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17 minute read

If your real estate agency uses Facebook and/or Instagram (let’s face it, who doesn’t!), you should undoubtedly be using Meta Business Manager (formerly Facebook Business Manager). As part of the Meta Business Suite, this essential tool centralises, organises, and secures your Facebook business assets, catering to teams of any size.

We have had countless interactions with marketing teams within real estate businesses who have found a messy web of Facebook/Instagram accounts or old Business Manager accounts that were created by former staff, which can no longer be accessed. So they go and create a new Business Manager and Facebook Page, only making matters worse.

Don’t let uncertainty hold you back from setting up Business Manager. This comprehensive tutorial will guide you through 10 simple steps, covering everything from account creation to launching your first ad campaign. We’ll delve into what Meta Business Manager is, who can benefit from an account, and how to set one up for your real estate agency (or retrieve access to an old Business Manager… potentially!).

What is Meta Business Manager (formerly Facebook Business Manager)?

Meta Business Manager, previously known as Facebook Business Manager, is an invaluable and free platform tailored to help you effectively manage and organise your estate agency’s presence on Facebook and Instagram. Meta describes Business Manager as a tool that “assists advertisers in seamlessly integrating Facebook marketing efforts across their business and with external partners.”

At its core, it’s a central dashboard designed to streamline all of your Facebook and Instagram marketing and advertising endeavours for your estate agency. Moreover, it enables you to control multiple users’ access to your Facebook page and assets, as well as additional resources such as your Instagram account and property catalogues.

Here are some standout features of Business Manager:

  • It provides a unified location to monitor Facebook and Instagram ads, offering comprehensive reports that reveal your ads’ performance.
  • It permits you to grant vendors, partners, and agencies access to your pages and ads without relinquishing ownership of the assets.
  • It keeps your business activities separate from your personal profile, eliminating worries about posting in the wrong place (and preventing distractions from cat videos when you’re focusing on work).

If you’re still contemplating whether a Meta Business Manager account is the right fit for your estate agency, let’s explore who should use it and why.

Why should your estate agency create a Meta Business Manager account?

There are several circumstances in which your estate agency would benefit from having a Meta Business Manager account. Here are a few compelling reasons to create one:

  • You’re a brand social media manager: If you’re a social media manager or another marketing team member at an estate agency, Meta Business Manager is an indispensable tool. Business Manager simplifies the process for multiple people to access and manage your Facebook or Instagram business pages.
  • You’re an estate agent or agency owner: Apart from helping you organise and manage your estate agency, Business Manager distinctly separates your brand from your personal account. Your audience will only see your professional Facebook information, associating your brand with the details you choose to share, such as your name, work email, and Pages and ad accounts.
  • You manage multiple assets or accounts: If you’re handling various Facebook or Instagram assets, like Facebook Pages, ad accounts, or apps for your estate agency, a centralised platform streamlines organisation.
  • You collaborate with external vendors: Do you work alongside a marketing agency or freelance social media manager to create, run, or manage your Facebook Pages or ads? Meta Business Manager simplifies granting access to external team members while ensuring your estate agency retains ownership of all assets.

If any of these situations resonate with you, let’s delve into setting up your Meta Business Manager account.

How to set up Meta Business Manager for your estate agency in 10 easy steps

Before diving into creating your Meta Business Manager account, take note of these essential requirements:

  • You must have a personal Facebook account to create a Facebook Business Manager account. Your personal account serves as a means to log in and verify your identity.
  • You can create a maximum of two Business Manager accounts.

With these requirements checked off, let’s explore the steps to set up your Meta Business Manager account for your estate agency.

WAIT! Before you get started…

Do you already have a Business Manager account set up? DO NOT create another one… yet. Creating multiple Business Manager accounts is not recommended. 

Check first to see if your business already has a Business Manager account and request that you be added to it. If you already have a Business Manager set up, it’s likely that your marketing team, office manager or an agent in the office created it.

