Content
Facebook Ads for Real Estate: 9 Proven Strategies
January 26, 2025
15 mins
Imagine this: A young couple is scrolling through Facebook when they come across a stunning property ad with a virtual tour. Intrigued, they click, explore the listing, and within days, they schedule a viewing. This is the power of well-targeted Facebook Ads for real estate.
With millions of users browsing Facebook daily, the platform offers an incredible opportunity for realtors to connect with potential buyers and sellers. But running Facebook advertising real estate isn’t just about showcasing properties—it’s about using the right strategies to maximize engagement, generate quality leads, and close deals efficiently. In this guide, we’ll explore proven Facebook Ads strategies tailored for real estate success.
So, what makes Facebook such a goldmine for realtors?
Forget casting a wide net and hoping for the best. With Facebook’s advanced targeting, you can put your listings in front of people actively looking for homes—whether it’s first-time buyers, investors, or those dreaming of upgrading to a luxury property.
Why spend thousands on billboards and newspaper ads when you can generate leads for a fraction of the cost? Facebook Ads let you capture potential buyers’ contact details instantly, making it easy to follow up and turn interest into action.
Real estate is all about visuals, and Facebook lets you showcase homes in the best possible way. High-quality images, immersive video tours, and interactive 360° views stop users mid-scroll and get them dreaming about their next move.
Ever browsed a home online, only to have it "follow" you around the internet? That’s Facebook’s retargeting magic. If someone clicks on your ad but doesn’t take action, you can remind them about the property later, keeping them engaged until they’re ready to buy.
With Facebook Lead Ads, users can express interest in a listing with just a couple of taps—no complicated forms, no extra steps. That means more leads for you and a smoother experience for potential buyers.
At the end of the day, Facebook Ads aren’t just about advertising homes—they’re about connecting the right buyers with the right properties at the right time. And when done right, they can turn casual scrollers into serious buyers faster than you ever thought possible.
Facebook Ads are a powerful tool for realtors, helping to connect the right buyers with the right properties at the right time. But how exactly do they work? Let’s break it down step by step.
One of the biggest advantages of Facebook Ads is precise targeting. You can customize your audience based on:
✔ Location – Target specific cities, neighborhoods, or even a radius around a listing.
✔ Demographics – Reach people based on age, income, job title, or homeownership status.
✔ Interests & Behavior – Target users who have recently searched for real estate, visited competitor websites, or engaged with home-buying content.
Facebook offers various ad formats tailored for real estate, including:
🏡 Carousel Ads – Showcase multiple property images in one ad.
🎥 Video Ads – Give a virtual tour of the home to attract more engagement.
📸 Slideshow & Collection Ads – Present high-quality images of a listing dynamically.
📩 Lead Ads – Collect buyer contact info directly within Facebook, making it easy to follow up.
Facebook Ads let you start small and scale as needed. You can:
💰 Set a daily or lifetime budget to control costs.
📊 Use A/B testing to see which ad creatives, copy, or targeting options work best.
⚡ Optimize for conversions, such as website visits, lead form submissions, or direct messages.
Not every potential buyer acts right away—but Facebook’s retargeting ensures they don’t forget your listing. If someone clicked on your ad but didn’t inquire, you can show them a follow-up ad, reminding them about the property or similar listings.
Once your ads are live, Facebook’s analytics let you track clicks, leads, and engagement. This data helps you refine your targeting, test new creatives, and ensure you’re getting the best return on investment.
Since 2022, Meta has cut off some Facebook ad-targeting options for real estate:
✅ Elimination of demographic targeting based on gender, age, education, and income
✅ Removal of certain housing and financial interests
✅ Behaviors are excluded from real estate and mortgage targeting
✅ Restriction on geotargeting to a minimum radius of 15 miles
✅ Exclusion of zip code targeting.
Despite these alterations, you are free to tailor your real estate targeting strategy by focusing on precise interests that feature your ideal target customer. We suggest betting on liked or visited pages by your target audience and related topics.
