If you read our post about the importance of social media for real estate businesses, you’re likely already familiar with the power of social media advertising to boost your business. Meta platforms, including Facebook and Instagram, offer fantastic opportunities to showcase properties, attract buyers, and drive sales. However, Meta has made some changes to how ads related to real estate are handled. While it may seem like a ban at first glance, it’s not. These rules are actually designed to prevent discrimination and ensure that all individuals have fair access to housing opportunities.
In this post, we’ll break down what these changes mean for you and your business and how you can continue running successful Meta ads that reach the right audience without violating any new restrictions.
What is a “Housing Ad” on Meta?
Before we dive into the specifics, let’s clarify what counts as a housing ad. If your ad is related to promoting or linking to any type of housing opportunity or service, it falls into this category. This includes:
- Homes for sale or rent
- Mortgage loans
- Homeowners insurance
- Property appraisal services
It’s important to note that ads promoting hotels, retreats, or general homeownership tips are not considered housing ads.
Why Has Meta Imposed These Restrictions?
Meta’s restrictions on real estate ads are part of a broader effort to prevent discriminatory practices. In the past, advertisers could target very specific demographics based on factors like age, gender, and post code. However, this could lead to biased practices, such as not showing ads to certain groups based on these characteristics. To avoid this, Meta has introduced the Special Ad Category.
The Special Ad Category applies to ads in housing, employment, and credit sectors, ensuring that advertisers do not unfairly target or exclude certain groups of people.
How Does This Affect Estate Agents?
As an estate agent, these changes will affect how you create and run your Meta ads. While you can still advertise properties on Facebook and Instagram, you will need to follow new guidelines:
- Choose the Housing Category: When you create your ad, you must select “Housing” as the Special Ad Category. This will ensure that your ad complies with Meta’s policies and avoids rejection.
- Targeting Limitations: One of the biggest changes is how you can target your audience. Traditionally, estate agents could target potential buyers based on factors like age, gender, and even post code. Now, these options are no longer available.Instead, you’ll need to use Special Ad Audiences, which focus on user behaviours and interests instead of demographics. For example, you could target people interested in buying a home or people who have shown interest in home-related content, regardless of their gender, age, or location.
- Location Targeting: While you can still target based on location, you’re limited to broader areas like cities or regions, rather than specific post codes. This change is designed to prevent advertisers from excluding certain neighbourhoods or areas from their campaigns.
How to Run Successful Meta Ads for Your Real Estate Business
Despite these changes, running effective real estate ads on Meta is still entirely possible. Here are some tips to help you succeed within the new rules:
1. Make Sure Your Ad is Categorised Correctly
Always select “Housing” in the Special Ad Category when setting up your campaign. If you fail to do so, your ad might be rejected or delayed.
2. Use Engaging Visuals
Real estate is highly visual, so make sure to use high-quality photos and videos of the properties you\’re advertising. Virtual tours are also a great way to engage potential buyers, especially since many people want to explore a home before visiting in person.
3. Write Compelling Ad Copy
Highlight what makes the property stand out. Focus on its key features, such as location, price, and unique amenities. Engaging and concise ad copy will grab the attention of potential buyers.
4. Leverage Special Ad Audiences
Since you can’t use traditional demographic-based targeting like age or post code, you’ll need to rely on Special Ad Audiences. These are based on interests and behaviors, helping you connect with people who are likely to be interested in your properties. For example, you might target users who have engaged with content related to real estate or home ownership.
5. Test and Optimise
Just because you’re working within these new rules doesn’t mean you can’t optimise your ads. Try different images, headlines, and calls to action to see what resonates most with your audience. A/B testing is a great way to fine-tune your campaigns for better results.
FAQs About Facebook Housing Ads
Q: What happens if I don’t select the Housing category?
Your ad might get rejected. It’s crucial to select the correct category to avoid delays or rejections of your campaigns.
Q: Can I still target people based on location?
Yes, you can target broader regions like cities or regions, but not specific post codes.
Q: What is a Special Ad Audience?
A Special Ad Audience is a targeting tool based on behaviors and interests rather than demographic information. It helps you reach people similar to your existing audience.
Q: Are Facebook ads still effective for real estate, even with the restrictions?
Yes! Even with these restrictions, Facebook and Instagram ads are still incredibly effective for real estate. By focusing on high-quality visuals, engaging copy, and leveraging Special Ad Audiences, you can reach the right people and generate leads for your business.
How Crimson Social Can Help
Navigating these changes on your own can feel overwhelming, but Crimson Social is here to help. As a marketing agency with experience working with real estate businesses, we can guide you through the process of creating, managing, and optimising Facebook ads that comply with Meta’s new rules. We’ll make sure your campaigns are set up for success and help you connect with potential buyers in the most effective way possible. Social can help create, manage, and optimise Facebook ad campaigns to ensure you’re getting the best results.
by Ed Boyd
