Real estate is a profitable but also fierce market. The market is increasingly difficult to reach customers and convert them. One of the solutions that real estate agencies prioritize is to approach and nurture customers through Facebook Fanpage and Facebook ads. Although it is a bit difficult to start, many businesses have reaped the rewards after applying this method. If you are also a real estate agency, do not hesitate to try Facebook ads to increase your sales. In this article, in addition to sharing effective Facebook Real Estate Ad Examples, we also delve into the reasons why you should use Facebook ads, how to promote your real estate agency on Facebook and questions related to this topic. Read the entire article so you don't miss any useful information. 

Why Should Real Estate Agents Use Facebook Ads?

Before planning an advertising campaign, you will probably think carefully about whether this campaign will be effective for the campaign, and whether the costs are really worth it. There are many advertising options, so why should you choose Facebook to promote your campaign? Here are the reasons:

Take advantage of the large amount of traffic from Facebook

The first benefit you get is that you can take advantage of the huge potential audience from Facebook. Facebook is currently the social networking platform with the largest number of users in the world, and the rate of people owning Facebook accounts is very popular. Therefore, you can easily reach your target audience through Facebook ads.

Target the right audience with Facebook ads targeting option

Facebook targeting gives you many options to limit your audience group, including demographics, interests, and behavior. Each option has many smaller, more specific groups of options. Through this, you can accurately build your target audience to be able to target them accurately. Targeting the target audience accurately can be said to be quite difficult. However, if you understand your customers well, this is completely possible. Targeting the target audience accurately will help you save a lot of costs, in addition, this is also related to positive changes in advertising conversion rates.

Build trust

Facebook is not only about advertising, you can also build a fanpage on Facebook, plan long-term content, provide suitable content. All of these will bring you a number of followers on Facebook, who are also your potential customers. In addition, building a Fanpage on Facebook also enhances the reputation of the business when they visit your page from advertising. Compared to a page with only a few advertising posts, a page built with a content plan and regular interactions from followers will make a better impression on viewers.

How to Promote Your Real Estate Services on Facebook

I will not mention the process of creating an ad on Facebook anymore, we have mentioned it many times in previous articles, you can see it at

In this article, we will focus on your field which is Real estate. Compared to the normal ad creation process, there are only 2 different steps including target audience and creating appeal content.

In this section, I will talk about how to target the right customer group that you want, those who have a need to buy a house. As for content, I will mention it in the section Inspiration Examples for Real Estate Advertising.

A brief overview of the process of creating a simple ad on Facebook including 11 steps. Targeting Audience is the 4th step. To target the right customer group that you want, you can try the following 4 ways:

• Demographics

• Interest, behavior

• Custom Audience

• Lookalike audience

These are 4 targeting options that Facebook provides you, based on this you can narrow down the audience and reach the right people who really have a need.

Demographics

Location: Around the business

Age: 30-65

Income: 

Home Ownership Status: First time home buyer

Interest, behavior: 

Interest: Interests > Business and industry > Real estate (industry)

Behavior: likely to move

What’s the Cost of Running Facebook Ads for Realtors?

The cost of an advertising campaign will be affected by many different factors, however, cost is not a factor used to evaluate the effectiveness of the campaign. There is no exact benchmark that all businesses can apply. Therefore, we will guide you on how to estimate the cost of an advertising campaign.

In Facebook ads, the indicators that show the cost of the campaign include:

CPM - Cost Per Miles

CPC - Cost Per Click

CPL - Cost Per Lead

CPA - Cost Per Action

You can use the industry average of these indicators multiplied by the goal you want to achieve.

For example, the average CPL of the real estate industry is $13.87, if you estimate that the ad will bring about 100 leads, the estimated cost will be, Average CPL x Leads = $13.87 x 100 = $1300.87.

Depending on the advertising goal, the index used to calculate may be different. If your advertising goal is brand awareness, increasing reach to the target audience, use CPM to estimate the cost. If the advertising goal is conversion, you can use CPC (target click on ad, click to landing page), CPL (target collect customer information), ...

