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Adwright

[ For real estate agents ]

Real estate ads that win listings, not just likes

An agent's business is listings, so the most valuable ad speaks to sellers, not buyers. Property ads matter too, for the vendor and for the next seller watching. Here's what works for each, the platform rule every agent needs to know, hooks to adapt, and how Adwright makes the ads.
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Sellers first

A homeowner thinking of selling wants to know what their home is worth and who will get them the best result. Speak to that.

  • A free valuation or appraisal, booked online.
  • Local proof: homes you've sold on their street or in their area, with real results you're allowed to share.
  • Your knowledge of the area, said specifically: the schools, the streets, what's selling and why.
  • You: agents are chosen as people. A short video of you talking about the market does more than a logo.

Buyers and listings

Property ads are for the homes you're selling: the best photos, the price, the open home times, a video walk-through. They also show sellers watching what your marketing looks like. Every property ad is a pitch for your next listing.

Meta's Housing category

On Facebook and Instagram, ads about homes for sale or to rent go in Meta's Housing special ad category, and seller ads such as valuations can count as housing ads too: if you aren't sure, choose the category. For advertisers in the US, and for ads shown in the US, Canada or Europe, the category fixes ages at 18 to 65+, doesn't let you pick a gender or a postcode, sets a minimum radius around any place you choose (15 miles in the US and Canada) and has no lookalike audiences, as Meta's own guide to special ad categories explains.

So target a place, not a kind of person, and let the ad do the narrowing: name the suburb, the street and the kind of home, so the right people recognise it as theirs. Describe the home, never who it would suit: lines about an age, a family type or a background can break fair housing rules.

Timing and search

Listings follow the local market's seasons, and sellers start thinking months before they call. Keep a steady valuation ad running, and step it up before your busy season. Where Google runs Local Services Ads, real estate services are among its categories, and you pay only for leads.

Example hooks for real estate agents

Written for this page as examples, not taken from any business’s ads. Swap the [brackets] for your own town, name and numbers, and only claim what’s true.

  • Valuation

    “What's your home worth today? A free valuation from someone who knows [suburb].”

  • Local proof

    “Just sold on [street]. Thinking of selling nearby? Let's talk.”

  • Agent

    “I've sold homes in [suburb] for [number] years. Here's what's selling now.”

  • Listing

    “Four bedrooms, a north-facing garden, and a school at the end of the road.”

  • Open home

    “Open this Saturday, 11 to 11:30. Come and see the light in the kitchen.”

  • Market

    “Three things buyers in [suburb] are asking for this spring.”

  • Process

    “Selling for the first time? Here's every step, before you sign anything.”

How Adwright makes your ads

  1. 1

    Paste your agency's website or a listing page. Adwright reads your listings, area, team and reviews and builds your brand kit, so your ads look like your agency on every platform.

  2. 2

    It researches the agents you compete with: their sites, how they pitch to sellers and, where they advertise, their ads in Meta's Ad Library. You see the angles everyone uses and the ones left open.

  3. 3

    It makes valuation ads and property ads for Facebook and Instagram feeds and Stories, LinkedIn and the other platforms you pick, each at the platform's size with the post copy written.

You download your ads (pictures as PNG files) with their post copy and run them from your own ad account, such as Meta Ads Manager or TikTok Ads Manager. Your ad budget is between you and the platform: an Adwright plan pays for making the ads.

FAQ

Questions, answered

For growing the business, a valuation ad for your area, with local proof such as homes you've sold nearby. Property ads matter too, but they mainly serve the listing you already have.

Meta puts ads about homes for sale or rent, and can put seller ads like valuations, in its Housing special ad category. In the US, Canada and Europe that means no choice of age, gender or postcode, and a minimum radius around the places you pick. Make the ad itself specific to the area, so the right people recognise it.

Yes. Paste the listing's page and Adwright makes ads from its photos and details, in your agency's brand kit, at each platform's size.

Describing who a home would suit, such as an age, a family type or a background: that can break fair housing rules. Describe the home and the area instead, and let the right buyers see themselves in it.

Something else? Email support@adwright.co and we’ll get back to you.

More kinds of business

Paste a link. Get ads that sell it.

Adwright reads your website, studies your competitors and the ads winning in your niche, then makes ads in your brand for every platform you run.

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3 days free on Pro. Plans from $49 a month.