Real estate ads on Facebook that follow the housing rules
Facebook and Instagram are where buyers, sellers and renters scroll every day. Real estate ads there also run under special rules. We build campaigns that reach the right people inside those rules and judge them on leads that turn into clients.
What's different here
Real estate ads on Meta run in its Special Ad Category for housing, which exists to support fair housing laws. That category limits targeting by age, gender and ZIP code and removes some detailed targeting options. Many agents find their old targeting no longer works and assume Facebook ads don't. They still can, but the work shifts. Creative and offers do more of the targeting: listing videos, neighborhood guides, home valuation offers for sellers and market updates that speak to a specific kind of buyer. Location targeting uses broader areas, and retargeting reaches people who already visited your listings or site. Leads go straight to a fast follow-up process, because real estate leads often go cold quickly. We track every lead from first click to appointment, so budget goes to the ads that bring real conversations.
Trusted by teams at
What social media looks like for brokerages, property managers and proptech platforms.
These are the plays that wouldn't appear on a generic social media page. They only make sense in real estate & proptech.
Housing-category setup
Campaigns built in Meta's housing category from the start, with targeting and copy that follow fair housing rules.
Offer-led creative
Listing videos, home valuation offers, neighborhood guides and market updates that attract the buyers and sellers you want.
Retargeting your visitors
Ads that follow up with people who viewed your listings or site, keeping you in front of them while they decide.
Fast lead follow-up
Leads routed instantly to your CRM or phone with text and email follow-up, tracked through to appointments.
What holds brokerages, property managers and proptech platforms back
Portals own your demand
A large share of inquiry arrives through listing portals that charge for access to customers who are, in effect, theirs. Every year that dependency deepens, the negotiating position weakens, and the cost per lead rises regardless of what you do.
Vacancy cost is invisible
The cost of an empty unit (vacant days, turnover, re-leasing fees and the discount to fill it fast) sits in operations, while the marketing budget sits in acquisition. The two numbers rarely appear on the same page, so retention never wins the argument.
Local search across many locations
Multi-office brokerages and multi-site managers compete in dozens of local results simultaneously. Most run one generic site and a set of near-identical location pages that rank for nothing, which is a structural problem, not a content problem.
The transaction cycle outlasts the attribution window
Someone browsing today may transact in eighteen months. Any measurement built on a ninety-day window will conclude that brand and content do nothing, and the budget will move accordingly.
Same rigor, applied here.
The full social media scope and process are identical whoever the client is. What changes for real estate & proptech is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit & positioning — Weeks 1–2
- 02Build the system — Weeks 2–3
- 03Produce & publish — Ongoing
- 04Engage & grow — Daily
- 05Analyze & double down — Monthly
Real Estate & PropTech results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Presence
Brands needing consistent, quality output.
Scoped to your brief
- 2 platforms managed
- 16 posts/month
- Content calendar & scheduling
- Basic community management
- Monthly reporting
Growth
Brands treating social as a real acquisition channel.
Scoped to your brief
- 4 platforms managed
- 40 posts/month incl. short-form video
- Daily community management
- Creator partnerships (2/mo)
- Social listening & trend response
- Lead magnet & funnel build
- Dedicated social strategist
Authority
Category leaders and executive brand building.
Scoped to your brief
- Unlimited platforms
- Daily publishing cadence
- Executive / founder brand program
- Full creator program management
- Crisis & reputation monitoring
- Dedicated content squad
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
Real Estate & PropTech questions, answered straight.
The rules removed the narrow targeting many agents relied on, so the old playbook stopped working. Campaigns built for the housing category lean on creative, offers, broader locations and retargeting instead. Judged on appointments, not cheap form fills, they can still pay off.
Other services for brokerages, property managers and proptech platforms
Let's talk about your growth constraint.
Facebook and Instagram are where buyers, sellers and renters scroll every day. Real estate ads there also run under special rules. We build campaigns that reach the right people inside those rules and judge them on leads that turn into clients.
Our commitment: First month is scoped as a paid pilot. If you're not happy with the content quality, we refund it in full.