Can Facebook be used to market Home Owner Associations (HOAs)? 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. I have been doing this for years. Today, I am going to show you how Home Owner Associations can effectively use Facebook for marketing. The article is divided into the following sections;
- Does Facebook Work for Home Owner Associations?
- Marketing options on Facebook for HOA.
- How to create your own Facebook Ads for your Home Owner Association.
Does Facebook Work for Home Owner Associations?
That’s a question that I get a lot from people. Is Facebook the right platform for marketing Home Owner Associations? My answer is always the same.
Virtually no platform out there beats Facebook as far as reaching out to the right audience at the right time and at the right price is concerned. The following are some of the reasons why using Facebook is a great option for HOAs;
Almost everybody uses Facebook
Each HOA out there is probably made up of hundreds of people. It can be difficult to effectively communicate with each of these people and to recruit new members. If only there was a platform on which people commonly meet at a social level? Well, that would be Facebook!
Find more statistics at Statista
Today, the platform has over 1.7 billion daily active users. I have included the graph above from Statista because those figures continue to rise. Today, about 72% of people in the United States use Facebook.
Chances are high, therefore, that over 72% of members of your Home Owners Association use Facebook. So, this is the place where you want to be as far as reaching your target audience is concerned.
Facebook Ads are affordable
Most people hesitate when it comes to using Facebook for marketing purposes because they think running ads on the platform is expensive. That couldn’t be further from the truth. I noted at the top that I do Google Ads. I also specialize in the creation of ads on many other digital marketing platforms.
One thing that I can say here is that Facebook ads are a very inexpensive option for most businesses, including Homeowner Associations. They are definitely cheaper than Google Ads. In Fact, you can get started with Facebook Ads for as little as $5. For that amount, you will be able to reach a lot of people!
It’s easy to target the right audience on Facebook
I have already noted that, if you are in the United States, over 72% of members of your HOA already use Facebook. One thing to note is that success with Facebook Ads does not depend on the amounts that you are willing to spend on Campaigns. Rather, it depends on your ability to define and refine your target audience.
Facebook is really good at this. You get a number of useful settings that you can use to precisely reach the people that you are targeting. As an advertiser, you can take advantage of the fact that Facebook knows a lot about its users. It knows who they are, where they work, who they are related to, what they like and a raft of other useful information.
You can run your own Facebook Ads marketing campaigns
Is it difficult to create and run Facebook Ads marketing campaigns? Well, it does take some doing. I don’t want to lie to you. You will stumble at the beginning. But if you stay along the path long enough, you will soon master the art of creating your own Facebook ads for your HOA.
That has the advantage of further reducing your costs. Most people prefer that a professional like me set things up for them nicely at the onset. If you would like that, then feel free to sign up for my Facebook Ads setup plan. Once I have set up your account and everything else, you can take over and run things on your own.
Marketing Options on Facebook for Home Owner Associations
What promotional options are available on Facebook for Home Owner Associations? One of the major advantages of using Facebook for marketing purposes is its versatility. You have several options when it comes to reaching out to your target audience;
You need to create a Facebook Page for Free
Facebook pages are a great option for Home Owner Associations wishing to market themselves on Facebook. In fact, every HOA should have a Facebook Page. I have previously written an article on how to properly run a Facebook business Page.
Though HOAs cannot be considered as businesses in the strictest of senses, the tips that are contained in that article are still applicable. A Facebook page is useful in that it serves as a gathering place for likeminded people.
In this case, we are talking about members of the same Home Owner Association. A Facebook Page can be used as a central meeting place for each of these members. It where they can gather to talk about issues of concern around their neighborhood.
A page can also be used as a marketing tool for recruiting new members to the HOA. As a HOAs, you are likely to encounter people who like your Facebook Page without being registered members of your association.
These are probably people who live in your neighborhood, but who have never bothered joining your HOA. The great thing is that you can use data gathered through your Facebook Page to target the right audience with your Facebook Ads.
