How Builders can Use the change in 20% Text Rule to Attract More Buyers
A Texas based luxury real estate brokerage in Texas was looking for more attendees to their open house events. They decided to use Facebook Ads and target people aged 27 – 65+ in Austin area, with interests like real estate, interior design, and luxury cars.
The Ad reached almost 16,000 people in just 3 days.
The open house event received 3.5X the number of visitors as compared to the previous events.
This is just one of many examples when builders and developers have used Facebook Ads with amazing results. A Facebook ad will usually cost less than $1 dollar per engagement. You can target people based on their age, location, marital status, and income level. Do you know of any other platform that offers this kind of targeting at such a low cost?
Make no mistake about it.
You are leaving money on the table if you are not utilizing the power of Facebook to announce a new phase or development, attract buyers for quick movie in homes, and so on.
Know Thy Rules:
Facebook makes it incredibly easy to target the right people at the right time. However, you need to know the ins and outs before expecting a good return on ad spend.
Facebook has a very strict set of rules. Violating any of these will result in rejection, limited reach, or higher costs. Facebook reviews the image, text, targeting, positioning, and even the landing page before an Ad goes live.
They keep making changes every once in a while. For example, they have recently added Gif support in their adverts. New metrics have been introduced in the video ads reports and they are testing business ads on messenger home screen.
Ad Text Rule
Facebook encourages little or no text in your Ad creative. Reason being, photos get 53% more likes and 84% more click-through.
Earlier, the Ad will be rejected straightaway if it had more than 20% text. Recently, Facebook has relaxed the rules. Does that mean you can use as much text as you want?
The answer is a big No.
Facebook doesn’t want its feed to be cluttered with click-bait posts and low quality images with a lot of text. So while the excessive text will not result in disapproval, they have other means to discourage the use of text.
Your Ads will cost a lot more compared to the ones with no text
Your Ads will not produce good enough results due to a limited reach
Facebook divides the Images into four categories based on the amount of text.