Social media is one of the most efficient and successful advertising channels for the property industry. Recent research has shown that 81% of consumers reported using Facebook on a regular basis, as compared to the 43% who cited Twitter.
Depending on the campaign, you also get more impressions, clicks, and conversions on Facebook. Advertising is also extremely affordable, as you can spend less than a fancy latte per day on Facebook and still see amazing results. Another amazing feature is the ability to target your audience. You can choose options like location by city or postal/zip code —so critical in multifamily rentals— as well as age, gender, interests and so much more.
You can choose to boost the profile of an existing post, or create a brand new custom ad. Here’s everything you need to get up and running with Facebook Ads:
Boost an Existing Post
Many posts only reach a fraction of your fan base. If you’ve already showcased an available unit in a post, you can opt to boost it to ensure it reaches more people.
Boosting posts is an effective and inexpensive way to get more exposure for your content. It’s a simple and easy process – posts are boosted right from your Facebook Page – and you can boost a post for any amount you want. Simply go to the post you want to advertise and click on the “Boost Post” button in the bottom right-hand corner.
Then select “People you choose through targeting”, where you’ll be able to specify your audience’s locations, ages, genders or interests. Facebook makes it easy to set your maximum budget as well as the duration of the ad.
Tip: Be sure the post you want to promote has a high-quality photo, as well as a clear call to action.
Create a Custom Ad
Like a Boosted Post, ads help to promote your properties and send people to your property listings. It’s very similar to a Boosted Post, however, you are creating your ad from scratch.
Here are the specs you will need to get started for a simple photo-based ad:
- Recommended image size: 1,200 x 628 pixels
- Ad copy text: 90 characters
- Headline: 25 characters
- Link Description: 30 characters
Remember, you shouldn’t have too much text in your ad image. Use this tool to determine the proportion of text to image.
Tip: Once you’ve launched your ad, don’t forget to monitor and optimize it. Keep a sharp eye on your metrics like reach and click-through rates.
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