74% Boost in Property Inquiries

A mid-sized real estate agency specializing in residential properties faced fierce competition in a saturated market. Despite having a portfolio of desirable properties and experienced agents, the agency struggled to generate consistent leads and stand out in a crowded digital landscape.

With 10 years of experience in the local market, the agency sought to leverage its expertise and property inventory to attract more potential buyers and sellers. With nearly no marketing efforts, listing services were no longer sufficient to capture the attention of potential home seekers.

Objectives

Our Facebook advertising campaign aimed to achieve the following objectives:

1. Increase property visited by 40% within five months
2. Improve lead quality, aiming for an 11% higher lead-to-client conversion rate
3. Enhance brand visibility and engagement within the local community
4. Reduce the average cost per lead by 20%

Strategy

To meet these objectives, we developed a comprehensive strategy:

1. Create visually appealing Facebook ad campaigns showcasing the agency’s diverse property listings
2. Implement sophisticated targeting to reach potential buyers and sellers based on life events, interests, and behaviors
3. Develop a retargeting campaign to re-engage users who viewed properties but didn’t make an inquiry
4. Utilize Facebook’s real estate-specific ad formats to highlight multiple properties in a single ad unit

Execution

Our campaign execution involved the following key steps:

1. High-Quality Visual Content Creation
   • Produced professional photo and video tours of featured properties
   • Created carousel ads to showcase multiple properties and highlight unique features
2. Advanced Audience Targeting
   • Utilized Facebook’s life event targeting to reach users likely to be in the market for a new home (e.g., recently married, new job)
   • Created custom audiences based on website visitors and past clients for retargeting and lookalike audience creation
3. Location-Based Campaigns
   • Implemented hyperlocal targeting to reach potential buyers interested in specific neighborhoods or school districts
   • Developed separate campaigns for different property types (e.g., starter homes, luxury properties) with tailored messaging
4. Lead Capture Optimization
   • Set up Facebook lead ads with pre-filled forms to simplify the inquiry process
   • Integrated lead ads with the agency’s CRM system for immediate follow-up by agents

Results

The Facebook advertising campaign delivered outstanding results:

• Property Inquiries: 74% increase (exceeding the 40% goal)
• Lead-to-Client Conversion Rate: 29% improvement
• Brand Engagement: 172% increase in page likes, comments, and shares
• Cost Per Lead: 18% reduction

Qualitative outcomes included:

• Increased market share in the competitive local real estate market
• Improved perception of the agency as a tech-savvy and responsive service provider

Conclusion

This campaign successfully transformed the real estate agency’s lead generation strategy, surpassing all primary objectives. Key learnings include:

1. High-quality visual content is crucial for capturing attention in the competitive real estate market
2. Targeted ads based on life events and location significantly improve lead quality
3. Simplifying the inquiry process through lead ads can dramatically increase conversion rates

Moving forward, we recommend:

• Implementing virtual property tours and 360-degree images in ads to provide immersive experiences
• Developing a content strategy to position the agency as a local real estate authority through sponsored posts and articles