How to Get Real Estate Leads on Facebook: 17 Tried-and-True Methods with Examples

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To succeed in the fast-paced world of real estate, you need to have good leads. In 2025, Facebook will still be a powerful tool for real estate agents because millions of possible clients scroll through it every day. Its advanced ad platform, hyper-targeted audience options, and low-friction ad formats make it perfect for getting ready-to-engage leads, like homeowners who want to know how much their house is worth, first-time buyers, and investors who are ready to make a move.

This comprehensive guide, titled “17 Proven Ways to Generate Real Estate Leads on Facebook”, will show you how to turn clicks into conversations and conversations into clients. We’ll show you how to choose the right ad types, create lead magnets that people want to click on, write ad copy that gets results, target the right group, set a budget, and have a ready-to-use follow-up system to set up a deal. Templates, real-life examples, follow-up scripts, and launch checklists ensure your projects are successful.

There is no filler or guessing. There are only strategies that can be put into action, backed by tried-and-true methods and tools such as Realtors Property Resource (RPR), Foreplay.co, LeadsBridge, and Luxury Presence. This guide will help you get leads that call and make meetings, no matter if you work alone, for a brokerage, or are growing your team. Let’s jump right in!

Why Facebook Is Still a Great Place to Find Real Estate Leads in 2025

Facebook’s advertising platform is best for real estate marketing thanks to its powerful Lead Ads tool. With Lead Ads, customers can easily share their contact information—like name, email, and phone number—without ever leaving the app. The form is already prefilled, so it takes just a tap to submit. This clean, hassle-free manner can increase form completions by 2-3 times compared to traditional landing pages.

Screenshot of Facebook Ads Manager showing the campaign creation interface with "Campaign Details," "Budget," and "Ad Set" sections, highlighting campaign type selection.

But success isn’t just about the form. A winning campaign hinges on a well-crafted funnel:

Lead Magnet: One way to get people to give you their information is to offer them something of value, like a free home valuation report.
Frictionless Form: A short, easy form that gets the most filled out.
Follow-Up: Follow up with leads in a proper way to keep them engaged and interested.
Creative: Use pleasing visuals and compelling text to inform your story in a way that grabs attention and sticks out.

You can turn casual scrollers into serious possibilities by putting these things together. Localized data from tools like RPR helps people trust your deals, and platforms like Foreplay.co and Luxury Presence help people come up with great creative ideas. Let’s look at 17 tried-and-true ways to do just that.

Step 1: Choose the High-Quality Facebook Campaign Type for Your Goals

Choosing the proper ad format for your marketing goals and price range is crucial. Here are the four high-quality forms of ads for real estate leads.

1.1 Facebook Lead Ads (Best for Purchasing Leads with Little Effort)

Lead advertisements are the first-rate way to get leads fast. By auto-filling fields like name, email, and phone number, they retain customers on Facebook, which lowers the number of individuals who leave. These are outstanding for clean offers like requesting a home’s cost, signing up for a buyer list, or getting a marketplace file.

Form Tip: Use two to four fields: name, phone number, email address, and an alternative question like “Are you interested in selling soon?”
Example: An ad that targets homes in the area and says, “Get Your Free Home Value Report in 24 Hours.”
Why It Works: Users don’t have to do much, and a lot of them finish. (Data from RPR to be sure of its correctness.)

1.2 Ads That Send People to a Landing Page (Best for Complicated Deals)

Send people to a custom landing page for deals that need more information, like buyer guides with multiple pages, video tours, or scheduling forms. You have access to the data and can add tracking tags to help with retargeting.

Use Case: Advertising a full PDF called “First-Time Buyer’s Guide.”
Example: An advertisement that ends in a landing page with a video tour and a floor plan that may be downloaded.
Why It Works: It’s high-quality for high-price deals where you need to have complete control over the experience.

1.3 Messenger Ads (Best for Quick Qualification)

For example, “Are you selling in the next three months?” is one of the automated questions that these ads use to start talks in Facebook Messenger. They’re great for prospects who like to talk freely and quickly.

Use Case: A bot asking sellers about their schedule to make sure they are inspired.
Example: “Chat now to find out if your house can be sold quickly!”
Why It Works: It feels personal and lets you quickly sort leads.

1.4 Video Views to Lead Form (Best for Building Trust and Telling Stories)

Short movies (15 to 30 seconds) quickly explain deals and build trust. Warm up your audience with them, and then use Lead Ads to get their attention again.

