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How Will Facebook Marketplace Housing Affect Real Estate Marketers?
Facebook Marketplace has added a Housing section, which lists property for sale and property rentals.
If you’re a real estate marketer, Facebook’s newest foray into the social marketplace is likely to impact your strategy. In November, the ‘Book announced that it would begin allowing users to search for housing rentals and sales on its Marketplace platform.
For those who are unfamiliar, Marketplace is Facebook’s answer to Craigslist — a platform that lets users buy and sell items near them. The new housing section allows individuals —including brokers, agents, and property managers — to list their available properties. Additionally, the company has partnered with Zumper, Apartment List, and other third-party sources to add “hundreds of thousands” of rental listings.
Listers can add 360-degree photos so potential buyers and renters can take a virtual tour from the comfort of their couches. Those searching for properties can filter by location, price, number of bedrooms, square footage, etc.
Facebook’s Bowen Pan says, “Marketplace is a popular place for people to look for a home to rent. Now that we’re adding listings from Apartment List and Zumper, people can search even more options in the U.S. to find a place to call home.” The company aims to “bring ease and convenience to customers” with this addition.
How should you approach Facebook Marketplace?
As a real estate marketer, this presents another opportunity to get your property in front of potential buyers and renters. Here are some points you need to know to successfully list your property on Facebook Marketplace Housing.
User search criteria
Facebook is using its powerful search algorithm to let users narrow their rental search based on location, price, size, number of bedrooms, and even if an apartment is pet-friendly. This means making sure all your listings have accurate and specific details. The more specific you get, the more your target audience can find you.
Facebook is location specific
As with Craigslist, Facebook Marketplace lets users select and search within their area. More than likely, you’re already keeping track of demographic data for your target buyer or tenant base. Make sure that as you list your properties on the sites that Facebook pulls from, or on Marketplace itself, that you’re keeping in mind that target demographic, and including location markers that will help your property show up in their searches.
Facebook’s goal is to be a one-stop shop
If you’re aware of this fact, it can help you. Facebook is positioning Marketplace to become a one-stop commerce platform for food, shopping, and even job hunts. How does this impact your marketing efforts? Know that when users come to Marketplace, they are primed to be interested in all aspects of their housing prospects — from dining to neighborhood attractions to community events.
This is where your content marketing strategy comes into play. By providing content about various types of information about the area surrounding your listing (top restaurants, employers in the area, what to do on a weekend, etc.), you’re poised to capture the lasting attention of your potential buyers or tenants.
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- What Metrics Should You Track in Real Estate Marketing?
- Top 10 Real Estate Marketing Posts 2017
- 4 Tools for Determining the Best Time to Post on Social Media for Your Property
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PPC 101: The Basics of Pay-Per-Click Advertising
Discover the power of PPC marketing and how it can be used to get in front of more people without spending a fortune on leads.
Highlights:
- PPC means that you’re not going to spend a fortune to get your luxury property in front of potential renters and buyers.
- PPC allows you to customize the cost of what you spend per click based on the size of the ad, the prominence on the site, and how popular the website is.
- You’ll spend less per lead using PPC marketing, which is why it is one of the more popular paid marketing plans available.
PPC marketing has been around for a while. Whether you know a little or a lot, we’re here to tell you more. If you’ve thought about using PPC to market your business, we’re here to help.
Let’s start by learning what PPC is and get a basic understanding of how this form of advertising can work for you.
What is PPC?
PPC stands for pay-per-click. It means that you’re not going to spend a fortune to get your luxury development in front of potential renters and buyers. Instead, you’re only going to pay for the clicks that are actually made to your landing page.
When you’re trying to figure out what type of marketing you want to use, PPC works because it’s paid. It ensures that you reach people who you wouldn’t ordinarily see your brand. Particularly when you’re tapping into a new niche, it can be beneficial to spend money because it will make it possible to get the leads that you need.
When it comes to gaining marketing leads, there are several forms of marketing that can be beneficial. This includes a great-looking website, social media, and paid advertising, which should include PPC.
How does PPC work?
PPC is so much more than paying to have your ad on a particular website. You don’t want to spend thousands of dollars to put your ad on a website only for it to sit there without traffic. PPC allows you to customize the cost of what you spend per click based on the size of the ad, the prominence on the site, and how popular the website is.
There are different types of PPC, such as search ads and display ads. This determines where your ad is going to go. A variety of ad networks will make it easy for you to find a home for your ads. Google Ads is one of the most popular ones that you can use. Bing and Microsoft have their own versions, too. With display ads, you’re able to choose the graphics as well as where the ad leads to, whether it’s a homepage or a specific landing page.
You only pay when someone clicks on the ad. If your ad is shown to 1,000 people and only 10 people click on it, the only expense is the cost of 10 clicks. This ensures that the overall marketing cost is lower. You’ll spend less per lead using PPC marketing, which is why it is one of the more popular paid marketing plans available.
