A real estate agent’s playbook for creating Facebook lead ads

Today, more than 80 percent of Internet users are active on Facebook. As the world’s most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any one purchased client list, according to The Real Estate Agent’s Guide to Social by Better Homes and Gardens Real Estate LLC.

Moreover, the audiences an agent can reach by way of Facebook are considered willing participants; in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS® who aim to build their businesses (lead generation) through relationship building.

Here, RPR offers a detailed step-by-step plan for building and deploying a Facebook Lead Ad to a custom audience of your choice.

Lead ads are unique in that they can be customized to place your offer –– such as a newsletter opt-in, a request for a free home valuation, upcoming neighborhood open house schedule or a local market activity report –– in front of potential prospects. It’s all possible because lead ads come with simple forms that capture a prospect’s information within Facebook. The forms will even pre-populate a prospect’s information such as name, email or phone number.

For this example, we’ll create a lead form for a REALTOR® who is offering a local market activity report with free home valuation to a target audience. The market activity report will come from RPR and will be available for the prospect to download directly after they complete the Facebook Lead Form.

Step One

Choose Campaign Objective

First, start by selecting the marketing objective. For this example, choose Lead Generation, because it will also include the Lead Form option.

Step Two

Select Your Page

Select the page that will be used to create your lead ad.

Create Your Audience

Ads can be targeted by location, interests, connections and more. Or choose to build an audience based on people you already know, such as sphere of influence, past clients or prospects. Take it further by selecting a Lookalike Audience which enables Facebook to locate other people who are most similar to your audience source.

In this example, locate the Custom Audiences field, choose Create New and then Custom Audience.

Create a list of your contacts (if you don’t already have one). For each, assign a Lifetime Value (LTV) –– a 1–5 rating that depicts the value each customer has brought to your business, e.g., through a transaction or referral (5–high value) vrs. an acquaintance you have not yet done business with (1–low value). Facebook will use the LTV to put messages in front of new people with characteristics similar to your highest value contacts.

  1. Import your contact list into a CSV or TXT file.
    (For tips on how your data file should be formatted, see Facebook’s Customer Data Preparation Best Practices.)
  2. Login to Facebook.
    • Visit Facebook Ad Manager, navigate to Audiences.
    • Click Create Audience and then Custom Audience.
    • Choose Custom File.
    • Select Include LTV for Better Performing Lookalikes.
    • Upload your CSV or TXT file. To maximize the potential match rate, include as many identifier columns in your file as you can, such as first name, last name, email, phone, city, state, ZIP, birth date, gender, age, LTV, etc.
    • Name your audience. Select Next.
    • Use the dropdown to choose the columns with an LTV. Select Next. Facebook will attempt to map the columns. Verify that each is correct. Fix where needed using the dropdown to select the appropriate fields.
    • Select Upload and then Create.

Your audience is saved to Facebook’s Audience Manager. A confirmation with the number of rows added will appear.

Next, follow these steps to create a Lookalike audience — people who are likely to be interested in your business because they hold similar characteristics to your high-value LTV contacts.

  1. Click Create Lookalike.
  2. Target the county or region, number of lookalike audiences, and audience size percentage.
  3. Add any additional targeting.
  4. Choose Save Audience.

Placements, Budget and Schedule

Customize the placement, budget and schedule for your lead ad.

Step Three

Set up Ad Format and Creative

Set the Ad Name then select Facebook Page and Instagram account. Choose one of the following layouts for your ad:

  • Carousel: Two or more scrollable images or videos
  • Single Image: Six ads with one image each at no extra charge
  • Single Video: Ad features one video
  • Slideshow: Looping video ad with up to 10 images

Add images or video based on your ad format. Fill in the ad headline, description and select the Call to Action button.

Create a Lead Form

  1. Choose New Form.
  2. Select the small pencil at the top left and give your form a name.
  3. Locate the Form Type section, and choose either More Volume or Higher Intent.
  4. From the Intro section, customize your headline and upload an image. (1200px x 628px)
    • If preferred, use the same art from your ad.
    • For the main descriptive copy, switch between paragraph and bullet formats.
  5. From the Questions section, enter a headline.
    • A little lower in the same section, go to User Information.
    • Choose the information you want to collect by checking the box for each element. Keep in mind, user information fields will be pre-populated if a person’s Facebook profile includes that data. To see all available fields, click Show More Options. Create your own questions but clicking on “Add Custom Question” and then selecting a question type.
  6. From the Privacy Policy screen, include a link to your privacy policy — a legal requirement if you are collecting customer information. If you need help creating your Privacy Policy, visit the Better Business Bureau and review their sample Privacy Policy.
  7. From the Thank you screen, customize your confirmation message, i.e., the message that appears directly after someone submits the form.
    • Add a headline, message, and call-to-action button to meet your needs.
    • The call to action button can be View Website or Download. For this example choose Download. This is where you can include the URL to a downloadable resource like an RPR Market Activity Report.
    • Choose Finish.

Share This Story, Choose Your Platform!


  1. Laura Lockhart October 16, 2018 at 6:46 am - Reply

    Great article. Very easy to understand.

  2. brandsconnect October 17, 2018 at 3:32 am - Reply

    That is a very good information and pretty cool stuff about the branding and elevation of pages which is written in beautiful way.

  3. Penny October 22, 2018 at 6:36 pm - Reply

    I am going to see if I can put this together for my Real Estate business. Thank you for the detailed, step by step, explanation.

