Facebook Marketing For Personal Trainers

In this guide, we review Facebook Marketing For Personal Trainers, Facebook Marketing For Photographer Magazine, Facebook Marketing For Photographers, Facebook Marketing For Real Estate, and Facebook Marketing For Realtor.

Facebook is a great marketing tool for personal trainers. It’s free to use, easy to set up, and lets you reach an audience that’s interested in your business. Facebook can be used to sell products directly, but it also has features that allow you to build relationships with clients outside of buying something from them. In this article we’ll cover how to use Facebook effectively as a personal trainer by creating an account, posting on your page and engaging with members of your community using Facebook live and more!

Facebook Marketing For Personal Trainers

Create a Page, not a profile

  • Create a Page, not a profile.
  • You can use your personal profile for personal use; however, this isn’t the best tool for business purposes. Profiles are limited in terms of the amount of information you can display, what you can do with it, and how many people will see it. For example: on Facebook pages you get to post more content than you would on profiles (it’s called “posts” instead of “status updates”).
  • If you only want to manage one page or handle all your business stuff from one place then go ahead and create another account entirely but otherwise I’d keep my personal info separate from my account because it is easier to manage multiple pages if they’re all on one account vs having several different accounts with different managers who might forget which ones belong together (or worse yet – have no idea that they’re even connected). This way all your posts will show up in one place so there is less confusion when figuring out which ones belong together!

Get to know the Insights tab

The Insights tab is your personal trainer’s best friend. It will tell you how many people are visiting your page, what they like about it, and how many of them are clicking on your adverts.

You can also find out the age ranges of your followers, which posts they engage with most and the times at which they like to check in.

This information can help you tailor-make posts for specific audiences or adjust any other marketing strategies accordingly.

Create different tabs on your Page

You should create different tabs for your page. This will help you organize all of the information that you have about your practice and make it easy for people to find what they need when they want it. Here are some ideas:

  • Your Services – List all of the services that you offer and link to them from this tab.
  • Your Blog – Link to any blog posts that are relevant to your business and give people a place to learn more about personal training or similar topics.
  • Events – If you run any events, list them here with links so people can see what’s coming up soon or sign up for one if it’s getting close!
  • Bio & Testimonials – The bio section is perfect for posting information about yourself as well as testimonials from clients who’ve had great experiences working with you! You could also use this space for contact information like email addresses, phone numbers and contact forms where interested parties can reach out directly without having to navigate through social media profiles first (just make sure everything is private).

Engage with members of your community with Facebook Live

Engaging with members of your community is a great way to build trust, strengthen relationships, and create followers. One of the best ways to do this is through Facebook Live, which allows users to stream live content directly from their Facebook page. You can think of Facebook Live as a virtual town hall where you can connect with your community in real time. For example:

If someone has a question about one of your classes or programs, answer it during the broadcast so other viewers can learn from the exchange as well! And if you need help answering questions (or just want someone else in your office with you), use Facebook Live’s integrated camera feature to include another trainer or employee in the conversation so they can assist while also getting exposure for themselves and their business on social media.

Facebook Live makes it easy for trainers like yourself who have small businesses or work independently without an assistant around all day long because now there’s no need for someone sitting at an office desk waiting around until someone calls over so they can chat about their concerns—all these things happen at once instead!

Run an ad campaign

Advertisements are a great way to reach new people who have not engaged with your Page before. You can target ads based on age, gender, location and interests. Facebook also gives you the option to target people who have already liked your Page so that you don’t waste money targeting someone who has already liked your business.

Facebook will recommend an audience for you to target based on past customer behaviors or events that are happening around the time of the ad campaign launch. These recommendations will appear in a list below “Create Ad.” To add one of these audiences as an audience for your ad:

  • Select “Create New Custom Audience” from the dropdown menu next to “Advertise On”
  • Enter a name for this custom audience (e.g., “Runners”) and select “Custom Audience” from the dropdown menu
  • Click “Add Members” on each page where you want this particular custom audience added**END OF SECTION

Facebook Marketing For Photographer Magazine

In today’s internet, Facebook has become a force to be reckoned with. For many people, Facebook is their internet. It is where they get their news, catch up with their friends, go for entertainment and follow their favorite brands. To say every business should have a presence on Facebook is an understatement. Being active on Facebook is one of the best ways to promote your business via social media.

