Facebook is the perfect place for real estate advertising.
That’s because, with real estate, you can use location, demographics, and interests to target potential buyers who have the best fit with your property.
For any kind of property you’re hankering to sell, it’s way easier to find your perfect-fit customers on Facebook than any other platform, be it digital or brick-and-mortar.
Easier said than done?
Check out our selection of the best Facebook ads for real estate and discover how to bring on the personality and solve customer problems–––right in your ad!
You may have your listings all rounded up, photos and agents at the ready. If you’re an agent yourself, you may already have a portfolio of closed deals.
How do you spin these materials into the space of a single ad?
Luckily, we’ve rounded up 43 stellar real estate ads to inspire your ad design and help you determine exactly what you should (or shouldn’t!) include.
1. Zephyr Real Estate – Describe a Home Scene
Zephyr Real Estate gets people into a desirous mindset by writing copy with a command: “imagine coming home to this gorgeous 1 bedroom” in a swanky part of San Francisco. The link description emphasizes this again with “You could be coming home to this.” A desiring mindset is a buying mindset—prompting viewers to click on the ad to find out how to achieve a vision for themselves.
2. Lisney – Show a Live Tour
Lisney boosts brand awareness by using Facebook Live to tour a property. A live video tour makes Lisney’s listing more authentic, building brand trust in ad viewers. Facebook Live ads helped Lisney 4.5X viewings on their pilot property.
3. QuintoAndar – Retarget People With Previous Interest
QuintoAndar used dynamic ads to target people who looked at particular properties on their website. They used the Carousel format to show off the properties that were already looked at, plus others that could be of interest, increasing their chances of renting to those retargeted.
4. 99.co – Turn Content into Creative
99.co, a Singapore-based agency, uses creative content marketing to draw people into the company’s website. The image and the well-written copy set 99.co on the map as a real estate tastemaker.
5. IGrow Wealth – Host an Educational Event
IGrow Wealth Investments increases brand awareness by hosting an educational event on property investment. They make it clear with the “Free” corner banner that people have nothing to lose by attending the event.
6. Vakil Housing – Touch on a Personal Pain Point
Vakil Housing uses a touchy, but effective pain point to persuade people to consider their homes: “keep your whole family together.” By making their copy about family, Vakil Housing takes the risk and stands out as a more personal, understanding agent.
7. NestAway – Say What You’re Paying For
NestAway uses a banner to clearly mark its competitive advantage: providing house listings that include furnishing costs. The image reinforces the benefit of using NestAway, by featuring a fully furnished apartment.
8. One Smart Penny – Show a Floorplan
You don’t have to use an actual floor plan to get people to notice your property. One Smart Penny grabs the attention with a stock floor plan, which stands out visually from the usual real estate photos. This attracts people who have specific real estate goals, like square footage or layout.
9. Coldwell Banker Real Estate LLC – Have a Celebrity Do the Talking
Coldwell Banker uses a celebrity influencer, John Smoltz, to appeal to baseball lovers looking for a home. This makes effective use of intersecting interests to narrow in on a specific, dedicated niche.
10. Sunway Property – Highlight Your Benefits in Copy
Sunway Property distills its service down to two selling points: an immediate returns plan and a well-located Flexi Office. They put both points straight in the copy so that people know exactly what they’re getting into with the ad click-through.
11. Mr Sell Team – Use a Cinematic Video
Mr Sell Team promotes its listing by using a high-production value video. This elevates the agency’s aesthetic, and by extension, its authority in a sea of ads that feature amateur-shot videos.
12. TheMoveChannel.com – Give Investing Advice
Right in its copy, TheMoveChannel provides valuable advice for its Facebook ad viewers on what to invest in, and when. This provides compelling context for the individual apartments that TheMoveChannel is actually selling.
13. Keller Williams Realty – Promote Your Service for Free
Keller Williams Realty generates leads with the power of a free home valuation. This ad promises to reduce the friction of selling a home by offering to take over an important step in the process. This acts as a magnet for potentially stressed people who are about to sell, or are thinking of selling.
14. Zillow Premier Agent – Solve a Customer Problem
With the simple sub-headline, “Today’s Low Inventory Market,” Zillow Premier Agent addresses a customer problem head-on. It emphasizes its free solution: “10 Ways to Get More Listings.”
