Facebook ads for
real estate agents
in Malta.

Yes. Most people looking for a flat in Sliema, a house in Naxxar or a farmhouse in Gozo start by scrolling on their phone, and Facebook and Instagram are where they scroll. Ads let you put a specific property, or a specific offer such as a free valuation, in front of people who are likely to act on it, and collect their details without them ever leaving the app.

What does not work is treating ads like a noticeboard: posting every listing, boosting it for three days and hoping. Agencies that get results run fewer, better campaigns, each built around one type of client, and measure enquiries and viewings rather than likes.

Buyers want to compare options, so a carousel of three to five properties in one locality and price range works well, with each card showing the area, the bedrooms and the price. Renters want speed: a short video walk-through and a button to message you on WhatsApp usually beats a long form.

People abroad, whether they are relocating for work or buying a second home, need more explanation. A video tour, a short guide to the area and a form asking when they plan to move gives you warmer leads. Owners and landlords are where your next listings come from. A “free valuation” lead form, shown to people in the localities you know best, is often the most profitable ad an agency runs, because one new listing can be worth many buyer leads.

Use your best real photos, not renders, unless it is an off-plan project. The first image has to stop the scroll: natural light, a clear view, the room people care about most. In the text, lead with the locality and the one feature that matters (“Sliema, two minutes from the promenade, 3-bedroom with terrace”), give a price or price range, and tell people exactly what happens next.

Vertical video works better than you might expect. A 20–40 second walk-through filmed on a phone, with the room names added as captions, often costs less per enquiry than polished photos, because it feels like a viewing. Keep a separate version for Reels and Stories, where the phone screen is full height.

Most agencies lose property leads after the form, not before it. Someone who enquired about a flat at 9pm and gets a call the next afternoon has already messaged three other agents. Connect your forms to the agents’ phones or your CRM so leads arrive instantly, send an automatic WhatsApp or email straight away, and call within the hour, offering two specific viewing times.

Then record what happened to each lead: no answer, viewing booked, offer made. After a month you can see which ads bring viewings, not just leads, and move the budget there.

Running one ad for everyone, so buyers, renters and owners all see the same message and none of them act. Not declaring the housing category and having ads rejected mid-campaign. Using stock photos that make every listing look the same. Judging success on clicks instead of viewings. And, most often, replying to leads too slowly.