Although it was founded in 2004 as a way for college students to connect with one another, Facebook has grown to be the largest social networking site in the world. Boasting over two billion monthly active users, most users spend close to an hour every day interacting on a Facebook owned property. That hour is precious time that your business could use to win new customers.

Even if Facebook doesn’t end up being your main hub of social media activity, there are several reasons why using it can be beneficial for your business:

Who Is on Facebook?

With over two billion monthly active users, your ideal client is very likely on Facebook. In fact, according to the PEW Research Center, over half of Americans in almost every age range, except people over 65, report that they are on Facebook.

According to Statista, as of 2018, the largest demographic of users on Facebook is located in the United States, followed by India and then Brazil. Within the United States, about a quarter of users fall into the 25-34 age group. This is good news for any business owner who is looking to target that age range.

Of course, there are demographics that are more difficult to reach on Facebook. For example, I teach photography for a non-profit that serves middle school and high school students. In our marketing funnel, it has usually been the teen demographic that we have made our first touch points with, and Facebook used to be a great platform to do so. However, with every passing year, fewer teenagers have Facebook profiles. So we’ve needed to pivot and rethink our strategy and touch points.

Does that mean we should abandon Facebook? Absolutely not! Because we know it’s ultimately the parents who are making the purchasing decision. With nearly 33 percent of Facebook users in the 35-54 age range, we know that we can still engage with this important demographic.

Similarly for your business, you will probably find that your target demographic uses Facebook as well.

Using Facebook Pages for Marketing

The basis for all marketing on Facebook is a Facebook Business Page. Pages have been around almost as long as the network itself and have become an important way for business owners to communicate directly with their ideal audience. They differ from a Personal Profile in a number of ways, but the most important perks are the insights and tools that Facebook gives you on a Business Page. You’ll be able to see data on the demographics of users who like your Page, which posts are most effective, some insights into your competitors, and more!

There are a number of business owners I’ve met who use a Personal Profile for their business. Many years ago, this used to be the norm, but now using a Personal Profile strictly for business actually goes against Facebook’s terms. If you create a personal profile for your business instead of a Page, Facebook can shut down your profile.

Setting Up and Optimizing Your Page

Having an optimized Facebook Profile is fundamental to the success of your marketing efforts on Facebook. We will walk you through starting a Page from scratch, but if you already have one follow along to find opportunities to optimize your Page!

If you have yet to set up a Business Page for your company, navigate to the dropdown menu in the top bar on Facebook and click Create Page.

You’ll be asked what kind of Page to set up, and you’ll likely want to choose Business or Brand.

Now name your Page and choose your category, both of which will help people find you in Facebook search results.

Once you’ve done this, you will be prompted to add a profile photo, a cover photo, a short description of your business, and a username to help people find your business.

Your Profile and Cover Photos

When you upload a profile photo, choose something that reflects your brand. If you are the face of your brand, then a use a professional headshot. If you use your company logo, make sure that it is legible when seen in the Newsfeed. Ideally, a Facebook profile photo size is 360 x 360 pixels. But, at minimum, they must be 180 x 180 pixels. Don’t worry if you don’t already have an image in a square format, you will be prompted to crop when you upload.

Your cover is also an opportunity to show off your business and products either in a photo or video. The optimal size for a Facebook cover photo or video is 820 x 312 pixels. You will be given the option to drag to reposition your cover image if it doesn’t fit the dimensions.

When designing your cover, remember that it is a great way to let visitors know about current seasonal offerings and promotions you have, or simply to give them an idea of your overall offerings.

Here is an example from Moo.com. Notice how they showcase their products in a fun and colorful way.

Here is another example from Design Aglow where they are showcasing products made with their templates:

For my example Page, I used a template from Canva to showcase examples of my own photography:

You may choose to use example images from your business as your profile and cover photos. Whatever you decide, make sure that new visitors understand what your business is about immediately.

Once you have uploaded your cover image, you can click on it to edit the description to include a sentence or two of text and a link. This way, if you are promoting something specific in your cover, visitors can seamlessly jump to the linked page.

Creating a Page Description

When you’re in the process of setting up a new Page, Facebook will prompt you to create a short description of your business. You will have 155 characters to write a few sentences about who you are, who you serve and the benefits to your client.

Your About Section

In order to access and edit all the information for your Business Page, navigate to the About section. This is accessible on the left-hand side of your Page under your profile photo.

The About section for your Page details everything about your business, and has vital information like your phone number, website, email, mission, and more. Listing this information helps you be found in both Facebook and Google searches. For local businesses, such as brick and mortar studios, having information about where you are located is also helpful and important!

