Facebook Ads to distressed homeowners

[Brent Tatum]

I was wondering if anyone had experience setting up successful facebook marketing campaigns targeting distressed homeowners?  

[Angel-Ty L.]

@Brent Tatum @Matthew G.

Setting up a successful marketing campaign targeting distressed homeowners can be broken down into a 3 step process. Simplicity is key here, you don't want to overcomplicate things. Worse results and overwhelmingness comes from being stuck in the weeds of all these exclusions, website custom audiences, retargeting, messenger bot, and all the Facebook advertising features and technologies, when really you just have to simplify. 

Reverse engineering the process gives an awesome base to add complexity going forward. 

See the key is to understand the high-level algorithm in your end goal and the assets you have, which is when you can start. Don't just get caught up in trying to be a “Facebook ninja”. 

So what is the 3 step process…

Step 1- Figure out the end goal. What is your specific goal for your specific situation?

Step 2- Take inventory of the assets you have. What do you have to give Facebook the right data so they can deliver your ads best way possible?

Step 3- Create custom core audiences and some core lookalike audiences.

Dive Deeper…

Figure Out The End Goal

Start with your offer and reverse engineer from there. What do you want these people to do, what action do you want them to take. With most wholesalers, getting that prospect on the phone is the main goal. From there you can evaluate the condition of the home, how motivated they are to sell and to set up an appointment to see the property. Someone who will sell their house for below market value is a certain niche of people. So who is the person we are targeting that is going to take that end goal step. Solidly understanding your customer avatar gives you someone to talk to in your ad copy. 

So understand the end action and the person you want to take that action. From there you are going to next…

Take Inventory To The Assets You Have

What inventory or assets do you have that are related to the end goal? So take a look at what you have. Most investors can upload their list they’ve acquired. Anything you can upload and create potential warm audiences from do it. Mailing lists, web visitors, etc…

Create Custom Core Audiences

This step ties into the previous step where you took inventory of what you have and are now going to create those custom warm audiences. Facebook allows you to create many audiences based on users engaging with you. 

To go over a few…

Video engagement- Can create a warm custom audience based on people who have watched a certain percentage of your video ad (25%, 50%, 95%, etc…)

Lead Ads- Lead ads are good for those without a well-converting landing page. Facebook allows you to create an audience from the people who opened your lead form or completed it.

Interacted with your page/messenger- Can make audiences from those who have visited your page, engaged on any post or ad, people who have clicked any call to action, sent a message to your page, etc…

Mailing List- Facebook allows you to upload data that they will use to match against their users. You can then create thess custom audience from people on your mailing list. Great for more exposure because now they see your letters and your ads.

Lookalike Audiences 

A lookalike audience is a cold audience where Facebook takes the characteristics, behaviors, and interest that your specific audience, whether its page engaged or converted users, Facebook will take that and create an entirely unique cold audience based on those behaviors and interest. 

To get the best results from these lookalike audiences keep these points in mind…

- The more data you give Facebook the better

- The higher the quality of the data is the better

- The larger list related to the end result is better

You can use the lookalike audiences same way you would create custom audiences.

Let's say you have absolutely no warm audiences then you are going to have to start with interest targeting. This post is to just give you an option of ways to get that perfect audience before you go straight to interest-based targeting.