This is how you can estimate your cost. Facebook Ads Benchmarks article, we listed the industry averages, you can find the average index of the real estate sector in this article.

Inspiration Examples for Real Estate Advertising

SC Asset Corporation

SC Asset Corporation, a real estate developer in Thailand, increased the number of leads by 90% when using shopping campaigns compared to conventional lead ads. They also reduced their cost per lead by 47%. In order to reach more homebuyers, the company tested shopping campaigns on Facebook and Instagram, combined with lead ads to collect lead information. This strategy helped automate the advertising process, optimize budgets, and reach the right target audience. Thanks to this success, SC Asset Corporation plans to expand the Advantage+ campaign model into other creative marketing activities in the future.

Houseprice.tw

Houseprice.tw, a real estate aggregator platform in Taiwan, increased the number of leads by 20% by combining catalog ads with Advantage+ shopping campaigns on Facebook and Instagram. After seeing positive results with their shopping campaigns, they decided to expand their strategy by using Advantage+ to automate their advertising process, saving time and optimizing performance. This resulted in a 17% reduction in cost per result compared to using shopping alone. The ads displayed property listings on Facebook and Instagram, while leveraging measurement to improve marketing effectiveness. Houseprice.tw achieved a double benefit from this strategy: increased brand awareness and improved conversions.

Origin Property

Origin Property, a real estate development company in Thailand, launched an Advantage+ Shopping ad campaign on Meta to streamline ad creation and management. The results showed a 4.4x increase in leads compared to traditional advertising, while reducing cost per lead by 70%. This campaign used artificial intelligence to automate the ad creation process and ensure that ads were displayed effectively on Facebook and Instagram. The ad content focused on images of luxury apartments, along with attractive offers to attract customers. Origin Property also incorporated special offer ads, targeting potential buyers in Bangkok aged 25-60. This success led Origin Property to plan to expand its use of Advantage+ Shopping to further improve ad performance.

Clikalia Mexico

Clikalia Mexico, a Spanish digital real estate platform, increased its leads by 11% after integrating its customer relationship management (CRM) system with Meta Ads Manager and optimizing its lead ads campaign. At the same time, they reduced their cost per lead by 10% and increased their reach by 2.1 times. By using conversion optimization, Clikalia was able to attract customers with a higher potential to book appointments. The company ran an A/B test between two lead ad campaigns: one optimized for conversions and one optimized for conversions. The results showed that the conversion optimization approach was more effective, cost-effective, and improved the quality of leads. Clikalia plans to continue using this strategy to expand its marketing efforts in the future.

Wikicasa

Wikicasa, an Italian real estate portal, increased conversions by 83% and reduced cost per conversion by 50% after using shopping campaigns on Facebook and Instagram. The company wanted to increase online real estate inquiries and leveraged artificial intelligence to optimize ads, rather than manually testing different variations. Shopping campaigns allowed Wikicasa to personalize ads, simplify the process, and expand reach. They conducted an A/B test comparing standard ads and Advantage+, which showed the superior performance of the new approach. Thanks to that, Wikicasa not only saves budget but also reaches more potential customers.

Bayut

Bayut, the UAE’s largest real estate portal, increased brand awareness by 11.1 points and ad recall by 7.6 points using video ads on Facebook and Instagram during the 2022 World Cup. The company wanted to reach potential customers with short 6- and 15-second videos that conveyed the message “Home is where the game is,” connecting the love of football with the real estate industry. The ads focused on the UAE’s immigrant community and used Advantage+ placements to optimize display locations. The results showed that the campaign was highly effective, helping Bayut expand its reach at an optimal cost.

Gabe Mendez – Personal Branding

The secret to success in real estate is PERSONAL BRANDING! Gabe Mendez uses his personal voice, emojis and capital letters to create excitement in each post. His natural and approachable communication style helps him tap into customers' psychology and build trust quickly. The result? Increased engagement, a solid personal brand, and high sales! 

