Crack the Code on Real Estate Facebook Ads

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Why Would I Use Real Estate Facebook Ads?

Real estate Facebook ads are a powerful way to reach a highly targeted audience and convert views into clicks, leads, and potential sales, thanks to Facebook’s vast user base and advanced targeting tools.

With over three billion monthly active users, Facebook gives you access to the largest social media platform in the world.

On average, industries across the board see a 9.21% conversion rate on Facebook ads.

Real estate outperforms with a 10.68% conversion rate, one of the highest of all industries.

Now, a conversion rate doesn’t always mean a sale, but it does mean someone was interested enough that you got a click, a call, an email, or a visit to your landing page.

However, if you’re managing your marketing effectively, that conversion rate can easily translate into sales.

How Can I See a 10.68% Conversion Rate?

You can achieve high conversion rates on Facebook ads by using precise audience targeting and crafting ad creatives that resonate with specific buyer or seller personas.

Let’s dive deeper!

Have you ever thrown spaghetti on a wall to see if it sticks? (Or am I the only one that does that?)

If you don’t do real estate Facebook ads correctly, then that is how you will feel —-just throwing things out there and hoping they stick.

Let’s avoid that; it’s exhausting, costly, and, quite frankly, won’t get you results.

Facebook ads for real estate agents allow you to use targeted advertising to reach niche groups.

That can be anything from first-time homebuyers to 55-plus communities and vacation homes.

But here’s the kicker—you need to understand audience targeting for real estate Facebook ads first and then create an ad that speaks directly to that specific group.

The first two things you must do is create a Facebook business page and set up Facebook Ads Manager.

How Do I Set Up a Facebook Business Page?

Setting up a Facebook Business Page is easy peasy!

1. Log in to your personal Facebook account.
2. On the left-hand side, click “see more.” and then click on “pages.”
   
3. Once you are in Pages, click “Create new profile or page.”
   
4. You will see two options, personal profile or public page — choose public page.
   
5. Once you are on “Create New Page,” click “Get Started.”
   
6. You will name your page and enter real estate as your category. There will be a drop-down; choose the subcategory that best fits you.
   
7. Enter your contact info: your URL, email, and phone number. Be aware that this contact information is publicly available.
8. Make yourself an admin
9. Ad your visuals and invite all your Facebook friends to like and follow your page.

How Do I Set Up Facebook Ads Manager?

1. Log in to Your Personal Facebook Account.
2. Navigate to your business Page. On your desktop, click your profile picture in the top right corner and select “Pages” from the dropdown menu. On a mobile device, tap the three horizontal lines (menu) at the bottom right (iPhone) or top right (Android).
3. Select “Pages” from the menu options.
4. Tap your business page.
5. Switch to Business Mode
6. Configure your account by adding payment details and, if applicable, linking to Meta Business Suite to manage multiple pages.

Once you have set up the ads manager, you can start creating and publishing ads.

How Do I Set Up My Target Audience For Facebook Ads?

Your target audience involves setting parameters like demographics, interests, behaviors, and location to make sure your ad reaches your niche.

1. Access Facebook Ads Manager

Log into Facebook, open Ads Manager from the main menu, and click “Create” to start a new campaign.

2. Select “Special Ad Category”

Choose “Housing.”

The special ad category ensures compliance with anti-discrimination policies and applies mandatory restrictions like location radius, age, and gender targeting rules.

3. Select your campaign objective

Choose an objective based on your campaign goals.

Leads are best for capturing contact info directly on Facebook.

Traffic will lead users to your website or landing page.

Awareness increases your brand visibility within your area.

Engagement Increases the organic reach of a post beyond your targeted audience.

Sales attract clients and increase engagement.

App Promotion encourages people to download and use your app.

4. Define your target audience

• Location targeting within a 15-mile radius:
  • Enter the city, town, or address.
  • Set a radius of at least 15 miles around this location – this is required for housing ads.
• Age and gender:
  • Facebook requires housing ads to target ‘All’ ages and genders.
• Detailed targeting:
  • Use broader interests related to real estate, such as “real estate,” “home buying,” or “moving and relocation.”
  • Tips for niche targeting:
    • Luxury real estate: Select interests like luxury goods or investment properties to reach a more upscale audience.
    • First-Time Homebuyers: Choose interests like homeownership or affordable housing to appeal to new buyers.
    • Vacation/Second Homes: Target interests like vacation or property investment for those seeking secondary homes.
• Custom audiences and lookalikes:
  • Custom audiences: Upload contact lists for retargeting past leads or website visitors.
  • Lookalike audiences: Build an audience similar to your existing customers.

