To help you navigate and thrive, we’ve created a month-by-month advertising plan specifically designed for real estate agents like you. With a modest budget of $350 per month—equivalent to what a family of four might spend on DoorDash—you can build brand awareness and generate high-quality leads consistently throughout the year using Walled Garden.
Consistency is the cornerstone of any successful marketing effort. Regularly running campaigns ensures that your brand remains top-of-mind for potential clients. It allows you to refine your strategies, understand your audience better, and build trust over time. In a competitive industry like real estate, staying visible and engaging consistently will set you apart and drive long-term success.
The below comprehensive plan outlines strategies for Facebook and Instagram advertising, tailored to each season’s unique demands. From leveraging spring buying trends to maximizing year-end opportunities, this guide ensures your marketing efforts with Walled Garden are both efficient and impactful.
Comprehensive 2025 Facebook and Instagram Advertising Plan for Real Estate Agents
Objective: To generate consistent leads and build brand awareness using targeted advertising strategies with a monthly budget of $350.
January: Foundation and Kickoff
Focus: Set up and optimize ad accounts and campaigns.
Budget Allocation:
Brand Awareness Campaign: $150
Lead Generation Campaign: $200Ad Strategy: Use carousel ads highlighting your expertise, showcasing testimonials, and featuring sold properties. Create a Lead Magnet campaign offering a free "Home Value Report" or "Market Insights Guide."
Key Metrics to Track: Impressions, Reach, and Cost-Per-Lead (CPL).
January Ad Ideas
"New Year, New Home" Campaign
Highlight the fresh opportunities that the new year brings for homebuyers and sellers. Use carousel ads showcasing beautiful properties and include a clear call-to-action (CTA) like "Find Your Dream Home Today."Free "Home Value Report" Lead Magnet
Create a lead ad offering a free personalized home valuation. The ad copy should emphasize the ease of getting started: "Curious about your home's current value? Get your free report in just minutes!"Testimonial Spotlight Ad
Share a past client’s success story using video or carousel format. Include a compelling CTA like "Let’s make your real estate goals a reality in 2025. Contact me today!"
February: Building Momentum
Focus: Expand reach and test creatives.
Budget Allocation:
Brand Awareness: $100
Lead Generation: $250Ad Strategy: Test two different lead magnets. Create a retargeting campaign for users who engaged in January but did not convert.
Key Metrics to Track: Click-Through Rate (CTR) and Retargeting Conversion Rate.
February Ad Ideas
"Love Your Home" Campaign
Use Valentine’s Day as a theme to encourage leads to find their perfect match in a new home. Include romantic imagery and a CTA like "Fall in love with your dream home today!"Retargeting Ad: "Still Searching?"
Target users who clicked on January’s ads but didn’t convert. Showcase similar properties they might love and add a CTA like "Let’s pick up where we left off—schedule a viewing today."Buyer Education Ad: "Steps to Homeownership"
Promote a carousel ad that walks buyers through the home-buying process. Use simple, engaging visuals and a CTA like "Ready to start your journey? Let’s chat!"
March: Seasonal Engagement
Focus: Spring home-buying season.
Budget Allocation:
Seasonal Campaign: $150
Retargeting Campaign: $200Ad Strategy: Promote Spring Open Houses using event ads. Retarget engaged users from January and February with a "Spring Buyer’s Checklist."
Key Metrics to Track: Event RSVPs and Conversion Rate.
March Ad Ideas
"Spring into Your New Home" Campaign
Use vibrant visuals of homes with blooming flowers and lush greenery. Include a CTA like "Find your dream home this spring—start browsing now!"Open House Event Promotion
Create event ads for upcoming open houses. Highlight key features of the properties and include a strong CTA like "Join us this weekend to tour your future home!"First-Time Buyer Incentives Ad
Target first-time buyers with ads offering special incentives, such as discounted closing costs or free consultations. Use a CTA like "Take your first step toward homeownership today!"
April: Leverage Data
Focus: Optimize campaigns based on performance insights.
Budget Allocation:
High-Performing Campaigns: $200
Experimentation: $150Ad Strategy: Double down on top-performing ad formats. Experiment with video ads showcasing virtual property tours.
Key Metrics to Track: Cost Per Engagement (CPE) and Video Completion Rate.
