According to the National Association of Realtors, 97% of homebuyers engage the internet as part of their search. With a statistic like that, it’s easy to see why any company or individual involved in the home buying, selling, or renting process must build a robust online presence.
Facebook remains an extremely popular social media site, with nearly seven in 10 US adults reporting using the platform. That’s why real estate Facebook ads work. Facebook is a platform that attracts adults of all ages, meaning you can target a wide range of prospective homebuyers or renters—from Gen Zers to Baby Boomers.
So, how do you create the best real estate Facebook ads? Here, we’ll look at some agencies, properties, and realtors that are already doing it and share what makes their approach so effective.
Contents
- Real estate Facebook Facebook ads with dynamic content
- Virtual tour ads
- Ads with tailored language
- Top-of-funnel real estate Facebook ads
- Real estate Facebook ads that spark a sense of urgency
- Ads that include photography and detail
- Real estate carousel ads that share more selling points
- Real estate Facebook ads that build personal connection
- Ads that speak to the bigger benefits of your real estate offering
- Ads that play with a color palette
The 12 best types of real estate Facebook ads (and why they work)
1. Real estate Facebook ads with dynamic, moving content
As attention spans grow ever shorter, creating content that can seize focus is vital. Video ads are notoriously effective at doing just that.
To create engaging video Facebook ads:
- Optimize for mobile by using properly sized video. Vertical is friendly for mobile screens and makes it easy to cross-advertise on Instagram (another Meta-owned property, where vertically-oriented Reels rule supreme).
- Begin your video with a killer hook. A stunning backyard vista, Architectural Digest-ready kitchen — whatever it is, show off the best part of your property, and keep the content short and sweet.
- Design for silent viewing. Ensure your ad’s message is clear, even if someone’s scrolling with sound off. Opt for music, or if you have spoken word in the video, include captions.
- Add a strong CTA. You can customize your call to action line on Facebook—take advantage of that feature. Draft a strong line that works well with your chosen CTA button (which you select from among a handful that Facebook offers).
Find out the average Facebook ads click-through rate, conversion rate, cost per click, and cost per click for the real estate industry in our new 2024 Facebook ads benchmarks report!
2. Virtual tour ads
Out of necessity, real estate agents got very good at video content during COVID. Many deals were closed following virtual home or apartment tours.
Just because we’re out of the depths of the pandemic doesn’t mean you have to shelve those video skills! Creating a tightly edited video tour of a beautiful property is stunning Facebook ad content that makes scrollers stop in their tracks.
3. and 4. Ads with tailored language
In all your marketing channels, including Facebook ads, crafting your language to speak to your target audience is essential.
Take these two ads below, which are selling properties with similar attributes: both are selling multi-bedroom apartments in established Manhattan neighborhoods. However, the language to sell them couldn’t be any different.
The following Upper West Side property listing focuses on practicality—the price was recently reduced, and the purchase does not require board approval (an arduous process typical in New York cooperatives). It also highlights the unit’s traditional features—a classic five layout, partial river views—targeting a buyer who appreciates the stability and heritage of the address.
Meanwhile, the following financial district listing focuses on luxury and amenities. It doesn’t show you the inside of the home, which says, “We’re so confident you’ll be blown away, we don’t even need to let you see it.” Instead, the image features the building from the outside, where you can see units enjoy unobstructed, sweeping views of downtown Manhattan.
5. Top-of-funnel real estate Facebook ad
Not everyone is ready to buy, sell, or rent today, but that doesn’t mean they won’t be in the future.
Creating and sharing educational content can establish your business as a go-to resource for trusted advice. When those on-the-fence readers are ready to make moves, you’re the one they’ll turn to for help.
While you can’t target by factors like “show my ad to someone who might want to buy a house in 5-10 years” (even Meta hasn’t yet figured out how to foresee the future!), Facebook does allow you to direct your ads to users based on granular demographic information. You can target by age, geography, interests, and more.
6. Real estate Facebook ads that spark a sense of urgency or FOMO
When selling a home or leasing up a property, creating a sense of high demand is good. It can inspire a bidding war in a sale or get your rental property to full capacity sooner.
