04/07/2025
Facebook Custom Lists are super-efficient, and our clients are getting good results with them, but there are cases where they are destined to fail miserably.
For an explanation of the Achilles’ Heel of this kind of audience targeting, here’s what Chris Richter, Data Scientist and founder of Audantic Real Estate Data & Analytics, says:
“Listen, this critical piece is the most important today, it will be the most important tomorrow, and the most important until the end of time.
It’s your list, or more specifically, it’s your targeting.
You might like Sriracha. I do.
You know what’s weird? My 3-year-old won’t eat it. At all.
You couldn’t sell it to her at half off, give it to her for free, or even pay her to eat it. This is completely regardless of the fact that it is outright otherworldly.
So here it is, an old marketing axiom:
70% of your success comes from your list, 20% from your offer and only 10% from copy.
If your targeting sucks, everything else will fail. Period.
Never forget the old rule: You can’t sell lingerie to lumberjacks.”
-Chris Richter, Audantic.com
Many of the successful real estate investors we work with also use Chris Richter’s data for their direct mail campaigns, so it’s safe to say that he’s a guy you want to listen to.
Chris’ point here is simple but powerful…
Start with the wrong list or database, and you will fail using Facebook Custom Lists.
(And if you want the right list, get in touch with Chris, and tell him we sent you.)