Add a Facebook Pixel to your Real Estate Website | Why and Whats Next!

Add a Facebook Pixel to your Real Estate Website—the Why and Whats Next!

This article is going to be direct and to the point! YES, you should install a Facebook Pixel on your website; however, it will not be the quick fixel you may have been told!

I have heard Glenn Twiddle, Tom Panos and Peter Gilchrist talk about the Facebook Pixel in videos. It is vital; however, there is a little bit more to it than that, and I would like to give some clarity on it in this short tip. If you want to know even more check out “There’s no quick fixel”.


What is the Facebook Pixel?


When you search on Google, this is the answer you get.

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use the Pixel to: Make sure your ads are shown to the right people.

Okay that sounds easy, right? Well, I want to simplify it even more. The Facebook pixel is essentially like a spiders web that tracks the movements of bugs that get stuck in it. If you are smart, you can make sure you put information in front of only the bugs – or viewers – that you want to and exclude the ones you do not.

All of this sounds great, yes? However, before you even think about the pixel, you need to answer one crucial question  – how do you drive people to your website in the first place?

Here are some things you need to think about before worrying about the pixel. First, you need to set up Google Analytics and measure your website traffic and what type of content converts. Secondly, you need to look at the link structure of your current site to see if it is correctly set up to create the right audiences.

Here is an example. If you have pages that you think a seller will go to, make sure the link contains segregation. So you want to deliberately segregate your content into categories.

For example, for a real estate business, you will have different content for buyers, sellers, investors, renters and landlords. Using the ‘sell’ category in your URL, you can differentiate this segment, like this This way later, once you have driven enough traffic, you can make an audience out of any URL that contains

I hope this makes sense! If it does not, there are some great courses on It is incredible what you can learn from this site in more areas than just Facebook ads.

Next, you need to think about different ways to drive traffic – the right traffic! – to your real estate websites

  • SEO. This is one of those things that you hear about, but don’t always know what it means. Basically, what keywords do people use when they search for a real estate agency in their Suburb?By the way, there was a hint in that. Do you have a strategy in place for this?
  • SMS/MMS– property alerts sent to buyers with new property listings and alerts sent to sellers with fresh sold prices. Did you know, SMS has a higher click-through rate than email.
  • Pay Per Click- You can use search term campaigns to find people who search for “Sell My Home” in your area.)
  • Facebook ads- Drive people to your website with Facebook ads.

That’s just the start. Honestly, there are a tonne more things you can do to drive traffic to your website. However, this is not an article about traffic, we’re talking about the Pixel.

My first and only real estate boss always used to say, do not put the cart before the horse. This is precisely the point I am trying to make here. It is better to work on a strategy that drives traffic to your site before worrying about Facebook’s Pixel. If you already have a high volume of traffic than that is fantastic. Install the Pixel now and start creating your custom audiences for retargeting.

Here are some other things that can help you along the journey.

There is so much to online marketing, a lot more than you may think. Personally, I got excited about it when I owned my real estate business. I wanted more inbound leads and I saw the potential to use it to make more money. My sales process was super streamlined. All I needed to do was add more incoming leads, and I knew what the result would be. And yes, I had more leads and more conversions, which equalled more sales and more commissions.

If you can’t tell, I love talking about real estate marketing. If you want to chat more about putting a strategy in place to tackle driving traffic to your website feel free to reach out to me on LinkedIn. If you mention this article specifically, I will have the Pixel installed on your website by our team of real estate virtual assistants for FREE!

If you like this article, don’t hesitate to share it across your social profiles!


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With 13 year’s experience in Real Estate, 7 years running businesses, 6 years running offshore teams and importantly the Managing Director of a Real Estate Specific Offshore Staffing Solution for the past 3 years. Stephen Atcheler is an expert in helping businesses implement offshore solutions to help them scale, reduce internal wage costs, create automation and develop an online footprint.

Stephen Atcheler

The Marketing Manager and Coordinator of ShoreAgents, Angie Dayrit has built her career in the Marketing field for 5 years.
Since the early age of 20, she has been exposed to the positivities and possibilities of top career industries.
She’s a firm believer of the power of out-of-the-box thinking–taking in the key things of traditional marketing while openly embracing the technological advancements of Marketing.

Angie Dayrit

CIPS, TRC, Founder and Managing Director of property management business solutions company ireviloution is an international real estate identity who has coached, mentored and trained over a thousand of property management teams and business to success and thousands of individual property management business owners and property managers worldwide.

Jo-Anne Oliveri

A co-founder of LockedOn – a powerful, easy-to-use real estate CRM platform that makes listing and selling simple. With over 15 years in software development experience in the real estate industry, Iain has helped create software solutions that have enabled thousands of agents create lasting relationships with their customers.  

Iain French

He is the Founder of the hugely successful Offer Management Platform, Market Buy, and a career real estate agent spanning 22 years. He has worked in all facets of real estate and has won many awards over the years for Innovation, Sales volume, and office performance. Dave is dedicated to improving the real estate industry and providing agents with the tools they need to survive and thrive in an ever-evolving business environment.

Dave Stewart

She is the founder of Rent Roll Starter and specialises in helping independent real estate agents to start and build their own Rent Rolls, using affordable (and sometimes free) marketing and growth strategies.

Ellen Bathgate

He is the Co-Founder and CEO of the Melbourne-based proptech start-up Rental Heroes. He is passionate about applying innovative digital solutions to help people connect better. Like many Australians, Ben and his co-founder Dom, have been both tenants and landlords. They founded Rental Heroes because they saw an opportunity to speed up issue resolution and automatically handle common tenant requests 24/7 (everything from a broken dishwasher a to pet requests!). Rental Heroes have launched their AI-chatbot “Alex” - who helps property managers by liaising directly with tenants to handle everyday requests and issues.

Ben Burton

With more than 15 years experience as a professional real estate photographer, Brad has a deep understanding of what it takes to showcase a home in its best light. After photographing homes all day and editing them all night, Brad decided to create, which has become the ultimate photo editing portal for everyone from professional photographers, real estate agents, to property managers.

Brad Filliponi

With extensive digital experience spanning over 30 years, He is a full-service mobile marketing business specialist and chatbot ninja. Mike helps empower small business owners and real estate agents to achieve marketing success on Facebook by generating leads through conversation.

Mike has built the marketing platform and designed the Facebook strategy using old school systems so that Real Estate Agency owners can build the most effective marketing lists as well as own the data from advertising and marketing. Following Mike’s vendor paid 12-point strategy over 12 weeks will build a list of over 1,000 prospects segmented into Buyers and Sellers that teaches Facebook who should see your ads in the future.

Mike Hillsdon

A marketing consultant, writer, and a social entrepreneur. For the last two years, he’s been engaged in Australian real estate marketing, media broadcasting, and shared services marketing.

He has a great passion for evolution in terms of learning which develops a holistic facet in his personality.

Ejay Manalansan

Sarah has emerged as a highly sought after speaker and panelist on the intersection of artificial intelligence and human systems in real estate. Sarah is passionate about helping agents and organisations to understand this new technology, simply, so they can make confident and informed decisions about how to adapt to a future of work where human and digital resources collaborate.

Sarah Bell

Joel is the founder of Property TV and has worked with some of the most innovative companies in Australia, USA and Europe. He is the former CEO of Californian PropTech entity Transmit Data and former CIO for a Silicon Valley technology incubator, Joel has been at the forefront of property marketing and technology for the past 15 years. Joel is also the former CIO of the Australian Property Institute and former Head of Technology for real estate franchise group, Raine & Horne.

Joel Leslie

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