Facebook advertising has become a go-to marketing tool for real estate investment businesses looking to connect with motivated sellers. With nearly 2.5 billion active users, Facebook offers a vast and diverse audience base for advertisers to tap into. 

By: Brian Schwarze

Jump To:

  1. What is Facebook Audiences?
  2. Three Main Types of Facebook Audiences
  3. Creating Custom Audiences
  4. Custom Audiences From Seller Lists
  5. Custom Audiences From Website Traffic
  6. Custom Audiences From Engagement
  7. Lookalike Audiences
  8. Saved Audiences
  9. Optimizing Your Facebook Advertising With a Custom Audience
  10. Call to Action

Mastering Facebook Audiences: A Comprehensive Guide for Real Estate Investors

Facebook advertising has become a go-to marketing tool for real estate investment businesses looking to connect with motivated sellers. With nearly 2.5 billion active users, Facebook offers a vast and diverse audience base for advertisers to tap into.

One of the most powerful features of Facebook marketing is its audience targeting capabilities, which allow investors and local home buyers to reach the right sellers at the right time.

In this comprehensive guide, we explore the various types of Facebook audiences, how to create them, and how to optimize social paid ads to achieve the best results.

What is Facebook Audiences?

Understanding your target audience - motivated sellers - is essential for any successful advertising campaign. Facebook provides a wealth of targeting options, allowing you to create highly specific audience segments based on demographics, interests, behaviors, and more. These audience segments are referred to as Facebook Audiences.

Three Main Types of Facebook Audiences

When you advertise on Facebook, you can target your ads to three types of audiences:

  1. Custom Audiences: These are sellers who have already interacted with your business, such as website visitors, or users from a sellers list.
  2. Lookalike Audiences: These are new motivated seller leads who share similar characteristics with your existing audience, identified by Facebook's algorithms.*
  3. Saved Audiences: These are audience segments created using Facebook's detailed targeting options, based on factors such as demographics, interests, and behaviors.

Creating Custom Audiences

Custom Audiences allow you to target ads to people who have already engaged with your business in some way. By leveraging your existing seller data, you can create highly targeted ads that are more likely to resonate with your audience and drive conversions.

There are several sources of data you can use to create Custom Audiences, including:

  • Seller lists (email addresses, phone numbers, etc.)
  • Website traffic (via the Meta Pixel)
  • App activity
  • Engagement on Facebook and Instagram (e.g., video views, page likes, etc.)

Custom Audiences from Seller Lists

You can create a Custom Audience from a list of your existing sellers by uploading their contact information to Facebook. This can include email addresses, phone numbers, or other identifiers that Facebook can match to user profiles. To create a Custom Audience from a seller list, follow these steps:

  • Go to your Audiences page in Facebook Ads Manager.
  • Click Create Audience and select Custom Audience.
  • Choose User List as your data source.
  • Upload your list as a CSV or TXT file, or import it directly from the Spark Follow-Up CRM platform.
  • Follow the on-screen instructions to map sellerdata to the appropriate Facebook user identifiers.
  • Once your list is uploaded and processed, you can use it as a Custom Audience in your ad campaigns.

Custom Audiences from Website Traffic

By installing the Meta Pixel on your website, you can track website visitors and create a Custom Audience based on their browsing behavior. It allows you to target ads to people who have visited specific pages on your site, spent a certain amount of time browsing, or taken other actions such as filling out a contact form. To create a Custom Audience from website traffic, follow these steps:

  • Ensure that the Meta Pixel is properly installed on your website.
  • Go to your Audiences page in Facebook Ads Manager.
  • Click Create Audience and select Custom Audience.
  • Choose Website as your data source.
  • Set the rules for your audience based on website traffic, such as targeting all visitors, specific page visits, or time spent on your site.
  • Select a retention period for your audience (how long a user remains in the audience after their last website visit).
  • Name your audience and click Create Audience.

Custom Audiences from Engagement

Engagement Custom Audiences allow you to target ads to people who have interacted with your content on Facebook or Instagram. This can include actions such as watching a video, liking a post, or following your page.

