Now, let’s look at the depth of Facebook ad targeting.
Here are the main categories presented when creating an
ad on Facebook:
• Location
• Age
•
Gender
• Language
• Demographics
• Interests
• Behaviors
GENERAL PARAMETERS:
LOCATION - Ads are targeted by countries, regions,
states, cities, zip codes, and addresses. Locations can
be typed in, or you can drop a pin on a map. Targeting
the right area for the message is essential. For example,
targeting potential winter home clients? Choose cold
weather locations with beautiful, sunny images of Florida.
AGE - Ads can be targeted to users 18 and over to 65+.
Ads can be set to a specific range, say 26 - 35 if you’re
looking for first-time buyers or 55 - 65+ for active adult
community opportunities.
GENDER - Ads can be set for male, female, or both
LANGUAGE - English is the default language for the ad,
but you can choose a language for an audience you are
targeting that is not common to the location you chose.
DETAILED TARGETING:
DEMOGRAPHICS - Reach people based on education,
employment, household, and lifestyle details. These
include income, net worth, homeowners, renters, type of
home, relationship status, and much more.
INTERESTS - Reach specific audiences by looking at their
interests, activities, the Pages they’ve liked, and closely
related topics. These include types of entertainment
enjoyed, fitness and health choices, food and drink,
hobbies and activities, shopping and fashion, sports and
outdoors, and technology.
BEHAVIORS - Reach people based on purchase
behaviors or intents, device usage, and more. These
include automobile preference, charities supported, online
activities, job, television shows watched, type of mobile
device, and so on. The behaviors most specific to real
estate are likely to move, new mover, recent homebuyer,
and recent mortgage borrower.
By including or excluding the above categories, it is
possible to create a detailed, highly-targeted audience for
your advertisement. Let’s look at a couple of examples of
Facebook audiences that could be effective for a particular
type of client.
Farming via Facebook Ads - effective to increase brand
awareness for homeowners in a specific geographic
location. Select the desired location and in the
detailed targeting, select Demographics > Home >
Homeownership. To target further, use Demographics >
Financial > Income or Net Worth. Ads for this group could
be videos, neighborhood sales, etc.
Likely to Move Sellers - target Facebook users that have
exhibited behaviors indicating a likelihood to move. Select
the proper zip codes and in the detailed targeting section,
go to Behaviors > Residential Profiles > Likely To Move. In
the Demographic section, target Homeowners. A message
underscoring your knowledge of the area or an offer of a
CMA would be useful for this targeted audience.
Facebook allows agents to save these targeted audiences,
so they are easy to use again when creating another
campaign. Facebook has amassed a fantastic amount
of data on all of their users and makes it available to
advertisers to maximize return on investment. Realtors®
are capitalizing on this data and creating highly-targeted
campaigns for their advertising messages. Only time will
tell if Facebook advertising and its reach changes over
time. In the meantime, agents interested in exploring
Facebook Ads should focus on creating highly detailed
audiences for each message.
RPCRA.ORG | MAR/APR 2018
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