Ever wondered which Facebook ad can boost your real estate business online? In a world where every click counts, choosing the right ad strategy is crucial. Whether you’re a seasoned entrepreneur or a start-up founder, getting into Facebook ads can be both interesting and a bit challenging.
In this guide, we’ll explain the ins and outs of real estate Facebook marketing. We’ll avoid complicated technical terminologies and focus on simple insights that make sense for real estate agents and builders like you. So, get ready as we explore the dynamic world of Facebook ads management, designed specifically for the unique needs of real estate businesses in India.
Mordor Intelligence – Real Estate Market in India Size & Share Analysis – Growth Trends & Forecasts (2023 – 2028)
Before delving into advertisements, let’s take a quick look at the staggering size of the real estate market in India. According to data from Mordor Intelligence, Statista, Timesnownews, and Sobha Ltd, the estimated market size is a whopping INR 265.18 billion in 2023, equivalent to approximately USD 3.4 billion. Projections indicate a robust growth trajectory, with a Compound Annual Growth Rate (CAGR) of 25.60%, aiming to reach INR 828.75 billion by 2028.
Within this expansive market, the residential sector takes the lead, constituting a substantial 70% of the total market size. Following closely is the commercial sector, comprising 20%, while the industrial sector makes up the remaining 10%. Notably, the real estate landscapes of Mumbai, Delhi NCR, Bengaluru, Chennai, and Hyderabad emerge as pivotal, boasting the highest market sizes among Indian cities.
Do Facebook ads work for real estate?
In the competitive Indian real estate market, using Facebook real estate ads for agents is a must. With a massive 400 million users in India, Facebook’s reach is unmatched. It helps you precisely target your audience, ensuring your ads reach the right people for maximum impact.
Considering the limited attention span in the digital world, the numbers are crucial. Indians spend about 2.5 hours daily on social media, and 52% of homebuyers turn to Facebook for property searches. In key real estate hubs like Mumbai, Delhi NCR, Bengaluru, Chennai, and Hyderabad, using Facebook ads strategically becomes essential for standing out and connecting with potential clients.
How can you use real estate Facebook ads different objectives?
Awareness objective
Imagine the anticipation as you prepare to launch a ground-breaking real estate project in Mumbai’s competitive market. Opting for the awareness objective on Facebook, your ads become a visual spectacle. They unveil captivating visuals of your project, offering a sneak peek into its unique features and architectural marvels. This not only introduces your brand to a wide audience in the city but also generates excitement and curiosity about what makes your real estate offerings stand out.
Traffic objective
Now, consider a scenario where you’ve recently revamped your real estate website, loaded with updated property listings and insightful content. By choosing the traffic objective on Facebook, you guide users directly to your website.
These ads entice potential clients to explore your listings, delve into informative content, and discover the full spectrum of your real estate services. It’s a strategic move to not just showcase your offerings but to actively drive interested users to your online hub for a comprehensive experience.
Engagement objective
Prioritizing community engagement, envision hosting a virtual event to discuss the latest trends in real estate. The engagement objective on Facebook becomes your tool to spark interaction. Your ads invite users to like, share, and comment on event posts, fostering a vibrant online community around your brand.
This dynamic engagement not only creates a buzz but also positions your real estate business as an active participant in industry discussions, enhancing credibility and trust.
Leads Objective
Now, for a real estate business aiming to generate leads or walk in’s for a new residential development, the leads objective takes centre stage. Facebook ads guide interested individuals to a dedicated landing page designed for action. Here, they can seamlessly fill out forms to receive more information, book site visits, or express their keen interest in the project. It’s a strategic approach to converting interest into tangible leads, providing valuable opportunities for direct engagement.
Sales Objective
Lastly, in the pursuit of driving actual property sales, envision offering exclusive discounts for a limited time on select properties. The sales objective on Facebook becomes your accelerator for these deals.
How to target buyers for real estate leads
Optimizing real estate Facebook ads for actions like contacting your sales team, scheduling property visits, or completing purchases directly through the ad, this strategy transforms interest into swift, tangible results. It’s a powerful way to capitalize on the urgency created by exclusive offers, driving immediate action and facilitating successful real estate transactions.
