Facebook Marketplace: A Secret Weapon for Property Listings

Facebook Marketplace is a giant local shopfront inside Facebook. People open it to look for furniture, cars and homes. Used with care, it can add steady buyer and tenant enquiry to your pipeline with little or no spend. This guide explains what has changed, what you can and cannot do, how to post safely, how to reply fast, and how to track results so you can prove value to your clients.

What Marketplace is today

Marketplace is a browsing space where locals search by suburb and category. It suits early stage property discovery because people can message you in seconds. It gives you a simple extra touchpoint alongside portals, signboards, letterbox drops, email and your website.

There is one important change to understand. Business Pages can no longer create free property listings inside Marketplace. That policy began in 2023. You can still place paid ads that appear in Marketplace through Meta ad placements. You can also share property posts into local groups where allowed and you can post property content on your profile and Page feed.

Why add Marketplace to your plan

• Your property appears where locals already browse each day

• Messages arrive inside Facebook which reduces friction to first contact

• You can reuse your listing photos and video so set up is quick

• Marketplace reaches people who are not on the portals every day

• Paid ads can show in Marketplace, Feed and Reels which expands reach

• Messenger replies feel low pressure which helps more people take the first step

Key rules you must follow

• If you run paid ads about property, choose the Housing Special Ad Category

• Targeting in the Housing category is limited to protect consumers

• Keep all claims and images accurate and clear

• Treat all messages as personal information and store them safely

• Move conversations into your CRM with consent

• Use a simple privacy note and a link to your policy on your landing page

What you can and cannot do

You can

• Post property content to your personal profile and Business Page feed

• Share posts into local buy and sell groups that allow property content

• Run paid ads that include the Marketplace placement

• Reply in Messenger and then move the lead into your CRM with consent

• Link every post to a landing page on your website

You cannot

• Create free Marketplace property listings using a Business Page

• Use age, gender or sensitive traits to include or exclude people in Housing ads

• Use images that change sizes or remove faults

• Collect deposits or ID inside Messenger

Step by step to publish and promote

Prepare your assets

• Thirty to forty bright photos in a simple sequence

• One short vertical video walk through

• Floor plan and key facts

• A clear headline and seven dot points

• A landing page on your website with a short form and privacy note

Publish your post

1. Post the property on your Business Page as a standard post. Keep copy short with a strong hook and one clear next step

2. Post the property on your personal profile if appropriate for your brand

3. Share the post into three to five relevant local groups that allow property content

4. Add the link to your website landing page in the first comment to keep the post tidy

5. Pin the post on your Page for the full marketing period

Promote with paid ads

1. In Ads Manager choose the Housing Special Ad Category

2. Select Advantage placements so your ad can show in Marketplace plus Feed and Reels where compatible

3. Use a broad radius around the property suburb

4. Optimise for messages or landing page views

5. Run for three to seven days and watch results in Ads Manager and in your CRM

Listing copy you can paste

For sale

• Headline
  Light filled three bedroom home near park and school

• Dot points

  • Open plan living and dining

  • Stone kitchen with island bench

  • Main bedroom with ensuite and robe

  • Level yard with covered patio

  • Walk to primary school and bus

  • Building and pest report available

• Next step
  View full details and book an inspection at the link

For rent

• Headline
  Modern two bedroom unit close to trains and shops

• Dot points

  • Air conditioned living

  • Balcony with district views

  • Secure parking for one

  • Pets on application

  • Apply and book inspection at the link

• Next step
  Please message for inspection times and the application link

Group caption

• New to the market in [Suburb]

• Three bedrooms and two bathrooms

• Walk to [landmark]

• Open Saturday at 10 am

• Full details in the first comment

Paid ad primary text

• Looking for a move in ready family home in [Suburb]

• Three bedrooms, two bathrooms and a sunny yard

• See price, floor plan and inspection times at the link

Photos and video that build trust

• Lead with a bright, straight front shot

• Show whole rooms from a doorway corner to capture depth

• Keep vertical video under thirty seconds and focus on flow

• Use a steady pace and simple captions with suburb and key features

• Use honest edits only

• Do not change room sizes or remove faults

• Add the floor plan to the gallery so people can picture the layout

• Use clear image names for better organisation inside your file system

Instant Messenger replies that save time

Save these as quick replies so anyone on the team can respond within minutes.

