Facebook vs Google for Lead Generation: What Works Best for Real Estate Agents?

In today’s real estate market, generating high-quality leads online isn’t optional—it’s essential. Whether you're a solo agent or managing a real estate team, you know the industry has shifted. Door-knocking, postcards, and cold calls are now being replaced by digital ads and online lead funnels. But when it comes to lead generation, a big question arises: Should you focus on Facebook or Google?

Both platforms are juggernauts. Facebook is a social networking powerhouse, while Google dominates online search. Each offers distinct advantages—and depending on your goals, one may outperform the other.

Let’s unpack the differences, advantages, and strategies behind both platforms, so you can choose (or combine) the best tools for consistent and qualified real estate leads.

What Is Lead Generation, Really?

Lead generation is more than just collecting names and emails. It’s about attracting people who are genuinely interested in buying or selling property and moving them toward action—like scheduling a call, requesting a home valuation, or booking a showing.

That’s where Facebook and Google come in. Both offer ad platforms designed to help businesses reach potential clients, but they do it in very different ways.

How Google Helps Real Estate Agents Generate Leads

🔎 Google = Intent

When someone goes to Google and types in "real estate agent near me" or "buy a home in Chicago," they’re not just browsing—they’re looking for answers. This means they're more likely to be further along in the decision-making process.

🎯 Why Google Works for Real Estate Lead Generation

1. Search Ads Target Intent: Google Search Ads let you show up at the exact moment someone is looking for what you offer. These are high-intent users—buyers or sellers who are actively searching.
2. Display Network for Retargeting: You can use Google Display Ads to follow users around the web with retargeting ads once they visit your website.
3. YouTube for Video Tours & Branding: YouTube (owned by Google) offers another channel to share listing videos, testimonials, or market updates.

📈 Pros of Google Ads

1. High lead quality
2. Advanced targeting through keywords and location
3. Strong ROI when campaigns are optimized
4. Quick traffic if your SEO hasn’t kicked in yet

⚠️ Challenges with Google Ads

1. Competitive industries mean higher CPC (Cost Per Click)
2. Requires strong landing pages and funnel strategy
3. Less visual appeal than Facebook unless you use Display or YouTube

How Facebook Helps Real Estate Agents Generate Leads

📲 Facebook = Discovery

Facebook users aren’t necessarily searching for homes. But with over 2 billion monthly active users, it’s the ideal place to “interrupt” and influence someone who’s thinking about moving.

Facebook is perfect for:

1. Creating awareness among people not yet actively searching
2. Retargeting website visitors who didn’t convert
3. Promoting listings, open houses, or free resources (like home buyer guides)

🛠️ Why Facebook Works for Real Estate Lead Generation

1. Visual Content: Carousels, videos, and image galleries help bring your listings to life.
2. Lead Ads: Users can fill out a contact form without ever leaving Facebook or Instagram.
3. Hyper-Targeting: Narrow down your audience based on interests, life events (like recent movers), and behaviors.

✅ Pros of Facebook Ads

1. Lower CPC than Google in most markets
2. Strong branding and engagement platform
3. Easy lead capture (especially on mobile)
4. Remarketing is simple and effective

⚠️ Challenges with Facebook Ads

1. Lead quality can be lower (since users aren't always actively looking)
2. Requires compelling visuals and messaging
3. Facebook’s ad rules for housing are stricter (due to the Fair Housing Act)

Which Is Better for Real Estate Lead Generation?

It depends on what kind of leads you want—and when.

✅ Use Google Ads if:

1. You want ready-to-act buyers or sellers
2. You have a local SEO plan but need immediate traffic
3. You want to capture leads searching for specific properties, neighborhoods, or agents
4. You're promoting listings in a high-intent market

✅ Use Facebook Ads if:

1. You're building your brand or local reputation
2. You want to grow your email list or retarget past website visitors
3. You want to promote open houses, events, or new developments
4. You have great visuals or videos to showcase your listings

Why Not Both? Build a Funnel That Combines Them

Top-performing real estate agents often use both platforms in a strategic funnel.

Here’s a sample approach:

1. Facebook Awareness Ads
   Run carousel ads promoting a listing or free guide for first-time buyers. Capture email leads directly on Facebook.
2. Email Nurturing + Retargeting
   Automatically follow up with those leads via email. Also, retarget them on Facebook and Google Display Network to stay top-of-mind.
3. Google Search Ads for Conversion
   When that lead is finally ready to search "real estate agent in Austin," your Google Search Ad shows up, completing the conversion loop.

This method helps build awareness, trust, and ultimately captures ready-to-act leads at the bottom of the funnel.

Case Study: Lead Generation in Action

A real estate team in Phoenix used this dual strategy:

1. Ran Facebook Lead Ads offering a free neighborhood market report
2. Collected over 200 leads in 30 days at $3.50/lead
3. Retargeted those users on Google Search when they searched local agents or homes
4. Closed 3 deals in 60 days with an average commission of $8,000 per deal

By warming up leads on Facebook and converting them through Google, they created a seamless marketing machine.

What’s the ROI Difference?

While cost-per-lead may be lower on Facebook, the lead-to-client ratio is usually higher on Google.

Here’s a simplified comparison:

The most successful agents know that cost-per-lead isn’t everything. It’s about cost per closed deal—and that often comes from using both platforms together.

So, Who Wins? Facebook or Google?

Neither wins on their own. You win when you understand how they work—and use them together.

1. Use Google Ads for speed and conversion.
2. Use Facebook Ads for scale and visibility.
3. Together, they create a full pipeline—from cold prospects to warm leads to signed contracts.

✅ Ready to Launch Smarter Lead Campaigns?

At Clikgini, we specialize in Google and Meta ads tailored for real estate agents. From setup to optimization, we make it simple to generate quality leads—without wasting money.

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Explore your options today at www.clikgini.com.

Let your ads do the lead hunting—so you can do what you do best: sell homes.