If you’re a real estate agent, you’ve probably tried Facebook ads before. Maybe you boosted a post, ran a quick “Find Buyers” campaign, or even hired an agency. But here’s the honest truth: most Facebook ads for Realtors fail because the copy doesn’t connect.
Ad copy is what grabs attention, builds trust, and makes a homeowner or buyer click. The right copy can put you in front of motivated sellers and serious buyers. The wrong copy? It just eats up your ad spend and leaves you wondering if Facebook ads even work.
The good news is that copywriting doesn’t have to be complicated. There are proven formulas you can follow that consistently attract high-quality leads for Realtors. In this post, I’ll share 3 ad copy formulas that top agents use — plus examples you can swipe and test in your own business.
Formula 1: The Problem → Agitation → Solution (PAS)
This is one of the most powerful copywriting structures in real estate because it taps into what sellers and buyers are already worried about.
You:
- Call out their problem
- Agitate the pain of not fixing it
- Present yourself as the solution
Example for Sellers:
“Thinking about selling your home but worried it won’t attract the right buyers? Many homeowners end up stuck because their listing never gets the visibility it deserves. With my proven Facebook Ad system, I make sure your home gets seen by thousands of qualified buyers — so it sells fast and for top dollar.”
Example for Buyers:
“Tired of losing homes to bidding wars? The average buyer spends months searching and making offers that get rejected. I help buyers get priority access to off-market and just-listed homes in [Your City] — so you find the right home before everyone else does.”
Why it works:
Sellers and buyers are constantly worried — about not selling fast, not selling at the right price, or not finding the right home. When your ad calls out that fear and shows you as the clear solution, they pay attention.
Formula 2: The Testimonial Story
People trust people. That’s why stories and testimonials from past clients work so well in real estate ads. Instead of you saying “I’m great,” you let a past client’s story do the talking.
Structure:
- Start with a short client story
- Share their problem
- Share how you helped
- End with a call to action
Example Ad Copy:
“When Sarah decided to sell her home, she was stressed. She needed to move quickly but worried about getting the right price. After working with me, we had her home in front of 3,200 local buyers on Facebook. It sold in just 9 days — above asking price. If you’re ready to sell your home fast and for top dollar, let’s talk today.”
Another Example:
“Mark and Julia were searching for their dream home for months. Every time they found something, it was already gone. I connected them with listings they couldn’t find online, and two weeks later, they closed on the perfect home. If you’re tired of searching Zillow without luck, I can help you too. Message me to get started.”
Why it works:
Homeowners and buyers don’t just want to hear what you can do — they want proof that you’ve already done it. A good testimonial or story positions you as trustworthy and shows that you deliver real results.
Formula 3: The Authority/Expert Formula
This formula positions you as the go-to expert in your market. Instead of being “just another agent,” you come across as someone with insider knowledge that gets results.
Structure:
- Share a surprising fact or data point
- Show why most people are missing out
- Offer your expert solution
Example Ad Copy:
“Did you know that the average agent loses 72% of their leads because they don’t follow up fast enough? That’s why I use an AI-powered system that instantly responds to every Facebook lead — before other agents even have a chance to call. If you’re thinking about selling your home, don’t risk being ignored. Book a free consultation today.”
Another Example:
“Most homeowners think listing on Zillow is enough to sell their home. The truth? The highest-paying buyers never even see those listings. I use advanced Facebook targeting to put your home in front of motivated buyers in [Your City]. That’s how I get my clients more offers and higher selling prices.”
Why it works:
When you demonstrate that you know something they don’t, you earn instant authority. Sellers and buyers see you as an expert who has the “inside track” on how to get the best results.
Tips for Realtors Writing High-Converting Facebook Ad Copy
- Use Local Language: Mention the neighborhood, city, or even specific streets. Homeowners respond when they feel it’s personal.
- Add Numbers: Be specific — “Sold in 9 days,” “3,200 buyers reached,” “15% above asking.” Numbers build credibility.
- Keep It Simple: Don’t overcomplicate. One clear message beats a paragraph of fluff.
- Always End with a Call-to-Action: Whether it’s “Book a free consultation,” “Send me a message,” or “Claim your free home valuation,” always tell them the next step.
- Test Short vs. Long Copy: Some ads work best with just 2–3 sentences, others with a full story. Test both.
Example Facebook Ad Templates for Realtors
Here are a few copy-and-paste style templates you can adapt:
Seller Lead Ad (PAS Formula):
“Want to sell your home in [Your City] but worried it won’t attract the right buyers? I help homeowners get maximum exposure on Facebook so their home sells fast and for top dollar. Click below for your free home valuation.”
Buyer Lead Ad (Testimonial Formula):
“John and Emily were tired of losing homes in bidding wars. I helped them get priority access to homes before they hit the market. Two weeks later, they closed on their dream home. If you’re ready to find yours, click below.”
Authority Ad (Expert Formula):
“Most agents rely on Zillow and MLS alone. The problem? Buyers are everywhere online, not just there. I use advanced Facebook Ads to put your home in front of thousands of local buyers instantly. Want to see how it works? Let’s talk.”
Final Thoughts
At the end of the day, Facebook ads for Realtors aren’t just about targeting or budget — they’re about the words you use.
When you use the PAS Formula, the Testimonial Story Formula, and the Authority Formula, you instantly separate yourself from agents who are running boring, generic ads. You show that you understand sellers and buyers, you have proof of results, and you know secrets that others don’t.
So before you launch your next ad campaign, ask yourself: Am I writing copy that connects? Or am I just blending in?
Because in real estate, the agents who master Facebook ad copy are the ones who master the market.