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How can estate agents use Facebook Ads?

How can estate agents use Facebook Ads?

If you’re looking to generate leads for your estate agency it can be hard to know which platforms will work best for you.

However, with over 30 million users per month in the UK, the chances are that your audience will be using Facebook.

While posting to your business page helps to build your brand with those that already follow you, targeted advertising campaigns get you noticed quickly by those that don’t, generating more leads.

Why use Facebook advertising?

Firstly, while we refer to Facebook, the platform is actually now known as Meta and covers advertising not just on Facebook – but across Instagram, other networks and within specific apps.

The combined monthly active users across Facebook, Instagram and Whatsapp has surpassed 3.6 billion users globally. And while you may hear stories of Facebook usage reducing, it’s still accessed daily by 44% of the UK population.

Facebook Ads give you the opportunity to deliver your message directly to your ideal audience, be they vendors or landlords right where they are – on their Facebook feed.

How do Facebook Ads work?

Firstly, ignore that button that tells you to ‘boost this post’. That’s not what Facebook advertising is really about.

Instead, set up an Ads manager account to properly use Facebook Ads to their full advantage.

By doing this you get access to a range of tools which will help you to better focus on the actions you want your audience to take when you show them an advert.

Facebook gives you the ability to choose campaign types based on the action you want a user to take – common ones which are beneficial to estate agencies include:

  • Traffic Campaigns: Drive users to your website
  • Conversion Campaigns: These are designed to get a user to take a specific action on your website or a landing page. For example, this could be to make an enquiry, or to use an online valuation tool
  • Lead Generation: Lead generation campaigns work by asking users to fill in a form on Facebook. These can work exceptionally well if you have a ‘freebie’ (often referred to as a lead magnet) to offer. This could be something like a specific area report, or a guide for landlords on an interesting subject

Targeting on Facebook can be based on a range of user behaviours and your own data. For example, you may target people in a specific demographic, or choose to retarget users who have already been on your website. It’s worth bearing in mind though that some housing adverts may be restricted, so always check Facebook’s policy first.

Just remember though, like any other type of advertising campaign, Facebook Ads are designed to build initial awareness, but how you nurture leads you collect is just as important. So, when creating a Facebook campaign, do consider what happens next – such as follow up emails or other actions.

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Attracting landlords with email marketing

Attracting landlords with email marketing

Average rental prices in the UK have skyrocketed over the past year, with Nationwide reporting a 14.3% growth in the UK.

In addition, new mortgages taken out in 2021 have increased, as buy-to-let landlords come back into the market.

While it’s clear to see that there is a renewed appetite from investors to re-enter the lettings market, as a lettings agency how can you ensure that you are attracting landlords?

Email marketing can be one of the most direct and effective ways to build your brand and entice landlords to use your services.

We explore the benefits of email marketing when attracting landlords.

Nurture trust

If you run a lettings agency or property management company, you’ll know that trust is absolutely vital between your business and your landlords clients. After all, they are asking you to look after one of their most valuable business assets.

While they are initially looking for an agency who will source good tenants, they also want to make sure that you can act as a trusted advisor. They may ask you for advice on what legislation they need to be aware of, tax implications and managing tenant queries, for example.

Direct email marketing gives you the opportunity to prove your knowledge. You can share articles about changes to law, provide case studies on how you have dealt with challenges and show your local knowledge with regular market updates.

Stay ‘top of mind’

Whether your email list is made up of potential clients who have previously reached out but found tenants elsewhere, or those who perhaps downloaded a lead magnet, if you offer valuable content these potential landlord clients will remember you.

In a buoyant market it can be difficult to be the first agency to secure a tenant. However, by ensuring that you stay in touch with landlords who have contacted you – you help to future proof your estate agency or lettings company.

Upsell your property management services

Offering property management services is an ideal way to introduce recurring revenue into your agency.

Landlords often want to be ‘hands off’ with their tenants. However, while they may be less choosy about who sources a tenant, they want to know that their property is managed by a company who is professional, trustworthy and knows what to do if things go wrong.

Email marketing allows you to build that trust and show your track record.

Additionally, don’t forget your existing landlords who may be on a tenant find only service. While many inexperienced landlords may initially feel that they wish to manage their property themselves, many underestimate the time it can take to organise things like repairs, safety inspections and liaising with their tenants.

Keep showing the value of your property management services through your emails.

If you are looking for an email solution to attract more landlords, BriefYourMarket can help.

From monthly newsletters to sales-led email sequences, we help you to build a suite of content to showcase your brand to landlords.

 

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To request a call-back from a member of the team, please enter your details below.