Meta's Housing Special Ad Category strips away zip-code precision, age bands, and lookalikes. Most real estate advertisers respond by boosting listing photos into a broad void and calling the leads junk. The fix is qualification built into creative and funnel: ads that self-select serious buyers before the form, and follow-up fast enough to catch them.
Four patterns from land, new-construction, and brokerage accounts.
Housing ads lose fine-grained geo, age, and lookalike audiences. That is not negotiable, so precision has to move into the message: price points, financing terms, and location specifics in the creative do the qualifying that targeting no longer can.
A pretty listing photo plus an instant form generates volume that goes nowhere. Qualifying friction, budget questions, timeline selectors, and financing checkboxes cut volume and multiply close rates. The math favors fewer, better leads.
Real estate leads answer when contact happens within minutes, not days. We wire instant lead delivery to your CRM or phone and build the retargeting sequence for the ones who do not pick up.
Listing carousels blend together. What stops the scroll: monthly-payment math, owner-financing terms, lot walkthrough videos, build-progress updates. Specificity that makes the right buyer stop and the wrong one keep scrolling.
The portfolio system, adapted to Special Ad Category constraints and lead-to-close economics.
Special Ad Category campaigns structured for broad-but-smart delivery: radius strategy, creative-led qualification, budget split between inventory pushes and evergreen pipeline.
Price-forward statics, financing-term hooks, walkthrough video, build updates. The ad does the qualifying the targeting cannot.
Instant forms with qualifying friction tested against landing pages. Retargeting sequenced from view to inquiry. Optimization on qualified conversations, not raw submits.
Instant lead routing to CRM and phone, offline conversion uploads when deals close, cost-per-appointment and cost-per-contract reporting.
Yes, but not with audience settings. Meta removes fine geo, age, and lookalikes for housing ads, so qualification moves into the creative and the form. Price points and terms in the ad self-select serious buyers better than a zip code ever did.
Usually because the funnel is optimized for volume: an instant form with no friction attached to a listing photo. Add budget and timeline qualifiers, put the price in the ad, and contact leads within minutes. Volume drops, closings rise.
Yes. Land and new-construction offers actually perform well on Meta because financing terms and lot specifics make strong creative hooks. The compliance rules are the same; the angle library differs.
A flat monthly fee starting at $1,500, published on the pricing page. Ad spend is separate and paid directly to Meta.
Live within 7 days of signing, including Special Ad Category setup, tracking, and the first creative batch.
Thirty minutes. We’ll review your current campaigns, lead quality, and follow-up speed, then show you the exact structure we’d run for your inventory.