How to Choose the Most Effective Digital Ad Platform for Your Real Estate Business
By Maggie Wilson @ Real Estate Daily
December 4, 2017

Digital advertising is booming and the real estate professionals who know how to leverage it are winning the most business. But for somebody who is unfamiliar with the digital landscape, choosing the right platform can be daunting. Digital advertising platforms have slight nuances between them like varying audience habits and messaging strategies. Below, we’ll discuss how to get started with ads from Facebook, Twitter, LinkedIn and Instagram.

Key Takeaways

  • About 95% of buyers look online before making a choice
  • Only 9% of real estate agents use their social networks to market listings
  • Most common ads include: lead generation, showcasing a property, and demonstrating your professional expertise
  • Optimize ads through audience targeting, refined copywriting and high-quality images

Brief

Searching online is already huge part of the home buying process. Moving into 2018, inventory is expected to pick up and millennials are forecasted to become an even large buying force. As the largest demographic of homebuyers, millennials are beginning to settle down with families and purchase homes. They also spend seven hours per day online, according to RealtorMag, making an optimal digital advertising strategy even more important.

Here are the best ways to use each digital advertising platform:

Facebook – Facebook’s advertising template is incredibly user-friendly, making it a great place for real estate agents to start. Most agents use Facebook advertising for lead generation and there are a few different types.

The first option is gather lead contact information in your CRM from advertising. After running an ad – based on your expertise, picturesque listing etc. – Facebook allows you to send the user to a landing page that will request information like name and email address. Although you can request more information, keeping it simple is recommended to not scare off any potential leads.

You could also explore Facebook’s new mid-roll video ads that play in the middle of video content. If you are considering this as an option, however, be wary that quality video content is not easy to make. Hiring a professional to make a video ad for you is likely the best option.

Twitter – Real estate agents should focus on promoted tweets and videos when it comes to advertising on Twitter. You can show off a new property by bidding on certain keywords that you think will best reach your audience.

Promoted tweets were shown to cause a substantial increase in offline sales, so be sure to include a strong call-to-action in your ad. Adding something simple like “sign up now” can have a big effect on the amount of clicks you receive.

LinkedIn – LinkedIn is an incredible social media platform because almost all of its users are working professionals. It is shown to be 277% more effective than Facebook and Twitter for lead generation, according to HubSpot. “LinkedIn works as an online business card, where agents can add enormous amounts of information about themselves and begin building a professional brand,” writes Adrian Fisher at realtor.com.

There are two main advertising options for real estate agents on LinkedIn. Sponsored updates allow agents to break down their audience and target each group with a custom post. They also offer small business marketing for companies to build a brand presence with their own company page, which they can use to connect with their audience and other groups of similar interest.

Instagram – Often overlooked, Instagram is a unique and effective way to capture audience interest through stunning property photos and videos. Pay attention to keeping the photographs you post top-quality. They need to attract the attention of average consumers while also showing off some cool parts of the business.

Promoted posts on Instagram can be a great way to start pulling in some millennial business. Similar to other platforms, you can break down your target audience and add call-to-action buttons.

Now that more millennials are purchasing homes, when they casually peruse Instagram and see an extravagant kitchen with eye-catching colors, buying a home or seeking a real estate agent might cross their mind.