Buyer first reply

• Thanks for your message about [address or suburb]

• Here is the full page with floor plan, contract and open times

• Would you like me to book you into the next inspection

• Do you have a preferred day and time

Tenant first reply

• Thanks for your interest in the unit at [suburb]

• Here is the link to book an inspection and start your application

• For your safety we never take payments or ID in Messenger

• We only process through our agency system

After inspection

• Thank you for attending today

• Here is the summary with price guide, contract link and how to make an offer or apply

• Tell me if you would like a private viewing

Polite nudge after twenty four hours

• Just checking in about [property]

• Do you have any questions about the floor plan, price or timing

• I am happy to help you with a private viewing

Safety and scam awareness

Scammers sometimes copy photos and descriptions to create fake rental posts. Make your process clear and keep people safe.

• Never collect deposits or ID in Messenger

• Direct every enquiry to your website or agency system

• Offer in person inspections or verified video tours

• Use your office phone number and email inside your replies

• Remind tenants how your process works so they know what to expect

• Keep proof of identity checks inside your secure property management platform

• Train your team to spot odd requests and to stop and verify before they act

Boost reach without risky targeting

Housing ads limit age, gender and some interests. Put your energy into creative and placement.

• Use the first three seconds of video to name the suburb and the key hook such as walk to school or quiet cul de sac

• Test a five frame slideshow that shows front, living, kitchen, main bedroom and yard

• Keep copy simple with one clear action

• Select Advantage placements so Marketplace is included where compatible

• Build warm audiences with page engagers and website visitors

• Retarget within policy settings using special ad audiences

• Refresh the first image weekly so your post looks fresh in feeds

Capture every lead and protect privacy

• Link every post and ad to a property landing page on your site

• Use a short form that asks for name, email and phone only

• Add a clear privacy note and a link to your policy

• Tag the source as Facebook Marketplace or Facebook Ads in your CRM

• Store data securely and remove it when no longer needed

• Send a friendly confirmation email that includes next steps and inspection options

• Keep a record of consent when you add someone to your buyer alerts or tenant list

Service standards that win enquiries

• Aim for under five minutes to first reply during the day

• Aim for under thirty minutes after hours with a helpful autoresponder

• Offer the next two inspection options in your first message

• Send a thank you with next steps after every inspection

• Update your post status to Under offer, Leased or Sold as soon as it changes

• Keep a simple internal script so your whole team replies in the same tone

Weekly routine you can follow

Monday

• Publish your property post to your Page and profile

• Share to two high quality local groups

• Check that your landing page and form are working

Wednesday

• Add a short vertical video to the post gallery

• Reply to every message and book inspections

• Send reminders to people who showed interest

Friday

• Run a small campaign in the Housing category with Marketplace placement for the weekend opens

• Refresh the main image to keep the post looking new

Saturday

• Message all engagers with thanks and a link to next steps

• Note every question you hear at the opens and add answers to your landing page

Sunday

• Update the post status and prepare the next post

• File your media and notes so you can reuse the best parts on your next listing

Metrics to check each week

• Views of your post and ad impressions

• Number of messages and average response time

• Clicks to your landing page

• Inspections booked from Facebook leads

• Applications or offer requests from Facebook leads

• Cost per lead if you run paid ads

• Time to first reply and time to inspection booking

Put these numbers in a simple spreadsheet. Compare Marketplace against portals, signboards, letterbox drops and email. Use the results to guide your next campaign.

Quick FAQs

Is Marketplace a replacement for portals

No. It is a companion channel that reaches people earlier in their search. Use it to widen the top of your funnel and to retarget warm visitors later.

Can a Business Page still list property inside Marketplace for free

No. Business Pages cannot create free Marketplace property listings. You can still advertise to Marketplace users through placements in paid campaigns. You can also share property posts into groups where allowed.

What targeting works for Housing ads

Age and gender are not available. Use broad location and strong creative. Let the placements and creative do the work. Focus on clear photos, a tight video, and a single action.

How do I avoid spammy posting in groups

Respect group rules. Share only in groups that allow property content. Space your posts. Use quality images and a helpful tone. Engage with comments rather than repeat posts.

Final word

Marketplace is a simple way to meet more locals where they already browse. Keep your content honest and clear. Choose the Housing category when you advertise. Reply fast with helpful scripts. Move every message into your CRM with consent and keep data secure. Track your numbers so you can see what works in your area. Follow these steps and Marketplace can become a quiet but reliable engine for new inspections, offers and applications.

Author Ken Hobson
ken@agentslibrary.com.au