Facebook has also rolled out the Our Story section to help showcase the personal side of your business. This is extra real estate to share a photo and speak in your own voice to tell a more personal story:

Add a Facebook Call to Action

While Facebook has a lot of great features to help you interact with potential clients, oftentimes the customer journey does not stop there and you will want to drive users to your website or have them get in touch with you. In order to give business owners an easy way to drive website traffic or messages, Facebook rolled out the Call to Action Button, which can be found under your cover:

This button allows users to book with you (using certain app integrations), message you, visit your website and more!

Use the call to action (CTA) that best fits the customer journey most of your clients go on. For example, if you know that most of your bookings come from your lead magnet and newsletter drip, then you can direct Facebook users to sign up under the Contact you section.

Using a CTA in your Facebook cover to entice users to sign up for your lead magnet is a great way to optimize your Page! Below is an example that Social Media Examiner shared from Musicacademy. Their cover image details the lead magnet they are offering and the Learn More button under the cover takes users to the page where they can sign up for the 40 free lessons.

Additionally, their image description also provides a link to the lead magnet:

So make sure to use your call to action strategically to help move prospects closer to booking with you!

Building Your Facebook Fan Base

Many marketers will tell you that the amount of “likes” you have on Facebook, or any social media platform, is a vanity metric. However, the larger your fan base on Facebook, the more people you have the potential to reach with your posts. Although Facebook has throttled the delivery of organic posts over the years, some business owners are still able to maintain engagement with their fans by being strategic about what they post (we will talk about this later).

The most important thing to do when you’re building your fan base on Facebook is to avoid the temptation to buy likes. While it might make that vanity metric look nice, most companies that sell likes are selling fake accounts. This means that while it may look like your fan base is growing, these people will never engage.

Having an engaged audience on Facebook is the most important “hack” anyone can give you for how to succeed on the platform. Again, we will go into this more in depth later, but for now know that it is better to have only a few hundred Page fans that engage regularly than it is to have thousands of fans that never engage.

So how do you find fans who are interested in what you post and willing to engage? There’s no secret sauce to building your fan base. The best ways to build your community is to optimize your Page, invite some initial friends or colleagues that you know would be interested in your Page, and then be consistently active and engaging on the platform.

So, fill out your About section as much as possible, and this will help Facebook understand your business better. When Facebook understands your business, it is able to suggest your Page to users who like similar businesses. For example, when I click “like” on the X-Rite Color Facebook Page, Facebook suggests Related Pages for me to check out based on my interest and the information Facebook has on X-Rite Color:

Invite friends to like your Page. Just make sure not to be spammy if and when you do:

You can also promote your Facebook Page on your website by using the Facebook Page Plugin and embedding a link and mini feed into your site. This way, your website visitors can keep up with you on social media.

Now let’s talk about what to post and how to be engaging.

What to Post on Facebook

Everything that you post on your Page has the potential to show up in your followers’ news feeds. However, as the news feed has gotten more crowded, competition has become stiffer. Facebook has given more preference to posts that are seen as relevant based on initial follower response. That means that posting helpful information for your fans, and posting when they are online, is key.

In our last post, we went deep into creating a social media strategy and content calendar based on your ideal client. In the past, the Facebook Algorithm has favored video, and in 2018 Facebook shifted towards showing more content from a user’s friends and family. While this may have meant that the power of the Business Page has the potential to shrink, by focusing on creating content that people care about and engage with, you can work on creating staying power in the news feed.

According to Facebook, the platform is looking to highlight content that creates meaningful interaction:

“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

Some ideas to stay visible and relevant in the news feed:

When to Post to Facebook

Conventional wisdom has held that people are on Facebook the most during work hours. A 2018 study by Sprout Social of the best times to post on Facebook back this data up, showing consistent engagement between 9am and 5pm Monday through Friday, with higher spots of engagement between 10am and 2pm on weekdays.

Your audience might be more specific, and you may want to determine a custom schedule for your posting. In a future post we will discuss how to dive into your social media analytics, but you can explore the data in your Facebook Insights, which are accessible at the top of your Page:

We can see that on my Page, my fans are on Facebook pretty consistently from 9am to 9pm:

Until you build up enough of a fan base to get some meaningful data, post regularly and keep an eye on the times that your fan base seems the most active. Before work, after work and when people are on their lunch breaks are always good bets! Think about the kinds of content that you can post that will educate, inspire or create a connection with your fan base. Posting promotional content occasionally is fine, but too much will simply seem like spam and is the fastest way to get people to unfollow you.