First-time home buyers
As young individuals take their first steps into the real estate market, their focus is on finding affordable solutions for their initial home purchase. They are interested in mortgage advice, first-time homebuyer programs, and home décor and DIY. By utilizing Facebook’s “Behaviours” and “Interests” targeting options, a custom audience can be created, comprising those engaged with virtual tours or home-buying guides. For instance, ads tailored for users aged 25-35 in metro areas, interested in first-time homebuyer programs, can be particularly effective.
Homeowners & sellers
Moving along the real estate journey, current homeowners looking to sell their property seek effective strategies, insights into market trends, and tools to streamline the selling process. Their interests lie in real estate market trends, property selling tips, and home improvement. Through Facebook’s “Behaviours” and “Interests” targeting options, a custom audience can be formed, including those who have visited your property valuation tool on your website. Additionally, developing a lookalike audience based on your current client list can expand your reach. Consider setting up ads for users aged 30-60, homeowners interested in real estate trends, and those who have visited your property valuation tool.
Investors
For individuals with a keen interest in real estate investments, the quest is for lucrative opportunities, insights, and expert advice to optimize their investment portfolio. They are interested in investment strategies, finance, and real estate investment trusts (REITs). Utilizing Facebook’s “Behaviours” and “Interests” targeting options is key, along with developing a lookalike audience based on existing investors or high-value clients. For example, ads designed for users aged 35-60 with interests in investment strategies and finance can attract potential investors.
Downsizers
As individuals, often retirees, contemplate downsizing, their preferences lean towards smaller homes with low maintenance or vibrant retirement communities. Interests include downsizing tips, retirement planning, and 55+ communities. Utilizing Facebook’s “Behaviours” and “Interests” targeting options, a custom audience can be formed, including those who have engaged with content related to downsizing or retirement communities. For instance, ads can be set up for users aged 50-70 interested in downsizing tips, retirement planning, and those who have engaged with past content on 55+ communities.
Luxury market
In the realm of luxury real estate, affluent individuals with high purchasing power are drawn to high-end properties, exclusivity, and premium amenities. Their interests encompass luxury lifestyles, high-end brands, and exclusive travel destinations. By leveraging Facebook’s “Behaviours” and “Interests” targeting options, and developing a lookalike audience based on existing luxury home buyers or high-net-worth clients, ads can be tailored. Consider setting up ads for users aged 35-65 interested in luxury lifestyles, high-end brands, and those who match the characteristics of your current luxury home buyers.
Relocators
As individuals plan to relocate, their focus shifts to gathering information about the destination, insights into local neighbourhoods, and services facilitating a smooth relocation. Interests include city guides, neighbourhood reviews, and relocation services. Utilizing Facebook’s “Behaviours” and “Interests” targeting options, along with location targeting, ads can be customized. For instance, set up ads for users aged 25-55 interested in city guides, neighbourhood reviews, and currently residing in areas known for high rates of relocation.
Local residents
Finally, for current residents, the interest lies in local events, community activities, and information that enhances their connection with their region. They are interested in local events, community activities, and regional pride. By utilizing Facebook’s “Behaviours” and “Interests” targeting options and incorporating engagement data from local events or polls, custom audiences can be created. For example, ads can be set up for users aged 25-60 interested in local events, community activities, and those who have engaged with past local pride campaigns.
By seamlessly connecting these interests, behaviours, custom audiences, and lookalike audiences, your Facebook ads can precisely target each customer persona, maximizing the impact of your lead generation efforts.
What type of Facebook Ads work best for real estate?
Facebook offers a variety of campaign types tailored for diverse objectives. Drawing from our experience, we’ve identified specific campaigns that can greatly benefit Facebook real estate ads for agents and builders. Let’s explore these effective campaign types.
Facebook lead ads
When the goal is to generate leads and gather valuable information from potential clients, Facebook Lead Ads are an excellent choice. Consider utilizing these ads in scenarios where you want to generate pre-launch interest for a new real estate project. For instance, if you’re about to launch a new building project development or have exclusive pre-launch offers, use Facebook Lead Ads to capture leads. Prompt users to express interest in receiving exclusive pre-launch details, pricing, or early access.
Click to website ads
To drive traffic to your real estate website and showcase property listings, Click to Website Ads are a powerful tool. Imagine you have an updated list of property listings on your website. Use Click to Website Ads to direct users to your site, where they can explore the range of available properties, access detailed descriptions, view high-quality images, and engage with any virtual tours or 3D walkthroughs you may have.
