Short answer: Real estate ads on Facebook and Instagram can bring steady buyer, renter and seller leads, but in many countries, including the US, they must run under the Housing special ad category, which limits targeting by age, gender and postcode. Focus on a specific offer such as a property tour, a price list or a free home valuation, use video walkthroughs and carousels, add qualifying questions to your forms, and follow up within minutes.
Special ad category rules
In the US and several other countries, ads for selling or renting homes, mortgages and home insurance must use the Housing special ad category. This means:
- No targeting by age, gender or detailed postcode
- Location targeting must cover a minimum radius
- Some detailed targeting and lookalike options are limited
Check the rules for each country you advertise in. In markets where the category is not required, it is still wise to avoid discriminatory targeting.
Offers that work
| Audience | Offer |
|---|---|
| Buyers | Property tour, price list, floor plans, new launch details |
| Renters | Available units this month, virtual tour |
| Sellers | Free home valuation, market report for their area |
| Investors | Rental yield guide, project brochure |
Creative that works
- Video walkthroughs filmed on a phone, with the agent talking
- Carousels with one room or feature per card
- Location benefits: schools, transport, shops nearby
- Clear price or price range, which filters out poor fit leads
Improve lead quality
- Use Instant Forms with higher intent settings or a landing page
- Ask qualifying questions: budget, timeline, preferred area, financing
- Show the price range in the ad
- Send lead data to your CRM and mark which leads are qualified
- Call or message within minutes, because property leads often contact several agents
Retargeting
Retarget people who watched most of a video tour, opened a form but did not submit, or visited listing pages. Show them new listings, open house dates or testimonials from past clients.
Measure what matters
Track cost per lead, cost per qualified lead, viewings booked and deals closed. A lead form that brings fewer but better leads is usually worth more.
Frequently asked questions
Do Facebook ads work for real estate?
What is the Housing special ad category?
Can I target by age or postcode for real estate ads?
How do I get better quality real estate leads?
Which ad format works best for property?
Who can run Facebook ads for my real estate business?
Want better property leads?
I can set up compliant campaigns with lead qualification. See my Meta Ads management service or request a free ads audit. Also read Low Quality Facebook Leads? 5 Fixes and Facebook carousel ads.