Facebook Post Types

Now that we know the overall content mix we want to share and when, let’s dive into some of the top types of Posts Facebook makes available to us.

Facebook Images

One of the most important and most highly used is an Image post. According to Buzzsumo, Facebook posts with images see more than twice the engagement than those without. Remember, it’s a crowded news feed out there and there is a lot of vying for your audience’s attention. So having eye-catching visuals is one of the best ways to stand out.

The recommended image size for the Facebook News Feed is 1200px by 630px. No matter the size, make sure to keep a 1.9:1 ratio.

Facebook Marketing For Photographers

A great way to boost any business is through social media marketing. For photographers, this is a profitable marketing tool that attracts potential clients.

But, many talented photographers struggle with the marketing aspect of their photography business. They may have questions like:

There is a variety of social media platforms that photographers can benefit from. These include:

However, some photographers do not have a good social media strategy.

They may be posting social media content about themselves or their photography business. But, their posts are either not client-centric or are irrelevant to their followers.

Social media is a tool that requires a clear strategy to not confuse prospective clients. This is important because a confused client always says no.

So, how can photographers use social media channels to get potential clients to say yes to their business? A secret formula does not exist.

But, there are tips photographers can use. These will increase the success of their marketing efforts on social media platforms.

Why Use Social Media To Market Your Photography Business

When it comes to business marketing, social media is a force to be reckoned with. But, why is social media marketing so important for photographers?

Social media is essential to the marketing strategy of a photography business.

This article contains social media marketing tips for all kinds of photographers. Let’s dive in!

Determine The Target Customer

The objectives of marketing a photography business on a social media platform include:

Before embarking on this process, a photographer needs to identify the target audience. This is important as it helps one find their voice, so give careful thought to this.

Start by identifying your photography niche. What is your portfolio like?

Are you a wedding photographer? Do you photograph families and children?

Different photographers have different audiences.

You can perform social media competitor analysis across other photographers in your niche to find what kind of content resonates with their audiences.

Having identified the audience, be specific to that market. For example, if mentoring photographers, the target audience will be other photographers.

Set Goals For Your Photography Business

Set primary and secondary goals when using social media to market a photography business. A secondary goal is a plan of action that helps the photographer to achieve the main goal.

For instance, the main goal may be to increase business by reaching 500 wedding planners in a city. A secondary goal would be to run targeted Facebook ads for prospective clients.

For many photographers, their main goal includes promoting and expanding their photography brand.

What is the primary goal of your photography business when using social media? If nothing comes to mind ask the following questions:

In outlining your photography business plan use the primary goal as the header. Then plan other goals to achieve this.

Choose A Marketing Strategy: Niche Appeal Vs Diversification

Before posting photos and other social media content, decide on a marketing strategy. There are two strategies to choose from.

Niche Appeal Marketing Strategy

This option is for photographers who specialize in one type of photography. It includes establishing a brand that attracts a certain demographic.

To do this, customize your social media photography profile to reflect elements of your photography business such as:

Niche photography will attract clients, but they may be few on social media.

Diversification Strategy

This option helps a photographer attract a large number of followers on social media. It involves setting up a multiform photography account.

Then post photos from a variety of niches and styles such as:

To keep content fresh and interesting, try assigning different days to different subjects.

Carefully Select Social Media Platforms

Each social media platform has a different marketing characteristic. Facebook, Instagram, and Twitter may all use image content but each has its unique focus.

Facebook

This platform focuses on users sharing content and talking to each other. Users can create free Facebook groups and connect over long distances.

Followers can post photos on the platform. But the real focus is on conversation rather than images.

Twitter

This platform is for showing followers snippets of day-to-day life. This can be done using text and image content.

LinkedIn

This is a great platform for photography businesses that do white-collar candids and corporate events.

YouTube

This platform focuses on video content. Obviously.

Pinterest

This platform focuses on images. It is best for promoting photography blogs and websites rather than a photography business.

To engage followers, adapt the content strategy according to the functions of each platform. Ask fellow photographers what social media platforms they’ve had the most success with.

Use social media statistics to understand the dynamics of social platforms. They can reveal which are best for photographers.

Socialize With And Engage Your Followers

Social media exists to connect people. So, post enough content to prevent followers from forgetting about your photography service.

Keep your feed updated with new work, but give each post enough time to reach followers.

