Or worded another way, should I target a specific age range because they are more receptive to Facebook?

Do you know what the problem with this is? The problem is that while it seems like a logical question, it’s actually not.

It’s the wrong question to ask because it is based on completely false information.

One “source” declares that millennials are exiting Facebook and using SnapChat and Instagram. Another “source” declares that people are closing down their profiles left and right.

Here’s the problem. These “sources” are wrong. Go directly to the real “source” aka Facebook for the real data: https://investor.fb.com/home/default.aspx

So the reality is that thinking that a specific age group is “more receptive” to Facebook is not only inaccurate information, but it’s the wrong place to start focusing when you want to leverage Facebook for your real estate lead generation.

I walk you through this in the video: (video above)

The underlying issue to this is that as real estate agents we are so used to chasing shiny objects, also known as jumping ship on a lead generation method when we think there might be a better faster way, that we see or read something and immediately change what we are doing.

Consistency trumps creativity, every single time. Stay consistent in your lead generation.

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TRANSCRIPT:

Hey! This is Christina with Leads and Leverage. I have got another Q&A for you today; the question is, “Should I target an age range because they are more receptive to Facebook?” So, I'm going to answer that question really fast right now and then I'm going to give you the “why” to it. No, you should not target an age range because they're more receptive to Facebook.

Here's why: you have no idea which age range is most receptive to Facebook, you don't; you have your assumption, we have our assumptions. The thing is that people assume that the millennials are not on Facebook; that all they're using is Instagram and Snapchat, and that's not true, Facebook is growing in that age demographic.

And it's not only that, if you target too young, they will own and they will afford to buy what you think they should be able to buy. The next piece of it is that the fastest growing age group on Facebook is 45 plus, so that's great, but what happens if your market is mostly people who are first-time home buyers or first-time home sellers? They're not 45 plus. You don't want to target based on age at all, you want to target based on 1) zip code, 2) homeowner, and then 3) based on the interests and the desires of the people.

So when you're doing page like ads, you want to do homeowner and zip code. For everything else, you want to start doing based on interest so if you have a home, a larger home like one with four bedrooms, three-car garage, nearly four bedrooms, three baths, 3-car garage, 3,000 square feet, that wouldn't necessarily be a first-time homebuyer, so you wouldn't necessarily target people based on interests that were more than a first-time homebuyer like young kids at home, etc. That's probably more of a move-up-buyer home where the kids are getting older or they're adding more to their family and they need more space.

So, that's what I mean by interest, you want to target that way. If you have a golf course at home, you want to target people who are simply golfing. If you have waterfront homes, you want to target people who are interested in the waterfront, maybe boating, water sports, things like that but I would not do age range.

You cannot project what age range is going to perform better for you on Facebook, you cannot do that in real estate. The best thing to do is target the zip code and homeowner. That's the thing with Facebook, you know, Google is all about the buyer, but Facebook, the most accurate piece of data that they have is the homeowner, so that's why you want to do that and don't target based on age range. You have no idea which age range is more receptive, different ages use Facebook differently, but all age groups are growing so all age groups are receptive to Facebook, they just use it differently. So don't go based on anecdotal evidence, don't go based on your perception, target based on real data - zip code, homeowner, all right?

Have a great day this is Christina with Leads and Leverage hit subscribe, give me a thumbs up, give me a thumbs down if you didn't like it. If you didn't like it, tell me why. Ask me a question that I can answer for you. Like, comment, share, if you're on Facebook, and ask me your questions. I want to help you. Have a great day!