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Are you a real estate agent running Facebook ads and thinking about maximizing your conversion rates? If so, then this guide will give you actionable insights on how to design high converting Facebook ads across the Home Buyer’s Purchase Journey.

Your Guide ToDesigning Real EstateFacebook Ads

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Introduction

Facebook ads are all about targeting the respective stages of the home buyer’s journey. If you want to create Facebook ads that capture actionable leads, focus on the stage specific needs of the buyer and then fulfill them through the Facebook ad and content.

The Home Buyer’s journey from home search to sale

Overall, the idea is to attract these buyers with varied qualification levels and then push them for higher qualification. With the help of a lead conversion platform, you can make these leads transact over a period of time while saving the human effort you would have spent otherwise.

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In order to capture the lead, these elements should be optimized to attract attention and then qualify the prospect with respect to the stage you are targeting. For simplicity, we have merged the text copy and heading into a single point in this guide. So, let’s dive in and learn to create Facebook ads for each stage of the buyer’s journey.

A Facebook ad consists of 5 key elements that you need to master in order to capture high quality real estate leads. These are-

1. The Text Copy2. Featured Image3. Heading4. Link Description, and5. Call to Action

The Five Elements of a Facebook Ad

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In this stage, the buyers have a developed mental picture of their dream home. They might have a preference for the type of house, the view, locality and other details they want to have in their dream home.

Hence, the ads you create for this stage must have some aesthetic appeal to them. Since Facebook’s algorithm serves contextual ads on clicks, eye catching ads could earn a click for other Facebook ads to follow.

Stage 1 - Home Search

1. Heading and Text should convey buyers to check out, and link to the property page.

2. Images should have an aesthetic appeal.3. Link description should talk about the home type or location.4. Links and call to actions should direct to more information on a

Facebook page or your website.

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Stage two buyers know about the type of home they want to purchase. A lot of them may also have a faint idea on the neighborhood they want to live in. Facebook ads targeted to this stage should clearly advertise the home type along with the neighborhood.

These ads are little further into the funnel and can be clubbed with ads designed for Stage one.

Stage 2 - Type of Home

1. Heading and Text should convey the home type (example - single family home).

2. Image - a shot of the home from the outside or rooms etc. 3. Link description may extend the ad by adding location /

neighborhood details.4. Links and Call to Action should direct the lead to a guide or

content on home type options available locally.

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Stage 3 buyers are quite serious about their home hunt and much more likely to transact in the near future. Buyer’s at this stage have decided on the type of home they want, but are unsure about the neighborhood. This often happens because may be held back by the budget or some other financing issues.

This is why the ads should focus on highlighting neighborhood price ranges, showcasing sample properties, suggesting budget friendly neighborhoods etc.

Stage 3 - Type of Neighborhood

1. Heading and Text should mention the locality and the home type.

2. Images - a shot of the locality or neighbourhood. 3. Link description may contain information about locality or

neighborhood guide. 4. Link may redirect them to a guide about neighborhood options,

while the Call to Action must capture the lead on Facebook itself using Facebook Lead Ads.

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In this stage, the buyer has a set a maximum limit on the budget they are willing to spend. Hence, ads targeting these leads should mention price range of various properties or help the leads figure out prices with respect to locality and property types.

Stage 4 - The Home Budget

1. Heading and Text should have a price range.2. The image may have a calculator along with the picture of the

property.3. Link description may contain information about a free tool that

suggests neighborhoods and property types based on your home budget.

4. Link may redirect them for free budget evaluation/consultation and the call to action may capture the lead on Facebook.

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This is one of the most actionable stages in the home buyer’s journey. You can be pretty sure the transaction will happen soon and create ads to help buyers understand the mortgage application process and information on financial assistance programs, lenders, credit repair agencies etc.

Stage 5 - Seeking Finance

1. Heading and Text should mention assistance, lending, credit repair or any key term related to financing. Mention free offerings, if any.

2. Provide some backdrop of consultation or human faces in some form.

3. Link description can extend the proposal.4. Call to action should redirect to a Facebook page, web page of

your website or a guide for deeper qualification.

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This stage is deep into the buyer’s journey and the buyer has pretty much made the decision to buy a home and might be looking to reduce their interest rate on the loan. Hence, the ads should be created along similar themes.

Stage 6 - Mortgage

1. Heading and Text may talk about ease of getting pre-approved for mortgage.

2. Image may have happy human faces.3. Link description may invite customers for a free consultation. 4. Link and Call to Action may direct to a website or some free tool

for mortgage calculation.

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Open house is the last stage where the buyer wants to see and experience homes in person. A lot of times buyers may visit an open house before they go into the financing and mortgage process. This is why open house ads can be coupled with bottlenecks from the previous stages of the buyer’s journey.

Stage 7 - Open House

1. Heading and Text may suggest some potential open houses paired with the location, financing, and mortgage.

2. Image may contain a picture or a view of the property.3. Link description can extend the heading or lead them to the

property.4. The call to action can get the lead to sign up to attend the open

house or receive notifications about similar houses coming into the market.

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Sale ads are meant to do two things -- demonstrate your ability and advertise other properties in the same ad.

Stage 8 - Sale

1. Heading and Text may talk about your previous clients and their success stories.

2. Image may contain the picture of your past buyers standing in front of their properties.

3. Link description may talk about customer satisfaction and testimonials.

4. Link and call to action can direct to buyer testimonials or zillow reviews.

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