It’s social media so remember to be sociable. Find and follow other photography social media profiles with a similar audience.

Like their posts and drop a comment. You’ll likely get a few followers in return.

The key to better engagement is frequent interaction with followers. It’s also important to post relevant content.

So, be sure to create and post engaging content that followers will like. Here are a few ideas for a photography profile content:

Share Stories

Stories and anecdotes foster engagement. If a photo has a behind-the-scenes story, tell it.

Tell it in a meaningful way so that clients can see you’re a normal person. This may increase the likelihood of them hiring you.

This works because it lets people into the photographer’s world. It encourages and fosters trust.

People tend to hire those they trust. So, be sure to tell a story that inspires or touches followers’ emotions in some way.

Social media, after all, is a place for sharing. It turns strangers into friends.

People who share their stories end up creating more friendships. People tend to be more comfortable with them.

Every interaction, every post, should make people feel like they know you. Treat every post like a puzzle piece to build your brand.

Even if it’s not obvious, the stories and content will affect the audience.

Use Trending Photography Hashtag Phrases

Hashtags help users find posts that have similar themes. Use hashtags that are trending on social media platforms like:

For photographers, hashtags work by grouping similar photos together.

For example, if someone uses a hashtag to search for a photographer in a specific area all photos tagged to that area would show. A hashtag like this could look like #newyorkphotographer.

Potential clients do search for photographers this way. So be sure to use hashtag phrases without photography jargon.

Use hashtag phrases that are trending in the industry.

Like hashtags, geotagging the location of image posts categorizes the content. This makes it easy to find.

Evaluate a location by viewing other photography profiles that have geotagged that location. Look at the type of photos they’re posting and the hashtags they use.

Create a blueprint of which hashtags to use when posting your photos.

Be Consistent, Stay True To The Brand

To successfully market on social media, first create a solid, recognizable brand. Start by identifying what style of images you shoot.

Then determine whether the brand is more professional than fun, or vice versa.

This helps a photographer to create a social media personality. So make a note of your response to these points and use them as a guide when making social media posts.

Photographers soon discover there is a pattern to what works and what doesn’t. Keep these insights in mind to prevent the strategy from losing momentum.

There is no limit to the audience one can gain from social platforms. So approach the use of social media with tact.

Facebook Marketing For Real Estate

Real estate agents are keenly aware that in order to be successful, their skill-set can’t be limited to selling a property. In fact the ability to generate leads through captivating marketing campaigns is likely even more critical to achieving success in the competitive real estate industry. How can you sell a house if you have no one to sell it to?

Back in the day, real estate agents relied on networking around town, posting information on the supermarket bulletin board, and perhaps even going door-to-door to share a friendly smile and hand out a flashy flyer. Nowadays this strategy doesn’t quite cut it. Half the people at the grocery store are glued to their phones, and the other half is lounging by their fireplace waiting for their Instacart delivery to arrive.

So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! According to a recent study by Mediakix, the average person spends 35 minutes per day on Facebook giving you, the realtor, ample opportunity to get in front of the right people with your killer Facebook ads.

Facebook is also inherently visual (just like real estate), and provides extremely granular targeting options that allow to reach the exact market you want, from first-time, just-married home buyers to wealthy coastal retirees.

We know Facebook advertising is the answer, but what is the strategy behind it? How can you maximize your budget to ensure you’re not wasting valuable marketing spend on failed campaigns?

Here are seven super-effective tips to ensure you capture that ready-to-purchase audience on Facebook.

#1: Layer on Location, Demographic, Interests, and Behavioral Targeting Options

Aside from Facebook’s popularity, what makes it the perfect platform to advertise on is the truly detailed level of targeting you are able to achieve. After configuring the goal of your campaign you can use the various targeting options to layer on precise options, and ensure you’re showing your ads to the right audience.

Here are a few ideas for targeting options that may appeal to your buyer pool.

Location Targeting: Target by Zip Code

The first thing you will want to do is set some location targeting based on the region where you’re selling properties. It is important to be cautious here because you don’t want to get overly precise and target within a one-mile radius, since people may be moving from other locations. I’d advise targeting the zip codes that typically move to where you’re selling based on past selling history.

Age Targeting: Target the Age Ranges Most Likely to Buy

This one is pretty self-explanatory, but it’s critical not to breeze over since there is no use in showing your ads to an 18-year-old who likely does not have the budget to purchase the $2 million mansion on the water you’re attempting to sell.

