So let me explain it.
Facebook serves up ads to your newsfeed depending on what it knows about you from your Facebook account and how you browse and search the internet.
If you’re searching for a new home online, Facebook probably knows about it and has a good idea of what you’re looking for, where and how much you want to pay.
So we work with data companies who can help us place relevant property listings into the news feeds of people who are actively searching for a new home or investment property. Or we can use our own database to target relevant buyers through Facebook.
Relevance is the key word here. The data analytics are quite accurate so we can suggest properties that are within a 3 to 5 kilometre radius of you.
We can narrow down the price bracket and type of buyer be it first home or investor.
A limitation of online real estate search engines is that you need to type in a specific suburb and anything outside that doesn’t show up. But with Facebook we can suggest properties that aren’t limited by a specific suburb name.
The most exciting part is that it’s way cheaper.
We’ve run some Facebook campaigns for $200 to $300 that generated more than double the page views for our property listings than realestate.com.au.
It’s definitely out-gunning realestate.com.au in terms of value for money.
But I would not recommend a Facebook-only campaign. You still need to advertise your property on realestate.com.au because they have pretty much 100% of the market.
My point is that you should use all the channels available to you and Facebook becomes another channel that will drive that extra person or two, or three or four or five to your property.
I had a lady at an open on the weekend who said to me she saw the property pop up in her Facebook feed and she came straight over. That’s powerful feedback.
The most surprising thing about Facebook is that some properties are generating maybe 30 or 40 comments and people are tagging their friends and family they think they might be interested in the property.
The comments are mainly positive but sometimes people will bag the house. We’ve had a few houses recently with some pretty garish features that people have commented about. But if they’re seeing those same features on realestate.com.au they’re probably thinking that anyway or saying it to their family.
Sometimes people might comment on the asking price, and say it’s too high or you’ll never get that. Then when we get that price we can tell them that on Facebook. We can also give real time updates on properties going under contract or unconditional.
The important thing about comments is, whether they’re good, bad or indifferent, they represent more eyeballs seeing your property. Facebook rewards that. If your ad gets a lot of views or generates a lot of engagement amongst Facebook users it will push it out to more users.
All of this wouldn’t have been possible a couple of years ago, we would have just been spamming your Facebook feed with irrelevant ads, but with the data improvements we can really target our advertising now.
It’s exciting to see how Facebook and social media channels will change the way we advertise properties.
Want a value-for-money strategy that will sell your home? Talk to us about selling.