Welcome back, real estate heroes! By now, you’ve conquered the basics from Part 1—your Facebook page is polished, your posts are getting likes, and maybe you’ve even dabbled in ads. But now it’s time to up the ante. This guide will take you through advanced Facebook strategies that will help you go from good to exceptional. Ready to become a social media powerhouse? Let’s get started!

Digging Into Facebook Insights: Your Secret Weapon

Facebook Insights is your built-in analytics guru, giving you the data you need to refine your content and ad strategy. Think of it as the GPS for your marketing efforts—it shows you exactly where to go.

Key Metrics to Watch

• Reach: This shows how many people saw your posts. High reach means your content is getting in front of eyeballs.
• Engagement: Likes, comments, shares, and clicks all fall under engagement. The higher this number, the more your audience is connecting with your content.
• Page Views: Tracks how many people visited your page, indicating the effectiveness of your posts and ads in driving traffic.
• CTA Actions: Measures how many people clicked on your “Contact Us” or “Learn More” buttons, a crucial metric for lead generation.

Use these insights to fine-tune your strategy. Is a particular type of post consistently performing well? Double down on that!

Custom Audiences: Your Inner Circle

Custom Audiences let you target specific groups of people who’ve already interacted with your brand. It’s like inviting VIPs to an exclusive open house.

Ways to Build Custom Audiences

1. Website Visitors: Use the Facebook Pixel to track site visitors and create an audience of people already interested in your services.
2. Customer Lists: Upload your email list to Facebook and reach out to those who already know and trust you.
3. Engagement Audiences: Target people who’ve liked, commented on, or shared your Facebook or Instagram posts. If they’re engaging, they’re likely interested.

Lookalike Audiences: Your Secret Expansion Plan

Once you’ve established Custom Audiences, use them as a blueprint to find new potential clients who share similar characteristics. It’s like cloning your best leads.

How to Create Lookalike Audiences

1. Select your Custom Audience as the base.
2. Choose the geographic area and audience size. A smaller percentage (e.g., 1%) means a closer match to your original audience.
3. Launch ads to this new group and watch your reach grow.

Boosting Posts: Amplify What’s Already Working

Boosting posts can extend your content’s reach and increase engagement. But don’t just hit “Boost” on every post—strategic boosting is key.

When to Boost

• High Engagement Posts: Boost content that’s already performing well to amplify its reach.
• New Listings: Highlight properties you’re selling to attract more potential buyers.
• Open Houses: Spread the word and drive attendance.
• Value-Driven Content: Market updates or tips for buyers and sellers are great for establishing expertise.

How to Boost Like a Pro

1. Choose Your Post: Identify content that aligns with your goals (e.g., lead generation, awareness).
2. Set Your Audience: Use Custom or Lookalike Audiences to ensure your post reaches the right people.
3. Allocate Your Budget: Start small, monitor performance, and scale up for successful posts.

Retargeting: Bring Them Back

Retargeting is a powerful strategy that lets you re-engage users who’ve shown interest but didn’t take action.

Steps to Retarget Effectively

1. Install the Facebook Pixel: Track visitors to your website.
2. Create Custom Audiences: Target those who visited specific pages, like property listings.
3. Craft Targeted Ads: Remind them why they visited in the first place. Sweeten the deal with incentives like free consultations or market analysis reports.

Creating Ads That Convert

Facebook Ads come in various formats, each suited for different goals. Here’s how to make the most of them:

Ad Formats to Use

• Single Image Ads: Simple and effective—ideal for showcasing one property.
• Carousel Ads: Highlight multiple properties or features in a single ad.
• Video Ads: Capture attention with virtual tours or community highlights.
• Slideshow Ads: Use a series of images to tell a story without the need for full video production.

Crafting the Perfect Ad

• Headline: Be clear and enticing. Example: “Explore [City]’s Most Stunning Homes.”
• Body Text: Highlight the benefits and keep it concise.
• Visuals: Use high-quality images or videos—this is not the time for blurry smartphone shots.
• CTA Button: Align the CTA with your goal, like “Book a Tour” or “Learn More.”

Budget Like a Boss

Your ad budget should be strategic, not guesswork.

Tips for Budgeting

1. Daily vs. Lifetime Budgets: Choose daily budgets for ongoing campaigns and lifetime budgets for short-term promotions.
2. Start Small: Test campaigns with modest budgets before committing more funds.
3. Monitor and Adjust: Regularly check ad performance and reallocate budgets to top-performing campaigns.

Conclusion: Mastering Facebook Marketing

Facebook marketing isn’t just about posting and hoping for the best—it’s about crafting a strategy that connects with your audience and drives results. By using Facebook Insights, creating targeted Custom and Lookalike Audiences, retargeting, and crafting killer ads, you’ll take your real estate game to the next level.

Stay creative, stay consistent, and don’t forget to inject some personality into your posts. After all, people buy from agents they like and trust. So, get out there and turn those clicks into clients!

Learn more about how you can get free content to use with your marketing with our Content Library (and there is no catch – really!)