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September 25, 2026

Real Estate Ads That Get Seller Leads: 8 Ad Types and When Each One Fits

Most real estate ad advice is about promoting a property you already have. Seller lead ads do a different job: they find a homeowner who is thinking about selling before that person has picked an agent.

Below are eight ad types agents use for that job, what each is good at, and where each tends to fall short. None of them works on its own. What decides the result is the offer, how fast someone follows up, and whether you measure cost per booked appointment instead of clicks.

The eight ad types

1. Home value ads

The offer is a value estimate or a “what is my home worth” report in exchange for contact details. These bring volume because many homeowners are curious. Intent is mixed, so plan on a quick call to find out who is actually planning to sell.

2. Seller guide or checklist ads

A checklist, a timeline for selling, or a guide to preparing a house. These reach people early in the process. Expect fewer people ready to talk now and more who need months of follow-up.

3. Just listed and just sold ads

Real results from your own listings, shown to nearby homeowners. They keep you visible in the neighborhood and back up what you say. Use only listings you actually handled, and keep the copy factual. A listing can also keep working after hours: see how a listing becomes a 24/7 lead machine.

4. Search ads on selling keywords

Text ads that appear when someone searches a phrase like “sell my house in [city]”. They catch people who are already looking, so intent tends to be higher. So does the cost per click, and investors bid on many of the same terms. The Google Ads guide covers setup.

5. Retargeting ads

Ads shown again to people who visited your site or engaged with an earlier ad. They are a reminder, not a way to find new people. Platform housing rules limit how audiences can be built, so check them first.

6. Video ads

A short video of you talking about the local market or one selling tip. Video builds familiarity quickly, and it works best with a real person on camera speaking plainly.

7. Testimonial ads

A past client in their own words. Use real reviews, with the client’s permission, and keep the wording as given. Invented or edited testimonials are a legal and trust problem, not a shortcut.

8. Neighborhood and event ads

Ads for a seller seminar, a market update night, or a local event. Reach is small and local, and the people who show up are usually further along.

How to judge which ones work

Clicks and likes tell you very little. Judge each ad type by cost per booked listing appointment and, over time, cost per signed listing. The math is short: cost per lead, divided by the share of leads that become booked appointments, divided by the share of appointments you list. The cost guide has sourced ranges, and the calculators let you use your own numbers.

Do not judge an ad on a handful of leads. One good or bad week can be a fluke either way.

Rules that apply to all eight

Housing ads are restricted on the big platforms. Google limits targeting by age, gender and ZIP code for housing ads, Meta applies a Housing category with similar limits, and the Fair Housing Act covers what your ad says and shows. Read fair housing rules for real estate ads before you build anything. For copy you can adapt, see 10 static ad examples and 2 UGC scripts.

Frequently asked questions

What is the best type of ad for finding home sellers?

There is no single best type. Home value ads and search ads on selling keywords are common starting points because they reach people already thinking about selling. The right mix depends on your market and how fast you follow up.

Do video ads work better than image ads?

There is no universal winner. Test them against each other and judge by cost per booked appointment, not views.

Can I target only my ZIP codes?

Not for housing ads on Google or Meta. Both remove ZIP code targeting, so you target by city or radius. See the sources below.

Sources

• Google Ads policy: restricted targeting in personalized advertising
• Google Ads policy: housing, employment and credit FAQ