Should Condominium Management Companies bother with Facebook Ads? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Facebook Ads, Google Ads and Remarketing. Over the years, I have helped quite a number of Condominium Management Companies achieve growth using Facebook Ads. So, sit back and relax as I share my knowledge with you in this article. The post is divided into the following sections;
Why Should Condominium Management Companies Bother with Facebook Ads Marketing?
One of the things that I have noticed over the years is that people are initially hesitant when it comes to Facebook Ads Marketing. That’s particularly the case for Condominium Management Companies.
The fear for some is that Facebook is too vast, too expensive or too complicated a platform on which to find the right audiences. If you have this mindset, it’s time for me to put things straight for you. Facebook Ads Marketing is a must for all businesses, including Condominium Management Companies for the following reasons;
Facebook is big
Facebook has been around for quite some time now. Over the years, the platform has acquired it’s fair share of detractors. If you read around, you would be forgiven for thinking Facebook is dying. However, that couldn’t be further from the truth.
Find more statistics at Statista
In fact, Facebook continues to grow, as you can see in the above graph from Statista. At the time of writing this article, the platform had 2.7 monthly active users. But what does that mean for Condominium Management Companies?
Well, it simply means whatever the target audience that you are looking for, you will be able to find it on Facebook. If you are wondering about the best target audience for property management companies, that’s something that we will talk about later in this article.
Facebook Ads are Affordable
Did you know that you can boost posts for your Condominium Management Company on Facebook for as little as $1?
Clearly, worries that advertising on the platform will turn out to be expensive are rather misplaced.
I have been doing digital marketing for some time, and I can safely say Facebook Ads are some of the cheapest on the market today. They are even cheaper than Google Ads.
It’s possible to be precise in your audience definition and targeting
A common failing among people looking to advertise on Facebook and elsewhere is the inability to clearly define target audiences. In fact, the success or failure of your Campaigns rests on your ability to make sure that your ads are delivered to the right people at the right time.
But how do you do that? Fortunately, Facebook provides you with a raft of tools that you can use to define your target audience. You also have tools for zooming in on the people to whom you wish your Facebook ads to be delivered.
The result is that you will get a better ROI with Facebook Ads. They are definitely better performing than the alternatives. But you do need to know what you are doing, which is where this article comes in. By the end, you should have a pretty good idea of what it takes to run successful Facebook Ads marketing Campaigns.
You can run your own Campaigns
As noted at the top, my company specializes in Facebook Ads. I won’t begrudge you, however, should you learn to do some things on your own.
In fact, that’s the whole point of this article, to show you how to do Facebook Ads Marketing for your condominium management company on your own.
The subject of Facebook marketing is vast. But with perseverance, you should be able to learn how to handle most aspects on your own.
Options for Marketing Condominium Management Companies on Facebook
Facebook marketing is not just about paid ads, contrary to what we may have led you to believe. In fact, you also have free options for promoting your business on the platform. The following are the paid and free marketing options on Facebook for businesses around the world;
You can market your business for free using a Facebook Page
Does your Condominium Management Companies have a Facebook Page? If not, what have you been doing all along? It’s time for you to get off your bottom to start benefiting from this free tool. Facebook Pages are important.
They serve as meeting places for similar-minded people. You can use yours to make yourself visible to people who are looking for your services via Facebook. You can also use your Page to answer questions from prospects.
I have previously written an article on how to best run a Facebook business page. One thing that I noted then is that most people make the mistake of setting up their pages and then forgetting all about them. That’s a cardinal sin. You need to be active on your Facebook page. Otherwise, it’s usefulness as a free marketing tool will drop drastically.
You can boost your posts on Facebook to reach more people
On the paid side of Facebook Marketing, it’s possible to boost posts to ensure that they reach an audience that’s wider than your circle of friends and followers. That’s something that I have already talked about.
You can boost a post that has been published on your website and that has been shared to Facebook. You can also boost a post that you have published directly on Facebook. The aim is to reach the maximum number of people.
You can create paid Facebook Ads
Paid Facebook ads are what I am focusing on in this article. They are another option for those looking to market themselves on Facebook. To be frank, I prefer paid ads better than boosted posts. With paid ads, you have that many more tools on your fingertips, making it possible to craft an ad that appeals the most to your target audience.
