Best Facebook Ad Strategy For An Open House: Realtors' Guide

In this guide, I’ll walk you through everything you need to know about promoting your open house using Facebook Traffic Ads and Facebook Lead Ads—two of the most effective ways to capture interest and generate leads. Along the way, I’ll also cover Zapier integration, retargeting strategies, and the ultimate ad setup to ensure your open house is a success.

If you prefer visual learning, I’ve created a video that walks you through it step-by-step, including tutorials on Traffic Ads, Lead Ads, Zapier integration, and retargeting. Let’s dive in!

Step 1: Choose the Right Ad Type for Your Open House

Your first decision is to select the type of Facebook Ad that best fits your open house marketing goals. The two most effective options are Traffic Ads and Lead Ads—each serving a unique purpose depending on how you want to engage with potential buyers.

Option 1: Facebook Traffic Ads

Traffic Ads are ideal if you have a dedicated landing page for the open house. They redirect users to your website, allowing them to explore more details, RSVP, or leave their contact information. This is a great option if your website is optimized to convert visitors into leads.

What You’ll Need for Traffic Ads:

• A dedicated landing page specific to the open house, highlighting:
  • Date and time of the event.
  • Location of the property.
  • Teasers of key property features (e.g., a stunning backyard).
• A clear call-to-action (CTA) like “RSVP Now” or “Learn More.”

Option 2: Facebook Lead Ads

Lead Ads are perfect for realtors who want to collect leads directly on Facebook without redirecting users to an external site. With these ads, potential buyers can fill out a form without leaving the platform, making it quick and easy for them to RSVP or express interest.

What You’ll Need for Lead Ads:

• A lead form with essential fields (which we will cover in step 2).
• A listing of the property on your website.
• A follow-up system to engage leads as soon as they submit the form (more on this in step 2).
  

Step 2: Crafting the Perfect Ad

The success of your Facebook Ad lies in its ability to capture attention, spark curiosity, and drive action. A well-crafted ad not only attracts potential buyers but also convinces them to engage—whether that’s RSVPing, submitting their contact details, or attending your open house. Here’s how to create an ad that stands out:

1. Use Eye-Catching Visuals

Your ad’s creative is the first thing viewers notice. Great visuals stop the scroll and compel users to learn more about your open house.

Why Visuals Matter

People process images and videos faster than text, and in a platform as crowded as Facebook, visuals are your key to standing out. High-quality, engaging visuals make your ad look professional, which builds trust with potential buyers.

Best Visual Options for Open House Ads

• ‍Video Walkthroughs: The most engaging format. A video of you walking through the home brings the property to life and gives potential buyers a sneak peek of what to expect. Highlight unique features like large windows, open layouts, or outdoor spaces, but leave some high-value areas (like the kitchen or master bedroom) out to create curiosity.‍
• Images Featuring You: Photos of you at the property add a personal touch, making the ad feel more authentic and relatable. It’s an excellent way to showcase your personality and build rapport with your audience.‍
• Professional Property Photos: If videos or personal photos aren’t an option, invest in high-quality photos of the property. Focus on the property’s best features, like the living room, backyard, or entryway.‍

Mistakes to Avoid with Visuals‍

• Low-resolution or poorly lit images/videos.
• Overloading the ad with too many photos or lengthy videos.
• Showing too much of the property, which can reduce curiosity and attendance.
  

2. Write Compelling and Curiosity-Driven Copy

Your ad copy is where you can seal the deal. It needs to be clear, persuasive, and encourage action.

Why Copy Matters

Even with stunning visuals, poorly written copy can lose potential buyers. Well-crafted copy provides the context viewers need to take action and complements your visuals by creating excitement and urgency.

