Generating Leads Using Facebook Ads Just Got Easier

Looking for sellers? You may want to create real estate seller leads with Facebook ads.

 “Facebook has made it clear that to reach anyone who has “liked” you on its platform, you’ll have to pay for Facebook ads.”BY DAVE KERPEN @DAVEKERPEN

What does that mean?  When Facebook started they launched a product called “Fan Pages”.  These were essentially micro websites for brands, personalities, products, etc. hosted on Facebook. The goal was simple.   Get as many “fans” as you can.   Why get fans?  Back then, anyone that “liked” your page, or became a fan, would see content that your business posted on its “Fan Page”.

Read:  FREE ADVERTISING  (of course it was only free as the amount of time you invested in building up your “fan” base)

What has changed?  Facebook is no longer showing the posts you enter on your page to your fans!  (currently it is an average of 2% of fans, but is dropping all the time, and will probably be Zero soon)

Are all those fans you spent time accumulating worthless?  Depends.  You can still reach them with your Marketing if you Pay-to-Play.

For the record:  I have told my clients for years to not worry about how many “Likes” or “Fans” their business page gets.   (can you see me patting myself on the back?)

So is Facebook useless to us as Growth Hackers trying to get more exposure to our businesses?  Nope.  Just have to pay for it directly now.

How to Generate 100 Real Estate Seller Leads with Facebook Ads

[alert class=”alert-info” ]UPDATE: Facebook has recently launched a feature that makes Landing Paes, and Lead Capture Forms no longer necessary. That means that you can start generating leads Faster and Easier than before.[/alert]


I recently ran a Facebook Ad Campaign for a Corporate Real Estate Firm.  My goal was to generate real estate seller leads with Facebook. Using a proven strategy of Lead Magnets,  Landing Pages, Engaging Imagery, Lead Capture Form, & Facebook Ads!

I was able to produce 100 Seller Leads in 2 Weeks.

This number could have been significantly increased if we were only capturing email addresses.  This campaign we were capturing, Name, Email, Phone Number, Location, and whether they were a buyer or seller.


Lead Magnets


In order to generate a lead you must offer the lead something they want in return for their contact information.  This is called a “Lead Magnet”.

Examples of Real Estate Lead Magnets:

  • Listings
  • Home Buyer’s Guide
  • Home Seller’s Guide
  • Relocation Packet
  • Neighborhood Market Report
  • Email New Listings
  • Property CMA
  • How To eBooks or Videos – How to Stage Your Home, How To Increase The Curb Appeal, How To Buy A Foreclosure, etc.
  • Reports – Neighborhood, School, Crime, etc.
  • Lists – Bank Owned, Short Sale, 203k eligible, etc.
  • Real Estate Related eBooks or Videos – Landscaping, Remodeling, Investment Opportunities, Flipping A House, etc.


[alert class=”alert-info” ]UPDATE:

To get started even easier you can use a list of hypercatorgized listings such as:

  • Single Story Homes In A City (Move Down)
  • Luxury Homes In A City (Move Up)
  • Foreclosure Homes
  • Shortsale Homes
  • Homes Close To A Major Employer

As real estate agents you all have access to links with filtered listings!



If you want to get started generating real estate seller leads with Facebook campaigns like this and need a Lead Magnet, you can use this

Powerpoint Template to Create an eBook,

to get started.  Once you have created the Powerpoint template you simply Print to: .PDF


Once you have printed the template to .PDF you now have a digital e-book that you can use as a Lead Magnet. In order to print to .PDF you will need a .PDF driver on your computer.  I use Primo PDF it works well and is free.

How to “Print to PDF” from Powerpoint:

print to pdf from powerpoint

In my example I used a Market Report as the “Lead Magnet” because I was trying to attract Sellers.

Landing Page

[alert class=”alert-info” ]UPDATE:

Using this portion of the article will give you more control and customization, however, it is no longer necessary.

Below I show you how you can create Facebook ads without needing to make custom landing pages with lead capture forms.



A landing page is just a single page of a website that is dedicated to 1 single purpose.  Generating a lead!  And 1 single Lead Magnet. In this example the purpose is to create real estate seller leads with Facebook Ads.

