Real estate Meta ads · Sydney owned

Facebook ads for real estate agents,
built around the listing cycle.

We run Facebook ads for real estate agents and agencies across Australia: appraisal campaigns, just listed and just sold ads, open home reminders, vendor nurture and agent recruitment. It all runs from your agency’s own Meta ad account, Instagram included, on one flat weekly fee.

Housing ad rules handled

No lock-in

Your audiences stay yours

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4.8/5 on Google · 120+ clients

$100 /week + GST

Billed monthly at $440 incl. GST, however many listings you advertise. Your ad budget is paid straight to Meta.

Appraisal and vendor nurture campaigns
Just listed, just sold and open home ads
Housing ad rules and price wording checked
Leads tagged by campaign and suburb
Weekly reports by campaign and listing
Facebook and Instagram, one ad account

Get my free Meta ads plan

A few questions about your business, no commitment

Trusted by Australian businesses

Campaign map

Real estate Facebook ads:
a campaign map for agents.

Five campaigns cover most of what an agency needs from Meta. Each has its own audience, creative, offer and number to judge it by.

Appraisal leads

Before the listing · Booked appraisals from owners in your farm area.

Audience: Homeowners in the suburbs you farm, set by location, plus people who visited your selling or appraisal pages.
Creative: Your agent on camera talking about the local market, and recent sales nearby shared with the vendor’s permission.
Offer: An in-person appraisal or a written price opinion, through an instant form that asks for the address and when they plan to sell.
Judge it by: Cost per appraisal booked, not cost per form.

Just listed and just sold

On the market and after the sale · Buyer attention for the listing, then vendor attention for the street.

Audience: People within a few kilometres of the property, plus buyers who watched or clicked your earlier listing ads.
Creative: A photo carousel with the floor plan, a 9:16 walk-through for Reels and Stories, and a “Sold by” frame with the agent once it’s done.
Offer: Just listed: view the property or book an inspection. Just sold: a “thinking of selling nearby?” appraisal call.
Judge it by: Listing enquiries, then appraisal requests from the neighbourhood.

Open homes

On the market · More registered buyers through the door on the day.

Audience: People who engaged with the listing ad or visited the listing page, within travelling distance.
Creative: Date, time and address on the first frame, a short video tour, and a Stories reminder the day before.
Offer: Register for the open home, or book a private inspection if the time doesn’t suit.
Judge it by: Registrations and attendance, checked against your CRM.

Vendor nurture

Before the listing · Staying in front of owners who aren’t ready yet.

Audience: Your CRM database as a custom audience where your privacy policy allows it, past appraisal enquirers and people who watched most of your market videos.
Creative: Monthly suburb sales recaps, selling tips from your agents and behind-the-scenes clips from current campaigns.
Offer: A suburb market update by email, or a price check whenever they’re ready.
Judge it by: Appraisal requests from nurtured audiences over months, not weeks.

Recruitment

Growing the office · Conversations with sales agents and property managers.

Audience: Broad audiences around your office and people who visited your careers page. Meta’s employment category rules may apply.
Creative: Your principal on video about support, training and how the office works, with real team photos.
Offer: A confidential coffee chat rather than a job application form.
Judge it by: Cost per qualified conversation booked.

Planning framework, not a results claim. Most offices start with appraisal leads and just listed ads, then add the rest once tracking is proven.

The rules

Housing ad rules and
price wording for agents.

Two sets of rules shape real estate ads: Meta’s own, and your state’s rules on quoting prices.

Meta’s housing Special Ad Category is mandatory for advertisers in the US and for ads reaching the US, Canada or Europe. Advertisers reaching other regions, including Australia, can choose to opt in or out of the audience restrictions. It matters when you market to expat or overseas buyers, say in London: according to Meta’s Special Ad Category documentation, those ads then face the limits listed here. For local campaigns we still avoid narrowing property ads by age or gender: owners and buyers come in every age group, and broad audiences give Meta room to find them. General information, not legal advice. Check your state’s rules with your licensing body or legal adviser.

