Facebook For Real Estate Agents: Why You Shouldn’t Sleep On It In 2025

Why Facebook for Real Estate Agents Matters Today

Facebook is where your ideal customer may be hanging out.

And you may not even know it.

It has a perceived reputation of being underused.

However, its unparalleled reach makes it a cornerstone of the best real estate marketing strategies today.

Facebook boasts over 3.06 billion active monthly users, making it the largest social platform worldwide.

It is part of a family of apps – including Messenger and Instagram – that see over 3.35 billion users per day. The average user spends 30 minutes per day on the platform.

Facebook has also quickly become the most popular platform for social commerce thanks to Facebook Marketplace. Millions of people buy and sell items on Facebook daily.

And yes, that includes the renting, buying, and selling of real estate.

Key Benefits of Facebook For Real Estate Agents

Do you know more than 87% of real estate agents use Facebook in some form for lead generation?

It’s a cost-effective way for real estate professionals to find and engage potential leads or prospects in their town, community, or state.

Facebook for real estate agents has advanced targeting features, especially with its ads.

Its incredible reach allows you to target specific demographics based on location, age, income, interests, and online behavior.

From optimizing your profile to creating targeted groups and ads, you can target interested property buyers, giving you a great return on investment (ROI).

Facebook also has lead management tools for its business pages like customizable forms so you can collect data directly from ads.

Advertising aside, it’s still an excellent platform for building your personal brand. You can share video, image, and text content across personal and business pages. If your goal is to build an omnipresent digital brand, you can seamlessly cross-post your Instagram content onto Facebook, create unique content, and engage with potential leads.

Common Misconceptions about Facebook for Real Estate Agents

The biggest myth about Facebook is that it’s for an older crowd that’s only focused on socializing. It’s easy to believe it’s a waste of time and does not drive conversions.

However, millions of businesses rely on Facebook to build their brand, drive leads, and make sales. The fact that it drives engagement is a strength, not a weakness.

If you do decide to use Facebook, another misconception is that it’s only for listing properties. But if you only post images or videos of listings, you’re limiting engagement and the opportunity to share market insights, neighborhood content, home-buying tips, and much more. Successful real estate agents tailor their posts and ads to specific demographics, ensuring relevance and higher engagement.

According to real estate social media statistics, while 80% of REALTORS plan to grow their social media presence, only 50% have confidence they can do it.

With the right plan, you can get the most out of this powerful platform.

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Setting Up & Optimizing a Facebook Business Page

Okay, let’s get into setting up and maximizing Facebook for real estate agents.

Perhaps the biggest question when starting is…

‘Do I need a personal profile and a Facebook Business Page?’

I’m sure you already have a personal profile.

Even if you’re a solo real estate agent, you NEED a business page as part of your brand.

Standing Out in a Crowded Field:

• Your personal profile showcases your personality and helps you build an authentic connection. You can also nurture your existing friendships and grow your sphere of influence (SOI).
• A professional business page builds a credible, professional online presence, showcasing the agent’s services, listings, past successes, and expertise. It’s where your business contact information stays. You also get access to features like targeted ads, analytics, and business tools that personal profiles do not have.

They work hand-in-hand to grow your brand and generate leads.

Create your Facebook Business Page

You must log into your profile to create a business page.

Open the 9-dot menu and under the ‘Create’ section, click on the ‘Page’ option (with the flag icon).

• Enter your page name: You will probably name it after yourself or your business’ name. For search purposes, try to include your category, area, or niche in the name (e.g. Your Name | Luxury Real Estate, Business Name | Austin Real Estate, etc.).
• Enter your business category: This is what best describes your business. Choose the option that best describes your business (you can add up to three).
• Enter your bio: Enter a short description of what you do with your audience in mind. You’ll have 101 characters, so be concise, yet creative. (e.g. “Local real estate expert. Helping Austinites find luxury homes.”)
• Hit create: Next, enter your contact information, business hours, and other operational details.

With your page created, now it’s time to customize and optimize it. Take the time to add the same branded profile picture and banner to your profile. You want to build a consistent brand across Facebook, so this must include your profile.

Customizing Your Page

Open your new page and add a profile photo and banner/cover photo. You can use one of the many Facebook templates in Canva to create your banner. The banner should contain an image of you, minimal text of what you do, and some contact information.

Your profile picture ideally should be an image of you or your business logo. Make sure the colors, fonts, and style for both images are consistent and professional.