Our expert says: Accurate targeting is crucial for the success of your Facebook dynamic ads for real estate, especially when your goal is to secure more seller listing leads and buyer leads. Targeting precision on Facebook will help you reach ideal prospects and turn them into qualified leads. Facebook's ad algorithm continuously excels to bring you optimal results. Anastasiia, Ilchenko, Senior PPC in Promodo.
Facebook leverages extensive data sets by interests to target your potential real estate customers. The platform is well-equipped to recognize both online and offline activities of property buyers and sellers, including the frequency of their visits to specific sites.
The diverse data will help you identify prospects with a genuine interest in purchasing or selling properties:
✅ Individuals interested in Realtor.com, Zillow, Trulia
✅ Individuals interested in house hunting or first-time home buying
✅ Individuals interested in mortgage loans.
When running Facebook Ads for real estate, choosing the right campaign objective is key to getting the best results. The two most common goals—Traffic and Leads—serve different purposes. Here’s when to use each one:
The Traffic objective is ideal when you want to drive visitors to your website, landing page, or property listing. This works well if you:
✔ Want to increase awareness of new listings or open houses.
✔ Have a high-converting website where users can explore properties.
✔ Need to build a retargeting audience for future campaigns.
However, while this brings more visitors, it doesn’t guarantee they will leave their contact details.
The Leads objective focuses on collecting contact information directly through Facebook. This is perfect if you:
✔ Want serious buyers or sellers to submit inquiries.
✔ Prefer an easy, built-in form where leads don’t have to leave Facebook.
✔ Need to grow your database of potential clients for follow-ups.
Since Facebook’s Lead Ads autofill user data, conversion rates tend to be higher compared to directing users to an external form.
If your goal is brand awareness and engagement, start with a Traffic campaign. If you’re looking for qualified buyers and sellers, go with a Leads campaign. In many cases, combining both strategies works best—driving traffic first and then retargeting engaged users with lead generation ads.
Our expert says: Facebook aims to minimize click costs. Nonetheless, leads objective campaigns across industries are showing a 66% higher CTR. Despite the higher cost, the audience targeted by lead gen campaigns on Facebook is way more effective for real estate businesses compared to the traffic objective ad campaigns. Anastasiia, Ilchenko, Senior PPC in Promodo.
Trust building is essential in the real estate business. Mostly, your prospects want to meet a highly trusted realtor experienced in local properties. Furthermore, they want to deal with someone who’ll ensure a deeply personalized attitude to their individual property needs and preferences.
Crafting your real estate Facebook ads, show realistic images, and be honest in your ad copy. Before someone clicks on your ad copy, they want to make sure they will get the same value in terms of:
✅ Location
✅ Rental price
✅ Square footage
✅ Number of rooms.
✅ Dates
✅ Facilities.
Build trust by providing your prospects with detailed property descriptions. Probably, it will be the main recomendation for Facebook ads for commercial real estate.
Compelling creatives will help your real estate ads stand out with captivating creative elements.
Fill your property ads with stunning real estate imagery of the highest quality. With that, appeal to the lifestyles that feature your potential buyers.
Appealing to a desired lifestyle with powerful imagery will help you hook qualified leads.
This strategic approach will help you show multiple properties or their parts all at once. Facebook’s Carousel ad format is a perfect way to boost visual appeal. The option allows real estate advertisers to display images as a catalog so viewers can view multiple property images or listings.
By capturing a buyer’s eye this way, you increase the chances of hooking more real estate clientele.
Video marketing remains a largely underused technique in real estate. Some of your competitors achieved some 400% more inquiries for local property listings with videos.
Engaging videos will provide your prospects with a way more realistic look into the properties. By creating 360 videos, you’ll let potential buyers move around with their mouse just like they would tour the apartment and explore it in person.
Once in the real estate race, you’ll stick with the peak months when people have more cash in their pockets. This signals the market is ready to buy or rent local properties. Peak seasons provide sound selling opportunities, so be sure to show your local property listings to the right people on Facebook.