Facebook Pages are Free
Facebook Pages offer great marketing opportunities for Home Owner Associations. The really cool thing is that you can create a Page on Facebook free of charge. So, this is a free marketing opportunity. I have already noted that HOAs do not operate on a for profit basis.
Their budgets are not exactly bottomless. Most will be looking to cut costs wherever possible. Facebook pages help propel them towards this goal. Instead of forking out money on marketing, a HOA can reach people via its Page for free.
You can boost your HOA’s Posts on Facebook
Boosting posts on Facebook is something that’s a bit controversial. It’s not something that I personally consider to be very useful. However, some people have reached lots of people that way, so it’s something that you should consider.
What happens with boosting Facebook posts is that you are paying to reach people beyond your circle of friends and followers. Let’s say you have published an announcement on your Facebook Page. Let’s say you wish to get people’s input about a proposed entry into your neighborhood by a large retail chain.
When you publish this post, it will reach people who follow your Page. But these will obviously not be the only people in your neighborhood. What I mean is; not everyone in your neighborhood will be a member of your HOA.
These are the people that you will be looking to reach when you boost your post. As noted, I am not a fan of boosting Facebook posts. I firmly believe it’s better for people to create “real” Facebook Ads. These have more options and have a better chance of success than boosted posts.
You can do Paid Facebook Ads
Paid ads are the final option open to Home Owner Associations when it comes to marketing on Facebook. Paying for ads allows you to go way beyond your Page in terms of reach. This can be crucial, particularly when it comes to recruiting new members for you HOA.
This option is what we are focusing on in this article. So, sit back and relax as I show you how to create Facebook Ads for Home Owner Associations.
How to Create your Own Facebook Ads
Hopefully, the background information that I have provided so far will help you as we come to the creation of your first Facebook Ad for your Home Owner Association. Facebook Ads are created using Ads Manager. The process of creating them is composed of 3 basic steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating the Ad
Choosing a Campaign Objective
In Ads Manager, the first thing that you will need to do on the way to creating Facebook Ads for Home Owner Associations is to choose a Campaign Objective. These are basically goals for your Campaigns. Each business will have different goals. Even the same business may have various goals depending on the circumstances at a particular point in time.
Facebook provides 11 Campaign Objectives for people advertising on the platform. Each Campaign can only have one, so you need to carefully decide on what you wish to achieve. The following are the currently available Facebook Ads Campaign Objectives;
- Brand awareness
- Video views
- Catalog sales
- Store traffic
- App installs
- Lead generation
Best Facebook Ads Campaign Objective for Home Owner Associations
What would be the ideal Campaign Objective for HOAs when creating Facebook Ads? I need to point out here that you are not restricted to one Campaign Objective, though some will work better in some instances than in others.
As an example, HOAs couldn’t possibly choose Catalog sales as their Campaign Objective because they are not selling anything. Conversions would also probably be out.
In our case, we will assume that we are trying to recruit new members. Therefore, either Reach or Brand awareness could work well in this instance.
We could also go for Traffic as our Campaign Objective. In that case, we will be taking our audience from out Facebook Ad to a landing page, where we can convince them to take some desired course of action.
Setting up your Target Audience
If you have already done some pre-planning, you probably won’t spend that much time on choosing a Campaign Objective. The next step involves setting up the Target Audience for your HOAs Facebook Ads. It’s important here to have clarity on the people that you wish to target.
Who are they? Where do they live? What do they like? As noted earlier, Facebook knows a lot about its users. You can use that knowledge to reach the right people, which increases the chances that your ads will produce the desired results.Setting up a Target Audience for your Facebook Ads happens in the Ad Set.
Targeting Custom Audiences
This is the first option when creating Facebook Ads for Home Owner Associations. I do have to say that Custom Audiences are great. They work better than the alternative. Why? Well, because you are targeting people who have already heard about you.
You have several options when it comes to defining your custom audience. You could go with people who have already been to your website. To target these people, you need to first set up Pixel on your website. That's tracking code that Facebook uses for retargeting.
