This article is going to be direct and to the point! YES, you should install a Facebook Pixel on your website; however, it will not be the quick fixel you may have been told!
I have heard Glenn Twiddle, Tom Panos and Peter Gilchrist talk about the Facebook Pixel in videos. It is vital; however, there is a little bit more to it than that, and I would like to give some clarity on it in this short tip. If you want to know even more check out “There’s no quick fixel”.
What is the Facebook Pixel?
When you search on Google, this is the answer you get.
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use the Pixel to: Make sure your ads are shown to the right people.
Okay that sounds easy, right? Well, I want to simplify it even more. The Facebook pixel is essentially like a spiders web that tracks the movements of bugs that get stuck in it. If you are smart, you can make sure you put information in front of only the bugs – or viewers – that you want to and exclude the ones you do not.
All of this sounds great, yes? However, before you even think about the pixel, you need to answer one crucial question – how do you drive people to your website in the first place?
Here are some things you need to think about before worrying about the pixel. First, you need to set up Google Analytics and measure your website traffic and what type of content converts. Secondly, you need to look at the link structure of your current site to see if it is correctly set up to create the right audiences.
Here is an example. If you have pages that you think a seller will go to, make sure the link contains segregation. So you want to deliberately segregate your content into categories.
For example, for a real estate business, you will have different content for buyers, sellers, investors, renters and landlords. Using the ‘sell’ category in your URL, you can differentiate this segment, like this www.fredsrealty.com/sell/how-to-prepare-your-home-for-sale. This way later, once you have driven enough traffic, you can make an audience out of any URL that contains www.fredsrealty.com/sell/why-use-our-agency.
I hope this makes sense! If it does not, there are some great courses on udemy.com. It is incredible what you can learn from this site in more areas than just Facebook ads.
Next, you need to think about different ways to drive traffic – the right traffic! – to your real estate websites
- SEO. This is one of those things that you hear about, but don’t always know what it means. Basically, what keywords do people use when they search for a real estate agency in their Suburb?By the way, there was a hint in that. Do you have a strategy in place for this?
- SMS/MMS– property alerts sent to buyers with new property listings and alerts sent to sellers with fresh sold prices. Did you know, SMS has a higher click-through rate than email.
- Pay Per Click- You can use search term campaigns to find people who search for “Sell My Home” in your area.)
- Facebook ads- Drive people to your website with Facebook ads.
That’s just the start. Honestly, there are a tonne more things you can do to drive traffic to your website. However, this is not an article about traffic, we’re talking about the Pixel.
My first and only real estate boss always used to say, do not put the cart before the horse. This is precisely the point I am trying to make here. It is better to work on a strategy that drives traffic to your site before worrying about Facebook’s Pixel. If you already have a high volume of traffic than that is fantastic. Install the Pixel now and start creating your custom audiences for retargeting.
Here are some other things that can help you along the journey.
- Go to Alexa and see if your website has enough traffic to have a global ranking.
- Install Facebook Pixel Helper to check if you have the Pixel and also see if your competition know about it
- Do this course if you want to become a master Facebook Ads Certification Course
There is so much to online marketing, a lot more than you may think. Personally, I got excited about it when I owned my real estate business. I wanted more inbound leads and I saw the potential to use it to make more money. My sales process was super streamlined. All I needed to do was add more incoming leads, and I knew what the result would be. And yes, I had more leads and more conversions, which equalled more sales and more commissions.
If you can’t tell, I love talking about real estate marketing. If you want to chat more about putting a strategy in place to tackle driving traffic to your website feel free to reach out to me on LinkedIn. If you mention this article specifically, I will have the Pixel installed on your website by our team of real estate virtual assistants for FREE!
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