How Do You Advertise Your Real Estate Services on Facebook?
In a world where attention spans are short and competition is fierce, Facebook offers real estate professionals a unique opportunity to promote their services with precision, creativity, and scalability. Whether you’re a solo agent, part of a brokerage, or focused on residential, luxury, or commercial properties, Facebook Ads can help you generate leads, build brand awareness, and nurture long-term relationships with potential buyers and sellers.
But simply posting your listings isn’t enough. To truly advertise your real estate services effectively on Facebook, you need a clear strategy, smart targeting, and ad creative that connects with people emotionally and logically.
So, how do you advertise your real estate services on Facebook in a way that gets real results? Let’s walk through everything from setup to optimization.
1. Start with Clear Campaign Goals
Before running any Facebook ad campaign, define what success looks like for your real estate business. Are you trying to generate seller leads in a specific zip code? Do you want more buyer inquiries for a new development? Are you growing your brand presence in a new neighborhood?
Every campaign should have one goal—whether it’s getting form submissions, booking appointments, driving traffic to your listings, or growing your retargeting list. Facebook offers multiple campaign objectives such as lead generation, traffic, video views, and conversions. Choosing the right one is the foundation of a successful campaign.
2. Use the Special Ads Category for Housing
Since real estate falls under the housing category, Facebook requires advertisers to check the Special Ads Category box when setting up campaigns. This activates compliance filters that prevent discrimination in ad delivery.
You won’t be able to target by age, gender, or zip code. But you can still target by location radius, interests, behaviors, and custom audiences. Using this tool correctly ensures your ads are both effective and in line with fair housing regulations.
3. Create a Magnetic Ad Message
Real estate ads that work on Facebook combine compelling visuals with strong messaging. Since you’re advertising services—not just properties—focus your message on the value you provide.
For seller campaigns, consider using headlines like “Find Out What Your Home is Worth in Today’s Market” or “We Sold 5 Homes in Your Neighborhood—Yours Could Be Next.” For buyers, “Get Access to Homes Before They Hit Zillow” or “See the Best Deals in [City] Right Now” can create urgency and curiosity.
Include clear calls to action like “Book a Free Consultation,” “Get Your Home Valuation,” or “Download Our Buyer’s Guide.” Make sure your visuals include your face or your brand, not just generic houses. People hire agents, not just listings.
4. Target the Right Facebook Audiences
Facebook’s targeting tools are incredibly powerful when used correctly. For real estate, you can use location-based targeting to show ads to people within a certain distance of your market area. Since zip code targeting isn’t allowed under the Special Ads Category, use city-level or radius-based targeting instead.
You can also reach people based on interests like “real estate investing,” “first-time home buyer,” or “mortgage loans.” Look for behaviors like “likely to move” or “house-hunting.” Custom audiences let you upload email lists or retarget people who visited your website or watched your videos. You can also use lookalike audiences to find new people who behave like your past clients.
This allows you to stay top of mind with high-intent prospects while also building brand visibility among a wider audience.
5. Use Video to Build Trust and Get Leads
Video marketing is a game-changer for real estate. Facebook prioritizes video content and allows agents to introduce themselves, share testimonials, and provide virtual home tours directly in the newsfeed.
You don’t need expensive production—authenticity often performs better. Try filming short, helpful videos explaining how to sell a home in your market, what buyers should know about local pricing trends, or what makes your process different from other agents.
You can run video view campaigns to build warm audiences for retargeting. Anyone who watches at least 50% of your video can be added to a custom audience, allowing you to follow up with a lead form or messenger ad later.
6. Run Lead Ads for Instant Responses
Facebook Lead Ads allow users to fill out a form without leaving the app. This is especially effective for mobile users and is ideal for quick lead capture.
Offer something valuable in exchange for contact info. For example, a free home valuation, list of off-market homes, market trends report, or open house invitations can incentivize people to submit their information. The form can collect name, email, phone number, and even questions about their buying or selling timeline.
Make sure your CRM or email automation platform is integrated with Facebook so you can follow up immediately with every lead. Speed is everything in real estate lead conversion.
7. Drive Traffic to High-Converting Landing Pages
If you're running traffic or conversion campaigns, your landing page must be designed to convert. Avoid sending users to your homepage. Instead, use specific landing pages with one clear offer, minimal distractions, and a prominent lead form.
For seller services, use a home valuation tool. For buyers, offer a gated list of homes. For general services, a calendar booking form for consultations works well. The goal is to move the user from curiosity to conversion in just a few clicks.
8. Retarget for Higher Conversions
Not everyone converts on the first click. That’s where retargeting comes in. With Facebook Pixel installed on your site, you can show ads to people who previously visited your landing page, engaged with your ad, or watched a video.
Use retargeting to re-engage people who almost converted but didn’t. Show them testimonials, a new offer, or a reminder about your services. Retargeting ads often convert at higher rates and lower costs because the audience is already familiar with your brand.
9. Track Performance and Optimize Weekly
To get consistent results from Facebook Ads, you need to review your campaign data regularly. Look at metrics like cost per lead, click-through rate, and conversion rate. Test different headlines, images, calls to action, and audience segments to see what works best in your market.
If your cost per lead is rising, try tightening your targeting, improving your landing page, or refreshing your creative. Facebook Ads are not “set and forget.” They perform best when continuously optimized.
10. Success Stories from Agents Who Do It Right
Real estate agents across the country have used Facebook Ads to grow their client base, even during tough markets. A Denver agent generated over 200 seller leads in 90 days using a home value lead magnet and video testimonial retargeting. A Florida brokerage increased buyer consultations by 300% in six weeks by combining video tours with Facebook Lead Ads and instant follow-up sequences.
These results are not random—they are based on proven advertising frameworks, and any agent can achieve them with the right strategy.
Final Thoughts: Facebook Ads Done Right Drive Results
Advertising your real estate services on Facebook isn’t just about showcasing homes. It’s about building relationships, providing value, and staying top of mind. When done strategically, Facebook Ads help agents generate consistent, qualified leads, build authority in their market, and scale their business without relying on third-party portals or outdated marketing methods.
Let Clikgini Help You Launch Better Facebook Ads for Real Estate
If you’re ready to start advertising your real estate services on Facebook with smart targeting, high-converting funnels, and expert guidance, Clikgini is here to help. We manage Facebook and Google Ads exclusively for real estate professionals, and our clients see consistent lead flow at a fraction of traditional costs.
Plans start at just $45/month, and your first 7 days are free.
Visit Clikgini.com to start your free trial today and see how Facebook Ads can grow your real estate business.