Facebook marketing for real estate agents involves using paid ads and original content to build brand awareness and user engagement. The benefit of Facebook marketing is increased exposure for agents and their listings, ultimately resulting in new leads. This kind of marketing is best for agents with a target audience active on Facebook.
However, agents can spend a lot of money and time trying to find the best leads on Facebook. Real Geeks offers two solutions—a Facebook marketing tool agents can use to streamline ad creation and tracking, and managed ad campaigns that save agents time. Learn more about Real Geeks Facebook marketing for agents and check out their free demo on their website.
How Facebook Marketing for Real Estate Agents Works
Facebook marketing brings exposure to real estate agents and their properties through original articles (posts) and ads displayed in the feeds of targeted audiences. To create an effective Facebook marketing campaign, agents create ad content that showcases listings, articles that promote their expertise, polls to engage followers, and informational posts that keep their brand top of mind. These are posted regularly on Facebook and tracked to gauge engagement.
To ensure maximum reach while keeping marketing costs low, agents should leverage Facebook’s free marketing features by posting daily about listings, open houses, community information, blogs, charities, or any other information that local readers might find useful. Giveaways, polls, and surveys can also be used to encourage follower engagement and generate leads.
In addition to free marketing tools, Facebook offers paid advertising. Agents can leverage this by “boosting” existing posts, which displays posts to Facebook users who do not follow your page, and by running ads to targeted audiences. Boosted posts are best for brand awareness—featuring content on an agent’s experience, specialty, and background—while paid ads are most effective for pushing leads to landing pages with detailed listing information.
By using a real estate marketing strategy that leverages free and paid Facebook tools, agents can increase the number of buyer leads for property listings, bring in new seller leads, and build brand awareness with new audiences. To get started, here’s an article on the best lead generation tactics for
Costs of Facebook Marketing for Real Estate Agents
You can market your real estate listings and services free on Facebook, but you will increase your exposure by adding paid advertising to your marketing strategy. Allocate $250 to $500 per month to cover the cost of boosting real estate facebook posts and running ads.
Here is a breakdown of the costs for Facebook marketing for real estate agents:
- Posts: Creating a Facebook business page and posting articles are free.
- Sponsored (“boosted”) posts: A boosted post allows you to increase the exposure of a post to Facebook users who do not follow your page. A good rule of thumb for boosting a post is $2 per post, per day.
- Landing page ads: You can pay for ads per click (CPC) or per 1,000 views and impressions (CPM). The budget is up to you, but $250 per month is a good place to start and you can easily increase and decrease that amount depending on the results.
- Lead ads: Lead ads drive traffic toward a form on Facebook to collect contact information in exchange for details about a listing or market.
While the needs of each agent will be different, it’s recommended that they begin their marketing efforts with Facebook’s free offerings, like business page creation and content sharing, then move slowly to ads and boosted posts to test increased engagement.
23 Facebook Marketing Tactics for Real Estate Agents
Finding the right Facebook marketing tactics to boost your listings and secure potential buyers is a challenge for most real estate agents. However, by finding the right time to post, posting consistently, understanding your audience, and creating valuable content, you can ensure the most engagement on Facebook. For more guidance, we included the 23 top tactics below for marketing your brand and listings on Facebook.
Here are 23 Facebook marketing tactics to maximize your marketing return on investment:
1. Post Consistently
You should make it a point to post to your Facebook page at least every 48 hours to make sure you do not drop out of your audience’s feed. Posting only occasionally to your real estate Facebook page will not keep your audience engaged and ultimately be a detriment to brand awareness.
2. Find Your Ideal Time for Posting
The ideal time to post is when most of your audience responds to or reads your content. If your audience is comprised largely of young families, then early in the morning or late at night is a good time. For single people, commute times might be better. Check your Facebook Insights for details about post engagement and try posting at different times to see when you get the best response.
3. Learn About Your Audience
Find out all you can about your Facebook audience, including their age, income, location, education, and buying behaviors. You can learn about your audience by clicking on “Insights” in your Ads Manager. Use this information for generating targeted audiences for your paid ads. As you fill in your demographics on the left side of the screen during ad creation, Facebook will let you know how many users your ads will reach.
4. Use Location & Geographic Tags
Include location-specific and geographic tags in your posts to ensure your content displays in the feeds of people located in the tagged area—as well as those who follow that tag on Facebook. To do so, add the @ symbol and the name of a city, state, or country in your post. Also, you can use the check-in button to add a geographical city or state to your post.
