Let Facebook’s Dynamic Ads for Real Estate Boost Your Digital Marketing
August 23, 2017 |
Facebook recently rolled out a new tool crafted for real estate professionals. Dynamic Ads for Real Estate. It allows brokerages to upload and advertise for-sale listings. This promotes relevant properties to home buyers on Facebook and Instagram. All it takes is integration between the Facebook ad platform and your listing data.
How does it work?
Facebook gathers potential buyer preferences based on their activity on the brokerage website. Using that information, Facebook serves ads matching the home buyer’s search preferences. The listings appear in Facebook and Instagram feeds as carousel ads. This lets home buyers swipe or click through image cards with links to each separate listing.
How do I set it up?
Facebook simplifies the process of integrating your listing data with its platform. You can set up Dynamic Ads for Real Estate to improve and find success in your real estate marketing. Be warned: there is some basic coding ahead, but you can do it!
1. Set up your Home Listing Catalog
In the Facebook Business Manager, upload a Product Catalog; your listing database. Then provide your Feed URL, which is a link to your listing database. From here, you’ll be able to schedule routine uploads at your preferred frequency.
2. Build Your Audience
Here’s where you make Dynamic Ads for Real Estate work for you. Pixels and basic coding determine what ads are appropriate for a potential buyer.
Wait, What are Pixels?
Pixels are code on your website that track what pages your audience visits or what actions they take. By tracking your audience’s behaviors, you’re able to further engage with them. Learning your audience’s needs is an important part of making that sale! Facebook’s pixels track when anyone searches, views, or saves home listings. They also track when someone contacts an agent about a listing.
Facebook offers step-by-step help with connecting pixels to your brokerage’s website. From there, you can track activity on your own website. This activity information helps you build custom targeted audiences. “Targeted Audiences” provide potential customers with relevant ads on Facebook; matching them based on shared demographics. Potential buyers are more interested when they see ads that are more relevant to them.
3. Create and Deliver Ads
To build social ads, you will need a Facebook page representing the advertiser. This could be you or your real estate firm. You will also need an ad account with registered payment information. The Facebook Ad Manager is an all-in-one tool for any level of advertising experience you may have. This is where you’ll create, manage, and track your ad campaigns. Remember to set the Conversions goal of Product Sales Catalog.
4. Track, Analyze & Optimize
Evaluating the success of your campaigns might be the most important step! When promoting your real estate listings on Facebook, you’ll want to track what’s working. In the end, you want to convert leads and home purchases. Keep an eye on your dynamic ads and prepare to make changes as necessary. Ask questions like, is one image “performing” better than another? Or maybe a change in wording would improve your lead conversion.
Once implemented, Facebook’s Dynamic Ads for Real Estate becomes an essential tool for your real estate marketing. Allowing you to leverage intent and automatically promote listings to a relevant audience.