Listing Ads - Powered by Zeta

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage

LISTING ADS is a robust, affordable, and completely automated lead-generation solution that gets agents’ listings in front of the right buyers at the right time. It’s simple, easy and effective.

How it works

Artificial intelligence and internet tracking tools ID potential buyers looking for similar homes in your listing’s location

An ad is generated for your listing including the primary property photo and property details pulled from Paragon®

Your ad displays to targeted buyers directly on their Facebook® and Instagram® pages*

When potential buyers click, they go to your personalized CollabLink page that contains a lead generation form. If the individual completes the form, they will be automatically added as a Contact in Paragon.

Let’s quickly have a look at how you can enable LISTING ADS and activate your first digital ad for a property listing:

Enabling LISTING ADS

1. LISTING ADS is enabled in Paragon at the MLS level.

If your MLS has not enabled Listing Ads yet, please contact your ICE or Paragon account representative to request that this feature be turned on.

2. Once Listing Ads is enabled in Paragon, you can access LISTING ADS from three options in the Listing Maintenance module of Paragon. Clicking on any of the three access points will open the LISTING ADS modal with sample ads and prompts to activate the ad in a few simple steps.

A new LISTING ADS integration point will appear in the listing congrats modal. Clicking on this option will open LISTING ADS and display sample ads of the agent’s listing.

A new integration point will appear in the Select an Action menu in Listing Maintenance.

A third integration point resides in the left margin of the listing input form.

3. Once selected, the LISTING ADS modal will automatically estimate the number of in-market home buyers in the area local to the property listing and generate Facebook and Instagram ads leveraging the property description and photos directly from Paragon.

Click on Learn more from either sample ad links to the agent’s CollabLink page.
- This is the landing spot for potential leads once the ad is live on Facebook and Instagram.
- When the potential home buyer clicks the View Detail button on the landing page, they will see a lead generation form.
- If the potential home buyer completes the form and clicks Submit, an email is generated to the agent, and the lead is automatically added as a Contact in Paragon!

Give this feature a test drive by entering your own information into the form to see how it works.

To make changes to the ad, simply update the comments and photos for the listing in Paragon. When you return to the Listing Ads module, the ad sample will be updated.
To continue to activate your Listing Ad, simply click on Activate Listing Ads Now!

4. Make your final selections for Budget, Start Date, and Duration before continuing to the payment screen:

Budget	The higher spend tends to drive up to 25-30% more engagement per dollar spent compared to the base $100 package.
Start Date	The ad can go live on Facebook and Instagram as soon as the following day.
Duration	Ads with larger budgets can be displayed to potential homebuyers on Facebook and Instagram for a longer period of time.

5. Continue to the Payment Screen to complete your Listing Ads purchase.

6. Once your listing ad is live based on the date selected, return to the Listing Ads modal to manage the ad and view engagement insights:

Interactive charts to show daily and cumulative activity to include
- Impressions – the number of times the ad displayed
- Reach – the number of unique displays
- Clicks – the number of times the ad was clicked
- Reactions – the number of times an ad was favorited or hearted
- Comments – the number of social media comments
- Shares – the number of times the ad was shared by the recipient
Optimize Ad – In the event a change was made to the primary photo or to the remarks, click the Refresh Ad button to generate an update to the ad. You can either makes updates manually or let Zeta AI enhance for you.
Download Metrics – Download the chart data in CSV format to share with clients.
Add More Budget – Extend the ad campaign by clicking this button and add additional dollars
Calendar control – Update the “At a glance” charts based on date selection
Facebook – Click the Facebook icon to open a new tab to view the ad as it appears for targeted potential homebuyers, view comments/likes/shares on the ad, and make replies and comments on the ad

Need Help?

You can send an email to DL-Listingads@zetaglobal.com and a representative will respond to your email within 2 business days.

More information about LISTING ADS can be found at https://engage.blackknightinc.com/listingads.

