Social media advertising is a regular part of many agents’ marketing budget. Since you quickly segment your audience and reach a local set of users, it makes social ads a useful way to connect with new prospects. However, significant amounts of money can be wasted on the wrong campaigns and there is a risk that even if you receive some interaction, it won’t necessarily translate into new clients. Let’s take a step-by-step look at ways to narrow your ad focus, make this content more effective, and streamline the overall process for a more productive experience.
Social Media Targeting & Audience
Hyper-local Targeting
Focus on specific neighborhoods or even streets where you want to list properties and attract potential sellers.
Demographics & Interests
Target your ideal seller profile based on age, income, interests, and life events (e.g., recent marriage, divorce, new job).
Lookalike Audiences
Expand your reach to users similar to your past clients or website visitors.
Ad Creatives & Content
Compelling Visuals
Use high-quality photos or videos showcasing beautiful homes in your area.
Focus on Your Personal Brand
Working with an agent is a trusted, close relationship, so introducing viewers to your personality and style can be the route to engaging with someone new.
Clear Value Proposition
Highlight the benefits sellers gain by working with you, like top dollar offers, fast sales, or expertise in your local market.
Testimonials & Social Proof
Share positive reviews from past clients to build trust and credibility.
Offer Valuable Resources
Create free guides or checklists related to selling a home in your area.
Use Local References
Feature community landmarks or mention local events to spark interest.
A/B Test Different Ad Formats
Compare images, videos, carousels, and different copy variations to see what resonates best.
Facebook Ads for Real Estate Agents
Facebook is a wonderful place to find users over the age of 40, particularly empty nesters looking to downsize and families moving elderly parents into managed care. If you’re looking to attract this type of user consider these tips.
- Highlight local expertise: Create ads showcasing your knowledge of the local market and community.
- Offer valuable content: Provide free resources like market reports, neighborhood guides, or tips for buying/selling a home.
- Run retargeting campaigns: Engage with people who have already interacted with your page or website.
Pinterest Ads for Agents
Pinterest is a great place to find women, in fact nearly 80% of Pinterest’s users are female. If you’re looking to connect with this demographic, consider:
- Create beautiful and informative pins: Show how you sell by highlighting property features, staging ideas, and neighborhood amenities.
- Use relevant keywords: Target specific searches for types of properties, locations, or features.
- Pin directly from your website: Ensure listings and blog posts are easily accessible through pins.
Real Estate Instagram Ads
Instagram is image-focused, so this will be the focus of any campaigns on the platform. While a wide array of demographics can be found on Instagram, it does lean a bit younger, so think sellers like double-income families looking to upgrade a home or sellers who want to capitalize on a hot market.
- Clear Call-to-Action (CTA): Include a clear and compelling call-to-action in your ad copy. Whether it’s directing users to visit your website, schedule a consultation, or contact you directly, make it easy for them to take the next step.
- Use Carousel Ads: Carousel ads allow you to showcase multiple properties or aspects of your services in a single ad. Take advantage of this format to provide more information and variety to your audience.
- Highlight Your Expertise: Position yourself as an expert in your local real estate market by sharing valuable insights, market updates, and tips for selling homes. This establishes your credibility and attracts homeowners who are seeking guidance.
- Engage with Your Audience: Be responsive to comments, messages, and inquiries on your ads. Engaging with potential sellers shows that you’re attentive and committed to providing excellent service.
TikTok Advertising
Just a few short years ago, TikTok was easy to dismiss as a social platform for kids and teenagers. But the platform has completely evolved and now is filled with adults looking for everything from their next summertime read to healthcare advice.
- Utilize TikTok’s Ad Formats: Take advantage of TikTok’s various ad formats, including in-feed ads, branded hashtag challenges, and branded effects. Choose the ad format that best aligns with your marketing objectives and target audience.
- Highlight Unique Selling Points: Highlight the unique selling points of your services as a real estate agent in your ad creative. Whether it’s your experience, expertise, or success stories, communicate what sets you apart from competitors and why potential home sellers should choose you.
- Test Different Ad Creatives: A/B test different ad creatives to identify which ones resonate best with your target audience. Experiment with different visuals, messaging, and calls-to-action to optimize your ad performance over time.
- Optimize for Mobile Viewing: Keep in mind that TikTok is primarily a mobile platform, so ensure that your ad creatives are optimized for mobile viewing. Use vertical video formats and concise messaging that captures users’ attention on their smartphones.
- Monitor and Adjust Campaigns: Monitor the performance of your TikTok ad campaigns closely and make adjustments as needed. Track key metrics such as reach, engagement, click-through rates, and conversions to optimize your campaigns for better results.
There are many platforms to try out your social media campaigns and a wide range of approaches to take when it comes to marketing yourself to potential home sellers. By starting out with a clear strategy, testing and tweaking, you can get the most for your ad investment on these social platforms.
