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How to Use Facebook as an Effective Platform for Real Estate Advertising

By Cali Cioppa | April 11, 2023

Did you know that Facebook had almost 3 billion visitors in January 2023? It's a great way for people to connect and talk about different topics.

It has also become an ideal platform for advertising. People in the real estate business have discovered that Facebook advertising may be the perfect way to attract more traffic. But what should you expect from real estate advertising on Facebook?

How difficult is it? How should you get started? Keep reading and learn more about how it works below.

Understand Your Target Audience and Cater To It

Before you get started with Facebook ads for real estate, you need to figure out who your target audience is. Many people think that this is a simple task, but this is not always the case. If you're a real estate agent, you might think that your target audience is anyone interested in buying a house.

While there are many people interested in buying houses, not all of them might be interested in the properties that you have for sale. Suppose you specialize in lakefront houses and properties along the coast. Not everyone will be interested in these houses.

Some might be more interested in buying a house in the mountains or an urban area. This is why you need to find a more niche audience to market to. Once you find an audience interested in buying what you're selling, it will be much easier to target that audience.

This is because they will already be prepared to spend money on whatever you're selling. This makes your effort of selling much easier, and it won't take as long to make a sale. But knowing your target audience isn't enough.

You also have to analyze the behavior of these people. Think about demographics, age, nationality, and so on. What kind of people will be the most interested in your services?

What is their average income? Will they be open to buying a million-dollar dream house, or are they looking for a small and affordable cottage in the country?

What Does Your Audience Want?

It wouldn't make much sense to market expensive houses to people who can't afford them.

You should also consider the current home ownership status of your audience. Are they living in an apartment and looking for a house? Are they already in a house, and want to move to another?

Are they moving from a small house to a large house, or vice versa? All of these questions are important to consider, as they will give you a better idea of your audience. Once you have a clear picture of who your customers are, you can tailor your ads to them.

Think about how your ad should look and what kind of copy it should have. What would be the most enticing ad for your viewers? Some real estate agents target their audience down to the zip code.

This makes their audience very specific, and they'll know everything about them. The more specific your ads are, the better chance they'll work. This is the goal of every ad.

The more conversions you get, the better that ad is doing. The more people click on those ads, the more business and traffic you will get.

Be Clear and Concise in Your Ad Copy

Real estate Facebook marketing has to be as concise and appealing as possible. Take a look at other real estate Facebook ads to get an idea of how they look. Most ad solutions are very snappy and attractive.

You won't see any long paragraphs flowing out of these ads. You also won't see any blurry pictures of properties or any pictures at all. A professional real estate ad is finely-crafted and impossible to resist.

But how can you make your ads like this? The first step is refining your ad copy. It is the first thing that people will read when they see the ad, and it needs to be as transparent and concise as possible.

If the copy consists of huge paragraphs and long sentences, it will be a turnoff for your audience. This is because most people can't stand trying to decode a massive wall of text, no matter how interesting the text might be.

Large chunks of text are hard to read and often take too much effort to go through. This is why your ad copy has to be formatted properly and have the right information. Your ad might only allow you to use so many words.

Make sure your sentences are short and snappy. If you're using multiple paragraphs, make sure they're short so they flow better together. The content itself should be as informative as possible.

Creating a Good Description

Suppose you have an ad for a farmhouse in the country. You need to invent the most appealing description of this house while still giving vital information. Describe how many bedrooms and bathrooms it has.

What is the square footage? Does the house need to have any repairs, or has it been remodeled in recent years? A potential homebuyer will want to know all this information.

This information is critical for making a decision when buying a piece of property. If you're too vague about the property description, few people will be interested in clicking on your ad. But if you are very specific and the house meets your audience's expectations, you might get a huge influx of conversions.

It is important to list the most appealing aspects of the property first. It might have something unique, like a swimming pool or solar panels. But don't shy away from listing anything that might be wrong with the house, either.

People appreciate transparency. They don't like it when important information is hidden from them. Once you list this information, people can decide whether the ad looks interesting to them.

If so, they will likely click on the ad. If they are interested, they might contact you to learn more about the house or see it in person. If all goes well from there, you might have a sale.

Consider Different Types of Ads to Attract Attention

Because there are many types of ads you can use on Facebook, there are many ways to market to your audience. Consider carousel ads. These are simple ads that allow you to show various properties within one ad.

This is because the ad rotates like a carousel. This allows your audience to see what properties are available and the most relevant. It is also a very visually appealing ad.

This is because the ad changes the longer a person looks at it, and every variant is attractive. Visual appeal is very important. If your ad is too boring and doesn't have anything that makes it stands out, no one will bother looking at it.

But if your ad is very striking and fluid, it will be far more attractive to whoever comes across it. This is one of many reasons why many real estate agents like to use carousel ads. It's also a great way to show off various properties you want to sell.

If you have enough properties listed in that ad, there should be plenty of people interested in them.

Other Ad Options

You can also consider video ads. Many people agree that video ads are some of the most effective options you can try.

This is because these ads are not only visually appealing but also very engaging. A video is infinitely more engaging than a picture. The video may feature the house you want to sell.

Or it may feature you talking about your expertise as a real estate agent. A video ad can be anything you want. Just make sure it caters to your target audience.

Once you catch your audience's attention, you'll be on the right track. It will then be possible to market more efficiently to them. You can also rotate between different ads, such as video ads, picture ads, and so on.

This allows you to cast a wider net.

All About Facebook Advertising for Real Estate

Facebook advertising is one of the best ways you can market your real estate services. Billions of people visit this social media platform every month. It only makes sense that you'll get plenty of conversions once you start listing your ads there.

Are you ready to learn more about marketing your real estate expertise? Check out our content and see what you can learn.

Realty Biz News Contributor at Realty Biz News
Cali Cioppa is an account executive with My BFF Social, an RBN network partner, specializing in social media management, marketing, and advertising solutions that drive business. As a contributing author to, “The Digital Age of Real Estate,” she writes about technology and marketing trends that are influencing the future of the real estate and finance marketing. Click here to contact Cali Cioppa.
  • 3 comments on “How to Use Facebook as an Effective Platform for Real Estate Advertising”

    1. The blog provides some practical advice on how to craft compelling ad copy, choose eye-catching visuals, and use Facebook's custom audiences to reach the right people. I think the key takeaway is to be creative and experiment with different ad formats and messages to see what resonates with your target market.

    2. Great tips on how to make the most out of Facebook advertising for real estate! The platform offers powerful targeting options, and with the right strategies, real estate agents and brokers can reach their ideal audience and generate more leads. I particularly like the idea of creating video tours and using testimonials from happy clients to showcase properties and build trust. Thanks for sharing!

    3. The article emphasizes the importance of creating high-quality visuals and videos to showcase properties and using Facebook's retargeting capabilities to reach people who have already shown interest in a particular property or real estate agent.

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