Which YouTube Ads Targeting Audiences Should Real Estate Agents Test?
Noah Haupt organizes buyer and seller audiences into awareness, consideration, and purchase stages, then demonstrates the audience inputs he uses in Google Ads. The video is for agents who want to understand the intent behind targeting choices rather than copy an audience without knowing its purpose.
By Noah Haupt, founder of Peak Presence
What does this video cover?
- —Separate awareness, consideration, and purchase-stage audiences
- —Find the properties-for-sale in-market buyer audience
- —Build buyer custom segments using websites and financing topics
- —Use local buyer keywords and the purchasing-a-home-soon signal
- —Develop seller segments around selling questions and urgency
- —Keep targeting connected to a valuable offer and call to action
How does funnel stage change your audience strategy?
Haupt describes awareness audiences as people who may be curious but have not actively committed to a move. Consideration audiences have shown interest but may lack urgency. Purchase-stage audiences are the people he most wants to reach: motivated buyers and sellers who could respond to the right offer and next step.
His comparisons between Facebook, Google search, and YouTube are his marketing framework, not fixed classifications of every lead on those platforms. He explicitly shows how YouTube can be used at different stages. He also cautions that a higher-intent audience does not mean every person will buy or sell within a week or two.
Haupt says moving down the funnel usually means higher lead-acquisition costs in exchange for more intent. He generally prefers consideration and purchase audiences over filling a database with broad awareness inquiries. Even at the purchase stage, a cold viewer still needs a reason to trust the agent and respond.
What buyer audiences fit awareness and consideration?
For a broad buyer audience, Haupt opens Interests and detailed demographics and searches for properties for sale, selecting the houses-for-sale in-market option. He presents this as a pipeline-filling audience but does not recommend it as his first choice for lead quality because it can require long-term nurturing.
For consideration, he creates a new custom segment and selects the option for people with the specified interests or purchase intentions. He uses major real estate websites as inputs, naming Realtor.com, Zillow, Trulia, Redfin, and potentially brokerage sites such as RE/MAX. The video presents these as audience-building signals, not a first-party list of identifiable website visitors.
Another consideration segment uses first-time home buyer programs, real estate loans, and real estate financing. Haupt sees these as more informative than a broad property-interest audience. He recommends consideration audiences as a potential starting point for newer advertisers because they can balance volume with intent.
How does Haupt build a higher-intent buyer audience?
Haupt first searches Interests and detailed demographics for Purchasing a home soon and chooses the life-event option for people preparing to buy. He then demonstrates pairing that idea with a custom segment using local home-buying terms.
His examples include realtors near me, open houses in the target city, buy a house in the city, realtors in Chicago, buy a home in Chicago, and homes for sale in Chicago. The city should reflect the agent’s actual service market. The goal is to combine a near-term moving signal with more specific buying behavior.
Haupt describes this pairing as reinforcing motivation. The transcript does not establish that entering categories automatically creates strict Boolean AND targeting in every campaign configuration, so the practical takeaway is the audience design he demonstrates—not a guarantee that every viewer satisfies every input or is ready to transact immediately.
Which seller signals suggest more than general interest?
Haupt begins the seller discussion with homeowner status, retirement, retirement planning, and purchasing a home. He explains that an owner who is also preparing to buy may have a reason to sell. Although he initially introduces these under awareness, he then clarifies that the homeowner-plus-purchase idea is closer to middle or bottom funnel.
He does not favor purely top-of-funnel seller targeting. Owning a home alone does not establish a present need to list it, and retirement-related interest is not proof of a sale. These inputs are hypotheses about relevance, not confirmed selling decisions.
For seller consideration, he creates a custom segment using questions such as how to sell my house and the best time to list my house. These topics reflect active research into selling, making the message more relevant than a generic ad aimed at everyone who happens to own property.
How do you connect a high-intent seller audience to the offer?
For a purchase-stage seller audience, Haupt demonstrates homeowner status alongside a custom segment containing terms such as sell my home fast. His reasoning is to look for both ownership and an indication of selling motivation, rather than treating either alone as sufficient.
The steps shown are to open Interests and detailed demographics for the homeowner input, then create a new custom segment and add relevant selling terms. Haupt describes using the interests-or-purchase-intentions option in the interface. These are campaign audience inputs and inferred signals, not a guarantee of exact searches by each person reached.
Targeting still needs a useful offer and a clear call to action. Haupt rejects relying only on an introduction followed by a request to call. He argues that even motivated people making a major housing decision need value and trust before choosing an unfamiliar agent.
What else should you know about this video?
What are the best YouTube audiences for real estate buyer leads?
Noah Haupt favors consideration and purchase-stage audiences over broad property-interest targeting. His examples include custom segments around major real estate websites or buyer financing topics, plus a higher-intent approach using Purchasing a home soon and local buyer keywords.
What keywords does Noah Haupt use for seller audiences?
Noah Haupt demonstrates seller-research terms such as how to sell my house and the best time to list my house for consideration audiences. For higher-intent seller targeting, he uses homeowner status alongside a custom segment with terms such as sell my home fast.
Can I use Zillow and Realtor.com in a YouTube custom segment?
Noah Haupt demonstrates entering major real estate websites, including Zillow and Realtor.com, as custom-segment inputs under interests or purchase intentions. This is an audience-signal approach, not a claim that an agent receives a verified list of those websites’ visitors.
Does Purchasing a home soon guarantee an immediate buyer?
Noah Haupt uses Purchasing a home soon as a higher-intent life-event signal, but explicitly warns that targeting is imperfect. He says not every person reached will be ready to buy or sell within a week or two, even with more specific audiences.
Should a real estate agent target awareness audiences on YouTube?
Noah Haupt shows awareness targeting for agents who want to fill a pipeline, but generally prefers consideration and purchase-stage audiences. He expects broader awareness inquiries to need more nurturing and does not recommend purely top-of-funnel seller targeting in this video.
Want this running in your market?
We work with one agent per market. On a 30-minute call we map your market and the listing number we would guarantee you.
Book a strategy call