Facebook real estate lead generation: tips & best practices for 2025

Looking for the best way to generate high-quality leads on Facebook? The game has changed significantly since the days of posting your ‘Just Listed!’ updates and calling it a day.

“Social media is a tool. You can use it as a tool or be used by it. It’s your choice,” says Shawn Getty of the Calgary based Getty Group. Shawn drives 30-40% of his business from Facebook, with no cost.

If it’s time to breathe new life into your Facebook strategy, you’re in the right place. Today we’re sharing the latest best practices and expert tactics used by real team leaders. 

6 ways to generate high-quality leads on Facebook

In the modern game of real estate, there’s no shortage of lead platforms to choose from—the key is understanding each one’s unique role in your broader lead gen strategy.

When it comes to generating high-quality leads on Facebook, there are a number of ways to win. From posting your listings on Facebook Marketplace (yes, really) to optimizing your Lead Ads for peak conversions, there’s a winning approach for every type of real estate business.

1. Define your goal and audience

As with any other real estate marketing strategy, the first thing you need to figure out is who you’re trying to reach. Are you looking to connect with prospective buyers, sellers, agents, or referral partners?

Consider the final action you want your prospects to take and make this your call to action (CTA):

• Do you want them to attend your community event or open house?
• Do you want to collect their email address, phone number, or other contact information?
• Do you want them to make a listing appointment with you?
• Do you want them to opt into receiving further communications, like a real estate newsletter?
  

In a well-balanced real estate advertising strategy, these actions don’t have to be mutually exclusive. 

Whether you’re looking to fill the top of your funnel with qualified buyer leads or generate more listing appointments with potential seller leads, the key is to use Facebook to create an engaging experience prospects will respond to, instead of scrolling past.

{{cta-yellow}}

2. Optimize your content

Consumers are surrounded by digital marketing and understandably skeptical. Data shows that a staggering 30% of US consumers say they aren’t willing to share their personal data for any reason. 

No matter how good your Lead Ads are, the rest of your content is just as important. Make sure your Facebook Business Page is fully optimized with all fields completed and a message that flows seamlessly from your real estate website to your Business Page.

If you’re using a real estate landing page to capture leads, win more trust with your audience by making sure your offer provides real value to your target audience.

Some ideas for real estate lead magnets could include:

• Checklists for buyers and sellers
• Neighborhood guides
• Market reports
• Resource lists for first-time homebuyers, families, pet owners, etc.
  

Don’t stop there. Create a ‘surround sound’ effect for your audience, by bringing the entire team in on the action.

Here are some tips to help you grow your organic reach on Facebook:

• Give agents ready-made content: Don’t ask agents to mindlessly share the social media posts from your Business Page. Instead, provide the raw materials—image files and visuals, ad copy, boilerplate post copy, tags, etc.—they need to create their own original content.
• Centralize your resources: Create a shared Google drive or dedicated Slack channel with all your marketing assets so agents and team members can easily copy and paste to their own Facebook and Instagram accounts.
• Keep a consistent cadence: As with any lead channel, consistency is the name of the game. Aim to publish two pieces of content 5x per week to stay top of mind with leads.
  

“I have a love hate-relationship with social media myself,” admits Marcus Larrea, Founder and Team Leader of Palm Paradise Realty Group. “But it’s a necessary thing that you should be doing if you’re in this business.”

Knowing this was one of his weak points, Marcus hired a marketing person to help him out. “Now our social media is awesome,” he says. 

Whether you’re hiring a dedicated marketing role or enlisting the help of a marketing-minded virtual assistant, make sure you’ve got the right person for the job. (Hint: It’s okay if that person isn’t you!)

⚡Pro tip: Got an ace Social Media Manager? Hit pause before transitioning them into a Marketing Director role. “If you went and asked them to set up a Facebook marketing campaign to both generate leads and remarket the database, a lot of them can’t do it,” says real estate expert Grant Wise. Whether you hire or train, the right person needs to have a head for analytics.

3. Segment your audiences and channels

Your agent and referral content will look a whole lot different than your homebuyer content. If you don’t segment your audiences effectively, you risk confusing everyone.

“Number one, if you have a different audience, create a different channel,” says Bryan Koci, Media Manager at Whissel Realty. By creating separate channels for different audiences, you can target each one more effectively. Then you can replicate that success on other channels.

Today, Bryan and the team at Whissel Realty have 4 YouTube channels—consumers, agent attraction, local area content, and one for a specific team within the broader group. They also have 3 Instagram accounts and 5 Facebook accounts. But they didn’t get there overnight. 

“Don’t do it all at once. Grow little by little. But if you’re going to have a different audience, have a different channel,” suggests Bryan. Once you’ve got your audiences nailed down, you’ll be able to distribute your content to the people most likely to act on it.