Frequently Asked Questions (FAQs)

Question	Answer
Do I need an Instagram or Facebook page in order to purchase Listing Ads?	No, you do not. One of the benefits of using Listing Ads is that we take care of managing Facebook and Instagram pages on your behalf.
Where do my ads display and how can I find them on Facebook or Instagram?	The ads are displayed on the Facebook and Instagram feeds of your target audience as a Sponsored Post. You may or may not personally see the ads on your own feeds. However, you will be able to track the reach and engagement in real time using the Listing Ads insights dashboard. From the insights dashboard, click the Facebook icon on the top right hand corner to view your ad and respond directly to comments or other engagements from potential home buyers.
How do you calculate the number of people that are in the market to buy a new home in my area?	Zeta uses proprietary online behavioral signals, offline data, and artificial intelligence to identify potential homebuyers in your listing’s location. Online behavioral data includes sources like browsing history, search queries, email, and social engagement. These elements allow Zeta to identify those individuals who are more likely to be in-market for a new home. Zeta also leverages offline data such as purchase history, credit bureau data, and location visits to create a better informed, well-rounded customer profile. Furthermore, they employ demographic and psychographic information to create refined target audiences. With access to proprietary data and artificial intelligence, realtors are taking digital advertising to the next level, targeting relevant audiences at scale to support property specific advertising campaigns.
Can I update the ad once it’s live?	If the primary photo or remarks have changed for the listing in Paragon, navigate to the Ad Dashboard and click “Refresh Ad”. This will update the ad that is shown to potential homebuyers. The ad refresh creates a new version of the Facebook ad. Comments made on the previous version of the ad will no longer be visible on the Facebook ad.
What happens if my property sells before the start date or within a day or two after the ad starts?	If your property sells, congratulations! Users can still become leads by clicking on the ad, viewing the listing and completing the lead form on your personalized CollabLink page. Please refer to our Refund Policy for more details.
Who do I contact if I have questions about the service or about a current ad?	You can send an email to DL-Listingads@zetaglobal.com and a representative will respond to your email within 2 business days
Can I view the comments my ad received from the Ad Dashboard?	Yes! Click on the Facebook icon from your insights dashboard to view the listing ad as it appears on Facebook including any comments. You can leave comments and respond to comments on the ad. If you refresh your listing ad creative during your campaign, the facebook ad link will update and you will no longer see the previous comments on the ad.
Who is Zeta Global?	Zeta is a leading omnichannel data-driven cloud platform that provides enterprises with consumer intelligence and marketing automation software. We empower our customers to target, connect and engage consumers through software that delivers personalized marketing across all addressable channels, including email, social media, web, chat, CTV and video, among others. We believe our actionable insights derived from consumer intent enable our customers to acquire, grow and retain consumer relationships more efficiently and effectively than the alternative solutions available in the market.
What information is required by law to be included in my ad?	State requirements vary across the United States. Listing Ads provides a tiered approach to present the most effective ad creative while ensuring compliance with state disclosure requirements. All Listing Ads created for listings contain the agent and brokerage name at a minimum. Additional requirements including phone number, license number, office address and license status are included as required.
How does Listing Ads comply with Facebook’s sensitive category rules around housing?	At Listing Ads, we are committed to fair housing practices and adhere strictly to Facebook's advertising guidelines for sensitive categories. Our ad campaigns for housing are designed to reach diverse audiences without discrimination. We do not utilize targeting options based on age, gender, or zip code, ensuring our ads meet legal standards and promote inclusivity. The audience targeting for Listing Ads utilizes a dual approach, combining Zeta data with Facebook’s approved audiences. Zeta data, which includes demographic and behavioral insights, helps estimate the number of people actively seeking a new home. For the actual ad targeting on Facebook, we strictly adhere to approved guidelines, which permit location-based targeting but prohibit granularity at the zip code level. This ensures our strategies not only comply with fair housing regulations but also promote an inclusive ad reach.