How to Use Facebook Ads [For Property Managers]

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Join us as Charity Hisle (Social Media Expert) shares her expertise on how you can run a successful Facebook ad campaign. Find new owners, fill vacancies faster, and grow your brand awareness using this powerful marketing tool.

Published in: Real Estate, Technology
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  • http://www.sociallyengagedmarketing.com
  • Kara – and then intro Charity!
  • http://www.sociallyengagedmarketing.com
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  • How to Use Facebook Ads [For Property Managers]

    1. 1. FACEBOOK ADVERTISINGfor PROPERTY MANAGERS Charity Hisle, Socially Engaged Marketing®
    2. 2. AppFolio • Web-based property management software • Complete Solution Includes • Property Mgmt & Accounting • Online rent collection (free) • Prospect / Guest Card Tracking • Marketing • Website • Payment processing • Online applications • Resident Screening So You Run a More Successful Business©2012 AppFolio, Inc. All Rights Reserved.
    3. 3. Grace Hill• Leading Education Provider • Offering eLearning for more than 10 years • More than 1,500 courses taken each day • Accounting• Apartment-Industry Specific Training • Fair Housing, Preventing Sexual Harassment • Intro to Social Media, with Lisa Trosien • Dozens more in English & Spanish• Vision Learning Management System (LMS)• Custom Course Development• www.gracehilllearning.com for course previews ©2012 AppFolio, Inc. All Rights Reserved.
    4. 4. Agenda • Why buy ads? • Facebook ad basics • Create effective ads • Measure ad success©2012 AppFolio, Inc. All Rights Reserved.
    5. 5. Facebook has 955 million monthly users. Photo Credit: Pan Xunbin
    6. 6. Why Buy Ads? • Build brand awareness and a fan base • Drive traffic to your website • Stay in touch with residents • Generate leads “Fans are up to 547% more likely to engage with a brand than nonfans.” SocialCode, 2012©2012 AppFolio, Inc. All Rights Reserved.
    7. 7. Have you ever clicked ona Facebook ad?©2012 AppFolio, Inc. All Rights Reserved.
    8. 8. Ad Basics • Facebook-driven destination ads are more affordable • Sponsored Results coming to search results • Power Editor on Chrome browser©2012 AppFolio, Inc. All Rights Reserved.
    9. 9. Ad Terminology • CTR = Click Through Rate • CPC = Cost Per Click • CPM = Cost Per Thousand Impressions How do you know what to choose? • CPC is best for leads & engagement • CPM is best for building brand awareness©2012 AppFolio, Inc. All Rights Reserved.
    10. 10. Sponsored Stories Receive53% Higher CTR • Cost per fan is 39% lower than regular ads • Sponsored Stories boost ad performance • Ads connect people to pages while Sponsored Stories drive engagement and distribution©2012 AppFolio, Inc. All Rights Reserved.
    11. 11. Sponsored StoriesAre Flexible • Likes on a Page • Engagement on a Page • Joins event • Check-ins • Answers a question©2012 AppFolio, Inc. All Rights Reserved.
    12. 12. Video & Photo Page Post Ads • Launch a brand, product, or movie • Drive awareness • Drive video views • Promote a commercial©2012 AppFolio, Inc. All Rights Reserved.
    13. 13. Video Page Post Ads©2012 AppFolio, Inc. All Rights Reserved.
    14. 14. Photo Page Post Ads©2012 AppFolio, Inc. All Rights Reserved.
    15. 15. Events & Questions Page Post Ads • Questions should be unique to brand • Use brand name in questions • Add image • Include date and time • Run event ads 2 weeks prior to event©2012 AppFolio, Inc. All Rights Reserved.
    16. 16. Questions Page Post Ads©2012 AppFolio, Inc. All Rights Reserved.
    17. 17. Do you advertise onFacebook?©2012 AppFolio, Inc. All Rights Reserved.
    18. 18. Promoted Posts • Most organic type of ad • Get impressions, comments, shares, likes and fans • Affordable for small budgets • Share videos, photos, offers and deals • Share vs. Sell©2012 AppFolio, Inc. All Rights Reserved.
    19. 19. Promoted Posts©2012 AppFolio, Inc. All Rights Reserved.
    20. 20. Promoted Posts: Challenges • Pricing is variable • Only page admins with access to the campaign see the data • The reach is often overestimated©2012 AppFolio, Inc. All Rights Reserved.
    21. 21. Facebook Deals & Offers • Generate awareness • Encourage traffic • Acquire new prospects • Build resident loyalty • Reward residents and prospects • Limited-time offers©2012 AppFolio, Inc. All Rights Reserved.
    22. 22. Create a Check-in Deal•Bring value•Be mindful of deal fatigue•Promote your deal: • Targeted updates on page • Targeted ads by locationhttps://www.facebook.com/deals/checkin/business/©2012 AppFolio, Inc. All Rights Reserved.
    23. 23. Claiming Check-in Deals©2012 AppFolio, Inc. All Rights Reserved.
    24. 24. What People Click Most©2012 AppFolio, Inc. All Rights Reserved.
    25. 25. What “action” are youtrying to drive?©2012 AppFolio, Inc. All Rights Reserved.
    26. 26. Develop the Ad Campaign • Set goals: engagement, likes, leases, brand awareness? • Establish target market: be relevant by interests and location. • Determine budget: who will manage, how long, estimate costs, perform trials/tests? • After-ad plan: what will you do after you run the ad to keep fans engaged?©2012 AppFolio, Inc. All Rights Reserved.
    27. 27. Create Effective Ads • High relevance: audience should be targeted • Compelling call-to-action: include urgency • Use GREAT copy: inspire instant engagement • Value proposition: Is the action worth their time? • Eye-catching/disruptive imagery: bright, relevant and clear©2012 AppFolio, Inc. All Rights Reserved.
    28. 28. Weak Ads©2012 AppFolio, Inc. All Rights Reserved.
    29. 29. Strong Ads©2012 AppFolio, Inc. All Rights Reserved.
    30. 30. Text Prohibited in Photo©2012 AppFolio, Inc. All Rights Reserved.
    31. 31. Target to Groups of Fans • Age • Education • Gender • Likes and interests • Connections • Relationship status • Language • Workplace • Location©2012 AppFolio, Inc. All Rights Reserved.
    32. 32. Contests • Contests have three benefits: • Get fans to join the conversation • Engage friends of fans • Collect information for future marketing • Use a third-party app and comply with Facebook promotion rules • Promote contests with ads, sponsored stories, deals, and promoted posts©2012 AppFolio, Inc. All Rights Reserved.
    33. 33. Measuring Results • Clicks: How many clicks did the ad receive? • Impressions: How many times was the ad seen? • CTR: Clicks divided by impressions • Actions: How many people took the action you intended? • Conversions: How many responded to call-to-action? • Cost-per-Conversion: Cost of Fan or event RSVP©2012 AppFolio, Inc. All Rights Reserved.
    34. 34. FACEBOOK ADVERTISINGfor PROPERTY MANAGERSCharity Hisle, Socially Engaged Marketing®

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