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Facebook Audience Targeting for Real Estate
Facebook is one of the most effective social media platforms for real estate advertising, but that doesn't mean that success with Facebook advertising is automatic. Just as with any form of real estate marketing, it's critically important to make sure that you're targeting the right audience with the right ad at the right time. The good news is that Facebook provides a ton of tools to help make sure that your advertising is reaching the right audience, as long as you know how to use them. Last week, we went over how to generate leads using your Facebook business page. Today, we're going to break that down even further with a guide to Facebook targeting for real estate agents.
Get Your Ads in Front of the Right People at the Right Time
Before you start honing in on targets, it's a good idea to have some general guidelines on who you're looking to reach. You can create different campaigns to reach different target audiences, so consider all of your potential targets, even when they don't overlap.
Get to Know the Power Editor
Facebook's Power Editor is your home base for Facebook advertising and the place where you'll be choosing the target audience for your advertising campaign. The Power Editor allows you to set objectives for your ads, and define your audience in detail.
- With the Power Editor, you can set the parameters for your advertising audience based on a comprehensive list of variables, in order to make sure your ad is reaching the right audience.
- In addition to setting your audience, you can choose to "boost" a post in order to achieve a specific objective, like driving website traffic, earning conversions, or increase brand awareness.
- While "boosting" posts is not a necessity, it does allow you to give your advertising a little extra oomph, and nudge your audience in the direction of the goal you hope to achieve.
Choosing Your Target Audience
Once you get a handle on the basics of the Power Editor, you'll be ready to get serious about targeting your Facebook advertising. While every agent is different, there are a few audiences that most agents will want to look at when targeting ads.
- Building Brand Awareness – Creating awareness is great, especially if you're able to target an audience close to home. Use the Power Editor to focus on people close to your home community, and to target homeowners who may need your services in the future.
- Likely to Move – One of the best features of Facebook advertising is the "likely to move" targeting option, which allows you to target people who Facebook considers likely to move in the near future. For most agents, the "likely to move" audience is going to be among your best sources of fresh Facebook leads and new clients.
- Uploading Your Own Database – Staying top-of-mind with current connections is another great feature of Facebook advertising, and you can even upload your own database to make the targeting process much easier. Simply create a custom audience from the Power Editor, select "custom file," and import your email database to Facebook.
- Getting Creative – You can find Facebook advertising success by targeting the audiences on our list, but there's also plenty of room to experiment. Don't be afraid to get creative with the Power Editor, and find your own ideal targets.
Are you searching for a real estate marketing team that can help you connect with the right audience on Facebook, and beyond? Contact us to learn more about Facebook advertising, social media, and all of our real estate marketing services.
