The NEW Way To Find Motivated Sellers For Wholesale Real Estate in 2026

If you're trying to find motivated sellers for real estate wholesaling right now, I'm going to be completely honest with you. Most of the marketing methods out there aren't just working anymore or as good as they used to be. Cold calling, you need a massive team, expensive dialers. You need to skip trace, you know, a bunch of lists and you're dealing with lawsuits and regulations. Direct mail, you're waiting anywhere from 5 to 12 months just to see an ROI and you're burning through $1,000 on just postage. SMS, oversaturated, expensive, and you're risking legal issues. If you're using PPC or pay-per-lead services, you are paying $150 to $300 per lead, and you're getting charged $2,000+ per month by agencies who don't really know your market. The problem is everyone is chasing leads or depending on middlemen that they can't control. But there's one method that's consistently getting us motivated sellers to raise their hand and come to you at $20 to $40 per lead, and that is Facebook ads, but only when it's done the right way. And, and I would know because I've worked with hundreds of wholesalers helping them get these results, and we've seen what works. What doesn't work, and most importantly, what's working right now and how to get consistent motivated leads on demand. So in this video, I'm going to show you exactly what's working right now with Facebook ads. You have everything that you need in order to attract the ideal sellers updated to the current day. So you know exactly what's going to work for you right now. So why Facebook ads and why are most people doing it wrong? Well, simply because it's inbound and not outbound. So motivated sellers are coming to you instead of you having to chase after them. Like when you're doing outbound, you know, dealing with people who don't want to sell or talk to you, they're actually getting to raise their hand and saying, hey, I do wanna sell. So you're attracting instead of interrupting, and you actually control the entire pipeline. You own this skill. You don't depend on agencies or middlemen, and you can turn it on and off based on your capacity. So it just becomes way more predictable and scalable that just works 24/7. And the economics, they actually work at $20 to $40 cost per lead versus $150 to $300 with other methods like PPC or pay-per-lead. And you also get contract for around $1,000 versus the industry standard that's $3,000 $3,000 to $5,000 just to get one deal. So you basically get higher margins, the ability to scale profitably, because remember, it's all about how much money you net, not the revenue that you make. So the big problem that I see is that most wholesalers are still running Facebook ads like the old ways from 2 to 3 years ago, and they're hiring agencies who run cookie-cutter campaigns that don't work anymore. And I need to tell you about the new way and how do you actually make this work in 2026. So in order to make it work, you need the campaign budget optimization at the campaign level. And there's something that's called the Advantage campaign budget. So basically what that means is that you're allowing Facebook to spend the money in the ad sets and in the ads that are most likely to convert with your ideal audience. Now, there was an update done a couple of months ago that's called the Andromeda update, and it's basically a ton of AI optimization. So basically what Facebook wants to do now before, you know, a couple of years is now they want you to have way more creatives with different angles in the whole video. And what they are trying to do is to just pair your ads with people who are most likely to interact with them. So the better that your creatives are, and when you're calling out different pain points and different levels of awareness, the better that your results will be. And typically the results that we're getting from this campaign with the clients is pretty crazy. We basically get to find exactly what sort of ad is going to perform best in your market. And once you find the winners, the only thing you need to do is just make more of the same videos. And now you know the cost per lead is not going to go up because you know exactly who your ideal And they're telling you, giving you feedback on why that works. Now, number 2, there's something that's called dynamic creative testing. So basically on the ad account, whenever you go into the ad set, that's something that's called dynamic creative. So what that allows you to do is instead of having multiple ad sets, you know, that you need to put the ad copy in individual ads, what it allows you to do is compile a bunch of images and videos together and just give Facebook the ability to spend the money on the ads that are most likely to find you the ideal sellers, right? So the way that we do this and how we change things in order to make this work is you basically want to have a ton of different creatives with different angles within one ad set. And if you don't know what an ad set is, it's basically you get to sub-segment the campaign in different ad budgets. And then depending on the campaign level, you could put money on the campaign and for it to spend how Facebook sees fit, or you can set individual budget targets per ad set. But now what Facebook wants is to have less ad sets and just have more rich creatives that basically talk to different people. So what this allows us to do is it allows Facebook to just basically get your ads and put it in front of the people that are most likely to respond. And with this feature, Dynamic Creative, it's going to spend the money on the ads that they like the most. This allows you to do is to basically find those ads that, you know, that are calling out your ideal audience. And then all you need to do is look back at the deals and leads that you