One of the great things about advertising on Facebook is how precisely you can target your audience. Instead of putting your face and phone number on a city bench and hoping sellers and buyers will phone you up, you can identify a specific segment of homebuyers and deliver ads tailored to their needs.
Here, we’ll show you how it’s done by giving you step-by-step instructions for delivering your ads directly to newlyweds and newly engaged couples.
Newlyweds and newly engaged couples are a great demographic for realtors because they’re transitioning into a major stage of their lives.
If they live separately, they’ll be looking for a shared home to start their lives together. If they already live in the same space, they’ll probably want to upgrade to one that feels less like a dorm room and more like a proper house.
Selling to newlyweds also means you’re playing the long game. You’re not just selling them a house today. If they plan to have kids, you’re also lining up to help them find a bigger one in a few years.
Targeting newlyweds through traditional media wasn’t easy. But if you’re advertising through Facebook, you can pinpoint them with a few simple steps.
When configuring your ad set, locate the Detailed Targeting section. You can find it in your Ad Set, after you create a campaign in Power Editor.
This is where you can get really specific with whom you want to target.
If you want, you can use the Browse button to select your targeting options. If you do, you’ll need to select Demographics and then Life Events. Under Life Events, scroll until you find Newlywed.
You can also click on Relationship Status and find Engaged.
But there’s a much faster way to find your demographic. Type in “newlywed” into the search bar and you’ll see a few suggested options come up. Select Newlywed (1 year).
Once you’ve selected this, Facebook will help you by giving you related Suggestions. Take a look through them and select any that are appropriate.
Be careful not to go too broad. Selecting In a Relationship might get you newlyweds, but it also will capture everyone from high school sweethearts to people who are lightly dating but not looking for anything serious. (Not exactly the best audience for a realtor.)
Find the ones that are right in that sweet spot you’re looking for. Select Newlywed (6 months) and Newlywed (3 months), but also Newly Engaged for 1 year, 6 months, and 3 months.
So that’s how you get your ad in front of newlyweds. But even that category might be a bit too big.
What about newlyweds who are only in the market to rent an apartment? Or the adventurous ones who want to spend a few years travelling across the country in an RV? Or even the ultra thrifty couples who are perfectly comfortable living in mom’s basement after tying the knot?
If you want to weed them out and only look for couples who are in the market for a new home, you can do it by targeting based on Behaviors.
Here, again, you have the option of doing it the long way. First, click Narrow Audience.
Then click on Browse and under Behaviors and Residential Profiles, look for the items related to real estate, such as Likely To Move.
But if you want to take a shortcut, type in and select Likely To Move. Then look at the suggestions that come up and select options like Zillow and Realtor.com and Redfin.
And that’s it. With just a few clicks, you made sure your ad will reach newlyweds who are in the market for a new home. Combined with the right ad, this is a sure-fire way to generate quality leads.