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How to use effectively facebook custom audiences for your real estate facebook marketing campaign

By Mark Cirillo | No Comments | 12th July 2019

Facebook, with its 2.19 billion monthly active users offer a huge opportunity for real estate agents.  It is the platform of choice for 97% of real estate professionals who uses it for their real estate Facebook marketing because it works for them.

 real estate Facebook marketing

Facebook marketing for real estate agents is effective because 95% of home buyers use the internet to look for homes and 51% buy homes they have found using the internet. 

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Facebook marketing for real estate agents unlike other traditional methods of marketing such as Television ads, billboards, Newspaper, and Radio helps you to reach customers wherever they are. They can view your ads or information on their desktop, tablet, and phone. It is also very cheap and you get to reach a large audience. At this purpose make sure check out our post on this topic: 7 successful real estate Facebook ads examples! 

However, to get the most out of your real estate Facebook marketing campaign, you need to create an effective real estate Facebook marketing strategy that will help you target your advertisements correctly at the right audience. 

Facebook audience targeting is very important in creating an effective real estate Facebook marketing campaign. It determines the success and failure of your Facebook ad campaign. Facebook marketing for real estate agents is effective if you target the right audience. 

No matter how beautiful and attractive your offer is, if you don’t target the right audience, your conversions will be low. Even if your offer is not so good, but you can target the right audience, it will still convert. 

The question is, how do you target the right audience for your real estate Facebook marketing campaign?

The answer is: Use Facebook custom audiences.

In this article, you will learn how to use Facebook custom audiences to create an effective real estate Facebook marketing strategy using the combined power of Facebook custom audiences and personal CRM.

Let’s get started.

What is Facebook Custom audience?

The Facebook custom audience is a powerful targeting tool you can use to laser target your ads to show to your ideal clients. 

Below are advantages of using Facebook custom audiences to create an effective real estate Facebook marketing campaign.

  • Facebook custom audiences help you target audience that is likely to respond to your ad messages.
  • Facebook custom audiences help you to retarget website visitors who do not convert on their first visit
  • Facebook custom audiences help you generate leads
  • Facebook custom audiences help you get repeat business or referral from current clients.
  • Facebook custom audiences help you generate buyer listings, seller leads and create awareness for your real estate agency.

There are four different Facebook custom audiences you can create for your real estate Facebook marketing to get conversions. Find them below.

1.Real estate Facebook marketing: Create a custom audience based on a customer file.

The first custom audience you can create for your real estate Facebook marketing is the “customer file” audience.  If you have been in the real estate business for some time, you should have the contacts of your past clients. This can be contact list from people on your mailing list, people who have done business with your real estate agency or recent visitors to your website. They are already familiar with your business and contacting them can bring referrals and repeat business for you.

You can create ads and target your database to advertise when you have new homes to sell or need to buy. You can sell a complementary property to something you have sold to them previously or you can advertise to remind them they can recommend you to friends that can benefit from your services. 

You can create Facebook ads targeted at your contact to remind them of your real estate services. To do this, you need to upload your customer list containing details such as the first and last name, email, phone number, postal code, city, country, state, date of birth and year of birth.

To create a custom audience from your customer file, sign in to your Facebook business page, and click on the “audience”, click on “create audience” and select “custom audience”.  Then on the page displayed, click on “customer file”.

real estate Facebook marketing

There are two ways you can upload your customer details. The first is to manually upload your audience in a .txt or .csv file. Second, you can synchronize with your email CRM to your Facebook ads account. Let’s check out the two methods.

a.Manual upload.

Here you have the option to manually upload your customer’s details. Facebook gives you three options which are shown below.

 real estate Facebook marketing

 

 

 

You can upload your contact detail file (.csv or .txt file) using the two options above. There are 15 contact details you have to include in your file, such as name, city, age, email address, etc.

b.Syncing custom audience with your email CRM

The second method you can use to upload your customers’ details on the Facebook custom audience is by using a custom audience sync tool such as the custom audience sync tool provided by Leadsbridge. This helps to ensure that the leads in your customers’ file are properly and automatically synced to your custom audiences. It reduces the possibility of data points mismatch.

