Elite AgentFrom the EditorProspecting and Listing

Market your listings to the right people on Facebook

Facebook have recently made more changes to their algorithm which again better favours content from your friends, rather than what you may be posting to attract new clients or buyers. But there is a way that you can more effectively target your content, whether it’s listings or other social content to the right audience on Facebook using some clever big data analytics by Quantium and Core Logic. Samantha McLean explains.

If you want to tailor your Facebook marketing and advertising to a segment of your local area – let’s say owner occupiers in suburb Balmain 2041 who might be looking at upgrading you can now get focused and targeted on who you really want to talk to at no additional cost.

For a long time, we have been saying as an agent to future proof your role in the transaction you need to add value, and to add value you need to know your audience. Nowhere is this a truer statement than on Facebook where there are a lot of agents that still insist on pumping out their current listings to everyone and simply boost them from the news feed. It’s not the worst strategy in the world, but there is now heaps better.

Last year, when we did the “Are you ready for 2020?” thought leadership white paper we found that agents should be looking to target niches that they personally identify with and to speak to those niches from a marketing perspective differently. It is NOT one size does not fit all marketing approach. A news piece about babies or child care centres is not going to appeal to a farm area of empty nesters. But on places like Facebook how do you make sure you are speaking to the right people when the audience potentially is so huge? You want to make sure that you are sending the right messages to the right people. So now you can – Enter some very clever analytics by companies like Quantium and CoreLogic.

As it happens there are some big data companies out there who as you are probably aware gathering data on us – as in us as consumers – every second of every day – including our spending patterns in the supermarkets, and other places, our takeaway habits, what we watch on Foxtel, what we own and what we rent, building up a picture of our habits online and offline. Companies like Quantium can take this raw data, crunch it up, anonymise it so that there is no personal information involved and offer these what we call audience segments on places like Facebook which advertisers like yourselves can use for free. Basically all you need a Facebook business page, a Facebook advertiser account in good order and you apply to be whitelisted by Quantium to obtain access to this audience. 

[watch the featured video for a demo of how this works]

If you haven’t checked it out yet, check out this weeks podcast from Josh Cobb at Stepps who talks about the recent Facebook Algorithm changes and why you will now need to “pay to play” on Facebook. This makes it more important than ever that you reach the right audience so that you are not literally throwing money down the drain

For companies like CoreLogic, this is a likely to get pretty interesting. They already have a lot of knowledge on the property side as in the physical building side of things, but not necessarily on the person in the property. However, this sort of big data analytics definitely is a big step toward understanding more about the people + the property and perhaps it won’t be too long before we see something like SmartZip in Australia which in the US predicts which house in any street is going to sell next. From speaking to some pretty smart people lately, this may not be too far away here.

Gaining Access

After watching this video, if you would like to gain (it’s free) access send an email to [email protected]. (As there might be a few of you… Quantium have asked us to send through requests in batches).

 

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