Are you looking for a tool to help you target your marketing more effectively?
Do you want to learn more about the people in your database?
In this article you’ll discover how using Facebook’s Audience Insights can help you build better relationships with your clients and prospects while creating marketing they actually want.
About Facebook Audience Insights
With over 2 billion monthly active users (16 million of them in Australia), Facebook is the most used website the world has ever seen. Beyond uploading pictures and catching up with friends and family from near and far, Facebook is a valuable resource for marketers from all industries: especially those involved in real estate.
Marketers can mine all sorts of data from the Facebook Audience Insights feature, creating customer personas, which can be used to find the right audience and target them as needed.
Now, the concept of buyer personas is digital marketing 101. But, what makes insights all the more interesting, is the idea that some companies may be sitting on existing data—from their websites, email marketing, other social channels, and so on.
Facebook now allows you to add this data into their system, adding further value to your campaigns.
Why You Need to Define Customer Personas
Let’s quickly go over customer personas. These are fictional representations of your target customer based on specific datasets gathered through market research.
If you’re a selling agent looking to attract vendors, an example persona might be a middle-class couple looking to purchase a larger home for their growing family and need to sell up. Drill down further, and maybe this hypothetical couple likes to walk to a coffee shop in their neighbourhood, or the local parks with their kids. Maybe more kids are on the horizon and they’ve just bought a large family car. You get the idea.
This data should include things like demographics, behaviour patterns, motivations, and goals. The more details you can flesh out, the better—as knowing your potential client well increases the likelihood of client acquisition and retention.
So, where does Facebook Audience Insights factor into all this?
Well, the tech behemoth already has most of this data within their system. That same technology that enables a pair of shoes to follow you around online can help you keep tabs on your potential customers.
If you’re already running email marketing or direct mail campaigns, you likely have your leads divided into different groups. Say, according to whether they rent or buy, income levels, interests, uploading this to Facebook Audience Insights data allows you to check a few boxes and push out relevant content to your predetermined groups.
Before, marketing was akin to casting a net with wide holes into the water and getting a few fish at once. With targeted marketing, you might not catch the most fish, but you’re getting the fish you want, not the ones that are too small to eat.
Creating a Facebook Custom Audience from a Customer File
While there are three types of Facebook Audiences, the Custom Audience proves to be the most valuable for most real estate agents. This feature allows you to retarget past website visitors, as well as those people who have engaged with other forms of content like your blog, website or an email campaign in the past. This also includes people you’ve collected an email address or mobile phone number from at open homes.
By creating a custom audience based on a customer file, you’ll find that there are more types of custom audiences.
- Create a list of either email addresses or phone numbers you’d like to profile (i.e. buyers, sellers, investors etc)
- Save your list in CSV or TXT format
- Go to the Audiences tab in Adverts Manager
- Click the Create Audience button, select the Custom Audience option, then choose Customer List
- Upload the CSV or TXT file list you previously saved, or easily drag and drop your file to the Custom Audience box
- Your Custom Audience will be ready in about 30 minutes
After that, you will be ready to analyse your Facebook custom audience. Once your audience is ready, it’s time to move right along into profiling your list.
Profiling Your Clients & Prospects
Profiling your customers can be done through the Facebook Audience Insights tool.
If you’re using Facebook Ads Manager, go to Tools > Audience Insights.
If you’re using Facebook Business Manager, go to the Main Menu > Audience Insights.
Remember buyer personas? This is where you’ll actually put these to good use.
A useful tip when profiling your clients and prospects: it helps if you think of them as an actual person. In this example from Salesforce, they’ve profiled a fictional 56-year-old woman named Katherine. She works in healthcare and went to university. She has a mid-size car and some disposable income, which she uses to buy clothing, pet supplies, and beauty products.
They even drill down further—Katherine enjoys country music, camping, gardening, and watching the ABC. Her favourite not-for-profits are the Australian Red Cross and Animal Welfare League Australia.
The profile covers all the basics—age, education, income, purchasing behaviour, hobbies, and interests. This all gives you a sense of what kind of person she is, despite the fact that, well, she doesn’t exist.
In a real estate perspective, you can consider Katherine in terms of what kind of home she might live in, which communities best cater to people like her, what her budget looks like, and so on. From there, you start to build up enough info to start marketing to her.
Depending on your business, you may need to create several personas—one for a young man just getting started in his career, an older couple looking to downsize, and so on. Just don’t get lost in making tens or hundreds of personas, as it will stretch your efforts thin.
Facebook Audience Insights: How To Upload Your Database Contacts & Profile Them
Facebook’s Audience Insight tool is very helpful for marketers of all types. Real estate agents who need to market their listings can benefit tremendously by being selective about which content goes to which personas.
Again, you likely already have a great deal of the required data. Bringing it together with Facebook can make for an incredibly effective approach to marketing—finding the right clients, or buyers for your clients’ properties, rather than wasting time on tyre-kickers.