got. And then now you know what that market wants. The advantage of this is that it gives you control rather than having to manually split test a ton of different structures or different individual ads. And basically you're way more efficient with your money. So the way that we like to test is first, whenever we launch something, you want to let it run for 7 days more or less. And then you want to see, okay, are you getting leads? What's the average cost per lead? And then are you getting high quality conversations? And then you want to look at the ads that are giving you the most amount of leads. And now you know what's going to, you know, get you leads, right? But after this is whenever you create pain-based hooks or ads, we want to be able to go back and see what worked and what didn't work and see if you can make the ad better. So something that works very well, it's my third point. Founder-led authentic videos perform way better than the static images or the standard, hey, sell your house fast for cash. Why? Because the more that they see you, it actually builds trust before the first call. And the way that you can do this is you can just get your phone, whether you're sitting in an office like I am right now, you're sitting outside or even walking through a neighborhood, or maybe even pointing to a property that you got a contract from and You can say something like, hey, if you want to sell the easy way and have a house that looks like that, we're actually looking to buy more properties. So that would be an example of a broad, you know, ad. Now, the other thing that works very well is if you actually go in person with the sellers, you don't have to do this all the time, but if you find a seller that you like and they would like to give you a testimonial, if you can actually plug them into the video, that's going to crush because now people that see your ad, they're like, oh, that seems like me. And if they help that person, I mean, yeah, I am now curious about selling, right? Because maybe they they were thinking about selling before, but now they see someone else that already went through. So you start getting like way more proof and trust building rather than just having the traditional sell your house fast for cash. Now, if you keep on thinking about this, on how to make the more captivating ads, your results are going to be very good. And you may be saying, what if I'm not good in camera? Well, you can hire actors, you can have some of your employees actually record, you can use AI to make videos, but the excuse should not be there because the only thing you need to do, just get better at it. The more you do it, the better that you will become. And it's worth it because the more time that you put in, the better the results will be. So would you learn how to do this if you could cut your cost per contract with 50%? Would you do this if you could drop your cost per lead from $150 to $50 to $80? Of course. You got to remember, the most important levers that you can control in your business is going to be your marketing and your sales. And the better that you get at marketing, the lower that your cost becomes and the more money that you actually get to keep. When it comes to sales, obviously the more and better that you get, the more money that you're gonna make. But marketing and sales are the most important things that you can do in your business. By the way, if you want a complete step-by-step system for scaling your wholesaling business, including the sales process, team building, and KPIs tracking that makes all of this more profitable, I have a full training on this channel. Just click on the video in the description to watch it right now. The fourth point is going to come to pain-based hook. You have basically heard me talk about this a lot of times, but basically pain-based work better than the traditional because you are calling specific pain points, you know, like inherited properties, foreclosure or falling behind on payments, divorce situation, vacant properties with high utility costs, property that needs major repairs or downsizing, or people who have elderly care situations where they need to take care of the parents or just move them somewhere else. And what's going to be very important here is if you look back at your leads, what is a motivated seller? Someone that is willing to sell at a discount because they are dealing through something in their life and they want to solve that problem. That's why they give us 30 30, 40, 50% off on properties, cuz we are trying to solve that problem. So you gotta look back and think, okay, what is the avatar and seller that I'm helping out the most? And what would I need to put in the video in order to get more of these people to talk to me? Right? So you can choose any of the categories that I mentioned and make a video where you hook specifically, call, calls out those people that are dealing through the stuff that you want to target. And you want to have a bunch of those compiled together in your ad account that you're calling out different motivation levers. That way you're actually getting people that are motivated and ready to sell rather than just a traditional broad. I'm not saying that the broad doesn't work. Yes, that's gonna get you leads and, you know, for follow-up, right? But you want to incorporate the broad top of funnel, the problem aware, like pain-based ads. Who's your ideal avatar? And then you want to call out the specific situation in the first 3 to 5 seconds of the video. And you gotta be, you know, engaging with them. If you're standing in front of a house, you know, you're maybe holding a sign or you can put headlines in your video like, hey, dealing through a divorce, we can actually help you. But the more thought you actually put in the pain-based, the more that your sellers are going to be qualified as