When your livelihood depends almost solely on lead generation, you’ll try almost anything to get your message out there — especially when you’re a real estate agent. Agents often turn to Facebook ads to get their name 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.
But 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 to copy and tailor to your market.
There are several versions of real estate ads throughout Facebook. While some work great and grab people’s attention, others fall flat. So what makes some ads work while others fall into the newsfeed abyss?
One of the best ways to answer this question is to take a closer look at the ads getting the results a real estate agent needs.
Best Practices for Real Estate Facebook Ads
Before we jump in, 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 a few 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 professional headshot, keep it consistent throughout your ads.
High quality images: Use high-quality, clear images, videos, and pictures and ones which pop against the background of a newsfeed. Prospective buyers expect to see professional pictures in listings, and the same goes for in the real estate ads.
Touch on emotions: As you know, purchasing a piece of real estate is full of emotions. Include copy to your ads appealing to buyer’s and seller’s fear, excitement, desire for a better lifestyle, etc.
A defined target audience. As a real estate agent, you likely have a niche. Whether it’s working with first-time buyers, condo sales, or working with clients who speak another language, for example. Like your career, your Facebook ads should have a defined target audience.
Let’s look at a few examples where these best practices were used in the real world, and how these same ads can inspire your next lead-generating campaign.
Want more nuts and bolts on how to run Real Estate Facebook Ads? Here’s our complete guide.
6 Real Estate Facebook Ad Examples
#1. Keep it Simple and Approachable
This first example works for three main reasons.
First, the message is one of approachability. In the current world of a seller’s market full of bidding wars and higher home prices in many parts of the country, the thought of buying a home can be overwhelming. This ad appeals to the ones 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. It stands out against the sea of white in potential homebuyer’s newsfeed.
Lastly, the target audience is clearly identified. This ad is targeting anyone who is searching for a home in the Santa Ana area, whether they are new to the process or have bought multiple homes. This ad continues to emphasize the ease of the homebuying 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 – they work. If you’re in the market for a new home or 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 not to wait to make an appointment.
In this particular ad, the key details are listed and 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 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 they are curious and have a basic understanding of what the property is about. You’re also letting them know you can help them see the property for themselves whether they have agent representation or not.
#3. The “Just Sold” Ads
The answer to a Just Listed ad is where you advertise properties recently sold in a targeted area. The Just Sold ads target a specific group of people by zip code and within a defined local area.
These ads let’s everyone know that you are experienced in the local market and you have what it takes to get a property sold. These ads work well for targeting potential sellers, but it also gives 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, or learning 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 this 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” which creates a greater sense of exclusivity.
Not only does this ad use gorgeous photography highlighting 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 the potential buyer 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 how it sounds. You feature an image or video of clients who are happy with the service they received from using you as an agent. This adds further credibility for you and lets others know they would benefit from choosing someone like you.
This type of ad works 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 multiple bidding war situation or as 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, new construction and old homes, there’s always something exciting and new to talk about within real estate.
Creating Facebook ads which 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, you can address concerns up front 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 such a current copy 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 the 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 market.
Looking for More Great Real Estate Facebook Ad Examples?
While the examples above are good ones, we know you may need something more specific for your market or target audience. Don’t worry, we have you covered! Facebook actually has a super easy way to find even more inspiration.
Did you know 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 take a queue from past success, and your ads will gain traction faster than you can say “under contract.”