Facebook Ads vs boosting
One of the objections estate agents often put forth for not wanting to pay for sharing their properties on Facebook is that they’ve tried it before and it didn’t work. Usually what they’ve tried, is boosting and it’s no wonder that they got no results.
Paying to share your content on Facebook
There are currently two options for you to go about doing this.
- The Boost button
- Creating your own Facebook ad
The Facebook boost button
It’s super easy to ‘boost’ your posts to an audience. Once you’ve created a post, an option to boost will appear. It’s very easy, you just click the button, pay your money and sit back as the engagement rolls in, whether that’s post views, likes, or video views.
It might seem like it’s getting your message out there, and to a certain extent it is, but it’s being shared with anyone and everyone. You’ve got no control over who sees it, and you’ve paid money to live in hope that someone is going to see it in their news feed and it’s going to be relevant to them.
Basically, you might get likes, but they’re probably not very relevant. You’re essentially paying for an ego boost.
Facebook Ads vs boosting
With Facebook ads, not only do you have control over what the ad looks like, but you also have control over the audience.
You can create your very specific audience with all sorts of factors. Someone’s age, location, job title, hobbies, interests, whether they have children, how old their children are – the list is virtually endless!
Estate Agents, if you’re not leveraging this for your properties – why not! Get on it! Look, I can’t stop using exclamation marks it’s that important!!! We’re all about building community and your social presence, but if you can spend £30 or less sending a property suited to first-time buyers straight into the laps of people aged 25-45 looking to buy a property and living within a 50-mile radius, WHY WOULDN’T YOU?! We’ve seen advice against doing this, and it’s just madness. The tools are there, definitely use them – just not at the expense of continuing to build out your social media pages, and being a part of the community.
They seem scary and easy to dismiss when you don’t know how, but we’re a team of canny lasses, and we do know how! Have a read of our previous blog post ‘Are Facebook ads worth paying for’ for some examples of the kind of results that are possible. Don’t let the fear of the unknown stop you from reaching out to your audience directly.
In summary:
Leave the boost button alone and make your money go further, create an ad and an audience to ensure it’s getting seen by the people who need to.
If you are interested in knowing more about sponsored ads on Facebook & Instagram, just click HERE.
Jane Gardner
I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to jane@social-angels.co.uk
