Facebook keeps taking away targeting options on it’s ad products. Maybe it’s privacy issues – or maybe it’s greed, but whatever it is – we need to find creative ways to target homeowners.
With that being said, there are still plenty of ways to differentiate yourself from your competitors and increase your odds of getting a customer by using Facebook as one of your primary marketing tools.
Hey there! With Facebook’s constant algorithm updates, the direct way of targeting homeowners might have vanished, but there are still methods to reach this audience effectively. Here’s a quick rundown:
Previously Direct, Now Indirect: It was once straightforward; you could simply select ‘homeowners’ from ad set targeting. However, Facebook removed this option a while ago.
Current Method:
- Location & Age: Select specific cities and age ranges that might resonate with homeowners, for example, ages 35-65.
- Interests & Hobbies: Instead of directly selecting homeowners, target those interested in Home & Garden categories such as furniture, home appliances, home improvement, and gardening.
- Shopping Preferences: Think about where homeowners might shop – places like Home Depot or Lowe’s.
- Shows & Magazines: Target fans of shows like Fixer Upper or Property Brothers, or magazines that cater to homeowners.
Other Noteworthy Points:
- There are categories like ‘Recently Moved’ under demographics. However, it’s essential to decide if these are the homeowners you’re targeting.
- Interest in interior design could also indicate homeownership.
- Always consider where they shop, what they watch, and what they read.
While the direct option may be missing, creative targeting can still achieve your advertising objectives.
Target Local Areas
The best way to target homeowners on Facebook in 2022 is by focusing your efforts on a specific area. If you have the resources, try reaching out to all of the neighborhoods around your business. Some roofing companies can’t afford this, so they’ll have to take a different approach and focus their attention differently.
You might get more bang for your buck by targeting specific communities that are close together because people tend to share posts if they’re from the same town or city. It’s pretty nice when you’re able to save money by using coupons and deals found within an hour’s drive from where you live.
How to Target Homeowners on Facebook – Indirectly through these interests
While Facebook has made it harder over the years, Kyle recommends 10 specific interest-based targeting methods to connect with potential homeowners:
- Home Improvement: Those improving and caring for their homes are likely homeowners.
- Married: Demographically, homeowners are often married, over 30, and have children.
- Income in Top 10%: Targeting the wealthiest zip codes increases chances of reaching homeowners.
- Home & Gardening: People invested in these topics likely own homes with gardens and yards.
- Home Security: Those interested in home security systems often own the homes they want to secure.
- Home Insurance: Home insurance interest is a strong indicator of homeownership.
- Golfing: It’s a sport popular among the more affluent, who are likelier to own homes.
- DIY or DIYers: Proactive individuals focused on home improvement projects.
- Home Appliances: While both homeowners and renters need appliances, homeowners are more likely to shop for them.
- Real Estate: Those interested might already be homeowners or looking to buy soon.
Geo-Targeting: Your Best Friend in Local Marketing
Hyperlocal targeting is still one of the most powerful tools in the toolbox. You can:
- Target specific zip codes, radius around your office, or custom map pins
- Combine local targeting with local references in your ad creative:
“Own a home in [City]?” “We’ve helped 100+ homeowners in [Neighborhood Name]…”
Bonus: tight communities share content. Ads with strong local flair often get reshared organically, especially if you include deals, stories, or neighborhood shoutouts.
Bonus Tactics That Still Work in 2026
Create Content Around Local Events
This is an absolute no-brainer for reaching homeowners on Facebook in 2026. The more local your content is, the better. Post about local events and link to them if you can. Try to give people a reason to come back after visiting your business by creating articles that offer tips and advice that they might not be aware of. If possible, try to do a social media event and let people know about it by promoting it online and in person.
- Share about local events, festivals, or parades — then tie your services in.
- “Before the next cold front hits [City]… is your furnace ready?”
- Publish quick guides like “Top 5 Energy-Efficient Home Tips for [City] Homeowners.”
Target Specific Households
Facebook has excellent tools when it comes to targeting specific households. There are plenty of options available for narrowing things down within this platform.
For example, you could try looking for posts or news articles related to significant life events such as weddings, new babies, etc. These are all things that will impact a homeowner’s decision about replacing their roof, so you should take advantage of it.
Put Together Competitions & Sweepstakes
Aside from giving people a reason to return to your Facebook page, competitions and sweepstakes can help you reach homeowners in 2026 by going viral. If you’re able to get a ton of engagement, more people will share your post with others, which means more potential customers for you. This is a straightforward way to increase traffic without spending any money on ads or other promotion methods.
- Partner with local businesses or offer a free service to generate viral engagement.
- Keep the entry local — “Must live within 20 miles of [City] to win.”
Don’t Forget About the Mobile Factor
When it comes to targeting homeowners on Facebook, don’t forget that mobile users are prevalent in social media. If you don’t want to spend money on ads, make sure that your post is mobile-friendly.
It means reducing the amount of graphics and images in favor of more text. There are plenty of different methods you can use when targeting homeowners on social media, but these are probably some of the easiest ways to get things started.
Start a Group about Roofing
Another way to target homeowners on Facebook is by starting a group about roofing. It might sound like it’s too competitive, but if you offer tips and advice to homeowners within your area, they’ll be more willing to listen because they know you’re trustworthy and not just out for their money.
Put together some excellent content and make sure that your Facebook page is linked to the group. That way, users will see when someone comments on a post or leaves a comment for you on your wall.
- Start a group centered around local homeowners, home care tips, or even seasonal prep checklists.
- Position yourself as a helpful expert not just someone selling services.
Wrap Up
Targeting homeowners on Facebook is easier than you might think. Just remember that the more local your content is, the better off you’ll be. People are always looking for ways to save money, and if they can use your coupons or deals to help them do it, they’ll head over to your business as soon as possible. This strategy has worked well up until now, so there’s no reason why you shouldn’t at least give it a shot in 2026.
