Property advertising that works within housing ad rules
Search, social and lead generation campaigns for developers, estate agencies and letting businesses, built for the targeting limits that apply to housing ads and judged on enquiry quality.
Real Estate marketing: an overview
Real estate advertising is restricted in ways many marketers do not expect. On Meta, ads about buying, selling or renting homes must run under the housing special ad category, which removes age, gender and postcode targeting and limits detailed audiences. Google applies its personalised advertising policy to housing in some countries, such as the US, so ads cannot be targeted by age, gender, parental status, marital status or postcode there. These rules exist to prevent discrimination, and they change how campaigns are built.
We plan property campaigns that work inside those limits. On Google, search campaigns capture people looking for homes, developments and agents in specific areas. On Meta, creative does more of the targeting work: a video tour of a family home, a first-time buyer guide or a rental listing attracts the right people without restricted audience options. Lead forms, call tracking and CRM integration then show which campaigns produce viewings and valuations, not just enquiries.
Property buyers and renters search by location, price and property type, often over months. They browse listing portals, follow developments on social media, watch video tours and compare mortgage options. Sellers search for valuations and local agents. Investors look for yield, location data and off-plan opportunities. Most people contact several agents or developers at once, so speed of response and quality of information decide who wins the enquiry. Decisions are large and emotional, and trust matters more than urgency.
Advertising challenges in Real Estate
Restricted targeting for housing ads
Meta's housing special ad category removes targeting by age, gender and postcode, sets a minimum location radius and limits detailed audiences. Running housing ads outside the category can lead to rejected ads or account restrictions. Campaigns must be declared correctly and rely on creative, location and first-party engagement to reach suitable buyers or tenants.
High volumes of low-quality enquiries
Instant lead forms make it easy to submit details, so many leads never answer the phone or are not ready to move. Without qualifying questions, call tracking and CRM feedback, campaigns optimise for volume. Forms need a little friction, response times need to be fast, and lead status needs to flow back to the ad platforms.
Listings that change constantly
Properties sell, prices change and new units launch, so ads can quickly point to listings that are no longer available. Static campaigns waste spend and frustrate enquirers. Ads should be structured by development, area or property type, with landing pages and feeds that update when stock changes.
Recommended platforms
Google Ads
Search ads reach people looking for homes, developments, valuations or agents in a named area, within Google's housing personalisation rules where they apply.
Meta Ads
Facebook and Instagram suit video tours and development launches, run under the housing special ad category with creative doing most of the targeting.
Lead Generation
Lead forms, call tracking, qualifying questions and CRM integration help agents focus on enquiries that turn into viewings and instructions.
Remarketing
Retargeting visitors who viewed listings or brochures keeps a development in front of people during a long decision, within each platform's housing policy.
Creative requirements
- Walk-through video tours filmed in portrait for social placements
- Neighbourhood guides covering transport, schools and amenities
- Development launch creative with floor plans and availability
- Valuation offers for homeowners thinking about selling
- Clear pricing and tenure information to filter casual enquiries
Targeting strategy
- Location targeting within the radius limits each platform allows
- Search keywords by area, property type and buyer intent
- Retargeting of listing, brochure and floor plan viewers
- CRM lists for previous enquirers, subject to housing policy rules
- Creative themes that attract buyers, renters or investors
The conversion funnel
Awareness
Video tours, area guides and development launches on Meta and YouTube introduce properties to people in and around the target location.
Consideration
Brochure downloads, floor plans and retargeting with new listings keep a property or development in mind during a long search.
Conversion
Search ads and qualified lead forms turn interest into viewings, valuations and calls, tracked through to the CRM.
Retention
Email updates on new listings, market reports and referral requests keep past clients engaged for their next move.
What we report
- Cost per qualified enquiry
- Enquiry to viewing rate by campaign
- Valuation requests from paid traffic
- Call volume and answered call rate
- Lead response time
- Enquiries by development or area
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Frequently asked questions
What is the housing special ad category on Meta?
It is a required setting for ads about buying, selling, renting or financing homes. Under it, Meta removes targeting by age, gender and postcode, uses a minimum location radius and limits detailed targeting options. The aim is to prevent discriminatory advertising. We declare property campaigns correctly and rely on location, creative and engagement to reach the right people.
Does Google restrict housing ads?
Yes, in some countries. In the US, for example, Google's personalised advertising policy prevents housing ads from targeting or excluding people by age, gender, parental status, marital status or postcode. Search campaigns still work well because they respond to what people type. We check the rules for each market you advertise in before setting up audiences.
How do you improve the quality of property leads?
We add qualifying questions to forms, track calls, and send lead outcomes from your CRM back to Google and Meta. That teaches the platforms to favour people who book viewings rather than those who only submit a form. We also review response times, because slow follow-up loses good enquiries regardless of how they were generated.
Can you advertise new developments and off-plan projects?
Yes. Development campaigns usually combine a launch phase on Meta and YouTube with search campaigns for the area and development name. Creative shows plans, location benefits and availability, and lead forms capture buyers or investors for your sales team. Claims about returns or yields need careful wording and should be checked by your compliance adviser.