The real estate marketing industry has come leaps and bounds over the past few decades. Consider how listings were advertised in the past. An ad in the local paper or magazine would suffice for most agents because their options were limited. Prior to the widespread use of the Internet, the best we could do is try and get an ad for a property in front of as many eyes as possible and then hope for the best. There was no consideration for targeting the most qualified and interested buyers.
Today, one of the most effective lead generation methods now at our fingertips is micro-targeting. Essentially, real estate micro-targeting can be defined as the strategy of using consumer data to better understand, and identify leads while reaching out to influence their purchasing action. You see this all the time with ads that target you as a consumer on Facebook or even in sponsored Google search ads, but if you aren’t using it to your advantage as a real estate agent, you are losing out on potential buyer and seller leads.
It’s most common application in real estate? Facebook advertising. The benefit? Now you can dive further into demographics and geographic location, insuring that you are getting the right message in front of the right audience.
With Facebook ads, the following information is within reach:
- Category for people “likely to move”
- Facebook users interested in real estate sites like Zillow or Realtor.com
- Demographic category for “first time homebuyer”
In addition to Facebook marketing, you can also do your own research and carefully create the perfect buyer profile for your listings, and then begin your outreach to your specific target.
For example, with some digging around you can target your ideal market with the following information (Source: Inman):
- Age of owners of comparable properties
- Length of time lived at comparable properties
- Family size
- Income range (estimate)
- Where the comparable property owners work
- Specific interests
Once you know this information, you can start to paint a better picture of your ideal buyer and learn what will best appeal to them and influence their buying behavior. You'll also surpass your competition who isn't yet savvy to the amazing world of micro-targeting!
Not sure where to start? PropertyPulse allows you to build your online presence, engage with leads, and also offers an add-on easy Facebook advertising wizard that will help you place lead-generating ads for your properties.Get your free demo and learn more about pricing today!