Target “Likely to Move” in Your Facebook Ad

Renae Virata | December 7, 2015 | Marketing

Advanced Facebook Ad Targeting for Real EstateHave you been at a loss lately with your Facebook ads for your real estate business? You’re not alone. Many real estate agents test their ads time and time again, but targeting can get stale. Have you tried targeting your ads with the behavior “Likely to Move”? It’s a little secret that few agents know about and that can inspire other highly effective phrases to target just the audience you need to get more qualified real estate leads.

How to Target Your Facebook Ads

You can create your ads and audiences using two methods: ad creator or the Power Editor in your Facebook account. We recommend Power Editor. Once you are there, click on “Audience” in the top menu. You can either edit a current audience profile in the list or click on the green “Create Audience” button on the upper right of your screen. Then click on “Saved Audience” from the three options.

Select the “Everyone in This Location” option from the “Location” dropdown. Deselect the default “United States” and enter in the zip codes for your target area. Be cognizant for your particular ads of which zip codes make sense. If you are targeting a specific type of area in a city, then enter all zip codes for those type of properties. If you only focus on one specific area of town, then enter the zip codes relevant to that and even surrounding areas.

Select ages, “All” for gender and languages (if you are multi-lingual, select all that apply).

Now comes the fun part. Enter “Likely to Move”, which should pop up as a choice. You’ll notice that it falls under the categories Behaviors > Residential Profiles. Type in other behavioral parameters and interests. You can type in “Home Values” and even “Household Income” and select those that are relevant. Be careful, however, that you don’t narrow your audience down too much. It’s a good idea to test the waters without these parameters then add them in for another ad to do some testing.

That’s it! You will see the targeting for your audience drop to just those that fall under those behavioral and demographic categories for better targeting.

How Facebook Knows When a Person is “Likely to Move”

Facebook is not only a social platform, but a source of big data as well. It has access to all sorts of information about its users based on the posts and pages they like, comments they make and profile information that they provide. The second way is through data mining companies with whom Facebook has partnered. A more recent development, information such as household income, purchasing behaviors and the like are provided to Facebook and feed the categories that you choose under Demographics and Behavior, for example. (You didn’t think people were volunteering that kind of information on their pages did you?) So using Facebook’s technology, they are able to provide advertisers like you some good targeting parameters.

So what do you think? Have you tried “Likely to Move” for your ads? Did it work for you?


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Renae Virata