Facebook Outreach for Realtors: How to Turn Social Scrolling into Real Estate Leads

Facebook isn’t just where your aunt shares cat memes and your neighbor posts photos of last weekend’s BBQ. For real estate agents, it’s one of the most powerful tools you can use to attract leads, build your brand, and stay top of mind in your local market. But simply posting a new listing here and there won’t cut it anymore. To really make Facebook work for your business, you need a strategic outreach plan.

This guide to Facebook outreach for realtors will walk you through practical, proven tactics that will help you turn your Facebook presence into a lead-generating machine.

Why Facebook Still Matters for Realtors in 2025

Despite the rise of Instagram Reels and TikTok, Facebook remains a goldmine for realtors—especially if your target market includes homeowners over 35. According to DataReportal’s 2024 global social media report, Facebook is still the most widely used social platform in the world, and its users are highly engaged with local business content.

For real estate, that means:

• More visibility in your local area

• Easier connection with homeowners and buyers

• Direct engagement through comments and Messenger

• Affordable ad targeting based on zip code, age, interest, and even homeowner status

In short, Facebook gives you the ability to build real relationships, not just impressions.

The Three Pillars of Facebook Outreach for Realtors

To make Facebook work for your real estate business, you need to combine three core strategies:

1. Organic content that builds trust

2. Messenger outreach that creates conversations

3. Paid ads that capture leads

Let’s break each one down.

1. Organic Facebook Posts That Actually Work

Posting consistently is important, but not all content is created equal. Your goal with organic posts should be to stay visible, provide value, and subtly remind your audience you’re the go-to local expert.

What to post:

• Behind-the-scenes videos of listings, showings, or open house prep

• Client success stories with a human angle (think: “Just helped Sarah downsize to her dream condo”)

• Local updates like new restaurants, school rankings, or community events

• Quick tips like “3 things that hurt your home value without you realizing it”

• Calls to action like “Curious what your home is worth in today’s market? Message me and I’ll send a quick home value estimate”

Mix personal with professional, and keep your posts short, visual, and conversational.

Want to boost your organic reach even more? Check out our full breakdown in Real Estate Blog Post Ideas for a month’s worth of creative content prompts.

2. Facebook Messenger: The Most Underused Lead Tool in Real Estate

This is where the real magic happens. If someone likes your post, comments on a listing, or even views your video, you’ve got a window to reach out. And it’s not weird—it’s smart.

Example script for Messenger outreach:

“Hey [First Name], I saw you checked out the [listing/photo/post] I shared today. If you’re casually looking or just curious, let me know what you’re hoping to find. I’m happy to help or just keep an eye out for you!”

This feels personal, not pushy. You’re offering value and starting a conversation without a hard sell.

And if you’re running Facebook ads (which you should be), you can even set up Click-to-Messenger Ads that start a chat right away. It’s a lower-friction way for leads to get in touch than filling out a form.

Pro tip: Install Facebook’s Business Suite app on your phone so you can reply quickly when someone messages you. Fast responses = more trust.

3. Facebook Ads for Realtors: A Smart, Targeted Boost

If you’re not using Facebook ads yet, this is where you can scale your outreach. It’s one of the most cost-effective platforms for generating real estate leads, especially if you have a solid website behind it.

Types of ads that work well for realtors:

• Home Value Ads: Offer a free estimate or seller guide in exchange for contact info. Just make sure you follow up quickly.

• Just Listed Ads: Great for hyper-local engagement and building your brand authority.

• Buyer Guides or First-Time Buyer Checklists: These make excellent lead magnets.

• Video Ads: A 30-second tour of a home or a short “3 Mistakes to Avoid When Selling Your Home” clip can outperform even the prettiest listing photos.

Make sure your ads point to a high-converting website that matches the quality and tone of your brand. If your site looks outdated or generic, you’re just paying to send traffic away.

Need help with that part? We’ve got you covered in our post Real Estate Website Conversion Tips.

How to Track and Optimize Your Facebook Outreach

Like anything in marketing, consistency and tracking are key. Here’s how to make sure your efforts don’t go to waste:

• Use Meta Business Suite to monitor engagement, clicks, and leads

• Tag conversations in Messenger so you can follow up later

• A/B test your ads to see what copy and creative perform best

• Install a Facebook Pixel on your website to retarget people who visit but don’t convert

• Create Lookalike Audiences from past clients or leads for even better targeting

Even just setting aside $5–10/day for a basic ad campaign can put you in front of thousands of homeowners in your area.

For a deep dive into local targeting, check out How Realtors Can Dominate Google with Local SEO. Combine that strategy with Facebook outreach and you’ve got a lead engine running 24/7.

What NOT to Do on Facebook as a Realtor

Let’s quickly run through a few common mistakes:

• Posting only listings (this feels spammy and one-sided)

• Ignoring comments or messages (missed leads!)

• Using overly scripted or robotic outreach messages

• Forgetting to add your contact info or website link in your bio

• Letting weeks go by without posting anything

Facebook rewards activity and engagement. If you’re showing up consistently and providing value, the algorithm will start showing your posts to more people.

Final Thoughts: Outreach That Feels Like Friendship

At the end of the day, Facebook outreach for realtors isn’t about chasing leads. It’s about starting conversations, showing up where people already spend their time, and making it easy for them to trust you when they’re ready to move.

If you combine organic content, Messenger conversations, and smart ad campaigns, you’ll turn your Facebook into one of your most powerful business tools.

And if your website isn’t keeping up with your marketing? That’s where we come in.

Let’s Build Your Lead Engine Together

At Digital Dream Homes, we create luxury, high-converting websites for realtors that are designed to capture leads, impress sellers, and rank on Google. Our clients don’t just get pretty websites—they get systems that grow their business.

Want a quick walkthrough of what your future site could look like?

👉 Book a free consultation with us today and let’s talk about how we can turn your Facebook outreach into real closings.

You’ve got the audience. We’ll help you convert them.