How to Create a Real Estate Facebook Page

Creating a Facebook Business Page for your real estate business is one of the most effective free marketing moves you can make. It establishes your professional presence, opens up powerful advertising tools, and gives you a direct line to connect with potential clients in your community. This guide will walk you through setting up a professional real estate Facebook Page from scratch, optimizing it for lead generation, and building a content strategy that attracts buyers and sellers.

Why a Facebook Page is a Must-Have for Real Estate Agents

Before getting into the setup, it’s helpful to understand why this is so important. A personal Facebook profile simply doesn't cut it. A dedicated Business Page unlocks a suite of tools unavailable on personal profiles and positions you as a legitimate business, not just someone who happens to sell houses.

With a Business Page, you can:

• Run targeted ads. Facebook’s advertising platform allows you to target users by location, interests (like Zillow or Trulia), life events (newlyweds, recent move), and demographic data - a goldmine for real estate professionals.
• Access Page Insights. Understand which posts perform best, who your audience is, and when they’re most active online. This data is invaluable for refining your social media strategy.
• Build a Professional Brand. A Business Page separates your personal life from your professional brand, adding a layer of credibility that builds trust with potential clients.
• Use as a communication hub. Clients can message you directly, post reviews, and check your business hours and location, all in one place.

Your Step-by-Step Guide to Creating a Real Estate Facebook Page

Ready to build your digital storefront? The setup process is straightforward if you follow these steps closely. Let's get it done.

Step 1: Navigating to the Page Creation Tool

First things first, you need to be logged into your personal Facebook profile. A Business Page must be connected to a personal account that serves as the admin. Don’t worry, none of your personal information will appear on your Business Page.

1. Click the nine-dot menu icon in the top right corner of Facebook.
2. Under the “Create” section in the menu, select “Page.”

Step 2: Nail Your Basic Information

You’ll now be on the page creation screen where you’ll fill in three essential fields:

• Page Name: This is a big one. Keep it professional and easily searchable. A good format is [Your Name] - [Your Brokerage] or [Your City] Real Estate with [Your Name]. For example, “Sarah Jenkins - Compass Realty” or "Austin Real Estate with The Miller Group". Whatever you choose, make sure it’s clear and consistent with your other branding.
• Category: Start typing “Real Estate Agent” or “Real Estate Company” and select the most appropriate option from the list. This helps Facebook understand your business and show it to relevant users.
• Description / Bio: In a sentence or two, what do you do and for whom? Be clear and client-focused. For example: “Helping families find their dream home in the Denver Metro area. Your trusted guide for buying, selling, and investing in Colorado real estate.”

Step 3: Add Your Professional Branding a.k.a Profile & Cover Photos

Visual first impressions count, especially in an industry built on aesthetics. This is where you establish your brand identity.

• Profile Picture: Your face is your brand. Use a high-quality, professional headshot. Your profile picture shows up as a small circle next to all your posts and comments, so it should be a clear shot of you looking friendly and approachable. No logos here - people want to connect with a person.
• Cover Photo: This is the large banner image at the top of your page. It’s your chance to make a statement. Good options for a cover photo include a stunning photo of a local landmark, a high-quality image of the best home you've recently sold, a professionally designed graphic with your brand slogan and contact information, or a photo of you and your happy clients on closing day (with their permission, of course).

Step 4: Complete Your Business Details to Build Trust

The more information you provide, the more professional and trustworthy you appear. Facebook will prompt you to connect your page to WhatsApp, but after you’re through that screen, go to your page and click “Edit details.” Fill out every relevant section:

• Contact Info: Add your business phone number and email address.
• Website: Link directly to your professional website where users can see your listings and learn more about you.
• Location: If you have a physical office, add the address. If you work from home, it’s best to list your city and state or define a service area rather than putting your home address. You can specify the 'Service Area' to show the neighborhoods and cities you serve.
• Hours: Set your hours of availability so clients know when they can expect a response.

Step 5: Customize Your Page Details and Action Button

A few small tweaks can make your page much more user-friendly.

• Customize your URL (Username): By default, your page URL will be a long string of numbers. Click ‘Settings,’ then ‘General Page Settings,’ and edit your username to something simple like @YourNameRealtor. This creates a clean URL (e.g., facebook.com/SarahJenkinsRealtor) that is easy to share on business cards and in email signatures.
• Set Your Call-to-Action (CTA) Button: Below your cover photo is an action button. Click on it and choose the action you want visitors to take. For real estate agents, the most effective options are usually “Send Message,” “Contact Us” (which can link to a contact form on your site), or “Call Now.”

