Why Facebook pixels are important for Real Estate Agents and Realtors

It is understandable many realtors and real estate agents are unsure of how to get the best out of Facebook to promote their business. You specialise in many features and aspects of your business, but this doesn’t necessarily mean that you automatically know how to best promote your organisation.

Facebook is an effective platform for realtors to promote themselves on, but there are many tips and tricks which help you get the best returns from your social media engagement and activity. One way for you to improve your efforts on Facebook is through the use of pixels, and if you don’t know what that is, we are here to help.

What is a Facebook pixel?

When most people hear the term pixel, they probably know that it is a small element of an image. This is true, but when it comes to Facebook, this small pixel helps you track visitors. By doing so, you create a platform to better engage your audience and achieve better results.

Facebook state the pixel is “a piece of JavaScript code for your website that enables you to measure, optimize and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your website across devices to inform more effective Facebook advertising campaigns.”

This sounds of benefit, but how does a Facebook pixel help you generate leads?

You can use the pixel to track activities of Facebook users who land on your website, and this enables you to better target these people, allowing you to advertise to them more effectively.

Installing a Facebook pixel

The benefits of using Facebook pixel appeals to most realtors, but a lot of people are concerned about the process of installing or using the pixel. However, it isn’t a difficult process.

The process begins by logging into Ads Manager on Facebook and then going to the Tools section, and then clicking on Pixels, to reach the Pixels page.

You should click on Actions and then View Pixel Code.

Once you see the code, copy the code, by clicking on it and pressing right-click to copy or highlight the code and then hit Ctrl-c.

Once you have the code, you need to install it onto your website. Some people may find this challenging, depending on the nature of your website or your own confidence levels, but help is always available. It is important to install the code between the <head></head> section of your website. If you are unaware of what this is, it is perhaps best to speak to the website administrator, and they will assist you.

If you have a WordPress site, you can download a plugin (with the Facebook Conversion Pixel plugin being a suitable choice) that helps you add the code. However, depending on the theme of your website, you may be able to add the tracking code JavaScript to your website in the theme settings, and many people find this option easier.

Once you have placed the Facebook pixel code into your site, you need to check it is working. You should use the Facebook Pixel Helper to review the code, and ensure it is operating as it should.

Why do I need to use Facebook pixel?

You’ll find that the Facebook pixel allows you to do some important things, including:

  • Building a custom audience based on the people that visit your website, which is highly useful for remarketing
  • Tracking conversions

Both of these outcomes are extremely important, and will allow you to achieve more success.

Most businesses want to get more people to their website, but once a person is on your site, it is helpful to know what they do. When you track what a person does on your site, you can see if there are problems on site or what helps people make a decision. You can also use this information to improve your services in the future.

However, many realtors benefit from using the Facebook pixel to create a custom audience which allows you to retarget and remarket to this group of people. Not everyone decides to hire you immediately. A lot of people like to think about the process, some people get distracted and others may say they’ll finish the process later but forget.

If you don’t track these people or have the chance to remind them of your presence, you lose these clients. However, through retargeting and remarketing, you have additional chances to connect with these people, helping you to persuade them to be a client in the future.

Once you drive people to your website with the first ad that you run, you can use the Facebook pixel to track what they do on your site, and then create a custom audience that you can use to retarget and remarket to this group of people so that you can increase your likelihood of a conversion.

Facebook Custom Audience

It would be great if Facebook provided you with a list of people who reached certain pages of your site, but they don’t. However, they do generate a custom audience based on data provided by the Facebook pixel.

Facebook doesn’t provide you with the identity of these users, but you can market to these people directly, based on their actions on your site.

  • If someone visited your website and spent most of their time looking at property in a specific location, you can target them with properties or information relating to this area
  • If a person visited your website and looked for homes with a set number of bedrooms, you can target them with properties or information relating to homes of this size
  • You can also target people relating to a specific listing or even people who visited your site in a set-time, but who haven’t returned since

The most effective way to use this style of targeting comes with reaching out to people who are no longer cold leads. They have already visited your site and taken an interest in what you offer. Therefore, there must be something that they are looking for that you can help them with. Reaching out to this audience is likely to be more effective than reaching out to a cold audience, because there is no indication people in that group hold any interest in what you offer.

Creating a website custom audience

To create a website custom audience, you should go to Ads Manager, then Tools and then Audiences.

You should then go to Create Audience and then Custom Audience, and when the pop-up box appears, you should select the option for website traffic. You then check the terms and conditions box and then you click on the Create Audience button.

From here, you set your criteria for the audience you wish to create, and doing so, connects your audience to the pixel. You can select people who have visited a particular page (and you add in the page URL) and you can even set the amount of days this is applicable to. If you only want to reach out to people who have visited your site in the past 30 days you can, or you can reach out to people who have visited in the past 180 days. You can also select any time-frame in between.

Conversion Tracking

You’ll also find the Conversion Tracking element of Facebook pixel to be important, because you get to see what action people take, or don’t take. If you get a lot of traffic to your site, but people don’t click your link or download a guide, there is something going wrong, and when you have these figures available to you, it becomes easier to amend your content to achieve better results.

While Facebook pixels is provided by Facebook for free, it can be difficult to manage or maintain if you don’t know what you are doing. If you want to save time and supercharge your Facebook marketing activities, rely on an expert to help you use the Facebook pixel.

If you want to learn more about the process or you would like to hire our services to take advantage of the Facebook pixel, get in touch and we will be happy to assist you.

Why not take our 14 day free social media trial by clicking here

Get in touch today to find out more about this service, and how it will help you.

Contact me on my email to arrange a time to chat ian.watson@agentmedia.co.uk

Thanks look forward to hearing from you.

Kind Regards
Ian Watson