When your livelihood depends almost entirely on lead generation, you’ll try just about anything to get your message out there — especially when you’re a real estate agent.
Agents often turn to Facebook ads to get their names out to warm prospects and generate leads for potential buyers and sellers. But, knowing what to say and who to target can feel as complicated as negotiating a purchase agreement.
Here’s a little secret — you don’t have to come up with a brilliant marketing campaign that no one has ever seen before. Instead, you only need a handful of proven real estate Facebook ad examples that you can copy and tailor to your market.
There are several versions of real estate ads on Facebook. While some work great and grab people’s attention, others fall flat. So what makes some ads work while others disappear into the newsfeed abyss?
One of the best ways to answer this question is to take a closer look at the ads getting the kind of results any real estate agent would want.
11. Offer a freebie
14 Real Estate Facebook Ad Examples
Here are a few of the best examples of real estate Facebook ads that actually work.
#1. Keep it Simple and Approachable
This example works for three main reasons.
First, the message is one of approachability. In the current seller’s market that is full of bidding wars and higher home prices, the thought of buying a home can be overwhelming.
To combat any negative feelings associated with searching for a home, this ad appeals to homebuyers who crave simplicity. It’s a simple yet calming and effective message.
The second reason why this ad works is because of the imagery. It is crisp, sharp, and clean. The image stands out against the sea of white in potential homebuyers’ newsfeeds.
Lastly, the target audience is clearly identified. This ad is targeting anyone who is searching for a home in the Santa Ana area. The ad continues to emphasize the ease of the home buying process to those in a specific geographic area.
#2. The “Just Listed” Ads
There is a reason why these types of Facebook ads are so popular within the real estate world. In a nutshell, they work.
If you’re in the market for a new home or are thinking of selling your current place, nothing piques your curiosity more than seeing what’s hitting the market in real-time.
A “Just Listed” ad provides the much-needed urgency to let potential buyers know you have something new on the market and that they should not wait to make an appointment.
In this particular ad, the key details are listed. This includes specific information regarding showings. Notice the language is a little more “casual” versus the cliche real estate descriptions you so often see within the Multiple Listing Service (MLS) or other listing sites.
This ad also works because it includes a short video with a detailed introduction to the home. When someone interacts with this ad, you will know right away that they are curious and have a basic understanding of what the property is about.
You’re also letting prospective buyers know you can help them see the property for themselves whether they have agent representation or not.
#3. The “Just Sold” Ads
The opposite of a “Just Listed” ad is when you advertise properties recently sold in a targeted area. “Just Sold” ads target a specific group of people by zip code and within a defined local area.
These ads let everyone know that you are experienced in the local market and have what it takes to get a property sold. They work well for targeting potential sellers, but they also give potential buyers an understanding of what is selling (and the prices) in their area.
You can use this same concept for an “Under Contract” or “Coming Soon” ad. Notice how much detail is listed for the contact information, including the agent’s phone number and email. Alternately, people can learn more by clicking.
#4. Creating an Exclusive Feel
We all want to feel as if we are a VIP in some way, and the world of real estate is no different. This ad appeals to that emotion by making the reader feel as if they are the only ones who have access to this Facebook ad and property.
Notice the short but impactful sentence of “Homes you can’t find on other sites.” This creates a greater sense of exclusivity.
Not only does this ad use gorgeous photography that highlights the amazing setting and design, but it appeals to people’s desire to gain exclusive access to something special.
#5. The Testimonial
This type of ad appeals to potential buyers who might need a little more convincing. If they don’t want to take your word for how awesome you are, then let one of your satisfied clients tell the story for you.
A testimonial is exactly what it sounds like. You feature an image or video of clients who are happy with the service they received when using you as an agent. This increases your credibility and lets others know they would benefit from working with you.
These types of ads work well with a stand-alone image, but a video ad is even more impactful. You can also use examples for a highly-targeted audience, such as a buyer who had success using you in a bidding war situation or a first-time homebuyer.
#6. Staying Current and Relevant
One of the most exciting aspects of real estate is the constant movement. Between the interest rates, inventory shortages and surpluses, as well as new construction and old homes, there’s always something exciting and new to talk about within real estate.
Creating Facebook ads that reflect the current marketplace is another successful tactic. With these ads, you can directly address what concerns buyers and sellers the most.
You don’t have to worry about using the same stale language you see with other marketing materials. Instead, you can address concerns upfront and grab someone’s attention.
This particular example used the uncertainty of COVID-19 and the impact it had on the features people were looking for in their new properties.
It would be hard to run this type of ad in a real estate magazine. But, for an online ad, you can change the messaging as frequently as needed while addressing the most up-to-date concerns.
Another bonus with this ad is the free offer to receive a personalized report. It’s another indication you are on top of the trends in the market and know how to handle the constant changes in the real estate industry.
#7. Incorporate Video
We’re used to seeing real estate ads loaded with pictures, but video is another great tool to catch someone’s attention. If you’ve uploaded a video for the actual listing, then you can easily modify it to work for Facebook.
Depending on where your video ad is placed (the newsfeed, Instagram, or somewhere else), your video can be up to 240 minutes long. Yes, you read correctly — minutes.
While you may have that crazy amount of time, we don’t recommend it. Typically, you’ll see ads no longer than two minutes.
If you do use video, it’s highly recommended you also use captions. Many people scroll through Facebook with the volume turned down while they’re waiting somewhere, so don’t make them guess what your ad is about.
