In today’s digital age, real estate agents and agencies have a myriad of advertising platforms at their disposal. Choosing the right one can make all the difference in reaching genuine, motivated property shoppers. For real estate professionals looking to drive impactful results, a dual approach — using Housing Market Ads to capture initial interest and Facebook Ads for retargeting— can maximize reach and ROI.
Why Housing Market Ads? Targeting Actively Engaged Property Shoppers
Housing Market Ads is specifically built for the real estate market. It provides a powerful tool for reaching property shoppers who are already in the market and actively searching for a home. Here’s why this matters:
- Qualified Leads, Ready to Buy
Unlike other advertising platforms, Housing Market Ads zeroes in on actively engaged shoppers. These aren’t people casually browsing real estate content or stumbling upon ads—they’re qualified leads who are actively seeking property listings, making them high-value targets. With Housing Market Ads, your ad dollars are spent on reaching people who are more likely to convert into buyers.
- Fixed CPM for Predictable Costs
Real estate agents and agencies face intense competition on platforms like Google and Facebook, where advertising costs can fluctuate dramatically. Housing Market Ads offers a fixed CPM rate, currently set at $10, which allows for consistent budgeting and predictable costs. For real estate professionals, this means the ability to plan campaigns with more confidence, knowing exactly what they’re spending per impression.
- International Reach with Local Focus
Housing Market Ads is designed to target property shoppers in multiple countries, enabling real estate agents to expand their reach without losing precision. This international targeting capability is ideal for agencies that manage properties in different regions or cities, as it ensures ads are seen by qualified buyers across various locations.
Why Not Facebook Ads Alone?
Facebook Ads is a powerful tool for broad audience engagement, but it has some limitations for real estate advertisers looking to connect directly with serious property buyers.
- Broad Targeting, Narrow Impact
Facebook’s algorithm is excellent at reaching large audiences, but when it comes to finding property-specific, qualified leads, it lacks the precision of a platform like Housing Market Ads. Facebook Ads primarily targets based on interests, demographics, and behavior, which can result in a broader but less engaged audience.
- Unpredictable Costs and Limited Real Estate Focus
Facebook Ads operates on a dynamic pricing model, meaning CPM and CPC rates can spike depending on the season, market conditions, and competition. While effective for brand awareness, these ads might not directly lead to conversions if your goal is to connect with active property buyers.
- Fewer Real Estate-Specific Filters
While Facebook offers various targeting options, it lacks real estate-specific tools, making it harder to filter out leads that aren’t actively in the market for property. This can lead to higher ad spend on audiences who may never be interested in purchasing real estate.
How to Use Facebook Ads as a Retargeting Tool
Once Housing Market Ads has done its job of bringing in qualified leads, Facebook Ads becomes a powerful asset for retargeting and staying top of mind with these potential buyers. Here’s how this strategy works:
- Engage Leads Who Show Interest
When you first capture leads through Housing Market Ads, you’ve identified people who are serious about buying. By tracking those who click or inquire, you can use Facebook to retarget these specific users and keep them engaged with your brand.
- Reinforce Your Brand with Visual Content
Facebook’s visual and dynamic nature allows you to showcase properties with eye-catching images and video tours. Use retargeting to remind potential buyers of the properties they viewed, provide updates on availability, or showcase similar listings.
- Tailor Follow-Up Messaging
Retargeting lets you nurture leads by delivering highly tailored messaging. For example, you could create a sequence of ads with tips on home buying, neighborhood insights, or market trends, which adds value and builds trust with leads who may still be considering their options.
- Increase Conversions by Staying Top-of-Mind
Buying a property isn’t an overnight decision. Retargeting keeps your brand visible during a prospect’s decision-making journey, increasing the chances they’ll choose you when they’re ready to make a move. By showing up in their Facebook feed, you can gently nudge them toward a purchase without the need for constant cold outreach.
Maximizing ROI with the Right Ad Strategy
Using Housing Market Ads and Facebook Ads together offers a balanced, high-impact advertising strategy. Here’s how to get the best results:
- Start with Housing Market Ads for Initial Contact
Begin with Housing Market Ads to attract actively engaged property buyers who are already in the market. This approach helps filter out casual browsers and ensures your ad budget targets qualified, high-intent leads.
- Retarget on Facebook to Build Relationships
After capturing leads on Housing Market Ads, use Facebook Ads to retarget and build a relationship with them. Through retargeting, you can keep your properties and services top-of-mind, nurturing leads as they progress along their buying journey.