Here’s how you can check if you already have a Business Manager account set up (you will need to be an Admin of your company’s Facebook Page to do this):

  1. Log into Facebook and ensure you have ‘switched’ to your Company Page
  2. Visit Settings > New Pages Experience > Page Access (or go to https://www.facebook.com/settings/?tab=profile_access)
  3. If a Business Account is assigned as the owner of your Page, it’s likely that you already have a Business Manager account set up

Your Facebook Page can only be owned by one (1) Business Manager account. If you discover, by following these steps above, that your Page is already owned by a Business Manager account, you cannot claim the Page in another Business Manager account.

  • If there is a Business Manager account already set up and your business owns this account, request that an admin adds you to it. You might need to ask around the office to see if anyone has access to the Business Manager in question. You/they can visit https://business.facebook.com/select/ to see who (if anyone) in the business can see the Business Manager tied to their Facebook profile.
  • If there is a Business Manager account already set up and another business owns the account (perhaps a marketing consultant you once worked with), request that your Page is ‘released’ from their Business Manager so you can add it to yours.

What happens if we discover there is a Business Manager account already set up and it was created by a former staff member?

This is a tricky one.

We’d recommend reaching out to that person as a first step and asking that you be added as an administrator on the account. Without getting into the legal aspects, there is no reason for this person to have access to a Business Manager account associated to your business if they no longer work there.

If this doesn’t work, your next step is to contact Facebook Business Support -> https://www.facebook.com/metasupportpros/. There is a Messenger Chat option on their Page to reach out to Meta’s support team. Please note, however, the response time and experience may differ from case to case and Meta is notorious for slow response times.

If you reach out to Meta’s support team, we’d recommend that you have the following information first:

  • The Business Account ID (which can be obtained in the steps above, under Business Account access in your Page Settings > Page Access)
  • The Facebook Page URL which is owned by the Business Manager account
  • (If possible) Receipts from Facebook Ads/Boosted Posts that ran inside an Ad Account, tied to that Business Manager account

Armed with this information, we’d recommend stating that “A staff member who created our Business Manager account no longer works for our business and we cannot access the Business Manager account.”

You should also request to be added to the Business Manager account so you can gain access to the account that is tied to your business.

Meta support may request some additional information, including (but not limited to) signed documents from the owner of your business, copies of drivers licences and other material to verify your identity.

Please keep in mind that this process can take some time (weeks, even months). But for business continuity and security purposes, we’d recommend exhausting this option before continuing with the next steps of creating a new Business Manager, Facebook Page, Ad Account etc.

Step 1. Create your Business Manager account

  1. Visit business.facebook.com. You can log in using your existing Facebook or Instagram account or create a new one.

The initial screen at business.facebook.com prompts you to log in with Facebook or Instagram and outlines the capabilities of a Business Manager account: managing your pages, accounts, and business assets; creating and managing ads; and tracking your performance.

  1. To establish your business account in Business Manager, input your estate agency’s name and account name. You’ll also need to provide your name and business email to authenticate the account. Click ‘Submit’ to create your account.

When setting up your business account in Business Manager, it’s necessary to enter your estate agency’s name, account name, your name, and your business email.

  1. Check your email for a message with the subject line “Confirm your business email.” Within the message, click ‘Confirm Now.’
  2. After confirming your account, proceed to add your estate agency’s details. This information encompasses your agency’s legal name, address, phone number, and website.

Step 2. Add your Facebook Business Page(s)

In this step, you have a couple of different options. You can add an existing Facebook business page for your estate agency or create a new one. If you manage Facebook pages for other agencies or businesses, you can also request access to someone else’s page.

This distinction is crucial. While you can use Business Manager to oversee Facebook pages and ad accounts for agents within your business, it’s essential to use the ‘Request Access’ option rather than the ‘Add Page’ option. If you add your staff’s/agent’s pages and ad accounts to your Business Manager, they will have limited access to their own business assets, which could make things a little awkward for you.

For the purposes of this post, we’ll assume you’re managing only your estate agency’s assets rather than the agents within your business, so we won’t delve into the ‘Request Access’ process. However, remember to consider this difference.

