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:
Let’s get into it!
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.
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:
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).
When setting up your campaign, you’ll be prompted to choose a goal. For real estate, the best starting points are:
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?
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.”
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!
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.
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.
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:
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.
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:
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:
Install the Pixel on your website or landing page for more accurate tracking and better ad performance.
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
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.
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!
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