Why Facebook Adverts Still Matter for Estate Agents – But Not How You Think

When estate agents ask, “How can I get more property listings without waiting months for my social media following to grow?”, there’s one answer that continues to surface—Facebook advertising. For all the changes and challenges, Facebook and Instagram remain some of the most powerful platforms for reaching potential sellers. With over 5 billion people globally now using social media, you’re looking at a platform that can put your brand in front of thousands of homeowners in a matter of hours—not months.

The truth is, paid social media adverts can shortcut the slower organic process, getting your message in front of the right people quickly. But here’s the catch—and it’s a big one—not all clicks are created equal. And if you’re still simply boosting posts without strategy, you could be throwing money at the wall and hoping something sticks.

Let’s look at what’s really working when it comes to Facebook advertising for estate agents, and why it might not be the silver bullet you’ve been sold—but still plays a key role in growing your estate agency.

First off, Facebook (and by extension, Instagram) is built on data. A lot of data. These platforms know everything from your audience’s age and location to whether they’re a dog lover or collect vintage model cars. It’s this kind of detailed profiling that allows advertisers to target very specific types of people with their messaging. In theory, it means you could have your estate agency advert appear in the newsfeed of someone in your town who’s recently been browsing Rightmove or Zoopla, or who follows pages related to home improvements—classic signs of someone thinking about selling.

But, here’s where things have changed. As of recently, Facebook has designated housing-related advertising as part of a “special ad category”. This is Facebook’s way of clamping down on discrimination in ads, which is a good thing in principle. But for estate agents, it means much stricter targeting rules. You can’t narrow down by postcode, income, or even behaviours in the same way you once could. The result? Your highly tuned advert might now be shown to a broader, less relevant audience, which dilutes the effectiveness of your spend.

You might be thinking, “Well, what’s the point then?” Here’s the nuance: it’s not that Facebook ads no longer work for estate agents—it’s that you need to approach them differently.

If your goal is to win more listings, the key metric isn’t impressions or views—it’s valuation bookings. Estate agents often fall into the trap of chasing likes and reach metrics, thinking that popularity equals success. But we know that getting in front of 10,000 people who aren’t selling is worth far less than reaching 100 who are ready to move. This is why crafting the right message and using lead forms directly within Facebook can still bring in qualified leads—just don’t expect to be able to laser-target like before.

One way estate agents are still making social ads work is by using them in tandem with other platforms. For instance, some of the best results we’ve seen at The Estate Agent Consultancy come when Facebook ads are used to retarget people who’ve already interacted with your website or Google ads. This creates a more complete funnel. Someone sees your Google ad, visits your valuation page, but doesn’t fill in the form. Then, later, they see a well-timed Facebook ad reminding them to book a market appraisal. This multi-touchpoint approach converts significantly better than Facebook alone.

And this brings us to cost. With Meta’s changes reducing ad targeting precision, you might find yourself paying the same for lower-quality leads. This is why we often advise clients to allocate more of their budget to Google pay-per-click advertising first, where intent is higher. When someone types “estate agents in Sheffield” or “how much is my house worth in Norwich?”, they’re clearly in the market. Facebook ads, by contrast, are interruption-based. You’re appearing while someone’s scrolling past photos of their niece’s birthday or their friend’s new puppy. The psychology is very different.

That said, social ads still have their place. They can amplify your brand, support awareness in a competitive market, and even drive leads with the right creative and audience mix. We’ve worked with agents who ran video testimonials on Facebook from past sellers, which not only boosted credibility but directly led to new enquiries. Another agency used dynamic creative to show off recently sold homes in specific areas—nudging homeowners to consider selling now that demand was clearly visible.

So, if you’re wondering, “What’s the best way to get more property listings as an estate agent in the UK using social media?”, the answer is layered. Facebook ads can work—but they’re no longer the cheapest or most effective tool in the box. You need a clear strategy, strong creative, and realistic expectations.

At The Estate Agent Consultancy, we often guide our clients through this very decision: whether to go all-in on social, prioritise PPC, or blend both in a smart way. In fact, our free guide on Estate Agency Digital Marketing That Converts walks you through exactly how to build this blended approach step by step.

To summarise, Facebook ads still play a role—but as part of a larger strategy. Don’t boost posts blindly. Don’t chase views. And don’t expect hyper-targeted campaigns like you could run five years ago. Instead, focus on crafting valuable, relevant content, retargeting warm leads, and always measuring success by the only metric that matters: booked market appraisals.

If you’re serious about growing your agency, winning more instructions, and standing out in a competitive market, it’s time to move beyond guesswork. Let The Estate Agent Consultancy help you craft a strategy that works. Book your free consultation with Chris Webb today, and get expert advice tailored to your market, your goals, and your budget. Because when it comes to selling more homes, there’s no time to waste—and no room for advertising that doesn’t deliver.