Using Facebook Events to Promote Open Homes and Auctions

Facebook Events are a simple way to get more people to notice your open homes and auctions. An Event sits on your page, appears in followers’ feeds, and sends reminders to people who mark Interested or Going. It feels local, personal, and timely. Best of all, it keeps all key details in one place with a clear call to action.

Below is a clear step by step guide, templates you can copy, and a checklist to help you run Events that turn online interest into real inspections and bidders.

Why use Facebook Events for property campaigns

Facebook Events help you:

• Reach local buyers and neighbours with timely reminders

• Gather soft registrations through Interested and Going responses

• Answer questions in one thread so nothing gets lost

• Share maps, dates, and updates without confusion

• Create social proof as responses and comments grow

• Give vendors a simple metric you can add to your weekly report

When to create an Event

Create an Event for any activity with a date and place.

• First and second open homes

• Final inspection before auction

• On site auction

• Special preview for neighbours or buyer groups

• Virtual tour time slot if you are live streaming

Create the Event as soon as the date is set, then update it as you add photos, video, or price guidance.

Event naming formula

Keep the name short and clear. Use the street and the action.

• Open Home at 12 Smith Street

• Auction Day at 44 River Avenue

• Neighbour Preview at 8 Park Lane

This helps Facebook suggest the Event in local searches and keeps your page tidy.

What to prepare before you click Create

• Best hero image in landscape format

• Short video walk through if available

• Full address and map pin checked on Google Maps

• Inspection or auction date and exact start and end time

• Agent mobile number and Messenger link

• Link to your listing page on your website or portal

• A short description with the key features and what to do next

How to set up a Facebook Event that converts

1. Open your Facebook Page and choose Create then Event.

2. Choose In person for open homes and auctions.

3. Add the Event name using the naming formula.

4. Set the date and start time. For multiple inspections, use the Schedule or Add another date option so people see all sessions in one Event.

5. Add the location and confirm the map pin is correct.

6. Upload the hero image. Add a short video in the Discussion after creating the Event.

7. Write a clear description. Use the template below.

8. Add cohosts such as your personal profile or a colleague to increase reach.

9. Choose the Get Tickets button and link to your listing page or a simple registration form.

10. Publish, then invite people who follow your page or live nearby.

11. Share the Event to suburb groups and your profile with a short note.

Tip. For an auction, add a reminder post in the Discussion with the auction terms, deposit, settlement guide, and bidder registration steps.

Description templates you can copy

Open home description

Warm welcome to 12 Smith Street.
Three bedroom family home with two bathrooms, secure yard, and a sunny outdoor area.
Walk to shops, school, and transport.
What you will love.

• Light filled living and dining

• Updated kitchen with stone benchtops

• Main bedroom with ensuite

• Flat backyard for pets and play

Join us at the open home.

• Saturday 10.00 to 10.30

• Parking in Oak Street is easiest

• Message here for the digital brochure and floor plan

Click Interested or Going so you get a reminder. Click Get Tickets to see more photos and download the property pack.

Auction description

Auction on site at 44 River Avenue.
A classic Queenslander with four bedrooms, high ceilings, and wide verandas.
Open for final inspection from 12.00. Auction at 12.30.
What to know.

• Standard auction conditions apply

• Bring photo ID for bidder registration

• Deposit and settlement terms available on request

Click Interested for reminders. Message here for the contract, pest and building, and to pre register as a bidder.

Images and video that stop the scroll

• Use one strong exterior or hero living shot as the cover

• Add a 20 to 40 second walk through in the Discussion with captions

• Post a three image carousel mid week to refresh reach

• Include a simple floor plan image if it is clear and easy to read

Use Event Discussion to build momentum

After you publish, post short updates inside the Event so all followers get notified.

• Mid week teaser video

• Parking and entry tips the day before

• Weather note on the morning of the open

• Final call post one hour before the auction

• Thank you post with next steps after the Event

Always add a line that invites a message for the digital brochure or contract. This turns attention into a conversation.

