Real estate is a relationship business. But before the relationship starts, buyers and sellers have to find you. Google and Meta Ads can help, as long as you understand the special rules that apply to housing ads.
First: Housing Ads Have Special Rules
On Meta, real estate ads fall under the Housing Special Ad Category. That means you can’t target by age, gender or ZIP code, and many detailed targeting options are limited. Google has similar restrictions for housing ads in the US.
These rules exist to prevent discrimination under fair housing laws. Our full guide on Meta Special Ad Categories explains them simply.
Google Ads: Catch Active Buyers and Sellers
| Lead type | Example searches |
|---|---|
| Sellers | “sell my house [city]”, “home value estimate”, “best listing agent near me” |
| Buyers | “homes for sale in [neighborhood]”, “buyer’s agent [city]” |
| Relocation | “moving to [city] realtor”, “best neighborhoods in [city]” |
Seller leads are often the most valuable. Home valuation offers work well for them.
Meta Ads: Build Your Personal Brand
- Property video tours of your listings
- Neighborhood guides (“5 things to love about living in [area]”)
- Market update videos in plain language
- Home valuation lead forms for potential sellers
- Open house promotions
Because targeting is limited, your content does the targeting. Be specific about location and property type in the ad itself.
Follow Up Like a Pro
Real estate leads often take months to act. Build a simple nurture plan:
- Respond within minutes
- Send useful listings or market updates regularly
- Check in personally every few weeks
Automation helps here. See real estate automation for lead nurturing ideas.
The Bottom Line
Real estate agents can get great results from Google and Meta Ads by following housing rules, using valuation offers for sellers, sharing helpful local content and following up patiently. When you’re ready to grow, read how to scale a real estate business with lead nurturing.
See our real estate marketing services and our local and home services work.
Related Reading
- Real Estate Advertising Budget: Best Platforms and a 3-Month Plan
- CRM for Small Business: How to Choose One and Connect It to Your Ads
- How to Respond to Leads in Under 5 Minutes With Automation
👉 Get a free ads audit for your real estate business.