5 common pitfalls to avoid when running Facebook real estate ads
Even the smartest Facebook ad campaigns can fall flat if you overlook a few basics. For real estate agents, avoiding these slip-ups can save your ad spend and bring in more qualified leads.
Here are five pitfalls to keep in mind when you create real estate ads:
- Poor image quality: Blurry or dark photos won’t sell a home. If your property listing looks unappealing, buyers will scroll right past. Always upload high-quality images that show the property at its best.
- Unclear CTA: If your ad copy doesn’t spell out the next step, like “Book a viewing” or “Send a message”, most Facebook users won’t take action. Keep it short and direct.
- Bad mobile experience: Most people see Facebook ads on their phone. If your landing page is slow or hard to navigate, you’ll lose potential buyers before they even explore your real estate services.
- Mis-targeting: Targeting too broadly wastes money. A local real estate business should focus on people nearby, not buyers halfway across the country. Use Facebook Ads Manager to define a clear target audience.
- Failure to test: No ad is perfect on the first try. If you’re not testing different ad formats (like single image, carousel ads, or video ads), you’ll never know which approach actually drives leads. Start small with a few dollars, compare results, then scale up.
6 real estate Facebook ad examples
Now that you know what makes an effective real estate ad, let’s look at how other brands are using Facebook advertising to reach potential buyers and generate leads.
Here are 6 great examples of real estate Facebook ads:
- Alleyne Real Estate Barbados: urgency done right
- Zac McHardy: making Facebook Live feel like a house tour
- iGrow Wealth: teaching before selling
- Vakil Housing: speaking to buyer pain points
- Zephyr Real Estate: proving less is more
- Daft.ie: using carousel ads to show more homes
#1 Alleyne Real Estate Barbados: urgency done right
Alleyne knows how to stop the scroll. Their ad leads with a bold, all-caps line: “LAST MINUTE AVAILABILITY.” It’s short, punchy, and instantly creates FOMO for potential buyers.
(Image Source: Alleyne Real Estate Barbados)
The rest of the ad copy gets straight to the point: book now and enjoy exclusive perks like a private airport transfer. Add in the high quality image of a stunning villa, and you’ve got an ad that feels both exciting and trustworthy.
It’s a great reminder that you don’t always need long text. Sometimes, just a few words plus the right image can make a Facebook ad campaign super effective.
#2 Zac McHardy: making Facebook Live feel like a house tour
Not every real estate ad has to be static. Zac McHardy, a local real estate agent, takes things up a notch by using Facebook Live to walk viewers through a new listing.
Instead of just posting photos, he turns his ad into a live virtual tour: giving potential buyers the chance to see the property in real time and even ask questions as they watch. It’s a simple but powerful way to build trust and generate leads.
(Image Source: Zac McHardy)
What makes this smart is that Zac doesn’t just rely on video ads to get views; he ties it back to his real estate business by pointing people toward his website and leaving clear contact details for next steps.
It’s a great reminder that sometimes the most compelling Facebook ads aren’t heavily polished. A live, authentic walkthrough can connect with your target audience in a way no staged photo ever could.
#3 IGrow Wealth: teaching before selling
Not every Facebook real estate ad needs to push a listing. iGrow Wealth shows how you can attract potential clients by offering something valuable upfront.
Instead of another property photo in the feed, their ad campaign promotes a free webinar for beginner investors. The ad copy is simple and clear: learn the basics, sign up for free, and start your journey. By positioning themselves as educators, iGrow earns trust early on in the home-buying process, before buyers are even ready to commit.
(Image Source: IGrow)
Highlighting the word “Free” in big, bold text is also a smart move. It instantly lowers the barrier to entry and boosts lead generation, since people are more likely to click when they feel like they’re getting value without risk.
This is a great reminder that one of your campaign objectives doesn’t always have to be selling on the spot. Sometimes, giving just a few words of guidance (and free resources) is what gets buyers to see you as their go-to expert in real estate.
