The Exact Pitch Script

Word-for-word script to offer Facebook ads without sounding salesy

The Opening (15 seconds)

"Hey [Agent Name], I wanted to share something with you that a few of my other agent partners are already using. I've got access to a tool that lets me run Facebook and Instagram ads for you—you control your own ad budget, and I handle everything else. The leads come straight to you. Would you be open to a quick 10-minute walkthrough?"

If They Ask: "What's the Catch?"

"There's no catch. You put your card on file for the ad spend—that goes directly to Meta. I don't touch it. You decide how much you want to spend per month. I'm doing this because when you're getting more leads, you're closing more deals, and that benefits both of us. Think of it as a value-add to our partnership."

The Value Proposition (30 seconds)

"Here's how it works: I use a platform called Walled Garden that has over 100 proven ad templates specifically for real estate. I pick the right one for your market, customize it with your info, and launch it. The ads are fully compliant with Meta's Special Ad Category rules—so no risk of getting your account flagged. Leads come in, they get sent to you automatically, and I can even route them to your CRM. You don't have to learn Ads Manager or hire a marketing person. I handle it."

The Close

"Most agents I work with start with $300–$500/month in ad spend to test the waters. That usually generates 15–30 leads depending on your market. Want me to set one up for you? All I need is 10 minutes to get your card on file and pick a template together."

💡 Pro Tips

Always mention that they control the ad spend—this removes the biggest objection
Reference "other agent partners" to create social proof without naming names
Keep it short—the goal is to get a 10-minute demo, not close on the first call

5-Minute Campaign Template

Launch a lead-generating campaign in under 5 minutes

30 sec

Select Your Agent

Choose the agent partner from your dashboard. Their billing is already set up.

60 sec

Pick a Template

Choose from 100+ proven templates: Buyer leads, Seller leads, Open House, Just Listed, etc.

90 sec

Customize the Ad

Add the agent's photo, name, phone, and target location. The copy is already written.

30 sec

Set Budget & Duration

Set daily budget ($10–$50/day recommended) and campaign length (7–30 days).

30 sec

Launch & Confirm

Review, launch, and confirm. Leads start flowing within 24–48 hours.

Recommended First Campaign Settings

$15/day

Starting Budget

14 days

Campaign Length

25 mi

Targeting Radius

Agent Onboarding Checklist

Get agents set up with card-on-file billing in one call

📋 Before the Call

Confirm agent's email address (they'll receive a secure setup link)

Have 2-3 template options ready based on their market/specialty

Know their typical price range and target neighborhoods

Prepare to show them a sample ad on your phone/screen

📞 During the Call (10 minutes)

Send the secure card setup link via email or text1 min

Walk them through entering their card (PCI compliant, never stored by you)2 min

Confirm their target location and radius1 min

Let them pick a template together (show 2-3 options max)3 min

Set initial budget (recommend $300-500/month to start)1 min

Explain lead delivery: email, CRM, or SMS options1 min

Launch the first campaign together—make it a moment!1 min

✅ After the Call

Send a confirmation email with campaign details and expected timeline

Set a calendar reminder to check in after first 5-7 leads

Add them to your monthly reporting cadence

Note their preferences for future campaigns

Compliance Confidence Guide

Understand Special Ad Category so you never worry about violations

What is Special Ad Category?

Meta requires all ads related to housing, credit, employment, or social issues to use Special Ad Category. This is a Fair Housing Act compliance measure that prevents discriminatory targeting. Real estate ads must use this category—there's no opt-out.

What Special Ad Category Restricts

No zip code targeting

Must use radius-based targeting (15+ miles)

No age targeting

Cannot exclude or target by age ranges

No gender targeting

Ads shown to all genders equally

No detailed interest targeting

Limited to broad categories only

What You CAN Still Target

Location by radius

Target 15-50 mile radius around any point

Lookalike audiences

Based on your existing customer lists

Retargeting

People who visited agent's website or engaged with content

Broad interests

Home & garden, real estate related (limited)

How Walled Garden Handles Compliance Automatically

All templates are pre-configured for Special Ad Category—you can't accidentally violate it
Location targeting automatically enforces 15-mile minimum radius
Age, gender, and restricted interest options are not available in the interface
Ad copy is reviewed to avoid discriminatory language

ROI Calculator

Show agents the math behind their ad spend investment

The Simple ROI Formula

(Commission × Close Rate × Leads) - Ad Spend = ROI

Use this to show agents exactly what they can expect

Example: $500/month Ad Spend

$500

Monthly Ad Spend

Leads Generated

Close Rate

0.5

Deals/Month

If avg commission is

$8,000

Monthly revenue

$4,000

ROI

700%

Quick Reference: Expected Results by Budget

Monthly Spend	Expected Leads	Cost per Lead	Expected Deals/Year
$300	15-20	$15-20	4-5
$500	25-35	$14-20	6-8
$1,000	50-75	$13-20	12-18
$2,000	100-150	$13-20	24-36

* Based on 2% lead-to-close rate. Actual results vary by market, agent follow-up speed, and lead quality.

Talking Points When Presenting ROI

"One closed deal pays for an entire year of advertising"
"These leads go directly to you—no splitting with Zillow or Realtor.com"
"Unlike referral fees, ad spend scales linearly—spend more, get more leads"
"You build your own database of leads that you own forever"