5. Incorporate Stunning Storytelling Photos
Use more than one photo to create a carousel or slideshow of a listing that tells a story. If you want a user to scroll through photos of a home, then use the carousel option. For photos that automatically cycle through to attract attention with movement, use the slideshow option to show off multiple property listings.
6. Ask for Audience Opinions
Asking for your audience’s opinion can provide you with valuable information that can be used in future marketing and advertising campaigns. To gather these opinions via a poll, click the “Create a poll” button in your post, add the choices you want users to pick from, add an image, and set the duration. Facebook will keep a running total of people who vote in your poll and their answers will be made public.
7. Share Expert Information
Real estate agents know their neighborhood and the realty market better than anyone else. Showcase your knowledge with a catchy infographic, then share it in your feed to get people to stop scrolling. You can also use the graphic to tease a free report with more information. Just include a link in a comment on the post so people can easily sign up to get the report.
8. Share Previews of Pocket Listings
Most agents have pocket listings—or previews of properties not yet on the market—that they can share with their Facebook audience first. Build anticipation by announcing details with a “coming soon“ graphic and drive traffic to sign up for an exclusive open house when the property hits the market.
9. Spice Up Your Descriptions & Posts
Use words in your descriptions and posts that jump out at the reader. Add descriptive phrases like “safe, centrally located neighborhood” and “marble counters in the chef’s kitchen” to your posts and Facebook advertising to entice buyers to contact you about a property. Find out more about the top real estate descriptive words to spice up your listings.
10. Share Your Social Space With Partners
Facebook is free, so it’s the ideal place to promote partners—like restaurants or legal services—who will likely do the same for you. Create a post that promotes a local business, then tag them with the @ symbol and the business name. Lastly, add in the link to the partner’s website and any emojis that might bring more attention to your post.
11. Use (Limited) Emojis
Use emojis to generate interest and boost click-throughs. Add emojis at the end of sentences for emphasis or to spotlight a call to action like a URL. To do so, click on the emoji face in the bottom right of the post to get a full list of characters, then select the one you want to include. However, limit yourself to four emojis and make sure that you are not replacing text with emojis; search engines do not recognize emojis, so too many may hurt your search rankings.
12. Create Look-alike Audiences
Facebook takes a demographic snapshot of your existing Facebook page followers and generates a new audience of non-followers that have the same demographic characteristics. This is called a look-alike audience. Use this audience in your Facebook advertising to reach users similar to those who already like your page and posts; this will likely boost engagement. Learn more about how to set up a look-alike audience for Facebook marketing.
13. Broadcast Using Facebook Live
Facebook Live is a great way to broadcast live video directly to your fan base when you have something interesting to share—like a tour or open house. Click the Facebook Live button to start broadcasting what you see and share a message with your audience as part of the video. Be careful, though—your broadcasts should be important to your listener and under five minutes.
14. Create a Watch Party
Everyone has a favorite TV show or sporting event, so leverage their interest by creating watch parties for trending or popular programs. Create a watch party on Facebook by clicking the “Watch Party” button and filling in a title for your party, like “GoTo final season” or “National Championship Game.” Add text to your post that encourages people to watch together and share comments during the show.
15. A/B Test Your Advertising
You can test different images, messages, placement, and audiences for your Facebook ads with split-testing. On the ad screen, click the “Create A/B Test” toggle button to turn on A/B testing, then select the ad elements you want to test. The wizard will walk you through setting up different ads based on your selections. These tests can give you insight into what works best to drive engagement from your audience.
16. Start a Donation Campaign
Consider starting one of your own charity drives to share your philanthropic side. Click the “Support a nonprofit” button on your post and pick a charity from the drop-down box. If your charity does not appear, type the name in the box. If you use the @ sign before the name of a known charity, Facebook will ask you if you want to add a donation box. You can select “Yes” and a donation button will appear with your post.
17. Ask for Reviews
Don’t be afraid to ask for reviews in some of your social media posts. If you have happy clients, email them a link to your Facebook page and ask them to add a review. These reviews from clients help prospective buyers trust you; they provide proof that you are a top-notch, experienced agent.
18. Advertise Workshops for First-time Buyers
Offering a class or webinar to first-time buyers can help you move them through the buying process and establish trust. Set up a landing page for Facebook traffic and drive traffic through targeted ads to increase sign-ups for your workshops.