Landing pages should be:

    • Free of clutter
    • Have a clearly defined “Call To Action
    • Use engaging imagery or videos
    • Contain a Lead Capture Form

Landing pages can have in addition to:  

    • Social proof or testimonials
    • Text explaining the benefits of the Lead Magnet

Landing Pages should not have:

    • Pictures of you
    • Your company bio
    • Multiple messages
    • Navigation Buttons
    • Overly spammy, salesy, or wordy text


It is my experience that the Simpler a Landing Page the better it Converts!

This is a Sample of one of the many landing pages I used for the campaign. Generate Real Estate Seller Leads With Facebook Ads and Landing Pages

 This particular landing page converted at 16%

(again this number could have been much higher if we were asking for less Personal Information)


I use a service called Lead Pages to create my landing pages.  There are many companies that offer easy to create landing pages:

If you are on a budget… create a clutter free page on your WordPress Website, or create a “Tab” on your Facebook Business Page using the Static HTML Facebook App.

Lead Capture Form


[alert class=”alert-info” ]UPDATE:

While using this portion of the article will give you more control and customization it is no longer necessary.

Below I show you how you can create Facebook ads without needing to make custom landing pages with lead capture forms.


Probably the easiest way to build and/or incorporate a lead capture form into any of the above landing pages is with Mailchimp. I have written about and used Mailchimp for my business for many, many years, and love it. You can create custom Lead Capture forms with Mailchimp or you can connect your Mailchimp account to most of the landing pages above. Mailchimp is primarily an email marketing service.  As part of that service they give you the ability to collect leads (Lead Capture Forms), they store the leads (CRM), and then you can send the leads emails (Lead Incubation).


Popular Lead Capture Form Builders:

  • MailChimp (Email Marketing Software)
  • Gravity Forms (WordPress Plugin)
  • Formidable Forms (Wodpress Plugin)
  • AWeber (Email Marketing Service)
  • Constant Contact (Email Marketing Service)
  • WuFoo (Form Builder Service)


How To Set Up the Lead Capture Form

This varies depending on how you set up your Landing Page.

>  You will need a form that collects the data that you want for your campaign

>  You will need it to send an auto reply email that has a link to your Lead Magnet, or a redirect to a “Thank You” Page that has a link to your Lead Magnet.

>  You will need a way to get access to your leads for follow-up.

For this real estate seller leads with Facebook campaign I used the form that is provided by Lead Pages.  I linked it to a new MailChimp List.  I sent the user to the tool that creates the Market Report, and used the “Auto Reply” feature to send the user an email with a link to the Lead Magnet. (I know this information is somewhat vague, but there are so many ways to set this part of it up, depending on your budget, what you already have in place, your strategy, etc…)

Facebook Ads


So far we have talked about how to capture a lead once we get it to our Landing Page… but how do we get them to our Landing Page?   Facebook Ads is a great way to generate traffic right now.  (I say right now, because everything in this industry changes, and changes quickly.  What works good today, may just be average in a month.  In other words, if you are going to try this.. do it TODAY!)

No truer words were ever said 🙂

It has all changed and now you can start generating leads with Facebook without Landing Pages and Lead Capture Forms.


3 Reasons Why Facebook is a great way to drive traffic, right now?

  1. It is a the biggest CRM in the world
  2. You can direct your ads at your desired client
  3. Price per click is still reasonable


How To Create Facebook Ads


Create A Lead Generating Facebook Ad With NO Landing Page or Contact Form


Go to your Facebook “Ads Manager”:


If you will be crafting multiple Ad Campaigns you may want to try the “Power Editor”


Otherwise you can “Create an Ad”:

facebook create an ad

Your Campaign Objective is:  Lead Generation

Facebook Lead Generation

Select Split Test and Give Your Campaign A Name

facebook split test

Select Your Facebook Page and Accept The Terms Of Service If You Have Not Already

Select Your Facebook Page

Select The Split Test Variable:  Delivery Optimization

Facebook Delivery Optimization

Set One Ad Set to Manual and Enter a Bid Amount and the other Ad Set to Automatic

You can test to see which way produces the best results for the best price.

Facebook Bid Amount

Select Your Audience

Many people will suggest you get detailed in your audience setting… but that is old school.  Facebook is so good at serving its ads that it will optimize your audience.  Probably better than you can.

