How Facebook Dynamic Ads Could Work Wonders for Estate Agents
Social media is a must-have for estate agents. People love to look at properties, and home and lifestyle content is ready-made for sharing. It goes without saying that we were pretty excited when Facebook announced it was trialling its dynamic product ads for real estate agents in the US. If this feature comes to UK shores, your agency NEEDS to be using it. Let’s take a look at how this feature works, and the benefits it could bring to your business.
What are dynamic product ads?
Ever been browsing for shoes only to return to Facebook and see that exact pair taunting you in your newsfeed? Yeah, that’s a dynamic product advert. Clever, right? These are adverts which automatically promote products to people who have expressed interest on your website, your app or elsewhere on the web.
It goes without saying that the success of these adverts is far greater than that of a cold campaign, as you are promoting your services to people who have already interacted with your business.
How could this feature benefit estate agents?
When rolled out in the UK, this feature could well be highly lucrative for estate agents. The intelligent advertising would do the hard work, attracting customers to your Facebook, without you lifting a finger.
We asked Ben, our Head of Paid Social, what he thought of the product. He said:
“Dynamic product ads allow you to automatically promote a range of products to people who have recently expressed an interest on your website. This has continued to be the number one advertising product type from Facebook for the past few years due to it’s high relevancy, scalability, targeting ability, easy set-up and up-selling and cross-selling intelligence.
“A spin-off version has been created for the real estate industry allowing users to automatically promote relevant listings from their inventory of houses with a unique creative on Facebook. For example, you can set up automated advertising to show housing that’s relevant to the user’s search preferences on their site. For example, users who have recently been on site browsing houses within the Manchester area in the price range of £250,000 – £350,000 will be served creative featuring similar properties. Because it’s retargeting users, the campaign has a high relevancy providing cheaper CPM than cold audience targeting.”
What does this mean for the likes of Rightmove?
We’ve always said that Facebook is far cheaper than the likes of Rightmove and On the Market. This new feature would really land a firm blow to the property listings sites, turning many agents’ heads.
Facebook advertising is highly intelligent, and very cost-efficient when compared to traditional marketing methods. Plus, Facebook is where your audience spends their downtime – wouldn’t you like your properties to be right there in front of their eyes when they’re not directly looking for properties?
We recommend that all estate agents take a look at their social media now and get it looking slick and professional before dynamic ads are launched. That way, you will have a strong social presence and an attractive, informative page for customers to land on. Don’t fall behind the competition, sort out your social today.
Digital Media Team specialise in social media management for estate agents. Speak to a team member today by calling 0800 808 9980 or emailing email@example.com. Take a look at our previous work here.