Inman Connect NY: Facebook & Instagram Data

I recently attended and spoke at Inman Connect New York, where more than 4,000 CEOs, tech entrepreneurs, marketing experts, top-producing agents and brokers, and financial services executives converge. It is the “Super Bowl” or Real Estate conferences.

One speaker that everyone was looking forward to was Scott Shapiro. Scott is the Client Partner and Industry Relations for Real Estate at Facebook, meaning that Real Estate & Facebook is his jam.  His session centered around the “Inside Scoop” of Facebook & Instagram Data along with best practices to hone your strategy on their platform. I have listed the key information from his talk below.

The Data:

1 of every 5 mobile minutes are spent in Facebook and Instagram

3 Hours per day are spent on mobile

>2 Billion users on Facebook per month

>800 million users on Instagram per month

>300 million users on Instagram Stories per month (keep an eye on this growth)

In the US, 194 million users access Facebook monthly via mobile / 93% of Monthly Active Users are on mobile.


Mobile & Facebook usage increases around the time people move:

58% of new movers solely have a mobile phone / 16% People 18+ check in on Facebook 16% more than they normally do.

Also top of mind content: real estate agents, moving day, a new address, installations, furniture and housewarmings.

Here are Scott’s 5 Steps to a Successful Facebook Ad Strategy

Step 1 – Choose the right ad objective

Acquire leads by using lead ads – Lead Generation is the only ad objective on Facebook and Instagram that allows you to add content forms to your ads. Within these contact forms, you can request names, emails, address or other relevant contact information for those that click on your ads.

Step 2 – Choose the right audience

There are many ad targeting options you can use to help generate online demand for your products or services.

Reach people similar to your most valuable customers. You can reach people who look like your best customers using Lookalike Audiences.

Keep in mind that you can create Custom Audiences from customer lists, people who’ve filled out a lead form from a lead ad, and more.

Note: People who meet any of your criteria can be included or excluded from a Custom Audience. For example, you can include people who visited a page selling dresses on a mobile device, and exclude those who have purchased one of those dresses in the last 30 days.

Step 3 – Reach more people more effectively

When creating your Lead Generation, website conversions or click to website ad, it’s recommended that you select the following placements:

  • Lead Generation
  • Conversions
  • Traffic

Step 4 – Capture your audiences attention

Your #1 content strategy should be to make “thumb stopping” visuals.

Now that you have the tools to create the right audience for your ad, here are best practices for running ads to get new leads.

Give potential customers enough information to take action. When creating a lead ad you need to provide enough context about your product or service.

Don’t overwhelm people with questions. The fewer questions you ask, the more likely potential customers are to complete your form.

Make it easy for people to answer your questions. You can add a maximum of 3 custom questions to your lead ad.


Step 5 – Create a great experience for potential customers

How to send people to your lead form – To gather leads for your business, we recommend using the Lead Generation objective and sending people to your lead form when they click on your ad.

How to send people to you website – If you want to capture information from potential customers but can’t use the Lead Generation objective, then try the Conversions or Traffic objectives and drive people to the section of your website where you can gather information.

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