Why Estate Agents Without Facebook Ads Will Find It Harder to Compete

Scroll through your social media feeds today and you will notice something interesting. A growing amount of content is no longer from people you follow. On Facebook, more than 20 percent of what you see is now recommended by AI systems. On Instagram, that figure jumps to 40 percent.

What this shift means for estate agents

As these AI-driven recommendations grow, your organic reach to followers is shrinking. Put simply, even if you post daily, fewer of your followers are guaranteed to see your updates. For estate agents relying on organic reach alone, this is a serious challenge.

Why Facebook ads are now essential

Paid advertising allows you to cut through the noise. Instead of hoping your posts appear in a crowded feed, adverts give you a direct seat at the table with local sellers, buyers, and landlords.

The benefits include: • Control over your audience. Ads can target homeowners in your exact area, not just a broad radius. • Consistency. Your brand stays visible, even when the algorithm shifts. • Scalability. You can start small and increase spend as you see results. • Data insights. Ads give you feedback on what content and messages resonate.

Real-world examples of the impact

Agents running regular Facebook ads are seeing a steady flow of valuations and more enquiries from landlords. Others are building custom audiences of people who visited their website or engaged with their posts, then retargeting them until they are ready to take action.

Without adverts, agents risk becoming invisible to large portions of their local community.

How to adapt now

• Start with lead generation adverts designed to capture sellers and landlords.

• Retarget people who have engaged with your content or visited your site.

• Test different formats such as lead forms, video ads, and carousel ads.

• Track not just clicks, but also valuation requests, calls, and consultations booked

Final thoughts

The market is moving, and the platforms are changing. Agents who do not embrace Facebook ads will see their reach decline and their competition rise. The good news is that you do not need to manage this alone. With the right support, you can turn Facebook and Instagram into predictable engines for growth.

Want to stay ahead? Learn how SocialPal can manage this for you at: https://socialpal.info/