How Social Media is Generating More Quality Leads Than Portals

The social media and mobile revolution has led to apps such as Facebook, Instagram, Twitter and LinkedIn dominating our everyday lives, from sharing photos with friends and family to engaging with products and services as consumers. With over two billion monthly users and over 1 billion daily users on Facebook every day according to CoreLogic, few can doubt the power it has for businesses to reach potential customers. This is certainly true for the real estate industry. For many agencies, Facebook is now the most powerful lead generating tool available online, even overtaking real estate portals.

In a tightening market Agents need to adopt a broader marketing strategy for their listing. For example, targeting buyers further afield in other capital cities or even overseas in Asia is a great way to cast the buyer net wider with innovative strategies.

 

Why Portals are Getting Phased Out

Many agents dislike paying for a service they have little control over. With Facebook, they have more control over who they can target. Advertising property through the portals is like billboard or print advertising. You display the property to everyone, hoping to attract one potential buyer who is interested.

“Where is the best place to hide a dead body on Google? answer: Page 2”. 

Generally the more recently added property listings are displayed prominently on page 1. However as the campaign progresses the listing moves to Page 2, Page 3, etc and enquiries drop off for the Agent.

With portals, there’s no ability to target specific demographics or to assess ROI. It’s also impossible to market a property in isolation on a portal as it’s grouped with other properties. Therefore, competition with other similar properties is high.

 

Facebook – An Essential Tool for Capturing Leads

With billions of users voluntarily providing information about their interests and demographic information such as location, age and gender, advertisers on the social media platform can take advantage of precise targeting capabilities. This detailed targeting enables agencies to reach the most suitable audience for each different property.

The isolated ads or sponsored posts that appear in your selected audience’s news feed allows you to put property in front of in-the-market buyers without any other property in sight. The other key advantage is the ability to adjust your budget and targeting based on your needs, both of which are adjustable at any time during the campaign.

 

Benefits of Using Facebook for Property Marketing

– Facebook allows potential buyers to take their first step with connecting with the real estate agency through Facebook ads.

– It is a low-commitment, low-barrier way of enabling sign-ups for an appraisal or receive information about a property.

– Have an ability to incorporate an automated fill out form, meaning no typing and less hassle for the viewer.

– Leads generated can be downloaded from the lead ad campaign for the real estate agent to use for retargeting purposes.

– Gives agents a powerful choice of where to spend their money for leads

– Using our platform makes it easier to remarket to ‘in-the-market’ leads as we upload these audiences to Facebook automatically.

 

Want to learn more? Contact us today to find out more about how we can help you effectively utilise Facebook ads and achieve your goals.