Meta & Instagram Ads for Property & Real Estate
Property sits in Meta's housing category. Declaring it removes age, gender and interest targeting, which is why so many property campaigns underperform — they were built as though normal rules applied.
What actually works in this sector
The creative does the qualifying
Town, property type and price in the first line. The wrong people scroll past without registering it.
Vendors are worth more than buyers
Buyer enquiries are cheap and plentiful. Instructions are scarce, and that's where the money is.
Advertise the valuation
For agencies the offer isn't a property, it's a reason to get in touch before they're ready to list.
Follow up for months
Someone requesting a valuation may sell in nine months. Keep them warm.
Worth knowing before you advertise
Housing is a special ad category and must be declared. Returns figures need a clear basis, and nothing may suggest capital is safe.
Worth reading: Meta & Instagram ads for estate agents and property →
Run a property & real estate business?
Tell us about it and we'll come back with what we'd run and what it would cost.