Short answer
For real estate, build the ad for leads, not likes: an instant form or a call, shown to people in and around the area you sell in. Show the actual property (photos or a short walkthrough video), the price range and the location, and call every enquiry back quickly. Check whether Meta's housing rules apply in your country before you set the audience.
What the ad should do
Most agents and builders want enquiries they can call. A lead-form ad keeps people inside Facebook or Instagram, so it gets more enquiries; a few extra questions on the form (budget, when they plan to buy) cut down time-wasters.
Builders launching a project often run two stages: a wide ad to people in the city who may be looking, then a follow-up ad to people who watched the video or opened the form.
Who to show it to
- People in the city or micro-markets near the project, plus the areas buyers usually move from.
- For rentals, a tighter area around the property.
- Let Meta find buyers from the results rather than stacking many interests; a clear ad does more of the targeting than the settings do.
Ad ideas that work
- A 20–30 second walkthrough video of the flat, with the price range and area in the first line of text.
- A carousel of floor plan, living room, view and amenities.
- A “site visit this weekend” ad with a booking form.
- For agents: “3 flats under your budget in <area> this week”.
Rules to know
- In some countries, including the US, Meta treats housing ads as a special ad category with limited targeting by age, gender and postcode. Check Meta's advertising policies for your country.
- Show real photos of the property; do not promise returns on investment.
How SocialMetis helps
SocialMetis studies your business, the words people search for and similar businesses near you, then drafts the goal, the audience, the area, the daily budget, the text and the pictures. You approve it, and it runs on your own Facebook Page, Instagram account and ad account.
Enquiries from the form land in one list in the app, so you can call new ones first. For more on formats, read lead forms vs WhatsApp vs landing pages.
Questions people ask
Are Facebook ads good for real estate?
Yes, for getting enquiries from people in a specific area. They work best with real photos or video, a clear price range, and someone who calls the lead back quickly.
Why are many real estate leads from Facebook not serious?
Instant forms are easy to fill in by mistake. Add one or two qualifying questions, show the price range in the ad, and call quickly; a lead called within minutes is far more likely to pick up than one called the next day.
Should I use lead forms or a website for property ads?
Lead forms usually bring more enquiries at a lower cost; a website suits premium projects where buyers need more detail before they enquire.