Facebook Ads for Real Estate, Part 3: Audience Targeting

In Part 2 of the Facebook Ads for Real Estate series, 'Campaign Objectives,' we walked you through the process of accessing your Ads Manager and selecting your campaign objective ('traffic'). Now you are going to learn how to set up your audience, select your ad placements, and create a set budget for your ad in the 'ad set' section.

Audience

When creating your campaigns on business pages, choosing the proper audience will determine your campaign's success or failure. According to the 2016 NAR Profile of Home Buyers and Sellers, the average home buyer is between the ages of 32 (first time buyer) and 52 years old (repeat buyer). Take this average into account when determining your target audience. Keep in mind that local demographics tend to change depending on the market that you're in.

When you begin setting up your audience, you have the opportunity to either create a new audience or use a saved audience (such as the target audience you selected when creating your business page in part 1 of the series). For the purpose of this article, we are going to create a new audience and use the demographics mentioned above.

First: Start by selecting your location on the provided map by dropping a pin on your area of choice (ex: Miami, Florida). Try adding a radius of your choice (ex: +25 miles) to narrow your audience results to only include people located near your listing. Facebook also allows you to manually input and manually exclude locations to modify your audience results.

Second: Select an age group (example: 32 to 52) and gender (example: all).