4. Add pages and groups as you grow

Facebook Business Pages are where you present your content, but groups are how you get it seen.

“I’m still a big fan of Facebook Groups,” says Bryan. “A Facebook Group builds collaboration, it builds relationships, and you don’t have to post all the content, other people do it for you.”

Instead of prospects passively consuming your content, Facebook Groups allow them to talk to each other and grow organic awareness for you. 

Here are 2 simple tips to get more out of Facebook Groups:

• Use private, visible groups to keep out spammers and build trust between members
• Appoint a group admin to keep the conversation productive and protect your credibility

Remember, you don’t have to launch all the groups all at once. You can add pages and groups as you grow, once you’ve got the right people and systems in place to make sure each one is a success.

5. Post listings on Facebook Marketplace

In 2022, Facebook confused a lot of real estate agents with the news that they would no longer be able to advertise their listings on Facebook Marketplace using their business profiles. But you can still post from your personal Facebook profile, and generate a lot of business doing it.

Shawn Getty of Getty Group gets 30-40% of his business from Facebook Marketplace. 

“I literally got sent screenshots of group chats of real estate agents making fun of me, literally saying ‘he can’t afford to run ads, look at this idiot, he’s posting on Marketplace, whatever.’ I’ve personally never done less than 20 deals a year off of Marketplace, for completely free,” says Shawn. 

Who’s laughing now? Creating a “Home for Sale or Rent” listing on Facebook Marketplace is free and easy. And if you’re intentional about how you use it, it can be a steady source of new leads.

6. Optimize your Facebook ad campaigns

As with every other tactic on this list, the more intentional you are with your real estate Facebook ads, the stronger your results will be.

When you’re setting up your ads in Ads Manager, consider the following targeting options:

• Behavior: Target based on engagement, purchase behavior, travel behavior, device usage, media consumption, connections, and more
• Interests: Target prospects who have indicated to Facebook that they are “interested” in real estate listing websites, or retarget users who have already: visited your website, joined your customer list, engaged with your content and Facebook Business Page
• Demographics: Target by age, gender, education, or zip code
• Use custom audiences: Find and target your existing audiences across all Meta platforms
• Build lookalike audiences: Target people who resemble your existing audiences, for example those who share the same interests

With detailed targeting, you can reach the most relevant audience for your real estate Facebook ads, increasing the chances of conversions. And with the right data and reporting tools, you can see how Facebook stacks up to your other social media platforms, like Instagram, LinkedIn and YouTube.

Set up a Meta pixel on your website so you can retarget your ads to past visitors and get in front of potential clients as often as possible.

Finally, don’t forget to test your ad creative. Whether you’re targeting homeowners or first-time buyers, take time to experiment with A/B testing to understand which ad sets perform best.

Are you using carousel ads effectively? Have you tried adding customer testimonials to your visuals? Are there too many mandatory fields in your lead forms? 

If your Facebook advertising isn’t generating leads like it should be, don’t give up. Take time to fully optimize your ad content and targeting based on what works best for each audience.

7. Connect your Lead Ads to your CRM

Are Facebook lead ads worth it? 

This is a common question for agents and team leaders. But the truth is, the success of your Facebook advertising strategy is only as good as your ability to work the leads that come in.

To make sure your agents never miss an opportunity, funnel your Facebook leads directly into your real estate CRM.

If you’re already a Follow Up Boss user, the process is simple. Once integrated, you can assign the Facebook Lead Ads action plan to try and convert new leads via automations. With targeted automations in place, each new lead will get a text and a series of emails to help start a conversation.

The goal is to give your agents the support systems they need to win with Facebook ads so that all they have to do is act.

“You’re providing everything for them. The only thing you’re not providing is the action. They have to take it,” says Tristan Ahumada, Co-founder and CEO of LabCoat Agents and Team Leader at Tristan and Associates.

With the right nurture and retargeting systems in place, you can increase the value of every new lead.

Convert Facebook leads faster with FUB

In the real estate industry, lead gen tactics are always evolving. By giving your team a step-by-step system for consistently connecting with potential buyers and sellers, you can stay a step ahead.

A high-impact plan for your Facebook leads starts with your real estate CRM. With Follow Up Boss, you can centralize, nurture, and retarget Facebook leads until they’re ready to convert.

{{cta-yellow}}

Note: The content in this article contains best practices and you are not required to use them in order to use Follow Up Boss. Nothing in this presentation is intended to be legal advice and you are responsible for ensuring your own compliance with applicable laws. For specific questions about any duties or obligations arising out of a real estate transaction, check your local and state licensing laws and regulations.

Copyright 2025 by Follow Up Boss, LLC and/or its affiliates. All rights reserved.