Step 6: Secure Your First Followers (The Right Way)

Facebook will prompt you to invite friends from your personal profile to "like" your page. This is a great way to get some initial traction and social proof, but be strategic. Invite close friends, family, past clients, and industry colleagues who you know will support you. Don’t bulk-invite everyone you’ve ever met, you want your early audience to be actively engaged.

Step 7: Announce Yourself with a Welcome Post

Before you start a big promotional push, create your very first post. A welcome post sets the tone for your page. Share a brief introduction, express your excitement, and tell people what kind of content they can expect to see from you in the future. Pair it with a great photo of yourself.

Example post: "Welcome to my official real estate business page! I created this space to share beautiful homes, valuable market insights, and real estate tips for the Atlanta community. If you're thinking about buying or selling, or just love looking at local properties, this page is for you. Thanks for the follow!"

Essential Next Steps: Optimizing Your Page for Leads

Your page is created, but the work isn't done. These quick optimizations will help turn visitors into valuable leads.

Showcase Your Expertise with High-Quality Visuals

Real estate is visual. Low-quality, poorly lit phone pictures won't cut it. Invest in professional photography for your listings and use crisp, clear images and video for all your content. Tools like Canva can help you create professional graphics without being a design expert.

Create a Pinned Post for Maximum Visibility

A pinned post sticks to the very top of your page's feed, meaning it’s the first post any visitor will see. Use this prime real estate to your advantage. Pin a stellar client review, your best listing, an introduction video explaining who you are, or a link to a lead magnet like a "First-Time Homebuyer's Guide." Switch it up every few weeks to keep it fresh.

Set Up Automated Messages for Instant Connection

Potential clients want a fast response. In your page’s inbox settings, you can set up “Instant Reply.” This is an automated message that is immediately sent to anyone who messages your page. It’s perfect for letting people know you received their message and will get back to them shortly. It buys you time and shows them you're on top of your game.

Add Your Offerings on the ‘Services’ Tab

On the left-hand menu of your page, there’s a “Services” tab. Use this to explicitly list what you do. Add services like "Buyer's Agent Services," "Seller's Home Valuation," "Listing Representation," and "Real Estate Consultation." For each service, you can add a short description and price (or select "Free" or "Ask for Price").

The Real Work: A Content Strategy That Actually Works for Realtors

Your beautiful page is useless without consistent, high-value content. An effective real estate content mix should position you as a helpful expert, not just a salesperson. Post at least 3-5 times a week, and mix up your content with these four pillars.

The Essentials: Listings, Open Houses, and "Just Sold" Announcements

This is what everyone expects, but don't just post a link and details. Tell a story about the home. Use carousel posts to show off multiple photos. Create video walkthroughs or drone footage. For "Just Sold" posts, talk about the journey and celebrate your clients' wins (with their consent, naturally). This is social proof in its purest form.

The Localizer: Become the Community Expert

People buy a community, not just a house. Share content that demonstrates your deep knowledge of the area you serve. Post about new restaurant openings, community events, local park highlights, school district news, or your favorite local coffee shop. This type of content builds a connection and positions you as the go-to neighborhood resource.

The Educator: Build Trust with Valuable Advice

Answer the questions your clients are always asking you. Create graphics, short videos, or text posts explaining concepts like "5 Things First-Time Homebuyers Overlook," "How to Increase Your Home's Curb Appeal," or "Breaking Down Real Estate Jargon: What is Escrow?" When you provide genuine value without asking for anything in return, you build incredible trust.

The Humanizer: Go Behind the Scenes

Finally, let people see the person behind the business. Post a congratulations photo from a closing, a selfie while you're preparing for an open house, a short video tip from your car between appointments, or a fun fact about your team. This content makes you more relatable and helps build a genuine connection with your audience.

Final Thoughts

Setting up a Real Estate Facebook Page correctly lays the groundwork for a powerful local marketing tool. By optimizing your page for trust and lead generation and consistently sharing valuable content, you can transform it from a simple online profile into a reliable source of new clients and referrals.

Of course, building a great content strategy across multiple platforms takes time, which is why we built our tool around simple and reliable planning. Once you have a handle on what to post - listing videos, Reels with local tips, client stories - you need a way to schedule it all without the headache. With Postbase, you can map out weeks of content in our visual calendar, upload your short-form videos once to post to Facebook and Instagram simultaneously, and trust that it will all go live exactly when planned. It helps you stay consistent and focused on what you do best: selling homes.