Use Facebook Ads To Target Your Real Estate Audience

Posted by Michaila Pirie in Social on 14 March 2017

Tags: facebook, social media

Are you curious about the adverts you’ve been seeing in your Facebook News Feed? Have you ever considered diversifying your real estate advertising strategy by taking advantage of Facebook’s advertising options? With over 5 new profiles created every second, and with over 1.8billion users, Facebook allows real estate agencies the perfect opportunity to get their ads in front of their desired target audience at a very cost effective price. 

What are Facebook Ads?

Facebook Ads are sponsored posts which appear as you scroll through your Facebook News Feed. The ads usually contain an eye-catching image, with a short description promoting a specific product or service and includes a call to action button aimed at encouraging prospective customers to take action by clicking on the advert.

Each year, more and more businesses are opting for digital advertising over traditional print advertising. More so, a large percentage of these businesses are choosing to use Facebook as their digital advertising platform of choice owing to its broad range of advertising options and features.

Advertising Objectives

Facebook offers a variety of advertising objectives, allowing you to create Facebook ads which align with your real estate business’ goals. Your advertising objective essentially represents what you want your customers to do when they see your Facebook ad. Choosing an objective which aligns with your overall business goals is the first thing you do when creating a new Facebook ad. Whether you would like to improve brand awareness, drive traffic to your website, increase your Page Likes or even grow your mailing list - Facebook’s choice of objectives can help reach your desired goals. Each ad that you create will have a call to action button located on the bottom of the ad, which can vary according to your advertising objective. For example, if your objective is to generate leads, the call to action button on your advert would be “Sign Up”. 

Targeting Options

Facebook holds some of the most innovative and advanced targeting capabilities in the digital advertising sphere. Its vast array of targeting options allow advertisers to gear their adverts towards their ideal target market. Currently, Facebook offers the following targeting methods:

Demographic Targeting: 

Target your ideal target audience by gearing your adverts towards prospective customers of a particular demographic. Facebook allows you to manually select the audience that you would like to target according to their: age, gender, language, location, interests and even their profession.


Facebook remarketing is a powerful tool which allows you to target people who have already shown an interest in your business. This could be through a number of methods, such as:

Website Visitors:

Have you ever wondered why you keep seeing Facebook Ads about products or services that you have viewed previously on another website? This is a method of remarketing which allows you to show your ads to people who have previously visited your website, thereby keeping your brand top of mind and improving your chances of them returning to your website and becoming a lead.

Custom Audience:

Another exciting feature of remarketing is the Custom Audience targeting option. This allows you to import customer data, such as a newsletter mailing list, into the Facebook Ad centre and then target your ads to anybody on the mailing list who has a matching email address on their Facebook profile. For instance, your real estate agency holds an event and you collect a list of email addresses from people at the event. Using Facebook remarketing, you could import the list of email addresses from the event into Facebook and target your adverts to them on a daily basis. 

Lookalike Audiences:

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to people who are already interested in your business. This means that you are able to target people who share similar demographics and interests to your existing Custom Audience. This targeting method is an exciting and innovative way of generating leads by reaching new relevant customers. 

Facebook advertising is an essential tool for any real estate brand trying to reach out to its customers. By taking advantage of Facebook Advertising’s powerful array of targeting features, your real estate agency can acquire new customers, retain existing customers and build your brand’s online presence.