including security deposits, over Facebook Pay.
SET UP A SOCIAL MEDIA AD CAMPAIGN Every social media platform offers paid advertising, and your ads are displayed to the target audience you choose. Most ads are pay-per-impression or pay-per-click, which means you only spend your marketing budget when your ads get seen or clicked on, often by those who don’t already follow your page. Social media ads work well, particularly if you have a property that is harder to rent, or if you want to make it easier for potential tenants to contact you. Industry average conversion rates for social media ads can vary—hovering around 1% to 3% for most platforms—so be sure to consider your return on investment when reviewing your data at the end of each campaign before starting a new one.
can also film them with your phone’s camera, so there’s no need to hire a professional videographer to make these impactful pieces of content. LIST OPEN HOUSE EVENTS ON FACEBOOK Take advantage of the free Facebook events functionality to list open houses and invite your followers. Encourage them to share with their friends, family members, and co-workers who may be looking for a new place to live. In your event listing, add a compelling photo of the property that highlights its biggest selling point, whether that’s its spacious living room, a community pool, or a gorgeous exterior with incredible curb appeal. Include a property description that highlights the property’s top amenities, including number of bedrooms and bathrooms. Be sure to share your event on your professional page’s timeline and write posts to promote it a few times leading up to its scheduled date.
USE FACEBOOK MARKETPLACE FOR RESIDENTIAL
RENTAL PROPERTIES Facebook Marketplace is free to list residential rental
properties. Although you may not find many tenants on Facebook Marketplace, using it allows you to share properties for rent via your professional profile. Most Facebook Marketplace users are between 25 and 35 years old, and women are more likely to use the feature than men. For many real estate markets, this age group is a highly targeted audience for residential rentals. Consider Facebook Marketplace as an ancillary listing place for your properties; it isn’t as effective as your local MLS, Zillow, or Trulia, so prior - itize posting there before branching out to social media listings. A word of caution: Be mindful that Facebook Marketplace scams are common. Never provide anyone with a code that was texted to your phone, and never accept money,
RELY ON DIGITAL MARKETING EXPERTS
If you’re struggling to build your business’s social media presence or to create an effective marketing strategy, it might be time to connect with a digital marketing agency to help you achieve your business goals in the real estate industry. Through meaningful data analysis, these experts can continually monitor and adjust your digital marketing campaigns to deliver results. •
Jenifer Calandra’s decade of marketing experience in a range of industries gives her a unique perspective on strategy. A professional writer, Jenifer crafts brand
stories in her role at iFocus Marketing to help engagement with a brand’s target audience. Learn more at ifocusmarketing.com.
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