In today’s fast-paced real estate and mortgage industry, staying ahead means constantly attracting new clients. A crucial way to do this is by utilizing the most effective advertising platforms at your disposal. Effective advertising can help you get more clients as a real estate agent, ultimately impacting your earnings (yes, real estate agents can make good money when marketing is done right). Your online advertising presence is critical for how real estate agents get listings and new buyer clients in 2025 and beyond.

However, not all ad platforms are equal. You want to invest in channels that deliver qualified leads and a solid return on investment. At the same time, advertising must be approached strategically. As our own guide on Why Your Advertising Doesn’t Work (And How to Fix It) explains, consumers are bombarded with generic ads and have learned to tune them out - in fact, about 92% of people don’t trust information in ads at face value. Ads that simply declare "I'm the best agent!" or offer a basic giveaway rarely make an impact. The key takeaway here is that successful advertising is built on offering real value and consistent follow-up, which helps you establish trust with your audience.

Now, let’s explore the top advertising platforms for real estate agents and mortgage brokers, ranked by their overall effectiveness, user-friendliness, and the potential return on investment.

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Table of Contents

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1. Meta Ads
   
   
2. Google Ads
   
   
3. Zillow Premier Agent Advertising
   
   
4. Realtor.com and Online Lead Marketplaces
   
   
5. YouTube Ads
   
   
6. LinkedIn Ads
   
   
7. TikTok and Emerging Social Platforms
   
   
8. Leveraging AI and Automation
   
   
9. Frequently Asked Questions

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1. Meta Ads 

Meta platforms, including Facebook, Instagram, WhatsApp, and Threads, should be your top choice. Why? The platform’s algorithm is highly responsive, allowing you to reach the right audience much faster than Google. Plus, setting up Facebook ads is far simpler and less technical, making it an ideal option for real estate agents who want to start advertising quickly without getting bogged down in complicated setups. Facebook Ads can be extremely cost-effective for building brand awareness and capturing leads - often the cost per click on Facebook is lower than on Google in real estate. This means you can reach a wide audience without breaking the bank. In fact, many agents find Facebook leads cheaper compared to search leads.

Targeting Capabilities

Meta offers powerful targeting options, letting you focus on specific locations, behaviors, interests, and more. If you're advertising in a particular area or aiming at a specific group, Facebook’s location-based targeting is ideal. Additionally, you can expand your reach by running ads across multiple platforms, including Facebook, Instagram, WhatsApp, and Threads, ensuring your message gets in front of a larger, relevant audience.

Ad Formats

With Facebook and Instagram, you have access to a variety of ad formats, including image ads, video ads, carousel ads, and Lead Ads. Lead Ads allow users to submit their contact information directly within the platform, making it easier than ever to capture leads. For instance, a mortgage broker could set up a Lead Ad offering a free consultation, allowing prospects to sign up right on Facebook without ever leaving the app.

Tips for Success with Meta Ads:

• Compelling Creatives: Use eye-catching images or videos that grab attention and stop users from scrolling. Experiment with different formats to see what engages your audience the most.
  
  
• Lead Magnets: Rather than a basic "Contact me" ad, offer something valuable like a downloadable guide or a free webinar in exchange for a lead’s information. This not only adds value but helps build trust.
  
  
• Use Facebook Lead Forms or Landing Pages: Both options come with their benefits and challenges. Test each to see which resonates more with your specific audience.

Why it’s great: Meta ads are cost-effective, and with its advanced algorithm, Facebook collects data the longer your ads run, learning which audience segments convert best. This means it becomes easier to get your message in front of the right people quickly.

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2. Google Ads 

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Google Ads is a powerful platform, but it takes more time to master and requires a more technical setup compared to Meta. While Meta's algorithm adapts quickly, Google Ads typically needs a longer learning period to determine the most effective keywords, audience demographics, and ad content.

Why Google Ads Work

Google Ads is ideal for targeting high-intent prospects. Real estate agents can bid on specific keywords like “homes for sale in Denver” or “realtor near me,” ensuring they appear at the top of search results when potential clients are actively searching for properties. Likewise, mortgage brokers can target phrases like “best mortgage rates” or “home loan quote [city],” capturing the attention of those in need of financing.

Tips for Success with Google Ads:

• Use Long-Tail Keywords: These keywords are often less competitive and more affordable, while still attracting high-quality leads. By targeting more specific phrases, you can improve your ad's relevance and lower your cost per click.
  
  
• Optimize Landing Pages: Ensure that your landing page is relevant to your ad. A fast, mobile-friendly landing page with a clear call-to-action will increase your chances of converting visitors into leads.
  
