Many people don’t realize what an important role real estate agents play in a divorce. They can’t offer counseling and they don’t have the authority to finalize the divorce papers, but they can help with one of the big adjustments that comes when a marriage ends: housing.
Couples going through a divorce may decide to sell their house as part of dividing their assets. And even if one party in the divorce decides to hold onto the house, that still leaves one person in need of a new home. The newly divorced likely need to find that new home quickly. And they might have to deal with house-hunting without the second income they could rely on while they were still married.
During that difficult and stressful time, newly divorced homeowners need the guidance and support of a knowledgeable realtor. But first, you need to find them. Here's how.
Homeowners going through a divorce need you and your services, so you should make it as easy as possible for them to find you. One of the simplest ways to do that is by helping your Facebook ads find them.
With only a few simple customizations, you can target your ad set to newly divorced homeowners.
Let me show you how.
One of Facebook’s defining features is the ability to set a Relationship Status. It’s a convenient way to let everyone in your life know what’s happening in yours, but it’s also a great targeting tool for your ads.
To reach newly divorced users with your ad, go to the Audience section on your ad set customization screen and scroll down to Detailed Targeting.
Type “divorced” into the search bar and select that option. Or, you can click on Browse and find it manually by going to Demographics > Relationship > Relationship Status.
Now, Divorced is a bigger category than you want. The messaging you use when tailoring your ad to newly divorced homebuyers probably won’t resonate with people embarking on their second marriage. (For a better way to reach this demographic, check out my post on targeting newlyweds.)
To reach the right audience, you’ll need to add another demographic to your audience. Type “single” into the search bar and select that option (or you can do it manually by going to Demographics > Relationship > Relationship Status).
Okay, so now your ad is ready to target newly divorced Facebook users. But not everyone going through a divorce owns a home, meaning they won’t have one to sell and probably won’t be looking to buy.
Again, you’re going to go to Detailed Targeting. This time you’re going to search for and add “homeowner.” If you want to do it manually, click on Browse and find Homeowner under Demographics > Home > Home Ownership.
And that’s all you need to do.
Sometimes, the things that are worth doing are the hardest. But not in this case. It only takes a few clicks to target your Facebook ads to newly divorced homeowners and reach some of the people who need you the most.