The challenge of consistent online estate agent lead generation continues to grow. While traditional methods still play a role, platforms like Facebook offer a cost-effective and targeted solution - but only when used strategically. This blog will explore the pros, the cons and compare Google Ads vs Facebook Ads estate agents can use to make informed marketing decisions. This should help you decide where best to spend your digital marketing budget, or whether a combination of both will give you better results.

How Facebook Ads work for estate agents

Facebook Ads for estate agents is undoubtedly a fantastic marketing tool. Targeting options allow agencies to reach specific audiences based on location, behaviour and demographics. It’s not only where you advertise that’s important, how you advertise needs careful consideration too. Popular ad types in property marketing include lead generation forms, carousel property listings and video tours.

Pros of using Facebook Ads for estate agencies

If you are in the process of planning your property marketing, Facebook Ads can bring many benefits. They:

• generate leads for estate agency businesses that are cost-effective
• offer hyper-targeted local ads
• are ideal for brand awareness
• enable you to make use of a strong visual format which suits property photos and videos
• can generate leads even before people actively start searching

Limitations to be aware of

We know when done well, online advertising for estate agents by way of Facebook Ads can reap huge rewards. Though, there are a few limitations you may want to be aware of. They:

• require regular testing and optimisation which can be time consuming
• have lower intent compared to search ads – users aren’t actively looking for what you provide, they are scrolling. So, you will need to work harder to entice them to your website 
• often see reach affected due to Facebook’s Ad policy changes

Facebook Ads vs Google Ads: Which is better for estate agents?

There is not a one-size-fits-all response to this question. They each serve a purpose and can work very well when both used simultaneously. Here are a few points on each to give you some idea on when they might come in useful:

• Intent. Google users are actively searching whereas Facebook users are browsing.
• Cost per click. Facebook Ads are often cheaper but may convert less directly.
• Lead quality. Google may produce higher intent leads.
• Creative options. Facebook is better for visuals, storytelling and lifestyle marketing.
• Ideal use. Facebook tends to be better for brand awareness and nurturing leads whereas Google is typically better for capturing hot leads.

As you can see, they each serve a purpose. A mixed strategy often works best, using Facebook to build interest and Google to capture high-intent enquiries.

Examples of successful Facebook Ad strategies in property

Digital marketing for estate agents is not new. There are many property businesses out there who run targeted advertising campaigns. They are doing it because it is working for them. There are many different types of campaigns you can use to entice prospective buyers, sellers, landlords or renters to your estate agency website. Here are just a few estate agent-specific ideas:

• Promote a free home valuation tool. To attract those thinking of selling their home.
• Advertise featured properties to local audiences. These can be great campaigns for attracting buyers and renters.
• Retarget website visitors who viewed listings. This could inspire action from a buyer or renter who has been thinking of moving.
• Use video tours to showcase high-end homes. Selling a lifestyle works for estate agents.

Should you run your Facebook Ads in-house or work with a partner?

There is a lot to think about when it comes to setting up and optimising Facebook Ads properly. It’s a complex business. Many small estate agencies struggle to find time to test, refine and scale campaigns as they are busy driving their business forward, dealing with all those involved in the home moving process. Working with a digital agency or Facebook Ads specialist can ensure better ROI, especially when combined with website or CRM integrations.