The tool helps you to create a smart follow up system that will help you nurture your lead. Generating leads with Facebook ads without a proper lead nurturing system in place can waste all the efforts you have been spending on the real estate Facebook marketing campaign and your ad spend too.

To get the best out of Facebook marketing for your real estate agency, you need to sync your leads directly to your CRM instead of uploading it manually to Facebook. This is good because it will enable you to quickly contact leads as soon as they sign up to your offer before they get cold. Lead nurturing in fact, is a vital step in a sales funnel. Check out our detailed post on this topic to get some fresh idea on how to nurture your leads!

With Leadsbridge custom audience sync tool, you can:

  • Target user’s behavior and specific interest
  • Create lookalike audiences and lifetime audiences
  • Exclude your customer database
  • Nurture and convert leads to sales as they come in

Leadsbridge’s custom audience sync integrates with over 360 CRMs and email marketing software.

After creating the custom audience from your customer file, you can create a lookalike custom audience from it. That is the second real estate Facebook marketing audience you can use for an effective marketing campaign.

2.Real estate Facebook marketing: Create a lookalike audience

Now, that you have your custom audience in place. You can create a lookalike audience from it. These are people who have similarities with real customers. They are not familiar with your business, but they are likely to become your customers. Lookalike audiences help to enlarge your database of customers, get more leads and sales.

Apart from creating a lookalike custom audience from your custom audience, you can create a custom audience to build brand awareness for your real estate agency. This is the third real estate Facebook marketing audience you can use to for an effective marketing campaign.

3.Real estate Facebook marketing:  Facebook custom audience to build brand awareness.

The third type of Facebook custom audience you can create for your real estate Facebook marketing is to create Facebook custom audiences that will help to build brand awareness for your real estate agency. It is a long-term brand awareness real estate Facebook marketing strategy where the primary goal is to create a market presence for your business.

There are different real estate Facebook marketing campaigns you can create to build brand awareness. They include:  Video ads, Holiday greetings, Neighbourhood news, just listed, just sold case studies, etc.

Below is an example of a just listed Facebook ad from Zephyr Real estate.

real estate Facebook marketing

 

The fourth type of audience you can create for your real estate Facebook marketing campaign is the “Buying a house” audience.

4.Real estate Facebook marketing:  “Buying a house” audience

With the Facebook custom audience, you can laser target your clients with specific interest category for potential buyers such as the “Buying a house” additional interest. The people under this category already have the interest to buy a house, so they are an easy target for your real estate Facebook marketing campaign because they will need your services. When you add this category to your custom audience, you narrow the target audience down to potential buyers. 

You can add this targeting under the detailed targeting option. Select interests, additional interests and then “buying a house“.

real estate Facebook marketing

The fifth Facebook custom audience you can create for your real estate Facebook marketing campaign is to create an audience from the users of Realtor.com, Zillow and Trulia.

5.Real estate Facebook marketing: Create an audience from the users of Realtor.com, Zillow and Trulia.

The fifth way you can create an effective audience for your real estate Facebook marketing campaign is to target users of popular real estate listing websites such as Realtor.com, Trulia and Zillow. The reason for this is that the users of these websites are searching for homes to purchase. 

They are likely to have an interest in purchasing homes. You can target them directly through their interests, behaviors, and demographics.

real estate Facebook marketing

This is a cool method because these websites are big wigs in the industry, leveraging their audience is an effective way to build a solid custom audience for your real estate Facebook marketing campaign.

Conclusion

The Facebook custom audience is very important for your real estate Facebook marketing. It enables you to create ads that target the right audience, helping you to get more leads, customers, and sales and syncing it with Leadsbridge custom audience sync feature will make your marketing strategy more effective and less stressful. Give it a try completely for free here!

Have you tried the Facebook custom audience tool for your real estate agency before?  Share your experience with us in the comment section below.

ebook
Get more Real Estate Leads with these Facebook Ads templates
Want more leads and clients for your Real Estate agency? Download our done-for-you Facebook Ads templates to get results
Insert below your name and email address to get access to the templates

Mark Cirillo

Eager digital marketer, nurtured by news and strategies of this world, helping people and businesses to build and reinvent their online presence.

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