Meta Ads to sell your properties: detailed strategy

sell with meta ads

Goal: get listings and qualified buyers, not just clicks

To sell a property via Meta (Facebook/Instagram), the challenge isn’t to buy visibility: it’s to orchestrate a complete strategy that turns attention into measurable actions (getting in touch, requesting a viewing, a valuation, submitting an application file). An effective campaign relies on three pillars: (1) a clear and credible offer, (2) targeting and messaging tailored to each stage of the journey, (3) a measurement and optimization setup that informs decisions.

In practical terms, you need to think of your acquisition as a funnel: attract, qualify, convert, then follow up. Meta is particularly strong at demand generation (and follow-up) thanks to its immersive formats, its optimization algorithm, and its behavior-based audiences. Provided you structure your campaigns like a real machine rather than as one-off boosts.

Prepare the groundwork: offer, landing pages, and tracking

Build a proposition that triggers action

Before you even talk about targeting, make sure your message answers a simple question: Why should I contact you now?. In real estate, the angles that often work best are: a selection of properties matching strong demand (1–2 bed/2–3 bed, family home, investment), a concrete advantage (virtual tour, complete file, quick availability), or a service promise (financing support, free valuation, premium distribution).

Create a landing page (or a form) that converts

Sending people to a generic Our listings page dilutes intent. Ideally, create one page per campaign or per property type: one property, one neighborhood, one price range, or one development. The page should get straight to the point: photos/videos, key strengths, location (without revealing everything if you want to filter), trust elements, and a single CTA (request a viewing, receive the file, be called back).

Set up reliable measurement (essential)

Without tracking, you’re running on intuition. Install the Meta Pixel properly, set up the Conversions API if possible, and define useful events: listing view, phone click, form submit, appointment booking. Then tie your campaigns to measurable goals (CPL, cost per viewing request, cost per listing mandate, etc.). To structure your management, you can rely on marketing KPIs to track for your agency and build a simple but actionable dashboard.

Choose the right Meta campaign architecture (recommended structure)

1) Discovery Campaigns: feed the algorithm and capture latent demand

Goal: reach people who are likely to be interested without necessarily being actively searching. Recommended formats: Reels, Stories, carousels, short video. Targeting: fairly broad, possibly refined by geographic area and a few signals (interests, behaviors), but without over-restricting (the algorithm needs freedom).

2) Consideration Campaigns: move from interest to intent

Goal: turn initial interest into intent (save a listing, request info, download a file). Here, you can use retargeting (people who engaged with the Instagram/Facebook page, watched a video, clicked on an ad, visited your site). Messaging: proof, details, answers to objections (fees, renovation work, schools, transport, energy rating, taxation).

3) Conversion Campaigns: generate qualified leads

Goal: viewing requests, calls, forms. Two approaches: (a) Meta instant form (Lead Ads) to maximize volume, (b) on-site conversion to maximize quality and control of the journey. Often, a mix of both works: Lead Ads to feed the pipeline + a landing page for more engaged profiles.

4) Follow-up campaigns: turning warm leads into conversions

Most prospects don’t convert on the first contact. Follow up via audiences of leads, visitors, or people who opened but didn’t submit the form (if configured). Offer an easy next step: Get the full brochure, Watch the tour video, Get a call back today, Receive similar listings.

Precise setup: budget, areas, audiences, and placements

Define the geographic perimeter realistically

In real estate, geography is a major filter. Define a radius or targeted areas consistent with demand: around the property, around employment hubs, or typical buyer areas (e.g., professionals moving farther out to buy bigger). Avoid targeting that’s too narrow if your budget is modest: the algorithm needs volume to learn.

Budget: start small but structured

A good practice is to allocate: 60–70% to conversion (leads / site), 20–30% to discovery (videos / Reels), 10% to retargeting. Then adjust based on the costs observed. When starting, let it run long enough (at least a few days) before deciding: changes that are too frequent reset learning.

Placements: automated, then refined

Automatic placements are often a good starting point, especially if your creatives are adapted to multiple formats (vertical, square, landscape). Then analyze by placement: Reels can generate a lot of volume, but sometimes less qualified; the feed may convert better on desktop; Stories can be excellent with a short message and strong proof.

Creatives that sell: what really works for a listing

The rule: show before you explain

On Meta, users scroll fast. The first seconds are everything. Use: very short shots, natural light, wide angles, sequence entry → living area → exterior → view/neighborhood. Add on-screen text to make the video understandable without sound: square footage, number of rooms, key selling point (outdoor space, parking, quiet, view), and approximate location.

Carousel: ideal for a listing with a story to tell

The carousel works very well when each visual has a role: 1) living area + promise, 2) kitchen, 3) primary bedroom, 4) exterior, 5) floor plan and key points. Avoid 10 similar photos: better 5 very different, informative images.

Reels & Stories: convert with authenticity

Vertical format encourages a dynamic presentation: mini narrated tour, before/after (if renovation), 3 reasons to buy here, what you don’t see in the photos. For a detailed short-form staging method, you can consult a guide to presenting listings in Reels.

Proof and reassurance: essential for filtering

Add elements that reassure and qualify: property tax range, HOA fees, energy rating (DPE), heating type, availability, viewing options, and what’s included (cellar, parking). Also include trust markers: reviews, number of transactions, local expertise, application screening process.

