31 real estate ads that work better (plus templates)

You don’t need more real estate ads, you just need better ones – the kind that stop people from scrolling, earn trust fast, and make the next step feel obvious. If you’re a brokerage or a realtor that needs to boost your marketing outcomes, this one’s for you.

We looked at some of the top roundups, pulled together the strongest real estate ads across different categories and turned them into 31 examples you can copy. Inside, you’ll find real estate Facebook ads examples, real estate Google ads examples, and direct mail examples we liked and rated each by ad type – so you can quickly spot what’s worth copying (and what isn’t).

Our scorecard metrics: why these real estate ads work

Total: 25 points; score each category from 1-5

1. Hook: Would your target stop within 2 seconds?
2. Specificity: Is it hyper-local and concrete?
3. Proof: Does it show credibility (using numbers, receipts, testimonials)?
4. Offer: Is the “yes” easy (guide, list, valuation, tour, consultation)?
5. CTA clarity: One obvious next step (not five options).

Finally, our “steal this” rule: If you can’t point to the hook and the next step instantly, your listing ads aren’t ready. Of course, you don’t have to take our word for it – use the above metric and test each one on your own! After all, different ads work for different realtors and brokerages.

31 examples of real estate ads, rated by ad type

Seller lead ads

1) “Just sold” neighborhood proof ad

• Channel: Meta feed image/direct mail
• Target: Potential sellers in one neighborhood
• Hook: “Sold in X days/over asking”
• Steal this: “Another home in [neighborhood] sold – want to know what buyers are paying right now?”
• Score: 21/25

2) Market update postcard

• Channel: Direct mail
• Target: Local area homeowners
• Hook: 3 stats people actually care about (ex. median price, days on market, number of homes sold)
• Steal this: “Your [neighborhood] market in 90 seconds – plus what it means for your home.”
• Score: 20/25

3) Home valuation lead form

• Channel: Meta lead form
• Target: Homeowners who are curious, not committed
• Hook: Instant price range and a simple “how it works”
• Steal this: “Get a 60-second home value range – no pressure. I’ll send 3 comps and one clear next step.”
• Score: 22/25

4) Seller seminar / webinar invite

• Channel: Meta event ad
• Target: Would-be sellers who need confidence
• Hook: “The 3 numbers that decide your selling price in 2026”
• Steal this: “Free 30-minute seller class – leave with a pricing plan and a timeline.”
• Score: 19/25

5) Google Search ad for “home value” intent

• Channel: Google search
• Target: High-intent sellers (“home value,” “sell my house,” “listing agent”)
• Hook: Matches the query exactly (no cleverness needed)
• Steal this: Headline ideas: “What’s my home worth in [city]?” and “Get 3 comps today.”
• Score: 21/25

6) YouTube “meet the agent” trust builder

• Channel: YouTube (in-stream)
• Target: Sellers researching quietly
• Hook: “Before you pick a listing agent, do this one thing…”
• Steal this: “I’ll show you how to price without leaving money on the table – grab my 5-minute pricing review.”
• Score: 18/25

7) Retargeting display ad that restates the offer

• Channel: Google Display retargeting
• Target: People who visited your valuation/seller page
• Hook: “Still thinking about selling?”
• Steal this: “Get a clean price range plus 3 comps – book a 10-min call.”
• Score: 17/25

8) Seasonal “timing” angle ad

• Channel: Meta feed carousel
• Target: Sellers waiting for the “right moment”
• Hook: “If you’re waiting for rates to drop, read this first”
• Steal this: “I’ll map 2 selling scenarios for your home – sell now vs wait.”
• Score: 18/25

Buyer lead ads

9) “Are you pre-approved?” friction remover

• Channel: Meta feed video
• Target: Buyers early in the process
• Hook: A single yes/no question
• Steal this: “Not pre-approved yet? I’ll connect you with a lender who can answer in a day – then I’ll send listings that fit.”
• Score: 19/25

10) Buyer quiz lead magnet

• Channel: Meta/Instagram
• Target: Buyers who don’t know what they can afford/where to start
• Hook: “Find your best-fit neighborhood in 90 seconds”
• Steal this: “Take the quiz – get a custom shortlist + 3 listings that match.”
• Score: 20/25

11) New listing alert ad (“save my search”)

• Channel: Meta lead form
• Target: Buyers in one micro-area
• Hook: Speed and scarcity (without hype)
• Steal this: “Want new [neighborhood] listings the moment they hit the market? Tell me how many beds/baths you’re looking for and I’ll set it up.”
• Score: 21/25

