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This training is a deep dive into how to run the highest-converting Facebook ad for real estate leads. Whether you’re a beginner or someone looking to optimize existing ads, this guide will walk you through everything you need to know.

This specific ad strategy focuses on "List of Homes" ads, which offer an exclusive list of properties to prospects in exchange for their contact information. The reason these ads work so well is that they:

• Call out a specific audience (e.g., first-time buyers, downsizers, luxury buyers).

• Offer high perceived value (exclusive home listings, off-market deals).

• Allow you to control your lead quality (targeting based on price points, area, and buyer intent).

By following this step-by-step guide, you’ll learn how to create, launch, and optimize a high-performing Facebook ad campaign that delivers consistent, cost-effective leads.

Step 1: Access Facebook Ads Manager

1. Log into your Facebook Business Manager.

2. Click on Ads Manager (found in the left-hand menu).

3. Click the + Create button to start a new campaign.

📌 Timestamp: 3:37 – Introduction to this ad strategy and why it works.

Step 2: Choose the Right Campaign Objective

1. Select Leads as your campaign objective.

2. Click Continue.

💡 Why This Matters: This ensures that Facebook optimizes your ad for lead conversions rather than website clicks or impressions.

📌 Timestamp: 4:23 – Explanation of why lead forms work better than other ad types.

Step 3: Set Up Special Ad Category (Housing)

1. Under Campaign Details, select Special Ad Categories → Housing.

2. This is mandatory to comply with Facebook’s fair housing policies.

3. Click Next.

📌 Timestamp: 7:41 – Why Facebook’s Special Ad Category restrictions exist and how to navigate them.

Step 4: Define Your Audience (Targeting)

Because housing ads fall under Facebook’s Special Ad Category, targeting options are limited. However, you can still optimize your reach.

Set these parameters:

• Location: Choose a city or a minimum 15-mile radius around a target area.

• Age & Gender: Auto-set due to housing category restrictions.

• Interests & Behaviors:

  • Zillow

  • Trulia

  • Realtor.com

  • Homeownership

  • First-time homebuyer programs

💡 Pro Tip: Exclude past leads from the last 90 days to avoid marketing to people who have already filled out a form.

📌 Timestamp: 12:02 – How to monitor frequency and cost per lead to determine when to refresh your ad.

Step 5: Set Up Budget & Schedule

1. Daily Budget: Start with $10-$20/day.

2. Schedule: Run the ad continuously or for at least 30 days to allow for optimization.

📌 Benchmark:

• $8-$12 per lead is a good range.

• If the cost per lead goes above $30, you need to adjust your targeting or ad creative.

📌 Timestamp: 53:00 – Setting benchmarks for lead cost and when to optimize.

Step 6: Write Your Ad Copy

This is one of the most important elements of your ad. Here’s a template that has been proven to work:

📝 Example Ad Copy:

🔥 Attention [City Name] Home Buyers! 🔥
🏡 Are you or someone you know looking for a home in [City] under $500,000?
📋 We’ve put together an exclusive list of homes available in [City].
✅ Get instant access to:
✔ Homes before they hit Zillow
✔ Special off-market deals
✔ Price reductions & motivated sellers

🚀 Click Learn More below to access the list now!

Key Elements:

• Uses emojis to break up text and grab attention.

• Calls out the target audience directly.

• Highlights exclusive access (makes the offer feel special).

• Uses strong call-to-action (CTA) – "Click Learn More."

📌 Timestamp: 39:14 – Breakdown of ad copy elements and why they work.

Step 7: Select Your Ad Format

1. Choose "Instant Forms" (keeps users on Facebook for higher conversions).

2. Use Quadrant-Style Images:

   • Single Image (works well).

   • Carousel Ads (show multiple properties).

   • Video Ads (good but not necessary).

📌 Timestamp: 37:50 – Testing different ad creatives and why quadrant-style images work best.

Step 8: Create a Facebook Lead Form

1. Click Create Form.

2. Select More Volume (for a higher number of leads).

3. Keep the fields simple:

   • Full Name

   • Email

   • Phone Number

4. Enable Facebook Auto-Fill for faster conversions.

5. Add a Thank You Screen directing leads to schedule a call or visit your website.

📌 Timestamp: 42:21 – Setting up an Instant Form and what fields to include.

Step 9: Launch & Monitor Your Ad

1. Click Publish.

2. Check Ads Manager Daily for:

   • Cost Per Lead (CPL)

   • Ad Frequency (avoid showing to the same people too often)

   • Relevance Score

📌 Timestamp: 12:32 – Monitoring ad performance and knowing when to refresh.

Once leads start coming in, fast follow-up is critical.