To add your Facebook page to Facebook Business Manager:

1. From the Business Manager menu, click Business assets. Click Pages, then select the blue button that says Add Pages.

2. Next, you’ll be asked to choose between a few options. You can either create a new Facebook Page, claim an existing Facebook Page, or request to share a Facebook Page.

3. After you’ve selected Claim an existing Facebook Page, start typing the name of your Facebook business page in the text box. Your business page name should autocomplete below, so you can just click on it. Assuming you have administrator access to the page you’re trying to add, your request will be approved automatically.

Step 3. Add your Facebook ad account(s)

Keep in mind that once you add your ad account to Facebook Business Manager, you cannot remove it. Therefore, it’s crucial to add only the accounts you own. To access a client account, click ‘Request Access’ instead.

If you’re already using Facebook ads for your estate agency, you can link your existing ad account as follows:

  1. From the Business Manager dashboard, click ‘Add Ad Account’.
  2. Click ‘Add Ad Account’ again.
  3. Lastly, enter the ad account ID, which you can find in Ads Manager.

If you haven’t already set up a Facebook ads account for your estate agency, the process of adding an ad account is similar to adding a Page.

  1. From the Business Manager menu, select ‘Business Assets’. Once there, click on the blue button in the right-hand corner that says ‘Add Assets’.

  1. You’ll see several drop-down options to choose from. Select ‘Advertising’, then select ‘Ad account’.

  1. Select ‘Create a new ad account’. Enter the details for the ad account you want to create. These details include the ad account name, your time zone, and the currency in which you’ll pay for your ads.

Step 4. Add people to help you manage your Facebook assets

Managing your Facebook marketing can be a significant task, and you may not want to do it alone. Business Manager allows you to add team members so you can have an entire group of people working on your Facebook business page and ad campaigns.

Before you add people to your account, take note of the access options you can assign.

Facebook offers three levels of access:

  • Full control: Formerly called the “business admin,” this role has total control over the account’s settings, business assets, tools, and people. People with full control can also delete the account. This role is best for estate agency owners.
  • Partial access: Best for marketing team members or external vendors, people with partial access can only work on tasks and business assets assigned to them.
  • Advanced options: Adding this option to a role allows people to work on assigned tasks in addition to the access they have with full control or partial access. This role is meant for people who may need access to financial information (previously the finance editor or finance analyst roles).

Once you know which roles are available, here’s how to set up your team.

  1. From the Business Manager menu, select People. Once there, click on the blue button in the right-hand corner that says Add People.
  2. Enter the business email address of a team member you want to add. This might include employees, freelance contractors, or business partners. In this step, you are specifically adding individuals rather than an agency or another business (you can do that in the next step).

  1. Next, select the access you want to give them.

You can decide whether to give these individuals basic account access (choose Partial access) or full access (choose Full control).

Note: Facebook recommends limiting full control to only a few people. We recommend that only the business owner/principal has full control to avoid circumstances like we mentioned earlier.

You can get more specific in the next stage. Make sure to add people using their work email addresses. Then click Next.

  1. Next, select which business assets you want to give that person access to.

The dropdown menu will display all of the Facebook Pages and Instagram accounts under your business account.

  1. Review your invitations and manage team members as needed.

Once you’ve added team members, you can review the invitation before sending it to them. After they confirm, they will have the designated access to your business assets.

Keep in mind that a Facebook ad account can only have up to 25 people associated with it. If someone with access leaves your company or changes roles, you can revoke their permissions. To manage team members, follow these steps:

  • From your Business Manager dashboard, click People in the left menu.
  • Click on the name of the appropriate person.
  • To edit a person’s role or remove them from your team, click the three dots in the right corner.
  • Select whether you want to edit their account info, edit their business permissions, or remove them from the business account.

Step 5 (optional): Connect your business partners or marketing agency

This might not apply to you if you’re just getting started with Facebook advertising, but you can always come back to this step later.

  1. From your Business Manager dashboard, click Business Settings in the left menu.
  2. In the left menu, click Partners. Under Partner to share assets with, click Add.

