Facebook and Instagram, together known as Meta, has been an useful tool that our Commercial Team has been utilising throughout the year for their Sale and Lease Campaigns.
Here is a quick runthrough on Meta Marketing and how Civium will utilise it for your listing in 2025.
How it works
Ever shopped for jeans online, then the next time you go on Facebook all you see are ads for jeans? The same principle applies to commercial property listings–what appears on your feed is dependent on your online behaviour and interests. So, if you search for business or commercial property topics, similar content will likely surface in your feed.
When crafting a Meta campaign, we set parameters such as location, age, interests, and even income bracket to ensure ads reach the right audience. If someone aligns with the criteria, our ad with your property will likely appear in their feed.
Key Terms To Know
Here are some terms you should know when discussing meta marketing:
- Impressions: the number of times an instance of an ad is on screen for the first time
- Reach: the number of people who saw the ad at least once
- Click-through rate: the percentage of people who have clicked on some part of your campaign (a key metric to determine engagement.)
- Cost per mile (or CPM): the cost per 1,000 impressions (the most common way to determine the ideal campaign budget.)
Typically, we utilise two campaign types; product awareness and lead generation campaigns.
Product Awareness Campaigns
Product Awareness campaigns drive users directly to a listing (whether on real estate portals or our website), enabling them to explore it in more detail. This will then allow the viewer to engage with the agent. These campaigns usually have a lower CPM and higher impressions, offering greater exposure at a more cost-effective rate.
Lead-generation Campaigns
Lead-generation (or lead-gen) campaigns flip the buyer journey. They target a smaller audience who are likely to share their contact information. These campaigns utilise a Meta Form to capture contact details and additional business information so agents can make contact upfront and build rapport.
Why Consider Meta Marketing
Simply put, advertising through Meta is another tool in the agent’s toolbox to get your sale or lease listing the maximum exposure possible. Not only have we had success in broadening the exposure of new listings, but we’re also seeing a lot of success in rejuvenating listings that have experienced lower enquiry levels throughout the year.
Note for Vendors
While Meta campaigns can boost enquiry levels, they can’t change market demands. If a property doesn’t align with what investors, groups and businesses are looking for, it’s unlikely to unlikely to influence a sale or lease in a sale or lease, no matter how strong the campaign is.
It’s also important to know that Meta Marketing will likely not replace Portal Advertising, but be utilised as another tool used to enhance a sale or leasing campaign as a whole.