Copywriting: messages by profile (buyers, sellers, investors)

Buyers: precision + projection

A buyer wants to picture themselves quickly: bright 2-bedroom, 2 balconies, 8 min walk to the tram, open kitchen, parking. Add an orientation line: Ideal first purchase / Perfect for remote work / Family: schools nearby. End with a simple action: Receive the tour video or Request a viewing.

Sellers: turn your distribution into a measurable promise

If your goal is also to capture listings, structure a seller-dedicated campaign (valuations / audit). Message: proof of method (pro photos, targeted distribution, follow-up), proof of performance (average time on market, volume of inquiries), and a clear CTA (get a call back, request a valuation). The key is to sell a process, not a slogan.

Investors: numbers + scenarios

For investing, simplify: price, potential rent, estimated yield, rental type (furnished/unfurnished), charges, possible taxation (without excessive promises). Offer a package: full file + rental estimate + connection with property management.

Lead Ads vs landing page: choose based on the level of qualification sought

Lead Ads: fast volume, as long as you filter

Pros: low friction, high completion rate, fast collection. Con: quality sometimes variable (impulsive clicks). To improve: add qualifying questions (budget, timeline, financing, property type), clear copy on the area and price, and a confirmation step.

Landing page: quality and control of the message

Pros: you control the narrative, you can present more proof and filter better. Con: conversion often lower. One tip: offer a value piece (PDF file, video tour) in exchange for the contact, rather than a generic Contact us.

Follow-up and nurturing: the real profitability lever

Smart retargeting

Create audiences: listing-page visitors, people who watched 50–75% of a video, engaged Instagram users, unconverted leads, and past clients (if compliant with your framework). Adapt the message: the warmer they are, the more direct the call to action should be.

Concrete follow-up scenarios

Examples: You viewed this property: here’s the video tour, 3 similar properties in the same budget, Viewing slots available this week, New price / new photos. The idea: follow up with useful information, not with sales pressure.

Optimization: weekly method to improve your results

What you need to analyze each week

Track: CPM (delivery cost), CTR (hook), video view rate, CPL, qualification rate, appointment rate, conversion into offer/listing. If CPM spikes, your audience is too small or too competitive; if CTR is low, the creative isn’t capturing attention; if CPL is good but the leads are bad, the problem is the promise or the filtering.

Test without breaking the learning phase

Don’t change everything at once. Test: 1 creative variable (video hook, first photo, angle), 1 offer variable (listing file, viewing, valuation), 1 audience variable (broad vs retargeting). Leave enough volume before drawing conclusions.

Connect Meta with the rest of your acquisition (Google, content, social)

Meta creates demand, Google captures intent

Meta is excellent for sparking desire and building local awareness. Google, on the other hand, captures active searches (buy apartment + city, real estate agency + neighborhood, etc.). To build a coherent mix, also rely on a complete guide to Google advertising for real estate agencies and allocate your budgets according to your objectives (mandates vs buyers).

Content: lower your advertising costs over time

The more you publish useful content (neighborhoods, price per m², seller tips, financing), the easier it becomes to convert your warm audiences: you build trust and create organic touchpoints to retarget. A regular editorial strategy directly supports ad performance; to frame this approach, you can read an article on the value of blogging for a real estate agency.

Should you also use TikTok?

TikTok can be an excellent reach channel, especially for showcasing properties and personal branding, but its effectiveness depends on the local market and your ability to produce frequent content. If you’re unsure, base your decision on an analysis of TikTok and real estate and test with a small budget before scaling.

Meta best practices: compliance, transparency, and account setup

Make sure your ad account, your Business Manager, your payment methods, and your access rights are clean, documented, and secured. Also check ad compliance (no unrealistic promises, no discriminatory wording in targeting, transparency about the offer). For official settings and best practices on the platform side, refer to marketing tools and advertising solutions on Meta.

Point-of-sale strategy: generate visits and local leads

If you have a physical agency, Meta can also be used to drive in-store traffic (open houses, office hours, neighborhood events, early presentations of properties). The right lever is to combine a local message, proof of expertise, and a simple call to action (directions, call, appointment). To dive deeper into this angle, you can consult this Meta Ads guide focused on driving in-store traffic.

14-day action plan (simple, realistic, repeatable)

Days 1–3: foundations

Set up tracking, define your events, prepare 1 landing page per offer, create 6 to 10 creatives (2 vertical videos, 2 carousels, 2 images), write 3 text variations.

Days 4–7: launch

Launch: 1 awareness campaign (video), 1 conversion campaign (leads or website), 1 retargeting campaign (engaged/visitors). Let it run, mainly monitor deliverability (CPM) and hook (CTR, video views).

Days 8–14: optimization

Pause underperforming creatives, duplicate the ones that work with a new angle, refine the form/landing (questions, proof, CTA), and shift budgets toward the ad sets that generate qualified leads (not just the cheapest ones).

When you need to review your setup (warning signs)

You need to rework the offer or funnel if: (1) lots of leads but few reachable contacts, (2) requests outside budget or outside the area, (3) cost per appointment too high despite an acceptable CPL, (4) sharp drop after changing ads. Very often, the problem is downstream: page too weak, lack of proof, no filtering, call-back delay too long.

Conclusion: industrialize rather than boost

A high-performing Meta strategy for selling properties relies on a mechanism: creatives tailored to the scroll, a clear funnel, structured retargeting, and KPI-driven management. The goal isn’t to post more, but to post better, to measure, then to iterate fast. If you want to validate the strength of your pages, your tracking, and your conversion journey, request an analysis of your current site to identify the optimizations that will have the most direct impact on your sales.