19. Create Events Like Open Houses
Creating an open house event on your Facebook page gives your followers the ability to express interest in the open house and share event details with others. Click the “Events” button at the top of your post and a wizard will appear to walk you through the creation of an event. Be sure to include a date, time, address, and description. The event will show up on your Facebook page and you can invite people as well as advertise your events to build traffic.
20. Promote Your Blog
If you have a blog that gives valuable real estate information to readers, then write a brief synopsis of it as a post and add a link for more information. Make sure that any image you choose to add shows up clearly and the URL for the full blog is highlighted with a strong call to action (CTA) so people know where to click to read more.
21. Give Seasonal Hints & Tips
Post a graphic or share seasonal tips for homeowners to increase Facebook engagement. Consider tips that connect with major holidays, like Christmas, and common seasonal needs, like lawn mowing.
22. Set Up Auto-responder Facebook Messages
Social media audiences expect agents to respond quickly—usually in less than two hours—to keep them interested. Turn on message notices in your Facebook page settings by clicking on “Settings” in the upper-right corner of your page, then “Notifications.” You can also set up auto-responders by clicking on “Messaging” and inputting responses to chat messages, setting up appointment notices, and creating follow-up information.
23. Remarket Using the Facebook Pixel
The pixel is a small piece of Facebook code installed on your website. This allows Facebook to track how many people clicked on your post or ad and visited your website, as well as how many people from Facebook signed up for offers or took other predetermined actions. With this information, agents can learn what ads work and how best to convert site visitors to leads. Find out more about how to use the Facebook pixel for remarketing.
Resources for Facebook Marketing for Real Estate Agents
A big part of Facebook marketing for real estate agents involves the creation of graphics and the setup of Facebook Ads Manager. You might feel lost when trying to create a graphic or design a social media post, which is why we’ve highlighted several tools that can streamline ad and marketing content creation.
Here are some resources and tools to help with your real estate marketing efforts:
- Hootsuite: Hootsuite allows you to schedule your content and ads for distribution across Facebook, Twitter, LinkedIn, Instagram, and YouTube. Hootsuite has a free plan for three profiles, but costs $29 per month to manage more profiles. You can get a free 30-day trial to test out the features.
- Fiverr: Fiverr gives agents the ability to connect with freelance real estate graphic designers and social media managers. For a minimal fee—sometimes as little as $5 per project—agents can get a professional to handle their Facebook marketing.
- Canva: Canva is a graphic design tool with templates for real estate social media marketing posts and print materials like brochures. Canva has a free version with templates and allows agents to quickly create attractive graphics that are the right size for Facebook ads and posts.
- BoldLeads: BoldLeads offers exclusive real estate leads through managed Facebook advertising. You can outsource all of your Facebook marketing efforts to experts for $289 per month; this gets you leads that are exclusive to one agent in one location.
11 Pro Tips for Facebook Marketing & Advertising
It can be difficult to know the best ways to market your real estate services on Facebook. With this is mind, we contacted the best realty and social media professionals to ask for Facebook marketing tips for real estate agents. They offered 11 insights about using video and images, answering questions, advertising, and more.
These are the top 11 pro tips for real estate Facebook marketing:
1. Try Video to Increase Clicks
Christine Haas, CEO, Christine Haas Media
“We are currently testing and our Facebook video ads are outperforming any still images. Even if you decide to create a slideshow, the results will be 60% greater than a still image. That was the improvement in our ad set week over week.”
2. Answer Questions Quickly
Ryan Stewart, Realtor, Keller Williams
“If an agent receives a comment, concern, or question, the agent needs to be quick to recognize the question and follow up either on the phone or with Messenger.”
3. Create a Facebook Pod
Shelby Ring, CEO, Ruby Riot Creatives
“To gain more traction on posts, one of the best things you can do is launch an internal pod. If you are new to pods, this is a group of people (usually fellow business owners or a paid service) that agrees to like, engage, and comment on your content in exchange for you doing the same for theirs. Having five people like, share, and leave comments promotes the post so it is shown to more of your followers or friends.”
