Facebook Lead Ads with Custom Questions for Listings, Seller Leads, PDF Guides & IDX Landing Pages

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Scott Pierce from Listings-to-Leads hosts a recorded training call (to be posted on YouTube) showing real estate agents how to create and optimize Facebook/Instagram lead ads inside Listings-to-Leads. He explains how to use customizable lead form questions (20+ buyer and 20+ seller options) beyond name/email/phone to better qualify leads and tailor follow-up, with examples for open house/listing ads, down payment assistance, pending and just sold seller lead ads, cash offer ads, and PDF guide ads (including a downsizing guide). He shares typical lead costs discussed on the call (open house listings averaging about $3.50/lead with a $2–$8 range, pending seller leads about $8, and just sold around $12) and demonstrates recommended settings like a 15-mile radius, lifetime budgets, and one-week runs. Scott covers video vs. photo guidance (short 10–20 second teaser-style videos rather than full tours), three seller funnels for pending/just sold (home values changing, “we have more buyers”/golden letter, and the 100+ point home marketing plan), and how to rotate those funnels weekly. He shows building custom ads/landing pages (including sending traffic to IDX lists such as price-reduced or pool homes) and notes that IDX URLs may not auto-fetch images. He also covers stopping underperforming ads, extending successful ads by increasing lifetime budget and pushing the end date, using the AI text follow-up add-on, and reminds agents they cannot request an address within the Facebook form and must ask for it during follow-up. The call ends with a walkthrough of testing an ad’s full flow and a request to complete a post-webinar survey.

00:00 Welcome + What We’re Covering Today (Custom Questions, Listings, Guides)
01:50 Why Custom Lead Form Questions Improve Follow-Up (Open House Example)
06:41 More Ad Examples: Down Payment Assistance + Seller/Pending Question Sets
09:41 Build a For-Sale Listing Ad in Listings-to-Leads (Targeting, Budget, Templates)
12:40 Customize Buyer Questions for the Listing (New Construction, Price-Reduced, DPA)
15:09 Video vs Photos for Listing Ads (Make It a Trailer, Not a Tour)
18:04 Seller Lead Gold: Pending & Just Sold Ads + Costs and Best Practices
21:48 3 Proven Seller Funnels + Copy/Paste Scripts (Home Values, More Buyers, 100-Point Plan)
28:40 Set Seller Ad Questions + Compliance Note (No Address Field in the Form)
33:22 PDF Guide Ads for Sellers: Downsizing Guide Setup + Best Questions
37:03 Upload & Run a Custom PDF Guide Ad (Your Own Guide, Autoresponder, Targeting)
40:00 Buyer & Seller Guides: Add Video to Lower Cost Per Lead
40:24 Landing Pages Demo: The “5-Minute Shower” AI Guide Funnel
42:49 Editing AI Content + Exploring Landing Page Templates in Listings-to-Leads
43:57 Cash Offer Seller Ad Breakdown (Copy, Image, Targeting)
48:03 Lead Form Questions That Boost Follow-Up (and “Magic Number”)
50:33 AI Text Follow-Up: Never Lose a Lead Again
52:24 Keep Winning Ads Running + Reading Cost Per Lead
54:22 When Ads Flop: CPL Benchmarks, Fixes, and When to Kill It
56:27 Live Build: Custom IDX List Ad (Price-Reduced / Pool Homes)
01:02:57 Carousel Ads for Custom Lists + MLS Photo Permission Tips
01:10:30 New Construction & Choosing the Right Listings to Market for Leads
01:13:53 Test Your Ad Flow on Mobile + Final Wrap-Up & Survey