In real estate, competition for listings is fierce; hence, it’s important to stay visible and front-of-mind with as many prospects as possible, week in and week out. Ads are your number one weapon for maximum exposure.
When it comes time to select a property professional, homeowners or property investors are spoilt for choice. So, how do you stand out from the pack and ensure your name is easily recalled when someone needs expert help?
Social media offers a perfect playground for real estate sales agents, property managers, and buyer’s agents to mix with prospects on mass. You can showcase your expertise, local knowledge and, just as important, personality in ways that resonate with potential clients.
A consistent presence on Facebook, Instagram, and LinkedIn lets you engage with your community, share market insights, position yourself as a local expert and ultimately get more listings.
But here’s the reality—if you’re not running social media ads, you won’t be seen, which means your chances of long-term success shrink dramatically.
Most people I chat with still rely heavily on organic (unpaid) reach, assuming that simply posting is enough to reach everyone who has liked or followed your page. They don’t realise that organic reach is limited in today’s digital landscape. I will be frank here – it’s a complete waste of your time. Without paid advertising, you’re missing the point of social media marketing. Social media channels offer real estate businesses significant opportunities to reach people you have not yet met alongside people who already know you, and you don’t need a massive advertising budget like in the newspaper days.
Still not convinced? Let’s explore using social media ads to increase your real estate brand marketing and get more leads.
Why social media ads are fundamental for real estate
Unlike organic posts, which rely on unpredictable algorithms (e.g., hoping your content reaches someone beyond your Mum, colleagues, and competitors), paid social media ads are prioritised by the platforms, ensuring they’re seen by a wider audience beyond a page’s follower base. After all, you are paying to be shown to people. Organic is simply a free ride.
Example: no ads
Example: with ads
By “paying to play,” you create posts targeting specific demographics – such as age, location, interests, and behaviours – so your marketing messages reach the right people. For example, a modest Meta budget of $20 a day, targeting homeowners in a specific suburb who are interested in real estate, will deliver far greater reach and results than a letterbox drop. Better still, your ad will be seen several times, reinforcing the message. Nobody returns to their letterbox to find a second copy of the same flyer in their mail!
Additionally, paid ads on Meta platforms offer extra perks like lead capture forms, call-to-action buttons, and instant experiences to encourage direct engagement with prospective home sellers or property investors. Whether you’re capturing contact information or guiding users toward a website, these features mean your posts don’t just sit there in your shop window looking pretty – they actively work to convert browsers into real people you can talk with.
One of the most compelling aspects of paid social media ads is retargeting. Have you ever noticed how some product you Googled or had considered buying follows you around online for a period of time? The same concept is available for real estate businesses. These retargeting ads can “follow” users who’ve visited your website or interacted with your social media pages, keeping your brand top of mind and building trust. This constant exposure means that when they’re ready to act, you’re the agent they remember because you seem to be everywhere to them.
Unlike traditional advertising methods like billboards or print (which are untargeted and like shouting into a void), social media ads let you target exactly who you want, meaning you’re not wasting money on irrelevant eyeballs. Plus, real-time data offers insights beyond just the likes and shares – you can track impressions, reach, clicks, and conversions, which in turn help you refine your digital marketing strategy and ensure your real estate marketing budget delivers tangible results.
Boosting vs. paid ads: what’s the difference?
Boosting posts is often most agents’ first foray into social media advertising. It’s quick, easy, and gets your content seen by more people. It lets you target basic demographics like age, location, and interests. But, while boosting is the quickest way to promote content to a broader audience, it’s like ordering fast food—convenient but doesn’t fully satisfy your hunger (for leads).
On the other hand, a comprehensive paid ad campaign is like a five-course meal – it’s carefully crafted to deliver long-term satisfaction (results). You have full control over audience targeting, budgeting, and the call to action, meaning your ads reach the right people at the right time, generating interest, engagement and leads. So, if you’re serious about building your real estate brand and having more homeowners or property investors know who you are, a professionally run social media ad campaign will always beat clicking the ‘boost button’.
Do real estate agents leverage paid advertising enough?
Despite the advantages of social media advertising, the real estate industry is still currently underutilising this valuable marketing tool. While some property professionals dabble in paid campaigns, there’s a gap in how effectively these advertising platforms are used. Many agents view social media ads as a tool to get additional eyes on property listings, but it’s way more powerful than property campaigns alone. The piece de la resistance is building a personal or agency brand. And I am not talking about an ad that asks, “Who wants an appraisal?” when you’re short on listings.
Social media advertising campaigns aren’t just about quick wins – they’re about enhancing your reputation and positioning yourself as a go-to expert in your market. Agents who treat paid ads as a long-term investment, sharing insights and tips for preparing a home ahead of a property marketing campaign and showcasing how they support the communities with whom they work stand to benefit far more than those who use ads purely for short-term prospecting.