Invite and share for free reach

• Click Invite and select people who follow your page

• Share the Event to local suburb groups that allow property posts

• Share to your profile with a personal note

• Ask the vendor to share to their network

• Ask your mortgage broker or conveyancer to share as a cohost

• Print a small QR sign for the front fence that links to the Event

Keep invitations polite and simple. One invite is enough. Your follow up can happen inside the Event comments or in Messenger.

Simple paid boost for more local eyeballs

If you choose to pay to reach more locals, keep it light and simple.

• Click Boost Event on your Event page

• Choose the Special Ad Category for housing to follow platform rules

• Target people living in a small radius around the address

• Set age to a broad range

• Use automatic placements

• Budget small and steady for three to five days

• Use one line of copy and your best image

Suggested copy.
Open Home at 12 Smith Street on Saturday. Click Going for a reminder and message for the digital brochure.

Lead capture without friction

Your goal is to move people from Interested to a direct message or a form.

• Use the Get Tickets button to link to a simple form that delivers the brochure by email

• Pin a comment that says Message for floor plan and brochure and reply quickly

• Add a short ManyChat or page autoresponder that sends the property pack when someone types Brochure

• Add a link to book a private viewing if the time does not suit

Make every step easy. Fewer clicks means more enquiries.

On the day workflow

• Post a good morning update with a friendly reminder

• Check your phone is charged and Messenger notifications are on

• Keep the Event open on a tablet at the door with the QR code to the brochure

• After the open, post a thank you message and invite private appointments

• For auctions, post the result when you have vendor permission

After the Event follow up

Turn Event activity into real outcomes.

• Message everyone who commented or asked a question

• Invite Interested and Going people to the next inspection time

• Add hot buyers to your inspection list with notes

• Send vendors a quick summary with screenshots

Sample vendor note.
The Event reached 3,200 people. We had 78 responses marked as Interested or Going. The brochure link received 42 clicks. We answered 9 questions in the thread and booked 6 private viewings from Event leads.

What to measure each week

• Event reach

• Interested and Going responses

• Link clicks on Get Tickets

• Messages started from the Event

• Comments and shares

• Inspections and bidder registrations that came from the Event

Track these in a simple table and add them to your vendor report. This shows real progress and builds trust.

Common mistakes to avoid

• Event name that hides the action or address

• Wrong map pin or missing street number

• Too much text in the cover image

• No call to action in the description

• Not replying to comments or messages on the same day

• Creating a new Event for every inspection rather than using multiple dates in one Event

• Forgetting to update the Event after a date change

Scripts you can use

Private message invite to a neighbour

Hi there. We have an open home at 12 Smith Street this Saturday at 10.00. You are very welcome to pop in. Would you like the digital brochure and floor plan sent here

Reply to a buyer who comments

Thanks for your question. I can send the brochure and contract straight away. Would you like it here in Messenger or by email

Short copy to share in local groups

Open Home. 12 Smith Street. Saturday 10.00 to 10.30. Three bedrooms with a sunny backyard. Click Going for a reminder. Message for the brochure.

Checklist for perfect Facebook Events

• Clear Event name with address and action

• Correct date, time, and map location

• Strong hero image and short teaser video

• Short description with features and next steps

• Get Tickets button linked to your listing or simple form

• Cohosts added for extra reach

• Invite followers and share to local groups

• Mid week update and day before reminder

• Morning of Event post and final call

• Quick replies to comments and messages

• Thank you post and next steps

• Vendor summary with numbers and screenshots

Facebook Events turn a simple open home or auction into a small local campaign. The Event gathers interest, sends reminders, answers questions, and shows social proof. With a clear name, a helpful description, steady updates, and quick replies, you give buyers and neighbours a simple pathway to inspect, register, and bid. Use the templates and checklist above for every listing. Over time your page becomes a live diary of your market activity, which builds trust with both future buyers and new vendors.

Author Ken Hobson
ken@agentslibrary.com.au