The Biggest Objection I Hear

If you’ve followed me for a while, you know I’m a champion for using strategic advertising on Instagram and Facebook to grow visibility, build brand equity, and reach new audiences. And no, I’m not talking about boosting posts.

For nearly a decade before I launched Arrow Digital, I led Mastermind conversations with brokerage leaders and top-producing agents about social media trends and growth strategies. Yet, one topic rarely came up: paid advertising.

That changed when I saw the impact for myself. Nearly 10 million businesses advertise on Instagram and Facebook, including some of the largest and fastest-growing brands in real estate. But among boutique brokerages, independent brands, and even high-performing teams, it remains one of the most underutilized tools.

Why?

Because of a common misconception.

There’s a hesitation, even resistance, around spending money on social media ads. The belief is often: “We’ve never paid for ads before, so why start now?”

Instead, many continue relying solely on organic reach, where posts are typically seen by just 5–15% of your followers. And while that may feel like a cost-free strategy, it’s not. You're still investing time, energy, and money, whether it's in content creation, social media management, or both.

Let’s break it down with a simple example:

You’ve just listed a fantastic property. You want to sell it for top dollar and use the listing to generate serious buyer and seller leads.

Let’s say you have 1,000 Instagram followers. With an organic post, maybe 50–150 people will see it, typically your most loyal followers.

Will this impress your seller?
Not likely.

Will it generate new business?
Probably not.

What did it cost you?  Ad Spend: $0
Opportunity Cost: $$$$$

Now, imagine putting just $140 behind a well-crafted ad featuring high-quality photos or video. That same listing could reach 8,000–12,000 targeted people in your market.* Add a smart retargeting strategy, and you’ll stay top-of-mind with website visitors, social followers, and people who have previously engaged with your content.

So the real question is:

Would you invest $140 to showcase your listing, strengthen your brand, and engage qualified prospects?

I know what my answer is.

*Based on recent advertising metrics. Results not guaranteed.