Guide to Facebook and Instagram Ads for Real Estate Agents in Spain

In the age of social media, knowing how to use Instagram and Facebook ads to your advantage is essential in improving your real estate marketing. Find out more about their benefits, different types of social media campaigns, and how to target your audience. All information is from Property Portal Marketing.

Instagram and Facebook ads are essential when it comes to promoting your properties online. Property Portal Marketing recommends running three adverts to maximise engagement and lead generation.

With social media advertising, you have to be really aware of your objective, but with the cost-effectiveness, effective brand promotion, and potentials for brand visibility, the pros outweigh the cons. Meta in particular is excellent at providing insights and statistics about your campaign (such as reach, frequency, clicks, CTR, location, age range, and cost per acquisition). It is also great for remarketing campaigns, especially when you have a pixel installed.

Types of campaigns you can run and their benefits

- With an engagement campaign, you can select what type of engagement you want to run (likes and followers, video views, post comments), which is good for brand visibility.

- With a traffic campaign, Meta will direct users to a destination of your choice (such as your website or a landing page). These campaigns are better for improving SEO and website traffic.

- Lead generation campaigns push people directly to lead forms, which comes through directly to you.

Targeting of campaigns and audiences

You can either run your campaigns to a custom audience (people who have already engaged with your brand) or to a new audience. To maximise the effectiveness of a custom audience, you will need a pixel installed a few months before the campaign, which lets you measure, optimise and build audiences.

You should select 'real estate' as your category so your ads don't get rejected. You can then select the countries where you want to run your ad and the language of your target audience. It helps to not be too specific to ensure the advert is viable. As part of selecting demographics, you can select people interested in property.

Quality of campaigns and your expectation levels

Expectations should be lowered compared to portals and Google, as the algorithm targets people based on indirect data like likes rather than direct searches. However, the lower cost level and large audience potential still makes using Instagram and Facebook advertising worthwhile.

Budget and length of advert

With all campaigns, you can choose your budget. The more you spend, the wider your audience reach. Property Portal Marketing recommends that you start with a lower amount and then work your way up depending on the results you get. In regards to the length of your campaign, running it for too long risks it becoming repetitive. It is advised that you run it with weekends in mind, as that is when you will see the best activity. 5 or 10 day campaigns are usually recommended.

Various Ad Formats

When it comes to putting your ad together, there are three main recommended formats. These are:

- The single-image, which is great for general brand awareness.

- The carousel (multiple images), which works really well for highlighting individual properties

- The video (see more about the power of video in marketing here).

Be aware that you cannot run a combination of these formats for one campaign. Canva is a really good pre-formatted resource for designing your adverts. Make sure your descriptions are punchy and engaging, along with a great headline.

For more information, find out more about Property Portal Marketing and the services they offer PROPERTY PORTAL MARKETING SPAIN

They do offer a Social Media and Google ads package from €150 per month, which could be perfect for enhancing your real estate marketing.