Facebook ads have become the centerpiece of digital and real estate marketing advancement. With over 2.8 billion monthly active users, Facebook offers a limitless audience for realtors looking to market their listings effectively.

But is Facebook advertising for realtors still relevant in today's online and digital marketing war? Does it still hold the key to success? Let's find out! By the end of this guide, you'll understand the contribution of Facebook ads on lead generation and its best practices to achieve the best results.


In an industry where visibility and reach are influential, Facebook ads provide an affordable method of reaching a broad audience. According to a report, real estate Facebook ads can generate 44 leads per ad, with just $2.44 per lead. This ability to generate leads at a low cost makes Facebook Ads an invaluable tool for real estate professionals.

Despite the apparent benefits, realtors face several challenges that necessitate the use of Facebook Ads because of their time-consuming marketing efforts. Real estate is highly competitive, and standing out from the crowd can be discouraging. The transition to online platforms has made traditional marketing methods less effective. To stay relevant, realtors must adapt to digital advertising platforms like Facebook.

Let's Begin with Understanding Facebook Real Estate Ads

As part of Meta's Advantage+ catalog ad, real estate Facebook ads are targeted advertisements specifically designed for realtors, brokers, and real estate teams. They offer tools for running eye-catching listings, hosting virtual viewings, and interacting with potential buyers and sellers. Real estate professionals can customize these ads to highlight specific features of a property and address pain points for buyers.

What's in it When You Use Facebook Ads for Real Estate Promotion?

  • They allow for highly targeted advertising. You can reach people based on location, age, interests, and behaviors. It helps ensure that your ads are seen by the right audience.
  • Facebook Ads have a broad reach. With billions of users worldwide, your potential audience is massive.
  • Facebook Ads for Realtors provide rich analytics that helps you understand your audience better and refine your marketing strategies.

Are you targeting first-time homebuyers or investors looking for rental properties? Understanding your target audience is critical in any marketing effort, but it's especially significant with Facebook advertising for real estate agents. The platform's demographic insights can align your ads to specific groups. With Facebook ads, you can customize your approach to reach these different demographics.

How to Set Up Your Facebook Real Estate Ads Campaign

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This guide will equip you to showcase your property listings to potential buyers and sellers. Remember to monitor your campaign's performance regularly and adjust as needed for maximum success. Follow this process of setting up a successful Facebook real estate ad campaign, from creating a Business Manager account to mastering budget allocation and bidding strategies.

Create a Business Manager Account

You'll need a Business Manager account to kickstart your real estate Facebook ads journey. This centralized hub manages all your ad accounts, pages, and team members in one place. Setting it up is easy:

  • Head over to business.facebook.com and click "Create Account."
  • Provide your business name, email, and other necessary details.
  • Add your Facebook page and Instagram account to the Business Manager for seamless integration.

Link Your Facebook Page and Instagram Account

With your Business Manager in place, link your Facebook page and Instagram account to unlock more advertising potential. Integrating them create ads that simultaneously appear on both platforms, expanding your reach and engagement.

  • In Business Manager, navigate to "Business Settings" and select "Instagram Accounts" from the left-hand menu.
  • Click "Add" and follow the prompts to connect your Instagram account.
  • Next, head to your Facebook page settings and click "Instagram" in the left-hand column.
  • Follow the steps to connect your Instagram account to your Facebook Business page.

Choose the Right Ad Objective for Your Real Estate Campaign

Selecting the right ad objective is crucial to the success of your Facebook real estate ad campaign. Are you looking to drive traffic to your website for lead generation? Do you want to boost engagement to build brand awareness? Are you focused on increasing conversions to attract potential buyers?

Once you have your goal in mind, follow these steps:

  • Create a new ad in Ads Manager and select your marketing objective.
  • Customize your audience targeting based on location, demographics, interests, and behaviors.
  • Choose ad placements (e.g., Facebook News Feed, Instagram Stories) that align with your audience's preferences.
Free photo social media team discussing plan at workplace
Free photo social media team discussing plan at workplace

Budget Allocation and Bidding Strategies

Now that you set your objective, it's time to allocate ad spend or budget wisely like other carousel ads. You can choose between a daily or lifetime budget and the amount to spend on the ad campaigns.

