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If you’re running Meta ads, you’re retargeting. That’s industry standard in 2025.
But here’s the thing: for most builders, the standard retargeting is way too broad. You’re showing ads to anyone who lands on your website, including agents, past buyers, casual browsers. People who were never going to convert.
And in this market, every dollar you spend needs to pull its weight.
What if you could narrow your focus? What if your ads only showed up for people who actually looked like buyers, while staying compliant?
Now you can with Audience Targeting from Audience Town.
It’s the perfect solution for today’s environment, where smarter spending is the new growth strategy.
The Problem with Traditional Retargeting
Meta makes it easy to follow your website visitors with ads. Drop a pixel, follow every site visitor with ads, hope something sticks. But it doesn’t make it easy to be selective.
Every click, every bounce, every looky-loo gets lumped together. So you end up spending budget on:
- Agents checking comps
- People who already bought
- Visitors who poked around for 30 seconds and left
That’s a lot of noise, and not a lot of return. You’re burning a lot of budget on people who will never buy your homes. Unfortunately, you haven’t had a better option…until now.
Meet the Audience Targeting Add-On
We built Audience Targeting to unlock smarter retargeting. This is ad retargeting, built for builders.
It lets you create smarter, more focused audiences from your site traffic, based on real behavior, geography, lifestyle signals, demographics and more. Then, with just a few clicks, you can sync that audience directly into Meta.
No lists. No uploads. Just better targeting, built into your workflow. Your custom Meta audience updates in real-time, so the moment you attract qualified traffic, they’re already being retargeted. It’s a flywheel for better ad performance.
Here’s why it works:
You’re already driving traffic to your site. You’re already analyzing performance. And you’re probably already running Meta ads.
Audience Targeting helps you connect those dots, by turning that hard-earned traffic into tailored, high-performance audiences from the start.
It’s not just smarter targeting. It’s a way to get more value from everything your marketing team is already doing.
What You Can Do With It
Exclude the noise.
Avoid wasting impressions on agents, past buyers, or irrelevant traffic. You can even choose to exclude recent movers.
Reach real buyers.
Segment by time on site, pages visited, referral source, geography, device type, or lifestyle traits like car ownership.
Launch faster.
Push your saved segments straight into Meta, and feel confident knowing that they’re updating automatically. No spreadsheets, no exports, and no guessing.
Smarter From the Start
Audience Town already gives you a clear view into whether you’re reaching the right buyers. That’s always been powerful, especially when it helps you adjust mid-campaign or pivot your strategy.
But now, with the Audience Targeting Add-On, you don’t have to wait to get smarter. You can act on those insights at the very beginning, before the first ad even runs.
It closes the loop, and helps you spend more strategically from day one.
It’s What Builders Are Already Thinking
At the Plan to Win Forum, only a small number of builders said they’re planning to grow aggressively in 2026. When asked about their 2026 outlook, only 16.7% of attendees said they’re “planning to grow.” The majority - 40.5% - described their mindset as ‘cautiously confident,’ staying selective about opportunities.
That means most builders are staying efficient, and making the most of what they’ve already got.
That’s exactly where smarter retargeting fits in.
This isn’t about spending more. It’s about spending better.
See It in Action
The Audience Targeting Add-On is now available to all Foundation customers. It plugs right into your existing setup and helps you get more from your Meta budget without changing the way you work.
Or book a demo to see how it fits into your 2026 strategy.
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