How can you use Facebook to market your real estate projects?
1. Use Audience Insights
If you're a real estate developer in Bangalore with a project in, let's say Hebbal, you'll need to identify people with the proper interests and behaviours who are likely to respond to your advertisements. Demographic Insights is an intriguing feature provided by Facebook to assist you in identifying your target audience. You may categorise people based on their age, location, hobbies, and behaviours. You will be able to determine what your target audience enjoys. Which pages do they visit? Are they primarily male or female? Which age group should you target?
2. Segregate Ads by Gender, Age and Device
Don't make an ad that caters to all age groups and all devices. Sort your ads based on gender, age, and device. For example, you might create an ad that targets Males aged 30-34 and uses Android. Similarly, you may target iOS users with the same ad.
This means you'll have three ads for each target group, each based on three different devices. You'll need to do the same thing for the Age Group 35-40. You may also categorise it as Male or Female.
By separating the ads, you will be able to evaluate which ads are more responsive to you.
You may then pause the ads that aren't doing well and raise the budget for the ads that are doing well.
3. Conversion Pixel
Facebook can assist you in creating a conversion pixel. You may design pixels based on the objectives of your campaigns. Leads for example, might be one conversion pixel and Keypage views as another.
To ensure that the pixel is properly deployed, you will need to add a bit of code to your page.
When you start generating leads, Facebook will tell you how many leads you have.
4. Custom Audience Pixel
You may segment your audience based on the pages they visit on your site. You may build a pixel for a page that contains information on the property and layout plans, for example. Facebook will collect data as part of your audience pixel when someone visits this page.
5. Lookalike Audience
Lookalike audiences are a fantastic way to build audiences from your existing data. For example, if you have 100 conversions (as tracked by the Leads pixel), you may construct a lookalike audience using this information. Facebook's own algorithm is used to generate lookalike audiences based on the pixel. As a result, if you have 100 leads and build a lookalike audience of the same, the likelihood of that audience converting as leads is greater.
You may build a lookalike audience using any of the pixels you've used.
6. Retargeting
Retargeting is a powerful method for targeting visitors who have already visited your website. In step 4, you created a custom audience. This is for individuals who have come to your page to look at the project layout plans. You can reach out to these folks with a different ad. When a person views the ad several times, the odds of conversion rise. You may also make an offer to this retargeted audience.
7. Give away something for free
We've found that simply posting an advertisement for a property may not be enough to create a lead. This is because there is now more supply than demand in the Indian real estate market. To pique the user's attention, you must provide something of value for free. For example, we tried with a booklet titled Guide to Property Investing. The ebook ad performed effectively, and we received a large number of leads as a result of it. Other freebies you may provide are book at 2 lakhs and pay the balance in EMIs. You must develop a more attractive offer for your target market.
8. Mobile responsive
You must have a mobile-friendly website. This is the most fundamental need. There's no denying it.
9. Ensure images load quickly
We usually neglect optimising the size of our website's pictures in our goal of a beautiful website. However, this is crucial to the campaign's success. Many of your visitors will be using mobile devices to access the site.Large images take around 5-10 seconds to load if they are on a 3G connection. People won't have to wait as long for the photos to load.
10. Use a heatmap tracking tool
Heatmap tracking tools are great for figuring out what users do once they arrive on your site. By observing user behaviour, you may be able to identify potential faults in your website that you had previously ignored.
11. Build Trust
Trust is currently one of the most difficult issues in the real estate industry. Buyers are increasingly anxious about whether to trust a developer since there are too many new developers in the market, and too many of them are involved in money laundering and other legal tangles. As a result, you must create a website that encourages your visitors to trust you. List all bank clearances, past projects, your credibility as builder , your core staff etc
12. Test, test and test
As with any marketing strategy, you must continue to test and fine-tune your target demographic, ad content, ad picture, and landing pages to determine what works best for you. What worked well for one audience or project in the past may not work this time. So keep trying till you find the jackpot.
