Let’s be honest. Most real estate ads on Facebook look like someone’s cousin slapped together a flyer in Microsoft Paint and hit “Boost Post.” But Facebook, for all its flaws and fluctuating algorithms, is still one of the most powerful ways to move property, if you know what you’re doing. And that’s the catch. Running real estate ads on Facebook means working with the rules, not against them, and knowing how to aim before you fire.
First things first: Facebook doesn’t let you run wild anymore.
The Special Ad Category: Facebook’s Fair Housing Filter
Since 2019, Facebook’s been enforcing a “Special Ad Category: Housing” label for any ad related to real estate. That’s not optional; it’s their way of staying compliant with anti-discrimination laws like the Fair Housing Act, and it comes with a few guardrails.
Here’s what that means in practice: you can’t target by age, gender, or ZIP code. Interest targeting is watered down, and forget about using lookalike audiences based on demographics. Instead, you get “Special Ad Audiences,” which rely more on behavior than personal traits.
So, if you were planning a hyper-targeted campaign aimed at, say, 30-something newlyweds in a specific neighborhood, you’ll need to rethink that.
Location Targeting: Not Dead, Just Adjusted
Now, losing ZIP code targeting might feel like someone took away your best tool. But there’s still some wiggle room. You can target by radius, say, 15 miles around a specific city or even a pin on the map. It’s not as precise, but it works, especially if you combine it with Facebook’s behavioral data.
For example, you can layer in behaviors like “Likely to move” or interests like “First-time homebuyer.” Is it perfect? No. Is it workable? Absolutely.
Pick Your Campaign Objective Like You Mean It
Facebook Ads Manager offers a buffet of campaign objectives. But for real estate, only a few actually make sense. If you’re just boosting posts, you’re basically tossing money into the wind and hoping it lands somewhere useful.
Here’s what actually works:
- Lead Generation: Facebook’s built-in forms are fast, mobile-friendly, and don’t require users to leave the
platform. - Traffic: Great if you’ve got a solid landing page that gives people a reason to stick around.
- Conversion: If you’ve set up the Facebook Pixel properly, you can track actions like form submissions or property inquiries.
Each one of these objectives tells Facebook how to serve your ad. So don’t just click something and hope. Think about what you want people to do, then build around that.
Your Landing Page Is Not a Dumping Ground
Sending people to your homepage is like inviting someone to an open house, then handing them a map and saying, “Figure it out.” You need landing pages that are specific, focused, and built to convert.
That means:
- High-quality images (no blurry phone shots, please)
- Virtual tours if you’ve got them
- Clear details about the property
- A lead capture form that’s hard to miss
- Maybe even a little bonus, like a downloadable market guide
And if you’re not a web developer? Tools like Unbounce or Instapage make this surprisingly painless.
Static Images Are Boring. Use Video or Carousels.
You’ve got about three seconds to catch someone’s attention before they scroll past your ad and go back to watching dog videos. Static images just don’t cut it anymore.
Instead, try:
- Video walkthroughs that show off the flow of the home
- Carousel ads that let you feature multiple rooms or listings
- Slideshow ads if you want a lightweight video experience without heavy editing
And don’t forget captions. Around 85% of people watch Facebook videos with the sound off, so unless your listing speaks
telepathically, add text.
Retargeting: The Follow-Up You Didn’t Know You
Needed
If someone checked out your listing and didn’t convert, don’t just let them vanish. This is where the Facebook Pixel comes in. Once it’s installed on your site, you can retarget people who visited specific pages, watched your videos, or even interacted with your Facebook Page.
You might remind them about a property they viewed, offer a free consultation if they lingered on your services page, or promote an upcoming open house. The point is, you’re not starting from scratch with a cold audience; you’re nudging someone who already showed interest.
And yes, even with the Special Ad Category, Custom Audiences from site traffic and engagement are still fair game.
Test Like You’re Trying to Break It
The most successful real estate advertisers have one thing in common: they test everything. Headlines, images, CTAs, audience segments, placements—you name it.
Facebook Ads Manager has built-in A/B testing tools, so use them. And don’t just look at vanity metrics like impressions. Focus on Cost Per Lead, Click-Through Rate, and actual conversions. The data doesn’t lie; it just needs your attention.
Stay Compliant. Seriously.
Real estate is one of those industries where compliance isn’t optional. Always include your brokerage name and license number if your state requires it. And be careful with your language. Saying a home is “perfect for young families” might sound innocent, but it can get flagged as discriminatory.
Want to see what others are doing? Facebook’s Ad Library is wide open. You can browse competitor ads and make sure yours doesn’t stick out for the wrong reasons.
Let’s Wrap This Up
Running Facebook ads for real estate isn’t about shouting into the void. It’s about using the tools, following the rules, and creating something people actually want to click on.
You’re not just placing ads; you’re building trust at scale.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog