In 2025, many realtors believe that Facebook is no longer an effective platform for lead generation. With the rise of TikTok, Instagram, and YouTube Shorts, some assume that organic reach is dead on Facebook. However, that assumption is far from reality.

Facebook remains one of the most powerful lead-generation platforms for real estate professionals. In fact, Meta has improved its algorithm to prioritize engaging, high-value content, making it easier than ever for realtors to reach potential buyers and sellers—even those outside their network.

In this article, we’ll dive deep into why Facebook is still a powerhouse for realtors, how Meta’s algorithm works in 2025, and the best strategies to generate real estate leads using Facebook.

1. Facebook’s Algorithm Still Prioritizes Engaging Content

Meta’s latest algorithm changes favor content discovery and engagement signals. While Facebook used to focus on content from a user’s friends and family, 30-40% of recommended content now comes from outside a user’s immediate network.

This means that if you post the right content, Facebook will actively promote it to users who are interested in real estate—even if they don’t follow you yet.

How to Leverage Facebook’s Algorithm for Real Estate Leads:

✅ Use Reels & Video Posts: Meta prioritizes video content, especially Reels. Realtors who post home tours, property highlights, and client testimonials as short-form videos see higher reach and engagement because Facebook pushes these to non-followers who engage with similar content.

✅ Encourage Comments & Shares: Facebook’s algorithm heavily weighs meaningful interactions like comments, shares, and time spent on posts. The more engagement your post gets, the higher the chances of it being recommended to others in your area who are looking to buy or sell homes.

✅ Post Interactive Content: Polls, Q&A sessions, and live video tours can significantly boost engagement, leading to more recommendations in the newsfeeds of potential clients.

2. Facebook’s “Discovery Engine” Expands Lead Generation Beyond Your Network

Facebook is shifting toward an AI-powered discovery model, similar to TikTok’s “For You” page. This means that instead of just seeing posts from friends or pages they follow, users will also see content that aligns with their interests and behaviors.

For realtors, this is a game-changer. Even if someone has never interacted with your page, they can still see your listings, market updates, and client success stories if Facebook determines they have an interest in real estate.

How This Works for Realtors:

🔹 Potential homebuyers who watch home tour videos or engage with similar content will start seeing your posts—even if they don’t follow you.

🔹 Facebook Groups & Local Pages Are Prioritized. If you actively post in local real estate or homebuyer groups, your content will show up in more people’s feeds.

🔹 AI-driven content recommendations ensure that your real estate listings, tips, and client success stories reach more potential buyers and sellers.

3. Facebook Ads & Retargeting Are More

Advanced Than Ever

While organic reach is improving, paid ads on Facebook remain one of the most cost-effective ways to generate leads. Meta’s advertising tools are now more advanced, data-driven, and automated than ever before.

Why Facebook Ads Are Perfect for Realtors in 2025:

✅ AI-Powered Lookalike Audiences: Meta automatically finds homebuyers and sellers who match the behavior of your past clients.

✅ Retargeting for Maximum Lead Conversion: If someone watches your property video for more than 5 seconds, Meta automatically retargets them with your listings.

✅ Hyperlocal Targeting: Facebook’s AI now allows realtors to target specific neighborhoods, income levels, and homeowner demographics with extreme precision.

4. Facebook’s “Lead Forms” Feature Brings Leads Without Leaving Facebook

Facebook now offers instant lead capture forms directly within posts, Reels, and Messenger ads. This means users can schedule property viewings, request consultations, or download homebuyer guides—without ever leaving Facebook.

This feature is a game-changer for realtors because it reduces friction in the lead-generation process. Instead of directing users to an external website, you can collect their information instantly and follow up quickly.

Best Practices for Using Facebook Lead Forms:

🔹 Offer a Free Resource: Promote a home-buying checklist, neighborhood guide, or mortgage pre-approval tips in exchange for their contact information.

🔹 Use Instant Call-to-Actions (CTAs): Encourage prospects to book a consultation or schedule a virtual home tour immediately.

🔹 Follow Up Within Minutes: Speed is key. Automate responses via Facebook Messenger or email to immediately engage with potential clients.

5. Facebook Groups & Marketplace Are Powerful Lead Sources

Facebook Groups and Marketplace are still underutilized by many realtors, but they remain high-converting lead sources.

How to Leverage Facebook Groups:

✅ Join and Post in Local Community & Homebuyer Groups: Share listings, home-buying tips, and market insights in local real estate groups to reach active buyers and sellers.

✅ Engage in Discussions: Answer questions about home financing, the local market, or renovation tips to establish yourself as an expert.

✅ Create Your Own Real Estate Group: Build a community of homebuyers and sellers where you share exclusive listings, insider market updates, and client success stories.

Why Facebook Marketplace is a Lead-Generating Goldmine:

Facebook Marketplace allows realtors to list properties for free and receive inquiries from motivated buyers in your area. Many homebuyers use Marketplace as a first step before contacting an agent, making it a perfect place to generate leads without running ads.

Final Takeaway:

Realtors Who Post Daily & Use Facebook’s Algorithm to Their Advantage Get More Leads

Facebook in 2025 is not dead—it’s evolving. Meta’s algorithm, AI-powered recommendations, and advanced ad capabilities make it one of the best platforms for real estate lead generation.

Realtors who are winning in 2025 are those who:

✔ Post daily engaging content (Reels, before-and-after photos, market insights, live Q&As).

✔ Leverage comments, shares, and engagement to trigger Meta’s AI-powered discovery engine.

✔ Utilize Facebook Groups & Marketplace to connect with buyers and sellers in their area.

✔ Run AI-driven Facebook ads and retargeting campaigns for maximum lead generation.

✔ Use Facebook Lead Forms to capture client information instantly and increase conversions.

🚀 Bottom line: If you’re a realtor and you’re not using Facebook strategically, you’re missing out on high-quality leads and millions of dollars in commissions.

Get started today by posting engaging content, leveraging AI-powered discovery, and utilizing Facebook’s powerful lead-generation tools!