Select Target City

Select Your Ad Placement Location:  Automatic

Facebook Ad Placement

Set Your Ad Budget

Facebook Ad Budget

Select Format:  Carousel

Facebook Carousel Ad

Add Images, Text, Headline, and Call To Action

Here you are crafting the ad.

In this example I am using the Single Story homes (move down) lead magnet.  I added images of single story homes and asked people living around Seattle to click on the images to see all the single story homes available in Seattle. I like to use the “learn more” call to action.

Add Images

Create Lead Form

This is the new features that eliminates the need for landing pages and capture forms.

Facebook Lead Form

Lead Form Content

Lead Form Content

Select What Information You Would Like To Collect

Name and Email address is the minimum amount of data you should collect.

You can add phone number, address, and custom questions.

In this example I am collecting, Name, Email, Phone, and a Custom Question.  Are You Considering Selling Your House… with some multiple choice answers.

*The more information you collect the lower your conversion rate will be.

Lead form questions

Add Your Company Privacy Policy Link

Privacy Policy

Thank You Page

This is where you can add the link to the list of single story homes.

Once the visitor has completed the form they will be automatically directed to this link.

Facebook Thank you page

Save Your Facebook Form

save your facebook form

Certify Compliance

certify compliance

Review and Confirm Your Ad

review and confirm your ad

Have Your Leads Automatically Sent To Your CRM

In our case we use both Mailchimp and Hubspot so either would work… but we selected Mailchimp.

*This service is not necessary it is provided by Zapier and it is a pay to play service.

have your leads sent to your crm

Your Facebook Lead Capture Ads

Your Facebook lead capture ads

Sit Back And Watch The Leads Start Coming In


Create An Ad To Your Custom Landing Page


Go to your Facebook “Ads Manager”:


If you will be crafting multiple Ad Campaigns you may want to try the “Power Editor”


Otherwise you can “Create an Ad”:

Facebook Power Editor


You need to choose the type of Facebook Ad you would like to run:
Choose your type of facebook ad

With the real estate sellers with Facebook Campaign I got the best results with “Click To Website” and you may want to try this one first.  However, feel free to experiment with them and see which type performs best for you, your business, and your campaign.

Try running 2 ads that are similar using different types and see which one performs better.  This is called A/B Testing.  Then you will know for sure what works for you.


Enter your Landing Page URL:

Enter your Landing Page URL


If you use the standard Facebook Ads Interface you will get an option to enter up to 6 images into your campaign:

This is an awesome feature.  Facebook will serve your ad with all 6 different images, then start to only the serve the image that converts the highest.  Built In A/B Testing!

(It is important to note that Facebook has a Text to Image ratio of <20% of your image can be text) Facebook ad images


You will be asked to connect your Facebook Page:

It is Important that you connect your page.  If you do not do this you will not be allowed to post your ads in the “News Feed”

Facebook Ads are displayed in 2 locations on Facebook.

    1. On the right hand side of Facebook as text links (these do NOT Convert!)
    2. In the News Feed, like every other Facebook Post (these DO Convert!)

Choose your Facebook Page


Next you will need to enter the “Copy” for your ad:

  • Attention Grabbing Headline
  • Benefits of your Lead Magnet Offer
  • Call to Action Statement
  • There is a “Call To Action” setting that if activated will put a button on your ad.  I am not sure which one performs the best.

Facebook Ad Copy


Adding a Conversion Tracking Pixel is a bit advanced but super effective for tracking your results:

(get a detailed explanation of what it is here:  Facebook Conversion Tracking Pixel)

Conversion Tracking Pixel

In a nutshell you will need to create the code in the “Power Editor” version of Facebook Ads.  Choose what you want to track and create the code.

Once you have the code you will need to enter it on your Landing Page. How to add it to your Landing Page will depend on how you built your Landing Page.  But you need to put the code in the <head> section of your landing page, before the </head><body> section.


With Lead Pages there is a feature called “Tracking Code” that makes it simple to add your code:
Lead_Pages_Tracking_PixelLead Pages Tracking Code


Choosing your audience:

  • This can be as general or laser focused as you want.
  • You can create a custom Audience that you can use for all ads if you think you may want to target the same audience with different ads.
  • You can also upload your current CRM via excel or Mailchimp.  The same way you send your leads emails for lead nurturing you can also “send” them Facebook Ads.

