Did you know that you can run ads on Facebook targeting people who are likely to move? Or to people who live in homes worth a certain value. Or whose homes were built in a certain decade. Or to people who own property with a certain amount of acreage...
Facebook has loads of information about our homes and household make-up, thanks to its partnership with data companies like Acxiom and Experian.
Here's the full list of targeting options for home and residential categories:
Home type (apartment, condo, multi-family home, single)
Home value
Property size (in acres)
Square footage
Year home built
Home ownership (first time home-buyer, homeowners, renters)
Household composition (new parents, veterans, housemate-base households and much more)
Length of residence (how many years they've lived there)
Likely to move
New Mover
Recent home-buyer
Recent mortgage buyer
How can you utilize these targeting options for acquiring more clients? I'll get into that below. But first, you'll want to make sure your Facebook Ads only show to people in your area.
Is Your Geo-Targeting Set Correctly?
For local marketing campaigns, it's important to set an appropriate geographic radius for your business.
For example, if you're based in Akron, OH, you may only want to show ads to people who are within 25 miles of your office. Since you don't service people across the state, you don't want to waste your advertising budget on people outside your local area.
Now that you're only targeting nearby clients, let's take a look at some examples of how different businesses can utilize home data segmentation to attract new clients. These examples should get your creative juices flowing so you'll have some "light-bulb" ideas of your own.
First-time home buyers.
Targeting first-time home buyers works well for:
furniture stores
home appliance retailers
lawn & garden equipment stores.
First time home-buyers need all sorts of things to get settled, items that they have probably not purchased before. They'll need lawnmowers, tools, garden equipment, fridges, stoves, couches, closet organizers, etc.
Houses built 60+ years ago.
Plumbing and drainage contractors can target people who live in older homes, as they may be in need of re-plumbing their old pipes.
Houses built 20 years ago.
Helpful for Roofers and Window Replacement businesses. People who live in homes that are 20 years old are reaching the point when they need to consider their first roofing and window replacements.
Home value.
There are many options for home value targeting. I've used this successfully in marketing premium services to people who own homes worth more than $1,000,000. You can target homes with different values as well.
Businesses I've seen successfully get more clients by targeting people whose homes are worth at least $1 million:
Swimming pool maintenance
Plastic Surgeons
Auction Houses
Cappuccino Machines
Golf Clubs
Fine Art and High End Furniture
This segment can also perform well for insurance companies and financial planners.
Household Composition: New teen drivers.Ideal for car dealerships.
They can run ads to new teen drivers (and their parents) about cars with the highest safety ratings. Cars which just happen to be on sale at their nearby location.
Household Composition: Empty Nesters.
With their kids gone, empty nesters have a vacuum to fill in their lives. They need new things to do, new hobbies. Organizations that perform well targeting empty nesters include:
RV dealerships
Painting and Woodworking Workshops
Dance classes
Social clubs
Community centers.
Layering To Pinpoint Your Ideal Clients
Your marketing becomes more powerful when you layer these segmentation options.
For instance, an exterior siding / painting contractor might want to target people who live in
homes built 20+ years ago
that are also more than 4,000 square feet.
Since larger projects are more profitable, they could focus their Facebook advertising on that market.
Similarly, a real estate agent may want to target
homeowners
who live in large homes (4,000 square feet and up)
who are also empty nesters.
They could run a series of campaigns to this audience about moving into a smaller place or into a condo.
I've also had success layering high value homes with households that include kids. Organizations that do well with this segment include private schools, tutoring programs and high end summer camps.
Interior designers may want to target people who have
recently moved
into a high value home
in order to promote their home decor services to this audience.
Another layering segment that I like to use for doctors to attract new patients:
recently moved
with children.
Pediatricians, dentists and other doctors can offer a special for families new to the neighborhood in
Once you start experimenting with layering, you'll find hundreds of creative ways to target your ideal clients.
Have you used home / residential data targeting for your business? What did you use, and how were the results?