a motivated seller. So you think if you got more motivated sellers, you'd be able to close more? Yes. And Facebook is the only platform that allows you to target those pain points than the other marketing channels. That's why I love it. Now you gotta remember, you get the hook, you get the offer or the value, and then you get the call to action. So the hook is the first 5 seconds of the video where you're calling out the ideal seller, something like, hey, Dallas homeowners, if you're dealing through foreclosure, that would be the hook, right? And then you want to have have the value. What is it that you do? How do you help them? In how long of a time? And what do they need to do, right? So for us, buying for cash is, okay, easy closing, no closing cost, no repairs. You can get a cash offer within 24 hours, and if you don't like it, you know, you don't need to take the offer, right? And then the third component is going to be the call to action. So you have the hook, the value that you provide, and the call to action, where in the end of the video you need to tell them exactly what they need to do if they want want your solution, which is, you know, click learn more to get your offer today. Or you could do get offer and you receive a call from us in order to get you your offer, right? What I want you to do is to think of 6 different hooks where you're calling out your ideal client depending on the city or the market that you are in. If you are in a local market, it's important that you call out, hey, I am buying in Dallas, Texas, right? Or Dallas, Texas homeowners. If you're doing nationwide, you want to do something like, hey, homeowners, you know, that'll be your call out. And then within the call out, you can have your hook, right? So the call out is who you're calling, and then the hook is the attention-grabbing, right? So, you know, hey homeowners, if you are looking to offload a property, you may be thinking about downsizing, or your property needs a lot of repairs, or maybe you just don't want to deal with the realtors or the headache of selling the traditional route, my name is so-and-so, and my company specializes in helping homeowners just like you who want a clean sale without the headache, paying closing costs, commission, doing the repairs or the cleaning. And we're looking to buy 5 more properties this month. All you need to do is click on the link down below and get your offer today, right? So that's an example of an ad that just came up with right now. But I want you to think 6 different hooks that each hook is a little bit different and you're calling out a specific motivation or maybe some urgency. And I want you to think of 2 to 3 core offers of what it is that you do. How do you do it? How do you help them? And something that would make them want to relate to you and work with you. And finally, I want you to think of 2 call to actions that you can tell them on how do they can get in contact with you, right? So like I said, click learn more to, you know, get your offer or click get offer in order to get in contact with us. So I want you to think of that and I want you to always be looking at this from a marketing standpoint. And if you see other ads in your market that you like, you know, you don't need to copy them, but get the stuff that you like and then come up with your own. Because the more and the better that you get at this, the better that you will get. What you want to do is if you have different hooks and different, you know, values and multiple call to actions, what you could do is you can mix and match and create 15 to 20 different variation of ads. And then you just need to test what's going to work best. But what's very important is you actually always need to have new creatives every 3 to 4 weeks. So that your cost per lead doesn't rise and that you can try new strategies in order to get better leads. Now there's something that, that's called on the ad set level, that's called the conversion goal, right? You can either choose maximize the number of leads or you can choose maximize the number of conversion leads. Now the main difference is with the conversion leads is it's going to use the algorithm that Facebook has already gotten. If you're already getting a ton of good quality leads, then usually what you want to do in each ad set within each campaign, you always want to have that on, right? But if it's a brand new account, you want to hit maximize number of leads because they're going to show it to people that are most likely to respond to it. And if your ads are pain-based, then your cost per lead is going to be very low. Now, one caveat to that is before you needed to add interest into the actual ad set. What I recommend doing right now is stay broad and let the ad and the ad copy and headline do the work for you, right? So for example, if you are targeting divorce, if you're mentioning divorce in your ad in the first 3 seconds, if your ad copy says something to the motivated sellers of distress, if you're dealing with divorce or or like Easy Sell. Now you have the ad, the ad copy, and the headline. Maybe the headline can be, hey, sell your house fast in 7 days, right? Now it's super important because Facebook is gonna mix and match all of those in order to feed it to your ideal client. Now the other point may be you're asking about, okay, should I use Instant Forms or should I use website leads? What I like to use right now are Facebook Forms within the platform because Facebook likes people, likes for people to stay within the platform. Landing pages, you know, website leads, I mean, they both work, but you just gotta choose which one you're going to try out first. I think that you can still get high quality leads by using Facebook forms because like I said, it's going to push for the person to stay on the platform and that's what Facebook