How to Target People Likely to Move on Facebook
What if you could target people by their income ?
Or maybe what someone’s networth is…
Or people who are likely to move…
All inside Facebook.
Well, you’re in luck.
Those are just a few of the ways you can advertise on Facebook. There are hundreds of categories and thousands of combinations you can use to laser target your ads.
I am not going to go through all the possibilities, I’ll let Jon Loomer do that.
Here are a few of his most recent blog posts about Facebook ad targeting;
How Realtors Can Advertise to People Likely to Move on Facebook
This morning I was doing some research for a few agents throughout the country. I was showing them how profitable Facebook ads can be with the laser-like targeting it offers.
These agents had no idea they could do what I showed them. I figured — if they were unaware of this, there would be others that are not aware of the true power of Facebook for generating real estate leads.
Example Audience #1
This was for an agent in Southeastern Michigan (where I grew up).
As you can see, I targeted his city;
I like to target to people who’s income is greater than $125,000. Typically, they are likely looking for a bigger home and they shouldn’t have an issue with approval. Remember, I used the word typically and I know that is not always the case.
Example Audience #2
This was for an agent that is just outside of Dallas;
Example Audience #3
This was for an agent just outside of Sandusky. Sandusy is a much smaller city, so I removed the “Income (over $125,000)”. For better targeting, I suggest breaking it into smaller ads targeting by gender, age, etc.
Example Audience #4
This was for an agent in Fort Lauderdale. This was targeted to people who’s income was greater than $100,000;
Where Do I Send My Facebook Traffic?
Ok, now that you have your ads dialed in and who you’re targeting. Now, where do we send all this traffic?
You want to send this traffic to a landing page, not the home page of your website. This was something I covered in a recent blog post;
You want to send your traffic to a landing page.
What is a landing page?
Here is Wikipedia’s definition of a landing page;
In online marketing a landing page, sometimes known as a “lead capture page” or a “lander“, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
A landing page has one goal — get the prospect’s contact information. Typically, name & email address.
Types of Landing Pages
The most common purpose for a landing page is to offer a lead magnet. A lead magnet is a piece of premium content (ebook, guide, video, etc) that you offer your prospect in exchange for their name & email address. This is all done with marketing automation. You do not have to manually email each person the lead magnet.
Here is an example of a landing page offering a free report;
This is offered when your prospect is in the “interest phase” of buying or selling a home. I suggest offering this first as it is a lower barrier to entry (name & email).
Typically, the more forms you ask them to fill out, the lower your conversion rate will be.
Start with an ebook (Ex: 8 Secrets for Cashing In On Your Next Home Sale) in exchange for their name and email address. They are now added to your email database where you can follow up with them using marketing automation.
After 3-4 messages, I would then send them a link to a landing page like the one below;
As you can see, this landing page asks for more information like name, address, city, phone number & email. For this page to be effective, you must have built trust with your prospects. That is why you offer the lead magnet, 3-4 follow up messages and then this page.
This is a much more qualified lead as they have signed up for your lead magnet and now your MLS listings.
A follow up system is an absolute must for realtors. Sadly, many fail at this.
If you’re looking to sell more homes for more money, give Facebook ads a try. You can start small, even $5/day can yield results.
Once you get it dialed in, you can increase your budget. 98% of all this can be automated once everything is in place. This allows your marketing to be PREDICTABLE and SCALABLE.
Two beautiful words when it comes to marketing.