  
• Leverage Ad Extensions: Utilize features like sitelinks, call extensions, and location extensions to make your ad more prominent. These tools add extra information and make it easier for potential clients to reach out.
  
  

Why it’s still worth considering: While Google Ads can be costly, they are highly effective when executed properly. They place your ad in front of the right people at the precise moment they are actively searching for help, making them a valuable tool for capturing high-intent leads.

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3. Zillow Premier Agent Advertising

Zillow Premier Agent gives you the opportunity to capture leads and gain visibility on specific property listings. As the leading real estate marketplace, Zillow attracts a massive audience, with around 228 million monthly active users in 2024.This makes it an ideal platform for reaching potential buyers and sellers.

How It Works

As a Premier Agent, you can buy exposure in particular ZIP codes, showing your profile when users click on listings in your service area. These leads are typically mid-funnel leads, meaning they are actively searching for homes or agents, and have higher intent than a cold lead from social media.

Tips for Success with Zillow Premier Agent:

• Be Quick and Persistent: Zillow leads are shared with multiple agents, so timing is essential. Responding within 5 minutes gives you the best chance to convert these leads into clients.
  
  
• Build a Strong Profile: Make sure your Zillow profile is fully updated with a professional photo, compelling bio, and positive reviews. A well-rounded profile can significantly boost your chances of being contacted by potential clients.
  
  

Why it’s great: Zillow's vast traffic provides access to leads from people already actively searching for homes, making them more qualified and high-intent compared to leads from platforms like Facebook.

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4. Realtor.com and Online Lead Marketplaces

Realtor.com attracts millions of homebuyers and sellers and provides similar advertising options to Zillow. Realtor.com also offers services like Connections Plus, where agents can buy leads for specific ZIP codes.

Tips for Realtor.com / Lead Marketplace Advertising:

• Vet the Lead Source: Not all lead sellers are equal. Stick to reputable platforms. If you’re buying leads from Realtor.com or a known site, great. If you venture to third-party lead sellers, research their reviews.
  
  
• Speed and Persistence: Similar to Zillow, responding quickly to leads is key to converting them into clients. The faster you act, the more likely you are to secure their business.
• Know Your Numbers: It’s essential to track your lead-to-client conversion rate. Understanding this ratio helps you refine your strategy and improve your overall effectiveness in lead generation.
  
  

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5. YouTube Ads 

YouTube Ads are a powerful tool for real estate agents and mortgage brokers who want to connect with clients through video marketing. Video ads offer a unique opportunity to showcase properties, present your expertise, and establish trust with potential clients in a way that text or images alone can't achieve.

Why it’s Valuable

Video allows you to showcase your personality, which is essential for building trust with potential clients. People are more likely to connect with you when they can see and hear you, making it easier to establish rapport and credibility. YouTube can be particularly useful for reaching younger demographics or people researching a specific city, such as relocation clients.

Tips for YouTube Advertising:

• Keep it Short and Engaging: The first 5 seconds of your ad are crucial. Capture the viewer's attention immediately with something impactful or intriguing.
  
  
• Target the Right Audience: Focus your ads on your specific service area by using geographic targeting, ensuring that you're reaching the people who matter most to your business. Layer on relevant interests: perhaps target “house hunting,” “real estate investing,” or similar affinities Google provides.
  
  
• Quality Production, but Don’t Overthink: Your video should be clear with good audio. But you don’t need a Hollywood production. Even a selfie-style video tour or talking-head giving advice can work if it’s sincere and helpful. 

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6. LinkedIn Ads

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While LinkedIn is more commonly used for B2B, it has its place for targeting professionals in real estate and mortgage. LinkedIn allows you to target job titles, industries, and even specific companies, making it a good option for mortgage brokers or agents working with high-income clients or corporate relocations.

LinkedIn’s user base skews older (mostly 30+), educated, and with higher income - in fact, about 50% of users earn over $75k a year and 76% are age 30 or above. These are often decision-makers; 90% of LinkedIn users are identified as household decision-makers. For real estate, that’s promising because it’s typically the older millennials, Gen X, and boomers who are doing most transactions. 

Tips for LinkedIn Ads:

• Refine Your Target: The strength of LinkedIn is granular targeting of job roles and industries. Use that to your advantage.
  
  
• Offer Insightful Content: LinkedIn users are generally receptive to thought leadership and educational content. An outright “buy from me” ad may not perform as well. Instead, consider promoting a helpful guide or article.
  
  
• Use Professional Tone and Imagery: On LinkedIn, visuals of you in a business context or images of houses with a more “corporate” feel might resonate better than overly flashy or gimmicky styles. People are in work mode there. 