April Ad Ideas
"Virtual Tour Showcase" Campaign
Highlight the convenience of virtual tours for busy homebuyers. Use video ads to showcase properties with a CTA like "Tour homes from the comfort of your couch—start now!"Data-Driven Market Insights Ad
Share recent market trends or housing data in your area to position yourself as a local expert. Include a CTA like "Stay ahead of the market—get your personalized insights today."Testimonial Video Ad
Create a video featuring satisfied clients discussing how you helped them find their dream home. Use a CTA like "Let’s make your real estate dreams come true—contact me today!"
May: Boost Listings
Focus: Highlight properties for sale.
Budget Allocation:
Listing Promotions: $200
Retargeting: $150Ad Strategy: Promote "Just Listed" properties with carousel or slideshow ads. Retarget previous leads with ads about current market trends.
Key Metrics to Track: CPL and Listing Engagement.
May Ad Ideas
"Just Listed Spotlight" Campaign
Showcase newly listed properties with carousel ads. Use high-quality images and a CTA like "Don’t miss out—schedule a viewing today!"Neighborhood Highlight Ad
Feature the benefits of living in a specific area with local attractions, schools, and amenities. Include a CTA like "Discover the charm of [Neighborhood Name]—find your home now!"Seller Success Stories
Share stories of recent successful sales to attract potential sellers. Use a CTA like "Thinking about selling? Let’s get your home sold fast—contact me today!"
June: Community Connection
Focus: Build deeper local connections.
Budget Allocation:
Community Campaign: $150
Lead Nurturing: $200Ad Strategy: Create ads highlighting your involvement in local events. Retarget leads with success stories from past clients.
Key Metrics to Track: Local Engagement Rate and Retargeting CPL.
June Ad Ideas
Local Event Promotion
Highlight your involvement in or sponsorship of community events, such as farmer’s markets or local charity runs. Use a CTA like "Meet me at [Event Name] and let’s talk real estate!"Community Highlight Ad
Showcase the unique features of neighborhoods you serve, such as parks, schools, or dining options. Use a CTA like "Explore the best of [Neighborhood Name] with me—your local real estate expert!"Client Appreciation Ad
Create an ad thanking your past clients for their trust and support. Include a CTA like "Ready to find your next home? Let’s make it happen together!"
July: Mid-Year Analysis
Focus: Evaluate performance and refresh strategy.
Budget Allocation:
High-Performing Campaigns: $250
New Experiments: $100Ad Strategy: Continue top-performing campaigns. Test new ad formats, like Instagram Stories and Reels.
Key Metrics to Track: ROI and Cost Per Lead.
July Ad Ideas
Mid-Year Market Update
Share insights about the real estate market’s performance in the first half of the year. Use a CTA like "Stay informed and ahead of the market—get your free mid-year report today!"Summer Home Showcase
Highlight properties that offer summer-friendly features such as pools, patios, or spacious yards. Use a CTA like "Find your summer dream home—schedule a tour now!"Video Ad: "Why Work With Me?"
Create a short, engaging video explaining your unique value as a real estate agent. Use a CTA like "Let’s make your homeownership journey seamless—reach out today!"
August: Prepare for Fall
Focus: Build interest for fall listings.
Budget Allocation:
Brand Awareness: $150
Lead Generation: $200Ad Strategy: Run campaigns about "End-of-Summer Market Insights." Highlight fall property buying opportunities.
Key Metrics to Track: Lead Engagement and CPL.
August Ad Ideas
“End-of-Summer Market Snapshot” Campaign
Share a carousel ad showcasing key market statistics and trends from the summer, positioning yourself as a knowledgeable expert. Include a CTA like, “Curious about what the market means for you? Get your personalized fall market insights now!”“Find Your Perfect Fall Retreat” Video Ad
Create a short video highlighting cozy homes with features perfect for fall, like fireplaces, spacious kitchens, and scenic backyards. Use a CTA such as, “Start your fall home search today—schedule a tour now!”“Why Fall Is the Best Time to Buy” Retargeting Ad
Retarget leads who engaged earlier in the year but didn’t convert. Emphasize lower competition and potential seasonal deals, with a CTA like, “Don’t miss out on fall’s hidden opportunities—contact me today!”
September: Ramp Up Listings
Focus: Promote listings and brand authority.
Budget Allocation:
Listing Campaigns: $200
Retargeting: $150Ad Strategy: Create listing campaigns featuring properties ideal for families preparing for the school year. Retarget leads with ads featuring "Why Fall is a Great Time to Buy."
