How to Use Facebook Ads [For Property Managers]

FACEBOOK ADVERTISING
for PROPERTY MANAGERS
Charity Hisle, Socially Engaged Marketing®

AppFolio
• Web-based property
management software
• Complete Solution Includes
• Property Mgmt & Accounting
• Online rent collection (free)
• Prospect / Guest Card Tracking
• Marketing
• Website
• Payment processing
• Online applications
• Resident Screening

So You Run a More Successful Business

©2012 AppFolio, Inc. All Rights Reserved.

Grace Hill
• Leading Education Provider
• Offering eLearning for more than 10 years
• More than 1,500 courses taken each day
• Accounting

• Apartment-Industry Specific Training
• Fair Housing, Preventing Sexual Harassment
• Intro to Social Media, with Lisa Trosien
• Dozens more in English & Spanish

• Vision Learning Management System (LMS)
• Custom Course Development
• www.gracehilllearning.com for course previews


Agenda

• Why buy ads?

• Facebook ad basics

• Create effective ads

• Measure ad success


Facebook has 955 million
monthly users.

Photo Credit: Pan Xunbin

Why Buy Ads?
• Build brand awareness and a fan base

• Drive traffic to your website

• Stay in touch with residents

• Generate leads

“Fans are up to 547% more likely to engage with a
brand than nonfans.” SocialCode, 2012


Have you ever clicked on
a Facebook ad?


Ad Basics
• Facebook-driven
destination ads are
more affordable

• Sponsored Results
coming to search
results

• Power Editor on
Chrome browser


Ad Terminology

• CTR = Click Through Rate

• CPC = Cost Per Click

• CPM = Cost Per Thousand Impressions

How do you know what to choose?
• CPC is best for leads & engagement
• CPM is best for building brand awareness


Sponsored Stories Receive
53% Higher CTR
• Cost per fan is 39% lower
than regular ads

• Sponsored Stories boost ad
performance

• Ads connect people to pages
while Sponsored Stories
drive engagement and
distribution


Sponsored Stories
Are Flexible
• Likes on a Page

• Engagement on a Page

• Joins event

• Check-ins

• Answers a question


Video & Photo Page Post Ads

• Launch a brand, product, or
movie

• Drive awareness

• Drive video views

• Promote a commercial


Video Page Post Ads


Photo Page Post Ads


Events & Questions Page Post Ads

• Questions should be unique
to brand

• Use brand name in questions

• Add image

• Include date and time

• Run event ads 2 weeks prior
to event

Questions Page Post Ads


Do you advertise on
Facebook?


Promoted Posts
• Most organic type of ad

• Get impressions,
comments, shares, likes
and fans
• Affordable for small budgets

• Share videos, photos, offers
and deals

• Share vs. Sell


Promoted Posts


Promoted Posts: Challenges

• Pricing is variable

• Only page admins with access to the campaign
see the data

• The reach is often overestimated


Facebook Deals & Offers
• Generate awareness

• Encourage traffic

• Acquire new prospects

• Build resident loyalty

• Reward residents and prospects

• Limited-time offers


Create a Check-in Deal
•Bring value

•Be mindful of deal fatigue

•Promote your deal:
• Targeted updates on page
• Targeted ads by location

https://www.facebook.com/deals/checkin/business/


Claiming Check-in Deals


What People Click Most


What “action” are you
trying to drive?


Develop the Ad Campaign

• Set goals: engagement, likes, leases, brand awareness?

• Establish target market: be relevant by interests and
location.

• Determine budget: who will manage, how long, estimate
costs, perform trials/tests?

• After-ad plan: what will you do after you run the ad to
keep fans engaged?


Create Effective Ads

• High relevance: audience should be targeted

• Compelling call-to-action: include urgency

• Use GREAT copy: inspire instant engagement

• Value proposition: Is the action worth their time?

• Eye-catching/disruptive imagery: bright, relevant and
clear


Weak Ads


Strong Ads


Text Prohibited in Photo


Target to Groups of Fans

• Age
• Education
• Gender
• Likes and interests
• Connections
• Relationship status
• Language
• Workplace
• Location


Contests

• Contests have three benefits:
• Get fans to join the conversation
• Engage friends of fans
• Collect information for future marketing

• Use a third-party app and comply with Facebook
promotion rules

• Promote contests with ads, sponsored stories, deals,
and promoted posts


Measuring Results

• Clicks: How many clicks did the ad receive?

• Impressions: How many times was the ad seen?

• CTR: Clicks divided by impressions

• Actions: How many people took the action you intended?

• Conversions: How many responded to call-to-action?

• Cost-per-Conversion: Cost of Fan or event RSVP


How to Use Facebook Ads [For Property Managers]

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