Affordability remains challenging. Homes are taking longer to sell in many markets. More builders are competing with incentives, and Boomers represent a major share of both sides of the transaction.
For agents, those pressures create three timely advertising opportunities: help sellers compare paths, help buyers find affordability, and help longtime owners see where they could move next.
Quick answer
The three Facebook ad strategies real estate agents should run right now are a cash-offer and seller-options campaign, a new-construction builder-incentive guide, and a downsizer home list. Each one advertises a specific housing problem and a useful offer instead of a generic “thinking of buying or selling?” message, and each captures preferences that lead naturally to an agent consultation.
01
Cash offer and seller options campaign
Invite homeowners to compare a cash offer with a traditional sale instead of asking for a listing appointment.
02
New construction incentive campaign
Publish a local builder incentive list—buydowns, closing-cost help, price cuts—so affordability becomes the offer.
03
Downsizing and right-sizing campaign
Offer a single-story, low-maintenance home list for equity-rich owners who need to see where they would move next.
Strategy 01
The Cash Offer + Seller Options Campaign
Don’t run another ad that only asks, “Thinking about selling your home?” Give homeowners a specific reason to raise their hand: the ability to explore a cash offer or compare multiple selling paths.
The offer
Want to sell without waiting months? See if your property qualifies for a cash offer and compare it with what you could potentially make selling traditionally.
The agent does not have to purchase the property personally. They can build relationships with legitimate local cash-offer providers, investor networks, iBuyers, or other programs, then help the homeowner understand the tradeoffs.
Why it fits this market
U.S. foreclosure starts rose 18% year over year in the first half of 2026, according to ATTOM. In markets where homes are also taking longer to move, more owners may value certainty, speed, and flexibility alongside the highest possible sale price. Read the ATTOM report.
- Homeowners who need to move quickly
- Sellers with properties that need significant repairs
- People relocating for work or family
- Owners who inherited property
- Landlords ready to sell
- Sellers frustrated by a previous listing
- Owners who must sell before buying their next home
That final group is especially valuable: one relationship can potentially become two transactions—the current-home listing and the next-home purchase.
The funnel
Sample ad hooks
“Need to sell without waiting months? See if your home qualifies for a cash offer and compare your options before deciding how to sell.”
“Cash offer vs. traditional sale: find out what each option could look like for your home.”
“Selling doesn’t have to start with a listing appointment. Start by exploring your options.”
Strategy 02
The New Construction Incentive Campaign
Instead of advertising one resale property, advertise something buyers are actively looking for: a more manageable path to affordability.
The offer
The New Construction Incentive List
or The Local Builder Deal Guide
Research the strongest current offers from builders in your market and organize them into one useful local resource. The agent becomes the buyer’s guide to the pockets of the market where upfront or monthly costs may be lower.
- Mortgage-rate buydowns
- Closing-cost assistance
- Builder-paid financing incentives
- Price reductions
- Design-center credits
- Appliance packages
- Quick-move-in discounts
- Waived lot premiums
- Special financing on completed inventory
Why it fits this market
In August 2026, 63% of builders reported using sales incentives and 35% cut prices, with an average price reduction of about 6%, according to the NAHB/Wells Fargo Housing Market Index. Read the NAHB release.
Rather than trying to persuade buyers that housing is affordable everywhere, this campaign helps them identify specific communities where incentives may change the equation.
The funnel
Ask for useful preferences
- Desired price range
- Preferred area
- Number of bedrooms
- Desired monthly payment
- Move timeline
- Whether they currently own a home
Sample ad hooks
“Before you buy a home, see what local builders are offering. Get the latest list of communities, available homes, and current incentives.”
“Buying a home? Don’t overlook new construction. See the communities and offers available in your area.”
Strategy 03
The Downsizing / Right-Sizing Campaign
One of the largest opportunities in real estate is homeowners who already own a home. Their question often isn’t, “Can I buy?” It’s, “Where would I go if I sold this one?”
The offer
The Downsizer Home List
See single-story, low-maintenance homes available in your city.
NAR’s 2026 Home Buyers and Sellers Generational Trends research found Baby Boomers, ages 61–79, made up 55% of home sellers and 42% of home buyers. Many have years of ownership and meaningful equity—but still need a clear picture of the next move. Read NAR’s analysis.
- Single-story layouts
- Smaller yards
- Low-maintenance landscaping
- Newer construction
- Smaller floor plans
- Lock-and-leave communities
- Homes within a selected price range
- HOA-maintained exteriors
- Proximity to shopping, healthcare, and recreation
This is potentially a seller-and-buyer campaign. Someone requesting a downsizer list may own exactly the kind of larger home another family wants. The conversation becomes: “Let’s figure out where you’re going before we worry about selling where you are.”
The funnel
Sample ad hooks
“Love your home, but ready for less house? See single-story and low-maintenance homes available in your city.”
“What could you downsize into without downsizing your lifestyle?”
“Thinking about your next home before you sell this one? See homes that may make your next move easier.”
The bigger strategy
Advertise the answer, not the agent.
Cash offer
Problem
“I need to sell, but I don’t know the best way to do it.”
Offer
Compare your selling options.
Builder incentives
Problem
“I want to buy, but today’s payment feels too expensive.”
Offer
Find homes with incentives that may reduce the cost of buying.
Downsizing
Problem
“I’d consider selling, but I don’t know where I’d go.”
Offer
See homes that make right-sizing possible.
Instead of running another generic “Thinking of buying or selling?” campaign, give consumers a specific reason to start a conversation today. The solution is the product. The agent is the person who delivers it.
Frequently asked questions
Sources
- 1ATTOM: Mid-Year 2026 U.S. Foreclosure Market Report
U.S. foreclosure starts rose 18% year over year in the first half of 2026.
- 2NAHB: August 2026 Housing Market Index release
63% of builders used sales incentives; 35% cut prices, with an average reduction of 6%.
- 3NAR: 2026 Home Buyers and Sellers Generational Trends
Baby Boomers represented 55% of sellers and 42% of buyers.
Build the campaign
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