How to Identify Your Ideal Audience on Social Media

Finding the right people on social media is the key to winning more listings and selling more homes. When you speak to the right audience, your content feels helpful, your ads cost less, and your appointments increase.

This guide will show you how to identify your ideal audience in a clear, simple way. You will learn how to use your own data, how to build audience profiles, and how to match content to the people who are most likely to list or buy with you.

What an Ideal Audience Really Means

Your ideal audience is the group of people who are most likely to need your help soon and most likely to choose you. They live in your service area, they care about property, and they have a clear reason to act.

Think about three things.

• Who they are

• Where they spend time online

• What problems you can solve for them

When you know these answers, you can post content that sounds like it was made for them.

Step 1: Define Your Patch and Property Focus

Start with your patch. Be very clear about the streets, suburbs, or towns you serve. Then write the property types you focus on.

• Your service suburbs and nearby neighbourhoods

• The price bands you usually sell in

• Common property types such as units, townhouses, family homes, acreage

• Any special focus such as downsizers, investors, or first home buyers

This focus will make targeting and content much simpler.

Step 2: Learn From Your Past Clients

Your own history is a goldmine. Look at who has listed with you and who has bought through you in the last twelve to twenty four months.

Answer these questions.

• What life stage were they in such as first home, young family, upsizing, downsizing, investor

• What were their common concerns such as time to sell, sale price, school zones, maintenance

• Where did they first discover you such as Facebook, Instagram, LinkedIn, signboard, referral

• Which posts or ads attracted their clicks and messages

This will show patterns. Those patterns point to your ideal audience.

Step 3: Build Three to Five Simple Audience Profiles

Create friendly profiles so you can picture the people you serve. Give each one a name and write short notes. Keep it simple and human.

Example profiles.

• First Home Fiona

  • Age range twenty three to thirty two

  • Rents nearby and watches local property prices

  • Spends time on Instagram and TikTok

  • Wants clear steps, finance tips, and low stress open homes

• Growing Family Grant and Mia

  • Two kids and a dog

  • Needs space, yard, and school catchments

  • Uses Facebook and Google to research

  • Wants sale timelines, upgrade plans, and budget guidance

• Downsizer Denise

  • Long term homeowner

  • Wants low maintenance and strong sale price

  • Uses Facebook and reads community pages

  • Wants help with styling, trades, and moving plan

• Investor Isaac

  • Looks at yield, vacancy, and long term growth

  • Uses LinkedIn and property news

  • Wants suburb reports and rental demand updates

These profiles guide your daily choices. Every post, story, or ad should be written to one of these people.

Step 4: Find Where Your Profiles Hang Out

Each platform has different strengths. Choose platforms based on your profiles.

• Facebook

  • Great for community pages, local groups, and life events

  • Ideal for families, downsizers, and local homeowners

• Instagram

  • Visual and fast

  • Ideal for first home seekers and style lovers

  • Use Reels, Stories, and carousels

• LinkedIn

  • Professional audience and investors

  • Ideal for market commentary and longer insights

• YouTube

  • Best for longer tours and suburb guides

  • Great for buyers who want deeper research

Use the platforms your profiles already use. Do not try to be everywhere at once.

Step 5: Gather Audience Clues From Places You Already Use

You can discover your audience using tools and moments you already have.

• Open homes

  • Ask visitors what stage they are in and what matters most

  • Record common questions in a simple sheet

• Email list

  • Tag people by suburb, price range, and interest

  • Watch which links they click

• Community groups

  • Read the questions people ask about schools, transport, approvals, and local events

  • Note the topics that get the most comments

• Messages and calls

  • Save frequent questions and turn them into posts and short videos

These clues show what your audience cares about right now.

Step 6: Match Problems to Content Pillars

Turn audience problems into helpful content. Build four to six pillars and rotate them each week.

Pillar ideas.

• Selling education

  • Pricing, campaigns, photography, staging, timelines

• Buying education

  • Finance basics, inspections, auctions, contract steps

• Local living

  • Suburb spotlights, school guides, parks, cafes, transport

• Market updates

  • Monthly stats, recent sales, days on market, buyer demand

• Success stories

  • Case studies that show problems solved and outcomes

• Behind the scenes

  • What you do to prepare, negotiate, and protect clients

Each post should speak to one profile and one pillar.

