Email marketing is terrific, but it’s getting easier and easier to ignore emails that come into our inbox. What once felt urgent and personal is now at risk of feeling just as outdated as a bus bench ad.
So, what’s a savvy agent to do? Well, running Facebook ads is a terrific way to engage your next set of buyers and sellers — and thanks to this pro tip from realtor.com® social media manager Marci James, now you can run Facebook ads that ONLY target a specific audience of contacts that you upload directly to Facebook.
Who should you retarget?
The next time you run a Just Listed or Just Sold ad, consider uploading a custom list that targets:
- The LinkedIn contacts you learned to export here
- The potential sellers who have not yet hired you to sell their home
- Warm buyer leads who haven’t yet signed on with you
- Anyone you wish you could get to open an email or save a direct mail postcard
Here’s how to create and upload your custom list.
1) Export your contacts
Start in your CRM, creating a list or segment of contacts you’d like to target on Facebook. Export the list to a .csv file and be sure to include email addresses and phone numbers as fields — those are the two primary fields that Facebook uses to match users to your contact list.
If you use Top Producer® CRM, you can select your contacts and within the Export Options, you can save the .csv file so it exactly matches the records that Facebook prefers for contact matching:
2) Go to Audiences on Facebook
To upload your Custom Audience to Facebook, go to the Audiences page in your Ads Manager. If you’re currently logged in and have Ads Manager set up, this link should take you directly there.
Select the top option, Create a Custom Audience:
3) Select preferences for file upload
From the next set of options, select Customer File, then select Choose a file or copy and paste data.
4) Upload your contact file
Upload your file, agree to the terms of service and give your audience a name.
5) Help Facebook match your contact fields
In the next screen, you’ll get a preview of how well your data is mapping to Facebook’s internal fields. You may have to help guide them on things like Birthday format (DD//MM//YY vs. MM/DD//YY).
Once you’re satisfied with the fields, hit Upload and Create to finalize the process. Facebook will go about matching your data with the contacts information they have. The final product is a custom audience that you can target with specific seller-related campaigns, brand-building campaigns and more!
How else do you target certain audiences online?
Have a secret trick when it comes to segmenting audiences and running highly successful, highly targeted online campaigns? Tell us how you retarget top top prospects in the comments.
The steps make it look a little more complicated than it really is, so we are glad you found them easy to follow. Best of luck setting up your ad -- let us know how it goes!