Would you spend $5 to get 500 pairs of eyes on your new listing in the next 24 hours?
Facebook makes it easy and inexpensive to get fresh views of your listing.
There are levels of complexity and expense involved with advertising on Facebook. We’re going to talk about a simple marketing solution that takes 5-10 minutes to design, and $5 dollars of your budget.
You don’t want to spend a lot of marketing dollars on Facebook ads until you’ve learned about the basic boosting technique I’m going to teach you in this article, and applied it to your current listings.
Once you see results from a boosting campaign, you may want to more heavily incorporate Facebook advertising into your marketing plan. At that point, you may want to consult with an Facebook Ads expert.
You probably have 5 to 20 dollars you can spare from your marketing budget to spend on your listing, right? Especially if that would mean having more visitors at your open houses, more clicks to your website, and possibly a sale or a new client in the works!
I compare Facebook boosting to buying a 5 dollar lottery ticket, but with better odds than winning the lottery!
It's a small enough risk that it's worth the possible reward, and it's a great introduction to before embarking on more extensive paid online advertising. A Facebook boost allows you to see what impact online advertising might have on your business.
Want to throw your hat in the ring, so to speak?
Just follow my easy boosting instructions below!
How to Boost a Facebook Post
1. Set up a Facebook business page.
You cannot advertise from your personal Facebook profile. Make a business page, and be sure to include your website and contact information.
2. Create a post for your listing.
Your post should use a brief and catchy headline and wording (max 1-2 sentences), perhaps with the number of bedrooms and bathrooms, and include the open house date/time (if applicable) as well as the link (URL) to the listing on your website.
There are two options for adding visuals to your Facebook post.
OPTION 1: Post a photo + brief description of the listing + link to your website. If you are uploading photos, don't post more than 5 images. The photos should be professional, visually-appealing images!
OPTION 2: Post a video + brief description of the listing + link to your website. If you have a video file that shows of the property, or even a slideshow of photos compiled into a video, then upload the video file it to your post, in place of the photo. (Facebook understandably prefers uploaded videos more than links to external/competing services such as YouTube, so uploading the actual video file will garner higher engagement on your post.)
Don’t let the option of a video post stop you from testing boosting your listing! A photograph post can still potentially lead to a sale!
NOTE: Complete the steps of publishing the listing to your Facebook Page before you boost it.
3. Click the blue "Boost Post" button on the lower right of the post you've put on your Facebook business page.
At this point, you will be prompted to enter your payment information with Facebook, unless they already have it on file.
4. Choose your audience. You have a few choices on who you can target.
If your page has a few hundred likes already, then you can target "People who like your Page and their friends" to reach a little beyond your existing network.
Or, for the real "lottery," you can select "People you choose through targeting" and from there you can specify age, gender, and location based on the area and price of your listing.
5. Choose your budget and duration. If this is your first time boosting a post, start with no more than 5 dollars per day. Yes, this is a small amount of money, and it's tempting to spend more with the expectation of even better results, but if you're new to advertising on Facebook, I'd definitely recommend starting small.
Yes, there are more options, and you might be wondering what tracking conversions are, or why you might want to choose a pixel. These are more advanced tactics, which is why I suggest sticking to 5 dollars, and looking for a Facebook ad manager or courses on the topic if you want to delve deeper in future.
What happens after I boost my listing?
Facebook will show your boosted post to the audience you chose.
That audience may scroll past.
They may click.
They may like your page.
And, they may show up at your open house, or call you later when they need a realtor.
But since you've only invested 5 dollars, it's easy to feel happy with that type of engagement or reach.
While writing this post, I boosted this Luxury Vancouver House listing for 24 hours, for 5 dollars.
I chose my target as people in Vancouver, North Vancouver, West Vancouver, Richmond and Burnaby (not the radius around). I selected an age range of 35-63 years old.
I didn't spend a lot of time researching this.
I didn't think too long and hard about my target audience.
I simply boosted the post following the steps listed above, and the listing was shown to several hundred 35- to 63-year olds, living in Vancouver or one of its immediate suburbs.
560 people reached. 43 people clicked.
What will I try next time?
People in that target audience are interested. Next time, I'll write a different headline and boost a similar listing to the same audience for the same amount of money. I’ll see what traffic that brings me, and I’ll have more data to design my third boosted post.
After that, I'll try a video instead of a static image. I’ll boost a similar listing to the same audience for the same amount of money and see if that brings me more web traffic and open house visitors!
Marketing is an experiment.
The key to succeeding at marketing your listing online, is not to invest heavily in this kind of paid advertising until you find something that has the returns you're looking for.
Facebook ads can be far more complex than this, but boosting a post is a great way to test the waters and start learning what it can do for your business.
If you're trying this out for the first time, thanks to this article, let us know your results in the comments below!