Estate agents · Meta Ads
Meta Ads for estate agents
Most homeowners don't search for an agent until they've nearly decided to sell. By then, they may already have a name in mind. Facebook and Instagram keep your agency visible locally before that moment, with content that shows how you market homes and how well you know the area.
From £399 per month, fixed fee
The situation
Why your customers are searching.
Property is visual and local, which suits social feeds. But ads that only push listings mostly reach buyers. Campaigns aimed at instructions need to reach local homeowners and landlords with sold results, market updates and valuation offers. Meta can also apply special rules to housing-related ads in some countries, which may limit targeting, so Arête builds audiences within the current policy.
What sends them looking
- A homeowner deciding to sell, and wanting to know what the property is worth.
- A landlord unhappy with their current letting agent, or adding another property to their portfolio.
- A property that's sat on the market with another agent and not sold.
- Changing lettings rules that push self-managing landlords towards a managed service.
- A probate sale, relocation or new development that needs an agent quickly.
The problem
What costs estate agents work.
Where the work slips away
- Many agent websites look alike, because they're built on the same property software templates.
- Portal subscriptions are a big cost, and most of what they deliver is buyer and tenant enquiries.
- Vendor and landlord leads need different messages, but many sites treat them as one audience.
- Online valuation tools bring volume. Plenty of it comes from curious homeowners who aren't ready to sell.
- Corporate and online agents outspend independents on broad searches and social reach.
What makes customers hesitate
- Homeowners worry about fees, tie-in periods and what happens if they want to change agent.
- Can a smaller agent get the same price as a national brand? Vendors want to know.
- Landlords want to know exactly what management includes and which compliance tasks are covered.
- Some homeowners doubt that an online valuation tells them anything useful.
How it helps
What Meta Ads changes.
- Reaches local homeowners and landlords with content designed to win instructions, not just property views.
- Uses your sold results, local market updates and staff introductions. Portals can't show any of it.
- Promotes valuations and instant valuation tools through lead forms or landing pages.
- Checks Meta's current rules on housing-related advertising before campaigns launch and builds audiences accordingly.
What you get
Campaign strategy by audience
Separate approaches for likely sellers, landlords and general local awareness, each with its own objective and budget.
Creative direction
Briefs for photos and short videos of sold properties, local streets and staff, practical enough to film on a phone.
Ad copy
Copy for valuation offers, market updates and just-sold announcements, kept accurate and free of exaggerated price claims.
Lead forms and landing pages
Instant forms or landing pages for valuation requests, with questions that help separate serious sellers from curious browsers.
Pixel and conversion setup
Meta Pixel and conversion events on valuation bookings and lead forms, set up in line with your site's cookie consent.
Ongoing optimisation
Regular creative refreshes, audience checks and budget shifts towards the ads producing booked valuations.
Measurement
The enquiries that count, tracked properly.
What counts as an enquiry
- A booked in-person valuation for sales or lettings.
- An instant valuation completed with contact details and a request for follow-up.
- A landlord enquiry about lettings or full management.
- A call to the branch from the website or Google Business Profile.
What gets tracked
- Valuation leads from ads, split by instant form and landing page.
- How many leads go on to book an in-person valuation.
- What each booked valuation costs over a rolling period, since social leads can take longer to convert.
- Reach and frequency among local audiences, to judge awareness spend.
Worth knowing
What customers check, and the rules to follow.
What customers look for before they call
- Recent local sales and lets by street or area, with whatever details you're happy to publish.
- Reviews on Google and independent review platforms from vendors and landlords.
- Fee information people can follow, including lettings fees displayed as the rules require.
- Named local staff, and what they know about the area.
- Redress scheme, client money protection and professional body memberships displayed accurately.
Rules worth knowing
- Estate agents must belong to a government-approved redress scheme, as must letting agents in England, and it's standard practice to show which scheme.
- National Trading Standards guidance sets out material information that should appear in property listings, such as price, council tax band or rate, tenure, and details like utilities, parking and known risks.
- Letting agents in England must publish their fees, redress scheme and client money protection details prominently on their website.
- Online valuation tools collect homeowners' personal data, so forms need a clear privacy notice and marketing consent handled properly.
Straight answer
Is it right for you?
Worth it if you want to stay visible to local homeowners over months. It works alongside search and won't replace it.
Made for
- Independent agents wanting to build local awareness before homeowners start searching.
- Agents with regular sold results and staff willing to appear in photos or video.
- Agencies already running search ads who want to reach homeowners earlier.
Not for
- Agents expecting immediate instructions from social ads alone.
- Agencies unable to supply photos, video or local content on a regular basis.
- Agents only looking to advertise listings to buyers, which portals already handle.
Starting price
From £399
per month, fixed management fee
What moves the price
- Volume of creative and testing
- How much creative you can supply versus what needs briefing
- Number of campaigns and audiences
- Reporting frequency
Your ad budget is separate. It goes straight to the platform and is never marked up.
Questions
Meta Ads for estate agents: your questions answered
Do Facebook lead forms produce serious valuation leads?
Volume, easily. Quality varies, because submitting takes seconds. A qualifying question, such as when the owner plans to sell, plus prompt follow-up helps sort serious sellers from browsers. Landing pages tend to bring fewer, better-considered leads, which is why testing both makes sense.
What content works for estate agent social ads?
Local and specific holds attention: sold properties in recognisable streets, short market updates, introductions to the people who carry out valuations. Generic stock imagery rarely does the same job. Arête provides creative direction, so you can gather content without a big production budget.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.