12) Open house announcement postcard

• Channel: Direct mail postcard
• Target: Nearby homeowners and lookers
• Hook: Date/time/price on the front with zero digging required
• Steal this: “Tour it this weekend – and I’ll share 3 similar homes you should see too.”
• Score: 18/25

13) Instagram Stories “tap-through tour”

• Channel: Instagram feed/stories
• Target: Mobile-first buyers; younger demographic
• Hook: “Best feature first” (not exterior first)
• Steal this: “Tap for the tour – reply ‘TOUR’ and I’ll send the full walkthrough plus showing times.”
• Score: 19/25

14) YouTube “how-to” for first-time buyers

• Channel: YouTube search/in-stream
• Target: First-time buyers consuming advice content
• Hook: “3 mistakes that cost buyers $10k+”
• Steal this: “Check the comments for my offer strategy sheet.”
• Score: 18/25

15) Google Discovery ad for passive buyers

• Channel: Google Discovery
• Target: People browsing Gmail, not searching yet
• Hook: “Homes under $X in [area]”
• Steal this: “Get the ‘under $X’ list updated weekly – no spam, unsubscribe anytime.” Score: 17/25

16) Text-message nudge for open house

• Channel: SMS (opt-in list)
• Target: Warm leads who said “maybe”
• Hook: A helpful reminder + micro-CTA
• Steal this: “Quick reminder – open house today 1–3pm. Want me to hold you a 15-min slot?” Score: 16/25

Listing promotion ads

17) Luxury virtual tour ad

• Channel: Meta video
• Target: Move-up buyers and aspirational browsers
• Hook: “The one feature you can’t renovate later…”
• Steal this: “60-second tour – then book a private walkthrough.” Score: 20/25

18) Carousel that tells a story

• Channel: Meta carousel
• Target: Buyers comparing options
• Hook: Card order: “pain solved” (ex. commute, yard, office, schools, price)
• Steal this: “Swipe: ‘Work-from-home ready’ → ‘Backyard’ → ‘Kitchen’ → ‘Floor plan’ → ‘Book a showing’.”
• Score: 19/25

19) “Just listed” postcard with comps angle

• Channel: Direct mail postcard
• Target: Nearby homeowners (future sellers) + active buyers
• Hook: “Just listed” + price + one standout feature
• Steal this: “Curious what this means for your home’s value? I’ll share 3 comps.”
• Score: 19/25

20) Short-form “3 reasons this home wins” video

• Channel: Reels/TikTok
• Target: Scroll-heavy buyers/young professionals
• Hook: Start with the best “why” (not the address!)
• Steal this: “Reason #1: [rare feature]. Want the full sheet? DM ‘INFO’.” Score: 18/25

21) Newsletter “new this week” roundup

• Channel: Email newsletter
• Target: Your database and nurtured leads
• Hook: “3 homes that match what people asked me for most”
• Steal this: “Reply with your 3 must-haves – I’ll send a tighter shortlist.”
• Score: 17/25

22) Google Search ad for the listing address

• Channel: Google search
• Target: Buyers already looking up the property
• Hook: “Official photos + tour times”
• Steal this: “See the full photo set and book a showing – updated daily.” Score: 16/25

23) Open house and local tie-in ad

• Channel: Meta feed image
• Target: People who love the neighborhood lifestyle
• Hook: “Walk to [landmark] in 6 minutes”
• Steal this: “Tour the home – then I’ll text you my ‘best coffee / parks / gyms’ list for this pocket.” Score: 18/25

24) Retargeting ad that answers objections

• Channel: Meta retargeting
• Target: Listing-page visitors who bounced
• Hook: “Worried about [HOA/basement/commute]?”
• Steal this: “Here are the 5 questions I got most…”
• Score: 17/25

Brand and trust ads

25) Testimonial postcard (with the right disclosure)

• Channel: Direct mail postcard
• Target: Farm area homeowners
• Hook: A real outcome story (short)
• Steal this: “If you want a low-drama sale, this is what the process looks like.”
• Score: 18/25

26) Testimonial ad with one “receipt”

• Channel: Meta feed image
• Target: Skeptical buyers/sellers
• Hook: Quote with concrete proof (days on market, multiple offers, etc.)
• Steal this: “Loved by clients – backed by results.”
• Score: 19/25

27) “Meet the team” credibility ad

• Channel: Meta video
• Target: People choosing between similar agents
• Hook: “Here’s how we run a listing like a launch”
• Steal this: “You get a plan, a timeline, and proactive updates – every week.”
• Score: 17/25

28) Holiday / seasonal “top of mind” ad

• Channel: Postcard or Meta feed
• Target: Past clients + warm sphere
• Hook: Warmth and relationship-building (not sales)
• Steal this: “Wishing you and your loved ones a happy holiday”
• Score: 15/25

