Facebook and Instagram ads for real estate agents

Put the facts that filter people in the ad

Agents often hide the price to make people ask. That fills your phone with enquiries from people who were never going to buy, and it costs you ad money for each one. State the facts and let the wrong people rule themselves out.

• The price or rent, and what other fees apply.
• The exact area, not just the city.
• The number of rooms and the main features.
• The type of title or documents, for property that is for sale.
• Whether it is available now.

Use real, current photos and video

Buyers have been disappointed by pictures before. Use your own recent photos of the actual property, and a walk-through video where you can. Showing the road, the compound and the surroundings builds more trust than a polished picture of a sitting room.

Aim by who buys, not by who lives nearby

The person who rents a mini flat, the family buying a first home and the investor buying land are three different audiences, often of different ages and in different places. Some buyers live in another city or abroad and are buying back home.

Run a separate ad for each kind of property and think about where its likely buyer lives and what stage of life they are in.

Ask one question before the viewing

When someone enquires, a simple question about their budget and when they want to move saves both of you a wasted trip. Serious people are happy to answer.

Judge the ad by viewings and deals

One sale can pay for a lot of advertising, so it is tempting not to count. Count anyway. Note how many serious enquiries and viewings each ad brought and what each one cost. Over a few months you will see clearly which kind of property and which kind of ad is worth your money.

Property decisions are slow. Keep posting useful, honest updates so that people who enquired months ago still remember you when they are ready.