How to Sell Real Estate on Facebook

Using Facebook to sell real estate has evolved far beyond just posting listings and hoping for the best. It’s now about building an authentic local brand that attracts clients, builds trust, and generates leads consistently, even when the market shifts. This guide will walk you through the exact strategies you need to turn your Facebook page into a powerful client-acquisition machine, from crafting content that people actually want to see to running ads that deliver real results.

Start with a Strong Foundation: Your Facebook Business Page

Before you post anything, you need to set up your professional space correctly. Using a personal profile for business violates Facebook’s terms of service and, more importantly, limits your potential. A Business Page gives you access to advertising tools, analytics, and a professional look that builds instant credibility.

Optimize Your Page for First Impressions

Think of your Business Page as your digital storefront. When a potential client lands here, they should immediately know who you are, what you do, and why they should work with you. Here’s a quick checklist:

• Profile & Cover Photo: Use a professional headshot for your profile picture. Your cover photo is prime real estate, use it for a high-quality team photo, a beautiful shot of a landmark in your service area, or a graphic with your contact information and specialty.
• Complete Your "About" Section: Don't skip this. Fill out every field. Include your website, phone number, email, and a narrative that explains your approach to real estate and the specific areas you serve. This helps with local SEO and gives visitors clear ways to contact you.
• Set Your Call-to-Action (CTA) Button: Right below your cover photo is a blue CTA button. Customize it to your primary goal. "Contact Us," "Send Message," or "Learn More" linking to your website are all great options.

Content Strategy: The 80/20 Rule for Realtors

If your entire feed is just a stream of "Just Listed" and "Open House" posts, you’re missing the point of social media. The most successful agents follow the 80/20 rule: 80% of your content should provide value, entertain, or educate your audience, while only 20% should be a direct sales pitch (your listings). This approach positions you as a community expert, not just another salesperson.

The 80%: Building Community and Trust

This is where you build your brand and attract followers who will eventually become clients. Your goal is to become the go-to source for all things related to living in your community. Here are some proven content ideas that work:

1. Neighborhood Showcase Videos

Instead of just talking about a neighborhood, show it. Film short video tours highlighting local parks, walking trails, popular shops, and hidden gems. These videos are perfect for Facebook Reels and give people a genuine feel for the lifestyle in the area. Talk about what makes living there special, not just the property values.

2. Spotlight Local Businesses

Building local connections is good for business and great for content. Interview the owner of a new coffee shop, feature a beloved family-run restaurant, or showcase a local artisan. Tag their business in your post. This not only provides valuable local content for your audience but also expands your reach when that business shares your post with their own followers.

3. Actionable Homeowner Tips

You’re a real estate expert, so share that expertise! Create simple graphics or short videos about topics like:

• Seasonal home maintenance checklists (e.g., "5 Things to Do Before Winter").
• Tips for boosting curb appeal on a budget.
• Simple DIY projects that increase home value.
• Explaining common real estate terminology (what is escrow, anyway?).

4. Client Success Stories & Testimonials

Social proof is incredibly powerful. Ask happy clients if you can feature them in a post. A photo of them smiling with their new keys, a short video testimonial about their experience, or simply a graphic with a quoted review can build immense trust with potential clients who are watching your page.

5. Behind-the-Scenes Content

People connect with people. Show the human side of your business. Post photos from a team meeting, share a short story from a tough negotiation (without revealing confidential details), or create a "day in the life" Reel. This content makes you more relatable and builds a personal connection.