Try List Builder

How Should You Set a Budget for Real Estate Facebook Ads?

You should set your Facebook ad budget using either a daily or lifetime format, depending on your campaign timeline and goals—daily for ongoing ads, and lifetime for specific time-bound campaigns.

Daily Budget

A daily budget is exactly what it sounds like—the amount you’re willing to spend each day.

Facebook will use your daily budget to pace your ad delivery, meaning it spends up to that amount each day to show your ads to your target audience.

Meta might spend more on certain days to maximize opportunities, but the overall weekly average stays within your set budget.

You can let the ad run indefinitely without an end date, or you can set a specific start and end date for your campaign.

If you don’t set an end date, Facebook will continue running the ad daily until you pause, stop, or adjust the budget.

Lifetime Budget

A lifetime budget, on the other hand, is the total amount you want to spend for the entire campaign.

Let’s say you set a $100 lifetime budget for a 10-day ad.

Facebook will spread that $100 across the 10 days, optimizing it to get the best results.

Once the campaign ends or the $100 is spent, the ads stop—no surprises, no monthly repeats.

Lifetime is great if you’ve got a set timeline, maybe an open house, while daily budgets are great if you’re in it for the long haul.

One of the best ways to market yourself as a real estate agent is by leveraging Facebook ads effectively. Whether you’re using daily or lifetime budgets, Facebook provides an excellent way to target potential buyers and sellers with precision.

Real Estate Facebook Ad Examples

1. Virtual tour as a call to action. Source: Pinterest If you are in New York and in the market for a luxury home, this ad screams your name.Look at that home!

   The picture is amazing in itself, and adding that it is a lakefront location was wise; however, do you see that link to a virtual tour?

   Winning, all day!

2. The double-whammy: video and separate call to action.
   Source: flyhomesThis real estate Facebook ad is genius.

    

   First of all, it is video, and video is king.

   According to Marketing Experiments, adding a video to your ad campaign increases conversion rates by 34%.

   And look at the puppy!

   Talk about having your heartstrings pulled.

   This ad clearly targets younger, first-time homebuyers.

   “All you need, all right here.”

   This makes me want to buy a house from them!

   And, then they throw in a FREE webinar (a great call to action) — where you have to give your contact information to them.

   Brilliant!

3. Clear and to the point Source: Zephyr
   This real estate Facebook ad is a total winner.Why?

    

   It’s clear, direct, and doesn’t waste your time.

   The headline creates urgency, and the photo?Bright, airy windows with skyline views—love it!

   They nailed the highlights – soaring ceilings and a private roof deck.

   And adding the agent’s photo?

   Smart move.

   It makes the ad feel more personal than just a logo.

   Simple, clean, and totally engaging.

Can You Combine Facebook Ads With Direct Mail Campaigns?

Yes, combining Facebook ads with direct mail creates a powerful multi-channel marketing strategy that reinforces your message both digitally and physically.

Here’s how it goes:

• Match Your Audiences: Use your direct mail list to create a Custom Audience on Facebook. This way, your message increases its reach by showing up in both mailboxes and newsfeeds.
• Follow Up Digital With Physical: Use tools like Facebook lead forms or pixel tracking to see who’s engaging with your ads. Then, send those leads a postcard that keeps the conversation alive—automated home valuation, just listed postcard, or an invitation to an open house.
• Learn and Adjust: Check the data from your ads to see what’s working, and tweak your direct mail strategy accordingly. This way, you’re always reaching the right people at the right time.

Combining both strategies can boost your brand presence and is one of the most efficient tactics for how to get more real estate listings. You’re meeting potential clients wherever they are—online and offline.

Bottom Line

If you aren’t using real estate Facebook ads, you are missing out on a huge opportunity.

If you know how to target the right audience with the right message, you will see real results.

No guessing, just a clear strategy that works.

Now get out there and start turning those clicks into conversations!