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How to use Facebook if you’re an agent

Using Facebook as part of a targeted marketing strategy can help extend your reach and find new clients, says Tara Dulake.

Tara Dulake

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If you are looking for a quick win such as promoting a local event or maybe a particular property then Facebook advertising can be the best way to reach your target audience. But how do you do it?

Here are some of my tips on how you can use its advertising platform to your advantage.

WHAT’S YOUR MAIN PRIORITY?

Facebook advertising allows you promote a page, app, event or even just a post to your target audiences. Consider what you want to get out of the advertising, as this will help you plan a successful advertising campaign that will deliver the best results.

Tara Dulake image

Tara Dulake

BIDDING OPTION

There are a number of ways in which you can set up your bids. You can bid for clicks, impressions, or your key objective, which might be to increase ‘likes’ or story ‘eyeballs’. To get started, set your bids to automatic, leaving Facebook to work out who and when your ad should be shown to the audience and schedule you have selected. If you are bidding for clicks or impressions, it allows you to customise your adverts even further.

BUDGET

It’s important to start any Facebook advertising campaign with a small daily budget. This will give you the chance to see what works for you. Start with something like £5-£20 per day, analyse what the engagement is like, and increase the budget when you know your ad is working well.

SELECTING YOUR AUDIENCE

Target the correct audience that is most likely to convert, engage or click through to your website and happily Facebook enables you to select your audiences by interest. Look carefully at all the options, try to be as detailed as possible so that the audience you are targeting is specific to the outcome you require.

LOCATION TARGETING

One of the great benefits of social media advertising, is that you can target audiences within a specific area. The location targeting within Facebook allows you to target people in specific postcodes, counties and within a distance mile radius of a point of interest. For example, as a local estate agent, you may want to focus on audiences within a 20-mile radius to capture anyone looking to move locally.

Top Tips For A Facebook Post

  1. Add lots of images. Facebook now allows the Carousel feature, allowing you to add up to five images and captions underneath your images. This is a great way to help your advert stand out from the rest.
  2. Using text within your image? There is a rule from Facebook which dictates  exactly how much copy you can have within an image. As a rule of thumb, they only allow 20 per cent of text within an image, otherwise your advert will not be approved.
  3. Your campaign can be amended at any point and you can change you budget. This is helpful to see if you haven’t got the engagement that you are after, or if you need to pause an ad because you have run out of appointment slots, or sold the property you are promoting.
  4. Keep it short and engaging. Be sure to include a clear call to action. Your add will appear within someone’s news feed, so you need to capture your audience quickly.
DON’T HAVE A FACEBOOK PAGE?

You don’t need to have a Facebook Page to create a Facebook ad. You can create an ad for a website by selecting the Clicks to Website objective or the Website Conversions objective. Facebook ads that are not connected with a Facebook page will appear exclusively in the right column, not in the News Feed. Therefore your ad will be smaller and only shown on desktops.

You can amend your campaign at any point – and change your budget – helpful if you don’t get the right engagement.

FACEBOOK RESULTS

Facebook advertising can get you excellent results due to the specific nature of the people you are targeting.

  • Increased awareness. Get seen and researched by more people and generate leads for your property listings.
  • Highly targeted audience. Filter your search by interest, lifestyle, demographic, status etc.
  • Usable data. Facebook analytics allow you to see the results of your ad and what you have got from your media spend. It also allows you to see what has worked and what you should try again.
  • Set specific instructions. You can send traffic directly to your website where they can find more information.
December 28, 2016

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