Hey,
So, you’re running a Facebook ad for your real estate business. The visuals are stunning, the copy is crisp, and the audience targeting is spot-on.
Yet, the results? Barely trickling in.
What’s going wrong?
Here’s the problem: Traditional audience targeting isn’t enough anymore.
Sure, it works to some extent, but if you’re relying solely on demographics and interests to get conversions, you’re leaving money on the table.
Why?
Because people don’t just buy homes—they buy dreams, stories, and solutions.
That’s where creative targeting steps in.
Instead of just focusing on who your audience is, creative targeting shifts the spotlight to how you engage them at different stages of their buying journey.
Let me walk you through how this works.
Top-of-the-Funnel (TOFU): Grab Their Attention
At this stage, your goal is simple: stop the scroll and spark curiosity. You’re not trying to sell yet—you’re just getting on their radar.
Here’s what works:
- “Dream Big” visuals: Show breathtaking photos of luxury homes or cozy spaces that make them imagine their ideal lifestyle.
- Neighborhood focus: Highlight the charm of the areas they’d love to live in—parks, cafes, schools, and more.
- Polls & surveys: Ask engaging questions like, “What’s your dream home style—modern or classic?” This gets them interacting with your ad.
- Teaser videos: Short clips showcasing highlights of a property or neighborhood leave them wanting more.
- “Guess the Price” challenges: People can’t resist guessing games. Plus, it gets them emotionally invested in the property.
By the end of TOFU, they know who you are—and they’re intrigued.
Middle-of-the-Funnel (MOFU): Build Trust and Interest
Now that you’ve got their attention, it’s time to show them you’re the real deal. Trust is key here. Use this stage to engage them further and keep your brand top of mind.
Here’s what works:
- Virtual tours: Let them explore properties from the comfort of their couch.
- Testimonial clips: Showcase happy clients sharing their success stories.
- Feature comparisons: Help them weigh the pros and cons of different properties.
- Behind-the-scenes footage: Show the human side of your business—your team, process, and passion.
- Success stories: Share examples of clients finding their dream homes thanks to you.
At this stage, they’re thinking, “Okay, I trust these people. Let’s see what they’ve got for me.”
Bottom-of-the-Funnel (BOFU): Seal the Deal
This is it—the moment they decide. Your ads need to make it crystal clear why they should act now.
Here’s what works:
- Urgency offers: Limited-time discounts or exclusive deals to create FOMO.
- Pricing breakdown: Be transparent and straightforward. Break it down so they can see the value clearly.
- Testimonial push: Keep social proof front and center—happy clients mean credibility.
- Countdown timers: A ticking clock adds a sense of urgency.
- Clear calls-to-action (CTAs): Tell them exactly what to do next, like “Schedule a Viewing Today” or “Get Your Free Consultation.”
At this stage, your audience should feel confident and motivated to take the next step.
By aligning your ad creatives with your audience’s journey, you’re not just showing them homes—you’re guiding them toward their dream.
You’re building trust, creating urgency, and addressing their concerns—all while keeping them engaged.
So always remember – what you show your audience matters just as much as who sees it.
Now, take a step back, evaluate your funnel, and ask yourself: Are your ads working together to tell a compelling story? If not, now’s the time to rethink your strategy.