  • A daily budget is recommended to control spending while testing ad performance for beginners.
  • Set bid strategies based on your objectives - bid for impressions, clicks, or conversions, depending on your campaign's goals.

Pro Tip: Facebook's automatic bidding option optimizes your bids to get the best results at the lowest cost.

Just setting up your ad campaign seems too overwhelming. But did you know there's a way to escape from all these efforts involved in real estate Facebook ads? With SEO marketing, you don't have to start from scratch when you work with an SEO company, potential leads and clients will proactively show interest. But how? Connect with Ardor SEO today, the most trusted and leading SEO experts in real estate marketing!

Ad Content Ideas for Realtors

As a real estate agent using Facebook ads, you know that crafting engaging ad content is essential to attract your targeted audience. Keep your audience's needs and desires at the forefront of your strategy, and always analyze data to refine and optimize your approach. So, learn these ad content ideas that grab your audience's attention and showcase your properties in the best light.

Write an Attention-Grabbing Ad Copy

If you want to make your property listings irresistible to potential clients, understand your target demographics' pain points, desires, and preferences to create an ad copy that resonates with their needs. Make them feel like you're speaking directly to them. Remember to highlight the unique selling points of your properties. Whether it's a stunning view, modern amenities, or a spacious backyard, these distinguishing features should take center stage in your ad copy.

Free photo content concept on a laptop screen

Utilize High-Quality Visuals and Videos

Did you know that visually appealing ads get more clicks and engagement? So, invest in high-quality images that showcase your properties in their best light. Bright, well-lit photos with attractive staging can make a significant difference. Then, create engaging video tours of your properties to give potential buyers an immersive experience. Share videos on social media platforms like Instagram and Facebook for maximum reach.

For renovation projects, include before and after images to demonstrate the transformation potential, inspiring viewers to envision themselves in the improved space.

Share Engaging Storytelling Techniques

First, share real-life success stories of happy homeowners who found their dream property through you because personal anecdotes build trust and credibility. Second, Highlight unique aspects of the neighborhood or community, such as nearby attractions, schools, or parks, to create a sense of belonging.

Lastly, tell stories that showcase how a property solved a particular problem or fulfilled a specific need, demonstrating its value to potential buyers.

Incorporate Persuasive Call-to-Action (CTA) Buttons

Use actionable language in your CTA buttons, telling viewers exactly what you want them to do, such as "Schedule a Showing" or "Contact Us Today." Create a sense of urgency through phrases like "Limited Time Offer" or "Last Remaining Units." It encourages viewers to take immediate action.

Experiment with different CTAs to see which ones resonate best with your audience. Analyze the data and fine-tune your approach accordingly.

Advanced Targeting Strategies to Make Your Ads More Effective

One of the most powerful tools at your disposal is Facebook's custom audience feature. It allows you to target your ads toward a specific group of people who have already shown interest in your business, whether they've visited your website, used your app, or engaged with your content on Facebook.

Free photo gray rag dolls in targets

Reaching a broad audience and targeting ads based on location is important. Geo-targeting enables you to deliver ads to people based on their geographical location. It is particularly beneficial for real estate professionals who want to promote listings in specific neighborhoods or cities.

Lastly, don't underestimate the interest-based targeting. This advanced strategy allows you to target users based on their interests, behaviors, and income. Whether you're targeting first-time homebuyers, luxury property investors, or renters, interest-based targeting allows your messaging to resonate with specific demographics.

Compliance and Legal Considerations You Must Know

Real estate advertising requires innovation and a deep understanding of compliance and legal considerations. As a realtor, you must know these essential aspects that ensure fairness, accuracy, regulation adherence, and everything you need to know to stay on the right side of the law and build a trustworthy reputation.

Fair Housing

The Fair Housing Act prohibits prejudicial treatments based on sex, race, religion, color, familial status, and national origin. These regulations ensure equal housing opportunities for everyone.