The 20%: How to Post Listings Without Being Boring

When it's time to promote a property, make it count. Don’t just copy and paste the MLS description. Here’s how to make your listings stand out:

• Tell a story. Instead of saying "3 Bed, 2 Bath," start with "Imagine sipping your morning coffee overlooking the garden from this sun-drenched breakfast nook..." Focus on the lifestyle and the feeling of the home.
• Lead with video. A compelling 60-second video walkthrough gets significantly more engagement than a photo gallery. You don’t need a Hollywood budget, a steady hand and good lighting from your smartphone can do wonders.
• Use high-quality imagery. Professional photos are non-negotiable. Use Facebook's Carousel post format to showcase multiple beautiful shots in one post.
• Go Live for an open house. A Facebook Live virtual tour is interactive and creates a sense of urgency. Announce it ahead of time and encourage viewers to ask questions in real-time.
• Always have a clear call to action. Tell people exactly what to do next. "DM me for a private showing," "Click the link to see all 30 photos," or "Tag someone who would love this kitchen!"

Leverage All of Facebook's Tools

A successful strategy goes beyond just posting to your feed. Facebook offers a suite of tools that can enhance your visibility and engagement.

Facebook Groups

Participating in local community groups (e.g., neighborhood groups, parent groups) positions you as a helpful neighbor first and an agent second. Do not spam these groups with your listings. Instead, answer questions, offer helpful advice, and build genuine connections. Consider creating your own group focused on the community, like "Newcomers to [Your Town]," where you can share resources and build a valuable community asset.

Facebook Stories and Reels

These short-form video formats are perfect for showing off your personality and providing quick, engaging updates. They have prominent placement in the app and often get higher organic reach than feed posts. Use them for:

• Quick "coming soon" property sneak peeks.
• Answering a common buyer/seller question in 30 seconds.
• Sharing a "before and after" of a staging project.
• Running a quick poll about favorite home features.

Power Up Your Reach with Facebook Ads

Organic reach on Facebook is limited. To get your content and listings in front of the right people, you need a smart advertising strategy. Facebook's ad platform is incredibly powerful for real estate agents because of its detailed targeting options.

Targeting: The Key to Ad Success

Running a successful ad is all about showing it to the right audience. Be aware of Facebook's Special Ad Category restrictions for housing, which prevent targeting based on certain demographics. However, you can still build highly effective audiences using:

• Location Targeting: Target people in specific zip codes, cities, or within a certain radius of your new listing.
• Interest Targeting: Target users who have shown an interest in real estate portals like Zillow or Trulia, or topics like "first-time homebuyer grants."
• Custom Audiences: Upload your email list of past clients or leads to create a "warm" audience for your ads. You can use this to generate referrals or share market updates.
• Lookalike Audiences: This is a game-changer. You can ask Facebook to create a new audience of people who share characteristics with your best clients (e.g., women who engaged with you, everyone who viewed your videos on IG, etc.) and who are therefore likely to be interested in your services.

Choosing the Right Ad

There are three main types of ad campaigns that work best for real estate:

1. Listing Promotion: Run a video walkthrough ad or a carousel ad of your best photos for a new listing. The goal here is traffic to the listing page and awareness.
2. Lead Generation Ads: These ads use Facebook's native lead forms, which pre-populate a user's contact information. This makes it incredibly easy for someone to give you their name, email, and phone number in exchange for a free home valuation, a buyer's guide, or more info on a property.
3. Brand Awareness Ads: Promote your best "80%" content - like a neighborhood tour video or a guide to local schools. The goal isn’t to get a lead today but to build your brand and stay top-of-mind, so when someone is ready to transact, they think of you first.

Final Thoughts

An effective Facebook strategy for your real estate business has nothing to do with spamming listings and everything to do with becoming a trusted, valuable resource for your community. By focusing on giving more than you take and creating content that educates and engages, you build a brand that attracts clients, not just chases them.

Juggling all these different content types - from planning neighborhood Reels to scheduling client testimonials and responding to comments on listing ads - can be overwhelming. This is exactly why we built Postbase. We designed a visual calendar that helps you plan your entire content strategy at a glance, and our rock-solid scheduler means your posts, Stories, and Reels go live when they're supposed to - every time. Coupled with a unified inbox to manage all your comments and DMs, you can finally put your strategy into motion without the chaos.