By targeting users who have already shown an interest in your content, you can increase the likelihood of conversions and drive further engagement. To create an Engagement Custom Audience, follow these steps:

  • Go to your Audiences page in Facebook Ads Manager.
  • Click Create Audience and select Custom Audience.
  • Choose a Meta Source from the list, such as Facebook Page or Instagram Account.
  • Set the rules for your audience based on the specific engagement actions you want to target, such as page visits, post likes, or ad clicks.
  • Select a retention period for your audience.
  • Name your audience and click Create Audience.

Lookalike Audiences*

Once you have created a Custom Audience, you can use it as a basis for creating a Lookalike Audience. A Lookalike Audience is a group of Facebook users who share similar characteristics with your existing audience. Unfortunately, lookalike audiences have been sunset for the Housing category, which most real estate investors fall into. Facebook has recently made several changes as it relates to the housing category.

Saved Audiences

Saved Audiences are audience segments that you create using Facebook's detailed targeting options. These options allow you to target users based on factors such as demographics, interests, behaviors, and connections. To create a Saved Audience, follow these steps:

  • Go to your Audiences page in Facebook Ads Manager.
  • Click Create Audience and select Saved Audience.
  • Set the targeting criteria for your audience, such as location, age, gender, interests, and behaviors.
  • Name your audience and click Create Audience.

You can now use your Saved Audience in your ad campaigns to deliver targeted ads to users who meet your specified criteria.

Optimizing Your Facebook Advertising with Custom Audiences

Creating and using Custom Audiences is just the first step in optimizing your Facebook advertising campaigns. To ensure the best results, monitor and adjust your targeting strategies based on performance data and audience insights.

Here are some tips for optimizing your ad campaigns using Facebook Audiences:

  • Test and refine your ad creatives: Experiment with different ad formats, headlines, images, and calls to action to determine which combinations resonate most with your target audience.
  • Analyze audience insights: Use Facebook Audience Insights to gain a deeper understanding of your Custom Audiences and identify new targeting opportunities or areas for improvement.
  • Monitor and adjust your ad campaigns: Regularly review your ad performance data to identify trends and make data-driven decisions about your targeting strategies.
  • Expand your audience reach: Experiment with Lookalike Audiences and broad targeting options to reach new potential sellers and grow your audience base.
  • Exclude irrelevant audiences: Use exclusions to ensure that your ads are not shown to users who have already converted or are unlikely to be interested in what you have to offer.

Facebook Audiences are an essential tool for businesses looking to connect with their target audience and optimize their advertising campaigns.

By understanding the different types of Facebook Audiences, creating Custom Audiences, and leveraging Lookalike and Saved Audiences, you can deliver highly targeted ads that resonate with your audience and drive conversions. Remember to monitor and adjust your ad campaigns based on performance data and audience insights to ensure the best results and maximize your return on investment.

Start Generating 15-30+ Inbound Motivated Seller Leads Every Month

Freedom Leads can help you get more motivated seller leads through various paid and organic online marketing strategies. Learn more about how we can help you implement the Motivated Sellers Marketing System in your area.

To check the availability of your market, fill out our application form or contact us at 877-399-2259, and we will walk you through the process. We only work with a limited number of investors per area, so claim your market today!

If you are a real estate investor with the highly coveted ability to attract a high number of motivated seller leads, you need to ask yourself two primary questions:

  1. "What is my process for leads that come in?"
  2. "How many leads turn into contracts?"

2022 brought a lot of challenges to the real estate market. Both buyers and sellers faced inflation, higher interest rates, housing shortages, supply shortages, and greater competition in the marketplace. Regardless of how successful you were over the last year, it’s imperative that you assess your REI business and prepare for the upcoming year.

When developing your marketing strategy for attracting motivated seller leads and converting them into real estate deals, you want to employ a multi-faceted approach that includes as many different traditional and digital marketing channels as possible. You also want to develop a system that allows you to track and analyze the progress of your marketing campaigns within each channel.

>