Use high-quality PNG or JPG files for your profile image as it will be seen in subsequent posts, ads, comments, and shares.

These images should mirror the font and style of your website, other socials, and even your print documents.

When in doubt, hire a freelancer on sites like Fiverr or Upwork to design your banner and profile image.

Here are some other essentials to round out your Business Page:

• Connect to WhatsApp: Facebook may prompt you to connect your WhatsApp for seamless contact. You can do this now or skip it.
• Create a description/intro for your business: You get more characters here so include keywords or phrases your ideal client will use to find businesses like yours.
• Create a unique username: Add a short, searchable, and shareable URL.
• Fill out the Call To Action (CTA) button: The button helps visitors quickly engage with the business. You can schedule consultations, add an email or phone number, add your website’s contact form, and much more. Choose the option that’s best for your business.

Now your personal and business pages are ready, it’s time to put it to work!

Creating Engaging & Valuable Content

Facebook has all the content styles you know and love on other platforms. (Need I remind you of the Facebook/Instagram relationship?) Take advantage of all of them, not just text and images. The best Facebook posts for real estate agents include:

1. Photos/Image Posts

A simple Facebook post for real estate agents can be used for promotional, educational, and engagement purposes. These could be images of current listings, neighborhood highlights, sneak peeks of new builds, team photos, and client testimonials. High-quality photos matter, so get a high-end phone or simple vlogging camera. Take and post photos on your business and personal profiles, encouraging conversation or engagement as often as possible.

2. Videos

We’re big advocates of YouTube, but that does not mean you can’t share videos on Facebook. Video is great for promotional and transactional content. It helps potential leads or prospects along the client journey. Post virtual tours, property walkthroughs, client interviews, and content about market changes.

3. Facebook Reels

Facebook and Instagram have a Reels feature. These are quick, short videos posted in a vertical format, shot with your front-facing camera (or the better back-facing camera set up on a tripod). Post ‘POV’ content, copy trends, answer questions, share quick wins, losses, and craft short talking head videos. Reels build trust and authenticity, especially when shared on your profile.

4. Text Heavy Posts

Facebook still has its original text option, which allows you to simply share what’s on your mind. This is great for engagement. Use it to ask a simple question like, ‘What would make you sell your home?’ or ‘What do you like best about San Antonio?’ Questions spark immediate comments which you can engage with immediately. The Facebook algorithm loves this and shares it with others in your space. Facebook also allows over 60,000 characters per post, making it a great option to educate your audience. You can create long-form tips, ‘mini-blogs,’ or share market changes or tips in text form.

5. Facebook Stories

Stories are image and video collections shared at the top of your feed. These typically disappear within 24 hours, providing you with a relaxed way of sharing content. Use Facebook stories for quick updates, behind-the-scenes content, and day-in-the-life content which brings a human touch to your brand. Stories are great for polls and countdowns to open houses, promotions, and updates on client appreciation events.

6. Carousel Posts

You can share multiple images on a single post, allowing followers and viewers to swipe through and engage with the content. Carousels are excellent for promotional and educational content. You can create a slideshow of listings or house tours. Create infographics with tips or buying guides to showcase your expertise. You can also reformat and repost carousels on LinkedIn and Instagram.

7. Facebook Live

Facebook pages and profiles have a Live feature where you can engage and share content in real-time. It’s great for Live Q&A sessions, property tours, market updates, or interviews with local experts. You can schedule a monthly or bi-monthly Facebook Live session to build your brand or answer questions about properties to seal the deal.

8. Facebook 360° Photo

Facebook allows you to share an immersive, panoramic view of a space. This is fantastic for real estate agents who want to show more details of a specific room or an entire property. If followers have more questions about a specific area or space, use the 360 feature.

Remember, it’s not about sharing your listings. Your content should be informative and engaging, helping individuals at different stages of their buying journey.

Maintaining a Consistent Presence

You do not have to do all the types of posts we mentioned here, especially if you’re managing social media marketing on your own. Facebook for real estate agents should not be time-consuming as you’ll spend most of your time working with clients, showing properties, and closing deals.

Find the right mix of video, text, and image types. Within this mix, include educational and sales/promotional content. Take the guesswork out of content by creating a content calendar with the exact type of content you’ll be posting each day. Start with one post a day and increase as time and resources allow. Consistently posting and sharing content increases your follower count, authority, and organic leads.

