Last year saw tech companies, including Apple get a bit more serious about privacy - something that’s unlikely to be going away in 2022.

Just before Christmas, Apple’s latest software update, iOS 15.2 gave users the ability to watch the apps that apps are watching them, through the introduction of its App Privacy Report tool. When users turn on the report in Settings, they can see what information apps are gathering about them - and where on the internet that data is going.

There have been a number of privacy changes over the past year, but it all began back in April with iOS 14.5 update. Alongside the usual bug fixes and latest emojis, came a new feature - App Tracking Transparency (ATT), which meant radical changes for marketers who rely on tracking to target customers.

Apple said ATT was part of a move to make its products, “more intelligent, more personal, and more private,” by allowing users to decide whether their activity can be tracked across different companies' platforms. Users are given this control via a screen pop-up, which invites them to select “allow” or “ask app not to track" before engaging with an app. 

Facebook responded with a pop-up of its own asking users to, “help keep Facebook free of charge" and "support businesses that rely on ads to reach their customers" - another way of saying, “please allow us to track you”.

These changes matter to you if your estate agency uses Facebook ads to retarget to niche audiences. If Facebook is unable to track user behaviour, the data collected, and its ability to target ads to specific users, will be limited and your advertising less effective.

For example, if someone shares one of your properties for sale with a friend via Facebook, and the friend hasn’t allowed tracking, you won’t be able to follow their movements around your website or see what they are doing there.

These moves don’t necessarily mean the end of Facebook marketing in real estate - the platform is still really important for advertising your properties and generating leads. But if you’re heavily reliant on social media ads, maybe 2022 should be the year when you diversify a bit. Options to consider include advertising through Google Search, Google Display and email marketing.

There are also a few technical fixes you can employ. Make sure you update your version of Facebook and verify your website's domain in the Facebook Business Manager. Facebook also recommends limiting your tracking to no more than eight conversion events at one time. 

You could also install the software, Conversions API on your website. This allows your server to speak directly to Facebook, bypassing the pixel, which stops an opted-out user from being tracked. 
 
If the iOS updates mean you’re rethinking your marketing strategy here are a few ideas: 
- Think about the other marketing tools at your disposal; digital but also less techy options such as brochures and billboards. 
- Don’t ignore the power of content marketing - generating quality content that solves your niche customers’ pain points is vital to engagement with your brand. 
- Organic social is important too - use it to connect through engaging and targeted posts. 
- Your brand personality is key to connecting with buyers, sellers and landlords - this includes your premises, your people and the tone of voice your content employs. It all goes together to get you noticed and ensure you are trusted. 

Digital marketing is a fast-moving area so you need to keep on top of changes. Don’t embrace every new trend, just be aware of them then decide if they’ll work for you.

Remember that, ultimately, this is a complex area, so if you’re struggling, don’t be afraid to ask for help. There are plenty of digital experts out there to make sure you crack the perfect multi-channel strategy.

In response to Apple’s ATT feature, we at Art Division have developed a new plug-in that transports the Conversion API from Facebook into a WordPress site. Contact us to find out more - artdivision.co.uk  

Visit the Art Division landing page on Kerfuffle