Posts Tagged "real estate marketers"
New Facebook Ad Policy Means Big Changes for Real Estate Marketers
As of September 1, a new Facebook ad policy surrounding housing ads is in effect. Will these changes mean an end to real estate marketing on the social platform? Here’s what you need to know.
Facebook is no stranger to the limelight these days. From Cambridge Analytica and other confidence-shaking scandals to major changes to business pages, the only constant is … change. But this month’s new ad policies for special categories — including housing, employment, and credit — is set to have a major impact on real estate marketers.
Facebook settlement
To understand the changes and how they’ll impact marketers, we need to start from the beginning. On March 19, 2019, the National Fair Housing Alliance (NFHA), Communications Workers of America (CWA), and several regional fair housing organizations settled civil rights claims against Facebook. The NFHA and other organizations claimed that policies “unlawfully enabled advertisers to target housing, employment, and credit ads to Facebook users based on race, color, gender, age, national origin, family status, and disability.”
Changes from the settlement
The following rules are in place for housing (and employment and credit) ads as of September:
- Facebook will establish a separate advertising portal for creating housing, employment, and credit ads on Facebook, Instagram, and Messenger that will have limited targeting options to prevent discrimination.
- Facebook now has a separate page where users can search and view all housing ads, regardless of whether users have received the housing ads in their News Feeds.
- All advertisers will be required to certify that they are complying with Facebook’s policies prohibiting discrimination.
- Facebook will no longer allow ZIP code targeting. All ads must have a minimum 15-mile radius of a specific location.
- Facebook’s Lookalike Audience tool will no longer consider gender, age, religion, location or Facebook groups.
What the new Facebook ad policy means for real estate marketers
Time to put on our thinking caps! While we believe real estate marketers weren’t intentionally discriminating against anyone, microtargeting has become a major asset in Facebook’s paid digital advertising. Microtargeting allowed real estate marketers to segment potential customers, helping decide who marketers should target and create personalized ads for those leads. Without the ability to microtarget audiences, real estate markets will have to shift their ad strategy.
A flicker of hope
There could actually be some benefits from these new policy changes for real estate marketers. Facebook is creating a new tool that allows users to search all housing ads for rentals or sales (or finance of housing or for real estate-related transactions, such as appraisals and insurance). This tool could help boost brand awareness by making ads more widely available to audiences and increase organic reach for brands.
The jury is still out
Though Facebook is still a powerhouse for digital marketers (don’t forget the platform has over 2 billion active monthly users), time will tell how these Facebook ad policy changes will impact real estate marketing. In an age when customers are demanding more personalized, custom content, off-target ads seem like a step in the wrong direction. Tick, tock.
Related posts:
- 6 Social Media Don’ts for Property Management Companies
- Infographic: 5 Tips for Using Facebook Live for Real Estate Brands
- 3 Ways to Boost Your Real Estate Marketing with Video
Posts Tagged "real estate marketers"
Measure Social Media Success in Terms of Potential, not Dollar Amount
Social media gives you access to aspirational buyers and their networks, a benefit that can’t be quantified in dollars. It’s time to redefine social media success.
One of the trickiest things about implementing a social media strategy is that social media success can be difficult to measure. While most real estate professionals acknowledge that a social media marketing presence is important, it’s hard to make a case for resources when you can’t precisely quantify the value in terms of dollar amount.
Of course, you shouldn’t stop recognizing the importance of social media as part of a robust marketing strategy. You need to start thinking about value in terms of potential, rather than an immediate sale or rental.
Social media success in real estate will seem more attainable if you:
- Shift the focus from short-term sale to the long-term value of social media.
- Trust your efforts will pay off, even if not immediately.
- Find new ways to measure results over time.
Social media success comes from access to a new audience
Social media allows real estate professionals to discover and engage with a new segment of the market: aspirational buyers and renters. Suddenly, you are faced with an exciting prospect: access to a population that businesses in the past could not reach. Now that we can find out who they are, their long-term value cannot be overstated:
- They are your potential buyers.
- They can build brand loyalty for your business.
- They can engage with your properties.
