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How Real Estate Agents Are Using Meta Custom Audiences to Run Smarter, More Profitable Ads

  • Writer: Jerad Larkin
    Jerad Larkin
  • Aug 16
  • 2 min read

If you’ve ever run an ad on Facebook or Instagram and felt like it didn’t do much - you’re not alone. Many real estate agents pour money into Meta ads without truly understanding who they’re targeting or why their leads aren’t converting. The truth? Boosting random posts or using Meta’s “suggested audience” rarely leads to results.


The real magic happens when you start using Meta Custom Audiences - a powerful (and underused) feature in Meta Business Suite that allows you to retarget people who already know you or have interacted with your brand. This is the loophole every Realtor needs to know in 2025.

 What Are Meta Custom Audiences?

Meta Custom Audiences are audiences you build from real data - people who have:

  • Visited your website

  • Engaged with your content on Instagram or Facebook

  • Opened but didn’t complete a lead form

  • Watched part of your video content

  • Shared their phone number or email with you

Instead of relying on broad targeting, you’re now speaking directly to people who already know, like, or trust you.


Why it matters for real estate: These people are already “warm” leads - meaning they’re way more likely to respond, click, and convert.


5 Meta Custom Audiences Every Realtor Should Be Using

Here’s a breakdown of five high-impact audiences you can create today:

  1. Phone Number & Email List Upload

    • Got a list of leads from an open house, CRM, or past clients? Upload it and retarget those folks with helpful content, listing updates, or a market guide.

  2. Website Visitors

    • If you’ve got a website or landing page, install the Meta Pixel. You can then run ads only to people who’ve already been there, increasing your ROI.

  3. Video Viewers (3+ seconds)

    • Anyone who’s watched even 3 seconds of your videos can be added to a custom audience. That’s a goldmine for building brand awareness and nurturing.

  4. Leads Who Opened a Form but Didn’t Convert

    • Meta tracks this for you. You can run a follow-up ad to people who clicked your ad and almost became a lead - just didn’t finish.

  5. Instagram + Facebook Page Engagement

    • Anyone who’s liked, commented, DM’d, or saved your posts? Yep, they’re eligible for a retargeting campaign.


Why This Strategy Works So Well for Real Estate Agents

Let’s be honest: housing ads have rules. Meta requires that you use Special Ad Categories, which limits detailed targeting options.


But custom audiences bypass that limitation - because you're not targeting based on income, age, or ZIP code. You're retargeting people based on behavior.

This means:

  • Better lead quality

  • Lower cost per click

  • Higher conversion rates

  • Less wasted ad spend

And once you master this workflow, your marketing becomes predictable, scalable, and way less stressful.

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Stop Guessing. Start Retargeting.

If you’re still throwing $50 at boosted posts and hoping for the best, it’s time to upgrade your strategy.

Want help building these custom audiences and launching your own retargeting funnel?


Send me a message and I’ll walk you through it one-on-one. Or grab a seat in my next class where I break it all down, step-by step:https://bit.ly/denverclasses


You don’t need to be a tech expert. You just need the right guidance - and I’ve got you covered.


Questions? Contact:

Jerad Larkin

📞 303.630.9430


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