How to Use Facebook Live for Real Estate Events — Even If You’re Not Comfortable on Camera Yet
A step-by-step guide for real estate agents on using Facebook Live to host events, build authority, and generate leads in 2025.
The Quiet Truth About Facebook Live Most Agents Miss
If you’ve ever opened Facebook, seen another agent go live, and immediately thought, “I should be doing that,” you’re not alone.
I hear this almost weekly in coaching conversations.
Mid-level agents know Facebook Live works. They’ve seen other agents host open houses, market updates, or neighborhood tours and get engagement they wish their posts had. But knowing something works and actually doing it consistently are two very different things.
Most agents don’t avoid Facebook Live because they don’t believe in it.
They avoid it because they don’t have a system.
They don’t know:
- What kind of events actually make sense for Live
- How to structure the broadcast so it doesn’t feel awkward
- What to say in the first 30 seconds
- How to turn views into real conversations afterward
So Facebook Live stays on the “someday” list.
I’m Emily Terrell — the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a Leading AI Speaker in real estate. And I want to be clear about something upfront:
Facebook Live is not about being charismatic.
It’s about being useful — consistently.
When agents treat Facebook Live as an event system instead of a confidence test, everything changes.
Why Facebook Live Still Matters for Real Estate in 2025
Despite all the talk about newer platforms, Facebook remains one of the strongest tools real estate agents have — especially for local visibility.
Here’s why Facebook Live still deserves a place in your strategy:
- Facebook Live receives significantly higher engagement than standard posts
- The algorithm prioritizes Live video, increasing reach organically
- Viewers stay longer on Live video than pre-recorded content
- Live video builds trust faster because it’s unedited and human
For mid-level agents, this matters even more.
You’re past the beginner phase. You know your market. You have experience. Facebook Live allows you to demonstrate competence in real time, which is far more powerful than saying “local expert” in your bio.
But here’s the key distinction most agents miss:
Facebook Live is best used for authority, visibility, and conversation starts — not direct lead capture.
Once you understand that, the strategy becomes much clearer.
The Real Role of Facebook Live in Your Business
Facebook Live works best when it plays one of three roles:
1. Authority Builder
Live video positions you as the guide — not the salesperson. Neighborhood tours, market updates, and Q&A sessions reinforce that you understand the local market better than most.
2. Trust Accelerator
Seeing you answer questions live, respond to comments, and explain real scenarios builds trust faster than polished posts ever could.
3. Traffic Driver
Live video pushes people to your next step — your website, your CRM, your email list, or a scheduled appointment — where actual lead capture happens.
When agents expect Facebook Live to be the conversion tool, they get frustrated.
When they use it to feed their conversion systems, it becomes powerful.
Table: Facebook Live vs Zoom for Real Estate Events
| Platform | Best Use Case | Strengths | Limitations |
| Facebook Live | Branding, awareness, authority | High reach, algorithm boost, easy access | No native lead capture |
| Zoom | Lead capture, buyer consultations | Registration, attendee data, controlled audience | Requires promotion, lower organic discovery |
The strongest agents often use both — Facebook Live for awareness, Zoom for conversion.
Step 1: Choose the Right Facebook Live Event Type
Not all Live streams are equal. The most successful agents choose repeatable event formats.
Here are the Facebook Live event types that consistently perform well for residential agents:
Open House Walkthroughs
Live tours work best when they feel like a buyer experience — not a sales pitch. Walk the property as if you’re showing it to a client, narrating what matters and why.
Neighborhood Tours
These are underrated. Walking or driving through a neighborhood while explaining schools, parks, lifestyle, and price points positions you as the local authority — especially for relocation buyers.
Monthly Market Updates
A 20-minute Live answering real questions about pricing, inventory, and buyer behavior builds credibility quickly. Agents who do this monthly often become the default resource in their market.
Behind-the-Scenes Real Estate
Showing staging days, inspection prep, or open house setup humanizes your business and builds relatability.
Q&A Sessions
Ask your audience ahead of time what they want answered. This removes pressure and ensures relevance.
Step 2: Decide Where to Go Live (This Matters More Than You Think)
You have four options on Facebook, but only two are ideal for business use.
Business Page (Recommended)
This is where most agents should start. It allows:
- Professional positioning
- Retargeting ads later
- Clear separation from personal content
Facebook Groups
Local groups are powerful for engagement. If you run or are active in a community group, Lives here often outperform page broadcasts.
Personal profiles are fine for practice, but they’re not ideal long-term for business events.
Step 3: Structure Your Facebook Live Like an Event — Not a Post
This is where most agents struggle.
A Facebook Live event should follow a repeatable structure so you’re never guessing what to say.
Opening (First 30 Seconds)
This determines whether people stay.
- Introduce yourself and your market
- Clearly state what the Live is about
- Tell viewers why staying matters
- Invite them to comment or ask questions
Middle (Core Content)
This is where you deliver value:
- Walkthrough the property
- Answer prepared questions
- Share insights viewers can’t get from listings alone
Close (Strong CTA)
Always tell viewers what to do next:
- Visit a landing page
- Register for a Zoom session
- DM you a keyword
- Attend the in-person event
Facebook Live without a CTA is just content.
Facebook Live with a CTA is a system.
Step 4: Promote the Event Before You Go Live
Live video success starts before you hit the button.
At minimum:
- Announce the Live 7 days out
- Post a reminder 24 hours before
- Share the day of
- Email your database if relevant
You’re not being annoying.
You’re training your audience to expect consistency.
Step 5: Technical Setup That Prevents Drop-Off
You don’t need expensive equipment.
You do need:
- Stable Wi-Fi
- A charged phone
- A quiet environment
- Natural light or a simple ring light
- A tripod or stable surface
The biggest technical mistake agents make is ignoring audio.
Clear sound matters more than perfect video.
Step 6: What to Do After the Live Ends
This is where Facebook Live turns into a content engine.
Immediately after:
- Respond to remaining comments
- Save the recording
- Repurpose clips into short-form video
- Upload to YouTube
- Add to your website or blog
One Live event can fuel weeks of content if you treat it correctly.
FAQs
Q: Is Facebook Live still effective for real estate agents in 2025?
Yes — especially for branding and authority. The algorithm continues to prioritize live video, and viewers engage longer than with static posts.
Q: How long should a Facebook Live real estate event be?
Most successful streams run 15–30 minutes. Shorter streams struggle to gain momentum.
Q: Can Facebook Live generate real leads?
Indirectly, yes. Facebook Live builds trust and awareness, which drives viewers to your lead capture systems.
Q: What if I’m uncomfortable on camera?
Start with structured events like walkthroughs or Q&A. Confidence grows with repetition, not talent.
Q: Should I boost Facebook Live videos with ads?
Yes — especially replays. Even small budgets can significantly expand reach.
Additional Resources
- How to Build a Weekly Content Engine with ChatGPT
- The Real Estate Video Framework Every New Agent Needs in 2025
- How to Use Social Proof to Build Instant Trust in Real Estate
Explore more at www.coachemilyterrell.com
Follow on Instagram: @coachemilyterrell
If this resonated, let me know.
Send me a DM and tell me what type of Facebook Live event you’re considering — I’ll help you refine it.