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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Web referrals from Facebook now exceed Google… 

According to data from Parse.ly, which provides web analytics for digital publishers that include the likes of Mashable, Telegraph Media Group, and Business Insider, Facebook recently surpassed Google as the top referrer for major publishers – SocialTimes, Fortune, Adweek, TechInsider

This further demonstrates that Facebook has to be taken more seriously as a marketing platform

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Facebook testing animated GIFS in posts and ads

Agents should soon be able to use animated GIFS in posts (although we recommend using sparingly and creatively!). Facebook says “GIFs can be a fun and compelling way to communicate, so we’ve started testing GIF support in posts and boosted posts for a small percentage of Facebook Pages. We will evaluate whether it drives a great experience for people before rolling it out to more Pages.” As Techcrunch says,

If users hate them and they don’t perform well, Facebook will scrap them. But if the eyegrabbing ads and Page posts drive business without annoying the hell out of people, all companies might soon get the option to animate your News Feed.

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Facebook History: 1 billion users in a single day

Things have come along way since 2004: Facebook has 36m users in the UK alone.  They’re your clients!
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Facebook Notes Gets An OverhaulWiredSocialTimes

Not many people have paid much attention to ‘Notes’ but it’s about to become a potentially useful dimension for featuring property details on Facebook. Ostensibly for blogging, it can be used creatively to host content being visual and ‘website like’.  It appears to be the way Facebook is going – enabling users to create content within Facebook which avoids loading issues and trust problems. Good for things that maybe you don’t want to feature on your site? It can also hotlink to things on your site and speculation is that it may get better reach and engagement.  One to watch!  – Wired, SocialTimes

How could agents make use of this?

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