Paid Social Advertising: Why Your Property Should Invest in Lead Ads

Katie Russell

5 years ago

Paid social advertising can help accelerate your digital marketing efforts so your content gets in front of prospective buyers faster — they don’t even have to leave the app to sign up.

Highlights:

86% of marketers are using paid social advertising and organic tactics to boost leads through social media.
Lead ads include a contact form that prospects can submit without ever leaving the app.
Use paid social advertising to boost the reach of your posts, display ads, and videos.

There are 3.2 billion active daily users on social media platforms today.  Clearly social media has some reach. In fact, 93% of B2B marketers report using social media as part of their strategy.

But as social media platforms continue to grow, it has become harder for marketers to stand out among the influx of content. So how do real estate marketers make sure audiences are seeing their properties? The answer: Paid advertising.

With 86% of marketers now combining paid and organic tactics as part of their social media strategies, you can hardly afford to be an observer.

How paid social advertising works

Paid ads on Facebook, Instagram, Twitter, and now LinkedIn, allow you to run lead-generation campaigns. Potential buyers and renters then come across your ad when they scroll through their newsfeeds. Just set the parameters (e.g. demographics, location, etc.) for your target audience, and the network’s algorithm will identify who sees the ad based on information they’ve provided in their profiles.

But here’s the real kicker: Unlike other ad types, lead ads include a contact form that prospects can fill out without ever leaving the app.

Need more convincing? Here at Fronetics Real Estate, we find Facebook Lead Ads one of the most effective for lead generation. The streamlined process and ease of signing up make it more likely prospects will convert to leads. Besides, you save time and money because you don’t have to create extra landing pages to capture their contact information.

Lead generation made easy

These days, people expect that everything from shopping to job searching can be done on their handheld devices. Paid social ads make that true for people wanting to learn more about potential properties.

Here’s how it works: When prospects click on a lead ad their contact information automatically populates the form based on information from their profile. They don’t have to leave Facebook (or other apps) to visit the property’s website or take time to fill out their contact information. Lead ads make submitting information as easy as two taps on a phone: one to open the ad and one to submit the information.

“Companies that invest in social media ads are more than twice as likely to say social media marketing is ‘very effective’ for their business.” 2019 State of Social Report

Creating and modifying your ads

As buyers continue to turn to their handheld devices for quick, easy information, paid social ads will give your property the opportunity to capture new leads with the click of a button. But just like any form of lead generation, you need to monitor and tweak your paid ads for optimal results.

Using tools like Facebook’s Ads Manager reporting interface, you can obtain reports about cost, impressions, and clicks. As with all marketing tools, consistent refinement is the key to success, particularly in real estate marketing. Lead ads can easily be fine-tuned to cultivate a larger target audience.

By investing in paid social advertising, you can boost the reach of your posts, display ads, and videos. Pair quality content with a comprehensive digital advertising strategy, and you will be positioned to drive more traffic, create more brand visibility, and sell or lease more properties.

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