9+ tips to improve real estate ads on Facebook

February 21, 2024
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Having an effective Facebook advertising strategy is crucial for real estate professionals looking to generate more leads and drive business growth. With over 2.9 billion monthly active users, Facebook offers an unparalleled opportunity to reach potential buyers and sellers in your local market.

However, to improve real estate ads on Facebook requires more than just boosting a post or throwing money at the platform. It takes a strategic approach, a deep understanding of your target audience, and the ability to craft compelling ad content that resonates with their needs and motivations.

In this blog post, we’ll share expert tips and best practices to help you level up your real estate advertising game on Facebook. From defining your goals and target audience to leveraging influence levers and testing strategies, we’ll cover the key elements that can take your ads from mediocre to high-performing lead generation machines.

Whether you’re a seasoned real estate marketer or just starting to explore the world of Facebook advertising, this post will provide valuable insights to help you maximize your ad spend, reach the right prospects, and ultimately drive more listings, sales, and revenue for your business.

Nail down your real estate advertising goals: The foundation for success

Before you dive into creating your Facebook ads, it’s crucial to clearly define your advertising goals. Are you looking to generate seller leads, attract potential buyers, drive traffic to your website, promote a specific listing, or perhaps showcase an upcoming open house event? 

Each goal requires a tailored approach to ensure your ads resonate with your target audience and compel them to take the desired action.

Here are some common real estate advertising goals to consider:

  • Find motivated sellers in your area
  • Attract qualified buyers for your listings
  • Boost website traffic and lead generation
  • Showcase a hot new listing
  • Promote an upcoming open house event
  • Drive downloads for valuable resources (e.g., market reports, mortgage calculators)
improve real estate ads on Facebook by focusing on your advertising goal

Clearly defining your goal upfront will inform every aspect of your ad creation process, from the ad copy and visuals to the target audience and campaign settings. This strategic approach will help you create more focused and effective Facebook ads that deliver better results.

Define your real estate target audience for maximum impact

One of the key advantages of advertising on Facebook is the ability to precisely target your ideal audience based on various demographic, geographic, and behavioral factors. However, to improve real estate ads on Facebook, you need to go beyond basic targeting and develop a deep understanding of your target audience’s needs, motivations, and pain points.

Ask yourself:

  • Are you targeting first-time homebuyers, move-up buyers, or downsizing empty nesters?
  • What are their income levels, education backgrounds, and family situations?
  • What neighborhoods or areas are they most interested in?
  • What are their key motivations for buying or selling a home (e.g., job relocation, growing family, investment property)?
  • What challenges or pain points are they facing in the real estate process?

By answering these questions and creating detailed buyer personas, you can craft ad content that speaks directly to your target audience’s specific needs and desires. This level of personalization and relevance will not only improve your ad performance but also help build trust and credibility with potential clients from the very first touchpoint.

Example Real Estate ad on Google

Pick the right platform

While this blog post focuses specifically on Facebook advertising tips, it’s important to note that the platform you choose can significantly impact your ad’s success. Facebook (and its sister platform, Instagram) may be the ideal choice for many real estate marketers, but depending on your goals and target audience, it might be worth exploring other options.

For example, if your primary objective is to drive website traffic and capture top-of-funnel leads, Google Ads could be a powerful channel to consider. With its ability to target specific search queries related to real estate, Google Ads allows you to reach motivated prospects actively seeking information about buying, selling, or renting properties in your area.

Additionally, if your target audience skews younger or is particularly active on emerging platforms, it might be worthwhile to explore advertising opportunities on TikTok, Snapchat, or other social media channels where your ideal clients spend their time.

The key is to have a multi-channel approach and not rely solely on a single platform. This is where a solution like Evocalize can be invaluable. Evocalize empowers real estate professionals to launch coordinated, multi-channel digital marketing campaigns all from one convenient platform, ensuring a consistent brand experience and maximizing reach across various touchpoints.

Master the art of real estate ad creation on Facebook

Now that you’ve defined your goals and target audience, it’s time to dive into the nitty-gritty of crafting compelling real estate ads on Facebook. While the platform offers a wide range of ad formats and options, there are certain best practices to follow to ensure your ads stand out in the crowded news feed.