Facebook Ad Custom Audience

  • Choose what Country, State, City or zip code you would like to see your ad
  • Choose what Age Group you would like to see your ad
  • Choose what Gender you would like to see your ad
  • DEMOGRAPHICS – You can choose marital status, home owners, renters, generation, employment, etc.  (be careful here:  you may have a conflict with the EHO laws) 

Choose your audience


Finally you have to set up your pricing and budget:

  • Give your Ad a Name:  Make sure if you are going to be doing A/B Testing that you give each ad a descriptive name so you can easily keep track of them.
  • You can set a daily budget or a lifetime budget.  I like to use a lifetime budget… that way I don’t get any surprise charges on my credit card.
  • Bidding:  I suggest that you optimize for clicks, not impressions.  However, if you are running a PR campaign, impressions may be better.
  • I manually set my “Per Click Bid” at the minimum suggested.  If I am not getting the level of traffic I need, I can always increase the bid after testing.

Facebook Ad Pricing


Place Your Order!

Place Facebook Ad Order

Track The Results


This may be the most important step.  Of course we need a place to convert leads.  And we need traffic to convert, and a tool to convert them… but if we are not getting good results then what’s the point.


We are going to track and read Analytics, and then make adjustments as necessary.


Landing Page Analytics Example:

Lead Pages Analytics

This graph tells a story.  Such as what days of the week are the most effective for your campaign.  For this campaign the 22nd of June, a Sunday, saw a bunch of traffic, but low conversions.  Apparently, people do not want Market Reports on Sunday 🙂 This page saw an average of 16% conversion.  That is a strong number.  One I was happy with.


Facebook Ad Analytics Example:


This was one of 10 Campaigns I tested.


This was 1 of 9 Ad Sets in the above campaign:

As you may notice there are 4 ads in this ad set.  The ads were all the same but each had a different image. Facebook Ad Analytics

The most successful ad used an image of the exterior of a home and the second best was the interior of a home: I am most concerned with Results but also want my Click Through Rate (CTR) to be good.  I was hoping for a 2-3% CTR. An interesting note is that the one Ad had 116 clicks but only half of those people clicked on form on my landing page.


Future Adjustments:

Focus More On Images Of Homes

Change Landing Page Image to Images Of Homes

Stronger Call To Action Language


All adjustment can be made with confidence backed by data and not just guessing!

Now all you have to do is convert those real estate seller leads to sales!  

Perhaps you may want to try using my:

Paperless Listing Presentation


I would love to hear what you think about generating Real Estate Seller Leads in the comments below:

By |August 7th, 2017|

About the Author:

Jason Fox - Real Estate MarketingBusiness: We build WordPress Real Estate Websites with IDXMe: #GoHawks, #BringBackTheSonics, #MaybeNextYearMariners, #ILoveMyKids #SeattleSunLover #SeattleWaterLover #BFFBlog: Focuses on Wordpress Websites, Content Management, SEO Services, SEM Campaigns, Social Media Marketing, Email Marketing, Beautiful Design, IDX, and more.


  1. Great post. I would’ve hoped to see the actual images and the copy for the calls to action. Thanks though.

    • Jason Fox July 8, 2014 at 11:41 am - Reply

      Stephanie, Thank you. I wanted to keep some of the clients identity private. Sorry.

  2. movingtonovaTamara July 11, 2014 at 12:14 pm - Reply

    Me too. Great tutorial, but examples would have been awesome. Are you able to share any generic ads, not specific to a client or area?

  3. Geordie Moore July 15, 2014 at 9:11 am - Reply

    Great Post! it’s good to hear some positive business news about facebook, for a change. it would be interesting to see how much per qualified prospect that you achieve with this method.

    • Jason Fox July 15, 2014 at 9:26 am - Reply

      Hello Geordie… I know. Facebook is not all bad 🙂 Aprox. $8 per lead.

  4. Susan October 2, 2014 at 3:15 pm - Reply

    Hi Jason! Very informative post. I’ve been doing something similar with a boldleads landing page and am getting sellers for about $6 each and addresses for about $.25 each. I’ve had a couple listings so far and am hoping to get more. Do your clients doorknock the leads that don’t respond or do they send mailers?

