I hear all the time that Facebook and other social outlets are a waste of time. That advertising doesn’t work. That posts on Facebook do nothing for my business etc. I am here to prove you wrong. In this tutorial I will show you how to post an Open House Advertisement and show you the results. I spent $100 over the course of three days on this add and the results were amazing. Read on…
The above screen shot of the results demonstrate how effective an ad on Facebook can be. With my $100 budget spread out over three days Thursday, Friday and Saturday. This ad reached 17,040 consumers. This means 17,040 people saw this as a post on their Facebook feed. The ad also had 1,089 actions. 1024 clicks, 7 new page likes and 48 post likes. (I also had 27 people attend the open house on Sunday and as I surveyed them, the majority saw the ad on Facebook.)
To run this ad in the local papers open house section for the weekend would cost between $150 and $300. My local papers distribution is 17,000 papers delivered daily. this includes the stacks of papers left at stores and in dispensers for sale. 17,000! The population of Fairfield is 127,000. I ran the numbers for the city of Fairfield, CA (Where I live) and according to Facebook. 80+ thousand consumers spend at least 90 minutes a day on Facebook. That’s 63,000 more potential customers than the paper delivers. That’s Amazing Results!!!
How to duplicate these results for your open house ad.
First start by having professional photos taken of the home. (Do not use your iPhone and take a pic and upload to Facebook). The quality of the photo is a huge part of the success you will get from the post. The home should look inviting and entice consumers to visit the property.
Professional photos are the only way to go. Stop taking your own photos of the homes you are selling. If you lived in the neighborhood would you evaluate the way an agent markets the home? Photos tell the story and demonstrate your willingness to spend money to make money.
Once you have the photo selected you head over to Facebook and post the photo with the open house description.
Once you have uploaded the photo and written your description (inviting the consumer to your open house) You need to select “Boost Post”. You can do this after you publish the post or do it instead. either way works fine.
You must define your audience. This is where you can target your ad to a specific area, group, demographic, etc. Click on “Edit Audience”
Give your audience a name, in this case I defined my audience as 32 to 65 year olds, living within a 25 mile radius of Fairfield, CA. You could also get very specific and define your audience even more. In the “Interests” box you can input specific categories like “Renters”, Home Owners, etc. This way Facebook will only target those individuals who are renting or are home owners etc. It is a great tool to use if you are targeting first time buyers, or perhaps running a home value ad (search “Home Value Ads” on this site to find a similar post about how to effectively run home value ads on Facebook with success.)
Now we need to define our budget and how many days we would like the ad to run. Here I have chosen a budget of $100.00 (You can spend more or you can spend less) and I have chosen to run the ad for three days. Our target reach is 10,000 to 27,000. Why does it say 10,000 to 27,000? As I mentioned earlier Facebook statistics tell us how many consumers are on Facebook. Although Facebook can not predict the future it knows that on any give day over the next three days we will reach a minimum of 10,000 consumers and a maximum of 27,000 with the criteria we have set. I usually get somewhere in between. And as the above ad results indicated we reached 17,040 consumers over our three-day ad period. The final step is to click “Boost”
If you have not already set up a payment method Facebook will walk you through entering your billing information and setting up a Facebook Ads account. Facebook also has rules, terms and conditions for all advertising and you must follow specific guidelines for advertising. Facebook will review all ads prior to them posting so it may take a few minutes to an hour or so before your ad is live. Other resources of interest are Facebook For Business, Marketing On Facebook, Want to really dig deep and learn more about to effectively advertise on Facebook go here and to learn how to measure results go to Facebook Measurement Basics.
You can see real-time results as your ad runs on Facebook. It updates every minute with each click, share, like etc. Once your ad is completed you can view the results.
A smart thing to do is to take a screen shot of your results (Cntrl + Print Screen) and then paste the copied screen shot into an email and send it to your sellers. It’s a powerful way to demonstrate that you are working for them and that marketing their home is important. It’s also a good idea to print some one sheets out that you can share with potential sellers at listing presentations to demonstrate your knowledge in social media advertising and again how this separates you from other agents.
I hope this was helpful and I hope it helps you grow your business. When it comes to Technology, RE/MAX Gold has you covered. Streamline your image with RE/MAX website templates, mobile apps, Design Center for creating marketing materials, social media integration, training and support. Every tech tool is designed to help make your business more efficient and profitable. To find out how a partnership with RE/MAX Gold could take your business to new levels visit www.joinremaxgold.com or message me below, I am happy to meet confidentially and share the many benefits a partnership brings.