With an unprecedented 48.5 million active users on Facebook in the UK alone, estate agents have a vast audience and goldmine of opportunity at their fingertips. Recognising the immense potential of harnessing Facebook’s vast user base for estate agency marketing, Starberry, part of nurtur.group and a leading proptech supplier, sheds light on the transformative role of digital marketing in the estate agency sector.
Commenting on the significance of leveraging Facebook for estate agency marketing, Ben Sellers, Co-Founder of Starberry, remarked, “Facebook offers unparalleled precision in targeting, enabling estate agents to reach their desired audience with pinpoint accuracy. It’s not just about reaching a large audience; it’s about reaching the right audience. Understanding the sophisticated targeting resources available on social media is key to maximising online marketing potential.”
Strategic Facebook advertising tailored for estate agencies is essential in today’s digital landscape. Setting clear objectives, whether to increase website traffic, generate leads, or drive conversions, is paramount. According to Sellers, “Starting with boosted blog posts is an excellent entry point for those new to Facebook advertising, allowing estate agents to increase visibility and gauge initial engagement.”
Moreover, advanced audience targeting techniques empower estate agents to go beyond basic demographics and tap into behavioural and psychographic segmentation. Sellers advises, “Identify and engage with niche segments that match your offerings, such as luxury property seekers, prime London property investors or eco-conscious homeowners. Leveraging Facebook’s ‘lookalike audiences’ feature can significantly amplify your reach, connecting you with users similar to your current clientele.”
According to Sellers Facebook retargeting, empowered by the strategic placement of pixels on websites, holds immense power in today’s digital marketing landscape. “By placing a pixel on your website, businesses can harness the ability to re-engage with visitors who have shown interest but haven’t yet converted. This potent tool allows advertisers to tailor personalised ads to these specific audiences, reminding them of products or services they viewed and enticing them back to complete a purchase,” he adds.
“The benefits are multifaceted: increased conversion rates, heightened brand recall, and a more efficient use of advertising budgets by targeting those already familiar with the brand or product. Moreover, Facebook’s extensive user data and sophisticated algorithms further enhance retargeting effectiveness, ensuring that ads are shown to the most relevant audiences at the optimal times. In essence, Facebook retargeting with pixel placement is a cornerstone strategy for businesses looking to maximise their online advertising ROI and drive tangible results,” Sellers comments.
He notes that effective Facebook ad content goes beyond mere property listings; it tells a compelling story. Sellers emphasises the importance of high-quality visuals, engaging video tours, and interactive elements like 360-degree views to bring properties to life. “Your ad text should inform and evoke emotions, prompting potential clients to envision themselves in the new space,” he adds.
Digital marketing for estate agents is an ongoing process that requires continuous experimentation, analysis, and adaptation. According to Sellers, the crucial steps to success with Facebook lead generation is regularly reviewing ad performance, experimenting with different creatives, and staying updated with Facebook’s evolving ad policies. He notes that another key element is consistency in brand voice across all campaigns.
For personalised strategies and in-depth expertise in leveraging Facebook ads for the property sector, Starberry recommends consulting with digital marketing experts specialising in the property sector. Sellers concludes, “Our team is dedicated to providing bespoke solutions and insights to refine estate agent’s campaigns further, ensuring their brand stands out in the competitive property sector.”
For more information about expert-led Facebook advertising strategies, email Starberry.