According to a recent study published in MIT Sloan Management Review, aspirational buyers are likely to follow multiple brands on social media sites. Over half follow at least one brand that they haven’t made a purchase from. But, “our data suggests that they do plan to purchase in the future,” say the study’s authors. “Today’s followers are very likely to be tomorrow’s customers.”
It’s easy to see the implications for real estate marketing, as you can target your messaging for individuals who may not yet be ready to sign a contract, but who are following your properties with interest.
The social network = social media success
There’s another factor to consider regarding the value of social media marketing. At its core, these are networking platforms. That means you not only have access to a new audience base, but to their connections as well.
Your followers’ engagement on social media can expand the reach of your brand and properties, as they engage with their own networks. Putting a dollar value on such social reach is fairly meaningless — but it has the potential to add to your bottom line both now and in the future. For social media success, reach is an important part of the equation.
What’s more, a recent McKinsey study attributes word of mouth to be the primary influence for up to 50% of all purchase decisions. The study authors go on to say, “Followers who are not yet purchasers can share their experience with the brand, and deepen their commitment to the brand, even prior to that first purchase.”
It’s time we start thinking about social media success in this new way: in terms of potential and expanding value, rather than just immediate dollar amounts.
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
- How to Use Social Media Hashtags in Real Estate Marketing
Posts Tagged "real estate marketers"
10 Must-Follow Blogs for Real Estate Marketers
We recommend these blogs for real estate marketers who want to learn more about content marketing, social media, the real estate industry, and more.
One of the most exciting aspects of real estate marketing is that there’s always something new to learn. As technologies constantly evolve, there is an ever-growing field of ideas being generated and discussed—and every real estate marketer should be a part of it!
We’ve compiled this list, letting you in on 10 of our favorite blogs that we think you should be following, too. You’ll find information and ideas about overall best practices, social media use, writing effective content, and more.
10 must-follow blogs for real estate marketers
1) HubSpot Marketing
HubSpot Marketing is a phenomenal resource for all content marketers, including real estate marketers. It covers everything you need to know to become a marketing whiz. Topics include SEO, blogging, social media, lead generation, email marketing, lead management, analytics, and more.
2) Social Media Today
Social Media Today is a great go-to resource for all things social media. The blog frequently features insights from leaders in the field. And SMT’s team of influencers covers topics including social media developments, trending, social marketing, digital strategy, and content marketing.
3) Propmodo Real Estate
Propmodo Real Estate is the place for cutting-edge insights into how technology is changing the way commercial real estate is acquired, managed, and used. This multimedia site follows people, practices, and tools that are shaping the business of real estate.
4) RIS Media
RIS Media’s blog is a good resource for practical, actionable marketing tips. You can find articles that guide you through things like landing pages and community pages, as well as wider insights and market reports.
5) BombBomb
Another real estate-specific site, BombBomb’s blog is dedicated to building relationships through video to create more opportunities in email, text, and social media. It’s particularly strong on email marketing, which is still the most profitable form of marketing online.
6) Quicksprout
While he doesn’t focus specifically on real estate, Quicksprout writer Neil Patel shares excellent advice for getting and converting traffic. It’s not difficult to find actionable ideas and apply them to real estate marketing.
7) Geek Estate
Another good choice for the tech-savvy marketer, Geek Estate focuses on what’s happening in real estate technology — for example, the changes happening with Zillow and Trulia. This is a great resource for being on the cutting-edge of upcoming trends.
8) OutBound Engine
A good resource for the nuts and bolts of lead generation tactics, OutBound Engine has practical tips and catchy, readable material.
9) Backlinko
Backlinko is your new go-to for all things SEO. Since real estate marketers often struggle with search engine ranking, Backlinko offers real estate-specific SEO articles chock full of great advice.
10) Get Vero
GetVero is another great choice for email marketing ideas. While not real estate-specific, this blog details newsletters, drip sequences, follow-ups, and more.
What blogs for real estate do you follow?
Related posts:
- A Visual Guide to Social Media Posting Frequency for Real Estate
- 4 Types of Content You Need to Sell Real Estate (Besides Listings)
- 4 Real Estate Marketing Trends 2018
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