Getting Set Up
Before we go to the creation of Facebook Ads for Condominium Management Companies, there are a number of things that we need to put out of the way. Of course, you can skip this section, but I advise you not to do so. The tips given here could very well be what stands between success and failure for your venture;
You need to set up Facebook Pixel for Remarketing
There are times, while surfing innocently across the internet when you may notice that there are some ads that seemingly follow you from one website to the next. Does this mean the internet is haunted? Well, not really! That’s only an example of remarketing at play. Most people are familiar with Google remarketing.
With Facebook, remarketing or retargeting occurs via what is referred to as a Pixel. What happens is you first install a piece of code on your website. This code is then used to track what visitors to your site are doing. The next time that they go to Facebook, they are shown relevant ads from your business. These ads are based on their interest on your site.
Remarketing is very important. Done right, it can help you boost your conversion rate by as much as 400%. So, this is something that everyone advertising on Facebook needs to be doing. If you need help doing any of the technical work, don’t hesitate to get in touch with me.
Be clear who you wish to target
I have already noted that getting your audience definition right is important when doing Facebook Ads marketing for Condominium Management Companies.
Before you start creating your ads, you need to be clear who you are targeting. You cannot target everyone, no matter how appealing that may appear to you. Doing so would be a waste of time and money.
The following are some potential groups that Condominium Management Companies may be looking to reach with their Facebook Ads;
- Condominium owners
- Property investors
- Tenants at the properties that they manage
Also have clarity on your goals for each Campaign
You can have as many Facebook Ads as you wish. But for any of them to succeed, you need to be clear on what you are trying to achieve beforehand. Maybe you wish to get people to your business’ website.
Or you could be looking to answer questions from your prospects. Maybe you wish to get contact information from property owners and investors. Whatever the case, being clear on what you are trying to achieve makes life easy for your as you start creating your ads.
Creating Facebook Ads for Condominium Management Companies
Facebook Ads are created using Ads Manager. You need to have a Facebook Business Account to get started. But that’s simple enough to get, so we won’t dwell on that here. The process of creating Facebook Ads has 3 steps;
- Choosing a Campaign Objective
- Defining you Target Audience
- Creating your Ad
Choosing a Campaign Objective
In Ads Manager, once you have clicked on the Create button, the first thing that you will be asked to do is to choose a Campaign Objective. Campaign Objectives can be thought of as goals for each Campaign.
What is it that you wish to achieve? If you have already gone through the preceding section in this article, you won’t have an issue here. Facebook provides you with the following 11 Campaign Objectives, from which you can only choose 1 per Campaign;
- Brand awareness
- Lead generation
- Catalog sales
- App installs
- Store traffic
- Video views
What’s the best Campaign Objective when creating ads for Condominium Management Companies?
Which of these Campaign Objectives would work best when creating Facebook Ads for Condominium Management Companies? It’s important to note here that you are not restricted in any way. You can have different Campaign Objectives for different Campaigns. In fact, doing this is one way of finding what’s best for your business.
For this example, we wish to get people from Facebook to a landing page where we can capture their contact details. These people will become part of our contact list, and we can reach out to them to get them to sign up to have us manage their properties. So, we are going to choose Traffic as our Campaign Objective.
Setting up your Target Audience
After choosing your Campaign Objective, the next thing that you need to do is set up your Target Audience. We have already noted that we wish to target condominium owners and property investors. These are the people who are likely to be interested in our services.
Setting up your Target Audience happens in the Ad Set. Here, you have a variety of tools that you can use to define and refine your target audience. I firmly believe this is the most important section when creating Facebook Ads. Mess things up here, and your ads will be delivered to the wrong people who may not be interested in what you have to offer.
Targeting a Custom Audience
Remember what we said about setting up Pixel on your website? This is where the usefulness of doing that becomes apparent. You can target your Facebook Ads at custom audiences that are composed of people who have visited your website, as tracked by Pixel.
Perhaps they browsed through the property management section, but they left without signing up to have you manage their condos. You can also target people who have liked you Facebook Page.
Custom audiences are important because they are composed of people who already know about you. They are, therefore, much more likely to respond positively to your marketing. The following can be data sources for your Custom Audiences;
- App activity
- Customer list
- Offline activity
- Lead form
- Instant Experience
- Instagram account
- Facebook Page
- On-Facebook Listings
Creating a new Target Audience
You can also opt to target your ads at an entirely new audience. That’s useful if you wish to broaden your horizons to people beyond those that already know about you.
If you choose Brand awareness as your Campaign Objective, as an example, it would be useful to target a new audience. Those that have been to your website or those that have liked your Facebook Page are already pretty much aware of your brand.
