How to boost revenue with Instagram ads for real estate

When it comes to Instagram ads for real estate, you most likely have a clear goal in mind: revenue generation. In this article we share some strategies for success.

Before we get started…

Pay per click advertising is a precise science – and an exciting one too.

It’s possible to drive revenue that’s measured in millions. But that takes time, tenacity and attention to detail. Here at Adbetter we know how to get big results where it matters: return on ad spend. Our expertise in the property sector means we can completely de-risk your investment into paid media. In fact if we like the sound of your business we will cover your ad spend. Get your free proposal here.

“Adbetter handled everything from creative strategy to a full funnel media buying plan across Facebook & Google Ads. They were able to design & build a full digital marketing campaign including all ads, copy & landing pages that has been delivering a consistent stream of new customers at a significantly cheaper cost than in previous testing.”

Aqib Hassan, CCO, One Homes

Define your pay per click goals

Success with Instagram ads for real estate starts with knowing what you want to achieve. Define your desired outcome, then work backwards. As a property investment company, the metric that matters is revenue generation. And that requires leads. But it’s too simplistic to think that more leads equals more revenue. So what actually is a good lead?

Pay per click leads: quality vs quantity

Not all leads are equal. It’s better to attract a handful of high quality leads than a lot of leads who are unlikely to convert. Many businesses waste a lot of time and money with increasingly desperate attempts to chase prospects who have low purchase intent.

So think carefully about how the design and messaging of your campaign can screen your audience – engaging people who are likely to be interested in your services and sifting out those who aren’t.

Instagram ads: selecting an audience for real estate ads

There are strict rules when it comes to advertising property on Instagram. Housing is designated as one of Instagram’s ‘Special Ad Categories’, which means there are restrictions on how you target your audience. These restrictions apply to ads targeting people in the UK, USA, Canada and much of mainland Europe.

  • Age: Generally restricted to 18 to 65+ with no ability to narrow your audience.
  • Gender: Fixed to all genders and you are unable to edit this selection.
  • Detailed Targeting: Some detailed targeting options will be unavailable. You will not be able to exclude any detailed targeting.
  • Location: Must include all areas within a 15-mile radius of any location. No ability to target by postal code or zip code.
  • Custom Audiences: You must be sure that your audiences do not discriminate.
  • Lookalike Audiences: Unavailable.
  • Saved Audiences: Unavailable.

Stop the thumb: getting your audience’s attention

Most people aren’t opening up Instagram to admire the adverts. Users are inclined to scroll past them in their timeline. So your visual has to be arresting enough to stop their thumb and pique their interest. Then it’s the job of your messaging to sell your proposition and encourage the right people to click.

Show how your business is the answer to a problem. Address your reader directly and focus on outcomes and benefits. Be clear about what your reader stands to gain from using your services. Consider the doubts an investor may have about your services and write in a way that overcomes them. There are lots of ways to frame your messaging. Just remember to focus on your reader, not yourself.

Be aware that Instagram will truncate your description. That means the first 125 characters or so have to work hard to inspire the reader to continue with your message. Note also that Instagram is strict with anything that looks or sounds like financial investment. Choose your words carefully.

Test, test, test: optimising campaign performance

They say variety is the spice of life. And it can definitely spice up your campaign performance. Instagram enables you to add a number of image and description variants for your ad. The platform then algorithmically tests the various image and description combinations to find out what works best – and serves the best converting options preferentially. That increases your chances of engagement and conversion. So make sure you feed the machine with the variety it craves.

Another benefit of testing multiple image and description variants is that your ad will fatigue less quickly. People get numb to ads they see over and over again. Ad variants give you the chance to sell your property investment proposition from a variety of angles – and helps to keep your campaign fresh if you are serving your ads to the same audience a number of times.