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7. TikTok and Emerging Social Platforms

Although TikTok isn't traditionally viewed as a top choice for real estate advertising, its organic reach is unparalleled. The platform’s paid ad targeting capabilities are also expanding rapidly. With over 1 billion active users and projections to reach 2 billion users by 2024, TikTok presents an exciting opportunity for agents and brokers to connect with potential clients in a more dynamic, engaging way. Its algorithm can make videos go viral in a way we haven’t seen on other networks - even an unknown agent could get millions of views on a home tour if the video strikes the right chord. For real estate agents, TikTok offers a unique opportunity to showcase properties and personality through short, engaging clips. It’s especially effective for reaching a younger audience, primarily Gen Z and young millennials, who are increasingly becoming homebuyers.

In addition to TikTok, there are other emerging or niche platforms worth considering for your marketing efforts:

• Pinterest: While not new, Pinterest is often overlooked by many real estate professionals. It’s a highly visual platform where users create boards for things like home design, renovation ideas, and future home aspirations, making it an excellent choice for showcasing your listings and reaching potential buyers who are in the early stages of their home search.
  
  
• Twitter (X): Twitter (now X) isn’t a top lead source typically, but it can be used for branding or targeting certain groups.
  
  
• Instagram Reels: While Instagram is part of Meta, the rise of Instagram Reels is a significant trend in 2025. Reels allow you to post short, engaging videos with trending audio that can greatly increase your reach. By creating content that taps into current trends or offers value in a fun way, you can easily boost your visibility and engage a larger audience.

Tips for TikTok and Emerging Platforms:

• Tailor Content to Platform: TikTok thrives on playful, fast, and raw content. Skip the polished corporate-style ads and instead focus on creating quick, authentic clips that align with the platform's vibe. A casual video filmed on your phone with a trending sound can resonate much better than something overly produced.
  
  
• Be Authentic and Personable: TikTok, Instagram Reels, and other newer platforms are all about authenticity. People want to connect with the real you, so don’t be afraid to show your personality or give viewers a behind-the-scenes glimpse into your day-to-day. This kind of content builds trust and relatability, which is essential for growing your online presence.
  
  
• Use Captions and Text: Many users watch videos without sound, especially on mobile devices. By overlaying text on your videos, you can ensure that your message gets through even without audio. This is especially important for real estate, where you might want to highlight key property features or special offers.

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8. Leveraging AI and Automation

AI tools and automation are reshaping how real estate professionals operate. These technologies can significantly streamline tasks, from AI-powered ad targeting that helps you reach the right audience to automated follow-ups that nurture leads without manual effort. By utilizing these tools, you can save time, reduce errors, and focus on higher-level tasks that require your expertise.

In essence, adopting AI and automation means working smarter, not harder. It allows you to maximize efficiency, improve lead conversion, and scale your business without overwhelming yourself with repetitive tasks. Embracing these innovations is key to staying competitive in a fast-evolving industry.

The top producers often have systems doing a lot of the heavy lifting behind the scenes. As we highlighted in our article How to Get Real Estate Leads in 2025, the game has shifted to building systems and letting automation do the heavy lifting, rather than purely manual grinding. The agents and lenders who adopt these technologies are able to scale their businesses and even reclaim more of their time. And isn’t that a big reason to embrace technology, to get better results and free up time?

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In summary, real estate agents and mortgage brokers in 2025 have an impressive arsenal of advertising platforms at their disposal. By ranking and leveraging the ones we discussed, from Google’s vast search engine to social media giants, real estate portals, and innovative new channels, you can build a lead generation machine that powers your business growth. Pair these with smart automation and you’ll work more efficiently than ever. Here’s to ensuring your name and brand are front and center wherever your potential clients are searching, and transforming those clicks and views into successful, closed deals!

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9. Frequently Asked Questions

Q: How do real estate agents get clients?
A: Real estate agents get clients by networking, offering value through content, and utilizing effective advertising channels. Tools like webinars, well-targeted ads, and consistent follow-up strategies help attract new clients and build relationships.

Q: Can real estate agents make good money?
A: Absolutely. With the right approach to marketing and a strong, loyal client base, real estate agents have the potential to earn a very good income. Success comes down to leveraging your network and utilizing effective strategies to generate leads.

Q: How do real estate agents get listings?
A: Listings are often acquired through proactive marketing efforts, building relationships and referrals, targeting specific neighborhoods, and running targeted online ads. Staying visible and consistently providing value is key to winning listings.

Q: How is AI used for real estate agents?
A: AI helps agents by streamlining processes, predicting leads, automating social media posts, and assisting with content creation. These tools save time and enhance efficiency, allowing agents to focus more on building relationships and closing deals rather than tedious tasks.