Build a Real Estate Audience

Updated: Jun 16, 2026

Beginning with the release of Marketing API v15.0, you will no longer be able to create Special Ad Audiences. See Special Ad Audiences for more information.

Create a real estate audience:

• Step 1: Set up user signals for real estate events
• Step 2: Associate user signals to catalog
• Step 3: Create and share real estate event source groups
• Step 4: Create audiences

Step 1: Set up user signals for real estate events

These are predefined event names you can send from your website or app that allow you to both measure the performance of your campaigns and to capture intent from your audiences. See Facebook Pixel Setup.

Real estate ads require these standard events from your website pixel and mobile app:

Pixel Event	App Event	Requirement Level	Description
Search	fb_mobile_search	◉	Someone searched home listings
ViewContent	fb_mobile_content_view	◉	Someone viewed a specific listing
InitiateCheckout	fb_mobile_initiated_checkout	◉	Someone saved, liked, or showed special interest in a listing
Purchase	fb_mobile_purchase	◉	Someone contacted an agent about a listing

• ◉ Required: Ads will not work without these parameters.
• ◎ Recommended: Not strictly required but enables better recommendations and more targeting options for your ads. Provide as many as possible.
• ◯ Not Required: Not required and may be ignored.

For example, to report a Search event for a listing using FB pixel or App events, place this code on your search-results page:

Select language

JavaScript SDKAndroid SDKObjective-C

---

<!-- Facebook Pixel Code -->  
<script>  
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?  
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;  
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;  
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,  
document,'script','https://connect.facebook.net/en_US/fbevents.js');  
  
// Insert Your Facebook Pixel ID below.  
fbq('init', '<FB_PIXEL_ID>');  
  
fbq('track', 'Search', {  
  content_type: 'home_listing',  
  content_ids: ['1234', '2345', '3456', '4567'], // Top search results  
  city: 'New York City', //Required for Search event  
  region: 'New York', // region is the state for the US. Required for Search event  
  country: 'US', //Required for Search event  
} );  
</script>  
<!-- End Facebook Pixel Code -->

Once you determine which events should fire, you should provide each event's parameters.

Event parameters

The table below lists required and recommended parameters.

Pixel Parameter	Mobile Parameter	Requirement Level
content_ids	fb_content_id	◉
content_type	fb_content_type	◯
lease_start_date		◎
lease_end_date		◎
preferred_baths_range		◎
preferred_beds_range		◎
preferred_price_range		◎
currency	fb_currency	◎
property_type		◎
listing_type		◎
availability		◎
city	fb_city	◎
neighborhood		◎
region	fb_region	◎
country	fb_country	◎

Parameter details

Parameter Name	Data Type	Description
availability	string	Value must be available_soon, for_rent, for_sale, off_market, recently_sold or sale_pending.
city	string	Provide the user's city of interest, such as 'Menlo Park'
content_ids	string or string[]	Any IDs in your listing catalog. For example, for ViewContent event, send the ID of the item viewed, or for Search send an array of IDs for top results: ['1234', '2345', '3456', '4567']
content_type	string or string[]	For example: * 'home_listing' * ['home_listing', 'product'] * ['home_listing', 'hotel']
country	string	Target country of interest, such as 'United States'
currency	string	Specify the currency using ISO 4217 currency format: 'USD'
lease_start_date	string	Allows us to recommend properties based on their date availability (using available_dates_price_config in the catalog), and improve the user landing experience (using template tags). Specified using ISO 8601 date format: 'YYYY-MM-DD' (for example, 2018-01-01).
lease_end_date	string	Specified using ISO 8601 date format: 'YYYY-MM-DD' (for example, '2018-02-01').
listing_type	string	Value must be for_rent_by_agent, for_rent_by_owner, for_sale_by_agent, for_sale_by_owner, foreclosed, new_construction or new_listing.
neighborhood	string	Neighborhood of interest: 'Menlo Oaks'
preferred_baths_range	[int(min), int(max)]	Number of bathrooms chosen as range: [1, 2]
preferred_beds_range	[int(min), int(max)]	Number of bedrooms chosen as range: [1, 2]
preferred_price_range	[float(min), float(max)]	Price range: [1000.99, 2000.99]
property_type	string	Must be apartment, condo, house, land, manufactured, other or townhouse.
region	string	State, district, or region of interest: 'California'

Step 2: Associate signals to listing catalog

Associate your event sources with each of your listing catalogs. See Business Manager's Catalog Page⁠ To select the pixel and app via API which send events, make an HTTP POST:

Select language

cURL

---

curl \  
  -F '0=<PIXEL_ID>' \  
  -F '1=<APP_ID>' \  
  -F 'access_token=<ACCESS_TOKEN>' \  
https://graph.facebook.com/<API_VERSION>/<PRODUCT_CATALOG_ID>/external_event_sources

Specify these parameters:

Field Name	Data Type	Description
external_event_sources (required)	int[]	List of Pixel and App IDs to associate with the catalog.

