In this post, you’ll find exactly how to find a hot audience of listing leads as well as first time home buyers using Facebook and Instagram.

For your convenience, I’ve included a video as well, just in case you’d rather see how to do it (like I do), instead of reading how to do it.

Either way, Enjoy! And please leave any questions in the comments section below.


Rather Watch The Video?

You can watch the video here if you’d rather watch instead of read. Just click the play button. 🙂


Rather Watch The Video?

You can watch the video here if you’d rather watch instead of read. Just click the play button. 🙂

Hey there. What I’m going to be showing you in this post is exactly how to find real estate leads online, and in particular using Facebook and Instagram, because those are such powerful platforms.

Everybody’s talking about them, and there’s a reason people are talking about it. It’s because there is no place I know to better pinpoint an audience than Facebook and Instagram. Actually, Facebook owns Instagram, so it’s all done on the same platform, so it makes it really, really easy to advertise on one or both.

Like I said, there’s just no more powerful place to be right now, to find your target real estate lead prospects.

What kind of audience are we looking for?

What I’m going to show you today is how to find potential home listings and also I’m going to show you how to find people who are looking to buy their first home. Let’s get right into it.

Go to Facebook.com/business. That’s going to bring you to this page you see either on the right or below (depending on your device), and from here you’ll want to hover over the menu bar and the ads, and you’re going to want to say choose an audience.

Once you do this, go to ads manager. Mine looks a little bit different because I manage many pages for people, and I use what’s called the business manager. I’m going to switch over to business-manager just so I can show you how this works.

Something you may see is it’s going to say please go to ad manager and set up a payment method. You will have to do that before you can actually run an ad, but you don’t have to worry about doing that right now.

If it shows you the setup payment statement, don’t worry about it at all. All we’re doing is looking for the people who are getting ready to list their homes, and the renters who are getting ready to move and purchase a home.

We don’t need to input any of other information.

Talking about things that you will need, you will need a Facebook account. You’re going to have to sign in. You’re also going to need a Facebook business page. If you don’t have that, you’ll need to do that before you can run ads. If you need help doing any of it, let me know, it’s an extremely easy process and I’m happy to help you with it. 

What Sort Of Ad Budget Is Required?

You can spend as little as a dollar, or even five dollars a day. It doesn’t really matter. Obviously, the larger budget you have, the more leads you’re going to be able to get.

But, with Facebook, it’s really best to start out low. I normally tell people to start out with less than $20.00 a day, even if you’ve got $1,000.00 a day to spend, it doesn’t matter.

Start out with less than $20.00. $5.00 is enough to get going, even $1.00 is enough to get going. If you can get a lead through this and list a home, how much is that worth? Is it worth $30.00 a month, or $150.00 a month? It probably is. If it’s not worth that to you, then you’re in the wrong place, and you might as well quit reading right now.

If it is worth that, let’s keep going. Where we’re at is the power editor. You may be in the ads manager, or power editor. I don’t know exactly where it’s going to bring you, but what you want to do is find the audiences.


Once you click into audiences, this is where you’re going to see the real power of Facebook.

I’ll talk about custom audiences and lookalike audiences later, I’ll skim over those and kind of tell you what they are, but I’m not going to get into how to use those yet today. What we want to do for today’s purposes is just create a saved audience, so let’s do that.


I am going to name our list “Listing Leads”. Now, the nice thing about this is they are true leads. As soon as you find them here, they’re leads, and you’re going to see why.

The next thing you’re going to need to do, because you can see we’re targeting the entire United States, and that’s 230 million people, it’s way too much, and probably way further than you sell homes.

You’ve got a couple of options here. If you want to target a specific zip code, you know, kind of the way Zillow works. You can do that, you can actually type in any zip code here.

One of the zip codes most people in Chattanooga like is 37377, and it shows you the map of the zip code, and we’ve got 6,600 people that live within that zip code.

You can see here we’ve selected “people who live in this location”. Make sure you make the same choice, you can always can change it later if you choose.

Another option is “Everyone in this location”, which means people that are traveling and everything, anybody that’s in there will see your ad. For this, you want to target people who live here because you’re wanting to list their home for sale.

