By Caroline Kirby
With new platforms and updates continuously rolling out, some people think Facebook has become obsolete, but that couldn’t be further from the truth when it comes to marketing and business strategy.
Everything is digital now, and most people expect a Facebook Business Page when seeking professional services, like a real estate agent. Here are a few reasons why you should set up a Facebook Business Page.
The Benefits of Having a Facebook Business Page
Before diving in, it’s important to know that if you are marketing any product or service, you must have a Business Page vs. using your own profile. It goes against Facebook’s terms to represent something other than yourself on a personal profile — plus, having a Business Page offers valuable insights and tools that can help you reach your audience.
• Access to Tools: As we said above, Facebook Business Page gives users tons of insights like engagement stats, new follower alerts, views, etc. This info can help you identify what content is popular and with who, allowing you to be more strategic with your marketing efforts.
• Look Professional: Instill confidence in your audience and potential customers by setting up a professional page that makes it easy for customers to engage, get information, and get in touch with you. Plus, having a well-organized Business Page can help you look like the leading force in your industry.
• :Utilize Facebook Advertising: One of the most important benefits of a Facebook Business Page is being able to implement Facebook advertising. Directly target demographics and users who have expressed interest in buying in certain areas. Facebook ads offer valuable tracking and insights into who is interacting with your ads and clicking on your links.
• Lower Advertising Costs: Setting up a Facebook Business Page is free, and running Facebook ads can also be done on a budget and for much less than traditional radio, TV, or print ads. In addition to lower costs, Facebook ads offer the chance to have more detailed targeting (like demographics, location, interests, etc.).
• Drive Traffic to Your Website: Facebook is a wonderful gateway to connect your audience to your website. Add links back to your website in your posts, and you can send followers directly to articles, property listings or encourage them to subscribe to your newsletter.
• :Build an Email List If you’re not completely on board with utilizing Facebook for your business, then there are other ways to benefit from having a Business Page. You can set up lead generation forms or even host giveaways to collect emails from your audience. Use this new contact info to establish a valuable email list that can enhance your business.
With this information in mind, it’s important to note that simply having a Facebook Business Page isn’t enough; you have to optimize your page with valuable information and content so that users find it to be worthwhile. If you’re interested in setting up a Business Page but don’t have the time or expertise to manage it, then check out LandHub.com’s social media management services.
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Whether you’re preparing your property for sale or your land has been on the market for months, the missing piece of any land sale is often awareness. If no one knows your land is for sale, how can you hope to sell it in a timely fashion?
It’s no wonder property and land listing sites do well to match sellers with qualified buyers. The listing itself is a great start to growing awareness of your property sale.
But you’re probably asking yourself once your listing is online, then how can I get people to review it and contact me or my real estate agent?
One fantastic way to get the word out for your land sale is through digital advertising channels like Facebook. The volume of daily active Facebook users combined with Facebook’s fantastic ad targeting tools assures your ads will be seen by the right people at the right time.
Follow the tactics below to prepare for a successful Facebook advertising campaign for your land sale.
Targeting Your Ads Correctly
The type of property you’re selling should inform which target audiences you’ll want to go after with your Facebook campaigns.
For instance, if your land is used for hunting, you’ll want to target hunters. If your property has riverfront, lakefront, or beachfront access, you’ll likely want to target water sport enthusiasts, beach goers, fisherman, boat owners, etc…
Be sure to identify these land use cases early to ensure your campaign’s targeting and messaging reflects the real value your land will provide.
Other targeting factors to consider are income, net worth, family size/dynamic, whether buyers are likely to move soon, geographic targeting like zip codes, cities, states or the entire country, and even generic interests like the fisherman, water sport or beach goer examples mentioned above.
Once you begin creating your campaigns and ads, you’ll see multiple possible targeting options you had never thought of. If you’re interested in the full list of Facebook Ad targeting, be sure to review it here.
Build Your Facebook Page
Unfortunately, Facebook doesn’t allow users to run ads directly from their personal profiles. This means that you’ll have to create a Facebook Page specifically for your property, business, or person to gain access to advertising capability.
Let’s be clear, your personal Facebook Profile IS NOT a Facebook Page. Facebook Pages are the fan or business pages you’ve liked and followed. It’s a small difference, but an important one to know.
Prepare Your Ad Details Ahead Of Time
There are multiple Facebook Ad types. From promoted posts, Single Image, Video, Multi-Image, Lead Ads, Display Ads, etc… you’ll have to make some decisions as to what you’ll want to communicate through your campaigns.
The easiest option is what’s called a Promoted Post. This ad type is created directly on your Facebook Page and offers the basic targeting options you’ll need to get the word out on your land sale. NOTE: There are many more targeting options if you create a true Facebook Advertising Account, but it’s not necessary if you’d like to run a Promoted Post.
To run your first Promoted Post, simply post your LandHub listing from your Facebook Page (NOT your personal Facebook Profile) adding 2-3 sentences of copy to communicate the benefits or features of your property.
PRO TIP: Include a call to action within the 2-3 sentences of your post to get people to call, email, or simply click through and review your listing. Be explicit in telling people what you want them to do.