Leveraging Facebook Advertising for Real Estate Agents

Even with a consistent organic strategy, you cannot guarantee that you’re reaching your ideal lead. Facebook advertising for real estate agents allows you to tailor campaigns based on multiple demographics, creating a sniper approach to your lead-generation efforts.

Its retargeting feature allows you to remind potential leads to work with you even when on different platforms. Moreover, with 3 million active real estate agents in the US, you’re competing with the best of the best.

Even a small ad budget is enough to get you high-quality leads, grow your brand, and support your organic content efforts. You can boost well-performing organic content or create videos and image content for the sole purpose of promoting with Facebook ads.

You’ll need to set up a Meta Business Suite account that will manage ads across all Meta apps (Messenger, Instagram, and Facebook). Connect your newly created Facebook page (and Instagram Business Account) to your Meta account.

You can now create a Meta Ad Account (and a Meta Pixel for retargeting purposes) and get your first campaign up and running. Once you set these up successfully, you can access the Ad Manager from your Facebook page.

Real estate agents see success in combining ads with organic content. Don’t hesitate to run monthly ads to attract buyer or seller leads.

Facebook Ad Best Practices

When creating ads, make sure to follow best practices that allow you to get the maximum return on your investment.

• Define your target audience using advanced targeting to reach specific demographics. Include location, age, interests, profession, and any other qualities to ensure your ads are seen by potential buyers and sellers.
• You’ll have access to almost all the content formats available. Carousel ads, video ads, slideshows, and lead ads to effectively showcase properties.
• Establish a daily budget based on your goals. Even a few hundred dollars per month can produce leads and sales. You can test more than one ad using A/B testing to see which copy works best.
• Facebook has a retargeting system you can use when creating your ad. This allows you to show a follow-up ad or the same ad on Instagram, providing a much-needed reminder.
• Once the ad is up and running, track your ad’s performance. Compare ads if you set up A/B testing and go with what works best.
• Some ad types work better than others. Use the Meta Ad library for ideas in your niche you can recreate

Facebook posts for real estate agents that can be used for ads include:

1. Video Walkthroughs
2. Carousel ads that showcase different rooms or properties in a single ad with a swipeable carousel.
3. A virtual tour with 360° View
4. Just listed/just sold announcements
5. Lead Ads and Forms to help you capture contact information
6. Before and after staging images/video
7. Neighborhood and lifestyle videos

Use high-quality images and video for carousels and walkthroughs. For all copy, use short sentences and simple language that focus on the benefits and features for buyers.

Building Community Through Facebook Groups

If you’re not utilizing Facebook Groups, you’re missing out on opportunities to become known in your area, build your sphere of influence (SOI), and get leads directly in your Facebook Messenger inbox.

Over 1.8 billion people use Facebook Groups and are involved in at least 5 groups. Groups have high engagement rates, with some of the best having up to 80% engagement.

With groups, like-minded people interact, share information, and make connections. Joining and engaging in the right groups can help you land red-hot leads. You can either join relevant Facebook groups or make and cultivate your own.

Joining Facebook Groups

Active, well-moderated groups have individuals who can potentially turn into valuable clients. You can join these groups and establish credibility. The biggest advantage is that these groups are already active and managed, so you don’t need to worry about managing your own.

Best Facebook Groups for Real Estate Agents

Some recommended groups to join include:

• Local community Groups
• Neighborhood Groups (What’s Happening in [Neighborhood])
• Buying and Selling Groups
• Real Estate Groups
• Local Business Groups
• Local Toastmasters/Networking Groups

Search for groups nearest to you or relevant to your area. For any group you decide to join, find out what value you can add. You’re not there to shamelessly promote your listings, coming off sales-y and needy. Just provide valuable information, resources, and advice. Be consistent with commenting and engagement.

Answer questions related to your expertise. When appropriate, offer listings, framing them in a way that provides value. Facebook groups also present networking opportunities, so feel free to connect with like-minded people.

Creating Your Own Facebook Group

There is also tremendous value in creating a private group. You can build a highly engaged audience of buyers and sellers.

For instance, if you’ve recently sold a home or helped a seller, create an exclusive VIP group where you’ll share new listings with them first. Other effective Facebook groups include:

• Advice for home buyers and sellers
• A real estate investment club
• Luxury real estate advice
• Neighborhood or community-based details

You can easily create a group with the Facebook app. Tap on the menu, then the ‘Groups’ shortcut. This opens all existing groups you are a part of.

