7 Ways Realtors Can Run Comps to Price Homes Accurately

At Digital Dream Homes, we’ve spoken to countless real estate agents over the years. One thing keeps coming up in those conversations: the ongoing debate of Facebook ads vs Google ads for realtors. It’s a hot topic because every agent wants to know which one will get them the most leads and, more importantly, the most closings.

We’ve seen agents pour thousands into Facebook campaigns and we’ve watched others dominate their market using Google. And the truth is clear. While Facebook ads can look promising on the surface, Google ads consistently bring in more serious buyers and sellers who actually convert.

Why Facebook Ads Tempt So Many Realtors

On paper, Facebook ads sound amazing. You can reach thousands of people in your area, target specific demographics, and get a ton of clicks for relatively little cost. The problem? Most of those clicks don’t turn into deals.

Here’s why. People go to Facebook to scroll, watch videos, and catch up with friends, not to shop for homes or hire a realtor. Even if they click on your ad, they’re often just curious. They might fill out a form, then immediately keep scrolling and forget they ever interacted with you.

When you try to follow up, you get the dreaded silence. Calls go unanswered. Texts get ignored. Emails bounce around in their inbox unopened. You’ve just spent money to generate a lead who isn’t even thinking seriously about buying or selling.

This is why so many agents say Facebook ads give them “a lot of leads but no closings.” The audience is cold. You’re interrupting them with a message they weren’t looking for. That’s called disruptive marketing, and in real estate, it often leads to wasted time and money.

If you’ve read our post on real estate website conversion tips, you know that the warmer the lead, the easier the conversion. And that’s where Google ads completely outshine Facebook.

Why Google Ads Deliver Warmer, More Qualified Leads

When someone searches for “homes for sale in Phoenix” or “sell my house fast in Dallas” on Google, they’re telling you exactly what they want. These are high-intent searches. They’re not casually browsing, they’re actively looking for solutions. And that makes them the perfect audience for your services.

With Google ads, you can target these exact keywords and show up at the very top of the search results. Not just on page one, above Zillow, Realtor.com, and all the other big players. Imagine a local homeowner typing in “best realtor near me” and seeing yourname.com sitting above the competition. That’s an instant credibility boost.

Once they click your ad, they land on your website where they can explore listings, read about your services, and get to know you. You’re not trying to convince them to think about real estate, they’re already there mentally. Now you just need to show them why you’re the right agent for the job.

If you’ve followed the strategies in real estate SEO best practices, your site will not only capture their attention but also keep them engaged long enough to convert.

The Targeting Power of Google Ads

The beauty of Google ads is how precise you can get with targeting. You can choose:

• Location: Only show ads to people in your city or a specific radius

• Keywords: Bid on exact phrases your ideal clients search for

• Time of day: Run ads when people are most likely to search for homes

• Device type: Focus on mobile users if that’s where most of your leads come from

This means you’re not paying for clicks from people outside your market or from those who aren’t anywhere near ready to move. Every dollar goes toward reaching people who are actively in the market for a home or a realtor.

Compare that to Facebook ads, where your targeting is mostly based on demographics and interests. You might be able to narrow it down to “people interested in real estate in Chicago,” but you can’t guarantee they’re actually planning to buy or sell in the near future.