Listing appointments, not another pile of buyer leads.
Seller leads cost more and are worth far more than buyer leads. We build campaigns for homeowners thinking about selling, keep every Meta ad inside the Housing special ad category rules, and report the pipeline you are building, not just this month’s listings.
What changes on Meta, and how we work with it.
Meta requires real estate ads to run in the Housing special ad category. Rules can change, so we check Meta’s current policy on every build. Typically:
| Normally available | In the Housing category | How we work around it |
|---|---|---|
| Age and gender targeting | Not available | Offers and creative that attract sellers |
| Tight ZIP targeting | Minimum radius required | Farm areas covered by radius plus local messaging |
| Detailed interest targeting | Limited | Video and valuation offers that self-select |
| Lookalike audiences | Restricted | Retarget site visitors and engaged viewers |
How do real estate agents get seller leads?
Agents get seller leads from Google Search for home value and selling searches, and from Meta ads run in the Housing special ad category, followed by a nurture process that stays in touch until the homeowner is ready to list.
The sales cycle is long. A homeowner who asks for a valuation today may list in six or twelve months. We report qualified consultations and pipeline value so a good campaign is not judged on 30 days of closings.
Meta requires real estate ads to run in the Housing special ad category, which limits targeting. We build within those rules from the start.
Cost per qualified seller consultation, and the pipeline behind it.
We report cost per qualified seller consultation and the commission pipeline those consultations represent.
Expect a few listings in the first month and a pipeline that grows each month after, as nurtured homeowners decide to sell.
Example math only. Your written projection uses your own numbers, market and history.
Most sellers list months after they first ask.
Personal text
Thank them and offer two times to walk the home, or comps by email first.
Neighborhood sales
Three recent nearby sales and one useful insight.
What preparation does
How staging and pricing changed results on a real listing.
Market update
What is happening in their neighborhood right now.
Sold report
Recent sales near them until they list or opt out.
Personal check-in
A short note from the agent: still thinking about it?
Seller lead generation built for a long cycle.
Home value search
Google campaigns for “what is my home worth” and selling searches in your farm areas.
Housing-compliant Meta
Market update and valuation ads built for the Housing special ad category and fair housing language rules.
Valuation pages
Landing pages that offer a real agent valuation, not an automated estimate, and ask when they plan to sell.
Nurture
Follow-up that keeps you in front of homeowners until they are ready, from neighborhood reports to personal check-ins.
Qualification
Timeline and property questions that separate this-year sellers from the merely curious.
Pipeline reporting
Consultations, timelines and commission pipeline reported every month.
Judge the campaign on pipeline, not 30-day closings.
A seller lead today may list in six months. We report qualified consultations, timelines and the commission pipeline they represent, so a working campaign is not cut too early.
What each monthly report shows
- Qualified seller consultations
- Sellers planning within six months
- Commission pipeline value
- Listings signed this month
- Leads in nurture
Where real estate budgets leak.
Real estate advertising often buys the cheapest leads, which are rarely the ones that list.
What we fix first
- Buyer and rental leads mixed into seller campaigns
- Meta ads not set up in the Housing special ad category
- No timeline question, so every lead looks the same
- No nurture, so this-year sellers become next-year sellers for someone else
- Judging campaigns on 30-day closings
Real estate seller leads, answered plainly.
What is the best way to get real estate seller leads?
Google Search for home value and selling searches, Meta ads in the Housing special ad category, and a nurture process that stays in touch until homeowners are ready to list.
Why are seller leads more expensive than buyer leads?
There are fewer sellers than buyers and each listing is worth more. Judge seller leads on cost per qualified consultation and pipeline value, not on cost per lead.
What is the Housing special ad category on Meta?
Meta requires ads about real estate sales and rentals to use the Housing special ad category, which limits age, gender and detailed targeting and sets a minimum location radius. Ads must also follow fair housing rules.
How long before seller campaigns produce listings?
Some consultations list within weeks, many take months. That is why we report pipeline value and nurture leads rather than judging the campaign on early closings.
How does the free 30-day Sprint work?
For qualified businesses we run your first campaign free for 30 days. You cover ad spend only, with a $1,500 minimum, and our fee is $0. We agree a success number in writing before launch and you decide at day 30.
Can real estate agents target by ZIP code on Facebook?
Not tightly. The Housing special ad category requires a minimum location radius, so ads reach a wider area. Local messaging and offers do the rest.
How should real estate teams follow up with seller leads?
Fast and for a long time. Text within minutes, then send useful local information regularly, from comps to market updates, until the homeowner is ready.
Prove it on your own account first.
Projection
We model your market, farm areas and commission, then project qualified seller consultations and pipeline value in writing.
Build
We build the campaigns, landing page and tracking. A person signs off before anything launches.
Run
For qualified businesses our fee is $0 for 30 days. You cover ad spend only, with a $1,500 minimum, and get the numbers every week.
Decide
At day 30 we review real results on your own ad account. You decide whether to continue.
Run your own numbers.
Cost Per Booked Job Calculator
The most you can pay per lead, appointment and job, from your own numbers.
Open →Facebook ads and the Housing category
What the Housing special ad category means for seller lead ads.
Open →Cost Per Lead Calculator
Work out what a lead and a booked job should cost from your own close rate and job value.
Open →Find out what a seller consultation should cost you.
Tell us your market, average commission and current spend. We will model it and send you the number before you pay us anything.