Particularly within the luxury development industry, the cost per lead is going to be a little higher while still allowing you to get a great return on investment. Some keywords will cost more than others. Further, where the keywords are being placed can cost more.
A budget can be created to stay in control of what you spend. The cost is usually identified as per day or per month. Once you have reached your allotted budget for the timeframe, the ad network will turn your ads off so that no more money is spent.
Related posts:
- Paid Social Advertising: Why Your Property Should Invest in Lead Ads
- How Pay-Per-Click Helped This Property Get 54 Leads
- Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
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Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days
This case study shows how home sales grew by more than one-third in 3 months with content marketing.
93 percent of all online experiences begin with a search engine, and 75 percent of searchers don’t move past the first page of search results. With home buyers increasingly more likely to start their purchasing research online, content marketing is a strategic way for real estate marketers to get their properties in front of more potential buyers.
What’s more, home buyers are influenced by peers and their interactions with websites, mobile apps, and social networks. The opportunities created by these online interactions can be competitive advantages for real estate marketers who are prepared to take advantage of this new landscape.
Consider this case study of a leading real estate marketing firm who chose to use digital and content marketing to shake up their traditional marketing approach.
After just three months of beginning a digital and content marketing program, the firm recognized significant gains in web traffic, social media engagement, and brand exposure. The firm recognized that unlike print, online mediums created opportunities for their firm to present target audiences with dynamic content. Optimizing their content and strategizing about its distribution boosted sales 37% for this real estate marketing firm in just 90 days.
Download the case study to find out how they achieved their remarkable results.
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Using Content Marketing to Market and Sell Luxury Real Estate
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Listen Up, Real Estate Pros. What You Need to Know About Instagram Lead Generation
Instagram lead generation involves more than posting stunning photos of your listings. Here’s how you make your properties stand out.
With 500 million daily users and an average of 95 million posts, there’s no wonder many industries — including real estate — leverage Instagram for lead generation and business growth. According to Sprout Social Consumer Engagement Index, the real estate industry generates the second highest inbound engagement on Instagram.
But Instagram lead generation involves more than posting photos of your recent luxury properties. To connect with buyers, you need to show both organic and promotional content that matches the property that they aspire to own.
Here are three tips to effectively use Instagram as a lead generation tool.
Instagram lead generation: Attracting your dream audience
Set defined goals
Start off by setting defined goals as to why you are posting and advertising on Instagram. Whether engaging with people who want to purchase their first homes, seeking renters who are willing to sign a year-long lease, or just raising awareness about new projects in a highly competitive real estate market, ask yourself what you want your Instagram presence to accomplish? Once you have established your objectives, you can tailor your posts and sponsored content accordingly.
Post engaging content
Instagram lead generation means taking full advantage of the features at your disposal to reach and engage your audience, such as Stories, photos, videos, captions, and hashtags. You content should capture the essence of both your brand and property. It should be short, engaging, and direct. Include vital information such as price, location, square footage, number of bedrooms, and anything else of interest to your audience.
Use carousel ads for each property
Lastly, let your photos tell a story: happy customers, eye-catching details, neighborhood events — they all contribute to the vibe of your property. Try a carousel ad, for instance. Carousal ads display several images in a catalogue-like format. In addition, this format gives you multiple opportunities to pull in new leads through beautiful imagery. Get creative with different angles to engage users with the carousel format.
Instagram has become the most popular social media platform for a range of industries. Part of the reason is the effectiveness of Instagram lead generation.
Related posts:
- How to Use Instagram for Real Estate Marketing
- 5 Real Estate Instagram Accounts You Should be Following
- 5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand
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When Traditional Real Estate Marketing Methods Stop Working, Try Digital Marketing
A new digital marketing program helped one real estate marketing firm reinvent itself after traditional methods proved ineffective.
A prominent real estate marketing firm was experiencing an all-too-familiar predicament: They had a great product that, for some reason, was not selling. They had been following their traditional marketing regimen; however, something about the purchasing landscape seemed to have shifted, and in a way that rendered their methods ineffective.
Then, a new content marketing program changed everything in just a few months. For the better.
The firm’s business was real estate marketing, and their great product, a community of new homes in a highly desirable location.
Real estate, like so many other sectors, has experienced a major shift in buyer behavior in just the last two decades, with the majority of research being conducted online. The firm realized that a digital marketing strategy, unlike traditional print ads, could better reach a wider audience of potential homebuyers.
In less than 90 days after implementing the new content marketing program, sales increased by nearly 40%. Within the year, social reach grew by 325%, web traffic by 250%, and sales by 300%.
Download this case study to learn how the firm achieved such remarkable results.
Related posts:
- 5 Tips for Building a Successful Real Estate Social Media Marketing Program
- Using Content Marketing to Market and Sell Luxury Real Estate
- Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days
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