May '25 • Daily Value
Daily Tip #4
📢 Paid vs. Organic: What Realtors Need to Know About Google Ads, Facebook Ads, and How They Work With Your Content
If you’ve ever asked:
“Should I run Google Ads or Facebook Ads?”
“Does TikTok actually help my real estate business?”
“What’s the point of all this content I’m posting?”
This post is going to make it really clear. Im breaking down both paid ads and organic content—in plain English—with real-world examples anyone can relate to.
🔍 Google Ads vs. Facebook Ads (PAID)
Let’s start with paid ads.
Google Ads are intent-driven. That means the person has to search for something in order to see your ad. For example:
- “Homes for sale in Boise”
- “Realtor near me”
- “Sell my house fast in Phoenix”
That person is already thinking about buying or selling. They're looking for a solution, and your ad is the answer. That’s why these leads tend to be higher quality and more ready to move.
Facebook Ads (Meta) are discovery-based. People are just scrolling. They're on Facebook or Instagram to relax, catch up with friends, or watch videos.They’re not searching for a home. So even if they click your ad, it might just be because it looked cool—not because they’re ready to act.
Facebook Ads can still be useful, especially for:
- Retargeting visitors who already know you
- Building brand awareness
- Filling the top of your lead funnel
But don’t expect these leads to be red-hot.
📱 Organic Content: Meta vs. TikTok
Now let’s talk about the content you post for free (organic content).
Meta (Facebook & Instagram) still leans heavily on the discovery model. The algorithm shows your content to people based on what they’ve engaged with in the past. That means it might pop up in someone’s feed, but only if the system thinks they’ll like it. They didn’t go looking for it.
TikTok, on the other hand, is already much more intent-driven.People are using it like Google. They’re typing things like:
- “Best neighborhoods in San Antonio”
- “How to buy a house with no money down”
- “Is now a good time to sell my home?”
Your content can show up in those searches, even if someone has never seen your profile before. That’s powerful—and that’s why TikTok can drive serious organic leads.
Meanwhile, Meta has publicly said they’re working on changing both their paid and organic algorithms to become more intent-driven.
Will it work? Maybe. But for now, TikTok and Google are still ahead when it comes to matching content with what users are actively searching for.
🎯 Why Intent-Driven Content and Ads Matter More
Here’s the simple reason why intent-driven platforms are better for real estate lead generation:
The user has to do something to find you.
Whether it’s typing a search into Google or TikTok, they’re taking action. That action signals interest.And that interest is what makes the difference between a tire-kicker and a serious lead.
Compare that to Facebook or Instagram where content just shows up in their feed whether they wanted it or not.
It’s like the difference between someone walking into a store and asking, “Do you sell this?” vs. someone walking past a display and saying, “Oh, that’s kind of cool.”
Who’s more likely to buy?
🧠 What This Means for You
Here’s how to think about your strategy:
- If you want high-quality, ready-to-move leads, focus on Google Ads and TikTok content.
- If you want to stay top of mind and retarget warm traffic, use Meta Ads.
- If you want to build a local brand presence, keep posting consistently on Facebook and Instagram—but don’t expect instant results.
Think of it like this:
- Google = People come to you on purpose
- TikTok = People find you through search
- Meta = You show up uninvited and hope they’re interested
Final Thought
The more intent behind the platform, the better the lead quality.
That doesn’t mean discovery platforms are useless—they’re great for staying visible and building brand trust.
But if you want to focus your time and money on strategies that bring in serious clients, lean into platforms where users are searching—not just scrolling.
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Daily Tip #4
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