Facebook provides the following settings that you can use to create a new target audience;
Where do you wish to have your ads delivered? Does your Condominium Management company operate nationwide? Or are you confined to a particular city? Whatever the case, you can define your target locations here.
For our example, we are going to assume that our company operates in Palm Beach, Florida. That’s where we wish to have our ads delivered. So, we will be targeting condo owners in this area. Note that the settings that you choose here depend on the scope of your operations.
Most businesses are rather localized in nature. A gym, as an example, draws customers only from about 4 miles around its physical location. An online store, on the other hand, can operate across the world. Anyway, you know your business best. Make sure that you have chosen the setting that’s best for you here.
You can also define your Target Audience based on age. Which age range do you wish to target? For this example, we will have our ads delivered to people 35 years and above. They are the ones who are likely to be condo owners.
It’s also possible to target your audience based on gender. This setting is particularly useful for those that are into gender specific products. For this example, we will be targeting both men and women so we will leave things as they are.
It’s also possible to restrict delivery of your Facebook ads based on languages. Perhaps you wish to have your ads only shown to people who speak a particular language.
The audience that we have chosen so far is pretty broad. If we run with it, the results that we will get will probably be average. To really get going, you need to narrow down on your target audience. This can be done in the Detailed Targeting section.
Here, audience definition is through demographics, interests and behaviors. For this example, we are going to target property owners and property investors.
Remember that Facebook knows a lot about it’s users. So, you can take advantage of that knowledge to really zoom in on the people that you are targeting. We will be targeting people mainly based on their income. We will, therefore, have our ads delivered to the following people;
- Household income: top 10% of ZIP codes (US)
- Household income: top 25%-50% of ZIP codes (US)
- Household income: top 5% of ZIP codes (US)
Budget and Schedule
The Budget and Schedule section can also be found in the Ad Set. This is where you determine how much you wish to spend on your ads per day and for how long. Let me repeat that Facebook Ads are pretty affordable. You can get going to small amounts of money per day.
One thing to note is that you need to keep control of your spending. When you sign up to advertise on Facebook, the company keeps your credit card details on file. If you don’t tell them to stop running your ad, they will go on deducting money from your account forever.
What you need to do is to set start and end dates for your ads. That way, you will have a clear understanding of how much you are going to spend by the end of a Campaign. You can also set a Lifetime Budget for your Campaigns.
The final section when doing Facebook Ads marketing for Condominium Management Companies is the creation of the ad itself. One thing that I need to point out here is that you have your work cut out for you. People do not go to Facebook to buy stuff.
They go there for more important things like gossiping with friends of accessing the latest bout of fake news. So, you do need to make sure that your ad has the ability to cut through the veil. But how do you do that?
Give people offers
People respond very well to offers and freebies. That’s a quality that you can exploit here to ensure that you break through the barrier that stands between you and your prospects on Facebook. As an example, you can offer, through your ad, to do a “free rental analysis,” on their behalf.
That’s something that property owners are likely to respond positively to. The ultimate goal will be to grow your contacts list. Let me repeat that you need to offer something to people as a way of breaking through the marketing veil that exists on Facebook.
The good news is that Ads Manager now has a section where you can run offers that people can save. This feature will help you boost interest in your business. You can see an example of what we are talking about in the above screenshot.
Facebook Ads can be created as videos, single images of carousels. You need to decide which format works best for you. One way of doing it is by doing a lot of A/B testing.
That way, you will be able to find the format that’s bringing you the best results. Should you go for video ads, make sure that you don’t go beyond 15 minutes. Otherwise you will lose your target audience.
The primary text appears at the top of your ad. That makes it important. However, don’t get carried away here. Your primary text should be no more than 2 lines long.
In fact, make it 1 line long where possible. People do not respond well to text, particularly on Facebook. Let the visuals do most of the talking on your behalf.
That’s how to do Facebook Ads marketing for Condominium Management Companies. The topic is, frankly speaking, rather vast. It cannot be exhausted in one article. The trajectory that your ad takes will depend on the Campaign Objective that you choose. So, don’t be surprised if what you find is slightly different from what we mentioned here.
Do you wish to learn more about creating your own Facebook Ads for your business? If yes, then feel free to sign up for my Mini Facebook Ads Marketing course using the form below. You will get videos and tutorials showing you the best approach to advertising on the world’s biggest social networking site.