Real Estate Marketing on Facebook

The Key to Marketing on Facebook

Real estate marketing is a crucial aspect for keeping your business healthy. If people don’t know that you’re in business, how will they use your services?

Most agents and even brokers advertise their clients properties, just hoping to get someone interested to call and ultimately closing a sale.

There are 2 challenges for this type of marketing.

  • All the other agents are advertising the same way. They are advertising properties of their listings to appease their sellers and hopefully get a buyer. When you advertise properties, there is nothing to set you apart and show prospects that you’re different. You look like all the other agents.

  • Working on one buyer at a time is less profitable.
    Advertising a just home for sale leads to less calls. We’ve all been taught that real estate is a numbers game. Go through the numbers to get the motivated buyers and sellers. This is correct but why do the majority of agents only advertise just homes?

Advertise about the prospect. I’ll show you how but first why use Facebook?



  • Massive User Base: Facebook has an incredibly large user base, with over 2.8 billion monthly active users as of 2021. This provides real estate agents with an opportunity to reach a massive audience and promote their properties to potential clients. With such a large user base, real estate professionals can be assured that their marketing efforts will reach a significant number of people.

  • Targeted Advertising: Facebook’s targeted advertising capabilities allow real estate agents to promote their properties to a specific audience based on a range of factors such as age, location, interests, and behaviors. This allows agents to create highly personalized and relevant marketing campaigns that are more likely to resonate with potential clients.

  • Cost-Effective: Facebook advertising is generally less expensive than other forms of marketing, such as print ads or TV commercials. Agents can set their own budget and choose from a variety of advertising options, including pay-per-click, display ads, and sponsored posts, to suit their needs and budget. But there’s a better way and for free. Always start with the FREE marketing strategies.

  • Engaging Content: Facebook is a highly visual platform, with a focus on multimedia content such as images and videos. This provides real estate agents with an opportunity to showcase their properties in a visually appealing way, capturing the attention of potential clients and generating interest in the property.

  • Lead Generation: Facebook provides agents with an effective lead generation tool, allowing them to capture leads through lead forms and other forms of calls-to-action. This can help realtors to build their database of potential clients and generate more leads for their business.



  • High Competition: The large user base of Facebook means that there is high competition for attention, with many other real estate agents and businesses also competing for the attention of your potential clients. This means that it can be challenging to stand out and capture the attention of potential clients amidst the sea of other marketing efforts.

  • Ad Fatigue: Facebook users are exposed to a large volume of advertising every day, which can lead to ad fatigue. This means that many users may be less likely to engage with ads, or may even actively ignore them, which can reduce the effectiveness of real estate marketing efforts on the platform.

  • Limited Reach: While Facebook has a large user base, not all users are actively looking for real estate properties. This means that the potential reach of real estate marketing efforts on the platform may be limited to a certain extent, and that realtors may need to supplement their Facebook marketing efforts with other forms of advertising to reach a broader audience.

  • Changing Algorithms: Facebook’s algorithms are constantly evolving, which can make it challenging for real estate agents to keep up with the latest best practices and ensure that their marketing efforts are effective. This can also make it challenging to predict the outcome of a particular marketing campaign or to evaluate the effectiveness of past campaigns.

  • Privacy Concerns: Facebook has faced significant criticism over its handling of user data and privacy concerns. This can create a barrier for some potential clients who may be hesitant to engage with real estate agents on the platform or share their personal information with them.

Best Practices

Best Practices

Despite the potential challenges of real estate marketing on Facebook, there are several best practices that real estate agents can use to maximize their results:

Define Your Target Audience: To get the most out of Facebook advertising, real estate agents should define their target audience based on factors such as age, location, interests, and behaviors. This will help to ensure that their marketing efforts are highly targeted and relevant to potential clients. The most important target is the area that you market in. If you don’t define this then you’ll get responses that may not even be in the same state.

Use High-Quality Visuals: Facebook is a highly visual platform, so it’s important to use high-quality images and videos to showcase properties in the best possible light. This will help to capture the attention of potential clients and generate interest in the property. Presentation is everything. If you look sharp, have a clear message, nice visuals, then you’re more likely to have contact with a potential client.

Leverage Facebook Live: Facebook Live is a powerful tool that real estate agents can use to showcase properties and engage with potential clients in real-time. This can help to build trust and rapport with potential clients, and provide them with a more immersive and engaging experience.

Offer Valuable Content: To stand out in a crowded marketplace, real estate agents should offer valuable content that is relevant to their target audience. This could include blog posts, infographics, and other resources that provide insights and information on the real estate market.

Monitor and Measure Results: To ensure that their marketing efforts are effective, real estate agents should regularly monitor and measure the results of their campaigns. This can help to identify areas of improvement and optimize future campaigns for maximum impact.

Don’t post too much because when you do people start thinking you’re spammy. The lighter sale attempt of offering something for free and doing that once a week should be enough for people to see your add and not be annoying.



Facebook has emerged as a powerful marketing tool for real estate agents, offering a range of targeted advertising options and a large user base to reach potential clients. While there are some potential challenges associated with real estate marketing on Facebook, there are also many best practices that agents can use to maximize their results and generate more leads for their business.

By defining their target audience, using high-quality visuals, leveraging Facebook Live, offering valuable content, and monitoring and measuring results, real estate agents can effectively use Facebook to promote their properties and services while building their business in the digital age.

Additionally, real estate agents should also stay up-to-date with the latest trends and best practices in Facebook marketing. Facebook’s algorithms and advertising options are constantly evolving, so it’s important for agents to keep a close eye on the latest updates and adjust their marketing strategies accordingly.

Overall, real estate marketing on Facebook offers significant benefits for real estate professionals, providing a cost-effective and highly targeted way to reach potential clients and generate more leads for their business. While there may be some challenges to overcome, by following best practices and staying up-to-date with the latest trends and developments, real estate agents can effectively leverage the power of Facebook to build their business and succeed in the competitive world of real estate.

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