How to Set Up Real Estate Facebook Ads that Actually Work
Every day, agents spend thousands on Facebook ads that generate zero quality leads. Meanwhile, top producers are using the same platform to consistently generate high-quality ones – and likely, at a lower cost, too.
What separates profitable campaigns from money pits isn’t luck. It’s strategy: knowing how to set up targeting, allocate budget wisely, and create ad content that actually drives action. This blog will help you do just that.
Here’s what you’ll take away:
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Why Facebook is still one of the most effective platforms for real estate marketing
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How to set up your first real estate Facebook ad campaign the right way
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Proven ad content ideas that consistently convert leads
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When to look beyond Facebook and test other ad platforms
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Table of Contents
Why Facebook Ads for Real Estate Work
When someone’s scrolling through their feed, a property photo or a virtual tour has the power to stop them in their tracks. But what really makes Facebook different is this: you’re not just putting ads in front of anyone — you’re putting them in front of people who are actually in the market to buy or sell in your area.
And the numbers back it up. Real estate ads on Facebook convert at 10.68%, higher than the average across most industries. Translation: When you run ads the right way, you’re not just getting clicks but real leads who are most likely to take action. That’s not even mentioning the site’s 3 billion monthly active users.
Facebook gives you several key advantages:
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You narrow in on zip codes, neighborhoods, or even a radius around a listing.
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You get the chance to target based on age, income, interests, or life events like moving or starting a new job.
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You generate leads at a lower cost compared to traditional channels like print or direct mail.
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You get to track every step of the process, from the first impression to the signed contract.
Real estate Facebook ads are a standout tool because they combine eye-catching visuals with hyper-specific targeting.
Setting Up Your Real Estate Ad Campaigns
Here's the step-by-step process for getting started with Facebook ads:
Meta Business Suite Setup
Consider creating a Meta Business Suite account at business.facebook.com. Meta Business Suite (formerly Facebook Business Manager) offers advanced targeting options and detailed analytics not available through basic post promotion.
Steps to creating a campaign on Meta Business Suite:
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Create a Meta Business Suite account and connect your real estate Facebook page.
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Link Instagram if you plan to run ads on both platforms.
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Add a payment method for advertising spend.
Campaign Objective Selection
For real estate, use these two primary objectives:
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Lead Generation Campaigns: Create real estate Facebook lead ads with built-in forms that capture contact information without users having to leave Facebook. This typically generates the highest volume of leads at the lowest cost.
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Traffic Campaigns: Direct users to landing pages on your website. Use when you want to showcase your full website or capture leads through your existing CRM.
Audience Targeting Strategy
Geographic Targeting
Consider setting a 10-25 mile radius around your service areas and targeting specific zip codes where you focus your business. It's also wise to exclude areas where you don't work to avoid needless spending.
Demographic Targeting
Here's where you get specific about who you're trying to reach. Focus on age ranges that match your typical buyers – usually 25-65 for most markets – and consider household income levels that align with your price points. Life events like recent moves, engagements, or job changes also become particularly valuable targeting options.
Interest Targeting
Look for people interested in home and garden topics, real estate websites and apps, and investment and finance content. For high-end properties, you might include luxury goods interests to reach affluent buyers.
Custom Audiences
This is where Facebook's targeting really shines. You may upload your existing client database to create custom audiences based on people who already know you, build lookalike audiences based on past clients, and retarget website visitors who viewed property pages. These audiences often perform better than broader targeting options.
Creating High-Converting Real Estate Ad Content
The difference between an ad that gets ignored and one that generates leads almost always comes down to the content. If your photos, copy, and calls to action don’t resonate, no amount of targeting will save the campaign.
The good news is, certain types of content consistently shine in real estate Facebook ads. Here are three worth focusing on:
Property Showcases
Quality visuals are essential for real estate Facebook ads. Use professional photography that highlights each property's best features, starting with exterior shots that showcase curb appeal. Include 3-5 interior photos of key rooms and add neighborhood or amenity shots to provide context.
You can’t go wrong with property showcase ads. Make sure to use professional photos to highlight features buyers care about most.
Market Updates and Educational Content
Not every ad has to be about a property. Sharing local market trends, interest rate updates, or neighborhood spotlights positions you as a trusted advisor.
Social Proof and Success Stories
Nothing builds credibility faster than proof of results. Ads that highlight a “Just Sold” property, feature a client testimonial, or showcase a recent award send a simple but powerful message: you get results.
And one last note: over 90% of Facebook users are on mobile. Make sure your text is readable on small screens and your call-to-action buttons are easy to tap.
Your success story needs the right stage
You've earned your reputation. Now give it a digital home that honors it.
Beyond Facebook: Other Ad Platforms to Consider
Facebook isn't the only game in town when it comes to digital advertising for real estate.
Google Ads for real estate have the ability to capture people actively searching for homes in your area – think someone typing "homes for sale in [your city]" or "best realtor near me."
Instagram ads work particularly well for showcasing luxury properties to younger demographics. Key benefits include:
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High engagement rates on Stories and Reels featuring property tours
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Strong visual storytelling capabilities for luxury listings
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Access to younger buyer demographics
The key is understanding where your ideal clients spend their time online. Each platform has its strengths, and the best approach often involves testing different channels to see what works for your specific market and price points.
Frequently Asked Questions
Some campaigns generate clicks and form fills within the first week, but it usually takes 2–4 weeks of testing different creatives and refining your audience targeting to achieve consistent results. Patience and optimization are key to making Facebook ads for real estate a sustainable lead source.
Each has its strengths. Facebook ads are often more cost-effective and great for brand awareness and a consistent lead flow. Google Ads, on the other hand, capture people actively searching for homes or agents, which usually means higher intent but also higher costs. Many top producers see the best results by running both platforms strategically.
The real power of real estate marketing on Facebook is in targeting. You can zero in on specific zip codes, neighborhoods, or even a radius around your listings. Then layer on demographics like age, income, or life events (engagements, new jobs, recent moves).
Fine-Tune Your Real Estate Brand with Agent Image
At Agent Image, we help real estate professionals create the digital foundation that makes Facebook ads work – high-converting websites and marketing systems that turn your social media traffic into actual clients.
