4 Facebook Ad Strategies to Increase Home Builder Appointments
You probably already know that low-cost Facebook advertising is a great way to attract new prospects into the top of your home builder sales funnel. But did you know that Facebook ads can also be used to convert existing web leads into appointments?
Facebook ads are an effective way to reach prospective home buyers that have already registered on your website or in your sales office. These middle-of-the-funnel buyers are typically closer to making a buying decision – and that means a shorter sales cycle for you. Even if you already have a lead nurturing system that includes home builder email marketing and salesperson follow up, low cost Facebook ads can add another touch point for buyers as they narrow down their choices for a new home.
Here are four Facebook ad strategies that can help you turn leads into appointments.
Strategy #1: Existing Leads
Create a custom audience by uploading all of the email addresses from your existing lead list into Facebook. If your prospective home buyers used the same email to sign up on your website as they use to login to Facebook, Facebook will match those email addresses and deliver your ad content just to them.
Strategy #2: Hypertargeting
Of course, not all prospective home buyers are the same. Some might be first-time home buyers; others move up buyers. Some might need to buy a home in the next 30 days, others will not be ready to make a purchase for several months.
Use hypertargeting to deliver personalized content for each group. For example, create one custom audience using email addresses of people who have already visited your sales center to generate be-back traffic. Create a different ad message for people who have registered on your website but never visited your sales office in person to generate new appointments.
Strategy #3: Video Testimonials
Testimonials are a powerful tool that help home shoppers feel confident about buying from one home builder versus another. Create a custom audience of your strongest prospects. Then create an ad to deliver video testimonials from your home owners right to your buyers’ Facebook feed on their desktop or mobile device.
Strategy #4: Retargeting
You can also use Facebook ads to get a second chance to connect with existing leads after they visit your website. Add a snippet of code to your website and Facebook will deliver your ad to those people the next time they logon to Facebook.
You can use retargeting ads based on specific pages of your website that prospective buyers visit. For example, let’s say that a home buyer signs up for your eNewsletter. A week later that buyer returns to your website and visits a specific floor plan page. The next time that buyer logs into Facebook they will see ad content about a move-in ready home of that same plan. The ad will include a call-to-action that invites prospects to schedule an appointment to tour that home.
Need help with your digital content strategy? Contact us for more information about our marketing services for home builders.