Real Estate Facebook Ads

Effective Strategies for Creating High-Converting Real Estate Facebook Ads

Picture of Stephen Atcheler
Stephen Atcheler


Importance of Facebook Ads in Real Estate Marketing

Facebook Ads play a crucial role in real estate marketing by providing a powerful platform to reach a large and targeted audience. With over 2.8 billion active users, Facebook offers real estate professionals an unparalleled opportunity to connect with potential buyers and sellers. By leveraging Facebook’s advanced targeting features, real estate agents can create highly specific ads that reach people based on location, interests, and behaviors.

Facebook Ads are not only effective for generating leads but also for nurturing them. By consistently engaging with your audience through well-crafted ads, you can build trust and establish your brand’s authority in the real estate market. This consistent engagement helps in converting leads into loyal clients, ultimately expanding your market reach.

Moreover, Facebook Ads provide real estate professionals with various ad formats such as image ads, video ads, carousel ads, and more. Each format caters to different marketing needs, allowing you to showcase properties, share client testimonials, and promote your services in a visually appealing manner. Utilizing these ad formats effectively can significantly enhance your marketing efforts and drive higher conversion rates.

Facebook Ads are indispensable for real estate marketing. They offer a versatile and efficient way to reach a broad audience, generate quality leads, and nurture those leads into long-term clients. By understanding and implementing effective Facebook Ad strategies, real estate professionals can achieve substantial growth and success in their marketing endeavors.

Types of Facebook Ads and Their Use in Real Estate

Different Types of Facebook Ads and Their Use in Real Estate

Understanding the variety of Facebook Ads available and their specific uses is essential for crafting effective real estate campaigns. Each ad type offers unique advantages that can help you reach your marketing goals.

Image Ads

Image ads are straightforward and visually appealing. They are ideal for showcasing individual property listings or promoting your real estate brand. The recommended image size is 1200 x 628 pixels to ensure optimal display across devices.

Video Ads

Video ads offer a dynamic way to engage your audience. Use short videos, typically up to 15 seconds, to provide virtual tours of properties or share client testimonials. The preferred aspect ratio for video ads is either 16:9 or 1:1.

Carousel ads allow you to feature multiple images or videos in a single ad. This format is perfect for showcasing several properties or providing step-by-step guides. The ideal image size for carousel ads is 1080 x 1080 pixels.

Slideshow Ads

Slideshow ads are lightweight video ads made from a series of images. They are useful for creating engaging content without the need for video production. The recommended image size for slideshow ads is 1200 x 720 pixels.

Collection Ads

Collection ads highlight a range of products or services, making them suitable for property showcases or service overviews. The cover image should be 1200 x 628 pixels to capture attention effectively.

Lead Ads

Lead ads are designed to collect leads directly within Facebook. They are particularly useful for capturing contact information for follow-up. The recommended image size for lead ads is 1200 x 628 pixels.

Dynamic Ads

Dynamic ads personalize the ad content based on user behavior. These ads are excellent for retargeting visitors who have shown interest in specific properties. The image size for dynamic ads should be 1200 x 628 pixels.

Messenger Ads

Messenger ads initiate conversations with potential clients directly in Facebook Messenger. These ads are ideal for personalized interactions and answering inquiries. Ensure the image size is 1200 x 628 pixels for the best results.

By leveraging these various Facebook ad types, real estate professionals can create tailored campaigns that effectively reach and engage their target audience, ultimately driving higher conversion rates.

Connecting Facebook Leads to Your CRM

A pile of blue Facebook logo tiles is scattered, symbolizing the widespread and omnipresent nature of the social media platform.

Integrating Facebook leads into your CRM system is vital for streamlining your real estate marketing efforts. This ensures that every lead generated through Facebook Ads is automatically captured and organized, making follow-ups more efficient.

Integration Methods

Facebook offers built-in CRM integrations that make connecting your leads straightforward. You can link your ads directly to popular CRM platforms, such as Salesforce, HubSpot, or Zoho, allowing for seamless data transfer.

For more customized workflows, tools like or Zapier can be used. These platforms enable you to create specific automation rules, ensuring that leads are routed to the correct team members and follow-up actions are triggered based on lead activity.

Automating Follow-ups

Automating follow-ups is crucial for maintaining engagement with your leads. You can set up automated email sequences that nurture leads over time, keeping your real estate brand top-of-mind.

Additionally, trigger actions in your CRM based on lead interactions, such as opening an email or clicking on a link. This allows your sales team to focus on the most engaged leads, improving the chances of conversion.

How to Guide on Setting Up Facebook Ads and the Pixel Properly

Two screens display various graphs and statistics related to website analytics. A person is pointing at one of the charts with a pen, while a laptop and a pair of glasses rest nearby.

Setting up Facebook Ads and the Facebook Pixel is a fundamental step for real estate professionals aiming to maximize their advertising effectiveness. Proper setup ensures accurate tracking and more efficient ad targeting.

Creating a Facebook Business Manager Account

To start, you need a Facebook Business Manager account. This centralized platform allows you to manage all your Facebook marketing and advertising activities.

  • Go to Facebook Business Manager and click on “Create Account”.
  • Enter your business name, your name, and your business email address.
  • Follow the prompts to complete the setup process.

Setting Up Your Facebook Pixel

The Facebook Pixel is a piece of code that you place on your website to track visitor actions. It helps you understand the effectiveness of your ads by monitoring the actions people take on your site.

