How vendors choose an agent
- Over months, not days. Most homeowners watch the market long before they list, and notice which agent keeps turning up with sales on their street.
- They choose the agent first. Local sales, a face they recognise, real reviews and a straight answer on price win the meeting.
- Today’s buyers are tomorrow’s vendors. Many of the people at your open homes have a home to sell.
What Meta does well for agents, and what it does badly
Meta is good at keeping your face and your sales in front of the same households for months, at finding owners who’ll ask for a written estimate, and at pushing a listing to nearby buyers.
It’s bad at telling owners from renters, at seeing what happens after the form, and at crediting a listing that arrives months after the lead. Meta also earns when you spend, and its Opportunity score in Ads Manager rises when you apply its recommendations, not when you list more homes. If auto-apply is on, Meta applies its recommendations without asking. Your plan tests every change against appraisals booked.
Offers that work for real estate agents
- A written price estimate from a local agent. It tells people a person will call.
- What sold on your street. Recent nearby sales with dates: proof and offer in one.
- A regular suburb sales update for owners a year away. It feeds your nurture.
- What to fix before you list, for owners deciding whether to renovate, style or sell as is.
- A season timeline: what to do now to list in spring.
Your plan picks one for your patch and uses it in every ad. It skips “What’s my home worth?” promising an instant number, “Thinking of selling?” with nothing behind it, “buyers waiting” unless you have them for that home, and record claims you can’t prove.
Rules your real estate ads must follow
- Price wording rules vary by state, and cover underquoting, ranges and auction properties. They’re changing: Victoria’s new rules started on 1 and 16 October 2026, and NSW’s main changes start on a date still to be announced, so check your regulator’s current guidance.
- Never guess at someone’s finances or life events. Meta’s personal attributes policy rules out “Behind on your mortgage?” and “Going through a divorce?”. Talk about the property and the suburb, never the person.
- “Sold” means sold by you or your agency. “Record price” and “top agent” claims need the measure, area, period and source.
- An appraisal you call free must come with no obligation to list.
- Photos show the property as it is. Label virtual staging and artist’s impressions.
- Licence details go in your ads where your state requires them. In South Australia, every sale ad shows “RLA” and your registration number with your name.
- Report interest-rate decisions as facts, and don’t advise on loans. Marketing emails and texts need consent and an easy unsubscribe.
Your plan covers these rules in full for your state. It’s general information, not legal advice.