Over the last few weeks, I’ve had several real estate agents reaching out to me about Facebook ads.
Some wanted to know how I run my ads, and others shared their struggles—many tried running ads themselves but failed.
I find myself explaining up to 40 mins per call on how to make it work…
So I might as well put in into a newsletter for the benefit of everybody (not just realtors but all service business owners in general)
Here’s the thing: I’ve been running ads not just for real estate agents, but also for beauty services, personal trainers, and various other businesses.
And I’ve noticed a pattern with real estate agents specifically – they’re making the same mistakes over and over, burning through their ad budget with little to show for it.
If that sounds familiar, you’re not alone.
I know all the struggles you face.
- High cost per lead
- Low quality lead
(which I can confidently tell you, “low quality” lead is somehow determined by how good your follow up skills are)
- Leads who ghost you or blue tick you.
- Vendor overpromising results but end up underdelivering.
[Btw, I’m not writing this to get more real estate clients. Without sounding arrogant, I’m already working with enough realtors so I’m not taking on more clients at the moment. 🙏]
Anyway, back to the topic.
I see 3 common mistakes most realtors make when it comes to lead generation online.
And the good news?
Once you fix these, you should start seeing better results.
In fact, my real estate clients right now are getting a 2.5-3X return on ad spend simply by avoiding these mistakes..
Read on (even if you’re not a realtor) as these are concepts that apply to most service businesses.
Mistake #1: Running the Wrong Ad Angle
One of the most common mistakes I see is agents running ads with the wrong angle—and this directly impacts the type of leads you attract.
What you write is who you will attract.
I’ve said these a number of times throughout my content…
You give out freebies, you attract freebie seekers.
(Unless you know how to give out free stuff that can attract people with high intent)
For example, a lot of realtors run ads offering a free valuation report.
Sounds like a great lead magnet, right? But here’s the issue…
Most people who click on these ads aren’t serious sellers.
They’re just curious about their home value and have zero intent to take action.
This means you’ll end up with a bunch of leads who ghost you after getting their free report.
Instead, what I like to create is something called Evergreen Ad Angles—strategies that consistently attract high-intent prospects who are actually ready to buy or sell.
I’ll share more on this in a bit.
Mistake #2: Following Up Too Slowly
Another huge mistake: agents are too slow to follow up with leads.
I’ve seen it happen over and over again—leads come in, and the agent waits a day or two before reaching out.
By then, the prospect has either forgotten about the ad, spoken to another agent, or lost interest.
If you want higher conversions, call your leads ASAP—ideally within the first hour of them opting in.
If you’re too busy, set aside a dedicated day each week to batch call your leads, but the faster, the better.
Mistake #3: Not Creating Enough Content
This one is becoming more important than ever.
Running ads alone isn’t enough anymore. When people see your ad, not everybody will click on the “Learn More” button immediately—they’ll check out your Instagram or Facebook profile first.
If they land on your page and see zero content, no posts, and no insights, it’s going to be hard to trust you.
There are so many realtors in Singapore.
And many of them are already running ads.
How can you stand out from them?
One way is to generate more content.
So start regularly sharing market insights, home-buying tips, and behind-the-scenes content.
This can help people see you as an authority— making it much easier to convert these views into leads.
Here’s How to Actually Make Facebook Ads Work (The Stuff That’s Working Right Now)
1. The Evergreen Ad Strategy
Forget running new launch ads. Sure, they might have worked two years ago, but now?
You’re looking at $80-100 per lead, and most of them are just tire-kickers.
Instead, here’s what works – ad angles that are evergreen.
I’ve got an ad running for one of my clients that hasn’t been changed in 18 months.
It’s still bringing in leads daily. Why? Because it’s evergreen.
The secret sauce?
Create an ad that showcases a method to help them get an outcome.
For eg, the ABC method to spot high potential new launches.
(This way, you can keep it running regardless of how many new launches are upcoming or ending)
This isn’t about the latest launch or the hottest property – it’s about your expertise and methodology. That never goes out of style.
2. The Follow-up Formula
Let’s get real about follow-up. I know you’re busy. Everyone’s busy. But here’s what my most successful clients do:
- They call leads within the hour (when possible)
- They block out specific times (usually Tuesday or Wednesday evenings) dedicated to calling leads
- They know what to say to move the conversation to a face to face appointment
If you ask me, this is the part where it can make or break the campaign.
I’ve generated leads for realtors before but just because they don’t get this part right, they will say the lead quality is lousy.
Or they say the Facebook ads aren’t working.
But no, it has nothing to do with the ads.
The ads are bringing in the leads.
It is the realtor who can’t get the lead to meet them.
(Ouch, sorry I just need to speak the truth)
3. Create more content to build trust
You don’t need to become a social media influencer, but you do need to show you’re active and knowledgeable.
Here are 2 simple tips on what type of content to create.
Document your journey:
- Share quick snippets from property viewings
- Post about client meetings (keeping it confidential, of course)
- Show behind-the-scenes of your work day
Share your insights:
- What do you really think about that new launch?
- Why are certain areas heating up?
- What mistakes are you seeing buyers make?
Honestly, it doesn’t matter how do you do it (whether it’s via a video, or image, or just simply writing)
It’s just communicating to people via your content CONSISTENTLY.
As long as they get your message, it’s well done.
Honestly, being consistent with content is one of the hardest things to do (for me).
But I’m doing my best…
Right now, you’re probably reading this in my email or website.
But I’m also gonna put this content in video format on Youtube.
And repurpose them into shorter snippets.
The key here is to create more content so people think of you when it comes to that particular niche.
There you go.
The 3 mistakes realtors always make, and my 3 tips on how to counter those mistakes.
If this makes sense to you, hit reply and let me know.
And if you’re not already on my Instagram or Youtube, follow me as I share real, actionable marketing tips like this frequently.
