Facebook is a powerhouse for real estate professionals. With over 3 billion monthly active users, it offers the largest digital marketplace for finding potential buyers, sellers, renters, and investors. But simply running ads isn't enough. To succeed, you need to engage effectively. This guide will show you how.
Why Facebook Ads Matter in Real Estate
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97% of homebuyers use the internet to search for homes (National Association of Realtors).
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Facebook is the most-used social media platform for real estate advertising, with agents reporting the highest ROI among all platforms.
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Over 70% of real estate agents report gaining clients from Facebook ads specifically targeting custom audiences.
Step 1: Define the Right Custom Audiences
The success of your ad campaign starts with targeting. Instead of casting a wide net, use Facebook custom audiences to narrow down:
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Website visitors
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Past leads or CRM contacts
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Engaged users from Instagram or Facebook pages
How Facebook Ads Funnel Leads in Real Estate: From Awareness to Conversion
With LeadEnforce, you can create highly targeted audiences based on behavioral and demographic data. For more, check out our article on How to Create Lookalike Audiences from Competitor Pages.
Step 2: Craft Visual-First, Location-Based Ads
In real estate, visuals matter. Use carousel ads with:
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Multiple property images
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Location-specific call-to-actions ("Schedule a tour in Miami this week")
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Mobile-optimized visuals
Real Estate Facebook Ads With Images See a 37% Higher Click-Through Rate
According to Facebook, ads with images see a 37% higher CTR than those without.
Step 3: Retarget With Purpose
Retargeting is where the real engagement happens. With LeadEnforce's pixel data tools, you can retarget:
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Users who viewed listings but didn’t inquire
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Visitors to your "Contact Us" page
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Users who interacted with your videos
Need help? Our guide on Top Strategies to Retarget Competitor Audiences walks you through it.
Step 4: A/B Test Your Messaging
Your copy needs to connect emotionally. Test:
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Headlines like "Your Dream Home Awaits" vs. "Find a Home in Under 30 Days"
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Different CTAs: "Schedule a Tour" vs. "Talk to an Agent"
Use Facebook Ads Manager to split-test creatives, or automate the process with LeadEnforce integrations.
Step 5: Use Local Relevance To Your Advantage
Hyperlocal targeting is a major win. Include:
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Neighborhood names
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Proximity to schools, transport, or local businesses
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Geo-tagged testimonials from buyers
Combine this with insights from How to Find Hidden Audiences for Local Advertising for greater impact.
Key Facebook Ad Audience Keywords to Use
From our research, successful campaigns often include:
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"home buyer interest"
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"real estate investor"
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"property hunting"
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"mortgage pre-approval"
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"open house near me"
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"first-time homebuyer"
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"local real estate agent"
Incorporate these keywords into your audience parameters and ad copy for increased engagement.
Final Thoughts
Facebook advertising for real estate is no longer optional—it’s essential. By understanding custom audiences, optimizing visuals, retargeting, and leveraging local context, agents can significantly boost ROI and lead quality.
For more advanced tactics, visit our blog and explore guides like:
Stay tuned for more expert strategies from LeadEnforce.