Ages and genderAges fixed at 18 to 65+, and no choice of gender.
LocationsNo location exclusions, and a minimum 15 km radius in Europe.
AudiencesNo lookalike audiences, and detailed targeting cut back to an approved list.
Quoting prices in an adA Facebook ad that shows a price is advertising, so state quoting rules apply. In Victoria, Consumer Affairs Victoria’s underquoting guidance says an advertised price must be a single figure or a range of up to 10%, can’t use words or symbols like “from”, “offers above” or “+”, and must not be below the agent’s estimated selling price.
We never write a price guideWe take prices from your agency agreement, and image overlays and the listing page the ad links to get the same check. NSW rules are summarised on our SEO for real estate page.

What's Included

What we run for
your agency.

Every campaign on the map, for one flat $100/week + GST. Instagram placements run from the same account under that fee.

Campaign Plan for Your Farm Area

Most offices start with appraisal leads and just listed ads, then add the rest once tracking is proven. Budgets and suburbs are set on the strategy call.

Creative for Every Placement

Agent-to-camera market videos, listing carousels with the floor plan, 9:16 walk-throughs for Reels and Stories, and “Sold by” frames.

Forms That Screen Out Browsers

Instant forms and appraisal pages tested side by side, with questions about the address and timing so casual browsers drop out.

Tracking & Lead Routing

The Meta Pixel on your site, and leads sent to your CRM or inbox, tagged by campaign and suburb, so the agent who farms that area gets the call.

Reporting by Listing

Weekly reports by campaign and listing, plus a monthly review. Vendor-funded campaigns are named and reported by property.

Lead handling

Real estate lead generation Facebook
ads that reach the right agent.

An appraisal enquiry left until Monday can end up booked with another agent. The ads are only half the job.

The map sits inside our Meta ads management service, so the same campaign manager runs every campaign on it. Facebook real estate lead generation works best when appraisal and nurture campaigns share one set of audiences, which is why we don’t split them across suppliers.

Instant form or your appraisal pageInstant forms open inside Facebook and Instagram, so more people finish them. Your appraisal page gives more context but loses some people on the way. We usually test both, adding questions about address and timing so casual browsers drop out.
Into the CRM, to the listing agentLeads can flow from Meta into your CRM or inbox, tagged by campaign and suburb, so the agent who farms that area gets the call. The Meta Pixel on your site tracks page enquiries the same way.
Follow-up that respects the Spam ActEmails and texts to new leads need consent, your identity and a working opt-out. The ACMA’s spam guidance also says unsubscribe requests must be actioned within five working days.
Your database, handled properlyUploading contacts for a custom audience is a use of personal information under the Australian Privacy Principles, including APP 7 on direct marketing. We check your privacy policy covers it before any list goes in.

What it costs

Facebook marketing for real
estate agents on a flat fee.

Management is $100 a week + GST, billed monthly at $440 including GST, and it isn’t tied to how many listings you advertise or what you spend. Instagram placements run from the same account under that fee.

Ad budget is paid by your agency straight to Meta, from $20 a day. When a vendor funds a listing campaign, we name and report it by property so the spend is easy to show them. Rates for every service are on flat monthly prices for ads and social.

Get my free Meta ads plan

How a real estate account runs with Humming Web

Management fee: $100 a week + GST, flat
Ad budget: paid to Meta by you, from $20 a day
Setup fee: none
Reporting: weekly, by campaign and listing, plus a monthly review
Ownership: ad account, pages, audiences and creative stay with your agency
Notice: month to month, 7 days before the next billing date

Boosting listings and hoping for appraisals?

Tell us your office and farm suburbs. We’ll send back the two campaigns we’d start with and a daily budget. No lock-in if you go ahead.

Get my free ad plan

Proof

No real estate case study yet.
Here’s what we’ve run elsewhere.

We don’t have a published real estate case study yet, and we won’t invent one. Our client case studies cover Meta lead campaigns with the spend shown. The closest match to agent recruitment is our recruitment work for Jobs Recruiter.

687Total leads
Jobs Recruiter · Australia-wide
687 leads across two sides. $3.96 per baker candidate.
Read the Jobs Recruiter case study
305Qualified leads
Premium Car Buying · Australia-wide
305 qualified leads at $14.15 each
Read the Premium Car Buying case study
106Free quote requests
Richards Quality Projects · Australia
106 free quote requests. $36 each. 7 months.
Read the Richards Quality Projects case study

Results for these clients, not averages or a forecast for your office.

Other channels

Facebook ads for real estate agents,
alongside SEO and Google.