#4 Vakil Housing: speaking to buyer pain points
A big part of real estate marketing is knowing what your target audience actually cares about, and then putting that directly into your ad copy. Vakil Housing nails this by addressing a common concern for families: finding a home big enough for everyone.
(Image Source: Vakil Housing)
Their Facebook ad campaign uses a simple but powerful line: “Keep your whole family together.” In just a few words, they connect emotionally with potential clients who are looking for more than just square footage.
By pairing this with a clear price point and an urgent CTA, Vakil Housing makes their Facebook ads work toward two goals at once: building trust and driving immediate action. It’s a great reminder that the right campaign objective isn’t always about showing off a property, but about showing buyers you understand their needs.
#5 Zephyr Real Estate: proving less is more
Not every real estate Facebook ad needs paragraphs of text. Zephyr Real Estate shows how a few well-chosen words can work harder than a long description.
Their ad copy is short and inviting: “You could be coming home to this.” It’s simple, emotional, and instantly gets their target audience imagining themselves living in the space. Pair that with a clean single image ad, and you’ve got a piece of real estate advertising that feels effortless yet effective.
(Image Source: Zephir Real Estate)
This approach also keeps ad costs lower. Instead of overloading one ad with too much information, Zephyr’s team focuses on sparking curiosity. That curiosity is what drives clicks, conversations, and ultimately lead generation.
#6 Daft.ie: using carousel ads to show more homes
When it comes to real estate Facebook ads, variety matters. Daft.ie shows how powerful carousel ads can be by letting them showcase multiple properties in just one ad.
Each card highlights a different listing with its own photo and price point, instantly widening the appeal to a bigger target audience. For potential clients, this feels like flipping through a mini property catalog right inside their feed.
(Image Source: Daft.ie)
From a real estate advertising angle, it’s smart: one ad highlights several listings, reaches a wider target audience, and makes better use of your ad spend.
Frequently asked questions
What should I include in my real estate Facebook Ad?
The best Facebook real estate ads combine three things: strong visuals, clear ad copy, and a powerful CTA. Use high-quality images or short video ads to present your real estate listings, and always include contact details so potential buyers know exactly how to reach you.
What is the best type of Facebook Ad format for real estate?
It depends on what you’re showing. Carousel ads are perfect when you want to highlight multiple rooms or even multiple properties. If you want something more immersive, try video marketing – a short virtual tour or walkthrough helps buyers picture themselves in the home. Both are proven to drive higher engagement than static posts.
How much should I budget for real estate Facebook Ads?
You don’t need to spend big. Many real estate agents start with just a few dollars a day, and some clicks cost only a few cents. The key is to test different ad campaigns, watch your ad spend, and put more money into the ads that actually bring in property buyers.
What is Facebook’s geo-targeting feature?
Using Facebook Ads Manager, you can show ads only to people in the neighborhoods you’re selling in. Whether it’s first-time buyers or investors, narrowing your target audience ensures your ads reach people who are most likely to act.
How can I test and improve my Facebook Ads over time?
Think of it as fine-tuning. Test different Facebook ad types: swap a single image ad for a carousel ad, try out collection ads, or rework your ad copy in just a few words. If someone clicked on a property listing but didn’t convert, you can use retargeting ads to bring them back. The more you test, the more leads you’ll generate without wasting your marketing budget.
Make your real estate marketing work smarter
Real estate Facebook ads work best when they’re simple, targeted, and supported by strong visuals and copy. But ads alone won’t carry your entire marketing strategy, you also need consistent organic content to build brand awareness, showcase your properties, and stay visible between campaigns.
That’s where SocialBee helps. As a social media management platform, it lets you plan, schedule, and publish posts across your Facebook business page and other networks. Instead of scrambling to keep your real estate marketing efforts aligned, you can keep everything organized in one place while focusing on connecting with your audience.
Ready to streamline your social media and keep your real estate marketing consistent? Start your 14-day free SocialBee trial today.