4. Don’t Make Ads Compete for Clicks
Jennifer Galluzzo, Director of Digital Marketing, Harrison Edwards PR & Marketing
“Don’t run ads that compete against each other—you don’t want to waste your budget. If you have multiple open houses in one town on a single day, rather than doing an ad for each individual home, create a single ad that features all of the properties and drives traffic to your active listings page. You may even wind up with people attending more than one of the open houses.”
5. Use the Personal Touch
Kipras Gajauskas, CEO, Reneza
“To convert users over the internet without a personal touch is very difficult. They have to trust you, and that takes time. Therefore, the approach and the converting angle has to be a contact form, where they could leave their name, email, and telephone number. Then, be sure to call them—going that extra mile will definitely make them feel more secure.”
6. Test Everything in Ads
Ciara Hautau, Lead Digital Marketing Strategist, Fueled
“Before launching your ads, pull up a spreadsheet and create 15 to 20 variations of the copy. I like to look at previous contact form submissions to see common questions clients ask or what language they’re using so I can relate to the targeted audience better.”
7. Create Content for Non-active Buyers
Kurt Uhlir, Chief Marketing Officer, Showcase IDX
“Share more tips on real estate, more behind-the-scenes of (agent) life, and less of the current house you’re selling. To build an audience, you need to provide content for 95% of your contacts who are not actively buying or selling a home.”
8. Share Yourself With Clients
Lori Ramas, Workflow & Systems Specialist, Relezant
“Your fans don’t necessarily want to see pictures of homes you already sold. Consider, when running an ad, that you focus more on you. People do business with people, right? Show a behind-the-scenes video of you walking through a pocket listing. Make your fans feel special with never-before-seen homes as they hit the market. Celebrate your team, your staff, or share a video of your happy customers talking about their experience with you.”
9. Tell Compelling Stories
Nader Nadernejad, Marketing Director, Nadernejad Media
“People share stories with you when they’re looking for a place to live. They also tell themselves stories about how they want their lives to go, and they need a compelling story to be sold on your ad. Tell compelling stories that make people feel like you understand their thoughts, dreams, and desires—and this comes down to knowing your market. If you know what your market wants, you can appeal to their desires through advertising.”
10. Promote Community Involvement
Brian Ma, Broker, Flushing Real Estate Group
“We sponsor many community events to reinforce our presence in the neighborhood, and Facebook is wonderful for promotional endeavors. For example, we promote a bi-annual Carvel ice cream event on Facebook that always draws huge crowds, and we also promote our community cleanup activities in which we come together to garden the historic sites of our neighborhood. We find Facebook works great to disseminate the great things in our community.”
11. Use the Carousel Ad Format
Christina Albe, Founder, Haus von Albe
“People are naturally curious and want to see more than just the outside of their future home or one home you’re working with. Using the carousel ad format, you can highlight multiple features of the house that will drive more click-through traffic—or you can use it to show what homes you have available at the moment to drive more brand awareness.”
Frequently Asked Questions (FAQs)
Does Facebook have real estate-specific policies?
Facebook advertising does have real estate-specific policies. When you start to advertise on the platform and select the real estate category for your ads, Facebook might ask you to confirm that you understand the Fair Housing Laws that prohibit discrimination based on gender, sexuality, disability, religion, or color. Be prepared to edit your ads or submit them for manual review if Facebook asks for confirmation.
What do I do if my Facebook ad is rejected?
Don’t panic. Facebook rejects some ads automatically because of words or images. If your ad is rejected, there will be a reason stated in the notice. Fix any causes of rejection and resubmit the ad. If there does not seem to be a clear reason why the ad was rejected, then hit the manual submission button and request that a representative review your ad. This will yield something that needs to be fixed or your Facebook ad will pass review and be launched.
Are there guidelines about contests & giveaways for Facebook marketing?
Facebook contests can be a good way to engage potential buyers and get leads. However, Facebook restricts the way that contests are conducted and places specific rules about how you can collect and use data. Review the rules for Facebook contests before starting your promotion.
Facebook for realty professionals—free and paid—allows you to build brand awareness, promote listings, and engage new and existing followers to maximize lead generation. However, Facebook marketing efforts should be reserved for agents who know that their target audience is active on the Facebook platform.
Even with all of the tips we included above, it can be hard to increase leads using Facebook marketing. To help, we suggest the Real Geeks Facebook marketing tool for the do-it-yourself agent and managed campaigns for realty professionals who want someone to handle their lead generation. Find out more about the Real Geeks Facebook marketing tool and their managed campaign services on their website.