Facebook Ads for Real Estate: How Personalization Can Improve Your ROI
Personalization of Facebook ads for real estate aims at providing content targeted towards specific people. Ads tailored to specific individual have a higher success rate. A 2017 study shows that 79% of enterprises that have exceeded their revenue goals have a documented Facebook ad personalization strategy.
And with the increasing competition among brands, personalization has become more widespread and crucial to stay ahead of the competition.
In this post, let’s take a closer look at how Facebook ad personalization works and tips on how to improve personalization.
HOW IT WORKS
At times, your ad copy, images, and your landing page are not compelling enough or maybe your target audience is off the mark. This is a common problem among most marketers because Facebook ads are all about personalization.
It allows you to target your audiences within some narrow criteria using the Audience Insight tools. These tools are designed to help you find more information about the group of individuals interested in your products or services. It goes far beyond the usual demographic information such as geographic locations and age ranges.
Through personalization you can find out what your audiences are interested in, their lifestyle, income level, occupation, and their purchasing habits.
Moreover, you can narrow it down to their past purchasing behavior on certain products and services categories as well as subscriptions.
Facebook gives you a plentiful of options to personalize your Facebook ads for real estate to a specific set of people. And you can use this information to optimize and enhance your target by adding a personal touch to every ad you intend to run.
Because the more you know about an individual, the higher the chances of reaching them genuinely in ways that resonates with them.
FACEBOOK ADS PERSONALIZATION TIPS
1.Develop Customer Personas
Knowing your audience is a marketing top secret. This is because you can effectively reach someone. And the most ideal way to get a handle of the right target audience is by creating a customer persona.
A customer persona is described as a profile that best describes your ideal clientele. In this case, these are a set of individuals who are most likely interested in your product or service.
Steps to creating a customer persona involve:
First, you get the basic demographic info including the name and job title.
Next, you need to find the age, gender, marital status, education level, geographic location, and income range.
You get this information from the Facebook’s Insight Business Manager. With this kind of information from Facebook, it’s easy to create your profiles.
2.Create a Compelling Copy
A good copy can naturally build a strong connection with your target audience. Your copy doesn’t have to be plain text; it can be video-based too. Use of visuals such as images and videos displays information that a plain text cannot capture. And it makes your audience feel something.
At this point, your ad copy starts to blend with your sales funnel since it starts to resonate with every stage of your buyer’s journey. The buyer’s journey involves three stages namely: awareness, consideration, and decision stages.
When you design your ad sequence based on your buyer’s journey, you can easily hook them in because the ads speak directly to their personal experiences.
Creating ad sequences using brand storytelling on Facebook is another effective tactic to personalize your Facebook ads.
You can achieve this by making multiple audiences tailored to every funnel stage then market to them using sequential ads. So when creating Facebook ads for real estate, develop multiple ads targeting the same audience as they move along the buyer’s journey.
3.Write Ad Copy to the User but Not At the User
Although your Facebook Ads don’t have a lot of text, that text must be strong and impactful. Also, if the ad takes people to your landing page, it must be compelling, too. Always write like you are having a one-on-one conversation with your reader.
So, how do you write a conversational and approachable ad copy?
- Write as you imagine yourself having an intimate conversation with someone.
- Utilize embedded commands to plant thoughts and bring prospects closer to your product or service. Embedded command is a technique used to establish ideas and thoughts into your readers mind.
- Add personality to your ad copy.
- Use rhetoric questions.
Personalizing Facebook ads for real estate is not only about content but your audience. And Facebook have open doors to creating personalized experiences that your followers are demanding. By embracing personalized Facebook marketing, you can generate tangible value for your brand.
If you’re having problems creating Facebook ads or you want to generate more leads for your products or services, contact us and we will help you.