Quick answer
A home valuation Facebook ad invites homeowners to find out what their home is worth, usually through a free home value report or CMA. The lead form should ask for the property address, timeline to sell, and best contact method, and the campaign runs under Meta's Housing Special Ad Category like any other real estate ad.
The offer
Frame the offer around rising home values
Home valuation campaigns work as an invitation, not a pitch. Home values move with the market, and most homeowners are curious where their property stands today. A free home value report or comparative market analysis (CMA) gives them a reason to raise their hand.
Keep the copy about the property and the market, not the homeowner. Talk about what has changed locally and invite them to find out what their home is worth. Never suggest the agent is offering to buy the home or making a cash offer; that is a different business model and would mislead homeowners about what the ad is for.
Homeowner copy rules
- Talk about home values and market movement, not the homeowner's personal situation
- Invite the homeowner to find out what their home is worth; never claim to buy homes or make a cash offer
- Describe the property and area, not who lives there (no familial status, religion, race, national origin, sex, or disability references)
- Keep the next step specific: request a home value report, a CMA, or a conversation
Lead form
Qualifying questions and why each one matters
A short form converts better, but every field you keep should make the first follow-up call or message better. These three cover the essentials for a home valuation request.
Property address
A valuation requires the actual property. The address lets the agent pull comparable sales and prepare a real answer instead of a generic range.
Timeline to sell
Someone exploring value out of curiosity needs a different follow-up than someone planning to list this quarter. The timeline tells the agent how to prioritize and what to say first.
Best way to reach you
Some homeowners prefer a call, others a text or email. Asking up front means the first follow-up uses the channel the homeowner actually wants.
Illustrative examples
Three illustrative home valuation ad copy variants
These are illustrative example starting points, not performance guarantees. Adjust the headline and body to match your actual market and offer.
Illustrative example: direct
What's your home worth right now?
Home values shift with the market. Get a free, no-obligation home value report for your property and see where it stands today.
Get my home value report
Illustrative example: local market framing
See how local home values have moved
Home values in your area change throughout the year. Request a quick comparison for your specific property, prepared by a local agent.
Request my comparison
Illustrative example: CMA invite
Curious what your home could sell for?
A comparative market analysis looks at recent nearby sales to estimate your home's current value. Request yours and get a straight answer.
Request my free CMA
After the form
Follow-up sequence ideas
A valuation request is the start of a conversation, not the end of the campaign. These ideas describe the sequence, not a guaranteed timeline or response rate.
Respond while the request is fresh
A homeowner who just asked what their home is worth is paying attention right now. Reach out as soon as the lead routes to you rather than batching responses later.
Deliver the actual valuation
Send the home value report or CMA you offered in the ad. If the number needs a property walkthrough to be accurate, say so and offer to schedule one.
Check in as the market moves
Home values change over time. A periodic check-in, tied to new comparable sales or a market shift, gives the homeowner a reason to hear from you again without guessing at a universal cadence.
Keep the door open either way
Not every valuation request turns into a listing right away. Stay available for questions and let the homeowner set the pace for next steps.
Compliance
Housing targeting limits and what works instead
Home valuation ads run under Meta's Housing Special Ad Category on both Facebook and Instagram. Walled Garden applies the Housing Special Ad Category to every real estate campaign.
What's restricted
- 15-mile minimum radius for location targeting
- No ZIP code, age, or gender targeting
- Limited detailed targeting categories
- No Lookalike Audiences; Special Ad Audiences were discontinued in 2022
What still works
- Custom Audiences built from your own first-party data (customer lists, website visitors, Pixel events, page or video engagement)
- Broad or Advantage+ delivery, letting Meta's system find relevant homeowners within your targeting limits
- City- or metro-level location targeting at or above the 15-mile minimum
General platform information, not legal advice. Source: Meta's Special Ad Category policy for housing.
Budget
Treat budget as a method, not a fixed number
There is no universal budget that fits every market or office. Start with how many valuation conversations you can realistically follow up on well, run the campaign for a meaningful stretch of time, review what came in, and adjust the budget from there. Media spend is paid directly to Meta by the advertiser; Walled Garden's subscription and $14 flat + 15% of ad spend per campaign are separate from that spend.
Launch in Walled Garden
Five steps to launch a home valuation campaign
- 01
Enter the property or market area
Add the neighborhood or city you want valuation leads from. There is no MLS/IDX integration; any specific listing referenced is entered manually or pulled from its listing URL.
- 02
Choose a home valuation template
Start from a seller-lead template built around a home value report or CMA offer, then adjust the headline and body copy for your market.
- 03
Build the lead form
Add the qualifying questions you need: property address, timeline to sell, and best contact method. Keep the form short enough that homeowners finish it.
- 04
Set budget and review Housing settings
Set a budget using the method that fits your market and goals. Walled Garden applies the Housing Special Ad Category automatically before you launch.
- 05
Launch and route leads
Launch the campaign. Submitted leads route to you with the campaign context attached so follow-up can start immediately.
See the workflow live
Bring your market and offer. We will walk through how a home valuation campaign is built in Walled Garden.
Book a demoKeep reading
Related guides
Real Estate Facebook Ad Copy by Campaign Type
Headlines and primary text for home valuation and other campaigns.
Real Estate Facebook Ad Examples
Property-led creative and how the hook, image, and call to action work together.
Facebook Ad Templates for Real Estate
Ready-made templates to adapt for listing, buyer, and seller campaigns.
Questions answered