Facebook Advertising - Introduction

1. Why Facebook Advertising Works for Estate Agents

Many estate agents ask themselves:

• “Are my property owners even on Facebook?”
• “Isn’t the audience far too young?”
• “Isn’t advertising on Facebook just a waste of money?”

The clear answer is: The audience is not too young, and Facebook advertising is definitely not a waste of money.

Facebook has matured – and become more relevant for property marketing

While social networks used to be dominated by younger users, this has changed significantly. The 50+ generation is now highly active on Facebook, and many users have “grown up” with the platform.

In practical terms, this means:

Many people who used Facebook 10–15 years ago are now between 40 and 60 years old.

At the same time, usage among older age groups continues to rise.

Key figures from the DACH region

• Germany: approx. 30 million active users per month
• Austria & Switzerland: approx. 4 million active users per month
• Among them are many people who:
  • own a home,
  • are landlords or
  • are considering selling a property.

💡 This makes Facebook one of the most efficient ways to reach your target audience at scale.

2. What You Can Achieve with Facebook Advertising

Depending on your goals, a Facebook campaign can be structured in very different ways. An experienced performance marketing specialist can tailor the campaign precisely to the results you want.

Possible goals of your campaign:

• Increase awareness: strengthen your presence in your farm area and build your local brand
• Acquire new clients: target property owners directly
• Lead generation: collect contact details, for example via forms
• Increase website visits: guide interested users to your landing page

There are dedicated campaign types and settings for each of these goals.

3. Is Facebook the Right Platform for My Target Audience?

If you want to reach property owners, Facebook is absolutely relevant. The platform offers:

✔ High reach among the 50+ audience

This age group is surprisingly active today. Many users browse Facebook for local information, services and offers.

✔ Precise regional targeting

Facebook allows you to display ads exactly in your farm area – where potential property owners live.

✔ Effective tools for property marketing

You can promote a wide range of content, such as:

• guides
• valuation tools
• property owner events or webinars
• market reports
• general branding campaigns

This allows you to reach exactly those people who are interested in property-related topics.

4. Looking Ahead: Professional Campaign Planning

To ensure your advertising becomes as effective as possible, every Facebook campaign should be planned with a clear objective. This includes:

• the right advertising goal (e.g. leads, awareness, traffic)
• a suitable budget range
• regional targeting
• strong visuals and clear messaging
• correct tracking

If you want to go into more depth, we recommend our comprehensive guide:

👉 Guide “Social Media Advertising” 
Packed with practical tips, examples and directly applicable knowledge.

Conclusion: Facebook Is a Powerful Tool for Modern Property Acquisition

Whether you want to increase your brand awareness or actively generate property owner leads: Facebook offers excellent opportunities – and your target audience is definitely there. 
With the right campaign settings, you will reach exactly the people who matter for your estate agency.

If you need further support or are looking for concrete instructions, we are here to help at any time: [email protected]