It’s 2025. AI is everywhere, TikTok is hot, and property portals are still charging you a small fortune. So, where do Facebook Ads fit into the modern estate agent’s marketing mix?
The short answer: right at the centre of it.
Despite being written off by some as “old hat,” Facebook and Instagram (both part of the Meta Ads platform) remain two of the most powerful digital marketing tools available to estate agents – especially those trying to win more listings, attract landlords, and stay visible in their local patch.
Let’s break down why Facebook Ads still matter, what they’re best at, and how to make them work for your agency.
Table of Contents for Facebook Ads for Estate Agents
1. The Audience Is Still Huge (And Local)
Yes, younger users have flocked to TikTok, but Facebook’s user base remains massive – and crucially, older.
That means:
- Homeowners
- Landlords
- Upsizers
- Downsizers
According to Ofcom’s latest stats, over 70% of UK adults aged 35–65 use Facebook regularly. That’s your prime audience for valuation leads.
2. Targeting Is Incredibly Precise
Facebook Ads let you target by:
- Location (postcode, radius, map pins)
- Demographics (age, income proxies, homeownership interests)
- Behaviours (recent home movers, landlords, property browsers)
- Custom audiences (website visitors, email list matches, Facebook engagers)
- Lookalikes (people similar to your best leads)
Want to target homeowners in BS9 aged 40–65 who’ve visited Rightmove recently? You can.
That level of targeting still beats almost any other platform.
3. It’s Ideal for Brand Awareness AND Lead Gen
Facebook Ads serve both top and bottom of the funnel brilliantly.
For awareness:
- Showcase local listings
- Share behind-the-scenes team stories
- Promote Google reviews or case studies
For lead generation:
- Run valuation campaigns
- Offer lead magnets (“Free guide: 5 steps to selling in [town]”)
- Use Facebook Lead Forms or click-to-call buttons
You can also combine the two – awareness ads first, then retargeting ads for conversion. That’s where the real power lies.
Want to learn more about this strategy? See our blog on PPC for Estate Agents: How to Stop Wasting Budget and Start Getting Leads.
4. Visual Ads That Actually Stop the Scroll
Property is inherently visual – and that’s what makes Facebook and Instagram so perfect.
Top-performing creative includes:
- Carousel ads showing different rooms
- Video tours or Reels-style walkthroughs
- Testimonial quote graphics
- “Coming soon” or “Just sold” teasers with strong CTAs
You don’t need a fancy production team – just decent lighting, honest copy, and a clear hook.
5. Retargeting That Turns Browsers Into Leads
Most people won’t convert on the first visit – that’s normal.
Facebook lets you retarget:
- Website visitors
- People who watched a previous video
- People who interacted with your Facebook or Instagram page
Example: Someone watches 75% of your “How to sell in [Town]” video. A week later, they see a valuation offer.
It feels timely and natural – not pushy. That’s powerful marketing.
We explain how to set this up in our article: Estate Agent PPC: The Smart Way to Target Local Sellers and Landlords.
6. Budget-Friendly (With Better ROI Than You Think)
You don’t need a huge spend to get started. Many agents see real results with £250–£500/month.
With the right setup, you can expect:
- £10–£20 per valuation lead
- £0.30–£1.00 per website click
- 2–5 instructions per month from consistent ad strategy
Compare that to portal costs and you’ll see why it’s smart business.
7. Meta’s Ad Platform Keeps Getting Smarter
Facebook and Instagram Ads are now powered by machine learning, meaning:
- Your ads get shown to people more likely to convert
- The algorithm adjusts based on performance
- You can optimise for leads, phone calls, or landing page views automatically
Meta’s tech is robust – and estate agents benefit more than most.
8. Combine With TikTok, Google or Email for Full Funnel Power
Facebook Ads work even better when combined with:
- TikTok (for top-of-funnel discovery)
- Google Ads (to capture search intent)
- Email marketing (for lead nurturing)
It’s not either/or – it’s both/and.
We build these into integrated digital marketing campaigns for estate agents that are measurable, scalable and local.
9. Real-World Examples That Work
- A 3-branch agency in Devon used Facebook ads to run a spring valuation campaign – 23 leads in 3 weeks, 6 instructions
- A letting agent in Yorkshire gained 40 landlord leads with a targeted carousel ad and free landlord guide
- A solo agent in Surrey used testimonial video ads to retarget past website visitors – and booked 4 new valuations in one week
You don’t need to go viral – you just need to be visible.
10. You’re Still Early (Yes, Really)
Despite being around for years, most agents are still underusing Facebook Ads – or running them without strategy.
That’s your edge.
Start now, stay consistent, and focus on local value.
Final Thoughts on Facebook Ads for Estate Agents: Facebook Ads Still Work – If You Work Them Right
In 2025, Facebook Ads are still:
- A cost-effective way to reach sellers, landlords and buyers
- A brilliant tool for local brand awareness
- A lead generation engine when properly set up
If you’re not using them – or you gave up after one boosted post – now’s the time to try again. Strategically. Intentionally. And consistently.
Need help building, managing or scaling your Facebook ad strategy? Our estate agent PPC team handles everything – from targeting to copy, testing to reporting.Because in a world of noise, Facebook Ads still help you show up where it matters most: in front of the people who are ready to move.