Advertising on Facebook and Instagram is a popular tool in internet marketing for promoting various businesses. Despite the low entry barrier, SMM investments are made not only by individual entrepreneurs and micro-businesses but also by large companies, including developers and construction companies.

But are budget investments always justified?
It’s important to understand that people use social media for communication and entertainment, and they rarely visit these platforms to make purchases. This is why the best results are achieved with advertising products priced between $50 and $100, products that fall into the category of “impulse buying.”

facebook ads Facebook promotion and advertising for a real estate developer. How not to waste the budget?

When users access a social network, they don’t intend to buy a house, a car, a luxury accessory, or an expensive trip right away. Therefore, when they see such advertisements, even if they perfectly match the target audience’s parameters, users simply take note of them. Purchases with a price tag of $1000 and above require a certain decision-making cycle that takes time.

This is why the promotion strategy for businesses with high-ticket products like real estate, cars, luxury accessories, and travel should not be straightforward “hard selling.”

Advertising for such businesses should focus on warming up the target audience throughout the entire decision-making cycle so that when the decision to buy a house, car, or other high-ticket item is made, the purchase is made from you!

Why is it necessary to maintain social media?

Let’s consider the successful case of promoting the cottage village “Novdim” on Facebook and Instagram (average check $100,000).

Promotion developer company Facebook Facebook promotion and advertising for a real estate developer. How not to waste the budget?

Step 1. Audience Modeling.

The target audience that wants to buy a house can be divided into 3 categories: “hot,” “warm,” and “cold.”
  • “Hot” audience – those who already know what kind of house they want, where, and how much they are willing to spend. Such an audience goes to Google, visits websites through SEO promotion or contextual advertising, and if the information on your website matches their desires, they submit an inquiry, visit for viewing, and it’s straightforward from there.
  • “Warm” audience – those who have decided to buy a house in the foreseeable future but are currently gathering information, prices, conditions, and exploring various details. Typically, they browse websites, look at prices, compare offers, and read informative articles.
  • “Cold” audience – those who are dreaming of buying a house but are not ready yet. They are just looking, finding out general information, considering, and saving money.

Step 2. Identifying the Problem.

The problem here is that only 5-10% of the “hot” audience is ready to buy right away, while everyone from the mentioned categories clicks on your website through contextual advertising, essentially depleting your advertising budget just to look around. This means that approximately 90% of the advertising budget is spent on those who are “just browsing the site.”
But the good news is that the audience’s temperature changes over time.

The “warm” audience, after gathering information and preparing a budget, turns into the “hot” audience. Likewise, the “cold” audience becomes “warm.” Importantly, you can influence or at least keep this process under control. So when the audience matures to the desired readiness, they can find you again and make a purchase from you.

This is why it’s essential to maintain social media pages to stay visible to those at different stages of the home-buying decision.

At the same time, the content on your social media pages should highlight your advantages and address the pains, fears, and desires of your target audience. This will allow you to attract not just 5-10% but two to three times more of the “Novdim” audience, significantly increasing home sales.

Step 3. Technical Implementation.

  1. Installing the “Facebook Pixel” on your website – this is a special code that tracks ALL website visitors. Later, through the Facebook ad account, you can target Facebook and Instagram ads to these visitors. In other words, people who have visited your site and used keywords like “buy a house” are your target audience, and you can advertise to them on Facebook and Instagram. This is much more effective than starting Facebook and Instagram advertising from scratch, as the ads will be directed at those who were already looking to “buy a house” (remember the quality of leads when starting Facebook advertising from scratch in 2019? You don’t want that anymore, right?).
  2. Setting up two advertising campaigns on Facebook and Instagram. The first one is for the audience that has previously visited your website, with an offer to return. The second is for the same audience, with an offer to subscribe to your Facebook and Instagram pages.
  3. Developing and implementing a content plan for posts that can highlight all the advantages of your village:
    • Safety,
    • Quality of construction materials,
    • Infrastructure,
    • Community (neighbors),
    • Special purchase conditions.

    And create content plans for posts and stories that will be published regularly.

As a result, we achieved the following:

People who visited your site using keywords like “buy a house” but didn’t submit an inquiry or make a purchase are added to Facebook and Instagram ad lists, where they are offered to subscribe to the Novdim pages.

After they subscribe, they will regularly see posts and stories about Novdim, elaborating on your advantages. This allowed you to reach a larger target audience than before, significantly increasing home sales.

analytics Facebook promotion and advertising for a real estate developer. How not to waste the budget?

Service Package Required for Implementation of the Strategy

Service Frequency per month
Setup and management of marketing advertising campaigns on Facebook and Instagram. (Audience gathering from the website, ad setup, results tracking, ad adjustments) 1
Content plan creation – this is the main and most important document that will describe the content themes for social media posts that should be interesting to the target audience and highlight the advantages of your company. So when someone from the audience is ready to buy a house, they choose you. 2
Creation and posting of posts (text + images) according to the content plan’s frequency 10-12
Creation and posting of stories (text + images) according to the content plan’s frequency 20-30
Compilation of reports 1

What Was Required from the Client?

  1. Photos and videos. Our designers have created graphics to make your pages look as presentable and appealing as possible. However, for greater trust, we needed live content:

    – Photos/videos from the construction site to demonstrate the process, how well and qualitatively you build.
    – Photos/videos from any events in your village to show how fun and friendly it is there.
    – Photos/videos of infrastructure and nature (playgrounds, lakes, etc.)

  2. Technical introductory information:

    – Materials used in building houses to highlight this advantage.
    – Information about infrastructure (gas, electricity, etc.).
    – Any technical details that showcase Novdim’s advantages.

  3. Promotions and special offers. If you plan something like this, it’s better to plan it in advance, not rush it, include it in the content plan, format it beautifully both in graphics and text, and then publish it without haste.

Conclusions:

Thus, the implemented strategy of promotion on social media platforms Facebook and Instagram complemented the main advertising campaign on Google, allowing you to stay connected with the target audience throughout the entire home-buying decision cycle.