Do you want to boost attendance for your next open house?
Have you thought about using Facebook Messenger ads to engage prospects? This is a great way to get the conversation started with potential buyers.
Social Media Marketing is all about creating relationships with your potential audiences. With a messenger ad, you can get the conversation started immediately and answer any questions your potential buyers may have and get them excited about attending one your open houses.
Messenger ads provide a personal experience for customers and prospect while providing them instant access to contact you with any questions!
In this article, you’ll discover how to create a Facebook Messenger ad.
What Are Messenger Ads?
A Messenger ad is a Facebook news feed ad that opens inside the Messenger app when users click the call-to-action (CTA) button. The ad will let users jump inside your Facebook page’s Messenger tab to ask you a question, get feedback, or claim a reward.
Messenger ads look similar to a typical ad in the desktop news feed. The ad below uses the Send Message CTA button, but you could use any of the CTA options, like Contact Us. The Messenger icon will appear next to any CTA button you choose.
The Messenger symbol appears next to your chosen CTA button.
Because Messenger ads are high touch, the best way to use them is when there’s a short window of time where people can message you. For instance, if you’re launching a new product but the cart is closing soon, run a Messenger ad and ask if anyone has questions. Target your ad to people who landed on your website but did not fill out the form to contact you or get more information.
You could also run a Messenger ad when new programs become available or are going away or the price is going up for a listing. Use the ad to urge potential customers to take action because the programs are ending or the price is rising.
This type of ad works perfectly with a scarcity model and tight timeframe. Here’s how to get started.
#1: Create a Custom Audience
Before you place a Messenger ad, you’ll want to create a custom audience of the people you want to target. For example, you could include people who have landed on your promotion/landing page from previous Facebook ads or social shares but didn’t opt in or purchase.
To create a custom audience, head to Ads Manager and go to the Audiences section (choose All Tools > Audiences).
Go to the Audiences section of Facebook Ads Manager.
Then click Create Audience and choose Custom Audience from the drop-down menu.
Click the option to create a Facebook custom audience.
You have four options for creating your custom audience. You can upload a customer file or create a list of people who viewed your website, use your app, or engage with your content on Facebook.
Choose the source you want to use for your Facebook custom audience.
Suppose you want to create a custom audience of people who are on your email list but haven’t reached out to make contact with you yet. To create this audience, choose the Customer File option and upload a list of emails from the people who are on the list. You can then retarget this audience with a Messenger ad, letting them know that the listing is increasing in price, or the open house is this Saturday, for example.
You might also want to create a custom audience of people who engaged with videos but didn’t contact you or request more information. You can target both custom audiences with your ads. It’s up to you.
#2: Set Up the Messenger Ad Campaign
Now you’re ready to set up your campaign. Go to Power Editor and click Create Campaign.
Click Create Campaign in Power Editor.
Select the Traffic campaign objective. Messenger ads are “destination” ads (as you’ll see later on), but rather than sending people outside of Facebook, you’ll be sending them right to your Messenger inbox.
Choose the Traffic campaign objective for your Facebook Messenger ad.
Next, give your ad set a name and make sure the Website or Messenger option is selected.
Choose the Website or Messenger option under Traffic.
Now set your budget and select your custom audience. For example, I selected a group of people who watched a webinar and engaged with videos on the webinar topic but didn’t purchase the master class.
Select your Facebook custom audience and set your budget.
From here, fill out the ad set as you normally would. Under Placement, uncheck all placements except the news feeds. Note that Messenger ads don’t work with Instagram.
#3: Create the Messenger Ad
After you give your ad a name and connect it to your Facebook page, head to the Create Ad section inside Power Editor.
First, choose the option for a single image or video or for multiple images or videos in a carousel. Then upload your media.
Choose the format of your Facebook Messenger ad.
Next is the Destination section, where you would normally select Website URL and add a landing page URL. For a Messenger ad, you have the option to add a message to accompany your ad. When users click the CTA button in the ad, Messenger will open and display your message text along with a copy of the ad. (Note that the Message Text field is optional.)
Message text will appear in Messenger along with your ad when users click the CTA button.
The example below shows what an ad looks like inside the Messenger app after someone clicks it. For this ad, I entered the same copy in the Text and Messenger Text fields when creating the ad.
This is what the ad looks like in the Messenger app.
Filling out the Message Text field can be beneficial to remind people who have responded to your Messenger ad. Closer to the open house, you could send another message to them without having to run another ad. The ad image would remind them they’ve interacted previously. Powerful!
