You wouldn’t turn down a client who was serious about buying or selling. But when advertising or marketing, it’s essential that you target one type of person at a time. That’s the only way to connect on a deep level to earn a click on your ad.
What type of person you start targeting depends on several factors:
Who you’ve worked with well in the past
What types of homes you know you can sell quickly in what areas
What types of homes/areas you enjoy working with people buying/selling
Where your core knowledge and skills are strongest
What traits these people had (education level, interests, have children, etc)
Are they currently renting? Or do they have a house and need to upsize/downsize?
How are the markets changing? For example, 66% of first time home buyers are millennials according to the NAR.
Narrow Your Target
The best target on Facebook is a narrow one. You don’t want 1 million random people to see your ad. You want 500-1,000 of the most perfect clients to see it. They click it. They become a client.
Really take some time to think about who these people are. Do they love going to the gym? Are they into theater?
If you’re unsure at this point, try this:
Browse the many targeting options at your disposal
Write down recent clients
Review any information you collected on the clients
Recall what you can about those clients
Start hashing out what they had in common
Write these things down
This is a great place to start.
Make It Local
If someone were moving from Los Angeles to Atlanta, you’d certainly want to help them find the perfect home. But really, how often does this happen?
People do re-locate for business, retirement and other reasons. But it’s much more common that people are buying a home within a given city or even in a general area.
Be careful when targeting. Exclude people who are unlikely to be clients. That includes people in other cities. That is unless your city is experiencing a major migration from a specific location.
Why would you exclude so many people? What’s it hurt if someone sees the ad and isn’t interested? The answer to that we’ll discuss a bit later. But for now know that on social media, relevance matters a lot. Not being relevant will cost you a lot of money.
Use Facebook’s geo-targeting tool to target a whole city.
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