29) Community partnership ad

• Channel: Meta flyers
• Target: People who want a local expert
• Hook: “Free shredding day / food drive / school fundraiser”
• Steal this: “Come by and meet your neighbors – grab my ‘moving checklist’ on the way out.” Score: 16/25

30) Referral ask that doesn’t feel gross

• Channel: Email and Meta
• Target: Past clients
• Hook: “I’m taking on 2 new clients this month”
• Steal this: “If someone you care about is moving, I’ll treat them like you – reply with their name and I’ll do the rest.”
• Score: 16/25

31) “Direct and bold” outdoor ad

• Channel: Outdoor (billboard, bench, bus shelter)
• Target: High-frequency commuters in your area
• Hook: One punchy line people remember
• Steal this: “Buying or selling in [area]? Start with a 10-minute plan.”
• Score: 14/25

Templates you can copy today

10 scroll-stopping hooks

1. “Before you pick an agent in [neighborhood], do this…”
2. “If you’re thinking of selling in [month], watch this first.”
3. “Selling your house? Here are 3 things buyers pay extra for in [city].”
4. “What $X buys you in [neighborhood].”
5. “The biggest pricing mistake I see in [area].”
6. “Selling and buying at the same time? Here’s the low-stress way.”
7. “Yes, rates matter – but here’s what matters more.”
8. “If Zillow says $X, here’s what I’d check next.”
9. “Moving because of [life change]? Here’s a simple plan.”
10. “Your 2026 market update in 90 seconds.”

10 CTAs that don’t tank conversions

1. “Get the list”
2. “Book a 10-minute plan”
3. “Send me homes like this”
4. “Get 3 comps”
5. “See the full tour”
6. “Claim a showing slot”
7. “Reply ‘INFO’ in the comments”
8. “Download the checklist”
9. “Ask me anything”
10. “Get weekly updates”

5 offers that consistently outperform “contact me”

1. 60-second home value range
2. Neighborhood “new listings” alert (save-my-search)
3. Buyer offer strategy sheet (one pager)
4. Seller pricing plan
5. Moving checklist (timeline, utilities, change-of-address, etc.)

Compliance and guardrails you shouldn’t skip

If you advertise housing, your targeting and copy can quickly create risk for your business – especially with automated delivery. Here are some things to remind yourself of when it comes to compliance (not legal advice – always confirm requirements for your market and brokerage):

• Fair housing still applies in digital ads. The United States Department of Housing and Urban Development (HUD) has explicitly discussed how algorithmic/ad-platform delivery and AI can steer or disproportionately deliver housing-related ads, even without the advertiser intending it.
• Google restricts targeting for housing ads and requires demographic settings to remain enabled in specific ways.
• If you use testimonials or endorsements, disclose material connections clearly when the audience wouldn’t expect them (for example, incentives, family/employment relationships, etc.).
• On Meta, housing ads fall under special restrictions (for example, special ad audiences are adjusted and don’t use certain targeting like age and gender).

How to pull competitor creatives without the guesswork

Meta Ad Library (for ad angles and formats)

Meta maintains an ad library for transparency purposes, and it’s commonly used as a swipe-file source for businesses.

1. Search a competitor or big local team
2. Filter by active ads and format (video, image, carousel)
3. Screenshot the structure (hook, offer, CTA) – don’t copy branding.

Google Ads Transparency Center (for headlines and positioning)

Google notes that people can search for an advertiser and find info about them and their ads in the Ads Transparency Center.

1. Search the brokerage/team name or website
2. Filter by region and date
3. Track patterns: repeating promises, repeated CTAs, and which offers stay live longest.

Where real estate advertising is headed: 3 trends shaping real estate ads in 2026

1. More value first, less listing first: The winningest ads lead with checklists, comps, and short plans – then earn the conversation
2. Short video becomes the default trust layer: Even search-led strategies are pairing with YouTube/video shorts form to build familiarity across touchpoints
3. Compliance-aware personalization: AI can help generate variations, but delivery and targeting can still create fair-housing risk – so teams that monitor outcomes (not just clicks) will win in the long haul

The fastest way to improve your real estate ads isn’t to reinvent the wheel – it’s to use the right patterns and apply them consistently. Use the following 31 examples as your swipe file, then rate each ad type on your own with the scorecard so you know what’s actually pulling its weight: strong hook, specific promise, real proof, a clear offer, and a single obvious next step. Pick two formats to master first, ship variations on a regular basis, and let your scores tell you what to scale… and what to forget.