How To Target Homeowners On Facebook Ads 2025?

Reaching the right audience on Facebook ads can help businesses shortly the way to boost their revenue. However, with a huge number of users on this platform, it’s not easy to target the right audience with the right products, especially for the real estate or home improvement industry. But don’t be stressed, in this article, we will walk you through the effective strategies on how to target homeowners on Facebook ads with well-developed advertising campaigns, ensuring your ads reach the right audience and drive meaningful results.

Why Target Homeowners on Facebook Ads?

Homeowners are a significant demographic group with definite requirements and greater purchasing power. They are constantly spending on the upkeep of their homes, remodeling, insurance, furniture, and professional services. In contrast to renters, homeowners take long-term decisions about their properties and thus become more inclined to invest in quality services.

With advanced targeting features, Facebook’s ad platform allows you to get in front of this exact audience without throwing your budget away on useless clicks.

How To Target Homeowners On Facebook Ads?

As one of the seasoned Facebook advertising experts of GDT that have been successfully helping a thousands of International brands, I totally understand how important targeting the right audience are. Therefore I decided to create this guide to help people who work in real estate, home improvement services industry target homeowners effectively on Facebook.

Read Now: Top 11 Proven Tips To Run Facebook Ads Targeting Effectively

Set Up Your Facebook Ads Manager Properly

The first step would be to confirm that your Facebook Ads Manager account is set up correctly. Go to your Ads Manager dashboard and initiate a new campaign. Pick an objective that fits the aims of your business the most. Normally conversions, lead generation, or traffic are the most appropriate for home service businesses. 

The structure of your campaign is essential. Indicate with your names for the groups and ads who will see the ad (homeowners), the product or service, and the goal of the campaign. This arrangement will facilitate the performance review at a later stage. 

Leverage Demographic Targeting for Homeowners

It’s crucial to define your target audience and demographic indicators are one of the best methods to reach out to homeowners. Even though Facebook deleted the precise “homeowner” category from its targeting options, you still can count on proxy indicators that tremendously match with homeownership.

Age

The very first filter you should apply is age targeting. According to Statista, the majority of homeowners would be found in the 35-65 years old group, and the largest percentage in the 35-55 age group.

Depending on the nature of your service, you may want to vary this range. For example, luxury home services may appeal to older individuals, while first-time home improvement products may attract the younger set. It’s no use showing your ads to undergraduate students who can not afford luxury apartments. 

Location

Location targeting is one of the most important factors to consider when reaching homeowners in particular areas, especially when you are providing real estate services. Therefore, location targeting must be accurate.

Implement radius targeting around neighborhoods that have a high percentage of homeowners. Exclude not only apartment complexes but also areas where rental properties are the majority. You could also target by ZIP codes, focusing on suburban regions where the ownership rates of houses usually go above 60-70%. This helps ensure that your ads reach the right individuals.

Read More: Maximize The Power Of Facebook Ads Geofencing In 2024

Income

Next to income, levels are another very strong indicator. Choosing the suitable income segment of audiences is as important as age. Click Detailed Targeting > Demographics > Financial > Income. When setting the appropriate income range, you can target the right individuals who can afford the properties you are selling.

Although this data is not perfect, targeting users in the highest income brackets does increase the probability of getting homeowners. Besides, when household income targeting is available, it is wise to focus on bands that are above the median of your local area.

Use Interest-Based Targeting Effectively

One of the most powerful ways to reach homeowners and potential homeowners via Facebook is still interest targeting. The platform segments users based on behavior, page likes, and engagement that indicates interest.

Interests 

As my experience, Interests in home and garden still give a very strong indication of home ownership. Choosing interest options that match the service you provide will determine whether your ad campaigns are running correctly or not.

You can target people interested in home renovation, interior decoration, gardening, landscaping, DIY projects, and home furnishings to ensure that your ads are shown to potential customers who are interested in homeownership and related topics.. These interests suggest a person is taking up the gig of owning a house with all its responsibilities.

Brand Affiliations 

Brand loyalty might tell something about the person’s home ownership status, too. So, target these groups through the brands they follow like Home Depot, Lowe’s, Benjamin Moore, or local home service providers. The people interacting with the brands are likely to be homeowners, and the work on their properties may already be part of their routine.

Lifestyle Interests

Lifestyle choices also play a big role in the identification of homeowners. Why not consider to target people with interests in outdoor furniture, lawn care equipment, power tools, home security systems, and home insurance? These interests are indeed illustrating the needs and activities of homeowners.

Implement Behavior-Based Targeting

Facebook’s behavior targeting analyzes data provided by third-party sources along with user activities to detect probable homeowners.

• Purchase behavior can give a hint to homeownership. Although it is definitely not as clear as before, still, targeting people who had purchased in the categories of home improvement, furniture, or appliances can help point out the potential home ownership scenario among the people who are actively investing in their properties.
• Life events are a good opportunity for targeting. Users who have just got engaged, married, or had a new baby are most likely to be first-time homebuyers. Those who have just moved in might be new residents setting up their homes.

