Facebook Dark Posts for Luxury Real Estate Developments Marketing
Facebook is the world’s biggest social media platform, period. End of the story!
While I’m writing this article 1.5 billion people use it.
The chance that, during your normal day, you meet another Facebook user in your real world are higher than 99%, if you live in North America or Europe, this means that almost everybody use it on the daily basis.
Said this, it’s understandable why Facebook still remains the best platform to market B2C, in particular, to generate leads for Real Estate.
Facebook have one incredible marketing tool named: Dark Posts
But, how Facebook’s Dark Posts works?
Let’s take a step back for a second.Suppose that you have a huge amount of apartments to rent, you have to keep in consideration that in the end you are building a brand new community.
Suppose that you have a huge amount of apartments to rent; you have to keep in consideration that in the end you are building a brand new community.
Try to think of your asset as one unique asset and not as 60 differents assets.
Now, when you prepare your first campaign, you have to be focused on the fact that you have to promote your building with one unique value proposition “A new community designed for young professionals“, for example, and we’ll call this TEST A
Now, you gonna prepare a second campaign called TEST B, where the value proposition is totally different, for example: “A new community designed for young families”
Facebook’s Dark Posts allowed you to understand where you have more success, more conversions and where you can generate more leads, how?
It’s quite easy and very effective:
1- You start your campaign with TEST A directed to people Male/Female from 30 to 50 years old, professional, with higher incomes, and other parameters you know belong to young professionals demographic (Facebook allowed you to select several filters for your audience and in the end you get the potential number of the people you can reach with your campaign.
2- You start your campaign with TEST B, this time, the target segment will be different, maybe female 30 to 50, with interest for kids activities, schools and other family stuff.
3- You design 2 completely different posts, like the picture below:
Now your 2 campaigns are ready.
But, just a sec. We do not want to see these 2 campaigns, with 2 different messages, and 2 different value propositions on our Facebook page, and also, we do not want TEST A’s audience to see the TEST B’s audience post and vice-versa…….Facebook’s Dark Posts are made for this…
Facebook’s Dark Posts allowed you to run several campaigns, with totally different messages and this campaigns will never be shown in your timeline also you will be able to monitor all your campaigns and learn which one get more results, generate more leads and which value proposition attracts more tenants or buyers….the best marketing tool you ever had!
Here the reasons why you should use Facebook dark posts:
- You can run several campaigns with different messages targeting different segments
- You can get all the metrics you need to understand which message works the most
- You can validate your value proposition
- You can understand the larger segment to target in your future campaigns
In the end, if you have a good strategy, Facebook dark posts are the first approach you should use to define your entire social media campaigns for all the other platforms.
Co-founder of Yuge.ca, a Marketing-Design-Strategic agency hyperspecialized in Real Estate Developments, I'm the creative mind behind more 3000 Brands.