A great starting point is to drive as many visitors to the agent's website as possible, such as a listing page. To achieve this, the traffic objective is selected. Performance is measured by the number of clicks to the chosen landing page. This objective is ideal for buyer ads, targeting in-market buyers most likely to click to view your listing. These ads support potential buyers learning more about the listing, create an intent to contact the listing agent and build audience data for retargeting.
The engagement objective is measured by the number of post likes, comments, shares, video plays and other actions signifying social interest. This objective can be used to generate interest among a new, less-qualified audience and nurtures users through to a more engaged stage where they have developed greater interest in the content.
The lead generation objective is introduced once the audience has been primed and is closer to taking action. Prospective buyers are encouraged to fill in their details on an in-Facebook lead form before our clients receive the notification that they have a new lead to follow up on and nurture. This objective is ideal for converting in-the-market buyers, sellers and investors, retargeting those who have previously interacted with the client's digital ads.