The rest of the ad creation process is similar to a regular ad. Fill in the Text, Headline, and News Feed Link Description fields as you would for a regular ad. Additionally, make a selection from the Call to Action drop-down list.
Enter the text, headline, and news feed link description for your Messenger ad.
When you’re finished, review your ad and then click Place Order.
Preview your Messenger ad and when you’re happy with it, click Place Order.
Once your ad is up and running, you’ll get notified as soon as someone sends you a message and you’ll be able to respond in real time.
When users click the CTA in a regular news feed ad, they’re sent to a landing page to register for a webinar, download a freebie, or even purchase a product. With a Messenger ad, clicking the CTA opens a thread in Messenger, where they can start a conversation with you. This gives you the opportunity to answer their questions, develop a relationship, and potentially generate more potential buyers to show up at your open houses.
This article was written by Tammy Cannon and adapted from the Social Media Examiner. Click here to view the original article.
Do you use Instagram to market your real estate business? If not, start taking your marketing to the next level by running Instagram ads!
Instagram advertising gives real estate brands an effective way to increase visibility and connect with their customer and prospects. In this article you’ll discover how to create these ads for your blossoming real estate business.
1. Connect Your Instagram Account to Facebook
Before you can start advertising on Instagram, you need to connect your Instagram account to your Facebook page. By doing this, you can create your ads in Facebook Power Editor.
To get started:
- Go to your Facebook page and click Settings in the top-right corner.
- In the left column, click Instagram Ads.
- Click the Add an Account button on the right.
- Go to Instagram Ads in your Facebook page settings.
- If you have an existing Instagram account, select Add an Existing Account. Enter your Instagram username and password and click Confirm.
If you don’t have the ability to edit and create Instagram ads just yet, fret not. You will soon, as Facebook and Instagram are still rolling out this feature.
2. Select an Instagram Ad Type
For Instagram ads, you can choose from three advertising objectives: clicks to your website, mobile app installs and video views (videos may last up to 30 seconds in length).
Within these objectives, there are three key ad types that you can capitalize on. These are image, video and carousel ads. Image ads are standard photos with a button driving users to click. Video ads are the same as image ads but with video. Carousel ads are a series of images that users can browse. Carousel ads let brands tell a richer story in one ad unit.
All of these ad options can drive results depending on what you want to accomplish with your real estate advertising.
3. Target the Right Audience
If you create an ad for a specific audience, you need to make sure that it will be seen by only that audience. For example, if you create a real estate themed ad geared toward working moms, you don’t want it to be shown to high school students or stay-at-home dads. Leverage the targeting features on Instagram to accomplish this.
For those experienced with Facebook ad targeting options, the majority of these tools are also available for Instagram ads. These include location, demographics, interests, actions and more. Set your audience preferences to best utilize your advertising dollars.
Keep in mind that you don’t have to use all of the targeting options available to you. Use the targeting options if you want more control over who sees your ads, so you can ensure you’re delivering a marketing message that will appeal to them.
4. Use Attention-Grabbing Imagery
Instagram is known for its rich and attractive images. If you want to create Instagram ads that drive results, take the time to design irresistible visuals to catch people’s attention.
Remember that the audience on Instagram is savvy enough to recognize stock photos, and that they will be less likely to engage with that type of content. Capture photos yourself or invest in a photographer/illustrator to create great content for your advertising.
5. Include a Call to Action
With Instagram ads, currently there are no stipulations about the amount of text you can have in a photo, unlike other social networks. This gives you the perfect opportunity to create ads that are text-heavy and communicate stories. You can also include calls to action directly in your photos or video.
Whether you tell your audience to post a selfie, click a link, subscribe to a newsletter or tag a friend in the comments, being able to use as much text as you want in your visual gives you an opportunity to drive action more effectively.
6. Leverage Popular Hashtags
From #ThrowbackThursday to #MotivationMonday, Instagram is filled with hashtags that are used by both broad and targeted audiences. This gives you an opportunity to inject your real estate brand into the feeds of people using these hashtags and make a connection with them.
One popular hashtag on Instagram is #ThingsOrganizedNeatly. Users post photos like these.
With the emergence of Instagram ads, you can build a rapport with your prospective audience in a whole new way. Once you attract an audience with your real estate ads, it’s important to keep your followers engaged. With the right approach to Instagram marketing, you can drive great results for your brand and truly stand out from your competition.
