In July, Homesnap announced that brokerages can capitalize on Facebook’s Dynamic Ads for Real Estate through its platform. Earlier this month, Berkshire Hathaway HomeServices KoenigRubloff Realty Group became the first brokerage in the country to leverage the program, building out its marketing in one strategic transition.
With Facebook’s Dynamic Ads for Real Estate (DARE), brokers have the capability of efficiently marketing their properties in targeted ways. Applying cross-device intel—i.e., data from Facebook and real estate search sites—Dynamic Ads for Real Estate learns the preferences of users, then displays the homes most relevant to them. The result? Ads are appropriately served, brokers have dramatically improved prospects, and both parties win.
For KoenigRubloff, adopting Dynamic Ads was a natural progression. According to Patrick Bergner, chief marketing officer of the company, Facebook has been key to its marketing spoke, both to generate leads and promote recognition.
“We take an inline approach to marketing, so we have offline and online strategies to cover the entire pool of buyers out there—which is in-line with consumer expectations,” says Bergner.
One of those approaches is collections ads on Facebook, which are based on the IP address of the user—a flawed method, given that consumers are not always using devices located in the market they prefer to reside in. With Dynamic Ads through Homesnap, KoenigRubloff is able to apply data from Homesnap searches, as well as its own site, to promote properties.
“The evolution of that type of advertising [collections ads] allows us to pinpoint what it is exactly [consumers] are looking for, and more similarly match their needs,” Bergner says.
Once clicked, the Dynamic Ad leads to the listing on KoenigRubloff’s website, not only allowing the consumer to learn more about the listing in question, but also connecting them to the listing agent, who is featured on the listing page.
For affiliates of the brokerage—and sellers—Dynamic Ads all but guarantee buyers with a demonstrated interested are marketed to, says Tim Condon, senior vice president of Engagement and Marketing at Homesnap.
“DARE for Real Estate through Homesnap offers a considerable benefit for KoenigRubloff’s agents and their clients: It puts homes in front of the potential buyers who are most likely to be interested in those properties, leading to an extremely efficient and targeted marketing opportunity,” Condon says.
“We’re exposing listings to parties who have expressed interest in listings in that area, and consumers appreciate ads specific to their needs and interests,” says Bergner, who notes that KoenigRubloff is adapting its listing presentations to include the program.
According to Nancy Nagy, CEO of KoenigRubloff, the ads better connect with the consumers of today, who demand efficiency, personalization and timeliness.
“We are pleased to be the first residential real estate brokerage in the nation to offer DARE through Homesnap,” says Nagy. “Our agents and their clients appreciate that DARE is a completely automated program that allows us to reach consumers with properties that meet their unique search criteria, and the dynamic technology means that the information they receive is always accurate and up-to-date.”
For more information, please visit www.koenigrubloff.com.