Demographic Targeting: Target by Income

By navigating to Detailed Targeting > Demographics > Financial > Incomeyou can target your audience based on how much they’re making. Pretty neat, right? This is super valuable to real estate agents since this often determines the types of properties that people are able to buy.

Demographic Targeting: Target by Home Ownership Status

Detailed Targeting > Demographics > Home > Home Ownership will lead to three options: first-time homebuyer, homeowners, and renters. Depending on the types of properties you’re selling this will be extremely helpful in finding the right individuals. For instance, if you’re selling affordable condos in a hip urban area then you should likely target the “first time homebuyer.”

Custom Audiences: Lookalike Audiences

If you’re good at your job (which I’m sure you are) you likely have a list of people who recently purchased. With Custom Audiences you can upload that list to Facebook, and then have Facebook do some magic to find similar individuals (AKA lookalike audiences) who are likely ready to invest in your beautiful properties.

Behavioral Targeting: Target those “Likely to Move”

This is probably one of the coolest options, the fact that Facebook allows you to target people who are likely to move! By navigating to Detailed Targeting > Behaviors > Residential profilesyou’ll find the option for individuals who are “Likely to Move.”

I have no idea how Facebook makes these assumptions, but if the option is there, why not use it?

As a summary here are some targeting ideas to ensure you’re spending your money where it counts:

#2: Bring Your Properties to Life with Video

Video marketing is definitely an underutilized technique in the real estate game! While some have begun to catch on, many still view video as an intimidating and challenging medium.

However, it doesn’t need to be! And the return is worth the effort spent. According to an Australian Real Estate Group, listings with a video received 403% more inquiries than those without!

This makes sense, right? Some of you have likely found this out the hard way, but pictures can be incredibly deceiving! And this isn’t just true for online dating, but for real estate as well.

While video is still not the same as being there, it gives the viewer a more realistic look into the property. Mr. Sell Team does an impeccable job at marketing properties with video. Not only do they make impressive videos of their listings, but they also include a friendly face to provide context and build trust.

If you want to take things a step further, try creating a 360 video, which allows the potential buyer to move around with their mouse as if they were touring the apartment and exploring on their own in person. It’s incredible! Check out this guide from Wistia on how to make a 360 real estate video.

Lastly, when uploading your video into Facebook Ad Manager, make sure you’re following their recommended video specs as shown below.

#3: Use Carousel Ads to Show Multiple Properties (or multiple rooms in one property)

If you are unfamiliar with Facebook’s Carousel ad format, get familiar! This ad format is perfect for any industry that has visual appeal, making real estate the perfect candidate. The carousel ad format essentially allows the advertisers to display a series of images in a catalog type format so viewers can scroll through and view multiple images or listings.

Check out the example from the UK company Draft.ie below. They use this ad format to display multiple listings to their audience just in case one of these places captures a buyer’s eye. This is like catching several birds with one stone because this single ad has multiple pathways to convert.

I also love that Draft.ie listed the price, location, and number of bedrooms in each posting, which brings me to my next tip…

#4: Be Transparent in Your Ad Copy

Perhaps one of the most challenging aspects of being in the real estate business is building trust. When someone is making not only a huge financial decision, but also a personal one that is going to impact their day to day, they want to ensure they’re working with a trusted party.

Trust can be incredibly hard to establish when there are so many real-estate horror stories out there, but one way to do this is by being as transparent as possible to ensure your lead never feels like they’re being deceived.

When crafting your Facebook ads for real estate, show realistic imagery, and be direct in your ad copy. Tell the consumer exactly what it is they are getting before they even have to click by including information like price, square footage, location, number of bedrooms, etc. in your Facebook ad.

Boston Proper Real Estate does a wonderful job at this by giving a very detailed description with all of their properties. Take the example below where they inform their audience of the rental price, dates, location, as well as what’s included with their listing (heat, water, etc.).

#5: Plan Ahead to Up Your Ad Spend During Peak Times

If you are in the real estate game, you know well that there are peak months when people come out of hibernation with cash in their pockets ready to buy. During peak season it’s easy to put off marketing because you’re busy with other potential buyers. However, this is a big mistake – as you have a much better chance of selling if you get your listings out to the right people on Facebook during this busy time.

To do so, it’s critical to plan ahead and to put a little more cash behind your ads to reach a larger audience before your competitors sweep them up.

