The 4 Audiences To Target In Facebook For Realtors

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.

What’s Targeting?

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.

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