    • Jason Fox October 4, 2014 at 12:04 pm - Reply


      Awesome! I have not heard of anybody actually doorknocking them.. that would be great. I would love to hear your experience with that. Bringing neighborhood market reports right to their door… Powerful!

  5. Adam Don May 25, 2015 at 4:56 am - Reply

    Great Works.!
    I’m getting home seller leads daily on FB and mobile using Flipt, check it out here:

    • Jason Fox May 28, 2015 at 2:34 pm - Reply

      Thanks Adam… are you an affiliate for them?

  6. Leck September 21, 2015 at 1:32 pm - Reply

    Would like to see how to put conversion pixel into a Wufoo page. Thanks

    • jasonfox September 21, 2015 at 2:41 pm - Reply

      Leck that seems like it would be a question better suited for Wufoo. But thank you for stopping by.

  7. Rahul Ghosh November 14, 2016 at 7:40 pm - Reply

    Behaviour targeting “likely to move” works wonderfully for USA based real estate leads.

  8. Jimmy February 12, 2017 at 9:27 pm - Reply

    Hi Jason,

    Could your method be used to invite people to an open house?

    • jasonfox July 24, 2017 at 3:12 pm - Reply

      Absolutely. I suggest boosting a facebook post for every open house.

  9. Michelle February 22, 2017 at 5:50 am - Reply

    Wow Jason. Incredible post. Packed with value. Huge thanks!! I am running some Facebook Ads for free for some real estate buddies of mine…just to test them out….and this filled in the few holes that I had. ?

  10. Mazino Oyolo-Kigho March 18, 2017 at 5:00 am - Reply

    Real estate ads on Facebook can be very trickish and one may lose money if he doesn’t use the right ad copy. Thanks for this post!

    • jasonfox July 24, 2017 at 3:10 pm - Reply

      Images, copy, and strategy are the key.

  11. Kerry May 14, 2017 at 1:08 am - Reply

    Thanks Jason. I am very interested in how this works. I currently pay someone $250 a month to do this for me. My first month and getting approx 1 address per day. No conversions as yet and a lot just want a price check on their home as thats what the landing page portreys. A free appraisal. The only problem is I dont know how much of the $250 is actual facebook marketing and whether they are giving good value. Seems better if I learn how it works as I can create bacic web landing pages and use jotfor to get info to mailchimp.
    Have you got any updated facebook marketing for realestate?

    • jasonfox July 24, 2017 at 3:09 pm - Reply

      1 Address per day is 30 leads for $250 or $8.33 a lead. What information are they collecting? Name, Address, Email, and Phone Number? If you are getting that kind of detail and not having to do any work… that sounds like a pretty good deal. Converting leads is no joke. According to most research in order to convert leads at a 3 – 5% rate or 3 or 5 out of every 100… you need to contact them within 5 minutes then continue to reach out for 8 days. Good news… you don’t need all that extra crap (landing pages and mailchimp) anymore. Facebook has it all buit in now.

  12. Sachin July 21, 2017 at 5:52 am - Reply

    Any suggestions on what to use for the detailed targeting?

    • jasonfox July 24, 2017 at 3:02 pm - Reply

      Honestly, Facebook is so smart you don’t really need to mess with it anymore.

  13. James River Realty August 8, 2017 at 11:47 am - Reply

    Awesome information.. Thanks for sharing..

  14. shantanutemok August 10, 2017 at 10:04 pm - Reply

    Hello Jason,

    Great tutorials over here 🙂

    One of the greatest initiative taken by the Facebooks.

    Bringing real estate to their platform is going to be boost up.

    Thanks for the share.


  15. Mary Beth Harris August 11, 2017 at 2:49 am - Reply

    Excellent resource! great article Jason. Thanks for sharing these great ideas.

  16. Isabella Scott August 13, 2017 at 4:14 pm - Reply

    Hi Jason,
    This is just what I have been working on to get started with Facebook ads. I didn’t realize about the new feature that Facebook has forms. Actually have been working on landing pages (downloaded Thrive Themes landing page plugin) and Mailchimp. I’ve watched quite a few videos on the ads, but haven’t gotten that far to set them up.