  4. […] 8  Facebook Lead Form – Cost tied to ad If the purpose of your form or landing page is to generate prospects, Facebook Lead Ads should be considered. Each ad comes with a simple form that’s ideal for capturing a prospect’s information, all within Facebook. The forms even pre-populate the prospect’s public information such as name, email or phone number. […]

  5. postAprop February 24, 2019 at 10:44 am - Reply

    Love the screenshots and really helpful explanation of the lead setup for Real Estate ads. Up next? Take the extra step and learn how to setup the Facebook pixel. If you’re running an ad on FB you should use the pixel. Its allows you to set up follow up ads (retargeting ads) to your target audience, people who visited your site, clicked your initial ad, etc.

  6. hamilton leigh April 20, 2019 at 3:16 am - Reply

    Great article it is easy to understand,most of the people are using facebook, this type of facebook campaigns are more helpful to reach more people.

  7. Hania Umar February 16, 2020 at 10:22 pm - Reply

    Knowledgeful article
    This article is very helpful for people who made the first campaign on Facebook. the best thing in this article is the way you explain the every step with a screen very nicely.

  8. Earth Pakistan May 17, 2020 at 11:14 am - Reply

    Thank you for recommending a good Article.Excellent and satisfactory post. It will beneficial for everybody. Thanks for sharing one of these wonderful posts. It is extremely helpful for me.

  9. Ahsan Amjad March 25, 2021 at 12:35 am - Reply

    Nice piece of writing content. I was looking for it. Thanks buddy.

  10. Ilia April 13, 2021 at 9:07 am - Reply

    Great approaches! But not only Ads can help on Facebook. Don’t forget the pretty straightforward method, which often can give you good leads in your niche (you should test): you can use automation software (like Cucomm) to send mass messages or automatically add friends on Facebook. This way you can get leads from targeted lead sources like Facebook groups in your area.

  11. Olivia May 14, 2021 at 9:47 am - Reply

    How old is this? Because the screens on Facebook do not look like this anymore. It is a lot more “simplified” which makes it hard to follow these steps. However, I will try to apply as much as I can from this.

  12. sheikh haris June 29, 2021 at 4:46 am - Reply

    I have read you post, Great work you really did it very well. Keep working like this and sharing informative posts like,

  13. Goldcrest Views August 18, 2021 at 2:17 pm - Reply

    This is so informative. Really liked it

  14. Real.PK February 4, 2022 at 4:37 am - Reply

    This was really helpful, will follow the instructions to generate Facebook leads. Thanks

  15. ATHE February 17, 2022 at 8:40 am - Reply

    Great article it is simple to understand, a maximum of the people are using FB, this sort of FB campaign is extra useful to attain extra engagements to your ad.

  16. abdullah May 16, 2022 at 1:01 am - Reply

    Great article it is easy to understand. This is so informative. Really liked it

  17. Rameez Adil June 15, 2022 at 2:20 am - Reply

    Great Article. Can I use these things in 2022?

  18. Khan Muhammad July 8, 2022 at 6:00 am - Reply

    Thank for sharing Very helpful article

  19. Aafaq Sohail August 16, 2022 at 3:02 pm - Reply

    This is our Educational Website…
    Come and visit us: https://nicon.edu.pk/

  20. Aafaq Sohail August 16, 2022 at 3:03 pm - Reply

    This is our Educational Website…

  21. Real Estate Investing October 18, 2022 at 4:54 am - Reply

    Your blogs are useful and informative, Keep sharing such good blogs

  22. Interior Design December 1, 2022 at 5:17 am - Reply

    This article is very helpful for people who made the first campaign on Facebook. the best thing in this article is the way you explain the every step with a screen very nicely.

  23. USA kap December 1, 2022 at 5:21 am - Reply

    Thanks for sharing.

  24. Rebecca Turner January 5, 2023 at 5:04 am - Reply

    This has really helped me creating ad campaigns for my real estate client

  25. Madiha mansoor May 31, 2023 at 10:27 am - Reply

    Coachifie Training Program has been launched with New Advance Courses to equip our Youth, Freelancers, and Students

  26. Madiha Mansoor May 31, 2023 at 10:29 am - Reply

    About Our Institute. Coachifie provides multiple training programs to raise talent among those who have an interest in creativity and to start their career as a professional.

  27. Shahaib Naeem June 8, 2023 at 1:27 am - Reply

    The best shoes for you will depend on your specific needs, preferences, and the activities you’ll be engaging in. However, here are some popular shoe categories that are highly regarded for their performance, comfort, and style:

  28. Shahzaib hassan June 8, 2023 at 3:05 am - Reply

    The best shoes for you will depend on your specific needs, preferences, and the activities you’ll be engaging in. However, here are some popular shoe categories that are highly regarded for their performance, comfort, and style: for more info visit our site

  29. makkaan com June 10, 2023 at 5:16 am - Reply

    “Increase your real estate leads with effective Facebook lead ads using this comprehensive playbook.

  30. Makkaan June 15, 2023 at 3:57 am - Reply

    real estate agents to effectively leverage Facebook lead ads and generate quality leads. Level up your lead generation game with this insightful playbook. Find your dream property in Pakistan with Makkaan.com, the leading property portal.

  31. Tayyab August 9, 2023 at 3:19 am - Reply

    Are you fed up with the time and hassle of formatting textfor the web? Our service lets you convert your text to clean HTML instantly.

  32. ahmed khan October 15, 2023 at 10:47 am - Reply

    Coachifie IT & Training Institute is offering more than 130 various courses Online and In class. We are offering different courses.

Leave A Comment