If you’ve never created a group before, click on the ‘Create Group’ option.

If you have other groups, click on ‘Your Groups’ at the top then click the ‘Create Group’ button.

Choose the name and whether the group will be Public or Private. Add an image and other relevant information, and you’re ready to go.

With your personal Facebook group, it’s all about providing value and building meaningful relationships. Post weekly content and share listings relevant to the group. Run a weekly poll or ask a question to build engagement and grow the community.

About once a month, go Live exclusively for your group, letting them know in the days leading up to your Facebook Live. The Live can be a Q and A, advice on home-buying tips, mortgage updates, or the best time to sell a home.

The time commitment to your Facebook Page is the biggest challenge, compared to joining an existing, established group. However, the tradeoff is a strong brand authority and full control of the content.

Measuring Performance & Optimizing Your Strategy

The typical Facebook for real estate agents strategy should include:

• An optimized personal profile and business page
• Weekly content ideas
• Scheduled content – video, carousels, images, and Stories
• An ad account for lead generation
• Either joined or created a Facebook Group

Next, it’s time to measure the effectiveness of your Facebook strategy. Facebook has built-in analytics tools that give you a snapshot of your page or profile’s performance. From your Business Page’s menu, click the ‘Insights’ option for basic statistics. If you’re running Facebook ads, under your Ad Manager will have detailed metrics based on your campaigns.

Real estate agents should track:

• Leads and Conversions: How many interested leads, contacts, and closed deals were exclusively from your Facebook efforts?
• Engagement: Post engagement, such as likes, comments, shares, and saves.
• Click Through Rate (CTR): How many people/users clicked on links to your website?
• Cost Per Lead (CPL): This should help you determine the efficiency of your ads
• Return on Ad Spend (ROAS): If you spend $1,000 in ads, and get $10,000 in cash or commissions collected, you have a 10X ROAS. The cash or commissions must be directly linked to Facebook ads.

These statistics can help you learn what’s working and what’s not. That data helps with making tweaks for even better performance.

Optimizing Your Facebook Strategy

Oftentimes, you will notice some posts and ads perform better than others.

Double down on content or ad creatives in that style for greater reach. If your engagement, CTR, or leads are underperforming, reevaluate and refine your content and copy.

Facebook, as with other social platforms, requires experimentation. Test different organic posts and ad formats to see what works and what does not.

Insights will also show you what times your content performs best. Consider changing up your times and days for maximum engagement.

Sometimes, your content hook, the call to action (CTA), or images need changing. Work with a freelance copywriter or consultant who is skilled in conversions to look at your strategy or help you create new content.

Facebook for real estate agents can feel overwhelming, but just 30 minutes every week reviewing your analytics and making small changes compounds to improve performance.

Staying Updated with Facebook’s Changing Algorithm

Facebook frequently updates its algorithm to meet the needs of its users. For instance, the latest 2025 update prioritizes user engagement. Watch time, likes, and shares will determine its probability of sharing your content with others. Short-form video, groups, and events will take priority.

Aspects like the Facebook feed now prioritize posts and content that aligns with individual preferences using signals such as who posted the content, its type, interactions, and timing to assess relevance.

Facebook also acknowledges the rise of artificial intelligence (AI). It will seek to reduce the visibility of low-quality AI-generated content.

From a business strategy perspective, keep abreast of these changes and let them guide your content. Focus on creating high-quality engaging posts, helpful ads, and thoughtful comments in Facebook Groups.

Subscribe to email and blog content from sources like Meta, HubSpot, and Social Media Examiner as they cover trends and changes in the algorithms. Join industry forums, groups, and digital marketing newsletters for insight into what’s working for others.

The world is changing. In many ways, every business is a media entity. The faster you can create content and adapt to changes, the better your performance.

Final Thoughts

Facebook for real estate agents is non-negotiable. Your potential customers hang out there, if only for a few minutes a day.

Creating and sharing content on your personal and business profiles boosts your reach and helps you secure more leads. Getting involved in local groups helps you to become more known and trusted as a helpful, effective agent.

The Meta infrastructure also means your ads can reach millions of users on Facebook (and Instagram), helping you to capture high-quality leads.

Follow the mentioned steps to create your business page and start sharing content that generates interest and increases conversions.

Don’t hesitate to combine social media with traditional methods, such as direct mail marketing, for better results.

Facebook will be an effective resource for real estate agents for years to come, so make it part of your strategy, ASAP!