Steps to Create and Install the Pixel

  • Go to the Events Manager in your Facebook Business Manager account.
  • Click on “Pixels” and then “Add”.
  • Follow the instructions to name your pixel and enter your website URL.
  • Copy the pixel code provided by Facebook.
  • Paste the code into the header section of your website’s HTML.

Verifying Pixel Installation and Tracking Events

  • Use the Facebook Pixel Helper Chrome extension to verify that your pixel is installed correctly.
  • Set up event tracking to monitor specific actions, such as page views, leads, or purchases.
  • Go back to the Events Manager to test your pixel and ensure it is capturing data.

Creating Your First Ad Campaign

Once your pixel is set up, you can create your first ad campaign. This involves selecting your campaign objective, defining your target audience, setting your budget, and designing your ad creatives.

Choosing Your Campaign Objective

  • Select a campaign objective that aligns with your marketing goals, such as lead generation, traffic, or conversions.

Defining Your Target Audience

  • Use Facebook’s targeting options to define your audience based on demographics, interests, and behaviors.
  • Consider creating custom audiences from your existing customer lists or website traffic.

Setting Your Budget and Schedule

  • Decide on a daily or lifetime budget for your campaign.
  • Set a start and end date for your ad run.

Designing Your Ad Creatives

  • Create visually appealing ad creatives using high-quality images or videos.
  • Write compelling ad copy that highlights the benefits of your properties or services.

Reviewing and Publishing Your Campaign

  • Review all your settings and ensure everything is accurate.
  • Click “Publish” to launch your campaign.

By following these steps, real estate professionals can set up effective Facebook Ads and pixel tracking, ensuring their campaigns are well-targeted and data-driven.

Optimizing Ad Copy for Real Estate Facebook Ads

A notebook with a Facebook logo and the text "Facebook Ads" is placed on top of several hundred-dollar bills. Two darts, one yellow and one red, lie next to the notebook, symbolizing targeting in advertising.

Creating compelling ad copy is crucial for the success of Real Estate Facebook Ads. The right words can captivate your audience, highlight the benefits of your properties, and drive potential buyers to take action.

Crafting Attention-Grabbing Headlines

Your headline is the first thing potential buyers see, so it needs to grab their attention immediately. Use clear and concise language that highlights the key benefits of the property. For example, “Stunning 3-Bedroom Home with Ocean Views” is specific and enticing.

Emphasizing Unique Selling Points

Focus on what makes the property unique. Is it the location, the amenities, or the price? Highlight these features in your ad copy. For instance, “Located in a top-rated school district” or “Includes a private pool and garden.”

Incorporating Testimonials

Adding testimonials from satisfied clients can build trust and credibility. Use quotes from previous buyers to show the positive experiences others have had. For example, “We found our dream home thanks to this amazing team!”

Creating a Sense of Urgency

Encourage potential buyers to act quickly by creating a sense of urgency. Phrases like “Limited time offer” or “Schedule a viewing today” can prompt immediate action. This technique can significantly increase your conversion rates.

Using Clear Calls to Action (CTAs)

A strong call to action guides your audience on what to do next. Whether it’s “Contact us for more details” or “Book a tour now,” make sure your CTA is clear and compelling. This directs potential buyers to take the next step.

Keeping It Simple and Direct

Avoid jargon and keep your language simple. Direct and clear communication is more effective in catching the attention of your audience. Short sentences and bullet points can make your ad copy easier to read and understand.

By optimizing your ad copy with these strategies, real estate professionals can create more engaging and high-converting Real Estate Facebook Ads, ultimately expanding their market reach and achieving better results.


A computer screen displaying the Facebook logo with thumbs-up "like" icons floating around it, next to large blue Facebook icons.

Real Estate Facebook Ads are a powerful tool for expanding market reach and generating high-quality leads. By understanding the various types of Facebook Ads and their specific uses in real estate marketing, professionals can craft campaigns that resonate with their target audience. Implementing detailed ad specifications, integrating leads into a CRM, and automating follow-ups ensure that no potential client is overlooked.

Setting up Facebook Ads and the Facebook Pixel properly is crucial for tracking and optimizing ad performance. By following a step-by-step guide, real estate professionals can ensure their campaigns are well-structured, targeted, and data-driven. Additionally, creating compelling ad copy that highlights unique selling points, incorporates testimonials, and includes clear calls to action can significantly increase engagement and conversion rates.

In conclusion, leveraging Facebook Ads effectively can lead to substantial growth and success in real estate marketing. Real estate professionals are encouraged to start experimenting with these strategies and tools, continually refining their approach to maximize results. By implementing the techniques and tips provided, they can enhance their marketing efforts, build stronger client relationships, and achieve their business goals.

For more insights and support in real estate marketing, consider partnering with ShoreAgents to optimize your advertising strategies and expand your market reach.

About the Author

Meet Stephen Atcheler, the Managing Director of a Real Estate Virtual Assistant Company. Stephen has been working in the industry since 2013 and has a wealth of experience in making outsourcing work for real estate businesses. He fell in love with real estate at a young age and has been working in the field since 2005. Stephen's passion for real estate and helping other business owners thrive led him to start his own real estate business in 2012, and eventually, to establish a real estate virtual assistant company to take it to the next level. Stephen's wealth of experience and knowledge in real estate and outsourcing make him the perfect person to guide you in setting up your own virtual assistant team. Feel free to reach out to him on Facebook, LinkedIn, Twitter, or Instagram.

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