15. South Bay Homes with Amir – Set Up an Event
When people have a lot of different showings to attend, an event ad makes it easy for people to sign up for yours right away. South Bay Homes created an event ad for its Open House, which made it easy for interested parties to mark it on their Facebook calendar, notification and all.
16. AdWerx – Make an Urgent Offer
AdWerx targets real estate agents with a time-sensitive offer, but keeps the ad tasteful by making the “before it’s too late” a smaller font. The ad graphic also hammers home the limited supply by showing one more “spot” left.
17. Roman Sidorenko – Namedrop Notables
Roman Sidorenko advertises himself by promoting content that connects him to a household name: Airbnb. His no-frills copy, “my story with Airbnb”, builds him up as a regular guy who “made $40,000.” The ad design keeps it modest and simple to suggest that you, the ad viewer, can too—with Roman’s advice.
18. HomeUnion – Use a Negative Headline
HomeUnion uses a forceful slogan to make its value proposition clear to a niche audience. “Be an Investor, Not a Landlord” makes use of the fact that negative headlines tend to garner more clicks—just by creating tension around a specific opinion—that being an investor is better.
19. Placester – Host a Contest
Placester uses a contest for high-value rewards—a real estate website and an iPad—to entice people to sign up for their services. The ad image strategically incorporates the website into the iPad itself.
20. Northern Atlanta Real Estate – Curate a Property List
Northern Atlanta Real Estate provides a helpful list of all single story homes in the ad viewer’s area. This not only beckons the viewer to click through for more information, it also puts Karin Carr, a specific agent at the agency, on the viewer’s radar.
21. Holley Real Estate – Feature Cutting-Edge Technology
Holley Real Estate made a standout video ad by using a drone to do a tour of their featured listing in Michigan. It garnered curious views and heightened post engagement because the video featured a unique way to see a house.
22. Goodlife Realty – Highlight Specific House Features
Goodlife Realty uses Interest targeting to design an ad that matches properties with standout features to people who would appreciate them. In the case of this ad, it’s an Arnold Palmer designed golf course…and people who love golf, as segmented through the Facebook Ad Manager’s Interests panel.
23. What the Sooke – Appeal to a Lifestyle
What the Sooke emphasizes the convenience and eco-friendliness of a listing to people for whom the commute and eco-consciousness are priorities. The ad does this through copy and its headline, which says “Just 4km from Downtown.”
24. Daft.ie – Include Multiple Actual Listings
For a lot of real estate ads, the images tend to be stock photos of houses that were pretty, but long off the market. To communicate to your viewers that what they see is what they’ll actually get, use a Carousel to showcase multiple current listings. Provide details like price, location, and number of bedrooms to give people a snapshot of whether the house is what they’re looking for.
25. Sacramento Real Estate Photographers – Vary Your Listing’s Photo Angles
People respond to a vast array of visual features when it comes to a house. You can take advantage of the Carousel format, as Sacramento Real Estate Photographers did, to provide different angles of the same listing. Some people will respond to the facade. Some will want to click through because of the pool. Carousel ads let you appeal to a wider audience of potential buyers.
26. All Marblehead – Provide At-a-Glance Contact Info
All Marblehead features its agents by making their name and contact info easy to pinpoint. The boldest part of the Facebook ad is the headline—and while that’s usually reserved for a CTA or a value proposition, it’s a standout place to put a name and phone number for easy reference.
27. Bloomfield, NJ Real Estate Market – Include Growth Metrics
Bloomfield NJ Real Estate Market pumps up its local awareness with a relevant statistic about the local market.
28. Open Listings – Instill FOMO with Numbers
Open Listings uses its ad to bring on the ultimate FOMO: a money-saving offer. In this case, it’s a 50% commission refund, which they strategically rework in their image as a solid number.
29. The Oberoj Team – Use Color Contrast
A lot of pictures for modern interiors end up looking similar: muted, clean, and balanced. The Oberoj Team makes their ad image stand out by using a bright red “Just Listed” banner. This makes their listing seem fresh and new.
30. Alternative Marketplace – Feature a Simple Graphic
Alternative Marketplace gets their message across by a simple graphic made up of symbols: a house, cash, and a handshake. This makes their value proposition immediate to people who might be scrolling quickly through their feed. For more details, people can turn to the copy: it’s a bond investment opportunity.
