Look, Facebook is an incredibly powerful tool for promoting renovation services and real estate listings or showcasing the latest home decor trends, but you can’t just throw up an ad, cross your fingers, and hope for the best. How to target homeowners on Facebook ads? The goal of this article is to help you understand who homeowners on Facebook are and generate leads.
Table of contents
How To Target Homeowners On Facebook Ads
The process is actually simple. There are 3 big questions that we always look to answer before we ever create an ad, and this gives me tons of clarity and visibility on what we’re going to do.
First, how many sub-categories of a targeted group are you targeting out there?
Identify your niche audience
In our opinion, there are two types of homeowners: actual homeowners that live in the home and absentee owners.
When it comes to actual homeowners, consider these potential homeowner subgroups you might want to target with tailored messaging:
- New homeowners: Brimming with excitement and potentially overwhelmed, they might be actively searching for furniture, landscaping services, or renovation contractors.
- DIY enthusiasts: These users enjoy tackling home improvement projects themselves and might be interested in ads for tools, building materials, or instructional content.
- Parents with young children: Safety, functionality, and child-friendly design become top priorities. Target them with ads for safety products, creative storage solutions, or educational play furniture.
If you break down the “absentee owners” group, you’ll see that there are 3 sub-categories under it:
- Owners that are either renting out the property for a short term or long-term rentals like AirBnB Listing
- Owners that have this property as the second home
- Owners that may be using this property as an investment
Once you’ve identified this hyper niche audience, it’ll lead to the next question: What are the psychographics of this niche?
Identify the demographics
Age, income, marital status, and location are all valuable demographic indicators. Targeting users within a specific age range (think millennials establishing their first homes) or a higher income bracket (potential clients for luxury home improvement services) can significantly increase the relevance of your ads.
For example, married couples often prioritize different aspects of homeownership compared to singles. Targeting married couples with ads for spacious family homes, child-friendly furniture, or landscaping services that create inviting outdoor living areas can be highly effective.
Singles, on the other hand, might be more interested in studio apartments, space-saving furniture solutions, or smart home technology that enhances convenience and security.
Also, targeting users with a higher income bracket allows you to showcase luxury home renovation services, high-end appliances, or designer furniture collections.
On the other hand, targeting users within a moderate income range might be more receptive to ads for DIY project inspiration, budget-friendly flooring options, or energy-efficient home improvement solutions.
Notably, get specific with geo targeting Facebook ads! Think about targeting users in suburban neighborhoods with ads for lawn care services, pool cleaning companies, or fencing options. Conversely, users in urban areas might be more receptive to ads for condo living, space-saving furniture solutions, or property management services.
Identify the psychographics
Many advertisers tend to turn a blind eye to psychographics when working their Facebook ads targeting. There are some psycho-related factors that will help you target more accurately if identified correctly.
Among the wants, the needs, motivations, and frustrations, we believe the frustrations are probably the most important of the four. If you’re able to identify the pain and can create a piece of value that actually touches and solves the pain, you’ll be more likely to capture the contact information and essentially get a brand-new lead.
Let’s take the homeowners that actually live in their homes as an example. Some of common frustrations could be home repairs and renovations, getting reliable quotes from contractors, or deferred maintenance.
If you think a step further and start thinking about motivation, you can identify more reasons for creating an ad, hence more ideas for Facebook ads target homeowners and more opportunities to create values, .
Now, go back to the above example. That homeowner is living in their home but may be planning to sell it (as they’re thinking about upsizing, downsizing, relocating, or wishing to be in a school district which is better for their kids).
So, if we contrast this to the absentees owners, the answer to the question “what are the psychographics of the niche?” is completely different. Common frustrations of absentee owners are usually managing their properties from a distance, finding reliable tenants or property managers for their houses, or keeping up with on-site issues rising with the property.
And, if you’re looking for a motivation for an absentee owner to sell their home, it could be because they’re planning to liquidate assets, or there’s a change in their finances, or they simply don’t want it any more.
So, you’ve figured out some frustrations and motivations. It’s time to move into the question “What can I do to solve one of the problems that I’ve identified?”
Create an ad based on all identified data
Be it creating a list of the best contactors in an area, putting together a guide for all of the best school districts in the neighborhood, or a checklist to properly manage properties from a distance, the pieces of value you create don’t need to be fancy. You just literally need to hit the sweet spot!
Tip: A picture is worth a thousand words. Use high-quality images or videos that showcase the benefits of your product or service in an aspirational way. Think before-and-after shots for home improvement services, lifestyle imagery featuring happy homeowners enjoying their dream space for furniture stores, or visually stunning outdoor spaces for landscaping companies.
Tips For Targeting Homeowners on Facebook Accurately
Here are some additional tips for targeting more accurately with Facebook Ads when focusing on homeowners:
Combine multiple targeting options
Don’t rely on a single Facebook Ad targeting method. For optimal reach and accuracy, consider layering demographic targeting, behavioral targeting, and even interest-based targeting.
This multi-pronged approach allows you to create a more precise image of your ideal homeowner and significantly increases the chances of your ad reaching the right users.
Use negative targeting to exclude irrelevant users
You can target homeowners on Facebook ads by excluding specific demographics or interests from your target audience. This is particularly helpful to avoid reaching users who might not be homeowners. For instance, you could exclude users under the age of 18 or those who have expressed interest in renting apartments.
Target location-specific events
Consider targeting users who have expressed interest in attending homeownership-related events in your local area. This could include real estate expos, home improvement workshops, or even gardening fairs.
These users are actively seeking information and inspiration related to homeownership, making them highly receptive to your offerings.
Lookalike audiences (using purchase data)
If your business already caters to homeowners and you have purchase data available, leverage it to create even more accurate Lookalike Audiences. By targeting users who share similar buying habits to your existing homeowner customers, you’re exponentially increasing the chances of reaching new users who are also likely to be homeowners.
Promote seasonal offers
As spring approaches, promote spring cleaning services, lawn care packages, or energy-efficient window replacements that can help homeowners prepare for warmer weather. Winter can be a prime time to advertise furnace maintenance services, snow removal solutions, or cozy home decor products.
Don’t forget the holidays as well! The lead-up to Father’s Day could be a perfect opportunity for hardware stores to promote grilling equipment or tool sets.
Target homeowners with children during the back-to-school season with ads for space-saving furniture solutions or home organization systems.
Conclusion
That’s all about how to target homeowners on Facebook ads. By following SpeedX Agency tips and strategically combining the targeting options available within Facebook Ads, you can achieve a remarkable degree of accuracy in reaching potential homeowners.
Don’t forget to stay updated on current homeowner behaviors and online habits. This ensures your targeting stays relevant and reaches users actively researching or considering homeownership-related products and services.
