In this comprehensive analysis, we delve into the ongoing debate surrounding Facebook Business’s pay-to-play model, and its implications for real estate professionals. Despite the perceived decline in organic reach, we argue that Facebook Business remains an invaluable tool for agents and brokers. We offer practical strategies to maximize visibility and engagement, highlight the benefits of paid advertisements, and discuss how features like Meta Business Suite can help navigate the changes. Read on to demystify the complexities and discover how to leverage Facebook Business to its fullest potential for your real estate practice.