Click to call ads
In situations where direct communication is key, Click to Call Ads prove to be highly effective for real estate businesses. Consider using these ads during events like open houses or when potential clients may want to inquire about a property promptly. Encourage users to call directly from the ad for quick responses and to schedule property visits.
Click to message ads
For personalized and instant communication, Click to Message Ads are a valuable option. Suppose your real estate business offers personalized consultations or guidance. Use Click to Message Ads to prompt users to send direct messages for inquiries, consultations, or to discuss specific requirements. This encourage a more personal and immediate connection with potential clients.
By strategically incorporating these examples into your Facebook marketing strategy, you can enhance your real estate business’s online presence, generate leads, and foster meaningful connections with your target audience.
Real estate Facebook ad examples from top builders in India
The Shivalik Group’s Facebook ad demonstrates several effective practices for real estate promotion:
- Regional Language Appeal: The use of Hindi adds a personalized touch, connecting with the local audience and creating a sense of familiarity.
- Highlighted USPs with Emojis: By emphasizing Unique Selling Propositions (USPs) with relevant emojis, the ad makes key features easily noticeable and visually appealing. This can enhance engagement and comprehension.
- Quality Image: The inclusion of a high-quality image ensures a visually striking presentation, capturing attention and showcasing the property in the best light.
- Property Details: Mentioning the size of the property (1505 SQFT) and the starting price (58.75 Lakhs) provides crucial information, allowing potential buyers to quickly assess whether the property meets their criteria.
- Leads Campaign with Quote Request Option: Opting for a leads campaign with an option to request a quote directly on Facebook streamlines the lead generation process. It makes it convenient for interested individuals to express interest and inquire about the property.
The Pacifica Companies’ Facebook ad for luxurious villas exhibits several effective elements:
- Clear Luxury Messaging: The mention of “Luxurious Villas” immediately conveys a premium offering, targeting a specific audience interested in high-end properties.
- Transparent Property Details: Clearly stating the pricing (1.6Cr) and the size of the property (4 & 5 BHK) provides potential buyers with essential information at a glance.
- Complete Address: Including the full address adds transparency and enables interested parties to visualize the location, contributing to informed decision-making.
- Visual Appeal: Although not explicitly mentioned, a high-quality image is presumed to be included, ensuring that the visual presentation aligns with the luxurious theme.
Sobha Ltd’s Facebook ad showcases several commendable elements:
- Project Specifics: Clearly stating that it’s the first project in Thiruvananthapuram provides a sense of exclusivity and importance to the development.
- USPs – Quality and Nature-rich Living Spaces: Emphasizing the Unique Selling Propositions of top-quality and nature-rich living spaces reinforces the value proposition, catering to individuals seeking premium and environmentally conscious living.
- Link to RERA Approval: Providing a link to the RERA adds a layer of authenticity. This assures potential buyers that the property is approved by the government, contributing to transparency and regulatory compliance.
Prestige Group’s Facebook ad for a prelaunch event demonstrates effective strategies for creating awareness:
- Awareness Campaign Approach: Positioning the ad as an awareness campaign is a strategic move, creating anticipation and interest among the audience about the upcoming launch.
- Teaser Element: Using the ad as a teaser adds an element of mystery, building curiosity and excitement among potential buyers. This approach can generate anticipation and a sense of exclusivity.
- Showcasing Experience: Highlighting the experience of making properties in top cities like Bengaluru and Mumbai establishes the developer’s credibility and expertise. This is particularly important for potential buyers who associate the developer with successful projects in other prominent locations.
- Creative Design: The creative design, featuring the new project launch image with the text “Arriving Soon” and specifying the location as “Rajendra Nagar,” is visually appealing and effectively communicates key information in a concise manner.
Godrej Properties Limited’s video ad for premium homes in Gurgaon effectively communicates key features:
- Video Format: Utilizing a video format engages the audience more dynamically, allowing them to visually experience the premium properties and amenities.
- Pricing Transparency: Mentioning the starting prices for 2 & 3 BHK homes (starting from 1.6 CR) provides potential buyers with immediate pricing information, aiding in quick decision-making.