So when is the best time to sell properties? According to Zillow it’s based on weather patterns! “In markets with warm climates like Miami, the magic window starts in March. But in places with harsh winters like Boston, waiting until mid to late April is your best bet,” says Zillow.

Zillow also reported that homes sold from mid-March to mid-April sell around 15% faster and for 2% more than the average listings. “That’s a national premium worth more than $4,000. And in hot markets like San Francisco, that could mean an extra $22,000 in your pocket!” says Zillow.

#6: Use Testimonials and Reviews to Instill Trust in Your Services

I already spoke a bit about the importance of gaining trust, but in addition to being transparent there is another way to gain trust through your advertisements. This comes in the form of letting your happy customers do the talking.

While it’s quite easy to brag about how great you are, it’s only earnest when it comes through a non-biased party’s mouth. This is where customer testimonials and reviews come into play.

The image below is of Salt Lake City realtor Dustin Brohm’s Facebook page, where you can see he’s received nothing but five-star reviews. If you go through and actually read what some of his former clients say about him, your wall of distrust instantly breaks down.

Taking this a step further, why not incorporate some of these glowing reviews into your ad copy? When you’re exposing new people to your brand, it’s the perfect time to show off how much others love working with you.

Facebook Marketing For Realtor

Real estate agents are keenly aware that in order to be successful, their skill-set can’t be limited to selling a property. In fact the ability to generate leads through captivating marketing campaigns is likely even more critical to achieving success in the competitive real estate industry. How can you sell a house if you have no one to sell it to?

Back in the day, real estate agents relied on networking around town, posting information on the supermarket bulletin board, and perhaps even going door-to-door to share a friendly smile and hand out a flashy flyer. Nowadays this strategy doesn’t quite cut it. Half the people at the grocery store are glued to their phones, and the other half is lounging by their fireplace waiting for their Instacart delivery to arrive.

So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! According to a recent study by Mediakix, the average person spends 35 minutes per day on Facebook giving you, the realtor, ample opportunity to get in front of the right people with your killer Facebook ads.

Facebook is also inherently visual (just like real estate), and provides extremely granular targeting options that allow to reach the exact market you want, from first-time, just-married home buyers to wealthy coastal retirees.

We know Facebook advertising is the answer, but what is the strategy behind it? How can you maximize your budget to ensure you’re not wasting valuable marketing spend on failed campaigns?

Here are seven super-effective tips to ensure you capture that ready-to-purchase audience on Facebook.

#1: Layer on Location, Demographic, Interests, and Behavioral Targeting Options

Aside from Facebook’s popularity, what makes it the perfect platform to advertise on is the truly detailed level of targeting you are able to achieve. After configuring the goal of your campaign you can use the various targeting options to layer on precise options, and ensure you’re showing your ads to the right audience.

Here are a few ideas for targeting options that may appeal to your buyer pool.

Location Targeting: Target by Zip Code

The first thing you will want to do is set some location targeting based on the region where you’re selling properties. It is important to be cautious here because you don’t want to get overly precise and target within a one-mile radius, since people may be moving from other locations. I’d advise targeting the zip codes that typically move to where you’re selling based on past selling history.

Age Targeting: Target the Age Ranges Most Likely to Buy

This one is pretty self-explanatory, but it’s critical not to breeze over since there is no use in showing your ads to an 18-year-old who likely does not have the budget to purchase the $2 million mansion on the water you’re attempting to sell.

Demographic Targeting: Target by Income

By navigating to Detailed Targeting > Demographics > Financial > Incomeyou can target your audience based on how much they’re making. Pretty neat, right? This is super valuable to real estate agents since this often determines the types of properties that people are able to buy.

Demographic Targeting: Target by Home Ownership Status

Detailed Targeting > Demographics > Home > Home Ownership will lead to three options: first-time homebuyer, homeowners, and renters. Depending on the types of properties you’re selling this will be extremely helpful in finding the right individuals. For instance, if you’re selling affordable condos in a hip urban area then you should likely target the “first time homebuyer.”

Custom Audiences: Lookalike Audiences

If you’re good at your job (which I’m sure you are) you likely have a list of people who recently purchased. With Custom Audiences you can upload that list to Facebook, and then have Facebook do some magic to find similar individuals (AKA lookalike audiences) who are likely ready to invest in your beautiful properties.

Behavioral Targeting: Target those “Likely to Move”

This is probably one of the coolest options, the fact that Facebook allows you to target people who are likely to move! By navigating to Detailed Targeting > Behaviors > Residential profilesyou’ll find the option for individuals who are “Likely to Move.”