  1. In the left menu, click Partners. Under Partner to share assets with, click Add.

The business you’ve just added can manage permissions for the individuals on their own teams from their own Facebook Business Manager account. That means you don’t need to worry about assigning and managing permissions for all the individual people who service your account at your agency or partner company, just the partner company itself.

Step 6: Add your Instagram account

Now that you’ve got your Facebook assets set up, you can connect your Instagram account to Meta Business Manager as well.

1. From your Business Manager dashboard, click Business Settings.

2. In the left column, click Instagram accounts, then click Add. In the pop-up box, enter your Instagram login information and click Log In to connect your account.

Step 7: Set up Facebook Pixels

What’s a Facebook Pixel?

Put simply, it’s a small piece of code that Facebook generates for you. When you place this code on your website, it gives you access to information that will allow you to track conversions, optimise Facebook ads, build targeted audiences for your ads, and remarket to potential clients.

You can only target website visitors from the moment your pixel is installed so we recommend setting up your Facebook pixel right away, even if you’re not ready to start your first ad campaign yet. The information it provides now will be valuable when you are ready to start advertising.

1. From your Business Manager dashboard, click Business Settings.

2. In the left column, expand the Data Sources menu and click Pixels, then click Add.

3. Enter a name (up to 50 characters) for your pixel i.e. Your Company Name’s Pixel.

Enter your website so Facebook can provide the best recommendations for how to set up your pixel, then click Continue. When you click Continue, you are agreeing to the Pixel terms and conditions, so you should read those before you go any further.

4. Click Set up the Pixel Now.

5. Follow the detailed instructions in Meta’s Facebook pixel guide to get the pixel set up on your website and start collecting data.

You can create up to 100 pixels with your Meta Business Manager account.

Step 8. Increase security on your account

One of the advantages of using Meta Business Manager is that it offers extra security for all of your business assets. From all of the Business Manager accounts we’ve seen, roughly only 10% have had Two-Factor Authentication turned on.

1. From the Business Manager dashboard, click Business Settings.

2. In the left menu, click Security Center.

3. Set up two-factor authentication. Setting it as required for Everyone offers the highest security.

Step 9: Place your first Ad!

Follow our step-by-step guide for creating Facebook Ads or check out our Facebook Ads Masterclass – a 4-part on-demand video course for creating a comprehensive social media advertising strategy, including retargeting and tips for optimising your website.

Business Manager FAQ’s

Can I use Meta Business Manager for Instagram marketing?

Yes, you can use Meta Business Manager to manage your Instagram business account, as well as your Facebook business account. This allows you to easily create and manage ads on both platforms, and track their performance from one central dashboard.

How do I give access to someone to manage my Facebook page?

To give someone access to your Facebook page, go to your Business Manager dashboard and select the page you want to share. Click on “Assign Partners” and enter the email address of the person you want to give access to. You can choose to give them partial access or full control, depending on the level of permission you want to grant.

What are the benefits of using Meta Business Manager?

Meta Business Manager provides several benefits for businesses using Facebook and Instagram for marketing. It allows you to manage multiple pages and ad accounts from one central dashboard, control user access to your assets, and provides detailed reports on ad performance. It also helps keep your business and personal accounts separate, reducing the risk of accidental posts or distractions.

Can I use Meta Business Manager for multiple businesses/offices?

Yes, you can use Meta Business Manager to manage multiple businesses, as long as you have permission to do so. You can switch between business accounts from your dashboard, and assign team members to specific businesses as needed. However, note that you can only create up to two Business Manager accounts per Facebook account.

Is there a cost to use Meta Business Manager?

No, there is no cost to use Meta Business Manager. It is a free platform (currently, at least!).


No social media strategy is complete without a lead-generation-focused website.

Stepps is the leading provider of custom real estate websites in Australia. We design and build website platforms for real estate businesses and organisations with a desire for innovation and lead generation and we provide digital marketing services (including guidance and support for Meta Business Manager!) exclusively to our website clients.

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