How to Write High-Converting Copy

• ‍Maximize the First Three Lines. On Facebook, only the first three lines of your ad are visible before users click “See More.” Use this space to grab their attention and deliver the most important details:‍
  • Example: “📅 Save the Date! Join us for an exclusive open house at [ADDRESS] on [DATE]. 🏠 Explore your dream home!”‍
• Add a Hook to Spark Curiosity. Encourage people to visit the open house by teasing its unique features without giving everything away:
  • “Step into this stunning home with breathtaking views and a backyard oasis. But there’s so much more waiting for you at the open house!”‍
• ‍Write a Clear Headline. Your headline is bolded and draws attention immediately. Keep it short, action-oriented, and clear:‍
  • Example: “📅 Save [DATE] for This Open House!”‍
• Include a Strong Call-to-Action (CTA). Every ad needs a CTA that tells viewers exactly what to do next:
  • “Click below to RSVP or get more details!”
  • “Don’t miss your chance to see this beautiful home—RSVP now!”
    

Common Copywriting Mistakes to Avoid

• Writing long paragraphs without clear structure.
• Using generic phrases like “Must See!” without specific details.
• Forgetting to create a sense of urgency or curiosity.

3. Traffic or Lead Ad

If you decide to use a traffic ad, you can watch this video that tells you exactly how to create a Traffic Ad inside Roya.

If you decide to use a lead ad, we have two more important steps to do. If you want a step-by-step guide on how to create a Lead Ad inside Roya, you can watch this video.

First of all, we have to create a lead form.

• Intro: no intro.
• Form type: Higher Intent.
• Questions: Full Name, Email and Phone Number.
• Privacy Policy: copy the link of the privacy policy on your website.
• Completion:
  • Headline: Thank you for your interest!
  • Description: Click the link below to see all the property details, and see you at the open house!
  • CTA button: View Website.
  • Link: link to the property on your own website.
  • CTA Text: Click here to see all property details.

4. Zapier integration for Lead Ads

The next step is that we want to set up a Zapier integration, so that every time fills in your lead form on Facebook they get an automatic email about the information of the open house. To do so, you are going to Zapier and create a free account.

You are going to create a Zap, by clicking on Zaps and select Facebook Lead Ads as the trigger. Connect your Facebook Account and map the lead form fields (e.g., Name, Email, Phone Number) to Zapier.

Send an Instant Email Confirmation

After a lead submits their information, Zapier can automatically send a personalized email confirming their RSVP and providing event details.

Steps:

• Set your action app as an email service like Gmail, Outlook, or a marketing platform like Mailchimp.
• On the right side, fill in the form.
• For the “To” field, click the + button and select Email from the Facebook Lead Ads fields.
• For the “Subject,” enter something engaging like: “Thanks for RSVPing for Our Open House!”‍
• For the “Body,” write a friendly email with essential details. Example:
  • Hi [Name], Thank you for RSVPing for our open house! We’re excited to welcome you on [DATE] at [ADDRESS]. If you have any questions, feel free to reply to this email. Best regards, [Your Name or Agency Name]
• Test the email to ensure it’s sent correctly and looks professional.

Schedule Reminder Emails

Keep your open house top-of-mind with reminder emails sent out at strategic times before the event—3 days, 2 days, and 1 day prior.

Steps:

• Use Zapier to integrate with your email platform (e.g., Mailchimp, Gmail).
• Create additional Zaps to send reminder emails:
  • Use a delay action in Zapier to schedule emails for specific intervals.
  • Customize each email:
    • 3 Days Before: “Your Open House Is Almost Here! 🏡”‍
    • 1 Day Before: “Reminder: We Can’t Wait to See You Tomorrow!”

Step 4: Optimize Your Ad Budget

Start with a daily budget of $10–$20. This amount is enough to reach a local audience effectively. Monitor performance throughout the campaign and adjust as needed.

Step 5: Set Up Retargeting Campaigns

Retargeting helps you stay in front of people who have shown interest but haven’t taken action. Set up retargeting ads to keep your event top-of-mind for potential buyers and increases attendance rates.

We are going to create a different ad set as soon as our ads get approved by Facebook. With this ad set, we are going to create a list of people who have engaged with our Instagram or Facebook. ‍

Step 6: Launch Your Campaign

With everything in place, you’re ready to launch your campaign! Use this Notion checklist to ensure success.

And if you want to follow along, then watch this video, where I explain step-by-step what you need to do!

Conclusion

By implementing this strategy, you’ll attract more qualified leads, maximize attendance, and set the stage for a successful open house. With Roya and automation through Zapier, running effective campaigns has never been easier.