After the click: an introduction to landing pages

Conversion is a process. Your Instagram ads are just the start. The goal is to drive traffic to your website or a designated landing page aimed at capturing audience data. We’ve written a info-packed article about PPC lead generation for real estate here. That article has key tips and tactics for landing page conversion. But here’s a quick summary…

  • Design and copywriting. Your landing page should feel like a continuation of your ad. That means using similar images and colours, making sure your logo is prominent and so on. Mobile optimisation is non-negotiable – and make sure you have a compelling proposition and call to action above the fold.
  • Create a closed journey. Single mindedness is a strength when it comes to landing pages. Limit the navigation options for your visitor and stay focused on one clear call to action.
  • Utilise social proof and trust signals. Customer testimonials are a great way to build credibility. If possible, scrape your customer reviews from a verifiable source such as Trustpilot or Google Reviews. And if applicable, include logos from other brands that act as trust signals – such as your TrustScore or popular publications that your business has featured in.
  • Screen your audience via your forms. We’ve said it once, we’ll say it again. Where property investment is concerned, it’s better to have a small number of leads with high conversion intent than a bunch of leads who are never going to become customers. Think about how you can ask questions during the moment of data capture that screen out people who are unlikely to convert.
  • Remember your GDPR obligations. Your data capture forms must include a tick box that asks your leads to actively opt in to your comms. You should also have a statement indicating who will be contacting your leads (e.g. the name of your business) and how your leads will be contacted (e.g. email or SMS). A link to your privacy policy is also essential. The potential fines for non-compliance can be huge.

There’s more info here…

>> Revenue-boosting PPC for real estate investors

Retargeting: turning leads into customers

With Instagram ads for real estate, the hard work begins once you’ve acquired some leads to remarket to. The first step is to design a campaign that allows you to nurture your leads – reaching out to them with content that sells your proposition and builds your credibility as a brand.

This retargeting process is especially important in the property and real estate investment sector – where the lead-to-close time is typically around six months. You have to nurture your leads carefully.

We’ve covered best practices on PPC retargeting for property investment businesses in this article. But here’s a quick summary…

  • Bring your leads in from the cold. Any new leads should be excluded from your cold PPC activities across all channels where you have active campaigns. Serving cold lead gen ads to people who have already expressed an interest in your business can frustrate your prospects and wastes ad budget.
  • Echo activities on your main retargeting channel. Email is a great channel for lead nurture campaigns. Your Instagram retargeting efforts should echo your email campaign activity – educating your leads about your business, raising awareness of your services and sharing info on any offers or events that you are running. Verifiable customer reviews work really well here.
  • Make it personal. Your real estate retargeting ads should be as personalised as possible – based on the lead acquisition method. The more you can make your lead feel that you are carefully considering their position – and trying to help – the more likely they are to convert.
  • Get to a meeting as quickly as possible. Trying to convert your leads too aggressively & quickly can backfire. Softly, softly is usually best. But be aware that there’s direct correlation between the time it takes to get your lead into a meeting/call and their likelihood of conversion.

Performance tracking: don’t hide from your data

Your ads dashboard will provide you with lots of data on your ad performance. Don’t waste it. 

This data can help you unlock radically enhanced ad performance. So try to identify any trends in the ads that are performing best. Is there something in your messaging that’s encouraging clicks? Is a certain type of image garnering attention? When you understand what’s getting results, you can double down on those strategies – creating additional ad variants based on what’s working and ditching the stuff that isn’t.

Of course, it’s not just the performance of your Instagram ads that matters, but the performance of your campaign as a whole. And many advertisers seem to forget that. For proper insight you have to be able to track all points in your lead generation and customer acquisition journeys.

That requires getting your performance tracking set up to provide full visibility into onward KPIs – not least the clicks and conversions on your landing page, and the meetings and sales that come off the back of this.

It can be technical and time consuming to set up this performance tracking. So let us help. We know how to set up campaigns to capture all necessary data points – and we build custom dashboards that provide clear visibility into key metrics.

Sounds good? Contact us for a chat about how we could help you. Or read this case study to see how we helped Alesco Investment Property drive over £2.5m in new customer revenue using paid media.  

You may also be interested in:

>> Revenue-boosting PPC for real estate
>> Facebook ads for real estate: tips to grow revenue
>> Best practices for Google pay per click real estate campaigns
>> 6 expert tips for real estate retargeting ads
>> Is TikTok good for lead generation?