Step 7: Use Simple Targeting to Reach the Right People

When you boost a post or run an ad, keep targeting simple and local.

• Location

  • Target your service suburbs and a small radius around them

• Life stage signals

  • Use interests such as property browsing, home loans, renovations, downsizing, or moving

  • Choose age ranges that match your profiles

• Custom audiences

  • Upload your past contacts with permission

  • Create website audiences from your own site visitors

  • Use lookalike audiences to find people similar to your best clients

Keep the audience size reasonable. It should be large enough to learn but small enough to stay local and relevant.

Step 8: Write Messages That Feel Personal

People stop scrolling when a post speaks to their exact worry. Use simple words and show you understand.

Tips for writing.

• Start with the problem they feel

• Promise a clear and small win

• Show proof with a recent example

• Invite a low pressure next step such as a guide or chat

Example openings.

• Selling soon but not sure when to start

• Need a bigger yard without leaving your favourite school zone

• Want a steady rental with low vacancy risk

This style feels like a friendly neighbour who knows the area.

Step 9: Measure Signals That Prove Fit

Track simple signals that tell you the audience is right.

• Saves and shares

  • People save guides they find useful

• Comments and replies

  • Questions show strong interest

• Clicks and form fills

  • People take action when the offer fits

• Cost per result

  • Lower cost often means better audience match

Review each week. Keep what works and pause what does not.

Step 10: A One Week Action Plan

Follow these steps this week to lock in your ideal audience.

• Day 1

  • Write your patch and property focus

  • List three to five audience profiles

• Day 2

  • Review the last twenty clients and note patterns

  • Write the top five questions you hear

• Day 3

  • Choose two platforms that match your profiles

  • Plan four posts using your pillars

• Day 4

  • Record one short video answering a common question

  • Create one carousel with three simple tips

• Day 5

  • Post your video and carousel

  • Boost one post in your service suburbs for seven days

• Day 6

  • Start a poll or Q and A in a local group

  • Collect new questions

• Day 7

  • Review results and note saves, comments, and clicks

  • Adjust your profiles and pillars based on what you learn

Repeat next week with small improvements.

Respect Privacy and Build Trust

Always respect people’s privacy. Use data that people freely share with you. Ask for permission when you add someone to a list. Be clear about what people will receive.

Trust grows when you protect private information, answer questions quickly, and keep promises. A trusted voice attracts the right audience.

Simple Prompts You Can Use to Refine Your Audience

Copy and paste these into your favourite AI tool. Fill in the blanks with your details.

• Persona prompt

  • Create three audience profiles for my service suburbs of [suburbs]. Include life stage, goals, worries, main platforms, and topics they care about.

• Content pillars prompt

  • Based on these profiles [paste], list six weekly content pillars with three post ideas per pillar that solve their problems.

• Messaging prompt

  • Write five post hooks that speak to [profile name] about [topic]. Keep to one sentence each.

• Offer prompt

  • Suggest three simple lead magnets for [profile name] who is thinking about [buying or selling]. Include a title and three dot points for each.

• Refinement prompt

  • Here are my last five posts with results [paste]. Suggest changes to audience, hooks, and calls to action to improve fit.

These prompts help you learn faster and stay focused on the right people.

Checklist: Are You Aiming At The Right Audience

Use this quick checklist each month.

• I can name my service suburbs and property focus

• I have three to five audience profiles with clear notes

• My content pillars match the problems my profiles have

• I post on platforms where my profiles already spend time

• My messages start with a clear problem and a small win

• I run simple local targeting for boosts and ads

• I track saves, shares, comments, clicks, and cost

• I update profiles and pillars based on results

If you can tick most of these, you are speaking to the right people.

Bringing It All Together

When you know your ideal audience, everything becomes easier. Your posts feel helpful. Your ads reach the right eyes. Your calendar fills with warm conversations. Start simple. Choose your patch. Build a few friendly profiles. Speak to their biggest worries. Measure what works. Improve a little each week.

Do this and your social media will move from noise to results. You will attract people who are ready to act and who already feel they know and trust you.

Author Ken Hobson
ken@agentslibrary.com.au