How Retargeting Ads Can Bring Back Lost Real Estate Leads

Every Realtor knows the feeling: you run Facebook ads, get a flood of leads, and then… silence. Maybe they click your ad but don’t sign up. Maybe they book a call but don’t show. Maybe they visit your website but never fill out a form.

Here’s the truth: over 90% of people who see your ads won’t convert the first time. Not because they don’t want to sell or buy a home, but because the timing isn’t perfect yet.

That’s where retargeting ads come in. Done right, they can bring dead leads back to life and turn “maybe later” into “let’s talk now.”

In this post, we’ll break down:

Why Realtors lose so many leads without retargeting
How retargeting ads work (in plain English)
3 powerful retargeting campaigns that get results
How to set up a simple system with just $5/day

Why Realtors Lose 80% of Their Leads

Most agents think leads are “bad” because they don’t convert right away. But let’s be real: if someone clicked on your ad, visited your landing page, or watched your video, they have some level of interest.

The problem is:

They’re still deciding whether now is the right time to move
They got distracted and forgot to come back
They don’t know, like, or trust you yet
They’re checking out 3–4 other agents at the same time

Without a follow-up strategy, all that expensive ad traffic is wasted.

What Retargeting Actually Is (Without the Tech Jargon)

Retargeting ads are simply “reminder ads.”

Think about it like this:

A homeowner clicks your ad about a free home valuation but doesn’t sign up.
Later, while scrolling Instagram or Facebook, they see another ad from you:
“Still curious what your home is worth in today’s market? Get your instant home value now.”

That’s retargeting. You’re not showing your ad to random people — only to the ones who already raised their hand by clicking, watching, or visiting.

It’s like tapping them on the shoulder and saying, “Hey, I know you were interested. Ready to take the next step?”

3 Retargeting Campaigns Realtors Should Run

1. The “Warm-Up” Retargeting Ad

Goal: Build trust before asking for the appointment.

Video ad: Share a 30-second clip of you explaining the current market (e.g., “Why sellers are still getting multiple offers in [your city]”).
Caption: “Thinking of selling? Here’s what’s happening right now in our local market.”
Call-to-action: “Click to see what your home could sell for today.”

This makes leads feel like you’re the expert, not just another salesperson.

2. The “Proof” Retargeting Ad

Goal: Show social proof so leads trust you more than competitors.

Carousel ad: Photos of homes you’ve recently sold.
Copy: “Another homeowner in [city] sold their home for $25,000 over asking with our strategy. Want to see what we can do for you?”
Call-to-action: “Get your free home valuation today.”

This works because people don’t believe claims — they believe results.

3. The “Conversion” Retargeting Ad

Goal: Push hot leads to finally take action.

Image or video: Simple, clear CTA (e.g., a home with “Sold” sign).
Copy: “Ready to sell in [city]? Book your free 15-minute consultation today. No pressure — just real answers about your home’s value.”
Call-to-action: “Book Your Call Now.”

This ad is for people who are already 80% convinced — you just need to nudge them.

How Much Should Realtors Spend on Retargeting?

You don’t need a massive budget. In fact, many of our Realtor clients spend just $5–10 per day on retargeting ads and see a huge difference.

Why so little? Because your retargeting audience is smaller (just people who clicked your ads or visited your site). You’re not blasting ads to 100,000 strangers — you’re re-engaging the 1,000–2,000 people who already know you exist.

Case Study: $1,000 Campaign → 12 Seller Leads

One of our Realtor clients in Texas ran a $1,000 Facebook ad campaign without retargeting. They got 47 leads, but only 4 actually booked calls.

When we added a simple $5/day retargeting ad, suddenly:

8 more leads booked calls
3 turned into signed listings
One home sold within 21 days

The extra revenue? Over $30,000 in commissions.

That’s the power of not giving up on leads too early.

Step-by-Step Setup for Realtors

Here’s a simple way to launch your first retargeting campaign:

Install your Facebook pixel on your website/landing page.
Build a Custom Audience → people who visited your site, clicked your ad, or watched your video.
Create a Retargeting Campaign → run 1–3 simple ads (warm-up, proof, conversion).
Set a budget → start with $5/day.
Keep refreshing ads every 30 days so they don’t go stale.

Final Thoughts

The biggest mistake Realtors make with Facebook ads is treating leads like a one-time shot. If they don’t convert in 24 hours, agents write them off.

But in reality, the money is in the follow-up. Retargeting keeps you in front of warm prospects until they’re ready to act — and when they are, you’ll be the only agent they think of.

👉 So before you pour more money into new ads, make sure you’re not letting the leads you’ve already paid for slip away.