels push this). It's pretty straight forward, you simply click the upload buttons on your post vs copying and pasting a link.
3. Know Your Competition or Competitive Space
You should make it a habit of following those other businesses that are in your space. Try to follow hugely successful competitors. In particular, you want to follow competitors on facebook that are running successful pages and ad campaigns. If their ads and posts are getting engagement then there are likely clues to what would make your facebook ad campaign successful as well.
This is going to be a bit tougher for real estate agents. In general, most real estate agents focus on selling their areas, like San Antonio or Orange County real estate. Here you might want to look for national companies that are doing a great job. Even a popular company like Compass is a ghost town (until their new sign design was released). Everyone's favorite real estate company, Zillow, has a great facebook page to get ideas from. In fact, I recommend following them and then applying the next steps.
4. Borrow Other's Posts
If you see something that is getting traction, do it yourself. Either re-create the idea or straight up "borrow" it. Facebook now allows you to see everyone's ads. If you did step 3 and are following successful competitors then you can simple "be inspired" by their ads.
Know The Ad Formula
The ad has 3 keys. Question plus value propisition plus call to action. It's as simply as "do you have this problem?" + "I have the solution" + "buy my solution." Obviously, you'll need more than that but those are the 3 key components of a successful facebook ad.
Facebook Ad Formula
- Question + EX. Are you thinkng of selling next spring?
- Value Propositions + EX. I'm doing a full home selling seminar/analysis to get home seller's ready for next year.
- Call To Action EX. Sign up Today/Call Me
6. Boost Your Ads 1, 2, 3
When you boost, boost first to your fans, then to their friends and lastly to the public. You do this in this manner to gather engagement. IF you fans engage with this content, then there is a good chance their friends will. If their friends engage then your audience will. Most business owners make the mistake of boosting it in reverse. They boos the ad and see that it has more impressions but wonder why they only get a few more likes than the original. When you boost your ads in this manner, starting with your fans first, you get a snowball effect of engagement. This boosting 1,2,3 process is also a daily process. When you boost to your fans first, you do that on day 1, then day 2 it'd be boosted to their friends and the on day 3 it's your "outer" audience or everyone else.
7. Target Pages
If you want to grow your audience target pages. Find your biggest competitor and target their fans. (Sound familiar) Generally you want to target your most engaging competitors. If you have a competitor but they aren't doing anything on facebook then you want to follow them, but stick to "emulating" brands that create huge engagement (comments, likes and shares). Basically if you did the above you already have done this and read this.
For example, you could target fans of Zillow that are in your geographic location. Because fans of zillow are "engaged" they are more likely to engage with your content.
Good metrics are 200K fans or so and 30+ likes per post. As those fans scale, so should the likes per post.
(Original Post: 7 GROWTH HACKING TACTICS FOR FACEBOOK SUCCESS)
Originally Created By: 4rd Marketing with this graphic.