Use Case: A movie showing recent sales in a neighborhood, followed by an offer to value the home again.
Example: An ad for “Get Your Market Report” is shown next to a 20-second clip of an agent talking about market trends.
Why It Works: Videos make your brand seem more real and get more people to interact with it. (Foreplay.co can help you come up with new ideas.)

Strategy 2: Make Lead Magnets That Drive Real Estate Leads on Facebook

A standard “Contact Us” form doesn’t work very often. Instead, to get people interested, give them something specific and useful. Here are eight lead magnets that have been shown to work:

Home Valuation Report (“What’s My Home Worth?”): A classic that buyers still use. Get correct, localized info with RPR.
Neighborhood Market Snapshot: Displaying the latest sales and trends from the last 30 to 90 days, appealing to interested homeowners.
First-Time Buyer Guide: A list of dates, steps, and funding suggestions for people who are buying their first home.
Sell Faster Checklist: Practical staging tips and small fixes to attract better offers.
Off-Market/Pocket Listings: Private lists of properties for owners that are very appealing to cash buyers.
Seller Appointment Booking: A quick 15-minute call to talk about your choices.
Video Walkthrough and Floor Plan: Downloadable files that are made just for certain listings and are great for high-end homes.
“Sell in X Days” Case Study: A promise or success story pack that shows how to make quick sales.

Pro Tip: Only use one lead magnet per campaign, and make sure your ad writing makes it clear what the value is. For instance, “Get a Free Home Value Report in 24 Hours” does better than “Contact a Realtor,” which is a more general offer.

Strategy 3: Set Up Your Campaign So It Works

It’s easy to run and grow a campaign that is well planned. Stick to this four-level plan:

3.1 Campaign Level

Goal: Pick “Traffic” for landing pages or “Lead Generation” for lead ads.
Naming: To stay ordered, give things clear names like “Leads – Home Value – Q4 2025.”

3.2 Ad Set Level (Audience and Budget)

Targeting: Begin with a 10 to 15-mile area around your market (use a pin if ZIP targeting isn’t available). Warm groups, including website visitors (30–180 days) or past leads, have to be retargeted. Make “lookalike” or “special ad audiences” to attract extra users; however, ensure you comply with Facebook’s rules for housing commercials to avoid being limited.
Budget: Start with $20 to $50 a day per ad set for area campaigns. Scale wins by 20–30% every three to four days to keep the algorithm from getting messed up.

3.3 Ad Level (Creative and CTA)

Try out single photos, slideshows, or short videos (15 to 30 seconds). Avoid the use of stock pictures and instead use snapshots that capture real experiences and nearby.
Folks skim short text, so make ads that offer something of value, like “Free Home Value Report – Ready in 24H.”

3.4 Instant Form (for Lead Ads)

Only give your name, phone number, and email address. You could add one qualified question, like “Are you planning to sell in six months?” to sort leads without lowering the number of completions.

Strategy 4: Make Ads That Get People’s Attention

Illustration of a diverse group engaging with a vibrant Facebook ad on a smartphone, featuring a woman with a megaphone, likes, and comments, symbolizing attention-grabbing real estate ads.

The design of your ad is what makes people stop scrolling. There are four plug-and-play templates below, along with examples:

4.1 Seller Leads (Value and Need)

Picture: The nice outside of a house that has been sold with a “SOLD” sign.
Primary Text: Want to know how much your house is worth right now? In 24 hours, you can get a free, exact report on how much your home is worth.
Title: “Free Home Value Report—Ready in 24H”
Call to Action (CTA): Get Deal/Learn More

4.2 Buyer Leads (First-Time Buyer Angle)

Picture or Video: A young couple getting their keys or a 15-second clip of a happy ending.
Primary Text: “Are you buying your first home? Get our 10-step plan that helped 120 first-time buyers close quickly.”
Title: “Checklist for First-Time Buyers”
CTA: Get it here

4.3 Off-Market and Investor Leads

Picture: A picture of a map with an “Off-Market Deals” overlay.
Primary Text: “Want access to homes that aren’t on the market in [Your Area]? Get our special list, which is changed every week.”
Title: “Off-Market Deals: Get Access”
Call to Action: Sign Up

4.4 Sellers Who Want to Sell

Image: A portrait of a kind person with the words “We’re here to help” written below it.
Primary Text: “Do you need to sell quickly? Get an instant quote on fast, fair choices that we buy, list, or advise on right now.”
Title: “Sell Fast – Free Consult”
CTA: Get in touch with us

How to Make These Templates Fit Your Area: Swap in your city or area. Foreplay.co has real ads from campaigns that got great results.

