Audiences
An audience is who your ad is shown to. Entrestate starts from who actually buys, not from broad interests — and it never hands anyone a raw phone number or email to get there.
Start from a named audience
The audience library speaks your language, not an ad platform’s: “Local Emirati investor — cash”, “Arabic end-user buyers in the UAE”, “Golden Visa buyer — UAE”, “English-speaking resident — mortgage”, “Russian-speaking resident — cash”.
Each card shows what a lead from that audience is expected to cost — typically AED 100 to 220 — so you know what a fair price looks like before you spend anything.
Rate your leads
Every lead can be rated 0 to 10: 0 means worthless — stop buying leads like this; 10 means exactly what we want. Every rating teaches the machine what to buy and what to stop buying.
A good rating is one of six ways into the seed your best audiences are built from — the others are closing, qualifying, engaging, and reading a page properly. Closed deals count most of all: a buyer who closed at AED 4M weighs more in the seed than someone who merely answered the phone, and counts whether or not anybody rated them.
The form is a data workout
The lead form on your page looks like a form. It is not — it is a data workout that builds audiences. Every lead it captures, and every rating your team gives that lead, trains what the next campaign buys and what it stops buying.
Six things put a lead in the seed: they closed, they qualified, they engaged, an agent rated them perfect, an agent rated them well, or they read a page properly — and each counts by how much it is worth. A buyer nobody got round to rating still counts, which an earlier version of this loop got wrong. Lookalikes are built on top of that seed. Before any contact reaches Meta it is SHA-256-hashed — raw phone numbers and emails never leave the platform.
Build a lookalike
A lookalike asks Meta to find new people who resemble your best leads. Build it on your top 3% for the closest match. It needs at least 100 matched people to stand on — with fewer, the screen tells you the shortfall instead of building something that would quietly underperform.
A new lookalike takes Meta a few hours to fill. That is normal, and the screen says so — it is not a fault.
Exclude who you already have
Two lists keep your budget off people it cannot help. The first holds everyone already in your CRM, so you never pay again to acquire a person you are already talking to. The second holds the leads your own team rated junk — and that one is applied to every launch automatically, not as an option.
Attach it to a campaign
In the campaign wizard’s Targeting step, pick the audience by name. A saved audience keeps its own exclusions when you attach it. Broad delivery is allowed too — the system will tell you that is what is happening, but it never refuses a strategy.
Every kind of audience
There are ten. You pick one when you launch. They are listed in the order a company meets them — the ones you can run on your first day first, and the ones your own sales have to earn last.
- The standard one
- People already showing interest in property around your area and your price. The widest group, the cheapest to set up, and where a campaign starts before you have sales of your own to learn from.
- The standard one, tightened
- The same group with up to 5 filters on top — area, budget, language, how far along they are, what they already own. Fewer people, closer to a real buyer. Costs more per person and less per deal.
- A buyer you describe in your own words
- You say who you are looking for the way you would say it to a colleague — a Lebanese family renting in Dubai, two kids, moving up from an apartment, taking a mortgage, looking now. The system turns that into the settings. You never see the settings.
- A type of person
- 21 ready-made ones — doctors, engineers, pilots and cabin crew, business owners, people chasing a Golden Visa, people who visit the UAE often. None of these is a box you can tick on Meta; each is several signals put together, and you can combine up to 3. If one of them would not actually reach anybody, it tells you — rather than running an ad to no one.
- Your own contact list
- Your contacts matched against the ad platform, so people who already know you are reached as one group. Numbers and emails are scrambled first — the platform only ever checks whether it knows the same person.
- People who came back
- Three groups, filling themselves as people visit: anyone who looked at your pages in the last month, anyone who touched your Facebook page or its ads in the last year, and anyone who opened your form and stopped before sending it. That last group is the warmest money can buy.
- The people who were good for you
- Not everyone who ever filled a form — 6 things put somebody here: they bought, they got as far as viewing or negotiating, they replied, an agent scored them 10, an agent scored them well, or they properly read a page. A closed buyer counts for more than someone who just answered the phone. And somebody who bought counts even if nobody ever got round to scoring them.
- The people who were not
- The ones your team marked junk, the ones who blocked you, the numbers that never worked. No ad platform lets you ask for fewer people like these, so instead they are taken out of every campaign before it starts. Knowing who not to pay for saves money the same day.
- More people like your buyers
- Built from the group above: you ask the platform for people who resemble your real buyers. It widens in 5 steps, from the closest match outwards, and only moves out a step when the current one is genuinely used up — the same people are seeing the ad, no new ones are arriving, and it was working. One that stops working is one to switch off, not widen.
- The ones that actually sold
- Every campaign remembers which audience it used, and your CRM knows which of those leads bought. After a few campaigns you pick the next audience on what sold — not on the name somebody gave it.
Which ones you pay for
Five of them cost money
The first five in the list are set up and attached to a campaign. Each has its own price, because each is a different amount of work. You are charged once, when the campaign launches — not every month, and not for the campaign itself.
Five of them are free
The other five are built out of work your team already did — your leads, your scores, your sales, and the people who visited your pages. Nobody had to set them up, so there is nothing to charge for. They are also the ones that work best.
Paying twice for the same person
Say you are running four ads at once — one at Golden Visa buyers, one at doctors, one at people who visited your website, and one at people who resemble your past buyers. Ahmed is in all four. Your own four ads now bid against each other to be the one he sees, and you pay the higher price they created between them. You reach one man, four times, and pay extra for it.
So the four are put in an order, and each one is told to skip anybody the ads above it already cover. Ahmed is left in the first one only — the other three never show him anything. You reach him once, at the normal price, and the money that was going on the other three now goes on people you were not reaching at all.
Two things decide the order. First: how sure we are these are really the people you meant — which comes from what they did with you, not from a label somebody sold you. Second: whether they can actually be reached this week at a sensible price. Both have to be true. An audience you are certain about but cannot reach is no use, and a cheap crowd you know nothing about is no use either.
- If nobody knows what a lead currently costs you, it will not guess a figure and split your budget against it.
- If the ad platform will not say how many people an audience has, that audience waits instead of being estimated.
- If your budget cannot carry another audience properly, the extra ones wait — listed by name, with the reason — instead of all of them running on too little to work.
How it gets better
Nobody has to remember to do this, and there is no extra step. It is three things, and your team is already doing the first one.
- Your team works the leadsAgents call people, score the ones they speak to, and close deals. That is just the day — nobody has to do anything extra for this to work.
- The good ones and the bad ones both get usedPeople who bought, or got close to it, become the group your next audience is built from. People who wasted your time get taken out of it.
- The next campaign starts closerYou are asking for more people like your actual buyers instead of like a category — and the system already knows which audiences sold for you last time.
Common questions
Why can't I build a lookalike yet?
Are broad audiences bad?
Do my ratings leave the system?
Four steps from choosing a listing to approving the plan. It starts paused.
Templates, daily ceilings, only-if gates — with no rule, it spends nothing on its own.
Four sources, one inbox, one duplicate check, and an owner for every lead.