If you need help setting up your Instagram for advertising, CLG Marketing Team can help! Contact us today for your free consultation!
This article was written by Josh Fraser, Marketing Specialist at HomaASAP. Article and photos attained from Social Agent Today.
Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world’s hottest digital agencies and he also happens to be a Centennial Lending Group favorite. Today’s article comes from his AskGaryVee show.
Gary’s favorite concept in real estate is owning the story around a home and the city or town around it. Where social media comes into play is that you can easily craft daily content about a home and the 10-20 mile radius around the area where you plan to sell property. If you want to win on social, you should also be putting out content to make potential buyers romantic about the local amenities since people often pick where to live based on utility (ie. convenience, commute time, school districts).
So, here are some tactics you can use on two platforms that I can see gaining popularity in the real estate industry. Realtors can use these tips to bring value to their audience and produce real results (aka, actually lead to housing sales and rentals).
I’ve hyperbolized around Snapchat for so long and it is so obvious to me where the market is headed. If you know me at all, you know where I stand on it: it’s a platform that people use with intent. Because the content disappears, you can be sure that users are really paying attention to what’s happening on their screens.
But, the value of the platform that most real estate people are overlooking is the emerging 30 to 45 year old demo on Snapchat. In the next 2-3 years, Snapchat will skew much older and age much like Facebook has. There’s a lot of value in being a first mover on the platform.
Just as interesting is Snapchat’s growth among the elite top earners within the 30 to 45 year-old demo, especially on the coasts. (It is very obvious to me that Snapchat has the attention of my “rich” friends right now.)
The one arbitrage tactic that is still available (and I think is grossly underpriced right now) is custom geofilters. For example, I think it would be incredible for a real estate agent to buy filters on top of all the hottest restaurants in Soho with some clever creative and copy. You want to take advantage of the fact that if they are out in the area, they probably like the neighborhood. For the cool, affluent 36-year old who can afford a 3 million dollar apartment in Soho, a real estate agent who is smart enough to create a filter on Snapchat is exactly the person who is going to win that business.
One of the great things about Snapchat is that the platform makes it very easy to create content. It doesn’t have to be “polished.” Because of the low barrier to entry, you don’t need a high-tech camera or to be blessed with amazing photography or video skills.
For example, you can easily produce content around the neighborhoods where you have listings and showing the actual properties won’t take up much time. You can do quick reviews of the nearby restaurants, schools, the back porch, the patio, the pool, or anything relevant that adds value to the consumer. Think about it: It’s a one person show that you can do without a production company and it doesn’t require the high skill cap and resources that are often needed for other platforms like YouTube. For the average real estate agent, Snapchat content is quite scalable. All you need is your phone and insights on what people are interested in.
FACEBOOK LIVE VIDEO
Now, you also know my stance on Facebook advertising. It’s an incredible platform that allows you to overlay a ton of rich targeting layers like age, location, recent life events, and interests. However, that’s not all that Facebook can offer. There’s a big opportunity to use Facebook Live, Facebook’s native live streaming product.
Live streaming is hot right now and with Facebook Live’s growing popularity, it’s definitely something realtors should move on. Feel lost on how you can use Facebook Live? Think about the ability to create a virtual open house at scale on Facebook–a platform where many real estate agents already have a foothold for potential buyers.
I can envision a hotshot real estate agent streaming live from an open house while talking to potential clients. Potential buyers will be able to view the house remotely and ask relevant questions that the realtor can respond to and show in real time. Think about all the house-showcasing programs that took television by storm in the late 90s and into the 2000s. It’s MTV cribs made even more compelling with live streaming.
Using Facebook to do live, virtual open houses is going to be a monumental move. I expect multiple people to email me over the next 24 months to say they sold a house to someone who was watching on Facebook instead of going to a traditional viewing.
Using Facebook to do live, virtual open houses is going to be a monumental move.
A lot of realtors are not using social to their full advantage. A lot of you lack the desire to adjust and innovate with the new tools at hand. You can’t be romantic about using the same methods to make a sale based on the industry standard. While you might be mapping to your demo now, we are 24 to 30 months away from Snapchat and live streaming platforms becoming the mainstream for the 30–45-year-old demo. So, I challenge you to start experimenting with these platforms to bring value and make that sale.
*Article and photo by Gary Vaynerchuk, April, 2016. To see the original article, click here.