In 2024, Facebook is a real game-changer for estate agents looking to get more visibility, attract buyers, and generate leads. With its massive audience and smart targeting tools, Facebook is an excellent platform for promoting your property listings, building brand awareness, and connecting with local clients.
Let’s take a look at why Facebook marketing is a smart move for estate agents and how you can make the most of it using organic, paid, and page marketing strategies.
With 2.96 billion monthly active users, Facebook remains one of the largest social media platforms in the world, offering estate agents the chance to reach potential clients at a scale that’s hard to match. But why is Facebook so well suited to the property market? Let’s break it down.
Estate agents need to focus their marketing on local areas, and Facebook’s targeting options let you do just that. You can ensure that your ads and posts reach people in specific towns or postcodes. 70% of Facebook users are connected to a local business, showing how effective the platform is for that hyper-local engagement.
Whether you're targeting first-time buyers, renters, or sellers, Facebook’s tools help you reach the right people in your area.
The property market is all about visuals, and Facebook is perfect for this. Video content generates 59% more engagement than other post types, making it ideal for virtual tours, property showcases, or just highlighting the best features of a listing. Eye-catching photos and videos help grab attention and keep potential clients interested.
Facebook Ads are surprisingly affordable. In 2023, the average cost-per-click (CPC) was just £0.97, which makes Facebook a cost-effective option compared to traditional advertising. You can start with a small budget, run targeted ads, and get your listings in front of the right people without breaking the bank.
Retargeting allows you to reach people who have already shown interest in your agency. With Facebook Pixel, you can track visitors to your website and show them relevant ads again, reminding them about the services they've viewed. This is a great way to stay on their radar and increase your chances of getting them to take the next step.
Facebook offers detailed analytics so you can see how well your posts and ads are performing. You can track everything from clicks to conversions, helping you adjust your strategy to get the best results. This data-driven approach lets you spend your budget wisely and focus on what’s working.
Trust is crucial when it comes to buying or selling property. Encouraging clients to leave positive reviews on your Facebook page can go a long way in building your reputation. 93% of consumers are influenced by online reviews when making decisions, so having those reviews front and centre on your page can help bring in more instructions.
To really make the most of Facebook, estate agents should use a mix of organic posts, paid ads, and good page management. Here’s how you can get the balance right:
Organic marketing involves growing your reach naturally, without spending money on ads. While it’s more of a long-term strategy, it’s great for building trust and engagement. Here’s what you can do:
Organic marketing takes time, but it helps build a solid foundation for your online presence.
Paid advertising on Facebook lets you see immediate results. For estate agents, it’s a fantastic way to:
Paid ads are an excellent way to get your agency and your properties seen by the right people quickly, making them ideal for time-sensitive listings or promotions.
Running a full campaign across Facebook (Meta) and its sister platforms can be time consuming and complicated. You have to set audiences, budget, make the creative and ensure all the tracking is set up. You must include the Facebook Pixel or Conversion API and relevant GTM triggers (Google Tag Manager), to ensure all the conversions are registered. Many great estate agents, such as Hamptons, Jones Robinson and Jackson-Stops, hire a Facebook ads agency to assist in creating and running their campaigns.
If you're interested in finding out how we can help with your Facebook campaigns or our industry-leading PPC service then please just get in touch.
Your Facebook page is a core part of your online presence. It’s where potential clients will come across your agency and see your latest listings. Here’s how to make the most of it:
A well-managed Facebook page shows you’re professional, approachable, and ready to help.
If you haven’t yet set up a Facebook page for your agency, now’s the time. Here’s a quick guide to get you started:
Setting up a Facebook page is simple, but making sure it’s fully optimised will give you the best chance to attract and convert visitors into clients.
In 2024, Facebook remains one of the most effective tools for estate agents to market their services. Whether you’re using organic posts, paid ads, or focusing on building an engaging page, Facebook offers incredible opportunities to reach the right people and grow your agency. By making the most of the platform’s massive user base, local targeting, and affordable advertising, you can boost your visibility, engage with your community, and ultimately grow your business.