Real estate ad with character limits
  1. Copy Limits. Facebook’s ad guidelines limit the number of characters that can be used in headings and the description, so it’s crucial to make every word count. Focus on creating headlines that are clear, concise, and highlight the most compelling aspect of your offering. For descriptions, provide additional context and a strong call-to-action that incentivizes clicks.
    1. Primary text – 125 characters
    2. Headline – 40 characters
    3. Description – 25 characters
  2. CTAs. Facebook offers various call-to-action (CTA) options, such as “Learn more,” “Contact us,” “Sign up,” and more. Choose the CTA that aligns best with your advertising goals and the desired user action. For example, if you’re promoting a specific listing, “Learn more” or “Book now” might be more effective than a generic “Contact us” CTA. View all CTAs here.
  3. Images. For social media, visuals are key to capturing attention and stopping the scroll. Follow best practices for real estate ad design, such as using high-quality, professionally shot images or videos, incorporating lifestyle elements, and ensuring your branding is consistent and recognizable. We have additional tips for creative in the next sections.

By mastering the art of ad creation on Facebook, you can ensure your real estate ads not only look great but also effectively communicate your unique value proposition and compel your target audience to take action.

Make your real estate ads hyper-local for maximum relevance

One of the keys to improve real estate ads on Facebook is to leverage the power of localization. After all, real estate is an inherently local business, and your potential clients are often searching for properties within specific neighborhoods, cities, or ZIP codes.

By incorporating local elements and personalization into your ads, you can significantly improve their relevance and resonance with your target audience. Here are some tips to make your real estate ads hyper-local:

  • Use location-specific keywords and phrases. Instead of generic ad copy, incorporate location-specific keywords and phrases that directly appeal to your local audience. For example, “Discover Homes in [City/Neighborhood Name],” “Find Your Dream Home in [ZIP Code],” or “[City] Real Estate Market Trends.”
  • Leverage Facebook’s dynamic fields. Facebook’s dynamic fields allow you to personalize your ad content based on the viewer’s location, age, gender, and other demographics. Use these fields to insert location-specific details, such as city or neighborhood names, directly into your ad headlines and descriptions for maximum relevance.
  • Highlight local landmarks and attractions. If you’re promoting listings or open houses in a specific area, consider showcasing recognizable local landmarks, parks, or attractions in your ad visuals. This instantly creates a sense of familiarity and connection with your local audience.
  • Tap into local events and happenings. Keep an eye out for local events, festivals, or news that you can tie into your ad campaigns. For example, if there’s a popular annual event in your city, you could create ads promoting open houses or listings in the surrounding area, tapping into the local excitement and interest.

By making your real estate ads hyper-local, you can significantly improve their performance and stand out from competitors who are using generic, one-size-fits-all ad campaigns. Your potential clients will appreciate the personalized, locally-relevant approach, and be more likely to engage with your brand.

Leverage powerful “influence levers” to improve real estate ads on Facebook

In the world of marketing and advertising, certain psychological principles and tactics have been proven to influence consumer behavior and drive desired actions. These “influence levers” can be incredibly effective to improve real estate ads on Facebook. By tapping into these principles, you can create ads that are more persuasive, engaging, and likely to convert.

Here are some key influence levers to consider:

  • Social proof. People are heavily influenced by the actions and choices of others, especially those in their social circles or who they perceive as similar to themselves. Incorporate elements of social proof into your ads, such as testimonials, client reviews, or statistics showcasing your success in the local market.
  • Reciprocity. The principle of reciprocity states that people are more likely to respond positively when they receive something first. In your real estate ads, you could offer something of value upfront, such as a free home valuation report or a downloadable guide to selling your home.
  • Authority. Consumers are more likely to trust and follow the advice of perceived experts or authority figures. Position yourself as a local real estate authority by highlighting your credentials, awards, years of experience, or expert knowledge in your ad content.
  • Liking. People are naturally drawn to those they like or find appealing. Incorporate elements that make your brand and ad more likable, such as using friendly, relatable language, showcasing your team’s personalities, or highlighting your community involvement.
  • Commitment and consistency. Once someone commits to a small action, they are more likely to follow through with larger, consistent actions. Improve real estate ads on Facebook by encouraging a small initial commitment, such as signing up for a newsletter or attending a virtual seminar, setting the stage for future engagement.
  • Scarcity. The fear of missing out or the perception of limited availability can be a powerful motivator. Use language like “limited-time offer,” “only a few remaining,” or “don’t miss out” to create a sense of urgency and scarcity in your real estate ads.
Real estate ads on Facebook using influence levers

By strategically incorporating these influence levers into your ad content, visuals, and overall messaging, you can tap into deep-rooted psychological drivers that motivate action and improve real estate ads on Facebook.