- Highlighting Premium Features: Successfully highlighting the premium nature of the properties with specific USPs, such as 101 activities, a clubhouse with entertainment and leisure facilities, strategic location near the expressway and airport, and being surrounded by four golf courses, adds significant value.
- Location Details: Providing the specific location, Golf house Road, adds clarity and helps potential buyers visualize the strategic positioning of the property.
Top real estate Facebook pages in India
Check out these top real estate Facebook pages who showcase stunning properties videos and images, offer expert insights, and engage Facebook audiences with their informative posts. These pages connect buyers and sellers in the dynamic world of real estate, fostering a sense of community and trust among their followers. Explore these top pages for inspiration and valuable real estate resources.
- RK Mumbai Realtors, Mumbai
- Rama Reality, Ahmedabad
- M Sanvi Real Estate, Delhi
How much does real estate Facebook marketing cost?
Running real estate Facebook ads in India can start from as low as 100 Rs/day. The cost depends on factors like your ad’s goal, the people you want to reach, and the competition in your area. If you want to show your ad to more specific groups or in popular locations, it might cost a bit more. It’s like deciding how many people you want to see your ad and where. Keep in mind that you can control your budget, and Facebook helps you get the most out of it. So, whether you’re a big business or a small one, you can find a budget for Facebook ad management that works for you.
Understanding Facebook ad models: CPM, CPC, CPL, and CPA Explained
Facebook uses various ad models to run campaigns. Here’s a brief explanation of some common ones:
- CPM (Cost Per Mille): With CPM, you pay for every thousand impressions (views) your ad receives, regardless of clicks or actions taken. It’s useful for campaigns focused on building brand awareness.
- CPC (Cost Per Click): In the CPC model, you pay when someone clicks on your ad. This is suitable for campaigns where you want people to visit your website or take a specific action.
- CPL (Cost Per Lead): CPL involves paying for each lead generated through your ad. A lead might be someone who signs up for more information or fills out a form on your website.
- CPA (Cost Per Action): CPA is a model where you pay for a specified action, such as a sale, download, or form submission. It’s performance-based, focusing on desired outcomes.
These models offer flexibility, allowing advertisers to choose the one that aligns with their campaign goals. If you aim to increase visibility, CPM might be suitable. If you want direct engagement, CPC is often preferred. For specific actions or leads, CPL and CPA can be effective. Each model caters to different campaign objectives and desired outcomes.
Best practices for crafting high-converting real estate advertising on Facebook
Creating high-converting Facebook ads for real estate involves implementing several best practices. Here are some tips:
- Compelling Visuals: Use high-quality images or videos showcasing the property. Images should be clear, well-lit, and highlight key features.
- Clear Value Proposition: Clearly communicate the unique selling points (USPs) and value proposition of the property. Explain what sets it apart from others in the market.
- Targeted Audience: Define a specific target audience based on demographics, interests, and behaviours. Tailor your ads to resonate with the needs and preferences of the intended audience.
- Concise Copy: Keep ad copy concise and focused. Highlight key information such as property size, features, and location. Use clear and compelling language.
- Use of Social Proof: Incorporate customer testimonials, positive reviews, or any awards or recognitions received by the property or developer to build trust.
- Strong Call-to-Action (CTA): Include a clear and compelling CTA that encourages users to take the desired action, whether it’s visiting a website, scheduling a tour, or contacting the sales team.
- Mobile Optimization: Ensure that your ads are optimized for mobile devices, as a significant portion of users access Facebook from mobile devices.
- Local Relevance: Tailor your ads to the local audience. Mention nearby amenities, landmarks, or community features that might appeal to potential buyers in that location.
By incorporating these best practices, you can increase the effectiveness of your real estate Facebook marketing and improve conversion rates.
Conclusion
Elevate your real estate advertising on Facebook with these proven Facebook ad strategies. From captivating visuals to precise targeting, these best practices empower you to create high-converting ads.
In your journey through the dynamic landscape of real estate advertising on Facebook, consider the expertise of HND Solutions. With 15 years of certified experience, we specialize in PPC and excel in lead generation. For real estate advertising on Facebook, Google ads or on Instagram partner with us, to unlock the full potential of your real estate marketing campaigns.
Get in touch with HND Solutions for Free Consultation to harness results-driven strategies that propel your business forward. Our commitment to excellence ensures that your real estate endeavours not only meet but exceed expectations. Ask us now!
