Episode Summary: Maximizing Meta Ads When Everyone Says They Don't Work

Podcast: Your Daily Real Estate Podcast with Tristan Ahumada
Host: Tristan Ahumada
Episode: 736
Date: December 5, 2025
Series: Paid Leads (Part 2 of 3)

Overview

In this episode, Tristan Ahumada breaks down the unique challenges and hidden opportunities of using Meta (Facebook & Instagram) ads for real estate lead generation. Despite their reputation for low conversion rates, Tristan shares actionable strategies to shift meta leads from cold to warm, focusing on building relationships through patience, the right questioning technique, and genuine value-add. Listeners will come away with a mindset shift and practical framework (the “PSLV method”) for nurturing meta leads effectively.

Key Discussion Points & Insights

1. The Nature of Meta Leads

• Top-of-Funnel: Meta ads attract leads at the earliest buying stage—people who are curious, passive, and not actively seeking an agent or home.
  • “The intent is really low. In fact, I'd put it at the very top where you have tofu, mofu, bofu... This is at the very top.” (03:05)
• Leads move fast (click on everything) but aren’t ready for pressure or hard sales tactics.
• Common mistake: Agents push for a serious conversation or qualification too soon.

2. Tristan’s Experience & Perspective

• Implemented and popularized real estate lead ads on Meta platforms.
• Ran ads since 2015, worked with Facebook & Instagram, consulted on “dynamic real estate ads.”
• Has overseen luxury deals closed from meta ads but stresses the required investment and patience.

3. The Right Approach: Patience, Clarity, Simplicity

• Avoid high-pressure or qualification-first scripts.

• Early communication should be about:

  • Providing simple choices (e.g., beach vs. mountain, townhome vs. house).
  • Offering clarity and direction without rushing commitment.

• Quote:

  • “The mistake you're going to make and you're going to hear other agents make on this one is when they're going right in for the kill. Listen, do you already have an agent? Do you want to go see a property? Did you already get pre-approved? Those are mistakes.” (05:57)

4. The PSLV Method

A framework for effective meta lead conversion:

• Permission to waste your time

  • “I don’t care if you ever buy, but I want to make sure that you enjoy our website. So can you tell me a little bit more about what you're looking for…?” (09:45)

• Specific Questions

  • Drill down based on their responses, e.g., “What’s bringing you to Malibu?”

• Listen

  • Resist the urge to push; keep asking and listening for details that inform your follow-up.

• Value

  • After listening, send something genuinely useful, tailored to their circumstances—a guide, document, or resource to help them along their journey.
  • Use ChatGPT or Claude to quickly generate such value pieces.

• Quote:

  • “Permission to waste your time. That's key. That means, hey, you know what? I don't want to spam you. I don't care if you ever buy, but I want to make sure that you enjoy our website.” (09:45)
  • “The key to this is slow. Ask questions. Tone has to be on point, does not have to be pressured.” (05:27)

Notable Example Script (11:00)

• “Hey Joe, it's Tristan. You just visited our website through Facebook. Listen, I don't want to spam you, but can you tell me what you're looking for exactly? … and then just shut up and listen.”

5. Systems & Nurture Plan

• Meta leads require a long-term nurture system—months or even years.
• Use ongoing, value-focused check-ins, not sales pressure.
• Automation and tools (CRMs, retargeting) are key—don’t rely on memory.
• “If you don't have that system, you shouldn't be doing Facebook lead ads. A lot of these are nurture. So long nurture is the key to this.” (15:09)

6. Platform & Company Recommendations

• DIY is best for learning, but reputable vendors include Ylopo, Lofty, and others.
• Ensure any chosen solutions integrate seamlessly with your CRM.
• Not all platforms or agencies deliver quality equally—test and monitor closely.

Notable Quotes & Memorable Moments

• On Agent Mistakes:

  • “The mistake you're going to make… is when they're going right in for the kill.” (05:57)

• On Lead Treatment:

  • “Meta leads don't need pressure. They need clarity, direction, and simple choices.” (00:42)

• On The PSLV Method:

  • “Permission to waste your time. That's key.” (09:45)
  • “Now you ask specific questions... The more specific you get, the more you'll put them into that funnel to get better responses.” (10:33)

• On Value Delivery:

  • “Now you're giving value. See, these are very different and you've got to put them in some type of a nurture plan.” (12:40)

• On Systemization:

  • “If you don't have that system, you shouldn't be doing Facebook lead ads.” (15:09)

Timestamps for Key Segments

• 00:00–01:00
  • Overview of paid leads series and the position of Meta ads.
• 02:30–05:00
  • Discussion of Meta leads’ psychology and mistakes most agents make.
• 05:27–07:10
  • Early approaches; what not to ask Meta leads.
• 09:45–14:00
  • Introduction & breakdown of the PSLV Method: Permission, Specific, Listen, Value.
• 14:00–16:30
  • Nurture system necessity—long-term follow-up and retargeting strategies.
• 16:30–End
  • Platform/vendor recommendations and closing encouragements.

Actionable Takeaways

• Don’t qualify Meta leads too quickly; start with light, value-driven conversations.
• Use the PSLV method: Permission to waste your time, Specific questions, Listen actively, and provide Value.
• Build robust nurture and retargeting systems for long-term engagement.
• Experiment with Meta lead ads yourself before outsourcing; choose vendors cautiously.
• Use AI tools to create tailored value pieces for leads.

Episode Tone

Tristan’s delivery is candid, practical, and supportive—committed to helping listeners build better real estate marketing systems with patience and authenticity.

For a copy of this episode’s notes or related resources, DM Tristan on Instagram with “Episode 736”.