How to Sell a Move-In Ready Home with Facebook Ads
Do you have a move-in ready home (or homes) that you need to sell, fast? Facebook might be the most brilliant marketing tool you’re currently underutilizing in your home builder digital marketing. That’s because Facebook offers home builders the most advanced targeting tools available anywhere.
Let’s look at how it works:
Let’s say that you currently have a 3-bedroom ranch-style home that’s move-in ready. It’s located near parks, good schools, a community center and a golf course. The buyer profile of similar homes in your new home community is divided pretty evenly between first time home buyers with young children and retirees.
Here’s how you can use Facebook ads to help you attract more prospective buyers for as little as $10 per day. (Don’t have a big Facebook following? Not to worry – this will still work for you.)
Step One: Create an Action Page
Before you launch your Facebook ads you will want to create a place for prospective buyers to go on your website to learn more and move to the next step (appointment). This can be a landing page on your website specifically for that move-in ready home or a blog post that describes the features and benefits of the home.
In either case, the page should include the following details of your move-in ready home:
- Neighborhood info
- Photos of the home
- Description and features of the home
- A virtual tour (if available)
- A floor plan
- Sales agent contact information
You will also want to have a way to capture email addresses from prospective buyers that visit your page from Facebook. There are many conversion tools available, but in this case you specifically want visitors to request an appointment to tour your move-in ready home. You can do this with proactive Live Chat (where a member of your team asks visitors to engage by Live Chat) or, if you don’t have Live Chat, by adding an opt-in form to the page.
Important note: Do not drive traffic from your Facebook ad to your main website home page. If prospective buyers have to hunt for the information about your move-in ready home once they reach your website, chances are good that they will quickly leave your site. Make it easy for them to find the information they need.
Step Two: Create Your Ads
Remember that you have two buyer personas that you want to reach: first time home buyers and retirees. Instead of one generic ad (“Move-in ready home available now”) we’re going to create personalized content for each buyer persona (read more about buyer persons in the 6 P’s of Content Marketing).
Facebook Ad #1: Young Families
The content of this ad focuses on the benefits of your community for young families. It might include information about the excellent school district, low down payment financing, and family-friendly amenities such as a children’s park or activities for kids at the nearby community center. It might also include a testimonial from a young family that recently purchased a home in the neighborhood.
The ad copy might read something like this:
“Growing family? Need a new home fast? Our Madrone Plan in the family-friendly Oakmont neighborhood is move-in ready and priced at just $299k. Ask about first-time home buyer financing.”
Once you have created your ad, you can use Facebook targeting to show your ad only to people that are most likely to buy. In this case, we’re choosing men and women within 25 miles of (insert your own location) that have an interest in topics that relate to young families (parenthood, childbirth, motherhood, etc).
When you narrow your audience from the general population to a small segment your ad will have a smaller potential reach (in this case, 152,000). However, you will not be wasting marketing dollars by advertising to non-prospective buyers (teens, move-up buyers, etc).
Facebook Ad #2: Retirees
Retirees may also be interested in your move-in ready home, but their wants and needs will be very different. In most cases, they will not be concerned with schools or family-friendly features. They are more likely to be interested in lifestyle, accessibility, maintenance, and other factors.
This ad copy might look like so:
“Spend more time on the green (and less time mowing it). Our low-maintenance, move-in ready Madrone Plan is just steps to the Oakmont Golf and Tennis Club.”
And your Facebook ad targeting might look like this:
Notice that in this ad we included men and women ages 50 and up within a 50 mile radius. We expanded the distance because retirees are less likely to be geographically limited based on a work commute.
Step Three: Set Your Budget
Although we’ve narrowed each ad to a segmented but substantial audience (150k+ young families and 50k+ retirees), how many people we reach within that audience will depend on the daily budget that we set.
Using the young family targeting we completed in Step 2, we can spend as little as $5 per day to reach between 700 and 1,900 people in our target market. We can also spend up to $500 per day to reach between 56,000 – 130,000 people in our target market daily. How much you spend is up to you based on your marketing budget, but the point is that you don’t have to have deep pockets to make Facebook ads work for you. If we spend $5 per day to reach young families and $5 per day to reach retirees, we have the ability to reach hundred, or even thousands, of people within our target market for just $10 per day.
So don’t let those move-in ready homes sit another weekend with no activity. You can create and set up an ad in just a few minutes on a budget that any home builder can afford.
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