NEW YORK – Every day, nearly 30 million people interact with Meta, the parent company of platforms such as Facebook, Instagram and Facebook Messenger.

Real estate professionals can benefit from marketing on Meta because of the ability to access large volumes of data and analytics. Agents can gain insight into how people respond to their ads and what actions they may take next. Other Meta features include an ability to host virtual tours, post listings and communicate with buyers directly.

With Facebook, users can better engage with nearby customers through ads that target local buyers, feature business listings and enable community conversations.

Meanwhile, Instagram is visually intensive and lets agents create Stories that feature live video. 

Before launching an ad campaign, agents should familiarize themselves with the platform and understand how people engage with it. For example, the average watch time on Facebook is 10 minutes, and the largest demographic is men aged 25 to 34.

Agents should also implement “SMART” goals, which refer to Specific, Measurable, Achievable, Relevant and Time-based. They may also prefer to work with a company that specializes in digital ads to ensure professional results and boost the ads’ reach, traffic and clicks.