Step 3: Create and share real estate event source groups

To build an audience, an admin for your business must create an event source group. This groups all of your sources that send listing interest signals. Make an HTTP POST:

Select language

cURL

---

curl \  
  -F 'name=My Real Estate Company Events' \  
  -F 'event_sources=['<PIXEL_ID>','<APP_ID>']' \  
  -F 'access_token=<ACCESS_TOKEN>' \  
https://graph.facebook.com/<API_VERSION>/<BUSINESS_ID>/event_source_groups

Then share this event source group to any ad accounts that will run ads to audiences generated by these event sources. Make an HTTP POST:

Select language

cURL

---

curl \  
  -F 'accounts=['<ACCOUNT_ID_WITHOUT_ACT>']' \  
  -F 'access_token=<ACCESS_TOKEN>' \  
https://graph.facebook.com/<API_VERSION>/<EVENT_SOURCE_GROUP_ID>/shared_accounts

Step 4: Create Audiences

At this point you have signals from pixels or app events set up and associated with an event source group and your real estate catalog. To target people interested in your listings, create a dynamic audience of people. Include or exclude people from the audience based on the intent signals. You can also apply additional rule-based filters to customize your audience as you do with Website Custom Audiences. See Custom Audiences.

To set up a new audience, make an HTTP POST to /act_<AD_ACCOUNT_ID>/customaudiences.

Required parameters

Field Name	Data Type	Description
name	string	Audience name.
subtype	enum {CLAIM}	Type of custom audience. Must be set to CLAIM.
claim_objective	enum {HOME_LISTING}	Objective of audience. Must be set to HOME_LISTING.
event_source_group	id	Event source group to build audience.
inclusions	object[]	Array of JSON objects. Lists each intent signal that makes someone eligible for this audience.
inclusions: event (required)	enum { Search, ViewContent, InitiateCheckout, Purchase }	Event name of a signal. Used for inclusion in audience: {'event': 'Search', …}.
inclusions: retention (required)	object	Minimum and maximum amount of time since Meta received the event. Determines whether to consider the event for inclusion. Example: {…, 'retention': {'min_seconds': 0, 'max_seconds': 259200}, …}. Retention must be at least 4 hours.
inclusions: count	JSON operators	Number of times event fired. You can use both equality and numeric comparison operators such as {…'count': {'lte': 3}, …}.

Optional parameters

Field Name	Data Type	Description
content_type	enum {HOME_LISTING}	Type of signals used to build this audience.
description	string	Description of audience.
exclusions	object[]	Array of JSON objects listing each intent signal that excludes someone from this audience.
exclusions: event (required)	enum { Search, ViewContent, InitiateCheckout, Purchase }	Event name of a signal used for exclusion: {'event': 'Search', …}.
exclusions: retention (required)	object	Minimum and maximum amount of time since Meta received the event. Determines whether to consider the event for exclusion, for example, {…, 'retention': {'min_seconds': 0, 'max_seconds': 259200}, …}. Retention must be at least 4 hours.
rule	object	Audience Rule from Website Custom Audiences. Filter event stream by these rules before any inclusions and exclusions processed. See a list of specific fields available. You can use these with any of standard JSON Operators for Audience Rules.
rule: home_listing_set_id (required)	object	Listing set ID: {'eq': '1234'}​}

For example, to create an audience that targets people who viewed or purchased in the last 14 days:

Select language

cURL

---

curl \  
  -F 'name=Viewed or Purchased Last 14 days' \  
  -F 'subtype=CLAIM' \  
  -F 'claim_objective=HOME_LISTING' \  
  -F 'content_type=HOME_LISTING' \  
  -F 'event_source_group=<EVENT_SOURCE_GROUP_ID>' \  
  -F 'rule={"home_listing_set_id":{"eq":"<HOME_LISTING_SET_ID>"}​}' \  
  -F 'inclusions=[  
    {  
      "event": "ViewContent",  
      "count": {"gt":0},  
      "retention": {"min_seconds":0,"max_seconds":1209600}  
    },  
    {  
      "event": "Purchase",  
      "count": {"gt":0},  
      "retention": {"min_seconds":0,"max_seconds":1209600}  
    }  
  ]' \  
  -F 'access_token=<ACCESS_TOKEN>' \  
https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customaudiences