Facebook Marketplace: The effective tool most agents skip
Holly Brink shares agent Abby Goodell’s no-frills strategy for turning Facebook Marketplace posts into legit buyer leads and examines why most agents overlook the platform.
Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
Most agents ignore Facebook Marketplace as a serious lead source, but that’s a mistake. One agent, Abby Goodell, shares her no-frills strategy for turning Facebook Marketplace posts into legit buyer leads — and why most agents overlook it.
Read Goodell’s top tips to consistently turn free Facebook posts into honest conversations, real clients and real closings. Whether you’re a seasoned pro or just looking for a new listing boost, this is the scrappy social media strategy you’ll wish you started sooner.
Post it like you mean it
Goodell posts every listing on Facebook Marketplace and shares it to up to 20 local buy/sell/swap groups, specifically targeting towns and counties within a 30- to 60-mile radius. “Each listing gets posted, and then I just hit ‘renew’ when it expires,” she says. “It’s quick, and I reuse the same structure every time.”
She doesn’t differentiate much between Marketplace and group posts — they’re cross-posted all at once using Facebook’s built-in sharing feature.
Format matters: Stand out with consistency
Her listing posts follow a predictable, polished formula:
- Headline: “New Listing!” plus bed/bath emojis
- A short description and CTA (call Abby, or click the website)
- A few MLS-quality photos to draw the eye
“I use the same photos I upload to the MLS, taken with a professional camera. You’d be surprised how much that alone helps the post stand out,” Goodell says.
Here’s her sample template:
The group game: Play it fast and loose
Not every group allows real estate posts, but Goodell doesn’t let that stop her.
“You can’t see group rules when you share. I’ll share it anyway. If they remove it or kick me out, it’s fine. I don’t stress about it.” (Always make sure you’re following your office, state and local regulations, of course.)
She recommends joining any group with a county or city name in it, especially those “Buy, Sell, Trade” ones. As for flags? “You’ll know when you get flagged. Just move on.”
Lead quality and results
Facebook Marketplace plays a significant role in Goodell’s lead funnel. She gets more messages from Marketplace and more comments from group posts.
“For every three listings I post, at least one gets me a qualified buyer lead from Marketplace.”
She even shared a success story: A pre-qualified buyer messaged her in response to a Marketplace post. He didn’t have an agent, so Goodell booked a buyer consultation and represented him on a different home entirely.
Dealing with trolls, spam and flags
Posting to Facebook comes with a side of chaos.
“You’ll get spammy comments, mean people and flagging. Just block them, or turn off comments if it’s too much,” Goodell advises. “I’ve had posts removed before, but you don’t get in trouble. You move on.”
Goodell’s two biggest tips?
- Most agents think it’s not worth it — but it is, if you follow up quickly.
- When I got started, I just listed my broker’s and other company agents’ listings in the area with permission. Then I would say, “Listed by XYZ, Advertised by Abby Goodell.”
She spends less than an hour a week per listing handling messages and comments and consistently replying.
Is it just for budget homes?
Not at all. Goodell’s strategy works across all price points. “People think it’s just for cheap listings or rentals. It’s not. It’s fair game for everyone,” she said.
Key takeaways
- Post every listing to Facebook Marketplace and 20-plus local groups.
- Use professional photos and a consistent structure with emojis and CTAs.
- Expect spam, trolls and post removals; just block and move on.
- Follow up fast. Goodell closes real deals from Marketplace leads.
This isn’t just about where you post; it’s about how you show up. Facebook Marketplace might feel messy or like a royal waste of time. Still, for agents willing to stay consistent, follow up fast, and block the occasional troll, it’s a marketing channel hiding in plain sight, and it’s underutilized.
Goodell’s results prove that with little effort and a lot of emoji flair, you can turn scrolls and messages into showings, and those showings into closings.
Holly Brink is the co-founder, COO and managing broker of My Real Estate Company in Iowa, Minnesota, Nebraska and Illinois. Connect with her on Instagram or LinkedIn.