What I like to do also, is put in an office address … so if your office is in a place where you want to do business, you can type in your address, or you can just type your city. I’m going to choose the city Chattanooga, TN just for the purposes of this post.

You can see we have 350,000 people within a 25 mile radius of Chattanooga. You can change the radius as well, choose anything you want, you can do a ten mile radius, which is 280,000 people.

Facebook changes things daily, too.

I’m sure as soon as I post this video, there’s going to be a couple of changes. Maybe things will look a little different, but basically, it’s going to be the same set up no matter.

Really, what you’re going to be looking for is this list of people who are getting ready to list their homes. We’re going to do a 10 mile radius of Chattanooga, Tennessee. We have 280,000 people, but that’s everybody that’s here.

We need to specify the people who are looking to list their home, or going to be listing their home soon. Scroll down to detailed targeting, and type “likely to move”.

Now,  we have 2,800 people within a 10 mile radius of Chattanooga who are likely to move.

NOTE: I haven’t heard any solid concrete evidence of how long from now these people are likely to move, but I’ve always found it somewhere between a month and six months. Kind of go with that, but the point is, you are going to be able to get listings from these people.

You need one more thing because not everybody that’s likely to move is a homeowner, and we really want to target homeowners since we’re looking for listings, right? Anybody with a home is … if they’re moving, they’re most likely going to want to sell their home.

One thing you need to know here. “Homeowner” is an interest, and we don’t want that because these are just people who have an interest in owning a home. They’re probably not homeowners, and what we want is the demographic of Homeowners. 

Now, we have homeowners who are likely to move, so again, what do people do when they’re homeowners and they’re likely to move? They need to list their house for sale. This is a perfect set up to get listings.

We’ve got 1,800 people within a 10 mile radius of Chattanooga who are likely to be moving, and they’re homeowners. That is how to find real estate listing lead on Facebook.

You’ll also be able to target these same people on Instagram using this same audience.

Now, all you’ve got to do is you create this audience. Click create the audience, and you’re going to see it right here. It will show you it’s 1,800 people, and it’s ready to go.

You are ready to create this ad now and put yourself out in front of these people. We’re going to talk in another post about exactly what to show them, because Facebook is a little bit different.

They are not looking for an ad saying, “I’m David … and I’m a realtor, and I want to list your home: They’re just not looking for that. You’ve got to approach them a little easier and less sales-y.

I like to show them lists of homes that are on the market, what things have sold for, and that sort of ad. If they’re getting ready to sell their home, these are the things they’re thinking about and it’s what will make them stop scrolling.

It gets captures interest, and starts getting them engaging with you. Again, we’re going to get into that more in another post. What I want to show you here though, is another saved audience because now we’re going to look for people who are interested in buying their first home.

First-time home buyer leads … again, we need to change the location. I’m choosing Chattanooga. This can be any location you want, if you’ve got an address in some other place, it can be a competitors address, you can just target anything really that you want here.

Now, let’s go to the detailed targeting again. What we want to do is we want to choose renters because we know (make sure you choose the demographic of renters). We’ve got renters, and then we want to narrow the audience. Now what we want to do is type in “house hunting.”

All right, so we get house hunting and you can see there’s probably not going to be many people, just 20 people in Chattanoga that are house hunting.

Now we can go to suggestions, and you can choose likely to move, buying a house, people who have expressed an interest, or liked pages related to Zillow, Trulia, Realtor.com because you know these people are checking these things out. 

Now, let’s see what we’ve got. We’ve got 14,000 people within a 10 mile radius of Chattanooga who are renters and have an interest in all these things that are very likely to be people who are looking for their first home.

Do this for yourself. Go out and see what you can find in your area, and what area you want to work with.

Like I said, it’s just so, so powerful for realtors because now you can get right in front of these very targeted people. Facebook will let you place an ad right in front of them. Very powerful, and exciting!

It is a great place to find listing leads, and it’s a great place to find new home buyers. We’ve actually run ads for both very successfully with these kinds of targeting. Go ahead and check it out for yourself.

Play with it a little bit and see what you think. If you’ve got any questions, there is a place to make comments on the bottom of this post. If you would just go there, write a comment or question, I check everything personally, and I will answer you personally.

I hope you enjoyed it. I’ll talk to you in the next post. Bye.