For real estate agents ยท Paid ads
Paid ads for real estate agents.
Ads can start seller conversations, but only with a page that earns the inquiry. Listing ads run under housing ad rules, and buyer leads from ads are usually cold.
Or text (508) 546-9942
The real estate brokerage version
Why it matters.
Homeowners searching for an agent to sell their house in a particular area are about as warm as paid traffic gets. A search campaign aimed at that intent, landing on a page about how you sell homes with reviews and a consultation request, can start real listing conversations. The same budget spent on generic buyer ads tends to produce cold leads idly browsing portals.
Listing promotion is a different job. Housing ads fall into a special category on the major platforms, with limited targeting, and fair housing rules apply to both the copy and the audience. I never target or exclude by protected class. Listing ads can show a seller their home being promoted, but they supplement strong portal photos rather than replace them.
What I would build
For a real estate brokerage.
Search and call-only campaigns for seller intent in a tight radius around the areas you work, with negative keywords to keep out renters and people looking for real estate jobs.
A landing page built for the ad, explaining how you market a home, with seller reviews and a consultation request. Not your homepage, and not a property search.
Listing campaigns set up under the housing ad category, with location-based reach and copy about the home. Retargeting for visitors who viewed a listing page, where platform rules allow.
Call tracking so you know which campaigns led to listing appointments and signed listings, not clicks. A pause rule for when you are at capacity in peak season.
The mistake I see
Running ads to a page that looks like everyone's
An ad that sends sellers to a generic brokerage profile or a property search wastes the click. Paid traffic magnifies what it lands on. If your seller page does not show how you market homes and why sellers chose you, paying for traffic only speeds up the bounce. Fix the page first, then spend.
What you get
Paid ads.
Ads amplify whatever is already there. If the page does not convert, ads make you lose money faster.
- Search and call-only campaigns for people already looking
- Retargeting for the ones who bounced
- Landing pages built for the ad, not the home page
- Call tracking so you know what a booked job cost
- A pause rule for when you are booked out
How it goes
For a real estate brokerage, step by step.
→ Keep scrolling. It moves sideways.
Check the destination
If the page is not ready, I fix that first or I do not start.
Start small and local
Tight radius, tight keywords, real budget cap.
Measure to booked work
Not clicks, not impressions. Jobs.
Scale or stop
Both are acceptable outcomes and I will tell you which.
Step five is you.
The free Receipt shows what your real estate brokerage should fix first. About half a minute, no card.
Print my Receipt →
Questions
What real estate agents ask.
Can I target ads by age, like younger first-time buyers?
No. Housing ads cannot be targeted or excluded by age, family status or any protected class. The platforms restrict those options under their housing ad policies, and fair housing law applies regardless. You can reach people by location and describe the type of home, like a starter home or condo, in the copy itself. Check with your brokerage for specifics.
Should I buy portal leads instead of running my own ads?
They are different things. Portal leads are often shared and price-sensitive, and you are paying for the platform's audience. Your own ads send people to your page and build your name. Plenty of agents use both. Whichever you choose, measure by appointments and closings, not by how many leads arrived.
How much should I spend on ads?
Start with a small, capped budget focused on seller intent in a tight area, and judge it on listing appointments over a window long enough to see results. The ad platform bills you directly for the spend. If it is not producing appointments, I will recommend stopping.
Everything else
Other services for real estate agents.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your real estate brokerage up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942