Almost three-quarters of estate agents are missing out on fulfilling their advertising potential, new research shows.
Estate agents lead generation specialist Homeflow has identified a vast number of independent estate agents are missing out on a cheap option of local advertising.
Homeflow conducted research that highlighted that 72% of independent or small branch estate agents do not have Facebook pixels installed on their website. The study found that from the randomly selected agents, 21 out of the 75 did not have a pixel within their website code.
A Facebook pixel is a free snippet of code that you can obtain from your business settings on Facebook. This can easily be installed onto your website, enabling you to advertise to anyone that visits your website. Put simply, if a user visits your website, but doesn’t fill out a contact form, you can pay Facebook to advertise to this individual via Facebook or Instagram.
Retargeting adverts is the cheapest option for advertising, and offers a perfect opportunity to advertise to your local audience via Facebook, Instagram, and their content network.
Homeflow Managing Director, Nik Chotai, said: “Homeflow has been working with estate agents for some time, enabling them to improve their web presence and use advertising through the use of Facebook.
“Unlike Google advertising, which is run based on key terms, using Facebook Ads allows you to promote to your local audience over a longer time period. This is perfect to keep your brand front of mind to local homeowners as retargeting adverts can run from as little as £30 a month.”
For those interested in getting a pixel onto their website, here is how to create a Facebook pixel.
On Facebook, visit Events Manager.
Click Connect data sources and select Web.
Select Meta pixel and click Connect.
Add your pixel name.
Enter your website URL.
Once you have your code, you can put it into the head of your website via your website partner. You are now set up to run retargeting adverts to your website visitors.
Which estate agents are hot and which are not when it comes to Google performance?
Absolutely agree with this but the retargeting needs to be the RIGHT kind of advert. Not shouting about how amazing you are but useful and attractive information. Happy to assist anyone who needs help on this but its worked wonders for our campaigns over the years and costs nothing to do, just if you want to push ads to clients
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100%, Peanut. The whole industry is due a revamp on it’s marketing/ad strategy. The majority of the world has caught up and swayed towards valuable content to drive attraction by educating and entertaining their audience. However, for some reason, most agents are still posting about their valuations being free or that ‘similar properties are required’. It’s mostly selfish…
You also need to be a bit clever with the ad content/types since the special ad category update if you want to target as narrowly… but still, an underpriced marketing channel when done correctly.
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