📞 Call Script:

1. Introduction:

   • "Hi [First Name], this is [Your Name] with [Your Brokerage]. I saw you were looking at homes in [City]. I just wanted to see if you found what you were looking for."

2. Pattern Interrupt:

   • Don’t ask, “Did you fill out a form on Facebook?”

   • Instead, assume interest: “What kind of home are you looking for?”

3. Qualifying Questions:

   • "Are you looking for a home in the next 3-6 months, or just browsing?"

   • "Are you already working with a lender?"

4. Appointment Close:

   • "I’d love to send you a few properties that match your criteria. When’s a good time for a quick call or tour?"

📌 Timestamp: 59:19 – Call script breakdown.

📩 Text Script (Sent Immediately After Form Submission)

📲 "Hi [First Name], this is [Your Name] with [Your Brokerage]. I got your request for the home list in [City]. Are you looking for new construction or an existing home?"

📌 Timestamp: 54:20 – Why immediate text follow-ups work best.

Q1: How Much Should I Spend on Facebook Ads?

📌 Timestamp: 1:14:44
💡 Answer: $10-$20/day, aim for $8-$12 per lead.

Q2: What’s the Best Ad Format for Real Estate Leads?

📌 Timestamp: 22:41
💡 Answer: Instant Forms have the highest conversion rates.

Q3: How Soon Should I Call a Lead?

📌 Timestamp: 57:42
💡 Answer: Call within 5 minutes of form submission.

Facebook’s algorithm is the real secret sauce when it comes to running successful real estate ads. Instead of manually tweaking every little detail, the best approach is to let Facebook optimize automatically. Here’s why: 

1. Facebook Wants You to Succeed

• Facebook's algorithm is designed to help advertisers generate results because if you get leads, you’ll spend more money.

• It analyzes who is clicking and engaging with your ad, then automatically finds similar people.

• The longer your ad runs, the more data Facebook collects to refine the targeting, which improves cost efficiency over time.

📌 Timestamp: 32:15 – Facebook’s algorithm refines itself over time to show ads to the right people.

2. Let Facebook Choose Ad Placement

• Facebook offers multiple placement options, including:

  • News Feed

  • Stories

  • Marketplace

  • Sidebar Ads

• Instead of manually selecting placements, it's better to let Facebook test where the ad performs best.

• If Facebook detects that a placement (e.g., Marketplace) isn’t performing well, it will reduce spending there automatically and shift the budget to better-performing placements.

📌 Timestamp: 34:23 – Allowing Facebook to choose placements results in better cost-per-lead over time.

3. Let Facebook Optimize Your Ad Spend

• Some advertisers limit their Cost Per Lead (CPL), saying, “I don’t want to spend more than $30 per lead.”

• The problem? This might block leads that would balance out over time.

• For example:

  • Day 1: Leads cost $30 each.

  • Day 2: Leads cost $5 each.

  • Overall: The average CPL is lower than expected.

• If you cap your CPL too early, Facebook can’t refine your audience properly. It needs time to balance the ad performance.

📌 Timestamp: 34:59 – Giving Facebook flexibility results in a lower average Cost Per Lead over time.

4. Start With a Higher Budget to Let Facebook Learn

• The more money Facebook has to work with, the faster it can optimize your ad.

• Recommended Starting Budget:

  • $20 per day for best results.

  • If budget is tight, $5-$10 per day is the minimum.

• Why This Works:

  • A larger budget allows Facebook to test different audiences faster.

  • A small budget limits Facebook’s ability to refine who sees your ad.

📌 Timestamp: 27:05 – Giving Facebook more budget = more data = better targeting.

5. Dynamic Ad Creation for Better Performance

• Facebook’s Dynamic Ad Creative feature allows the platform to automatically adjust elements of the ad for different placements.

• Facebook tweaks things like:

  • Brightness

  • Text position

  • Music/animations (if enabled)

• Why This Works:

  • It automatically optimizes the ad to get the best results without you having to manually test dozens of versions.

📌 Timestamp: 41:34 – Letting Facebook dynamically tweak ads can improve performance.

Key Takeaways

✅ Trust Facebook’s algorithm – It’s designed to help you succeed.
✅ Allow Facebook to pick ad placements – It will adjust based on where you get the best results.
✅ Don’t set a hard limit on CPL too soon – Let Facebook balance it out over time.
✅ Give Facebook a decent budget to optimize faster – Start with $20/day if possible.
✅ Use Dynamic Ad Creation – Facebook can tweak your ad for different placements for better performance.

By following these principles, you’ll get better results with less manual work, allowing Facebook to refine your campaign automatically.