How to create custom audiences for Facebook for an Estate and Letting Agent

Given the level of customisation available when targeting people on Facebook, it would be a dereliction of duty if estate and letting agents didn’t create custom audiences. If you are new to custom audiences, the process will sound daunting, but we are here to help.

At Agent Media, we are pleased to say we have assisted many estate and letting agents create customer audiences and connect with the right people on Facebook. Just because Facebook helps you reach out to the world, doesn’t mean you should.

We are here to ensure your time, effort and money is used on connecting with people most likely to use your services.

Types of Custom Audiences

There is a range of custom audiences available to agents, including:

  1. Custom audiences from your customer lists
  2. Custom audiences from your website
  3. Engagement custom audiences

We will briefly discuss these three custom audiences.

Custom audiences from your customer lists

This option provides you with the chance to inform Facebook about customers you already have a relationship with, but which aren’t being tracked by Facebook engagement or the Facebook pixel. A great example of this would be customers who are on your email list.

If someone has willingly signed up for content from you, they have expressed an interest in your services. However, Facebook is unaware of this relationship. You can upload these lists and Facebook has a process in place to maintain customer data privacy while connecting you withy suitable Facebook profiles.

You cannot use data that has been bought or gathered from other sites. Also, if a person unsubscribes from your email list, you should also remove them from your custom audience.

Custom audiences from your website

When you have installed the Facebook pixel on your website, Facebook can match website visitors to their Facebook profile. This information is used to create a custom audience, allowing you to target website visitors and remarket to people who have looked for a particular product or service.

You can set a timeframe, targeting recent visitors or any visitors in the most recent six months.

Engagement custom audiences

With this option, your audience consists of people who have already engaged with you on Facebook, or on Instagram, which is owned by Facebook.

How to create Facebook Custom Audiences

With all Custom Audience types, open your Ads Manager and click a Create Custom Audience. The process then depends on what type of custom audience you are looking to create.

Creating a customer list custom audience

Click on Customer File and then choose to add customer information or to import a list from MailChimp. If you are a MailChimp user, there is integration available, making the process simple. However, if your list isn’t on MailChimp, you will have a few more steps to complete.

Agree on the terms of service, which is you verifying you have the permission of your audience to share their details and data.

Prepare the information in a format that Facebook understands. You should have separate columns for first and last names. You should include the country code on phone numbers, even if all phone numbers are from the same country. Do not include the leading zero in the country code. Always include a country column, even if every customer is from the same country.

You can upload your customer data in a .CSV or .TXT format, or you can copy and paste the information into the box on screen. You should provide the group with a name which accurately describes it, and which you will instantly know when you see it later.

Facebook will then prepare your Customer Audience, which should be available in around half an hour.

Creating a website visitors custom audience

You must install the Facebook pixel first. Once you have done this, and it is working, you can proceed. If you need assistance in setting up your Facebook pixel, please contact Agent Media.

Once the pixel is in place, select website traffic and then select the pixel you wish to use.

You can choose between all website visitors, all visitors who viewed a specific page or visitors who spent a set amount of time on your website. When choosing your timeframe, you can select between 30 and 180 days. You can even select factors such as the device people used to access your site or the number of times someone has visited your site.

You should provide the group with a relevant name and then click Create Audience. Facebook will provide you with a Custom Audience in around 30 minutes.

Creating an engagement custom audience

Start this process by clicking on Engagement. A pop-up will appear asking you to select an engagement audience relating to how people have interacted with you. You can choose your main Facebook page, your Instagram business profile, videos, lead forms or people who have clicked on ad.

You can customise these options. As an example, if you want to create an audience with people who have used your Facebook page, you can narrow down your audience to specific types of interaction. You can choose people who have visited your page, who have messaged you, who have clicked on a link and so on. With videos, you can choose people who have watched videos for at least a set amount of time and with lead forms, you can choose people who have submitted a form or people who have opened the form.

You can also set a timeframe, up to 365 days.

Once you have done this, name the group and then click Create Audience.

How to use a Custom Audience

Once you have created a Custom Audience, you need to know how to use it. When you create a new ad in Ads Manager, you can set to target the ad to your custom audience. Choose the audience you have created, set a budget and time, and you can then run the ad.

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