Learn the basics of creating Facebook Ads and some changes they've made regarding advertising on the platform

1. Facebook's New Rules
for Real Estate Ads

2. AGENDA
1 WHY RUN FACEBOOK ADS?
2 UNDERSTANDING FACEBOOK AD OBJECTIVES
3 THE NEW RULES OF TARGETING
4 CREATING YOUR AD & CHOOSING YOUR AUDIENCE
5 LEAD RESPONSE & CONVERSION
6 FACEBOOK AD EXAMPLES

3. WHY RUN FACEBOOK ADS?

5. WHY RUN FACEBOOK ADS?
1 Create Awareness
2 Increase Your Database
3 Generate Leads
4 Repeat and Referral Business

6. WHAT YOU NEED
Facebook Business Page
Small Budget for Testing
Lead Follow-Up Process
Patience

7. FACEBOOK BEHAVIOR
Facebook Ads are often called passive
or interest-based ads. This means that
Facebook ads need to pique a passive
user’s interest. You can’t get away with
focusing on solely on sales—it simply
won’t get most people’s attention.

8. UNDERSTAND FACEBOOK
AD OBJECTIVES

9. AD OBJECTIVES
AWARENESS CONSIDERATION CONVERSION

10. AD OBJECTIVE
Awareness

11. AD OBJECTIVE
Consideration

12. AD OBJECTIVE
Conversion

13. CREATE A FACEBOOK AD

19. BRAND AWARENESS

20. REACH

21. TRAFFIC

22. ENGAGEMENT

23. VIDEO VIEWS

24. LEAD GENERATION

26. MESSAGES

27. CONVERSIONS

28. THREE AD OBJECTIVES
Awareness
Consideration
Conversion

30. FACEBOOK DATA BREACH
In 2018, after lawsuits from housing groups such as the American Civil Liberties Union
and the National Fair Housing Alliance (NFHA), Facebook reached a settlement to
make changes that will prevent landlords, employers, lenders, real estate
professionals and others from discriminating against these protected classes.
Facebook has since announced HOUSING as a new ad category and policies
specifically geared towards advertisers in housing, removing certain discriminatory
targeting options.

31. DISABLED TARGETING FOR HOUSING
Age
Geo-Targeting
Gender
Income
Net Worth
Newlyweds
Empty Nesters
Engaged
Divorced
New Baby
Lookalike Audiences
Saved Audiences
Homeowners
Renters
Likely to Move
First Time Homebuyer

32. AVAILABLE TARGETING FOR HOUSING
Zillow, Trulia, Redfin,
REALTOR.com
Mortgage Loans, Mortgage
Calculator
First-Time Homebuyer Grant
House Hunting
Starter Home

33. CREATING YOUR AD &
CHOOSING YOUR AUDIENCE

44. Choose Your Ad Placement

45. Create a Budget

46. Pick Your Ad Format

47. Write Your Ad Copy

49. INSTANT EXPERIENCE AD

50. Custom Audiences & Re-Targeting

57. LEAD RESPONSE & CONVERSION

61. Marketing Automation/CRM Tools

62. Examples of Facebook Ads

63. FREE LIST OF HOMES AD
Facebook Lead Ad
IDX Website
Re-Target on Facebook
Automated Lead Follow-Up

72. IN SUMMARY

73. SUMMARY
1 GET CLEAR ON YOUR AD OBJECTIVE
2 LEVERAGE INTERESTS
3 CREATE CUSTOM AUDIENCES & RE-TARGET
4 HAVE A LEAD FOLLOW-UP PROCESS
5 LEVERAGE TECHNOLOGY TO HELP

74. NEXT CLASS
CUSTOM AUDIENCES
FOR REAL ESTATE