Lead generation can be tough when you have a real estate business. High CPC costs and ever growing competition can push your budget to its limits. Plus offline advertising such as billboards and outdoor events can be very expensive and not everyone business can afford that. However there is one proven and effective way to generate leads and that’s Facebook !
Not many people know but Facebook can be a very good source of generating leads for a real estate business. With spot on targeting and comparative low advertising cost, Facebook can prove to be a very good marketing channel
We have summarized 5 top tips that will help you get started.
1. Storytelling
Using video tours of a property will give the audience a view of the look and feel of the property. A cover video helps in quickly achieving audience’s attention. As a new feature for Facebook pages, cover videos automatically play when someone lands your page. It will instantly grab the visitor’s attention.
Video storytelling has emerged out to be the most effective of all the other tools when it comes to real estate. List the USPs of the property clearly so that people can find relevant data via your videos.
Use 360 degree Images
You can use the Facebook app to show full 360 degree panorama. This tour allows the prospective buyer to have a real life like experience of visiting the property. In other words, it gives them a real perspective about your property, which if used smartly, can convince the prospect to visit the site.
2) Invest in Facebook Ads to Generate Leads
At some point it becomes difficult for real estate professionals to get clients through organic posts. And that’s where paid marketing comes into play. For this Facebook Ads are the perfect way to do that. Facebook Ads allow you to target prospective buyers according to demographics, topics of interest, and so much more that makes sure your ads are seen by the right person.
Run Lead Ad Campaigns
Lead generation ads give a quick way to enquire and receive information from real estate business about their properties. The process of filling the enquiry form that shows up in a lead ad is extremely simple. Facebook auto-fills the fields of the form for which it has the user’s data.
Some custom questions that you can put are:
– When do you plan to buy the property?
– What is your budget?
– Preferred date of site visit?
Custom questions create a sense of seriousness among the person who is enquiring about your property.
3) Use Landing Pages
A landing page is named as such because it does just that, it drives a visitor to land on a web page. As a real estate company, you can mention the amenities, possession date and proximity of nearby places on your landing page. Use of icons, images and maps will convey a lot of information to the visitors which will make them take immediate action. Other information such as government subsidies, loan facilities, EMIs etc. must be given so as to tell the visitor about the financial assistance they will get if they choose to buy the property.
4) Measure Your Social Media Performance
To gain a better understanding of how your posts are doing, it is very important to measure the insights. Matrices like the number of engagement per post, clicks to website, etc. can help you determine which type of posts are performing best. The easiest way is to keep a check on the Facebook’s audience insights page. The more number of customer insights you have, the better you will be able to deliver information regarding your business to the people.
5) Be Consistent With Your Social Media Posts
The object of commitment or consistency is to box people into the idea of your product. Consistency is the key to brand success. Lack of interaction on your social media page will leave your audience think that you have gone out of business or even worse. Also, if time is a matter then you can use several third party apps which will allow you to schedule your posts on social media.
case Study: Godrej Properties ( Ahmedabad )
Facebook lead ads proved out to be hugely beneficial for Godrej properties in Ahmedabad. As the property company captured best quality leads through lead adverts. There was a 5.8 times increase in the number of leads. Also the cost per lead was reduced by 5.5 times. One of the major reasons behind this improved index was the use of regional language banners rather than generic banners which resulted in 40 per cent of low cost per lead.
What Convomax did for a luxury apartments’ project in India:
Leads generated: 3825
International Leads: 480
RoI: 440%
- Understood and reviewed target audience
- Made campaigns that focused on increasing brand awareness with creatives that are engaging as well as understandable to the target audience.
- Implemented online branding strategies parallel to offline branding events to create a buzzword amongst the target audience
- Improved the quality of content on the website
- Developed and optimized various landing pages and Call-To-Actions
- Created a rich brand experience and positive brand image
- Increased awareness in India & Overseas (USA, UK, AU, Singapore, etc.)
Talk to us to know more about how we can generate high quality leads for your real estate projects.