It may take you by surprise, but much of the property-selling business depends on weather conditions. There are warm climate markets like Miami, where the window of real estate opportunity opens in March. By contrast, the locations like Boston featured by harsh winters are dead by mid-to-late April.
So, plan your Facebook ad campaigns well ahead and allow a bigger budget behind your ads to penetrate a larger audience. This strategic approach will help you win local competition.
While gaining people’s trust through your real estate ads is vital, make your happy customers do some talking about your services.
Customer testimonials and reviews play a core role in building trust, so incorporate them into your ad copy. The strategic approach will help you boost your brand awareness and position yourself as a reputable real estate venture.
A/B testing (split testing) is essential for maximizing Facebook Ad conversions. By testing different elements—images, headlines, ad copy, or audience targeting—you can identify what works best.
✔ Test one variable at a time (e.g., image vs. video).
✔ Analyze key metrics like CTR, cost per lead, and conversion rates.
✔ Optimize based on data to improve ad performance and ROI.
Continuous testing helps refine your strategy, ensuring you get the most out of your Facebook Ads for real estate.
Our expert says: Successful ad campaigns on Facebook hang on three core pillars: (1) attractive image, (2) engaging offer, and (3) high-quality audience segmentation. Make your ads as interesting as possible for your prospects, provide a unique offer, and find your perfect audience. Regular tests of creatives and audiences will help you identify the most effective combinations. Also, along with conversions, pay attention to how the audience interacts with your ads: measure CTR, frequency, reactions, subscriptions, etc. This will help you assess the quality of your content and come up with the right conclusions. Anastasiia, Ilchenko, Senior PPC in Promodo.
Real estate Facebook ads that work, grab attention, drive engagement, and generate quality leads. Here are some standout examples that can inspire your next campaign:
A real estate agency can launch a video ad showcasing a high-end property with a 360° virtual tour, allowing potential buyers to explore the home remotely. The ad resulted in a 30% increase in scheduled viewings.
A carousel ad can display different homes in a popular neighborhood, each with pricing, key features, and a CTA to book a showing. Carousel ads allow users to browse multiple properties in one ad, increasing interaction and lead potential.
Real estate agents may also use Facebook Lead Ads to offer a free “Exclusive Homes List” in exchange for contact details. The campaign generated hundreds of leads at a low cost per lead. Lead forms are quick and seamless—users don’t have to leave Facebook to submit their info.
Facebook ad targeting for real estate keeps your listings in front of interested buyers, reminding them to take the next step. In such a way, agentstarget users who previously visited their website but didn’t take action, showing them new listings similar to their search history.
This increase conversion rates by 40%.
A collage-style ad is an excellent way to showcase multiple features of a property in a single visual. Facebook’s carousel or multi-image post format allows real estate marketers to highlight different aspects of a home, such as the exterior, interior, amenities, and neighborhood. This approach is particularly effective for listings with unique selling points, such as a stunning kitchen, spacious backyard, or modern bathroom.
Hot tips for Facebook ads will help you promote your real estate services. Promodo real estate marketing experts are right at hand to create and optimize your ad copies and run ad campaigns. We know how to maximize exposure and achieve your business success on the Facebook platform.
While there is no universal approach to the best Facebook ads for real estate, trust the experience and expertise of our digital agency to enhance your real estate business.
Thanks to Promodo, we managed to attract new leads. During our cooperation, we continuously received updates from their responsive team. Madi Omarov Community Manager, The Place.
You may still wonder how to do Facebook ads for real estate. Relax and take your time for informed decisions while our PPC experts do all the groundwork for you!
Content Marketing Manager at Promodo
Taras has 16 years of hands-on copywriting experience overseas with 3000+ unique copies.
Accredited with Certificate of Proficiency in English (C2 level) by Cambridge University. Studied at Writing Launch Academy (United States) and owns an Academic Writing Certificate from Oregon University. Author of 12 dictionaries with Apriori Publishers.
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