How to Create a Facebook Home Evaluation Ad for Lead Generation

Home evaluation ads on Facebook are a great way to generate seller leads, and today I am showing you how to create such an ad.

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To generate leads on Facebook, I have tested many different ads to find out what works and what doesn’t. What I have found is that home evaluation ads work great for seller leads.

The great thing about these ads is that you get a list of potential sellers within a certain area. Typically, when one of these leads is wondering what their home value is, they haven’t chosen an agent to list their home yet.

To start, we will create a Facebook ad specifically for lead generation. In this ad, you’ll choose a house that looks like a home in the area you want to target. You then will draw a radius from one to 10 miles. The greater the radius, the more people you may be able to reach.

From there, you’ll target a more specific audience. You don’t want to target every single person in that area, so we usually look at those who are age 25 and up, are likely to move, and who are already homeowners. Also, exclude any job titles such as “real estate agent” and “real estate broker” and any employers that have brokerages such as Keller Williams, RE/MAX, etc.

The great thing about these ads is that you get a list of potential sellers within a certain area.


After that, you need to set a budget and decide the duration of the ad. Facebook will then estimate your potential reach and your potential leads based on that budget and duration. After setting the budget, you’ll choose the format of the ad. In this case, simpler is better, so we usually use a single-image ad. You also want to use shorter content for the headline such as “Find Your Current Home Value Here.” The ad should also include a call to action, where leads will click on “Learn More.”

The last step is to link it to a home evaluation tool. There are many to choose from—just pick the one you like best. You want to capture their full name, address, phone number, and email. Once you have finished the ad, Facebook reviews it, approves it, and services it to your audience.

If you have any questions about implementing this lead generation strategy for yourself, please feel free to reach out to me. I would be happy to assist you.

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