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If you're not using Facebook ads to grow your real estate business, you're leaving serious money — and clients — on the table. Period.
With nearly 3 billion active users worldwide, and 196.9 million in the United States alone, Facebook remains one of the most powerful platforms for generating buyer and seller leads. But you need to understand how the system works, what rules apply to real estate, and how to stand out in a competitive feed.
This guide will walk you through:
- Whether Facebook ads still work for realtors
- How to advertise yourself effectively
- New Facebook rules specific to housing ads
- How to target the right people, even with restrictions
Let’s get into it!
Do Facebook Ads for Realtors Actually Work?
Facebook is a web traffic powerhouse, boasting around 16 billion visits in 2024, making it one of the most-visited websites online. This means you have an amazing opportunity to reach potential clients on this platform.
So, the short answer is yes, Facebook ads work for real estate agents — but only when they're done right.
The first thing to understand is that a digital ad is not a lottery ticket. It's a business tool. Facebook ads are highly effective for real estate agents who treat them as such.
High-performing agents prioritize a disciplined, results-focused strategy, rather than expecting instant wins. So, look at Facebook ads as a strategic investment in your growth.
Approach them methodically, and you'll have a powerful engine that helps you connect with motivated homebuyers and sellers, expand your prospect base, and continuously fill your pipeline with qualified leads.
Whether its advertising a free home valuation or your latest listing, a well-targeted ad with a compelling offer can generate qualified leads daily.
There are specific tasks that facilitate the success of your ads — or their failure.
Facebook Ads Are More Likely to Succeed If You:
- Use the right ad format (lead forms, landing pages, retargeting)
- Craft compelling visuals and copy
- Follow up promptly with leads
Facebook Ads Are More Likely to Fail If You:
- Send traffic to a generic homepage
- Skip the follow-up
- Ignore Facebook’s housing ad rules
How Do I Advertise Myself as a Realtor on Facebook?
Executing a Facebook ad is easier than you might think. You just need to follow a few guidelines. Here’s a step-by-step process to advertise yourself as a realtor in 2025:
1. Set Up Your Facebook Business Page
You’ll need a business page—not a personal profile—to run ads.
Be sure you're using a professional headshot and branded cover image, and double-check that you've filled out the "About" section and added a “Send Message” button linked to Messenger or a chatbot (so you never miss a chance to connect with leads).
2. Create a Campaign in Facebook Ads Manager
When setting up your campaign, you’ll be prompted to choose a goal. For real estate, the best starting points are:
- Lead Generation (using Facebook’s lead form)
- Traffic (to drive visitors to a landing page)
- Engagement (to build awareness and social proof)
3. Craft a High-Converting Ad
Your ad should answer this question: What’s in it for the viewer?
This is where your call-to-action comes in. What do you want the viewer to do and how can you entice them to take that action?
What is a Call-to-Action?
A call-to-action (CTA) is a clear, concise, and purpose-driven prompt or directive encouraging your audience to take a specific, desired action. Essentially, it's the "next step" you want your audience to take after seeing your ad, like “Learn More” or “Book a Showing.”
Example Facebook Ad CTA Concepts:
- "Book a Showing Before This Amazing Home Is Scooped Up"
- "Get Your Free Home Valuation Today"
- "See All Homes in [City] With Pools for Under $500K"
Want an ad that promotes your latest listing or recent sale? Order a 3-, 7-, or 14-day Facebook Ad from RSP USA, and it will all be done for you!
4. Use a Landing Page or Lead Form
Don’t send users to your generic website homepage. A better option is using Facebook’s built-in lead form to collect the name, email and phone number of your prospects.
You can also build a landing page using tools like Listings-to-Leads, KVCore, HighLevel, or LeadPages.
💡 Pro Tip: Connect your leads to a client relationship management (CRM) platform or email marketing tool, so you can follow up automatically.
What are the New Facebook Rules for Realtors?
Digital platforms frequently update rules, regulations and features, so it’s important to be up-to-date on things that will affect your business.
In this case, Facebook ads for Realtors now fall under Facebook’s Special Ad Category: Housing. This influences how you target your audience and the language you can use.
Key Rules for Advertising on Facebook as a Real Agent
- You must select “Housing” when setting up the ad campaign.
- You cannot target by zip code, age, or gender.
- You can use interest and location targeting — but with a radius of at least 15 miles.
- You must avoid language that implies exclusivity, guarantees, or discrimination.
Examples of Compliant Language in a Facebook Ad
- “Explore homes in [City] under $400K.”
❌ Non-Compliant: “Perfect for singles.” - “Find out what your home is worth today.”
❌ Non-Compliant: “We guarantee your home will sell.” - “Just Listed! Don’t miss this beautiful 3-bed, 3-bath home!”
❌ Non-Compliant: “Just Listed in an exclusive, family-friendly neighborhood.” - "Pet-friendly and close to public transport"
❌ Non-Compliant: “Ideal for young professionals only.”
How to Target Facebook Ads for Real Estate
Despite Facebook's targeting limitations for real estate, you can still achieve meaningful results with a strategic approach. Here’s how you can continue to reach qualified buyers and sellers:
1. Location Targeting
Start by leveraging location-based targeting—focus your ads on cities, neighborhoods, or areas where you actively do business or have listings, using Facebook’s required 15-mile radius.
2. Interest-Based Targeting
Facebook still permits interest targeting within the Housing category, allowing your ads to connect with people most likely to engage with your services. So, take advantage by selecting real estate-related interests, like:
- Zillow
- Trulia
- Realtor.com
- First-time homebuyer
- Mortgage calculator
- House hunting
3. Retargeting
When it comes to retargeting your leads, be sure to include the Meta Pixel in your strategy. This is a piece of JavaScript code you can add to your website to track visitor actions and measure the effectiveness of your Facebook ads.
With the Meta Pixel you can retarget people who:
- Visited your website
- Watched your video ads
- Opened your lead form but didn’t submit
Install the Pixel on your website or landing page for more accurate tracking and better ad performance.
4. Setting a Realistic Budget
So, start with $5–$15 per day for each ad campaign, and commit to a 7-day initial test period. Any shorter, and you might not haveenough data for meaningful analysis. During this timeframe, regularly monitor key performance indicators.
After the first week, you can evaluate your results and determine whether you're generating enough high-quality leads.
If your cost per lead is acceptable for you and your ads are consistently attracting qualified prospects, consider scaling up your budget to expand your reach. On the other hand, if your ad performance lags, make precise adjustments to drive better outcomes.
Key Performance Metrics for Facebook Ads
- Cost per lead
- Click-through rate (CTR)
- Landing page conversion rate
Although you can’t narrow your audience using demographics (age, gender, or specific ZIP codes), you can apply these data-driven strategies to keep your ads competitive and compliant — helping you identify, attract, and convert your ideal audience within Facebook’s guidelines.
The Takeaway
Yes—Facebook ads for Realtors work, even with the new rules. The difference between success and wasted budget simply lies in your strategy. Be sure to focus on what matters:
✅ Clear, value-driven offers
✅ Simple lead capture
✅ Fast, consistent follow-up
✅ Staying compliant with Facebook’s Housing policies
Ready to get started?
Try a 3-, 7-, or 14-day Facebook Ad from RSP USA, and it will all be done for you!
We’re writing more blog posts than ever to help agents like you achieve lasting success with both digital and print marketing. Check them out here — and be sure to bookmark the page to see what’s coming next!