wants, right? So they want to take our money to give us results. But within the form on Facebook, you can ask different questions and there's different tricks that you could do in order to get high quality lead. Now, the main things that I use, whether using a landing page or instant form, is first, if you're using forms, you will need to know, okay, how soon do you want to sell? What's the overall condition of the property where they can hit multiple answers where if it's in fair condition, they click on that multiple choice answers. But you want to know how soon they want to sell. What's the property condition? What is the occupancy of the property? Like who lives there? What are they thinking about selling? And we need to ask for the property address. Some people have trouble getting the address, but the way that we ask it on the form is what is the address of the property that you're looking to sell? And then in parenthesis, we put make sure that you fill out the complete address. Example, 123 Main Street, Dallas, Texas. 7-8-5-5, right? Because then they'll, you know, put the actual address. Now there's something else when people may say that, hey, Facebook leads are not qualified. It's basically either they were running generic ads or they don't have the SMS verification turned on. Now if you don't know what that is, is a two-factor authentication, right? Kind of like whenever you sign into one of the devices that you get a code and you put it on there and that's how you log in. Well, it's the exact same thing but within Facebook. So your seller is going to get a code to their phone number, and with that code they're going to submit their information. What this does is you make sure that you're actually getting the right phone number and that they're not getting fake numbers. Now, not everyone's going to need this from the get-go. You know, some campaigns— most campaigns were able to launch and they get quality leads from the get-go. But just know that if you turn this on, usually the cost per lead is probably going to increase 10 to 30% because you are adding more friction into the form. I would recommend for you to turn it on only if you are getting spam or fake numbers, or you can't get a reach of the sellers. But it's important that you know that you need to call them within 5 minutes. So if you are getting those two things, then do turn on the SMS verification. Otherwise, you can get away with it without turning it on and just get the feedback to see if it's actually working. Now, there's something between the lead volume and the lead quality. Now, cost per lead is not everything. Lead quality is super important because let's say that your lead quality sucks and you need 30 to 40 leads to get one contract, but let's say you're able to pay double and your leads to contract, you only need 20 to 15. I mean, in the end, the cost per deal is the most important thing, but you need to take a metric of how those two perform, right? So what you want is to have cheap leads that are high quality, and you're able to do this with Facebook. The better that you get at asking the questions, the better that your ads are, the more that you feedback the information to the Facebook algorithm. That way they keep on pushing it to the right audience. The other thing is going to come down to the fresh creative cadence. Now, the algorithm is going to reward you if you put out new ads every 3 to 4 weeks. You don't need to have new ads all the time. Usually the ads that were working before, they're going to keep on working, but you want to do is once you know that something works, you just want to do stuff that's more similar to the ads that you were running. And you want to do this on a monthly basis. So for me, I only record once a month because now I like, I know exactly what works well in my market. Then I know how to make good ads, right? Rather than having to have a ton of ads, all I need to do is once a month, I'm going to spend a whole day to thinking through ideas and actually recording whether it's video ads or making new static images. But you want to do this on a monthly basis and be able to test them. I recommend using at least 20% of your monthly budget. To test new things, uh, in order to see what's going to work. And basically, 70% of your budget should be spending things that are already working and just scale it more the more results that you actually get. When do you kill underperforming ads versus scaling the winners? So if an ad is not spending money, if you're using the campaign budget or the dynamic creative, what you want to try is if you think that the ad was actually good, you want to turn off the dynamic creative and let Facebook spend the money individually within the adset. That's going to tell you exactly if the ad actually works, because although it's machine learning, sometimes, you know, it doesn't know where to spend. And there's been times where I see my ad account and I see that it only spent on 2 ads and I'm like, okay, these ads suck, but I try them and I test them in another adset. So the ones that didn't perform, I put them in a separate adset with individual budget in the adset. And I tend to find like the ones that didn't spend money are now spending money and getting those leads. So it's important that you're able to test both. Don't just rely on one thing. Actually, the way that you win on Facebook is the more that you test, the more information that you you get and the better that the results will get. Now let's talk about the funnel creative mix. So there's 3 types of ads that you should be running. Number 1 would be the top of funnel, and think of this as the broad awareness. Think of like, we buy houses for cash, what everybody else is running. Yes, you do want to have some of those because you gotta, you gotta think of the seller's journey. I mean, there's got to