Using language like “new to market” or “85% sold” creates urgency. It says, “This is a hot new listing, or space is almost full—if you’re interested, you better act fast before it’s gone!”
Are you including the right value propositions for your real estate Facebook ads? Find out with our free guide to unique value propositions!
7. Ads that include stunning photography and unique details
As in any marketing effort, you want to create real estate Facebook ads that show what makes your property special. Photography can help you do that.
When you first walk through a home or tour the property you’re managing, you take stock of the things that stand out. Perhaps it’s beautiful, antique details like original tin ceilings and an Art Deco tiled fireplace. Maybe it’s a balcony with sweeping city views. Whatever those noteworthy attributes are, photography can help you communicate this to prospective buyers or leasees.
The good news is that you’re likely taking photos anyway as part of your other promotional efforts (for the MLS listing, your website, mailers, etc.), so employing them in Facebook ads allows you to get even more bang for your buck.
8. Real estate carousel ads that share more selling points
The only thing more potent than one beautiful photo in your real estate Facebook ads is a series of stunning images!
A carousel ad allows you to show off all of the winning facets of your property. This type of ad is especially compelling for rental properties or condos in luxury, amenity-rich buildings, as it allows you to showcase the features of the individual unit alongside property-wide benefits, like a gym or rooftop space.
9. Real estate Facebook ads that build personal connection with prospects
If you and your team have a strong reputation and local brand recognition, leading with your name in your real estate Facebook ads is a no-brainer.
But even if you’re not a well-known realtor in the area, including your name and a friendly headshot can immediately build trust and a sense of connection with prospective buyers or renters.
This listing from Compass features the broker’s photo and name at the top. The bright, sunny living space is welcoming, and the listing agent’s headshot feels similarly approachable and friendly.
10. Ads that speak to the bigger benefits of your real estate offering
Why do people buy homes? It is, in part, because of its investment potential. Homeownership is traditionally considered a pathway toward building wealth.
Ads like this speak to the long-term benefits of home ownership. This condo is not just a pretty place to live with a nice rooftop pool (though it is also that!); it’s “the smartest buy in Brooklyn.”
The ad highlights the building’s solid financial position—it’s already 85% sold—and the benefits to you as a prospective buyer in the form of a 25-year tax abatement. With financial bona fides like that, this property sounds like an ideal place to buy if you want to achieve some of those long-term home ownership goals.
11. and 12. Ads that play with a color palette to set a mood
As we all know, photography is a huge component in all real estate advertising, but it’s not just the facts—like the number of bedrooms or type of kitchen appliances—that the images convey. They’re also setting a feel for the property.
Here, you’ll see two similarly upscale rental properties in Manhattan. While they both have beautiful, newly renovated spaces and many amenities, the photography sets a vibe for each. While One Manhattan Square feels like the place to go if you’re in the market for a sleek, sexy bachelor pad, 222 W. 80th feels like a welcoming, family-friendly building with sun-drenched images and bright, pastel interiors.
Feel at home creating your real estate Facebook ads
Getting comfortable on the Meta advertising platform can reap real rewards for your real estate business. Whether posting video tours or creating carousel ads filled with stunning still images, Facebook offers you dozens of ways to showcase your properties.
As with any digital advertising endeavor, it’s wise to test out various approaches to see which ones generate the strongest results for your business. Once you know what’s working, you can lean into those tactics that resonate and drop the ones that don’t.
Are you fired up and ready to start your own real estate Facebook ads campaign? Check out these simple steps and best practices to get you started, or see how our solutions can help you take your strategy to the next level.
For more real estate marketing help, check out these resources below:
- Smart Ways to Generate Free Real Estate Leads That Actually Close
- Best Real Estate Call-to-Action Phrases to Convert Buyers, Renters, or Sellers
- Google Local Services Ads for Real Estate: 5 Reasons You Need Them Now
- Real Estate Marketing Ideas for Summer
- Free (& Nearly-Free) Fall Real Estate Marketing Ideas
- Real Estate Advertising Benchmarks (+ Ideas for Better Results)
The post 12 Stunning Real Estate Facebook Ads (+Why They Work) appeared first on LocaliQ.