Parker & Brown – Pre-Listing Marketing

How to create a HOT feeling for real estate before listing? Parker & Brown used the “COMING SOON” label to create an effect of anticipation, making potential buyers not want to miss the opportunity. This strategy creates artificial scarcity, attracts early registrations and increases the possibility of quick transactions. 

Troy Phillips – Take advantage of nighttime photos

Why limit your ads to boring daytime photos? Troy Phillips took advantage of the appeal of SUNSET and NIGHT photos, creating special lighting effects, making the real estate sparkling and unique. The result? The ad attracted much more attention and increased the closing rate! 

Vakil Housing – Take advantage of customers' pain points 

"KEEP YOUR WHOLE FAMILY TOGETHER" - The slogan hits the psychology, touching the pain of families who are looking for a space big enough to reunite! Vakil Housing has used images and text to create emotion, helping customers see the problem and quickly take action. This approach is very effective, especially for families who are about to have children or live in multiple generations.

Virtual tour advertising 

Instead of making customers come to see the house in person, why not let them EXPLORE FROM A REMOTE? Virtual tour advertising provides an automated home tour experience, helping customers easily interact and save time. This form is very useful for home buyers who live far away and increases the ability to close the deal quickly!)

Best Facebook Ad Formats for Real Estate

Obviously, you can use all 12 types of Facebook ads for your advertising campaign. However, we recommend 5 types of ads that are suitable for the real estate sector, which can be effective for real estate agencies.

Single Image Ads

(Luxury properties, on-market deals, or valuation examples)

The first type of ad we mention is image ads, which can be considered the simplest ad format of Facebook, just 1 image and a few lines of copy and you can start running ads.

However, the problem is how can you attract customers, encourage them to take action with the little information you provide. This is step 2 in the Facebook advertising process: Create appeal content.

Carousel Ads

Carousel ads are rotating ads, which can combine many videos and images in one ad, helping customers have a visual perspective of the product that the business wants to promote.

Carousel ads are the most suitable type of advertising for real estate intermediaries. With this type of advertising, you can show customers different perspectives related to the real estate you are promoting, even promoting multiple properties at the same time.

For ads, posts that can provide complete information, the target audience will tend to interact, and the conversion rate will also be higher.

Video Ads

Take the audience around the real estate, from the interior, inside the house, to the outside view, garden, neighbors, ... A video that can provide a comprehensive view of the real estate for viewers will not be difficult to attract viewers and stimulate them to learn more about this real estate.

Facebook Video ads are often more dominant in terms of information provision, especially suitable for products that require a lot of information such as real estate.

Slideshow Ads

Similar to Carousel ads, Slideshow ads also allow advertisers to use multiple images at the same time in the ad. In addition, slideshow ads are displayed as a slideshow, users can scroll through to see each image. Unlike regular ads where users will click on each image to view, Slideshow ads provide a better experience. Although they are made up of images, these ads are displayed as videos with vivid sound, creating a different experience for viewers.

Using Facebook slideshow ads, you can take viewers on a tour of the entire property with just images. In case you do not have a video about the property, this ad also brings a similar experience to viewers.

Final Thoughts

Using Facebook ads to promote Real Estate brings many benefits to brokerage centers. However, the problem is how to deploy effective advertising. If you are new to real estate advertising, focus on producing attractive content and targeting customers. These are considered 2 important steps related to the effectiveness of advertising. The typical sample real estate ads that we have listed may inspire you to create great ads for your own business, do not skip this important part. If you are still having difficulty deploying Facebook ads, do not hesitate to contact us for free consultation.

It is undeniable that Facebook ads are being used by more and more businesses because of its convenience and effectiveness. However, if you are having difficulty with Facebook ads. Do not hesitate to contact us, our team with many years of experience will support you completely.