By clicking through Detailed Targeting > Behaviors > Residential profiles, you can find the option for individuals who are ‘likely to move’ or ‘recently moved’. This helps you reach homeowners who are more likely to buy a house or want to upgrade their facilities.

Create Custom Audiences from Your Existing Data

Facebook offers the ability to create custom audiences and lookalike audiences, which can be highly effective when you know how to target homeowners on Facebook Ads. You can create a custom audience by uploading your own customer database or website visitor data. Facebook will match this data with user profiles, allowing you to target a specific group of homeowners. This is particularly useful if you have an existing customer base or website traffic that consists of homeowners.

Leverage Lookalike Audiences

Once you’ve built custom audiences of homeowners, Facebook’s Lookalike Audience feature becomes incredibly powerful. This application evaluates your top clients and detects Facebook users with matching traits.

Initiate at a lookalike audience with 1-2% resemblance. This is the group of people who are closest to your original audience. On the other hand, as you increase, you can move on to 3-5% lookalikes, yet they will be less accurate.

To achieve the finest outcome, it is advisable to form your lookalike audience from your prime customers, not just any homeowner. Select those who have made the highest purchases, completed the longest projects, or offered the most lifetime value.

Budget Recommendations for Targeting Homeowners

Effective Facebook advertising requires an adequate budget that allows the algorithm to perform its magic and that grants access to the production of meaningful data.

A daily budget of $20-30 for each ad set should be allocated for testing new targeting strategies. This is the least possible amount of money that will give Facebook the data necessary to test and then optimize the ads in a reasonable timeframe. Lower budgets will make the learning process too long and provide inconsistent results.

When you have found the right targeting techniques, do not immediately scale up but rather, do it gradually. Do not increase budgets more than 20-30% every few days so as not to upset the optimization process that the algorithm is going through. You can consider using or renting Facebook Agency Account. This account can advertise extremely persistently, so your ad campaigns targeting specific customers will not be delayed, without the problems that drive you crazy, like using a regular ad account.

Behaviors

By clicking through Detailed Targeting > Behaviors > Residential profiles, you can find the option for individuals who are ‘likely to move’ or ‘recently moved’. This helps you reach homeowners who are more likely to buy a house or want to upgrade their facilities. 

Experience On How To Target Homeowners On Facebook Ads Effectively

As Facebook’s platform continues to change, I hope that a few advanced strategies in this section will be able to give you a competitive edge while targeting homeowners.

• Advantage+ campaigns let Facebook’s automated targeting do all the work with little involvement from the advertiser. While this may not make sense, the platform’s machine learning has reached such a level of sophistication that Advantage+ campaigns usually win over manual targeting, especially after they have been given a chance to learn from your initial conversions.
• Dynamic creative testing permits you to present various headlines, images, and descriptions. Facebook’s algorithm is doing its part to find the right combo of all that and the homeowners in your target audience.
• Retargeting sequences are not just about re-targeting website visitors anymore; they have advanced to creating multi-touch campaigns. Different messages can be shown to people depending on their previous interactions – the person who watched 75% of your video needs a different message than the one who only watched 3 seconds.
• Refresh your ad: A lack of a creative refresh ends up being the cause of Facebook ad fatigue. Repeating the same ad over and over again, even if it is targeted perfectly, makes the ad lose its power. Hence, create a content calendar to continuously do a makeover of your ad visuals and texts.
• Stop Chasing Cheap Clicks: Do not just look for the lowest cost per click because it is the cheapest that you can get; rather, consider the quality of conversion. A bit more costly click that gets converted at a higher rate is great ROI than the cheap clicks that are never converted.
• Mobile Optimization: Many people still think that mobile optimization is a nonissue, but the reality is that it is a fatal mistake as the majority of Facebook users only access the platform through mobile devices. Ad creativeness and landing pages must be the best fit for smartphones and tablets, so make sure of that.
• Don’t Over-narrowing your audience: If you over-narrow your audience by combining too many targeting parameters, you will restrict your reach so much that Facebook’s algorithm will not be able to optimize effectively. Usually, cold traffic campaigns should be aimed at audiences of at least 500,000 people.

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Summary

Targeting homeowners on Facebook Ads can be a game-changer for your marketing strategy. I hope that my guide on how to target homeowners on Facebook ads will be helpful can partly help you to reach potential customers right where they spend their time online. 

 If you have any questions, please contact GDT Agency for timely answers. GDT Agency embodies Global Platforms, Local Support, and Instant Growth by pairing worldwide advertising reach with dedicated regional assistance. Our agency ad account access means you can advertise on Facebook, Google, and TikTok globally, while enjoying responsive, local customer care.

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