By Kristians, Founder, AutoAdy. Six years buying Meta ads — first for agency clients, then for his own ecommerce and lead-gen brands.
Last updated:
What changed: Made the first H2 a question, linked the NAR research, and added the free ROAS calculator.
Meta ads deliver real estate leads at $20-50, more cost-effective than Zillow Premier Agent ($50-100/lead). Lead form ads generate highest volume, but website landing pages with IDX search produce leads that close at 2-3x the rate.
Key Takeaways
Lead forms generate 3x volume at $20-30 CPA but many are low-intent. Website pages with property search produce fewer leads ($35-50) but close 2-3x better. Best strategy: 60% budget to website, 40% to lead forms.
Target 'likely to move' behaviors: real estate site visits, life events (newly engaged, new job), high-turnover zip codes. Lookalike audiences from past clients outperform interest targeting by 35%.
Real estate has 90+ day sales cycles. Agents nurturing beyond 30 days see 4x more conversions. Retarget with new listings, market updates, and testimonials. Combine with email drips and 5-minute follow-up calls.
Figures below come from Meta ad accounts AutoAdy has audited or monitors. They are directional, not a controlled study.
FAQ
Meta is cheaper ($20-50 vs $50-100/lead) with more control. Zillow has higher intent. Top agents use both: Meta for volume, Zillow for ready buyers.
Start at $1,500-3,000/month for 30-100 leads. At 2-3% close rate, that's 1-3 closings/month — one closing covers months of spend.
Video walkthroughs get 3x more engagement. 'Just sold' ads build credibility. Carousel ads with multiple listings drive highest CTR.
Related
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