Instagram is the new shop window for property. We run visual-first campaigns that generate vendor valuations, buyer enquiries, and brand awareness across Facebook and Instagram for estate agents and property developers.
Property is inherently visual—glossy photos, video tours, drone footage. Instagram's carousel ads, Reels, and Stories are tailor-made for showcasing listings. A beautiful property carousel ad can stop a scroller mid-thumb and generate a viewing request spontaneously. No other platform delivers this blend of visual impact and lead generation for property.
Google captures people already searching for property. Meta Ads reaches people who should be searching—based on life events, income brackets, age, and location. A couple who just got engaged, a family outgrowing their 2-bed, a professional relocating for work. Meta's event-based targeting puts your listings in front of people before they even start their property search.
Meta's Lead Ads pre-fill contact forms with the user's information—they can request a valuation or viewing without leaving Facebook/Instagram. For property, this frictionless experience dramatically increases lead volume compared to sending traffic to external websites. Paired with instant follow-up, Lead Ads deliver the highest enquiry-per-reach ratio for estate agents.
We create campaigns around your best photography: carousel walkthroughs, video virtual tours, drone aerials, and neighbourhood lifestyle content. Each listing type (luxury, family, first-time buyer, rental) gets a tailored creative format. We A/B test hooks ('Just Listed' vs. 'Price Reduced' vs. 'Open House Saturday') to maximise engagement.
We set up Lead Ads with custom forms for vendor valuations, buyer viewing requests, and investor enquiries. Each form integrates directly with your CRM via Zapier or native connection, triggering instant email/SMS follow-up. Speed of response is critical in property—we ensure leads reach your team within seconds, not hours.
Property advertising falls under Meta's Special Ad Categories, which limits targeting options (no age, gender, or postcode-level targeting). We work within these constraints using area-based targeting, interest signals, and custom audiences to reach the right buyers and vendors without violating housing advertising policies.
We run dedicated vendor-focused campaigns: before/after market appraisal offers, sold price case studies ('Just Sold: £50k Over Asking in SW11'), and market report downloads. These campaigns target homeowners in your area likely to sell within the next 12 months, building a warm pipeline of future instructions.
We set up dynamic product ads for your property inventory—showing users the specific listings they viewed on your website, plus similar properties they haven't seen yet. This keeps your agency and listings top of mind during the typically 3-6 month property search journey.
Property ads must be tagged as Special Ad Category: Housing. Failing to do so results in ad rejection or account restriction. We ensure all campaigns are properly categorised and comply with housing advertising limitations.
Agents who only advertise listings treat Meta as a classifieds site. We balance listing promotion with brand-building content: market insights, sold success stories, area guides, and team introductions that build trust and recognition.
Instagram is a visual platform. Smartphone photos of dark living rooms won't compete with professional shots. We advise on minimum visual standards and creative formats that maximise the impact of your existing photography.
Lead Ads generate high volume but require fast response—ideally within 5 minutes. Leads older than 30 minutes go cold rapidly. We set up instant notification systems and automated initial responses to ensure every lead gets immediate attention.
Even with Special Ad Category limitations, you can target effectively using radius targeting around your offices, interest-based audiences (home improvement, interior design), and custom audiences from your existing client database. Broad national targeting wastes budget.
Get a free audit of your ad account. We'll identify wasted spend, missed opportunities, and quick wins.
Get Your Free Audit