be a point where they start thinking about selling. Maybe they see your ad and that's exactly when they start thinking about it. So you got to think of it as a funnel. On top you have the broad awareness awareness. The middle of the funnel will be anything that's pain-based ads, and the bottom of the funnel would be urgency-based or proof or testimonials that you want to help more people or buy more properties, right? So you want to hit each of those funnels in order to get leads at different levels of awareness, and you need to have all of them. That way you can constantly get good results. So you may be thinking, hey Fidel, okay, I'm running my ads. How do I know if something is working? The main things that I take a at would be, okay, what is my cost per lead and what is my link-to-click ratio? Now, the link-click, whenever you go into your ad account, you're able to see how many link clicks you are getting. So for example, if you got 10 leads and you got 50 link clicks, that means that you are basically getting a lead for every 10 link clicks. A campaign that's performing well, you want to be at 5 link clicks or less if a campaign is optimized. Now, the higher that it is, that means That something is not working well within your market. It may be that the ad is not good, the ad copy, they can't relate to the ad copy, or maybe the headline is just way too niche. After you take a look at all those things, you want to diagnose and see exactly how to make that better. For example, the ad copy may not be good. What you want to do is make a brand new ad set and change the ad copy and see if that brings you better results. If it's the headline, you want to do the same thing. But if you take a look into your cost per lead and link-to-click ratio, ratio, that's going to be very important. And then the third point is going to be what is the quality of the people that you're talking to? Are they actually motivated and ready to sell? You know, how soon they want to— are they wanting to sell? Are they actually going to sell? They're just curious about an offer. These are things that you need to keep in mind in order to just keep on diagnosing and just keep on getting better. So to summarize all of it, you want to have one campaign with the Advantage campaign budget on. You want to spend anywhere from $50 to $100 with all the things that I mentioned, you want to have one ad set with the dynamic creative, maximize the number of leads. If it's a brand new ad account, you want to have 3 to 4 founder-led videos that you're calling about— that you're talking about different pain-based, uh, ads. You want to have 2 to 3 ad copy variations that match each of the ad angles that can still be applied to all of the, the ads. You want to have instant forms with strategic qualification questions. And I'm going to throw a bonus: if you are getting a ton of listed properties, there's something that's called the conditional logic where if they click that the property is listed, they can't submit. So if you turn on, you're going to get more qualified leads. And the more of the leads that you actually want that you are getting, you're basically feeding Facebook and telling them, hey, this is the type of lead that I want. So later on, the campaign is going to be smarter. Now you got to be able to reverse engineer what your monthly revenue goal is, and you got to be able to break it down by leads per week. So for example, for me, if I want to make $150,000 to $200,000, I know that I need 40 to 60 leads on a weekly basis. I know that I'm okay paying $20 to $40 $1,000, cuz that's my average cost per lead. I know that I'm in one contract for every 20 to 25 leads just based on my sales skills and my team sales skills. So that is my metric and golden standard. So you need to have your own. If you're not hitting those numbers, something may be wrong with your sales process. And you want to be at 3 to 4 offers per contract. And to bring it all down, this gets us cost per deal of around $1,000 to $1,500 while spending only $6 to, you know, $8 grand per month and making more than $100,000 per month. Our average profit per deal is $17 to $20,000. And if you compare this to the agency model where you are paying $3,000 to $5,000 per contract and you're paying $2,000 in management fee, you're paying pretty penny per closed deal. Where if you learn how to do this yourself, your cost per contract can be around $1,000 or sub-$2,000. You get to profit the difference. And what would that do to help you scale? You're way more efficient and you have way higher margins. So here's the One more thing. This video only covered Facebook ads side of the equation. The ads get you leads, but that's just step one. You still need a sales process to convert those leads into contract. You need to have the team structure to handle the volume and the KPIs to track what exactly is working. And you also need to know the disposition strategies to actually get these deals closed and make money. Cuz if you get leads and you get contracts, but you can't close them, you don't make money. That is why I put together a complete free course that walks you through the entire system from A to Z, from running the ads, to the lead qualification, to the sales scripts and motivation, to the discovery process, to building your team, tracking the right numbers, and getting deals under contract and sold for maximum profit. It's everything you need to scale your wholesaling business to $150K+ per month with a lean operation. So if you want to see the full picture and get the complete blueprint, click on the video on the screen right now and watch the free course. And if you got value from this video, make sure that you subscribe to the channel because I'm dropping wholesale real estate and Facebook ads content every single week. So I'll catch you on the next one. Thank you.