Industry
Facebook Ads for Real Estate Agents and Brokerages
We run Facebook and Instagram lead campaigns for real estate teams, brokerages, investors and developers that spend 20,000 USD a month or more on Meta. You get a senior media buyer, new creative every month, forms and follow-up rules that screen out tire kickers, and CRM outcomes sent back to Meta so the campaigns learn from appointments and closings, for one flat monthly fee.
Real estate is a lead business with a long sale and a high commission, so the number that matters is cost per appointment held and cost per closing, not cost per form. We build campaigns around that, with housing ad category rules handled correctly from day one.
01 · The problem
Why real estate leads on Meta go cold
Instant forms are prefilled with profile data, so a buyer lead costs 8 to 25 USD and arrives with a wrong phone number a third of the time. Speed decides the rest. A lead called within five minutes converts several times better than one called the next morning, and most teams are asleep to this until the ad spend is already large.
Real estate ads also sit inside Meta's special ad category for housing. Age, gender, zip code and detailed interest targeting are restricted, so the creative and the offer do most of the targeting work. Agencies that treat it like ecommerce lose weeks to rejected ads and limited delivery. The current rules are in Meta's advertising standards.
- Cheap form fills that never answer the phone, which inflate reported cost per lead and waste agent time.
- Broad housing targeting limits, so the ad itself has to filter for the right buyer, seller or investor.
- Slow follow-up, where the lead is already talking to another agent by the time you call.
- No closing data in Meta, so the algorithm optimizes for form fills rather than people who sign.
02 · The work
What we run for real estate teams
- Buyer, seller and investor campaigns kept apart
- Home buyer leads, listing leads and cash buyer or motivated seller leads behave differently and get separate campaigns, forms and budgets, so one weak audience cannot hide behind another.
- Forms that screen
- Higher intent instant forms with a budget range, timeline and a short qualifying question, or a landing page with a calendar when your team prefers booked appointments. See our lead ads service for the form options.
- Creative for the housing category
- Neighborhood and listing video, agent introduction clips, local market reports and just sold stories, written to pass housing policy review. Each plan includes a fixed number of new ads every month.
- CRM outcomes back to Meta
- Appointments held and closed deals are sent through the Conversions API or offline uploads so Meta optimizes toward people who actually transact. Details on our Conversions API setup page.
- Speed to lead rules
- We help you set the alert and call rules that get a first contact inside five minutes, because the best campaign loses to a slow callback.
03 · Worked example
Typical funnel math for a brokerage
The numbers below are a planning example, not a promise. Your market, average price and follow-up speed change every row.
| Step | Example | What it tells you |
|---|---|---|
| Meta spend | 20,000 USD a month | Before agency fee |
| Leads at 18 USD each | 1,111 leads | Reported cost per lead looks fine |
| Reached and qualified (30 percent) | 333 conversations | Real cost per conversation is 60 USD |
| Appointments held (20 percent of those) | 67 appointments | Cost per appointment is about 300 USD |
| Closed deals (8 percent of appointments) | 5 closings | At 9,000 USD average commission, 45,000 USD revenue |
04 · Who it is for
Who this is for
| Business | What usually moves results on Meta |
|---|---|
| Real estate teams and brokerages | Buyer and seller lead campaigns, fast follow-up rules, market report offers |
| Real estate investors | Motivated seller and cash buyer campaigns, simple forms, strong local proof |
| New build developers and builders | Model home events, waitlist to appointment funnels, video tours |
| Property managers and short term rental operators | Owner acquisition offers, income estimate hooks, local trust signals |
05 · Honest view
How we compare with a generalist agency
Many agencies sell real estate lead packages that bundle ad spend and a markup. We charge a flat fee for management only and you pay Meta directly, which keeps cost per lead data clean and comparable.
- Flat fee by spend band, explained on flat fee vs percent of spend.
- You own the ad account, pixel and every lead from day one.
- Not a fit if you spend under about 20,000 USD a month, or want exclusive leads sold per lead. We manage your own account and do not resell leads.
- We do not run Google, Zillow or portal advertising. Meta only.
06 · Pricing
Plans for real estate teams
A team spending up to 50,000 USD a month on Meta usually sits on Growth at 3,000 USD a month. Brokerages and developers running several markets or projects move to Scale at 6,000 USD for offline conversions and an extra ad account. See pricing for all plans.
Questions
Questions from Real Estate brands
Anything else goes to [email protected], answered in writing.
Get a lead plan for your real estate team
Pick a plan online, grant partner access and we start fixing lead quality in the first week.
Related pages
- Industry Lead Generation Lead generation Facebook ads agency that optimises for qualified leads, not form fills. Instant forms or landing pages, CRM conversions and a flat monthly fee.
- Service Lead ads Facebook lead generation agency for Meta lead ads that bring qualified leads. Instant forms, CRM sync, conversion leads optimization, flat monthly fee.
- Service Conversions API Conversions API setup with Pixel deduplication by event ID, event match quality checks and value tracking, monitored weekly as part of every plan.
- Industry Home Services Home services Facebook ads agency for roofing, HVAC, solar, plumbing and remodelling. Booked jobs over form fills, CRM offline conversions and a flat monthly fee.