Top 3 Social Media Segments You Should Target To Generate More Seller Leads

By
Real Estate Technology with CityBlast

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.

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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.

  1. Empty Nesters

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.

 

affluent movers.png

*(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.

 

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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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Comments (23)

Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Lovin all this great information you have shared with us.  Thank you!

Oct 03, 2016 02:39 PM
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Yes, segmentation is key.  You can customize the message to each bullseye target.

Oct 03, 2016 08:57 PM
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Thanks for sharing some functionality on Facebook may of use aren't using!

Oct 03, 2016 11:48 PM
Terry McCarley
Coastal Real Estate - Cape Coral FL - Cape Coral, FL
REALTOR, SRES, CDPE - Cape Coral, FL

Thanks for sharing this! I have had some success with Facebook and am looking to do more marketing there so this helps!

Oct 04, 2016 12:52 AM
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Did not know about the custom audience lists - very helpful.

Oct 04, 2016 01:17 AM
Sussie Sutton
David Tracy Real Estate - Houston, TX
David Tracy Real Estate for Buyers & Sellers

Thanks for the post. I did not know segmentation was even a thing to consider. I will be giving this a closer look. I have been thinking about advertising on Facebook and seeing if they had a lead generating offer.

 

Oct 04, 2016 02:38 AM
Jerry Murphy, CRS, SRES
Long Realty West Valley - Anthem, AZ
Anthem, Phoenix, and Scottsdale AZ Real Estate

Thanks for this advice Shaun.  I'm going to utilize the techniques you noted in my Facebook campaigns.  Best wishes.

Oct 04, 2016 02:44 AM
Mayra Espinosa Realtor San Mateo Pacifica Homes
Mayra Espinosa Broker- Realtor | Call 650-996-8961 - Pacifica, CA
San Mateo County Real Estate | Buy | Sell | Invest

Thank you for sharing. Segmentation is a fascinating subject for real estate agent. As you know, we all want more sellers leads. 

Oct 04, 2016 06:49 AM
John Mosier
Realty ONE Group Mountain Desert - Prescott, AZ
Prescott's Patriot Agent 928 533-8142

Thanks, Shaun Nilsson -- You post a lot of wise advise here.  Thanks for this post. The neighborhood where I live is full of OLD people who are looking to downsize or even move to assisted living neighborhoods. I am working here specifically to list their homes for sale.

I am an OLD guy myself so I can definitely relate to them.

Oct 04, 2016 01:24 PM
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Thanks for these great tips.  I have some homework to do.

Oct 04, 2016 02:06 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It's all about Evergreen content most of the time and everything else falls into place after that and just consistency.

Oct 04, 2016 02:51 PM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Shaun Nilsson - great tips - especially for me in selecting the target for Facebook Ads.

Oct 04, 2016 03:10 PM
M.C. Dwyer
Melody Russell Team at eXp Realty of California, Inc. - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Thank you Shaun - I was aware of the demographics but not the behaviors - very much appreciated!

Oct 07, 2016 01:58 AM
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

Empty nesters for sure and those newly retired. Thanks for the info. 

Oct 12, 2016 11:35 AM
Anna Hatridge
R Gilliam Real Estate LLC - Farmington, MO
Missouri Realtor with R Gilliam Real Estate LLC

Thank you for the information.  Good to keep in mind as I start my Thursday follow ups.

Oct 12, 2016 01:01 PM
Jimmy Williams (352) 874-2354
Keller Williams Elite Partners IV - Mount Dora, FL
Lake and Western Orange County Real Estate Expert!

Thanks Shaun for all of this useful information.

Oct 12, 2016 11:53 PM
Thomas J. Nelson, REALTOR ® e-Pro CRS RCS-D Vets
Big Block Realty 858.232.8722 - La Jolla, CA
& Host of Postcards From Success Podcast

Great loist a and info, especially #3.

FYI: Consumer Alert

FREE means no credit card needed, otherwise your "FREE Offer" looks like a trap, a little intel for free, to you from me!

Oct 12, 2016 11:54 PM
Amy Kramer
Reilly Realtors - Austin, TX
Realtor serving Austin and surrounding communities

Great information.  Facebook segmenting is so powerful and your examples are perfect. Thanks for sharing.

Oct 13, 2016 08:37 AM
Carol Lynn Johnson
Re/Max Elite Realty - Franklin, NC
Residential Specialist

I'm a big fan of people who tell me "how" to implement new tools!  Thank you for doing so.

Oct 14, 2016 02:14 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Shaun

Thanks for the tips on targeting and using Facebook more effectively.

Jeff

Oct 14, 2016 05:19 AM