Real Estate Agents often ask me, how do I generate more seller leads through social media? There are a number of fundamental social media techniques real estate professionals can use to increase engagement. But there is one tactic that is constantly overlooked; audience segmentation.
When most people think of social media segmentation, they think of paid targeting options. And they would be correct, however, what makes Facebook so powerful is your ability to layer demographics, interests, behaviours and geographical location targeting options to pinpoint lucrative audiences. Paid targeting is effective because it enables businesses to get a specific message in front of a specific audience.
But, it’s a big wide world out there, who should real estate professionals target? In my opinion there are 3 top Audience Segments that will help you generate Seller Leads.
We colloquially refer to those over age 45 whose children have now grown up and left the home as ‘Empty Nesters.’ Their kids have grown up and have all left the roost. Empty Nesters are a prime demographic who may be looking to move or downsize.
2. Affluent Movers
‘Affluent Movers’ are exactly who they sound like. Facebook utilizes third-party data companies to attain hyper accurate demographic information and Realtors can utilize this to target the most lucrative demographic possible. In this case, we are able to combine two different 3rd-party analytics and Facebook’s interest targeting to zero in on an incredibly profitable niche.
*(Income is either consumer self-reported through a survey or estimated based on a variety of demographic data such as age, occupation, home ownership, and a median income for the local area., provided by Acxiom)
*(Model built from a combination of offline self-reported data and online survey panels. Provided by Epsilon)
*Notice how we utilized the super-powerful “and MUST ALSO match one of the following” feature of Facebook’s ad platform. This feature will allow you to create different demographics that you can test to find your perfect audience segment.
3. Custom Audience Lists
All successful real estate professionals keep a long list of emails and phone numbers of potential clients for follow up. Facebook now allows you to upload your list and matches either the phone numbers or emails, so you can target this audience and remind them that you’re the one that can help them sell their home! Perhaps, in doing so you could offer a special deal as an extra incentive or simply remind them of your expertise.
Audience segmentation has radically changed how people target potential clients through social media. In Fact, it has become an essential tool for any marketer. Not only does audience segmentation put you in front of the people you wish to target, it also reduces wasted money spent communicating to people who are unlikely to be interested in your service.
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