Nurture Your Facebook Leads & Turn Them Into Clients

Running Facebook ads for real estate is one thing. Turning those leads into actual clients? That’s where most agents struggle. If you’ve ever launched a great ad, seen leads rolling in, followed up quickly, and then… nothing.

Most real estate leads don’t convert right away. Not because they weren’t interested, but because life gets in the way. The couple that clicked on your ad at 10 PM? They were probably scrolling in bed, dreaming about moving, but got distracted the next morning. The seller who downloaded your guide? They might be considering selling but haven’t committed yet.

They don’t stop wanting to buy or sell a home. They just stop thinking about you. This is where lead nurturing comes in. It’s not about chasing leads or following up endlessly. It’s about staying visible, providing value, and keeping the relationship warm—so that when they’re finally ready, you’re the first person they think of. In this blog, I’ll break down four high-converting lead nurturing strategies that top agents use to turn cold leads into closed deals.

Why Most Facebook Leads Don’t Turn Into Clients

Here’s where a lot of real estate agents stumble: they think every lead is ready to jump in headfirst. But, most people who click your ad are just starting to explore. They might be thinking about a new home or wondering what their place could sell for—they’re not quite there yet.

If your only approach is to call once and hope they bite, you’re missing out on so many possibilities. What works better is having a few smart ways to stay connected and helpful. You can mix and match methods that:

• Keep you on their mind (without being too much)
• Show you’re the expert with ideas they’ll love
• Build trust until they’re ready to reach out

Here are four methods that can make all the difference.

Method 1: Start with an Email Nurture Sequence

Most real estate emails fail because they’re either too salesy or too generic. People's emails are full of newsletters, promotions ands salesy emails. And no one gets excited to open an email full of stats. Instead, your emails should feel personal, engaging, and valuable. This makes you stand out and makes them excited to actually open your email and read it. ‍

What to Send in Your Lead Nurture Emails?

1. Story-Based Emails – People connect with stories. “Meet Sarah & James. They weren’t sure if now was the right time to buy, but in 30 days, they closed on their dream home (without overpaying). Here’s what they did differently…”
2. Quick Tips & Insights – Provide actionable advice. “3 simple things you can do right now to boost your home’s value before listing.”‍
3. Local Market Updates (That Feel Personal) – Instead of dry statistics, make it engaging. “Home prices in [City] just changed. Here’s what it means if you’re thinking about buying or selling.”‍
4. Behind-the-Scenes Content – Show them what it’s really like to buy/sell. “A day in the life of a real estate agent: What happens before a home goes on the market?”
5. Community Content. Feature local businesses, talk about local events coming up. Build a connection with your audience by portraying yourself as a real-human being in the same community as them.

Method 2: Keep Them Interested with Lead Magnets

People don’t just give you their info for no reason. You’ve got to offer something they can’t resist. Lead magnets are perfect for this, keeping your leads engaged while showing you know your stuff.

Some ideas I love:

• For Buyers: “Top 10 Homes Under $500K in [Your City]”
• For Sellers: “3 Easy Steps to Sell Your Home Faster”
• For Movers: “The Moving Checklist That Saves the Day”

When someone downloads your free lead magnet, it’s a clue they’re thinking about their next step. It’s a natural way to follow up, without feeling like you’re forcing it.

Method 3: Stay Visible with Retargeting Ads

Most leads won’t reply right off the bat, but that doesn’t mean they’re not interested. They just need a little time. Retargeting ads are a great way to keep popping up in their world, gently reminding them you’re there.

How to Use Retargeting Ads for Lead Nurturing

• Show them properties they viewed but didn’t inquire about. “Still thinking about that home in [Neighborhood]? It’s still available (but won’t be for long!)”
• Use video testimonials to build trust. “See how [Client’s Name] sold their home for 10% over asking in just 5 days!”‍
• Keep them updated with market trends. “Home prices in [City] just changed—see what it means for your buying or selling plans!”‍

Method 4: Social Media That Builds Trust

Most agents misuse social media. They post nothing but listings and market updates—but people don’t engage with that. Most agents fall into this trap, but people don’t scroll Facebook or Instagram to read a sales pitch. They’re there for stories, ideas, something that makes them pause and think—or even smile.

So, what should you post instead?

• Educational Content: “What does a $500K budget actually get you in [City]? Let’s take a look!”‍
• Engagement Questions: “What’s the #1 thing you wish you knew before buying a home?”‍
• Behind-the-Scenes Moments: “A day in the life of a real estate agent: What happens before a home goes on the market?”‍
• Market Insights with a Personal Touch: “Home prices are rising in [City]—should you wait to buy? Let’s break it down.”

Switching up your social media isn't about getting likes, it will change the way your leads see you. It keeps you in their world, not as some pushy agent, but as someone they trust.

Bringing It All Together

At the end of the day, turning Facebook leads into clients isn’t about luck, it’s about building connections. I’ve seen it time and again working with real estate pros: when you nurture leads with intention, they don’t just stay on your list, they start to trust you. That’s what these methods; emails that feel like a friend, lead magnets that solve real problems, retargeting ads that keep you visible, and social media that shows heart can do. As a marketing expert, I love helping agents craft these strategies.

If you would like some help to get started, download my free resources.