Snap to It: How Real Estate Pros Can Use Snapchat for Advertising

Snapchat Ads are for real estate pros who want to take their social strategy to the next level.We’re still Snapping! By now you know that Snapchat is more than dog ear filters...or you should. Missed that part? Check out our Snapchat intro then come back. Got it now? Then let’s talk about Snap’s advertising platform.

When Snapchat first launched in 2011, the platform didn’t do much to cater to advertisers. Likewise, advertisers were wary of the networks being a legitimate means of lead gathering. A lot has changed since, and today Snapchat offers numerous different ad types, all of which allow brands to reach users on their mobile devices in new and interactive ways. 

Targeting

Before we get into the different types of ads Snapchat has to offer, let’s talk about targeting. Snapchat’s targeting offers a lot of different options you’ve come to expect from Facebook and other social platforms, including interest, behavior, demographics, custom audiences, etc. But Snap’s location-based targeting is what makes the platform interesting for real estate pros. 

There are standard location options like by city, state, etc. But Snap also allows advertisers to target around a specific address. That’s right: you can target your ads around things like an open house or event. We touched briefly on this in our last Snapchat-for-real-estate piece. Snap’s custom filters are targeted by locations and during a set timeframe, which can 

Snap Ads

Snap Ads are the original and most straightforward advertising option that the platform offers. They provide users with a seamless experience since Snap Ads are simply full-screen ads that appear somewhere between Stories. Snap Ads are limited to 10 seconds and can be photo, video, GIF, or cinemagraph format (by the way, if you haven’t heard of cinemagraphs yet check this out. They’re pretty cool!)

Snapchat offers several different Snap Ads options to help you get the best fit for your advertising goals. Snap ads can be placed in the middle of one Story or wedged in between different Stories. And while the ad itself is limited to 10 seconds, Snap Ads can be a lead in to get the user to take further action.

• Users can swipe up to view a webpage within the app

• They can swipe up to watch a longer video (up to 10 minutes)

• They can also swipe up for an app download, which will take them out of Snapchat and into the app store.

Advertisers also have the ability to run “sequenced messaging” to tell a longer story. Basically these are bundles of the standard 10-second ads shown back-to-back in order to share a longer narrative.

How would I use this?

Snap Ads can help brands build awareness through video content or get users to a specific page on your site to learn more or take some sort of action. Their targeting options, specifically their location-based offerings, mean you could run ads for specific properties or open houses using a killer photo or short intro video. Those could then directs users to the property detail page when they swipe up or to a contact form to set up a viewing.

Collection Ads

Collection Ads function similarly to Snap Ads but are formatted to highlight a small catalog of products. The standard 10-second ad features a product showcase of up to four items and allows users to shop within the app when they swipe up. 

How would I use this?

Honestly, you probably wouldn’t since this is a product-centric option.

Story Ads

Think of this option almost like a posted post on Facebook. You’re paying to have a Story promoted within the Discover tab of the platform. That means you have 3-20 snaps worth of content you can group together and promote as one cohesive narrative. You can check out Snapchat’s best practices and options for Story Ads here.

How would I use this?

Story Ads would be an option if you were looking to build brand awareness. So if you’re an agent looking to build a strong presence with younger buyers through Snapchat, promoting yourself with a Story Ad could be a good move.

AR Lenses

You know our dog ears example? That’s an AR filter. These ads are extremely costly since they’re available to the entire Snapchat user base...which is why they’re usually reserved for large companies and brands.

How would I use this? 

You would (probably) not. But at least now you know how those sponsored lenses end up on your screen!

Filters

Unlike lenses, which appear on-camera while taking pictures and videos, filters are added to a snap after it’s been taken but before it’s sent out. Advertisers can set up filters based on a location and for different amounts of time. 

How would I use this?

Filters are a great option for different events because they’re easy to set up and cheap to run. Having an open house? Make a filter. Involved in a community event? Make a filter. All you need for this option is a location and timeframe you want to target, a little creativity, and a small budget (seriously, as low as $10) to get started. This is a great resource for creating and setting up Snapchat filters.

So...what should I do from here?

First and foremost, consider your audience. If you’re not targeting younger buyers then Snapchat’s platform isn’t the right place to spend your money. 53% of Snapchat’s user-base is under 34 years old, so if you primarily work with people over 35, we recommend spending your hard-earned cash elsewhere. If, however, your focus is on first-time and millennial buyers, forge ahead! 

If you don’t have an account yet, you can get started by signing up here. Snapchat’s site offers more information about the formats we reviewed and different targeting options available, which can be found here. You can also check out this in-depth guide to Snapchat for business for tips and tricks to help your Snap efforts succeed. 

Bottom Line

Snapchat has grown into a full social network with a variety of advertising options. In the real estate industry, it’s a largely untapped platform. If Snap’s user-base fits your business’s target audience, it might be worth investing a little time and ad spend to try out. And even if Snap isn’t a strong fit for the bulk of your advertising, their filters remain a great option for growing brand awareness and adding some fun to your next event.