Are you using YouTube Ads in your real estate business?
If not, there’s several reasons why you should consider it.
Unlike Facebook which is a random pattern interrupt type of marketing, YouTube is an intent based marketing. People are actually going there to search and learn about the topic you’re discussing. So instead of just scrolling past your annoying FB video ad because they’re just looking for fun stuff their friends and family are posting, on YouTube, if you have the right title and thumbnail image that addresses their concern, they’ll stop, click and watch.
Also because YouTube is an intent based platform, people will watch longer form content. On Facebook you usually have to make it super short and sweet if you want them to see your content and then hopefully engage. On YouTube, you can create very long content that if relevant people will sit and watch for 15, 20 minutes or even longer. So you’re able to do a much better job of delivering your sales message.
The targeting is better. With Facebook’s restricted category where you must run your ads to a minimum of 15 miles and other limited targeting options, your ad spend is going to be way higher when you’re just trying to promote that listing in a specific neighborhood or zip code (which you can’t do on Facebook). However on YouTube (for now) you can limit to 1 mile radius, specific cities or specific zip codes. Also whether you believe it or not Google is much better at collecting and compiling data on individuals. For example, when targeting income groups, Facebook bases that target by median income for the Zip Code. So if you’re using income targeting you’re still marketing to an entire zip code. On the other hand Google actually knows income by individuals. So when you say you want to target to the top 25% of income earners, you will not be targeting their kids or the broke neighbor. There’s many other categories they are better at as well.
Advanced Tip: Just like Facebook, you can track how long people watch a certain video and deliver additional content to them. For example, if someone watches 50% of your 12 minute video, they are probably the right audience for what you’re selling. So you should have a secondary “audience” created in a separate campaign that is driving content aggressively to these people. For this you need to create a custom audience.
In any case, if you are marketing your real estate services online, you must be using YouTube!
