Category Archives: Property

August News Digest: Facebook Ads for Estate Agents

Targeting by property ownership and income comes to the UK

Finally, Facebook has launched its ‘partner categories’ feature in the UK.  By fusing data from third party analytics providers, like Acxiom, Facebook lets us target users by property ownership type, income levels, investment propensity, and if they are likely to be a 1st, 2nd or 3rd time house buyer amongst many other categories – The Drum

Great for estate agents! Could this revolutionise property marketing? 

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Are estate agents wise to the real Facebook opportunity?

2You don’t have to just target people who ‘Like’ your Page.

In fact, you’d be crazy to rely just on page followers, even if you’ve got 5,000 fans. You can target people who are not your fans (i.e. not yet “Liked” your page) on Facebook, and reach many more home owners too.

Most estate agents who use Facebook will use it ‘organically’ like most of the rest of the world, except those who know better. By ‘organic’, I mean post stories to your ‘Page Timeline’ and let Facebook distribute it to your Fans who have ‘Liked’ your page.

This is to be encouraged – indeed, it’s essential – but to rely on this method alone for Facebook marketing is like pushing water uphill. In this post I explain why and offer an alternative method.

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Local Newspaper vs Facebook Ads: the verdict for property?

fb vs local newsWith so many of the UK population now using Facebook, should estate agents continue using newspapers to fly their flag?

Many agents feel tied to using local newspaper advertising and leaflet drops to attract new instructions but in this day and age it is arguably an antiquated and possibly ineffectual way of reaching and influencing local property owners.

So how do you go about measuring and comparing local newspapers vs Facebook?  This depends on what you are hoping to achieve. Continue reading

Why do property posts perform so well on Facebook?

How can estate agents capitalise on ‘Property Porn’?

Why property posts perform well on Facebook
Like the weather and tea, the British have a fascination with property. Other people’s property to be precise. Just look at the popularity of Grand Designs, or Location, Location, Location. Then there’s Country Life – are readers interested in the rare breed porkers or the house ads? (A third of its readers live in London). Call it property porn, voyeurism, envy or outright nosiness, we all seem to be hooked. And it’s no different on Facebook which, let’s face it, is the home of nosiness. No wonder property posts thrive on Facebook.

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