To comply, stop languages or visuals that may imply preferences based on protected characteristics and embrace diversity in your Facebook marketing materials.

Accurate Property Listings and Descriptions

  • Provide precise details about your properties, including square footage, number of bedrooms and bathrooms, and any notable features.
  • Use professional, high-resolution images that accurately represent the property.
  • Be transparent about any existing issues or necessary repairs.
  • Avoid exaggerated claims or misleading statements about the property's features, pricing, or availability.

Comply with Facebook's Advertising Policies

  • Familiarize yourself with Facebook's Community Standards and Advertising Policies.
  • Be aware of content restrictions, such as ads promoting illegal products, misleading content, or engagement bait.
  • Avoid requesting sensitive information from users through Facebook ads, such as financial details or social security numbers.

Best Practices for Real Estate Lead Generation Through Facebook Ads

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With these best lead generation practices, you'll attract quality leads, nurture them effectively, and convert them into happy clients. Continue reading to acquire more!

Create an Effective Lead Capture Form

Want to capture real estate Facebook leads effectively and turn potential clients into active prospects? Start with keeping your lead capture form short and straightforward. Ask for essential information, such as name, email, and phone number, to minimize barriers to entry. More importantly, ensure your lead capture form is mobile-friendly, as many users access Facebook on their smartphones.

Implement Messenger Bots for Lead Nurturing

To engage with potential clients 24/7 without lifting a finger, set up Messenger bots to provide instant responses to common queries and guide potential clients through the lead nurturing process. Next, use automation to send personalized follow-up messages based on the user's actions on your website or Facebook page.

Lastly, implement intelligent chatbots that adapt their responses based on the user's interactions, making the experience more engaging and interactive.

Engage with Potential Clients Through Comments and Messages

Promptly responding to comments and messages on your ads shows potential clients that you value their inquiries. When you engage with them, use a friendly and approachable tone in your responses and offer helpful information and guidance, even if they're not yet ready to make a transaction.

Build a Solid Follow-Up Strategy

To start, segment your leads based on their interests and needs. It's also important to implement drip email campaigns to stay in touch with leads over time with valuable content and updates about the market. Also, provide exclusive offers or incentives to encourage lead conversion, such as a limited-time discount or bonus for closing a deal.

What Makes SEO a Hassle-Free Alternative for Real Estate Facebook Ads?

While real estate advertising on Facebook has been a popular choice for lead generation, SEO is the alternative approach if you value convenience and long-term benefits.

Unlike Facebook Ads that require constant monitoring and budget allocation, SEO creates evergreen content that continues to attract leads organically over time. For real estate agents targeting specific locations, local SEO helps you reach potential buyers in your area without the complexity of Facebook ad targeting.

homepage concept with search bar

With SEO, well-optimized content can maintain its visibility on search engines for months or even years, ensuring a steady stream of leads without continuous effort. As your content ranks higher on search engines, your brand becomes more visible and recognizable as a trusted real estate professional.

With the convenience of SEO, your real estate marketing efforts become more efficient, and you can focus on serving your clients and closing deals. It means you don't have to deal with endless chats and comments to identify who's motivated and not. You'll only wait for leads to come in!

The Future Outcome of Your Marketing with Ardor SEO

This guide shows that a real estate Facebook ad still has that marketing capability. But if you don't have the dedication to deal with its never-ending changing algorithms and competition, you may only find yourself soon losing bucks, tired, and less effective as a real estate agent.

Imagine a continuous result where your brand dominates without exhausting too much of your time and energy. SEO brings you that future! Instead of constantly tweaking strategies and ad budgets, let our experts at Ardor SEO work behind the scenes. With us, you can sit back and watch your brand climb the ranks while your real estate business thrives like never before. 

Contact Ardor SEO today, and let that change begin because your business deserves better!

About the author 

Kris Reid

Kris Reid, the Coolest Guy in SEO, is the CEO of Ardor SEO. His expertise lies in helping real estate professionals get more leads and customers to predictably grow their business. Get to know Kris and learn more about our team here.

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