    A big question I have about Mailchimp and I would think any of the larger landing page companies have the double optin process with Recaptcha ? although other people may only use a signup and give them the info. Are you using a double optin process – I wondered how people for Facebook ads react to that? Or what do you suggest? I will also check out the Facebook forms and maybe test both as you say – with those though they are not going to your website so you don’t get the pixel advantage for retargeting ads correct? Thanks

    • jasonfox August 14, 2017 at 11:14 am - Reply

      I have been experiencing a very high conversion rate using the Facebook Form or “Lead Generation” option. Using this tool you can either collect leads in a CSV file or use Zapier to syndicate them to your MailChimp. Whether you manually import them or have the leads syndicated… you still have the choice to double opt in with Mailchimp. Double optin has positives and negatives. The positive is if they do… they really want to be on your list 🙂 If not… they are gone. Once they have completed the form you can “Send” them to any web page, including one of your site and still build your pixel list.

      • Isabella R Scott August 16, 2017 at 6:14 pm - Reply

        Hi, ok I will get in to Facebook and take a look .. to visualize the process …. Facebook collects the lead info and is the autoresponder for a download or forward to a page on the website? Where is the lead info collected after a customer signs up?

  17. Mark A. Ritter, ABR October 19, 2017 at 5:43 pm - Reply

    I need guidance…my CRM platform is Boomtown. Because I am able to setup and capture basic information on my landing page, my question is whether to use the “Traffic” tab or “Lead Generation” tab in developing my Facebook Ad. If I choose the “Lead Generation” tab, Facebook requires me to establish a lead capture form. I am duplicating the process and my potential Buyer will bolt – help! Stay with the “traffic” or eliminate Boomtown’s lead capture page? -Mark A. Ritter in Baltimore!

    • jasonfox October 20, 2017 at 2:28 pm - Reply

      I would stay with traffic and use my Boomtown system. It is very effective at capturing Facebook leads.

  18. ania sierdzinska November 3, 2017 at 7:22 pm - Reply

    what would be the best way to connect a Seller Guide to fb ad? I have the guide as pdf only.

    • jasonfox November 8, 2017 at 6:50 pm - Reply

      Create an image on, and link the ad back to your Seller Guide Landing Page?

  19. kim caspari December 15, 2017 at 1:52 pm - Reply

    i’m excited to try this…is it still relevant since the first comment was from 2014? I use social media, constant contact, and RPR reports connected with MLS.

    • jasonfox December 26, 2017 at 10:05 am - Reply

      Hello Kim,

      I have revised it a couple of times of the last year. Facebook Ads are still one of the easiest, fastest, and budget friendly ways to generate leads.

  20. kim caspari December 16, 2017 at 3:19 am - Reply

    What effect, if any, do you think the net neutrality status has on this type of advertising?

    • jasonfox December 26, 2017 at 10:07 am - Reply

      While we have no idea what would actually change, I doubt that anyone cares much if a real estate agent is running ads on Facebook.

  21. djohnsonsd April 18, 2018 at 11:37 pm - Reply

    www, does this too for seller leads

    • jasonfox April 20, 2018 at 7:06 pm - Reply

      Hello Darren, Would you like to expand on your comment?

      • djohnsonsd July 17, 2018 at 11:56 am - Reply

        If Agents would prefer a done for you service, is great for that. This article however shows Agents exactly how to do it on their own. It’s a great skill for Lead Gen and Marketing their properties, I have some videos I made walking through some Real Estate lead gen techniques and ads on facebook if you want me to send them to you for a guest post?

        • jasonfox July 17, 2018 at 4:43 pm - Reply

          Hey Darren, Yeah.. I would love a guest post with some lead gen techniques and and ads.

  22. Richard Frankel April 27, 2018 at 2:56 pm - Reply

    Hey Jason,

    Richard Frankel here. I’m a Realtor in the Toronto market. Fantastic article. Thanks so much for taking the time to share.

    Would you mind sharing effective copy and best type of images to use? I’d love to attract motivated sellers looking to move in the next 12 months or less.

    I know they’re out there. It’s just about finding them.

  23. […] types, anatomy, targeting, retargeting, best practices, examples, and more! How to Generate 100 Real Estate Seller Leads with Facebook Ads in 2 weeks Leads, Leads, and more Leads. How to generate over 100 real estate seller leads with facebook ads […]

  24. Micahel Smith February 17, 2019 at 7:58 am - Reply

    Any updates on this article for 2019? Thanks

Leave A Comment