About two years ago Facebook introduced a new kind of advertising format that’s tailored for retailers that want to re-target people who’ve previously browsed their e-commerce sites.
That ad format, known as “Dynamic Ads”, has since been spun off into other businesses, including the hotel industry and airlines. Now, Facebook is making it available to real estate agents too.
The newest iteration of Facebook’s Dynamic Ads allows real estate pros to re-target users who’ve browsed through their property listings in the past, be it on their own websites or through Facebook and Instagram.
The ads work in a very straightforward fashion. Facebook takes the advertiser’s product catalog (which would be various home listings in the case of real estate agents) and transforms them into ads that appear in user’s Facebook and Instagram feeds. The ads will only appear in the feeds of users who’ve previously browsed that agent’s listings, which means they’re much more highly targeted than traditional Facebook ads.
Facebook’s documentation notes that each home listing a real estate agent uploads will include one image of the property, plus its address, price tag and availability. Other information visible to users includes the number of bedrooms and bathrooms, property type, whether it’s new or old, and whether it’s a rental or for sale listing.
Facebook said it will combine that data with information it collects from agent’s sites and mobile apps. Its algorithms will then choose the listings it thinks are most likely to appeal to each individual user. The ads they see will link directly to the agent’s website or app.
Advertisers who want to use Dynamic Ads for real estate can also benefit from Facebook’s tracking tools, which allow them to see additional metrics such as where ad viewers are located, things they searched for and so on.