Once Pixel is set up, you can use the data that it generates to target people based on their interest on your site. You can see other options for Custom Audiences above. They include people who have liked your Facebook Page.
Defining a new audience
You also have the option to define a completely new Facebook audience. To do so, you need to use the following tools;
Where are the people who you are trying to reach with your Facebook Ads located? In the case of Home Owner Associations, the target audience will be located in the neighborhood represented by the HOA.
Facebook allows you to be as precise in the definition of your target location as you wish to be. For this example, we will assume that our HOA is located in the Florida suburb of Westchase.
The place has a population of about 24000 people. So, these are the people that we are trying to reach with our ads.
Age is an important tool when creating the Target Audience for Facebook Ads for Home Owner Associations. How old are the people that you are targeting?
We have already noted that Westchase in our example has 24000 people. Of these, you probably will only be interested in adults. Anybody below the age of 25 is unlikely to be a homeowner, so we will exclude them from our ad.
You can also use Gender as a tool to further define your Target Audience. In this case, Westchase has about 11 thousand male residents and about 13000 female residents. You need to decide who you wish to reach. For our example, we will have our ads delivered to both men and women.
There are instances where language is a useful tool when doing Facebook Ads marketing. Perhaps you are targeting people who speak a particular language, such as Spanish.
We have so far defined a great Target Audience. It’s composed of people living in the suburb of Westchase in Florida. We will be targeting both men and women over the age of 25. However, this audience is very broad. If we run our ads with this audience, we will have a limited level of success.
Just to illustrate the point; Westchase has nearly 24 thousand residents. However, there are about 9265 households in the entire suburb. What does this mean? It means you need to have delivery of your ads narrowed down as much as is possible.
For better success, your ads should be delivered to home owners and tenants. Their dependents probably are not worried about the kind of issues that you are trying to put across. Of course, situations are never cast in stones. There may be instances where you may wish to reach everyone in your area, regardless of whether or not they are a home owner.
Budget and Schedule
How much should be spend on Facebook Ads for Home Owner Associations? Well, how much are you willing to spend?
My advice to people is to be conservative at the onset. Work around with your ad till it has become the best that it can be. From there, you can begin testing whether or not boosting spending gives you better results.
The Budget and Schedule section forms part of the Ad Set. One thing that I need to point out here is that you should always try to retain control of your spending. If you don’t do that, Facebook will keep running your ad and deducting money from your credit card forever.
You can limit your spending by setting start and end dates for your Campaigns. You can also define an overall spending budget limit for your Campaigns. That way, the moment that you exhaust your budgeted amounts, Facebook will stop showing your ads.
Creating the Ad
Creating your ad is the final stage on the way to doing Facebook Ads marketing for Home Owner Associations. In reality, the ad is what people will actually see. They won’t see all the work that we have been doing so far. They will see your ad, and it needs to be good.
One thing to note, however, is that you are a bit limited in terms of time and scope when creating Facebook Ads. People do not go to Facebook to view your ad. They go there to talk to friends and family and to share the latest bout of fake news. So, you are intruding on these noble causes with your ad, which makes life rather difficult for you.
Your Facebook ad can be in the form of a single image, a video or a carousel. With regards to a video, Facebook recommends that this be no more than 15 seconds long. Beyond that, you will be waffling and your message will be lost.
The Primary Text appears at the top of your Facebook Ads. Make sure that this is short but to the point. I recommend that your Primary Text be no more than 2 lines at most. Text does not work very well on Facebook. Let your images and videos do most of the talking.
Facebook marketing is a vast subject. It can never be exhausted in one go. In this article, I showed you how to create your own Facebook Ads. I also mentioned the marketing options that are available on Facebook for Home Owner Associations.
If you want to learn more about promoting your business on the world’s biggest social networking platform, feel free to sign up for my Facebook Ads Mini Course using the form below. The course contains a lot of materials that will help you create top range Facebook Ads for your HOA.