Owners also search “agent near me” and “how much is my house worth”, and people who tap through from an ad look at your page. These work alongside the ads.

SEO for real estate

Suburb and appraisal pages for owners searching “how much is my house worth”

Real estate SEO

Google Ads

Search ads that catch “agent near me” searches now

Google Ads management

Organic posts between campaigns

Listings, sold results and suburb news on your own page

Social media management

Instagram ads

Reels and Stories for listing walk-throughs

Instagram ads

Lead generation on Facebook

Instant forms that screen out tyre-kickers

Facebook lead generation

A review of your current campaigns

Running ads already? Start with an audit

Facebook ads audit

What our clients say

“Humming Web completely transformed how we approach Facebook and Instagram advertising. Before working with them our ad spend felt like money down the drain, high cost per lead, low quality enquiries, and no real transparency from our previous agency.”

Craig R.Sydney, NSW

“I'd tried two other agencies before Humming Web. This is the first time my Meta Ads have actually made me money. Transparent, fast to respond, and genuinely care about results. 5.2× ROAS in month two. Can't recommend enough.”

David K.Melbourne, VIC

“Finally an agency that speaks plain English. Weekly reports tell us exactly what's working — no vanity metrics, no jargon. Leads are up 3× compared to what we were getting before. Direct line to the campaign manager is a game changer.”

James M.Perth, WA

“Switched from a large agency where we were just another account number. The difference is night and day. Humming Web actually understand our business, suggest new ideas, and are proactive. Results have been consistent and improving each month.”

Priya N.Sydney, NSW

Real estate Facebook ads questions.

Can real estate agents advertise listings with Facebook ads?

Yes. Agents can run listing ads on Facebook and Instagram as long as the ad follows Meta's advertising policies and your state's price quoting rules. Carousels, walk-through videos and open home reminders all work, and each can link to the listing on your website.

Do Australian real estate ads have to use Meta's housing category?

No, not when the ads only reach Australia. Meta makes the housing category mandatory for ads reaching the US, Canada or Europe. If you target overseas buyers there, it applies, and age, gender, lookalike and some location targeting are restricted.

What is the best Facebook ad for appraisal leads?

The best appraisal ad for most offices is one that features a known local agent, refers to real recent sales nearby and offers a simple next step. A short to-camera video with an instant form that asks for the address and selling timeframe is a sound starting point.

How much do Facebook ads for real estate agents cost?

With us, real estate Facebook ads cost $100 a week + GST in management, billed monthly, plus the ad budget your agency or vendor pays Meta, from $20 a day. Budget needs grow with the number of suburbs you farm and how many listings you promote at once.

Should appraisal ads use an instant form or my appraisal page?

Test both, because each has a trade-off. Instant forms usually collect more enquiries since nobody leaves Facebook, while your own page brings fewer but often better-informed owners. Qualifying questions on the form, like address and selling timeframe, narrow the gap.

Can Facebook target homeowners who are about to sell?

Not reliably. No audience setting identifies people about to sell. Instead, we reach owners in your farm area by location, retarget people who read your selling content or watched your market videos, and use your own database where your privacy policy allows.

Can I upload my CRM database to Facebook for ads?

Yes, as a custom audience, if your privacy policy and how you collected the contacts allow that use. Meta matches the list to its users so you can show them ads or exclude them. The Australian Privacy Principles apply, so check before uploading.

Do Facebook ads work for recruiting agents and property managers?

Yes, if you have a clear story about why someone should join your office. Recruitment ads work best with the principal on video and a low-pressure offer like a confidential chat. Meta's employment category can limit targeting, so audiences stay broad.

What happens to our audiences and leads if we stop?

They stay with your agency. Custom audiences, lead form data, campaign history and every ad we made sit in your own Meta ad account and Business Manager. Give 7 days' notice before your next billing date and we hand everything over with no exit fee.

Real estate Meta ads · $100/week + GST · no lock-in

Get a free Facebook ads plan
for your office.

Answer a few questions about your office and the suburbs you farm. We’ll come back with the campaigns we’d run first, the creative each needs and a sensible daily budget.

No lock-in

No setup fee

Instagram included

Real estate Meta ads

$100 /week + GST

Billed monthly at $440 incl. GST, however many listings you advertise. Your ad budget is paid straight to Meta.