A listing that is only on the MLS depends on other people to find it. Promoting it on Facebook and Instagram puts it in front of local buyers, neighbors who may know someone, and potential sellers who are watching how you market. Here is a practical plan.
Real estate ads are subject to platform policies and fair housing laws, which affect targeting and wording. Review current requirements before running any ads.
Start with great media
Social media is visual. Strong photos and video are what make people stop scrolling. Use:
- Your best exterior photo as the lead image
- A short video walkthrough or highlight reel in vertical format for Stories and Reels
- Drone footage where it adds context, such as lot size, views, or neighborhood
- Interior highlights: the kitchen, primary suite, outdoor living, and unique features
Our real estate media and marketing service covers photography, drone video, 360 tours, and promotion.
Plan your organic posts
Free posts help your network see the listing. A sequence might include:
- Coming soon, where permitted, to build anticipation
- Just listed, with the best photos and key details
- Feature spotlights, such as the backyard, the kitchen, or a neighborhood amenity
- Open house announcements with date, time, and location
- Price or status updates, within the rules that apply to you
- Just sold, if the seller agrees, to show momentum
Write short, clear captions with key details such as location, bedrooms, bathrooms, and a call to action. Always follow your brokerage's and MLS rules on advertising and disclosures.
Use paid ads to reach beyond your followers
Organic posts mostly reach your existing audience. Paid ads can extend the reach to people who may be interested in homes in the area. Options include:
- Traffic ads to a listing page or property website
- Lead ads or message ads for inquiries and showing requests
- Video ads that show off the home
- Open house promotion targeted to nearby areas
Housing ads on major platforms have restrictions on targeting by factors such as age, gender, and zip code, in line with fair housing rules. Check which options are available and use location targeting that complies. Our social media advertising service handles this.
Local targeting
Think about who might be interested:
- People living in or near the neighborhood, who may know someone looking
- Buyers searching in the surrounding area
- People who engaged with your previous listings or visited your website
Use available targeting within the rules and let strong creative do some of the targeting for you.
Promote open houses effectively
Start a few days before. Post the details, share a short video preview, and run a small local ad. On the day, share live updates and Stories. Afterward, thank visitors and follow up with them. Make sure there is a clear way to RSVP or ask questions.
Make follow-up easy and fast
When someone responds to a post or ad, answer quickly. Use a CRM to track new contacts and follow up consistently. If you cannot answer calls while showing homes, an AI voice assistant can capture the caller's details and schedule a callback.
Track what works
Look at:
- Views, clicks, and saves
- Inquiries and showing requests
- Cost per inquiry
- Where the buyers who toured heard about the home
Over time you will see which listings, formats, and messages produce results.
Make your listings build your brand
Every listing is also a chance to introduce yourself to potential sellers. Use consistent branding, a professional tone, and a clear way to contact you. Many sellers choose agents who market their listings well.
Frequently asked questions
Boosting is simple but limited. Ads Manager gives more control over objectives, placements, and measurement.
Focus on the first couple of weeks and around open houses, and adjust based on activity.
Rules vary by MLS and brokerage. Get permission and follow local rules.
What to do next
To see how your marketing looks overall, try our free AI Marketing Scorecard. If you want help promoting your listings, book a free strategy call. You can also read how we work with real estate professionals.
Want to check your own numbers? Our free ROAS Calculator shows whether your ads are paying for themselves.
