Are Facebook Pages Still Worth It for Real Estate?

Are Facebook Pages Still Worth It for Real Estate Agents?

Let’s get this out of the way. Facebook Business Pages are not the engagement goldmine they used to be. You post a listing, your mom hits “like,” a couple of agents comment “Congrats!” and then it vanishes into the algorithm void.

It’s not you. It’s Facebook.

The Brutal Truth

Facebook stopped being a free marketing platform a long time ago. The average business page now reaches maybe 1 to 2 percent of followers. That means if you’ve got 1,000 followers, you’re lucky if twenty people even see your post.

So yes, it’s basically pay to play. But here’s the part most agents miss: that’s actually not a bad thing. Because once you stop expecting free exposure, you can start using Facebook for what it’s really good at... building audiences, running smart ads, and staying top of mind.

Rethink What Your Page Is Actually For

Your Facebook Page isn’t your megaphone. It’s your digital storefront. When someone Googles your name, your page shows up near the top. It’s your public résumé, not your lead generator.

Keep it clean. Updated. Professional. Post like you’re proving you’re legit, not begging for attention. Your Page is where people confirm you’re the real deal after seeing you somewhere else.

The Smart Play: Retargeting Over Reach

Stop crying over low organic reach and use Facebook’s real power. Every time someone watches a video, clicks a post, or visits your site, Facebook quietly tags them for future targeting.

That means your Page isn’t a billboard, it’s a data trap.

You post something interesting, Facebook notes who cared, and then you run a cheap ad to those same people later. A $1-a-day campaign can keep you in front of every past viewer and potential client without spamming strangers.

So yeah, it’s pay-to-play, but it’s also pay-to-win.

Stop Posting Listings. Start Posting Conversations.

The algorithm does not care about your “Just Listed” post. It’s been trained to spot anything that looks like a commercial and bury it.

Want engagement? Give people something to react to.

Try this instead:

• “Anyone else living in their ‘forever home’ because of a 3% mortgage they can’t break up with?

• “Is 2026 Finally the Year Home Buyers Get Their Power Back?”

• “We had 27 showings in three days on this house. Want to know what made it explode?”

That kind of content earns comments and debate, which tells Facebook your page is worth showing again.

Video Still Rules Everything

Video is the cheat code. Facebook and Instagram are desperate for short-form video, so they push it hard.

Record quick clips. Keep them real and imperfect. Talk about what’s happening in your market, answer questions, share mini success stories, or feature local businesses. Add captions so people can watch quietly during boring meetings. One video, multiple platforms: Facebook/Instagram Reels, YouTube Shorts, LinkedIn, and TikTok. Done.

Build a Community, Not an Audience

Your page might be invisible, but local groups are not. Join the ones that matter — neighborhoods, schools, hobbies, dog parks. Show up like a neighbor, not a salesperson. People trust the local expert who answers questions, not the agent who dumps links.

Relationships beat reach every time.

Track What Actually Matters

Stop measuring likes. They’re cheap dopamine. Track conversations, messages, and website clicks. Those are what turn into appointments.

Agents who post consistently, talk back to commenters, and toss a few bucks behind their best content see results. The rest are yelling into the void and wondering why no one’s listening.

The Real Takeaway

Facebook Pages aren’t dead. They’re just boring if you use them wrong.

Think of your Page as a credibility hub, not a free megaphone. Combine that with light ad spend, smart retargeting, and human-level interaction, and you’ll still pull real business out of Facebook while everyone else complains about the algorithm.