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Generate qualified buyer and seller leads through hyperlocal campaigns that respect Fair Housing — and outperform the portal leads you're overpaying for.
What real estate get wrong about paid advertising
Real estate agents pour money into Zillow, Realtor.com, and Homes.com leads that close at 1–3% because every agent in the zip code is getting the same names. Meanwhile, Facebook and Instagram lead ads — the primary channel for real estate — generate leads at $30–$120 CAC when run properly. The problem is most agents run broad 'dream home' campaigns with no geographic precision, no lead nurturing infrastructure, and no way to track which ad dollars produced which closings. With a 4-month average sales cycle, agents give up on leads after 2 weeks and blame the platform instead of the follow-up.
How ABMG does it differently
We build hyperlocal paid campaigns that target buyers and sellers in specific neighborhoods, price ranges, and life stages — not broad metro areas. Facebook and Instagram lead ads capture prospects with neighborhood-specific creative (market updates, new listings, just-sold proof). Google Ads targets high-intent searches like 'homes for sale in [neighborhood]' and 'best realtor in [city].' Every lead enters a CRM-integrated nurture system designed for the 3–6 month buying cycle, because the agent who stays in touch wins. Full attribution tracks every lead from ad click through showing to closing, so you see cost per closed transaction — not cost per form fill.
Hyperlocal Facebook/Instagram lead campaigns by neighborhood and price range
Google Ads campaigns targeting high-intent buyer and seller searches
Fair Housing compliant ad creative and targeting architecture
CRM integration with automated lead nurture for 3–6 month buying cycles
Listing promotion campaigns for seller clients
Monthly reporting tied to showings scheduled and transactions closed
Consistent lead flow reducing dependence on $200–$600 portal leads
Lower cost per closed transaction through hyperlocal targeting
Full attribution from ad spend to closed deals and commission earned
Nurture system that converts the 80% of leads other agents abandon
Compliance
All campaigns comply with Fair Housing Act requirements. No targeting by race, color, national origin, religion, sex, familial status, or disability. Special Ad Category designation applied to all housing ads on Meta platforms.
Meta requires all housing ads to use the Special Ad Category, which removes age, gender, zip code, and multicultural affinity targeting. We work within these constraints by focusing on interest-based targeting (home improvement, mortgage calculators), lookalike audiences built from your past client list, and geographic targeting at the DMA or city level — not zip code. The restrictions actually force better, broader creative that performs well.
Not necessarily overnight — but you should be building your own pipeline alongside portal leads. Portal leads close at 1–3% because every agent gets the same names. Your own campaigns generate exclusive leads that only you receive, and over time the cost per closed deal drops as your nurture system matures. Most agents transition 50–70% of their portal budget to owned campaigns within 6 months.
The average real estate sales cycle is 4 months, so expect your first ad-attributed closings in months 3–5. You'll see leads within the first week and showings within the first month. The critical piece is the nurture system — 80% of buyer leads aren't ready for 60–120 days. Agents who give up after 2 weeks are abandoning the pipeline right before it pays off.
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6-month minimum engagement · Month-to-month after that · Select clients only