What if you knew your ads were going exclusively to your ideal clients? You can! It’s not easy but it’s possible for anyone who takes the time to do it right to achieve that level of focus.
The secret weapon for real estate pros is creating audiences. These are like private invitation only home showings. Audiences are filled with the kind of people that you invite and no one else.
This is where you have to be crystal clear on who you want in your party. It’s kind of a delicate process. You don’t want to make the filtering to be so narrow that it rejects the people whom you want, and you don’t want to make it too open that just anyone can eat up your advertising dollars. Only you can ensure that party crashes are rejected! Likewise, only you can roll out the red carpet for those you want to connect with.
At the end of the day, you’re looking for winners. You’re looking for qualified buyers and sellers. Your looking for folks that are making serious moves. To do that, you need to filter out the time wasters and zero in on your ideal clients. It’s time to get busy building your ideal audience.
3 Facebook Audience Types
There are three types of audiences you’ll want to create in Facebook. These are Saved Audiences, Custom Audiences, and Lookalike Audiences. They are all unique yet equally important.
1. Saved Audiences
The first audience type is a saved audience. This is where you’ll create your audience based on four main areas: Interests, Geography, Demographics, and Behavior.
We all have interests in our real lives as well as on Facebook. These interests are the public figures we follow, events we accept to attend, places we check in, movies we watch, and even how we spend our money.
We all understand interests, but where marketers often make mistakes is by thinking they already know the interests of their ideal clients. If you’re not careful, you can be way off. And guessing is a terrible strategy.
My best advice is to ask your audience, or better yet, your current clients what their interests are. Yes, really call them up and ask them… and then listen. You’ll be surprised what you learn. Then apply your findings to your audience building. Never assume what your audience likes.
Most real estate companies are local businesses marketing to buyers and sellers within a certain geographical location. On Facebook you can target audiences right down to zip codes and even addresses.
You can run ads that show only to a specific neighborhood or certain mile radius. This tool can be extremely powerful to market right to your farm areas, or to renters in a particular apartment complex.
Think about who your customer is. Maybe your ideal customer is a divorced mother in her 40’s. Maybe it’s a married man in his 50’s. Or, perhaps, you want to talk to parents of toddlers.
Or maybe you’d like to target older couples in their 60’s and 70’s who are looking to downsize their larger home and purchase a more manageable condo.
The next one is behavioral targeting and this can get as specific as you can imagine and the results can be extremely powerful for your ads targeting.
Behaviors allow you to target individuals with a certain job role or title, whether they are a renter or a homeowner, or even those with large financial investments. You can also determine those who travel for business or personal, how often, and where they travel.
2. Custom Audiences
These are audiences you create from your email list, website traffic, engagement on Facebook, video views, or people who purchased something from you.
Custom audiences are one of the most valuable aspects of Facebook advertising that, if used correctly, can really supercharge the effectiveness of your campaigns. This is because you can use this specific type of audience to retarget people. You can retarget based on video views, visits to your business page, saved posts and much more.
The first type of Facebook Custom Audience is using your existing customer files such as your email subscribers and phone numbers. To create a Facebook Custom Audience using your existing files, follow these simple steps:
Create a Facebook Custom Audience
Select the “Customer File” option
Select whether you wish to add a customer file or import contacts from MailChimp (or your favorite email autoresponder).
Import your customer data to create a new Custom Audience
Select the identifiers
Upload a customer file
Give your Custom Audience a name
The second type of Facebook Custom Audience is based on your website visitors. This audience allows you to strategically retarget individuals who’ve already engaged with the content on your website. You know how you are on a website then later your on Facebook and you see an ad for the exact thing you were looking at earlier? Yeah, that’s retargeting, and it’s powerful!
To create audiences based on your website traffic, you need to first install the Facebook Pixel. Watch the video below for step by step instructions on how to install your Facebook Pixel.
3. Lookalike Audiences
Facebook Lookalike Audiences allow you to reach people who “look like” your existing customer database. This makes them a very likely to convert audience.
To create a Lookalike Audience, you first need to create a Custom Audience to tell Facebook what type of users you want to reach.
Next, select the “Lookalike Audience” from the audience creation menu and select a target country and a percentage (1%-10%) of the targeted country’s Facebook users. The percentage signifies the people most similar to your selected Custom Audience.
In short, Lookalike Audiences work to provide your ad campaign greater reach so you only target those who are likely to be interested in you and your offer.
Now that you have a general idea of how to clarify your target audience, you need a strategy to find your winners. The way to find those winners is to go on Facebook and create new ad sets for every audience and interest that you think fits your target market and run tests to figure out which combination of audiences & targeting performs best.
Once you get really clear on your audiences, you’ll see your ad spend begin to fall. Not only will your costs go down, but your relevancy score, engagement, and ROI will go way up. And those are ALL wins!
Now, you should have a pretty solid understanding of Facebook Audiences. Let me know in the comments below if you have questions.
There’s a free group created to help with the learning curve: Join Here