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3 years ago

Mortgage Brokers: Simple Local Facebook Ad Targeting & Audience Selection

In this 5 minute tutorial I walk though a tactic for local mortgage brokers to get in front of realtors and other gatekeepers. 

This is only one piece of a larger strategy using Facebook Ads to own a local market. They key piece of this is to leverage your effort by reaching the realtors and have them bring you the business. 


A detailed targeting. Yep. You see where it says browse? Yep. This is the four areas

right there, demographics, interests, behaviors. Most people, when they think

about Facebook adverting, they think about advertising for interests. That’s not

really what we’re going to look at because we want to target people who are siting

in job positions. If you go to demographics, where you did, and slide down there to

… scroll down within that window. Yeah, it’s kind of goofy like that because you’re

scrolling within a scroll. Work, and then there’s two ways to go about this and really

you can test two different things. Employers, you can sit there and list employers so

like [Right-Cart 00:00:56] Realtors.

Click on employers. Now, just start searching known realty houses. There you go,

click. Yeah. You only want Fayetteville, right? Yeah, because if you go up to Keller …

Here’s the thing, though. That’s the whole total numbers but because you’ve

already limited it by location, that will cut that number down anyway. Yeah. Yep,

we’ll see what happens on the right hand side. If you click under that blue box, click

out of that, click the X on … No, keep going to the right. Click the X on that one.

Okay, so it doesn’t even have a number for you yet. I would add the Fayetteville

one. Right, you can pretty much add all of those.

Then like [Right-Cart 00:02:22], you just go through a list of your realtors like

Century 21, Coldwell Banker, bam. Right. Yep, there you go. It’s going to start

searching for you. Right. Right. No. Right, so now here’s the next thing is right now

you’re just targeting everybody who works at those places. Click on outside of that

window you were in. Yeah, right there is fine. Now, see right below that box where

it says narrow audience? Click on that. Now, you’re going to go into demographics

again. Go browse, demographics, work. Then go to job titles.

Now, here’s where you’re really fine tuning it like your secretary that works at the

front desk doesn’t matter. Your realtor, associate, agent, agent, those are the

people that are going to come to you, I think. Does that make sense? Okay. Sure, go

ahead. Yeah, just type that in, officer manager. Not interest, though … Yeah, job

title. Yeah. Yep. You’re adding maybe five or 10 people. In that whole region,

there’s only so many people who are a licensed realtor, office manager, works at

Century 21. Yeah. You can see on the right hand side that it still says potential

reach fewer than 1,000 people, which is great.

That goes back into the spending, how much do you want to spend because you

can hit all those for a few thousand dollars every month … Or a few dollars, sorry,

in a month. Then in the long run I would save that audience and name it something

like jobs, really whatever’s going to work for you like Fayetteville realtors or

something. What’s going to happen is now you can actually you can go back in and

change this to Raleigh, and save the same settings for Raleigh, and you’ll basically

get different people, or [win-stance 00:05:34] … Yeah, yeah. Right, right.

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