Guide · Facebook ads
Facebook ad templates for real estate agents.
Most real estate ads fail for the same reason. They ask for a listing before anyone knows the agent's name. These templates work the other way around. Familiarity first. Leads second. The transaction, third.
Before the templates.
A homeowner rarely lists the week they meet you. They list months later, and they call the agent they've quietly been seeing the whole time. Every ad below is written for that reality. Some capture direct interest. Most exist so your name keeps appearing in the feed of the 400 homeowners in your area who will list in the next 18 months.
Six templates. Three for lead capture. Three for staying visible. Run them in rotation.
Template 01
The just-listed local anchor.
Position you as the agent working the street, not the agent advertising on it.
Hook
Just listed in [Suburb] — three bedrooms, north-facing, ready before Christmas.
Body
A short line about the property. One about the street. One about the type of buyer likely to move on it. End with the price guide. The goal isn't to sell this house. It's to show homeowners nearby that houses on their street are moving, and you are the one moving them.
Call to action
Message me for the full listing before it hits the portals.
Visual
Landscape photo of the property. Agent name and small headshot bottom-right. No price overlay. No SOLD sticker. Keep it feeling editorial, not promotional.
Audience
1km radius around the listing. Homeowners 35–65. Exclude renters and existing database.
Template 02
The just-sold social proof piece.
Prove sale prices without making the ad feel like a brag.
Hook
Sold in [Suburb]. Above expectations, in eleven days.
Body
One line on the campaign. One line on the buyer type. One line on what the result means for owners in the area considering a move. This ad works because it answers the quiet question every homeowner in the area is asking: what is my place worth right now.
Call to action
Curious what yours would sell for? Reply 'price' and I'll send a short appraisal.
Visual
Exterior photo with a subtle 'Sold' word set in serif, top-left. Days on market and sale range in small caps at the bottom.
Audience
3km radius. Homeowners 30–70. Layer interest in 'home improvement' and 'property investment'.
Template 03
The free appraisal lead magnet.
Convert the 2% of homeowners actively thinking about listing in the next 90 days.
Hook
Thinking about selling in the next few months? Start with the number.
Body
A short, direct offer. A written appraisal, based on recent sales in the street, delivered within 48 hours. No pressure, no follow-up call unless they ask for one. Keep the copy quiet. This ad speaks to the homeowner who has already decided they might sell — they don't need convincing, they need a reason to pick you.
Call to action
Request your appraisal — takes 30 seconds.
Visual
Clean typography-only ad. A single serif headline on off-white. No property photo. It should look nothing like every other real estate ad in the feed.
Audience
Suburb-level targeting. Homeowners 35+. Exclude the last 30 days of website visitors to avoid double-serving warm leads.
Template 04
The buyer's guide value ad.
Build database depth. Every buyer today is a seller in two years.
Hook
The 2026 buyer's guide to [Suburb] — free.
Body
A short paragraph on what's inside: median prices, days on market, the streets buyers are asking about, the price bands with the most competition. This ad captures buyers now. It captures the same people as sellers eighteen months from now, when they list the place they just bought.
Call to action
Download the guide.
Visual
Mockup of the guide cover. Editorial layout. Ideally shot as a physical booklet on a desk — feels like a magazine, not a PDF.
Audience
Broad suburb targeting. First-home buyer interests. Age 25–45.
Template 05
The personal story visibility ad.
Familiarity. This ad exists so people remember your face, not your listings.
Hook
Eight years ago I sold my first house in [Suburb]. Here's what I learned.
Body
A short, honest story. Two paragraphs, no more. Something specific — the first vendor who trusted you, the first campaign you got wrong, the lesson that shaped how you list houses today. Do not sell anything in this ad. The ad is the sale. The sale is the reader remembering your name next week.
Call to action
No CTA. Or a soft one: follow along.
Visual
Portrait photo of you. Not staged. Not corporate. The kind of photo a friend would take.
Audience
Broad. Whole suburb. 30–65. Let this ad run quietly for months at a low daily budget.
Template 06
The market update recurring ad.
Establish you as the person locals check in with about the market.
Hook
[Suburb] this month: 14 sales, median $[X], down 6 days on market.
Body
Three or four sentences. What sold. What didn't. What it means. Publish the same format every month so people start recognising it in their feed. This is the ad that turns you from 'an agent' into 'the agent I've been seeing every month for a year.'
Call to action
Reply 'update' to get this in your inbox each month.
Visual
Simple data card. Suburb name, month, three stats. Serif headline, muted background. Consistent every month.
Audience
Suburb-level. Homeowners 30+. Retarget everyone who has watched more than 25% of any previous market update video.
How to run the six together.
Templates 01, 02 and 06 run continuously at a low daily spend. They are the drumbeat. Templates 03 and 04 turn on and off depending on lead volume. Template 05 runs quietly in the background all year.
The point is not to run the best ad. The point is to be the name a homeowner sees six times before they meet you, and twelve times before they list. The templates are the vehicle. Familiarity is the product.
Next step
These templates sit inside The Launchpad.
The Launchpad is the operating system we build with agents so ads like these run every week without becoming another job. Campaign architecture, audience research, positioning, and the handover so you own the system when we're done.
See The Launchpad