31. Ann Arbor Real Estate – Target First-Time Buyers
First-time home buyers are likely to need help choosing a home in their area of choice. For its single-image ad, Ann Arbor Real Estate targets first-time home buyers and promises to solve their problems with a “mobile friendly home search.” This, paired with an image of a friendly interaction with an agent, makes the agency appear helpful and knowledgable.
32. Joe Taylor Group – Go Ham with Property Images
When it comes to a prospective home, people are likely to scrutinize before they buy. Joe Taylor group follows up on that need by providing 11 photos of the same listing within a Collection format, which allows people to see 4 of those photos at a glance. By putting the most enticing photos in a Collection, Joe Taylor Group presents their listing as eye candy, and worth an immediate offer.
33. Venture Realty Group – Leverage The Customer’s “Neighbor”
When it comes to valuing our homes, aren’t we all looking to see what the house down the block sold for? Neighbors are a compelling source of social pain, and Venture Realty Group uses “your neighbor’s house” to address the customer’s pain point of underselling. You can use geolocation to target people who live near properties that have already been sold.
34. CMK and Associates Real Estate – Give a Virtual Tour
The main function of real estate ads is to get people to interact with a property in real life. What if you could convince someone to buy right from their Newsfeed? With a virtual tour, CMK and Associates did just that. They teased the tour with a promise that it “will leave you speechless.” If you don’t have time to construct an entire home’s tour, you can use Facebook 360 to tease a particular room.
35. Beazer Homes – Specify a Price Range
A determining factor in buying a home is price. People filter their house search by price, which is why Beazer Homes mentions their curated price range of homes to reduce friction for a specific audience segment. That way, the prospective buyer looks at the ad and immediately clicks because the price range of homes provided is what they would have to search for on their own.
36. StreetText – Feature Self-Aware Content
Using a picture of a house is a common trope in real estate ads. To stand out, StreetText promoted funny, self-aware content that rounds up real estate images that miss the mark.
37. State Farm Nation – Give Homemaking Tips
When selling anything related to people’s homes, it boosts brand awareness to provide relatable, down-to-earth advice about homemaking. In this State Farm Nation ad, the insurance company features a “home hack” of vanilla fragrance.
38. Vancouver Area Homes for Sale – Annotate an Area Map
People want to sell their homes for top dollar, and with a map of selling prices in their area, they can get a sense of what top dollar means for their specific neighborhood. Maps are a useful way to assess this at a glance, which is why this Vancouver Area Homes for Sale ad effectively grabs the attention. It provides real value, right within the ad image.
39. Donovan Home Team – Provide Full Details of a Home Listing
Donovan Home Team puts as much detail in the link description as possible for its home description. That’s to reach to detail-oriented viewers who are looking for a particular home feature, like “vaulted ceilings, 2 offices” and more.
40. Grant, Griffith & Jones Realtors – Show Off User Ratings
People believe user ratings more than any other kind of trust proposition, so if your agency has a lot of praise and the rating to show it, featuring that customer feedback is an effective way to show legitimacy and stand out. Grant, Griffith & Jones boosted brand awareness by featuring 5 stars and an endorsement from Zillow in its image.
41. Silicon Valley Real Estate – Play Up a Persona
Roger Prasad uses hype in his copy, like emojis and all caps, to craft a unique voice and make his role as an agent into a hero. He specifies how: “You don’t need to guess the value of your home. I can give it to you INSTANTLY and for FREE.” This emphasis on “I” suggests to people that he understands their pain points and can solve their problems with enthusiasm and without risk.
42. Parker & Brown Real Estate – Hype What’s Upcoming
Competition is built into house hunting, and nothing drives up the competitive impulse more than a house that’s not yet, but will be, on the market. Parker & Brown uses a “Coming Soon” banner to generate hype for listings before they hit the market.
43. Aquila Commercial – Show Your Listing at Different Times of the Day
Most real estate ads feature a gleaming, well-lit property—during the daytime. Night pictures bring out the unexpected personality in a listing. Aquila Commercial uses evening pictures to feature their listing’s outdoor lighting system. The Carousel format puts night and day pictures side by side for eye-popping visual contrast.
Show You and Your Listing’s Personality
When it comes to making a standout real estate ad, it’s all about promising information that solves customer problems—with personality.
These 43 ads all feature something unexpected that makes them stand out from ads that just put up a pretty house picture and call it a day.
We hope these examples have inspired you to design your real estate advertising campaign—with a twist!