I have no idea how Facebook makes these assumptions, but if the option is there, why not use it?

As a summary here are some targeting ideas to ensure you’re spending your money where it counts:

#2: Bring Your Properties to Life with Video

Video marketing is definitely an underutilized technique in the real estate game! While some have begun to catch on, many still view video as an intimidating and challenging medium.

However, it doesn’t need to be! And the return is worth the effort spent. According to an Australian Real Estate Group, listings with a video received 403% more inquiries than those without!

This makes sense, right? Some of you have likely found this out the hard way, but pictures can be incredibly deceiving! And this isn’t just true for online dating, but for real estate as well.

While video is still not the same as being there, it gives the viewer a more realistic look into the property. Mr. Sell Team does an impeccable job at marketing properties with video. Not only do they make impressive videos of their listings, but they also include a friendly face to provide context and build trust.

If you want to take things a step further, try creating a 360 video, which allows the potential buyer to move around with their mouse as if they were touring the apartment and exploring on their own in person. It’s incredible! Check out this guide from Wistia on how to make a 360 real estate video.

Lastly, when uploading your video into Facebook Ad Manager, make sure you’re following their recommended video specs as shown below.

#3: Use Carousel Ads to Show Multiple Properties (or multiple rooms in one property)

If you are unfamiliar with Facebook’s Carousel ad format, get familiar! This ad format is perfect for any industry that has visual appeal, making real estate the perfect candidate. The carousel ad format essentially allows the advertisers to display a series of images in a catalog type format so viewers can scroll through and view multiple images or listings.

Check out the example from the UK company Draft.ie below. They use this ad format to display multiple listings to their audience just in case one of these places captures a buyer’s eye. This is like catching several birds with one stone because this single ad has multiple pathways to convert.

I also love that Draft.ie listed the price, location, and number of bedrooms in each posting, which brings me to my next tip…

#4: Be Transparent in Your Ad Copy

Perhaps one of the most challenging aspects of being in the real estate business is building trust. When someone is making not only a huge financial decision, but also a personal one that is going to impact their day to day, they want to ensure they’re working with a trusted party.

Trust can be incredibly hard to establish when there are so many real-estate horror stories out there, but one way to do this is by being as transparent as possible to ensure your lead never feels like they’re being deceived.

When crafting your Facebook ads for real estate, show realistic imagery, and be direct in your ad copy. Tell the consumer exactly what it is they are getting before they even have to click by including information like price, square footage, location, number of bedrooms, etc. in your Facebook ad.

Boston Proper Real Estate does a wonderful job at this by giving a very detailed description with all of their properties. Take the example below where they inform their audience of the rental price, dates, location, as well as what’s included with their listing (heat, water, etc.).

#5: Plan Ahead to Up Your Ad Spend During Peak Times

If you are in the real estate game, you know well that there are peak months when people come out of hibernation with cash in their pockets ready to buy. During peak season it’s easy to put off marketing because you’re busy with other potential buyers. However, this is a big mistake – as you have a much better chance of selling if you get your listings out to the right people on Facebook during this busy time.

To do so, it’s critical to plan ahead and to put a little more cash behind your ads to reach a larger audience before your competitors sweep them up.

So when is the best time to sell properties? According to Zillow it’s based on weather patterns! “In markets with warm climates like Miami, the magic window starts in March. But in places with harsh winters like Boston, waiting until mid to late April is your best bet,” says Zillow.

Zillow also reported that homes sold from mid-March to mid-April sell around 15% faster and for 2% more than the average listings. “That’s a national premium worth more than $4,000. And in hot markets like San Francisco, that could mean an extra $22,000 in your pocket!” says Zillow.

#6: Use Testimonials and Reviews to Instill Trust in Your Services

I already spoke a bit about the importance of gaining trust, but in addition to being transparent there is another way to gain trust through your advertisements. This comes in the form of letting your happy customers do the talking.

While it’s quite easy to brag about how great you are, it’s only earnest when it comes through a non-biased party’s mouth. This is where customer testimonials and reviews come into play.

The image below is of Salt Lake City realtor Dustin Brohm’s Facebook page, where you can see he’s received nothing but five-star reviews. If you go through and actually read what some of his former clients say about him, your wall of distrust instantly breaks down.

Taking this a step further, why not incorporate some of these glowing reviews into your ad copy? When you’re exposing new people to your brand, it’s the perfect time to show off how much others love working with you.

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