ZIMA Marketing – Video + Advertising Agency

Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

If You're In The Real Estate or Mortgage Industry...

Starting August 26, 2019, Facebook is removing a lot of advanced targeting options for Real Estate & Mortgage Facebook/IG ads.
❌ No more Age targeting options
❌ No more Gender targeting options
❌No more Behavioral targeting
❌ No Lookalike audiences allowed
❌ No more targeting Exclusions
facebook special ad category real estate
Ads that are already running before the 26th will continue to run normally until Jan 14. New ads/campaigns created after the 26th will not be allowed to use those old targeting options mentioned above.

Facebook has been under some serious heat recently because of how in-depth the targeting options were. Sheryl Sandberg, Chief Operating Officer at Facebook expressed that “our job is to make sure these benefits continue while also making sure that our ads tools aren’t misused. There is a long history of discrimination in the areas of housing, employment and credit, and this harmful behavior should not happen through Facebook ads.”

This will make things much harder for the average Facebook advertiser to run targeted/specific campaigns (like VA campaigns, Downsizing campaigns, Listing ads, etc) effectively. 

Since our targeting options are restricted, focusing on video marketing will allow you to build your brand and attract ideal clients.

The Solution: Don't Put All Your Eggs In One Basket

By tapping into other social advertising platforms like YouTube & Google, you can STILL leverage the targeting options that were just removed from Facebook/Instagram.

This means Google/YouTube will be best for transactional lead generation campaigns and Facebook/Instagram will be best for branding and content marketing.

It’s always best to diversify your lead generation source,  so using YouTube/Google alongside Facebook/Instagram will produce the best results.

Here is a snapshot of some of the targeting capabilities on Google/YouTube that are great for Real Estate Lead Generation:

Google ad real estate targeting

As you can see, there are still a TON of ways to target effectively online by leveraging other platforms like YouTube.

Gender, Age, Parental Status, Household Income, Interests, & Channels are still powerful targeting options available outside of Facebook/Instagram.

As Facebook and other social networks keep changing, it’s important to remember to focus on creating unique content and distribute it across every channel possible.

Thanks For Reading!

If you have any questions or want to get in touch, click here to schedule a call. We can chat about what strategies we can roll out to make this year your best year yet.

Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

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