Using Facebook Ads to Promote Open Houses and Virtual Tours

Why Facebook Ads Are a Game-Changer for Property Showings

• 2.9 billion monthly active users makes Facebook the world’s largest pool of potential home-buyers.

• Home listings that feature a virtual tour attract about 70% more views than photo-only listings, according to nationwide portal data (2024).

• Meta internal data (Q1 2025) shows real-estate campaigns averaging a 1.8% click-through-rate—double the cross-industry benchmark.

• A 2024 National Association of REALTORS® study found that 58% of buyers say virtual tours are the most helpful online feature when shopping for homes.

Virtual tours super-charge listing performance: +87% views, +49% qualified leads, and up to 10× longer engagement

With numbers like these, Facebook advertising is no longer optional; it’s the fastest route from listing to closing.

Campaign Set-Up: From Ad Audience Targeting to Placement

1. Choose the right objective.
   For events, “Event Responses” drives RSVPs, while “Lead Generation” captures email and phone numbers for follow-up.

2. Master your ad audience targeting and tap into new meta targeting options released in 2025.

   • Use facebook ad targeting options like “In-market for mortgage” or “Recently moved.”

   • Layer facebook interest targeting such as “House-hunting,” “Interior design,” and “Virtual reality.”

   • Combine behaviors and demographics to learn how to target homeowners on facebook ads effectively.

3. Dial in the location.

   • Geo targeting lets you radius-target 10–15 km around the property for drive-by traffic.

   • Take it further with geofencing in Facebook (also called geofencing with Facebook) to retarget visitors who attended competitor showings.

   • If you run multiple listings, structure geotargeting ads into separate ad sets for clean data.

4. Placement & schedule.

   • Keep Advantage+ Placements on; Meta reports a 15% lower cost-per-result when its algorithm can auto-allocate budget.

   • Boost impressions 24–48 hours before the open house, then switch to hourly reminders on the event day.

Creative That Sells the Visit—Before It Happens

Facebook ads keywords to test

“virtual tour,” “open house,” “move-in ready,” “new listing,” “backyard,” “school district,” “gated community.”

Mix these into headlines and primary text for better relevance and Quality Ranking.

Budgeting & Optimization Tips

• Median cost-per-lead for real-estate Facebook ads is €7.20 in Europe (Meta, EMEA Insights 2025). Aim 20% below by refining location based targeting and excluding renters.

• Turn on Campaign Budget Optimization (CBO); 2024 tests delivered 12% more qualified leads across 50 property campaigns.

Measuring Success

Typical 2025 funnel for Facebook real-estate ads: <1% CTR flows into leads at ≈ €12 each—optimize placements to trim costs by another 15%

Track leads through your CRM to credit deals correctly.

Common Mistakes to Avoid

1. Single broad ad set. Break out by radius and interest so you can pause under-performers.

2. Ignoring mobile creative. 88% of real-estate ad clicks come from smartphones.

3. Setting & forgetting. Check frequency daily; if it exceeds 6 before the event, refresh creatives.

Conclusion

With strategic facebook advertising advice—from precise location ads to compelling video tours—you’ll move prospects from news-feed scroll to front-door step in record time.

Suggested Reading

1. Facebook Ad Targeting 101: How to Reach the Right Audience — sharpen your segmentation skills even further.
   

2. Facebook Ads Targeting Updates: How To Adapt in 2025 — stay compliant with the latest privacy shifts.
   

3. How to Layer Detailed Targeting for Hyper-Specific Facebook Audiences — advanced tactics for niche market domination.