Google Ads and Meta Ads for Real Estate Agents and Brokerages
Real estate leads range from someone casually browsing listings to a homeowner ready to sign a listing agreement this month. Seller leads are worth the most, but they are also the hardest to find and the most competitive to advertise for. We build separate paths for buyers, sellers and tenants, follow strict housing ad rules, and focus on leads your agents can turn into appointments.
- Free audit
- No long contracts
- Calls and leads tracked
- Plans from $250/mo
Google Ads benchmarks for Real Estate. Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians).
Be the first name they see when they are ready to buy.
These are real searches people type when they need a real estate agent or brokerage. We build your ads, pages and Google profile around them.
- real estate agent near meHigh intent
- how much is my home worthHigh intent
- homes for sale near me
- best realtor to sell my house
- apartments for rent near me
- new construction homes for sale
Why marketing gets expensive for real estate agents and brokerages
Housing ad restrictions
Meta and Google limit how housing ads can be targeted in several countries, removing options like age, gender and narrow postcodes. Campaigns have to win with creative and messaging rather than tight demographics.
Long, uneven lead nurturing
Many buyers and sellers are months away from a move when they first enquire. Agents who expect instant appointments drop leads that would have converted with follow up.
Portals own the listing searches
Large property portals dominate searches for homes for sale. Agents need to compete on local expertise, seller services and their own listings instead of trying to outbid portals on generic terms.
How we grow a real estate agent or brokerage
Four parts, working together. Each one is run by a specialist and reported on every month.
Seller and valuation campaigns
Search campaigns for valuation and selling searches in your farm areas, with landing pages offering a home value estimate or consultation and tracking on every call and request.
About Google AdsListing and brand campaigns
Listing videos, open house promotion and agent brand content on Facebook and Instagram, run within the housing special ad category rules where they apply.
About Meta AdsAgent and office visibility
Google Business Profiles for each office or agent, review generation and local listings, so you appear when people search for an agent in a specific neighbourhood.
About Local AdvertisingNeighbourhood content
Area guides, market updates and selling advice pages that rank locally and show AI assistants and search engines that you know the area.
About SEO and AI searchHow real estate agents and brokerages compare on Google Ads
Your industry against the average of all 23 industries in the WordStream 2025 study. Use it as a starting point; your city and offer will move these numbers.
Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians). Figures in US dollars.
Numbers that show real business, not just clicks
Cost per seller appointment
Listings drive brokerage revenue, so this is the number that matters most.
Lead to appointment rate
Shows how well leads are followed up and whether they are real prospects.
Pipeline by timeframe
Separates ready now leads from future movers so follow up can be prioritised.
Closed transactions from marketing
Connects ad spend to commission rather than just enquiries.
Common mistakes in real estate agent or brokerage accounts
- Running housing ads on Meta without the required special ad category, risking rejected ads or account issues.
- Mixing buyer and seller leads in one campaign, so the cheaper buyer leads absorb the budget.
- No follow up plan for leads that are months away from moving, so they go to another agent.
- Trying to outbid property portals on generic homes for sale searches instead of owning local and seller terms.
Meta requires housing ads to run under a special ad category that limits targeting by age, gender and location detail, and Google restricts personalised targeting for housing ads in the US and Canada. Fair housing laws also prohibit discriminatory advertising. We build campaigns within these rules.
Results from similar clients
Questions real estate agents and brokerages ask us
Still have a question? Talk to our team and get a straight answer.
Talk to a specialistCan real estate agents still target ads on Facebook?
Yes, but housing ads fall under Meta's special ad category, which removes targeting by age, gender and detailed postcodes in many countries. We rely on location radius, creative and retargeting to reach the right people within those rules.
How do you generate seller leads?
We target valuation and selling searches, offer a useful home value estimate or consultation, and follow up with content that builds trust. Seller leads cost more than buyer leads, so we track them separately.
Do you work with developers and new projects?
Yes. For Devanta Estate, a developer in India, our campaigns increased qualified buyer and tenant leads by 180 percent and shortened the sales cycle by 40 percent.
Get a free audit for your real estate agent or brokerage
We show you where your budget leaks and what we would fix first. Management from $250 a month.