Every builder has model grand openings, community preview events, Realtor showcases or other events they need to get out in front of the masses — easily and cheaply. Fortunately, Facebook Events are one of the most effective marketing tools for homebuilders and land developers looking to promote the events that they spend valuable time and resources planning. Here’s why:
Facebook Events Are Algorithm-Optimized
Much like the Google search algorithm, the Facebook algorithm is a complex, ever-changing concept that can be difficult to keep up with. That’s by design — Facebook doesn’t want people to “game” their system — but that also makes it challenging for brands to know what tactics actually work.
So when Facebook points to specific things brands can do to improve their rankings in the News Feed, you know it’s important to listen. Back in 2018, Facebook announced that it was making a concerted effort to overhaul how it optimizes content to generate what it calls “meaningful engagement” from users. Here’s a key quote from the original post:
“Page posts that generate conversation between people will show higher in News Feed…Local businesses connect with their communities by posting relevant updates and creating events.”
-Adam Mosseri, Head of News Feed
With a renewed focus, Facebook now optimizes Facebook Events because of their ability to generate those “meaningful engagements” from users. As a result, your Facebook Event pages are better positioned than ever to get more organic (free) reach and engagement.
They’re Designed for Ongoing Engagement
If you’re taking the “set-it-and-forget-it” approach with your Facebook Event pages, you’re missing out on opportunities for engagement both before and after the event date.
Over the past year, Facebook has made Events less about being extensions of branded pages and more about creating entire communities surrounding the Events themselves. What that means is that brands are encouraged to continue the conversation well after a user clicks “interested” or “going” on the page.
Post teaser photos, share a video, highlight a link, start a poll — there are so many options available to brands that foster engagement and, more importantly, keep those events top of mind. And best of all, whenever you post an update in a Facebook Event, everyone who’s indicated interest in going will receive a notification.
They Can Generate Cost-Effective Brand Exposure
Like everything else for businesses on Facebook, an Event page is free to set up, but it also costs money for most brands to reach the masses.
Pay-to-play is still the name of the game here, regardless of how well Events are situated to generate organic engagement. It’s important to remember that homebuilders are at a disadvantage because their Events aren’t inherently “viral” the same way a concert or festival would be. As a result, these brands often have to pay to get in front of users.
The good news is that, in most instances, advertising options are relatively inexpensive in the grand scheme of things. We’ve seen Event pages generate responses for an average cost of anywhere from $0.75 to $3 each. Of course, this all depends greatly on how you’re targeting your ads, but we’ve found it to be an especially cost-effective way to get your brand in front of a lot of potential homebuyers.
You Can Build Audiences Based on Event Respondents’
One of the best ways to get even more value out of your Facebook Event pages is to further leverage the audience data that it generates.
Through Facebook Ads Manager, you can create new custom audiences based on users who responded to your Events; however, if you’re not spending thousands of dollars to promote your Event, those custom audiences will probably be too small to use on their own. Instead, you can take those audience lists and use them to build Lookalike Audiences, which are generated by Facebook and designed to include users who are similar to your custom audiences — enriching your advertising efforts well beyond the Facebook Event itself.
Want to learn more about how to use Facebook Events effectively? Check out this easy-to-use resource from Sprout Social.