Capture attention with animation

In the crowded news feeds of Facebook and Instagram, static images can often get lost in the shuffle. One way to make your real estate ads stand out is by incorporating eye-catching animations and motion graphics. Animated ads have been shown to significantly improve click-through rates, brand recall, and overall engagement.

Here are some tips for creating compelling animation to improve real estate ads on Facebook:

  • Showcase listings with video. Instead of relying solely on still images, create short video tours that bring your listings to life. Use panning shots, drone footage, and creative transitions to highlight the property’s key features and desirable spaces.
  • Animate text and graphical elements. Simple animations, such as kinetic typography or moving graphical elements, can add visual interest and draw the viewer’s eye to your ad’s key messages or calls-to-action.
  • Leverage Facebook’s animation tools. Facebook’s ad creation tools include built-in animation capabilities, allowing you to create simple animations from static images or layer in animated text and stickers.
  • Work with professional animators. For more complex or high-end animations, consider working with professional animators or motion graphics designers who can bring your real estate ad concepts to life with polished, attention-grabbing visuals.
  • Keep it concise and compelling. While animations can be powerful, it’s important to strike a balance and avoid overwhelming or distracting viewers. Aim for short, punchy animations that quickly convey your key message and leave a lasting impression.
Real estate Facebook ad with animation

By incorporating animations into your real estate ads on Facebook, you can effectively capture your audience’s attention, communicate your unique selling points, and ultimately drive higher engagement and conversions.

Test, optimize, and iterate for real estate ad success on Facebook

Even with all the best practices and strategies in place, creating successful real estate ads on Facebook is an ongoing process of testing, optimization, and iteration. What works for one campaign or audience may not necessarily work for another, so it’s crucial to continually evaluate your ad performance and make data-driven adjustments.

Here are some key areas to consider testing and optimizing:

  • Ad creatives. Test different ad visuals, copy variations, and animations to see what resonates best with your target audience. A/B testing is a powerful tool for identifying the most effective creative elements.
  • Targeting parameters. Experiment with different targeting options, such as location radius, demographics, interests, behaviors, and custom audiences, to find the sweet spot for reaching your ideal prospects.
  • Placements and ad formats. Facebook offers various ad placements (e.g., news feed, right column, Instagram) and formats (e.g., single image, carousel, video). Test which combinations perform best for your specific goals and audiences.
  • Bidding strategies and budgets. Adjust your bidding strategies (e.g., cost per click, cost per impression) and budget allocations to optimize your ad spend and improve your return on investment (ROI).
  • Influence levers and ad messaging. As discussed earlier, test different influence levers and messaging approaches to see what motivates your prospects to take action.
Two real estate ads with different CTAs.

By continuously testing, analyzing, and optimizing your real estate ads on Facebook, you can refine your strategies, improve performance over time, and stay ahead of the competition in the ever-evolving digital advertising landscape.

Empower your real estate ads with Evocalize

Implementing these tips and best practices can take your real estate ads on Facebook to new heights, helping you generate more leads, drive website traffic, and ultimately increase sales and revenue for your business. However, we understand that as real estate professionals, your time and resources are precious, and managing complex digital advertising campaigns can be a daunting task.

That’s where Evocalize comes in – a powerful software solution designed to make digital marketing easy for multi-location businesses like real estate brokerages. With Evocalize, you can empower your local agents to launch a variety of digital marketing campaigns, including highly effective Facebook ads, with just a few clicks.

Suggest with AI, lock down branding, and connect data with Evocalize

Evocalize provides a centralized platform where your corporate marketing team can create on-brand, compliant ad templates tailored to your specific goals and audiences. These templates incorporate all the best practices we’ve discussed, from compelling visuals and ad copy to strategic targeting and influence levers.

But what sets Evocalize apart is its ability to empower your local operators with the flexibility to customize and localize these ads while ensuring brand consistency. With Evocalize’s dynamic fields and location-specific elements, your agents can effortlessly add that all-important local flavor to their ads, tapping into the power of hyper-local marketing.

In today’s competitive real estate landscape, having a robust digital advertising strategy is no longer a luxury – it’s a necessity. With Evocalize, you can unlock the full potential of Facebook advertising and take your real estate marketing to new heights, driving more leads, listings, and revenue for your business. Learn more here.

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