Key Metrics to Track: Listing CPL and Ad Engagement.
September Ad Ideas
“Back-to-School, Back to Buying” Campaign
Target families looking to settle into a new home before the holiday season. Use carousel ads showcasing family-friendly properties near schools and parks, with a CTA like, “Find your family’s perfect home—start your search today!”“Fall Into Your New Home” Testimonial Ad
Share a video or image carousel featuring happy clients who recently purchased homes. Focus on how they benefited from buying during the fall. Use a CTA like, “Join our list of satisfied buyers—schedule a consultation now!”“Prepare to Sell This Fall” Lead Magnet
Create a lead generation ad offering a free “Fall Home Preparation Checklist” for sellers. Use a CTA such as, “Thinking of selling? Get your home fall-ready with our expert tips—download now!”
October: Seasonal Insights
Focus: Leverage seasonal themes.
Budget Allocation:
Seasonal Campaigns: $150
Retargeting: $200Ad Strategy: Use fall-themed ads to attract sellers: "See Your Home Value This Autumn." Retarget buyers with ads about year-end deals.
Key Metrics to Track: Seasonal Engagement Rate and Lead Volume.
October Ad Ideas
“Harvest the Best Deals” Campaign
Use fall-themed imagery like autumn leaves and pumpkins to promote homes with seasonal appeal. Include a CTA like, “Fall is a great time to buy—see what’s available in your area today!”“Home Value This Autumn” Lead Generation Ad
Target homeowners considering selling with a free home valuation offer. Use a CTA such as, “Discover your home’s value this fall—get your free report in minutes!”“Cozy Up in Your New Home” Video Ad
Create a video showcasing homes with warm, inviting features like fireplaces and spacious living rooms, perfect for the cooler months. Use a CTA like, “Find your cozy fall retreat—schedule a viewing today!”
November: Holiday Campaigns
Focus: Encourage year-end moves.
Budget Allocation:
Brand Awareness: $100
Lead Generation: $250Ad Strategy: Promote "Year-End Buyer Incentives" or "Seller Prep for Spring." Retarget leads with a message about timing the market.
Key Metrics to Track: Holiday Lead Engagement and ROI.
November Ad Ideas
“Your Dream Home for the Holidays” Campaign
Highlight homes that are move-in ready before the holiday season. Use festive imagery and a CTA like, “Make this holiday season extra special—find your dream home today!”“Year-End Seller Incentives” Lead Generation Ad
Target potential sellers by offering a free consultation or discounted listing services. Use a CTA such as, “Thinking of selling? Take advantage of our year-end incentives—contact us now!”“Why Wait? Buy Before Year-End” Retargeting Ad
Retarget buyers who showed interest earlier in the year, emphasizing potential tax benefits or year-end deals. Use a CTA like, “Don’t miss out—close on your new home before the year ends!”
December: Reflect and Plan
Focus: Reflect on successes and plan for 2026.
Budget Allocation: Top Campaigns: $350
Ad Strategy: Focus entirely on top-performing campaigns. Run a "Thank You" campaign to appreciate your audience and past clients.
Key Metrics to Track: Overall ROI and Cost Per Lead Trends.
December Ad Ideas
“Wrap Up the Year in Your New Home” Campaign
Use festive imagery to promote homes ready for immediate move-in. Highlight the joy of celebrating the holidays in a new space. Use a CTA like, “Start the new year in your dream home—schedule a tour today!”“2026 Real Estate Goals” Lead Magnet Ad
Offer a free guide on setting real estate goals for the upcoming year, targeted to buyers and sellers planning for 2025. Use a CTA such as, “Get a head start on your 2025 real estate plans—download your guide now!”“Thank You, 2025!” Appreciation Ad
Run a video or carousel ad thanking your clients for a great year, while subtly encouraging referrals. Use a CTA like, “Thank you for a wonderful year—let’s make 2025 even better! Refer a friend today!”
Budget Context: DoorDash / Restaurant
A family of four ordering DoorDash, or eating out, three times a month spends approximately $300-$350, assuming an average cost of $100-$120 per order (including delivery and tips). This advertising plan aligns with that expenditure, demonstrating a manageable and impactful investment in your business growth.
By reallocating that expense toward targeted advertising, you can achieve long-term brand visibility and consistent lead generation, positioning yourself as a go-to agent in your market.