HOW TO REACH MORE BUYERS
Treasure at Tampines is a 99-year leasehold (starting from 29 Nov 2018) condominium located at Tampines Street 11 in District 18. The development is built on the site of former Tampines Court, a privatised HUDC development with 560 units. Sim Lian Group later acquired Tampines Court in an en bloc sale in August 2018. Expected to be completed in 2023, the development is a brand new condo project of homegrown developer Sim Lian Group.
The development will appeal to families and upgraders, especially those who already live in Tampines or the east of Singapore. The profusion of amenities and businesses in the surrounding area means this is one of the most exciting and communal places to live in Singapore, and Treasure at Tampines will really be at the heart of it. Unsurprisingly, the units have been selling well. There really is no other way to look at this development other than a fantastic investment opportunity, or an equally fantastic place to call home.
THEIR GOAL
Reaching more buyers
Real estate professionals share property listings on databases for specic markets so people can nd them. The company wanted to help its clients get more exposure for the single-family home condominium listings since these properties are not typically posted or prominently featured on traditional rental-property portals.
They wanted to nd an effective way to show investors homes that they were more likely to bid on, which would lead them to create accounts and register to bid on properties.
THEIR SOLUTION
Finding home seekers on Marketplace
By using real estate ads to remarket specific properties to its website visitors, the Stakeholders listed properties on Facebook Marketplace on behalf of its partner agents, brokers and multiple listing services, generating a nearly 10X increase in the number of leads.
As a real estate listing partner on Marketplace, The One Venture Company began posting and featured Treasure at Tampines on the platform, helping agents and brokers tap into a targeted and relevant audience.
The One Venture Company effort to help the agents, brokers and property management companies who make up the core of the local property industry. We want to deliver on our promise to each of you, that when you consider us your partners in advertising your property, we will offer some of the best-in-class tools to help grow your business via Facebook and Instagram marketing.
79% of homebuyers use online resources, including mobile, at some point in their search.
33% of millennials spend nearly 14 hours weekly on social media during their housing search.
3 out of 4 Facebook users visit local business Pages at least once a week
To use real estate ads, we create ads with an engaging uploaded catalog of property listings into Facebook Ads Manager. The real estate ads worked with the Facebook pixel—a snippet of code advertisers can add to their web pages to import website activity into Ads Manager—that Treasures had installed on its property listing pages. In this way, the real estate ads can display local properties to people who had previously looked at properties on the site.
House hunters can filter on attributes like property type, monthly rent, square footage and number of bedrooms. If they see a property they’re interested in, they simply share their contact information and include an optional message, all without leaving Facebook, while they continue to browse more homes.
This tends to be a better experience for people who're looking for homes, because they see all available options, and are connected immediately to the agent handling the property.
Within 30 days of going live on Marketplace, the partner saw a nearly 10X increase in the number of free leads sent to agents, coupled with a 5.3X increase in the number of views for the listings.
The messaging in the ads, shown in the slideshow format, highlighted the sense of urgency related to the lead form and the process to purchase or schedule an appointment. For example, one ad said, “Jump on these investment property deals. They will sell fast. Improve your chances to avail a big discount by registering to bid now.” The ads displayed a “Learn More” button associated with each property in the slideshow.
By selecting automatic placements, it allowed Facebook to decide the most appropriate placement of the ads in real time, based on where they were performing the best, in Facebook News Feed, Instagram Feed, Stories, Messenger or Audience Network.