Without the support of paid social media ads as part of your brand marketing strategy, your business is being buried under a sea of viral dance trends and endless cat memes. Without paying for ads, the time and effort you spend crafting social posts disappears down the digital drain, leaving you with little (or nothing) to show for all your posting efforts.
What’s holding your social media ad budget back?
Many real estate professionals I talk with tell me they have tried social media advertising but have yet to be impressed by the results. The truth? It’s rarely the ads that are to blame – it’s the way the ads were set up and managed. Most of the time, I see poorly run campaigns that lack a strategy, clear goals, or a proper marketing funnel in place. Running an ad campaign that says “Book an appraisal” and sends people to your agent profile page is really uninteresting. It doesn’t differentiate you from all the other agents doing the same thing.
There’s a misbelief that running social media ads will instantly generate real estate leads that convert into listings. Even if a property owner sees your ad, it is unlikely that they will immediately list their house with you. Sure, it’s possible, but let’s be realistic: it’s more likely that they need to see a wide variety of your ads and marketing messages on a regular basis to even remember who you are.
Effective brand marketing campaigns require in-depth audience targeting (using data) and compelling creative alongside the right marketing ecosystem underpinning the lead capture process. The beauty of always-on advertising is that you gain data insights and learnings that can be used to refine your real estate marketing strategy. Without these components, your message will fall flat, leading to disappointment and a reluctance to run ads again.
In-house or outsourced ads: what works best?
Understanding the need for paid ads is one thing; executing them effectively is another. Some real estate agencies assign social media advertising tasks to their in-house admin team; however, without specialised knowledge or keen attention to detail when navigating the myriad of advanced ad options available on social sites today, it’s easy to make very costly mistakes.
Running ads isn’t a “tick the box” task. It demands platform expertise, constant monitoring, and strategic adjustments. In-house staff might excel at their daily property marketing responsibilities. Still, social media advertising to promote your brand can quickly become another item on an already packed to-do list, leading to a lack of time to give these all-important brand marketing initiatives the required skill and attention.
Outsourcing your brand marketing to an experienced team of real estate advertising specialists ensures your business campaigns are handled by professionals who live and breathe digital advertising. These experts know how to test the creative, refine targeting, and analyse performance metrics to deliver results. Plus, they work across multiple clients, gaining insights that sharpen their strategies and improve outcomes for every real estate business they support.
Social media platforms evolve rapidly, and staying on top of algorithm updates and new advertising features takes time and dedication to the craft. Just as you must stay abreast of changes to real estate legislation, ad specialists stay ahead of all things digital advertising. They ensure your social media campaigns remain effective, swiftly troubleshoot issues that might arise, and adapt to the ever-changing digital landscape. This expertise not only maximises your ROI but keeps your real estate business competitive in a fast-paced world.
Prefer to use in-house marketers? Invest in training!
Some real estate businesses prefer to manage social media ads in-house. However, this approach demands a strong focus on training and skill development. You need to equip staff responsible for marketing your business or client properties with the necessary expertise to avoid underperforming campaigns or wasting your limited ad budget.
Investing in regular training can bridge this gap, ensuring that your real estate marketing staff can plan, launch, and optimise digital and social media marketing campaigns effectively. This training should extend beyond introductory knowledge, delving into essential areas like audience targeting, creating engaging ad content, and analysing performance metrics such as click-through rates and cost per lead.
Managing ads in-house isn’t about cutting costs (in actual fact, it will probably cost you more) – it’s about investing in the training and tools needed to make your social media advertising truly work for you. With the right skills, your in-house team can transform their skills and real estate marketing efforts into powerful, results-driven strategies that support your wider real estate business goals.
Key lessons for real estate professionals
Social media ads are a powerful tool for building a real estate brand that will be in business for the long haul. You can ensure your real estate brand stands out in a crowded marketplace by targeting the right audience, staying visible and positioning yourself as a local property expert. If social media ads aren’t yet part of your brand marketing strategy, now’s the time to jump in. Even a modest budget, invested consistently, will give you a significant return in terms of brand awareness, engagement, and a steady flow of new business.
So, don’t wait for your competitors to get ahead of you—be proactive and implement a brand marketing strategy with paid social media ads.
Ready for professional real estate brand marketing help?
Are you a real estate business owner looking to grow brand awareness through social media advertising? Whether you’re looking for an experienced team of real estate marketing experts or tailored training, I’ve got you covered. Book a free 1-hour consultation with me, Melanie Hoole, and I’ll provide on-the-spot recommendations personalised to you or your business. I look forward to chatting with you!
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
