The Real Estate Digital Advertising Playbook: 7 Winning Moves for Agents Who Want More Leads

1. Master the Art of Local Facebook Ads

What’s interesting is that while Facebook’s ad platform has gotten more restrictive with targeting options (especially for housing-related ads), it’s still a powerful tool. Why? Because people practically live on Facebook (and Instagram) several hours a day. If you place well-crafted ads in their newsfeed—ads that speak to real estate pain points—chances are you’ll catch their interest.

How to do it

1. Use the Special Ad Category: Don’t risk getting your ad account flagged by skipping this step.
2. Geographic Targeting: Even though you can’t hyper-target down to zip codes like you used to, you can still set a location radius around your primary market area (like a 15-mile radius around your town). You can still hyper-target with copy. 
3. Ad Creative: Keep it visually appealing—use a high-quality image of a local property or a neighborhood landmark. You’ll need to refresh the creative after a few months due to ad fatigue and rising CPLs.
4. Message: Mention local stats (e.g., “Homes in [YourTown] are selling 10 days faster than they did last year—curious if now’s the time for you to make a move?”).
5. Call to Action: Offer something valuable, like a free local market report or a short e-guide on “How to Sell Fast in 2025.”

Stat Alert

According to the National Association of REALTORS® (NAR), 97% of homebuyers look online when searching for a home. If you’re not hitting them on Facebook (or other social platforms) with targeted ads, you’re missing a massive chunk of potential clients.

CTA: Don’t wait another year to master Facebook Ads. Sit down this week, open Ads Manager, and craft a compelling, hyper-local campaign.

2. Dominate Google with Pay-Per-Click (PPC) Ads

Facebook might be where to run ads for less expensive leads, but Google PPC is where you catch high-intent leads—people literally searching “Realtor in [YourCity],” “Best real estate agent near me,” or “Sell my home fast in [Neighborhood].” You can’t get more bottom-of-the-funnel than that.

Why this matters

When I typed “real estate agent in [City]” into Google last month, the top two spots were dominated by big-name brokerages who spent big bucks. But guess what? You don’t need a monstrous budget if you’re strategic. You just need to choose your keywords wisely and maybe target a narrower geographic region.

Step-by-Step:

1. Keyword Research: Tools like Google Keyword Planner or even a quick search can reveal what phrases potential clients are using.
2. Create Ad Groups: Segment your keywords (e.g., “Sell My House,” “Buy a Home,” “Local Realtor”) so your ad text is super relevant.
3. Use Extensions: Google offers site link extensions, call extensions, location extensions—use them to stand out.
4. Landing Pages: Don’t send them to your homepage. Direct them to a clean, dedicated landing page (like a free home valuation page or a search page).

Personal Anecdote

Every time I’m speaking at events, I hear agents asking how to lower their PPC costs. One agent I know in a small Colorado town ran a “Sell My House in Durango” campaign. She targeted only a 10-mile radius. Her cost per lead was under $6 because she avoided the competitive metro areas. She consistently picked up 5–10 leads a month—easy enough for her to handle and a great flow for new listings.

Pro Tip

Watch your budget daily. PPC can drain your funds if you’re not monitoring. Also, test different ad copy to see what resonates best.

3. Retargeting: Stay on Their Radar

Do you feel like you’ve tried hard enough to capture all those site visitors who slip away? Retargeting ads (on Facebook, Instagram, or the Google Display Network) let you “follow” people who’ve visited your website. Show them relevant ads again and again—like a friendly nudge saying, “Still thinking about moving?”

How it works

• Install a Pixel: Whether it’s Facebook or Google, you need a tracking pixel/code on your website.
• Segment Audiences: People who visited your “Sell” page see an ad for a free home valuation. Those who visited your “Buy” page see an ad for a first-time buyer’s guide.
• Keep the Frequency Balanced: You don’t want to harass them, but you do want to stay top-of-mind.

Personal Anecdote

And I’ll give you an example of this: An agent friend had a “Home Valuation” landing page that got a decent amount of traffic. But visitors wouldn’t always submit their contact info. She set up a retargeting ad that showed them a quick 15-second video about how the valuation process works. Conversions went up by 30% because those hesitant visitors got a second or third reminder that they could quickly learn their home’s value—no pressure.

Bottom line

Retargeting works because brand familiarity builds trust. By the time a lead finally opts in, they’ve seen your face (or your branding) multiple times. In a sea of real estate agents, guess who they’ll remember?

CTA: If you haven’t installed retargeting pixels on your website, do it ASAP. Then create one or two simple retargeting ads—one for sellers, one for buyers—and watch your conversions climb.

4. Leverage Video Content on YouTube (and Run Ads)

Now what I love about YouTube is that it’s essentially a search engine for videos. People type queries like “Moving to [City]?” or “Best neighborhoods in [Town]?” If you create videos addressing these topics, you can show up in search results. And if you want a leg up, run some YouTube ads to reach more eyeballs. YouTube’s average cost per click is impressively fair—avergaing a couple of cents. For just a couple dollars per day, you can expect thousands of views each month.

Why it’s powerful

• Longer-form engagement: People who watch a 5–10 minute real estate video are more invested than someone who glances at a Facebook post for 2 seconds.
• Builds authority: When you talk on camera about local market trends or do property tours, viewers see you as the local expert.

Personal Anecdote

I remember an agent in Florida who did a “10 Best Beachfront Neighborhoods” video. She was shy on camera but once she posted it, it got traction from folks planning to move there from out of state. She added a small budget to promote the video to people searching “moving to Florida” or “Florida real estate.” She started getting direct messages like, “Hey, saw your video. Could we chat about some neighborhoods?”