Strategy 5: Write Ad Copy That Gets People to Click Through

Ad copy that works follows tried-and-true rules. Use these three:

5.1 PAS (Problem → Agitate → Solve)

Problem: “I’m trying to sell, but people are making low-ball offers.”
Agitate: “Months on the market with no serious buyers is expensive.”
Solve: Book a 15-minute call now to get a free staging and price plan.

5.2 FAB (Feature → Advantage → Benefit)

Feature: “Get a 5-page report on your neighborhood.”
Advantage: “See real comparables and recent sales.”
Benefit: “Know the right price to sell quickly and get the most offers.”

Text: “Last year, more than 150 homes were sold in [Your Area]. Check to see how much your house is worth.”
Call to Action: “Get Free Value”

Use short bullet points to draw attention to outputs in the form description. For example, “Instant PDF report” and “Free 15-minute consult” are good examples. Make the value clear because people look.

Strategy 6: Aim for the Right Groups of People

Business professionals standing in a semi-circle, facing a glowing target with a funnel of light, symbolizing focused advertising success.

Your ads will reach the right people if you use effective targeting. Here are the maximum groups to target:

Warm Audiences: People who have been to your website (30–180 days), interacted with your Facebook or Instagram posts, or were leads in the past. These cost the least per lead (CPL).
Local Interest: Aim for people who use Zillow, Realtor.com, house hunting search engines, or material about mortgages. Add a 10-15-mile radius to it.
Motivated Sellers: Homeowners who join “for sale by owner” groups, look for information about foreclosures, or use moving services (where platform rules allow).
Lookalikes and Special Groups: For cold groups, use lookalike equivalents. For housing ads, though, make sure to follow Facebook’s special ad category rules. (Look at RPR for compliance tips.)

Strategy 7: Make Smart Bids and Budgets

Start Small: For $20 to $50 a day, test three creatives, two groups, and one form type.
Bidding Options: Choose “Lowest Cost” for the most leads or “Cost Cap” for better quality leads.
Scaling: To keep the formula from resetting, raise winners’ budgets by 20 to 30 percent every three to four days.
Metrics: Pay attention to more than just cost per lead (CPL). Also, look at the cost per meeting and the cost per closed deal.

Strategy 8: Set Up a System for Following Up That Work

It’s not enough to get leads; you have to follow up to close deals. In the first 48 hours, comply with these four steps:

8.1 SMS Right Now (5 to 10 Minutes)

“Hi [Name], thanks for requesting your home value. My name is [Agent]. I’ll get your report ready. When is a good time to call you for 10 minutes?”

8.2 Send an Email Right Away with a Deliverable (15 Minutes)

Send the link, PDF, or film you said you would. Add a 30-second video to welcome people to trust you.

8.3 First Tried Call (Within 24 Hours)

“Hi [Name], I simply wanted to make sure you got the file…”

8.4 Nurture Sequence (Days 3, 7, and 14)

Send statistics about the market, latest income, and an invitation to a free consultation.

Automation Tip: To sync leads fast with your CRM, use a tool like LeadsBridge. This will reduce the time it takes to reply and increase conversions.

Strategy 9: Use Scripts for Conversations on the Phone

Man and woman using phone and desktop to follow chat scripts, converting real estate leads on Facebook into phone conversations.

Short, friendly, and human lines are best:

9.1 Voicemail

“Hi [Name], my name is [Your Name] and I work for [Brokerage]. The report on the worth of your home was sent to you. If you have 10 minutes, I’d love to go over it with you. Please call me at [phone]. Thanks!”

9.2 First Call (Live)

“Hi [Name], thanks for asking how much the house is worth. I can see your house at [address]. Before I begin, may I ask if you plan to sell within the next couple of months, or are you simply interested in what it’s worth on the market?”

Try to set up a 15- to 20-minute meeting for more intense talks.