#8. Put a Face With a Name
Real estate is all about the personal connection. Sure, anyone can share a picture of a lovely home, but sometimes people need to see who is behind the ads. Incorporating your picture is a smart way to show your professionalism and maybe even a part of your personality.
Here’s an example of how a professional headshot takes the ad up a notch:
This ad stands out because the headshot is both high quality and professional, plus you have a beautiful home in the background that makes it obvious it’s a real estate ad.
Another benefit of this ad is how easy it is for someone to contact the agent. The phone number is listed immediately above and below the picture, or you can simply click. There’s no guesswork involved if you want to contact the agent.
#9. Share Your Background
There are thousands of agents across the country. Sometimes it helps to share your personal background so that potential clients get to know you a little better.
Perhaps you have a unique career path or grew up in the same neighborhood where you also happen to work now. A background story is a perfect opportunity for people to find out what makes you stand out.
Here’s an example of an agent sharing their history:
This ad works because it shares the agent’s career path. It might be just the information someone needs to feel comfortable calling and connecting with the agent.
#10. Highlight Involvement in the Community
It’s common for real estate agents to be actively involved in the community. After all, it’s where they live, work, and grow their network.
Facebook ads are a smart way to promote a community activity or charity you’re involved in. It not only brings attention to the cause you’re promoting, but it’s one more chance to get your name and number in front of a potential client.
Here’s an example of a youth camp that a local real estate agent is promoting. It brings awareness to the opportunity for kids, plus it provides multiple methods of contact for the agents.
#11. Offer a Freebie
Real estate agents have a treasure trove of knowledge. As a result, people often turn to agents when they’re contemplating a home sale or purchase, even if it’s years down the road. Being considered a local resource is one way you build trust with your network and community.
You can build on this by offering helpful information as a freebie. Whether it’s a new homebuyer’s guide or explaining a complicated tax credit, put your knowledge on paper and offer it to potential clients for free.
Not only will you further cement your role as the “one to ask,” but you can pick up email addresses or contact information for potential clients.
#12. Include a Carousel of All Your Active MLS Listings
Any agent can use a stock photo of a typical home on the market. That said, don’t be afraid to showcase an actual listing.
While you may be hesitant to do this because the market is crazy and many homes go under contract right away, it could still be worth your time.
Showing a carousel of actual listings not only provides valuable information to a potential buyer who is on the hunt at that moment, but it also lets prospective buyers see what area you specialize in.
Maybe your listing doesn’t fit the person’s exact needs. However, if they see you’re selling homes in their zip code, then they may call you to list their own home when they’re ready.
#13. Use Attention-Grabbing Headlines
Like any other Facebook ad, using your ad’s “real estate” for an attention-grabbing headline is always a good idea.
You should ask yourself what would make people click or stop scrolling and pay attention to your ad. A headline with bold colors to break up the monotony is one way to do this.
This ad works because it’s not only a resource and an interesting fact for the reader, but the blue color makes the headline pop even more.
#14. Promote a Free Event
As an agent, you likely run a multitude of free events for the community throughout the year, or perhaps the brokerage you work with does. Facebook ads for real estate agents could easily include free events, not just the properties for sale in the area.
If you do promote a free event, make sure your guests know exactly what to expect. This ad does a great job of giving clear information about what attendees will learn at the free workshop.
Best Practices for Real Estate Facebook Ads
Before you get started, there are a few pointers to keep in mind when creating your real estate ad campaign. No matter what your ads look like, there are some basic concepts to keep in mind, including:
Consistent branding: Keep the messaging and branding consistent with your guidelines. Whether you have a tagline, a certain color scheme, or a professional headshot, keep it consistent throughout your ads.
High-quality images: Use high-quality, clear images, videos, and pictures. Also, use ones that pop against the background of a newsfeed. Prospective buyers expect to see professional pictures in listings, and the same goes for real estate ads.
Touch on emotions: As you know, purchasing a piece of real estate is full of emotions. Include copy in your ads that appeal to buyers’ and sellers’ fear, excitement, desire for a better lifestyle, etc.
A defined target audience. As a real estate agent, you likely have a niche. This can include working with first-time buyers, condo sales, or clients who speak another language. Like your career, your Facebook ads should have a defined target audience.
Want more nuts and bolts on how to run real estate Facebook ads? Here’s our complete guide.
Looking for More Great Real Estate Facebook Ad Examples?
While the examples above are helpful, we know that you may need something more specific for your market or target audience.
Don’t worry. We have you covered! Facebook actually has an easy way to find even more inspiration.
Did you know that you have access to the library of Facebook ads across many different categories, including real estate? Finding current ads your competitors are running has never been easier.
- Go to the Facebook Ads Library
- Select “housing” from the drop-down Ad Category menu
- Type in your competitor’s name or your market location
- See all the active Facebook ad campaigns
Creating next-level real estate Facebook ads does not have to be complicated. It only takes a little inspiration from other ads to understand what makes certain ads stand out.
Simply follow the best practices and follow the lead of successful ads. If you do this, your ads will gain traction faster than you can say “under contract.”
The Final Word on Lead-Generating Real Estate Facebook Ads
Creating real estate Facebook ads that generate leads can take your real estate business to the next level. Whether you are looking for buyers or sellers, the right ad can help you build your client base and establish yourself as an expert in your community.