What’s the best audience to target in Facebook for Realtors? If you want to have success in Facebook ads, you must be putting your ads in front of the right people! This article is about how to define the different audiences you can target.
Targeting is who you are defining or telling Facebook to place your ads in front of. Not specifying your targeting is the number one reason why many who try Facebook for Realtors fail.
“BOOST” or Power Editor?
Power Editor is Facebook’s advertising tool where you can set up your detailed targeting options, run multiple ads at the same time to various audiences, and define more clear objectives.
A post boost is just a button you press on your business page under your post that will “boost” the post so it gets more reach. Most Realtors don’t know that a page boost’s objective is classified as “Page Post Engagement”. This means Facebook is going to place your ad in front of people who are most likely to engage (like, share, comment) as opposed as driving some other kind of action.
For example, if I wanted to create opt ins, I would most likely choose the “Conversions” objective as opposed to a “Page Post Engagement” boost.
If my goal was running traffic to to a blog post I created I would want to chose the “Drive Traffic”, what used to be known was website clicks objective.
If I was running an ad campaign that had a goal of branding I would choose the objective “Branding Awareness” or possibly “Video Views” if in fact is was a video I was promoting.
I can write another post on this but I think you get the idea. Only in Power Editor can you set the objectives of your ad and dial in your “targeting” so you can clearly define a target audience to place your ads in front of. Using Facebook for Realtors can become a great source of business, but you must start off with the right game plan as every successful marketing campaign has a strategy behind it.
It’s no different than direct mail marketing. You can go the EDDM (Every Door Direct Mail) route and get cheaper postage to reach more people, but it’s a blanket marketing campaign.
Any direct mail marketer will tell you they would rather direct mail a very targeted audience. It’s no different in using Facebook for Realtors. If you want to see a better ROI, it’ starts with first defining your audience to place your Facebook ads in front of.
Here are the 4 best audiences to use in Facebook for Realtors
I target primarily for sellers so you will see that consistent through my audience selections here because I believe that it is only worth spending money on marketing activities that go after sellers.
Facebook For Realtors Audience 1-Farming
One of the first Facebook audiences you can create is one that you would apply a farming concept to. The goal on marketing this audience is to create awareness. This is a long term brand awareness type of campaign where your goal is most likely to create a market presence. I call it Facebook farming.
I would focus my marketing efforts on this audience to the following marketing campaigns;
- Any kind of Videos
- Holiday Greetings
- Neighborhood news
- Just Listed
- Just Sold case studies
- Any content you create
Once you get into Power Editor you follow these instructions:
First narrow down your zip codes or city.
Now select “homeowners”. You need to go to the “Detailed Targeting” section and click, Demographics>>>Home>>>Home Ownership.
This will create an audience that can now be used time and time again to place your “Farming” marketing efforts in front of. You can additionally select “income” targeting if you want to get a little more dialed in.
Facebook For Realtors Audience 2-“Likely To Move” + Homeowners
In this audience you are going to place your ads in front of current homeowners who are likely to move.
First, select all cities or zip codes in which you work.
Then, select the same the following, “Homeowners” and “Likely To Move” in the Detailed Targeting section.
This is your ideal audience. For this audience I would like to run the following campaigns:
- Just listed
- Just Sold
- Content (blog or video)
- Squeeze pages (i’d rather create a retargeting audience first)
I would most likely use the objective of Driving Traffic” formerly known as “Website Clicks”. The goal here is to place your best content in front of this group so you can create a retargeting audience out of it to place direct call to action ads later.
You can also go right after it for an opt in but I would suggest trying to retarget them instead for that.
Facebook For Realtors Audience 3-Distressed Sellers
In this audience we are targeting homeowners who are likely to move that have something going on with their relationship status. We know that when relationships go south and their is a property involved, that there is good chance that house needs to sell so why not put our content in front of them.
You will follow the same selections as above, but this time add in the following targeting.
You can find it in the Demographics>>>Relationship>>>Relationship Status. Just make sure you click them all that would apply.
I would run content to this audience that focused around selling the house quickly or something along those lines. I would then set up a retargeting ad to those who clicked on my first ad.
The Most Important Audience To Use in Facebook For Realtors…
Facebook For Realtors Audience 4-Your Database
Over 60% of all agent business is directly attributed to referrals and repeat business. Facebook is a great way to stay in front of your database and very inexpensive too.
Using only your personal page, to market your business for referrals and repeat clients is not as effective because of the algorithm. Last I checked it was only about 17% of your “friends” see your posts, which means 83% of them are not.
You must stay in front of your database(audience) in order to receive their referrals and repeat business because out is sight is out of mind.
First you need to create a “Custom Audience”.
Then you need to choose “Customer File”. This will allow you to upload your database emailing list into Facebook. You should definitely have an email list of your database you are also marketing to and this is why.
Then just upload your list and Facebook will then have a saved audience for you.
There are many other audiences that can be created in Facebook for Realtors, but I hope this was able to spell out the basics. Facebook marketing is not hard when you break it down very simple.
Hope this helps:).