Strategy 10: Set Up a Plan for A/B Testing

To find out what works in your business, you need to test it. Test one thing at a time:

Creative: Choose among a static photo, a 15-second video, and a carousel.
Headlines: “Free Home Value” vs. “Sell Faster – Free Strategy Call.”
Form Length: 2 fields instead of 4 fields.
Audience: Cold local interest vs. warm tracking interest.
CTA: “Get Offer” vs. “Book Now.”

Test things for 7–10 days, then stop the ones that don’t work and make the ones that do work bigger.

Strategy 11: Don’t Make These Common Mistakes

Too Many Form Fields: Don’t have more than two to four fields on a form; too many will reduce sales.
No Immediate Deliverable: To keep leads involved, send the guaranteed resource within 15 minutes.
No Automation: Don’t automate chores like SMS, email, and CRM; leads die quickly.
Boring Creative: Don’t use stock photos; instead, use real images, short movies, or scenes from your area.

Strategy 12–14: Study Real-Life Cases to Learn

Professional analyzing growth charts and data with magnifying glass and binoculars, representing case study analysis for real estate leads on Facebook.

Here are three templates based on efforts that worked:

12. Agent Who Lists Homes (Home Value)

Offer: Get a free report on how much your home is worth.
Audience: Website viewers (10+ pages) and people within 15 miles.
Creative: Video tour with the words “Free Home Value” overlaid on top.
Funnel: Lead ad → instant email with report → call → meeting booked.

13. List of Investors (Off-Market)

Offer: Off-market list every week.
Group of People: Investor content engagers and lookalikes.
Creative: A carousel of turns that make money.
Funnel: Lead ad to email and plan an appointment for consultation.

14. Seller Is Motivated

Deal: Quick sell advice (list vs. sell to investor).
Audience: People who are interested in “moving” or “foreclosure” material.
Creative: Portrait of an empathetic agent with a testimony.
Steps: Messenger requirement → phone consultation.

Strategy 15: Keep an Eye on and Measure the Right Metrics

Pay attention to these KPIs (key performance indicators):

Cost Per Lead (CPL): But put cost per appointment and cost per finished deal at the top of your list.
Lead Quality: Keep track of the calls you make and the meetings you have.
Conversion: % of leads that become clients.
Creative Performance: The click-through rate (CTR) and form finish rate show how well creative work is doing.

To figure out your real ROI, you should export leads often and sync them with your CRM using tools like LeadsBridge.

Strategy 16: Use a One-Page Launch Checklist

Check these boxes before you launch:

Write a one-line offer for one lead magnet.
Make three creatives: a picture, a 15-second movie, and a carousel.
Make a landing page or a short form with two to four questions.
Set up emails and texts to arrive right away.
Add tools for lead-to-CRM.
Start with $20 to $50 a day per ad set.
After 7 to 10 days, stop the losers and scale up the wins.
If you get a lead, follow up within 5 to 10 minutes.

Strategy 17: Use a Campaign Plan That Is Ready to Go

Team managing a Kanban board with "To Do," "Doing," and "Done" columns, planning real estate leads on Facebook campaigns.

Here is a marketing plan that you can use right away:

Deal: “Free Home Value Report – Send It in 24 Hours.”
Campaign: The goal is to get new leads.
Ad Set: $30/day for an ad set that targets website visits within 10 miles.
Ads: Make three creatives using the above templates (an image, a movie, and a carousel).
Form: Name, phone number, email address, and the question “Are you interested in selling?” (Yes/No).
Automation: 5-minute SMS, 15-minute email with report, 24-hour call, and foster emails on days 3, 7, and 14.
Test: Run for 10 days, track CPL and meetings, and reward winners on a scale.

Conclusion

It’s not magic to get real estate leads on Facebook; you need a plan, to test it, and to move quickly. These 17 strategies will help you make campaigns that are easy to understand, get results quickly, and give you more value than your competitors. Test your creatives and start with one lead magnet. Also, keep track of real metrics like meetings and closed deals.

Questions That Are Often Asked

Can I Connect My Facebook Lead Ads to My CRM?

Yes! Tools like LeadsBridge quickly connect Lead Ads to your CRM, making sure that leads get into your pipeline so you can follow up with them right away.

What Number of Fields Should My Form Have?

Name, phone number, and email address should be all you need. If you need to narrow leads without hurting completions, add one optional qualifier.

Should You Bother Making Videos?

Of course. Short movies (15–30 seconds) get people more involved and build trust. Just stress one benefit, like a report on the market or a promise of a home’s value.