How to run ads

1. Create a short but punchy video: Maybe 1–2 minutes if it’s an ad, longer if it’s an organic piece.
2. Use Google Ads to set up a YouTube ad campaign. Choose relevant keywords or audience interests.
3. CTA: Have a strong call to action (“Subscribe for weekly tips” or “Visit my site for free resources”).

Stat

YouTube has over 2.5 billion monthly logged-in users. Even a tiny fraction of that could flood your funnel if you target locally and create compelling content.

CTA: Brainstorm 2–3 video topics you could film this month. Don’t overthink production quality—just start. Then consider a small ad budget to boost your local reach.

5. Tie It All Together with Email Marketing & Funnels

Digital ads can drive awareness, but you need a system to nurture those leads. Enter email marketing. If you capture someone’s email via a lead form, your follow-up game needs to be strong—like a short sequence of messages that introduce yourself, share valuable content, and invite them to take the next step.

Why it’s essential

People aren’t always ready to buy or sell the moment they click your ad. They might be 6 months to a year out. A well-structured email sequence keeps you on their radar until they’re prepared to act. And I want to make sure you don’t miss this: According to Campaign Monitor, the average ROI on email is $44 for every $1 spent. It’s one of the best channels you have to find your next closing, so don’t ignore it.

Short example

One of my favorite sequences is a 5-day “Get to Know Your Local Market” series. Day 1: “Your Market Overview.” Day 2: “5 Best Neighborhoods for Families.” Day 3: “Tips for Prepping Your Home to Sell.” And so on. By the end, they see you as a friendly expert who’s got the scoop on everything local.

CTA synergy

• Cross-promotion: If you just released a new YouTube video, mention it in your email.
• Ask for replies: Throw in a question like, “Thinking of selling in the next 12 months? Hit ‘reply’ to let me know your timeframe.”
• Keep it real: Write like you’re talking to a friend, not giving a corporate presentation.

CTA: If you don’t have an email sequence set up, draft a simple 3–5 email campaign. Focus on local insights, free resources, and a clear path to scheduling a call with you.

6. Don’t Underestimate Local SEO (for the Long Game)

Yes, paid ads can bring instant leads, but what about organic traffic? That’s where Local SEO steps in. When someone searches “Real estate agent in [YourTown],” you want your website or Google Business Profile to pop up. Think of it as the gift that keeps on giving—no pay-per-click fees, just organic leads.

Why it’s crucial

Most homebuyers or sellers do a quick Google search to find an agent. If your website is nowhere to be found, you’re missing out. Even optimizing your Google Business Profile with your correct address, phone number, and a handful of reviews can boost your local ranking.

Key Steps

1. Optimize Your Google Business Profile: Fill out every field, add photos, encourage reviews and reply to them.
2. On-Page SEO: Use relevant keywords in your titles, meta descriptions, and site copy.
3. Local Citations: Ensure your name, address, phone number (NAP) is consistent across Yelp, Zillow, Realtor.com, etc.
4. Blogging About Local Events: Regularly update your site with fresh content about market trends or community happenings. Google loves fresh content.

CTA: Pick one day a week to work on your local SEO—maybe add a new blog post, gather a review, or tweak your keywords. Over time, you’ll see the compound effect.

7. Measure, Refine, and Scale

You’ve put money into Facebook Ads, tried Google PPC, set up retargeting, launched a few YouTube videos, refined your email funnels, and worked on local SEO. Great—but do you know which one’s actually converting leads into appointments?

Why you can’t skip tracking

Without proper data, you’re guessing which channel yields the best ROI. That might be okay for your first month, but eventually, you want to pour more budget into what’s working—and cut what’s not.

How to track

• UTM parameters on your ad links so you know which ad set is delivering leads.
• Google Analytics to monitor site visits, bounce rates, and conversions.
• Lead Source Fields in your CRM so you can label if a lead came from Facebook, Google, YouTube, or a direct mail piece (yes, synergy with offline campaigns!).
• Cost-Per-Lead and Cost-Per-Acquisition metrics. If you’re paying $50 per lead but closing at a high rate, that might be acceptable. Or if you find a channel that yields $10 leads but only a 1% close rate, do the math before scaling.

Personal Anecdote

I recall an agent who tried both Facebook Ads and Google PPC. She swore Facebook was better because it was cheaper. But once she tracked actual closings (not just lead volume), she realized her Google leads were more “ready to go,” leading to a higher close rate whereas her closings from Facebook took 18 months on average to transact. Even though those leads cost more per click, they netted more deals. She pivoted her budget accordingly, dropping Facebook to 30% of her spend and increasing Google to 70%.

CTA: Spend a few hours each month reviewing your analytics. If something’s killing your budget without delivering results, adjust or drop it. Double down on the winners.

Ready to Step Up Your Game?

You’ve just absorbed a 7-step digital advertising playbook. These strategies aren’t rocket science, but they require consistent execution:

1. Local Facebook Ads – Perfect for brand awareness and big audiences.
2. Google PPC – Catch high-intent leads.
3. Retargeting – Convert window shoppers into actual clients.
4. YouTube – Become the local video authority.
5. Email Funnels – Nurture leads who aren’t ready to move immediately.
6. Local SEO – A long-term investment that pays off organically.
7. Measure & Refine – Funnel your budget into what truly works.

Don’t treat these strategies as one-offs. They work best when they complement each other. Imagine a lead sees your Facebook ad, visits your website, gets pixeled for retargeting, and signs up for your email series—then receives your monthly local market update. By the time they’re ready to sell, you’re the top name on their mind.

Why reinvent the wheel when you can see the top-performing real estate ads in action? Our Best Ads Library gives you exclusive access to real, high-converting digital ad campaigns that are driving results for agents right now.

Sign up for a free trial of the Listing Leads Creator Plan and take the guesswork out of your digital advertising. 

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