Facebook Single Listing Ads

Table of Contents

1. Overview

2. Advertising Plans & Pricing

3. Campaign Types

4. Before You Start

5. How to Get Started

6. Best Practices

7. Troubleshooting Common Issues

8. FAQs

Overview

Facebook Single Listing Ads are a done-for-you advertising service managed by Sierra's in-house Ads Team. You submit your listing details and provide access to your Facebook assets while Sierra handles the rest, from campaign setup to launch.

Ads run for 30 days using a hyper-local targeting approach, reaching people in your market area who have expressed interest in homes. All leads captured through the campaign flow directly into your Sierra CRM, ready for follow-up and automation.

Advertising Plans & Pricing

Sierra offers three package tiers. All fees are one-time, paid upfront at launch. Your ad spend budget is separate and paid directly to Facebook — it is not included in Sierra's management fee.

Multi-listing packages can be redeemed all at once or spread out over time as new inventory becomes available. Packages are non-refundable.

Recommended ad budget: Sierra recommends a minimum of $100/month per listing in ad spend. If you work in a high-population area, you may want to budget more for greater reach.

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Campaign Types

When you fill out the onboarding questionnaire, you'll choose between two campaign goals. Your choice affects how the ad is optimized and what results to expect.

Lead Ad

Ads are optimized to capture registrations. Users who click the ad will be prompted to register before viewing the listing. This campaign type produces more leads but typically results in lower overall reach (fewer total impressions).

Best for: Agents who want to build their lead pipeline and are prioritizing CRM contacts over broad brand visibility.

Awareness Ad

Ads are optimized for reach. More people will see the listing, but few — if any — will register as leads. This campaign type is better suited for visibility goals than lead capture.

Best for: Agents who want to generate buzz around a high-profile listing or build brand awareness in a market area.

⚠️ If you run an Awareness Ad, leads may not flow into your Sierra CRM in meaningful volume. Choose Lead Ad if capturing contacts is your primary goal.

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Before You Start

Before submitting the onboarding form, confirm the following:

• You have a Facebook Business Manager account. This is required to share your Page, Ad Account, and Pixel with Sierra's team. If you don't have one, Sierra will walk you through setup after you submit the onboarding form.
• Facebook Lead Ad integration is enabled in your Sierra account. In your Sierra CAA, go to the gear icon > Integrations, search for Facebook Lead Ads, and follow the setup steps to connect your account. This must be active before your campaign can go live.
• You have a listing ready to promote. Have your Sierra site listing detail page URL on hand when you fill out the questionnaire.

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How to Get Started

Step 1: Submit the Onboarding Form

Go to the Facebook Single Listing Ads Onboarding Form and complete the questionnaire. Have the following ready before you start:

• Your Sierra site domain name
• The listing detail page URL(s) from your Sierra site for each property you want to promote — these must be direct links to the listing pages on your Sierra IDX site, not MLS or third-party links
• Your preferred ad budget — Sierra recommends a minimum of $100 per listing
• Your preferred start date — you can request to start as soon as possible, or opt to discuss your campaign via email or call before launch

The form will also ask you to:

• Select your package size (1, 5, or 10 listings)
• Choose your campaign type (Lead Ad or Awareness Ad)
• Indicate whether your Facebook assets are already shared with Sierra's team, or whether you'll need to share them (see Step 2)

If you have questions before submitting, email digitalmarketing@sierrainteractive.com or schedule a Facebook Ads Discovery Call.

Step 2: Provide Facebook Access

After submitting the form, Sierra's Ads Team will reach out to collect access to your Facebook assets. You'll need to share:

• Your Facebook Page
• Your Facebook Ad Account
• Your Facebook Pixel

If you don't already have a Facebook Business Manager account, Sierra's team will guide you through creating one and configuring access. This step is handled via email follow-up from the Ads Team.

⚠️ Delays in sharing Facebook access are the most common cause of slower-than-expected launch times. Having your Business Manager account ready in advance will speed up the process.

Step 3: Sierra Launches Your Campaign

Once Sierra has your Facebook access and listing details, the Ads Team builds and launches your campaign. Campaigns typically go live within 48 hours of receiving all required assets.

You'll receive a confirmation when your campaign is live. Ads are hyper-locally targeted to reach people in your market area who have expressed interest in homes.

Step 4: Track Performance and Renew

After 30 days, Sierra's team will follow up with performance stats for your campaign. At that point, you can:

• Renew the same listing for another 30-day run
• Redeem another listing from your package
• Pause and save remaining package credits for future inventory

All leads captured during the campaign are in your Sierra CRM and available for follow-up with Action Plans, Smart Filters, or Lead Routing Rules.

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Best Practices

• Match your campaign type to your goal. If you want leads in your CRM, choose Lead Ad. If you're promoting a high-profile listing for exposure, Awareness may serve you better. Don't default to one without considering the tradeoff.
• Budget at least $100/month per listing in ad spend. Sierra's management fee covers setup and management — the ad spend itself is what drives reach and results.
• Use multi-listing packages strategically. The 5- and 10-pack discounts are most valuable when you have a steady flow of new listings. Coordinate with your team to redeem credits as new inventory comes in rather than all at once.
• Have your Facebook access ready before submitting. The faster Sierra can collect your Page, Ad Account, and Pixel, the sooner your campaign can launch.
• Set up automation before the campaign goes live. For Lead Ad campaigns, configure an Action Plan or Smart Filter in your Sierra CRM before launch so new leads receive an immediate response.
• Pair ads with a strong Sierra IDX site. These ads drive traffic to your branded Sierra website so make sure your site is current, search tools are active, and your call to action is clear.

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Troubleshooting Common Issues

• I submitted the onboarding form but haven't heard back.
  Email digitalmarketing@sierrainteractive.com to follow up on your submission status. You can also schedule a Discovery Call to speak with an account manager directly.

• My leads aren't showing up in Sierra after the campaign launched.
  Confirm that Facebook Lead Ad integration is enabled in your Sierra account. Go to the gear icon > Integrations, search for Facebook Lead Ads, and follow the setup steps. Also confirm you selected a Lead Ad campaign type — Awareness Ads do not produce CRM leads.

• I don't have a Facebook Business Manager account.
  You don't need to create one before submitting the onboarding form. Let Sierra's team know during onboarding and they'll guide you through the setup process.

• My listing photo isn't displaying correctly in the ad or on Facebook. 

  Facebook caches listing images, so outdated or replaced photos may not reflect immediately. See How to Ensure Your Listing Photos Display Correctly on Facebook for steps to refresh Facebook's cache.

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FAQs

• Are there any long-term commitments?
  No. There are no recurring fees or monthly contracts. Package fees are prepaid and non-refundable, but you can start and stop campaigns at any time.

• Can I use one package across multiple listings over time?
  Yes. The 5- and 10-listing packages are flexible, you don't need to redeem all listings at once. Activate them as new inventory becomes available.

• Do I need a Facebook Business Manager account?
  Yes, but Sierra's team will help you set one up if you don't have one. After you submit the onboarding form, they'll guide you through sharing access to your Page, Ad Account, and Pixel.

• Where do my leads go?
  All leads from Lead Ad campaigns flow directly into your Sierra CRM. From there, you can assign them to Action Plans, filter them with Smart Filters, or route them using Lead Routing Rules.

• What if I want to talk to someone before signing up?
  Email digitalmarketing@sierrainteractive.com or schedule a Facebook Ads Discovery Call with an account manager.

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