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Using Predictive Facebook Ads to Target Potential Clients

March 15 2016

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Research from the National Association of REALTORS® Profile of Home Buyers and SellersProfile of Home Buyers and Sellers has shown that buyers consistently cite honesty, communication skills, and knowledge of the real estate market as being very important skills and qualities for their chosen real estate agent. So how can you build trust and demonstrate your local knowledge to potential buyers and sellers, even before they are transaction-ready? 

What if you could predict when someone might be preparing to buy or sell a home, and you could target those specific consumers online? Facebook ads allow you to do exactly that. According to a studystudy from the Pew Research Center, as opposed to simply reading or viewing content, 65% of Facebook users frequently or sometimes share, post, and comment on Facebook, making it a great place to reach consumers where they are already engaged.

Facebook’s robust advertising platform allows you to target ads based on a number of demographics like location, age, sex, relationship status, and homeowner status. However, a newly added demographic feature also allows you to target ads based on “life events” such as people who have recently gotten engaged or married, started a new job, or moved.

If you aren’t already, it’s time to start using this information to target hot prospects! Let’s walk through how you can use specific life events to target potential buyers and sellers and build a network of “future leads” that you can cultivate and nurture until they’re ready to start the real estate process.

Below is an example of a Facebook ad that targets young men and women in your market who have recently gotten engaged or married. Using Facebook’s ad targeting, you can deliver this audience an ad that encourages them to sign up for local housing market updates so that when they are ready to buy (or sell), they have the latest information, and they will remember you when choosing a real estate agent.

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This is just one example of a “predictive” ad based on a life event that you can use to target potential clients. Click hereClick here to download ListHub’s free step-by-step guide which includes instructions on how to set up four additional predictive Facebook ads based on other relevant life events.

Creating these ads for your business can help you to get your name in front of the right consumers and keep you top-of-mind when they’re ready to start the real estate process. According to research from the National Association of REALTORS®, 67% of buyers and 70% of sellers worked with the first agent they connected with. If you’re using these ads on Facebook, you can create a meaningful connection with potential buyers and sellers.

Once you have set up Facebook ads to target new leads, you need tools to keep these leads engaged. Lead nurturing requires a system for continuing a conversation with a prospect from initial contact until the person is ready to become a client. With Market Snapshot, you can provide your new leads with timely and relevant data and easily build trust and position yourself as a local expert. Click hereClick here to learn more.