Facebook ads for luxury real estate – 4 big learnings
10-second summary:
- When you’re marketing a premium product, to a premium audience, your branding must feel premium too.
- Pay per click advertising is one of the most effective ways to generate leads for your luxury property business – but you will likely need to allocate a sizeable budget to your campaigns.
- Get your audience targeting right. It’s important that your ads are displayed to people who have the financial clout to do business with you – rather than people who are just interested in aspirational browsing.
Get your head around these four snippets of wisdom and you could transform your performance as a specialist in Facebook ads for luxury real estate.
You market luxury properties. Unfortunately you don’t have the luxury of an infinite marketing budget.
Your ads need to get results. They need to work hard for your business. They need to generate revenue as efficiently and cost-effectively as possible.
But to get to the good stuff – real estate lead generation that drives predictable, scalable revenue – there are four things you must understand if your Facebook ads for luxury real estate are to succeed.
This article reveals those four things – and explains why you might want to start thinking about the person who test drives a Ferrari F40 before driving home in a Fiat 500.
Before we start…
Real estate investment is an area where we know how to use paid media to get big results. Big results like £2.5m of revenue for Alesco Investment Property. Big results like a 467% increase in sales for GetGround. Big results like five-figure lead volumes for One Investments. Ask us for a free proposal and we’ll outline how we could get big results for you too.
“Leads for Dubai property are typically expensive due to the high-net worth requirements & high competition in a niche market – but Adbetter were able to deliver a consistent flow of new clients at a lead price 25% under what we were achieving with the previous agency managing the campaigns.”
Hamid Jaafri, CEO, One Investments
Be scrupulous with branding
Your audience is discerning. And you are asking for significant sums of money. Your branding must be flawless. It must feel premium, credible and trustworthy. It must be consistent across all channels and all points in your customer journey. Without that, you won’t get anywhere. No matter how good your Facebook ad strategy is. See what’s involved with our advice on nailing real estate lead generation here.
Be prepared to spend
In many cases, you need deep pockets to succeed with Facebook ads for luxury real estate. But keep in mind that the revenue you generate from one sale could potentially be enough to cover a whole year’s worth of ad spend. And more. So be prepared to spend money on leads for around 12 months.
Be careful with targeting
Plenty of people have test driven a Ferrari, despite knowing they can’t afford to buy one. Why? Because it’s fun. It’s aspirational. It’s inspiring. Your ability to understand this can elevate your game as a specialist in Facebook ads for luxury real estate.
Without the right targeting, you risk paying to serve ads to people who are interested in luxury properties but lack the financial clout to become your next client. Think about indicators of high net worth – such as frequency of international travel, distinguished postcodes and executive job titles. Then add them into your targeting.
Be patient
When is a house not a home? When you are marketing it as an investment opportunity. Yet while promoting your properties to the masses on Facebook can feel somewhat transactional, it’s important to remember that there is always a human on the other end of your marketing – a human with real problems to solve, real ambitions to achieve and real feelings to feel.
Patience is key. It takes time to weigh up big investment decisions. Real estate will have long lead-to-purchase times. Targeting high worth individuals adds to that because of the money involved and the reduction in the number of people who can afford to become a client of yours. You need to have faith that your adverts will get the results you’re looking for – rather than chopping and changing your creative every five minutes because of the lack of conversions.
Go deeper (and do us out of a job)
Keen to learn? Spend enough time reading our articles and you’ll be able to start seeing a genuine difference in your ad performance.
- Go deep-ish with our post on Facebook ads for real estate: tips to grow revenue
- Go deeper with our post on Revenue-boosting PPC for real estate investors
- Go deepest with our post on 13 lead generation tips for property developers
Let us do the work (and keep us in a job)
Remember, when it comes to paid media for real estate, we get big results. And if we like the sound of your company, we might even pay for your ads. Find out how we work with clients.
You may also be interested in:
More on Facebook:
>> Facebook Dynamic Ads for real estate
>> 6 expert tips for real estate retargeting ads
There are other PPC platforms too:
>> Best practices for Google pay per click real estate campaigns
>> A complete guide to Google ads for real estate leads
>> How to boost revenue with Instagram ads for real estate
>> TikTok ads for real estate: should you bother?
>> Display ads for real estate: a short guide for success
>> YouTube ads for real estate: a guide to getting results
Learn some strategy:
>> 8 tips to nail real estate lead generation
>> A smarter way to supercharge your property investment leads
>> The best lead generation strategy for real estate businesses