To summarize what you’ll need to run your first Promoted Post, have these things ready to streamline the process;
- Create your Facebook Page
- Add your credit card info to the settings section of your Facebook Profile
- Find your property listing or the link you want to send potential buyers to.
- Write 2-3 sentences of copy to promote your land and deliver a call to action.
Only a few easy steps and you’ll be on your way to run your first ad campaign.
Explore Other Advertising Capability With Your Own Facebook Advertising Account
If you’d like to experiment with other ad types, more targeting options, and a streamlined campaign builder, you’ll want to create your very own Facebook Advertising Account.
As mentioned above, you’ll receive access to Facebook’s full list of demographic, geographic, and psychographic targets. On top of that, you’ll even be able to target unique audiences, email lists, and gain access to remarketing capability. These are all quite advance but we’ll be covering more of these options in other posts soon.
For now, start with a basic single image advertising campaign. This ad type looks similar to the Promoted Post but gives you more capability than before.
NOTE: You’ll need a 1200×628 image of your own to run this ad type.
Prepare A Budget & Timeframe For Your Campaign
There are many different opinions amongst Facebook advertising experts as to how much advertising budget you should start with or expect to spend before seeing results. The only thing that everyone agrees upon is that it is completely dependent on your market, targeting, cost of goods, etc….
The best way is to test your first campaign to ensure your cost per click does not exceed what you’re willing to spend on each click, visitor, or lead. This cost per click could range from $0.10 to upwards of $5.00, so it’s important to keep a close eye on your ad performance during the lifetime of the campaign.
We recommend starting with $10/day to get a baseline cost per click and then increasing budget based on how much you’re willing to spend during your campaigns timeline.
NOTE: Running Facebooks Ads is no guarantee of selling your land. It is only a means to increase awareness of your property sale. More awareness = more potential leads. If your ads aren’t working try (1) changing ad targeting or (2) adjust your property listing or information page to incentivize visitors.
Facebook Advertising is a fantastic option you have access to when preparing to sell your land, so don’t neglect its capability. If you have trouble and would like assistance in generating more awareness and leads for your property listing, please contact us here and we’ll be happy to help.
There are thousands of different articles on the Internet advising you on the basic ways to market land or real estate for sale via social media.
But we wanted to point out a few unique ways that may give you a “leg up” and help separate your property from the pack and better highlight it.
These little babies make your message (tweet) far more visible to a wider range of people. For example, if you want to tweet about ranch land for sale in Wyoming, utilize hashtags to better reach those who may be interested in such a thing.
Alas, if you tweet “Ranch land for sale near Cheyenne, Wyoming,” it’s likely that the only people who’ll see that tweet are those who are currently following YOUR twitter feed.
So include hashtags and instead tweet:
#ranchlandforsale 100 acres near #Cheyenne #Wyoming
The simple inclusion of those three hashtags allow your tweet to then appear in the list of tweets seen by anyone who accesses (or searches for) the hashtags #Cheyenne or #Wyoming or #ranchlandforsale.
And yes, there are a lot of people who do indeed search for hashtags just like this.
Check out this list from Zillow of 30 hashtags you should consider pertaining to real estate. (This list is focused on real estate agents, but it’s viable for anyone, including individual landowners).
Speaking of Twitter searches, spend some time and familiarize yourself with the many search functions on that social media platform.
People post anything and everything on Twitter, and you’ll be surprised at how easy it is to find tweets from folks who easily identify themselves as potential buyers or clients.
If you’re trying to sell property without utilizing video, well, you’re just wasting opportunity. Video gets further reach and, thanks to autoplay, is more eye-catching than photos or text as people scroll past it in their Facebook or Twitter feeds.
Photos are important, but video takes your property to a higher level. You can have a professional shoot the video if you’d like, but even just you – walking around for a couple of minutes and recording with your smartphone camera – will work just fine.
YouTube offers some very simple tools for you to make the video a bit more professional.
Get that video loaded on YouTube and you can use it anywhere: embed it on your blog, on your website, and of course, across Facebook, Twitter, LinkedIn, and anywhere on the web.
And, of course, it’s also available to anyone searching for relevant properties for sale on YouTube. Of course, most people use Google, but you’d be surprised at the number of folks who now utilize YouTube as almost a defacto search engine.
Their search bar at the top of the YouTube page encourages users to do just that, and many people are discovering that YouTube is, in and of itself, an important search engine.
Don’t forget to “mark up” your video of real estate for sale or land for sale with the search tags pertinent to your property. You’ll come across those as you’re uploading the video.
Boost Your Facebook Posts
Everyone wants to market for free via social media, but Facebook ads can be surprisingly affordable. Better yet, they allow you to tightly target demographics, geographic areas, zip codes, and interest groups.
Want to market only to farmers in West Texas who like Ford trucks? You can do that.
Want to reach only males between 35-54 who are business owners and have vacationed in Florida? You can do that, too.
Explore their ad platform a bit and you’ll be astounded at how tightly you can narrow the list of consumers that see your advertisement.