How much to spend on real estate Facebook ads, and how to aim them
Two things cost money, and they are paid to two different people. The ad spend goes to Facebook. A plan or a pack, if you need one, goes to us. This page puts a number on each, in your currency, and gives starting points for the budget, the area and the ages.
You choose a daily budget and a number of days, and Facebook charges it from your own ad account, never more. We charge no commission on it. On our side, a free account can make 3 picture ads a month, an account on a paid plan 20, and video and carousel ads come in packs of 10, 20, 50 that start at ₹499 in India and $9.99 in most other countries.
Ads are opening to agents in stages. Start free, add your property, and a Promote ads button appears in your dashboard the day your account is ready. We tell you in the dashboard.
The ad spend, paid to Facebook
It is a daily budget for a number of days, so the most an ad can cost is the two multiplied together. Facebook decides how many people that reaches and what a click costs, and both change from market to market and from week to week, so we do not quote either. What we do is keep the budget inside limits in your currency, so a slip of a finger cannot become a large bill.
| Your ad account is in | Least a day | Most a day | We start a mid priced home at |
|---|---|---|---|
| INR | ₹150 | ₹5,000 | ₹400 |
| USD | $2 | $60 | $4 |
| GBP | £2 | £45 | £3 |
| EUR | €2 | €54 | €3.50 |
| AED | AED 8 | AED 220 | AED 15 |
| AUD | A$3 | A$86 | A$6 |
| CAD | C$3 | C$86 | C$6 |
| SGD | S$3 | S$77 | S$5.50 |
Across everything you have running, there is also a daily total limit. The figures above are for one ad.
A budget to start with
- Run it long enough to learn. Our suggestions are 10 days for a home for sale, 7 for a rental and 14 for land. A few days is too little for Facebook to find who responds.
- Do not spread a small budget wide. We allow up to 6 banners in one ad. A small budget shared by more than that teaches Facebook very little about which one works.
- Spend more on a dearer property. The suggested budget is higher for higher priced homes, because the buyers are fewer and take longer to find.
- Change it while it runs. You can raise or lower the daily budget at any time. Autopilot never raises it for you.
Aiming it
These are rules of thumb about how people shop for property, not measured results, which is why we always offer Nearby only and Wider reach beside the Recommended choice.
- Area. People buying a home mostly look close to where they live or work, so we start at 8 to 15 km depending on price. Tenants stay closer, at 6 km. Plot buyers will travel, so land starts at 25 km. Shops and offices start at 15 km.
- Ages. We start with the ages that usually buy at that price: younger for cheaper homes, older for dearer ones. You can set your own, and let Facebook look beyond them if you want a wider net.
- Housing ads in the United States and Canada. Facebook puts ads for homes and rentals in a special category there. It does not let them be aimed by age, gender or postcode, and asks for a wide area around the property. We declare the category, set the ages to 18 to 65 and keep the area at 25 km or more. Rules differ by country and change, so check Facebook's own advertising policies for your market.
Reading the results
Facebook counts the people who saw the ad and the people who opened your page. We count the enquiries, because they arrive on your own property page marked with the ad and the banner that brought them. Divide the spend by the enquiries and you have what each one cost you, shown for every promotion and every banner. A property page with a clear price, good photos and your WhatsApp number turns more of the people who open it into enquiries, so check the page before you blame the ad.
What we charge
Picture ads, which means every banner style, are covered by your account: 3 a month on a free account and 20 a month on a paid plan. A promotion that includes the photo slideshow video or a carousel comes from a pack instead, bought on top of any plan, for 30 days. Buying again adds to what is left.
| Where your account is | 10 ads | 20 ads | 50 ads |
|---|---|---|---|
| India | ₹499 | ₹799 | ₹1,499 |
| United Arab Emirates | AED 73 | AED 119 | AED 219 |
| United States, Canada, United Kingdom, Australia, Singapore, most of Europe and other high income markets | $16.99 | $26.99 | $49.99 |
| Everywhere else | $9.99 | $15.99 | $29.99 |
Packs are charged in your local currency where our payment provider takes it, at the price for your country, with one payment for each pack. Plans are on the pricing page.
At a glance
| Ad spend | Paid to Facebook from your own ad account. 0% commission from us. |
|---|---|
| Daily budget | A smallest and a largest for each currency, for example $2 to $60 a day in US dollars. |
| Length | 1 to 30 days. It stops by itself on the last day. |
| Area | 2 to 50 km around the property. |
| Free account | 3 picture ads a month |
| Paid plan | 20 picture ads a month |
| Video and carousel | A pack of 10, 20 or 50 ads, valid 30 days. |
Start free How it works What it costs
Questions
How much do Facebook ads cost for a real estate agent?
It depends on your market, your property and your budget, and Facebook decides the price of a click. We do not quote figures we cannot stand behind. What we can say is what you will not exceed: the daily budget and the number of days you choose.
Is there a minimum?
Yes, a smallest daily budget in your currency, shown in the table above. It keeps an ad from being too small for Facebook to learn from.
Do I pay you for each ad?
On a free account you can make 3 picture ads a month at no charge. A paid plan makes 20. Only video and carousel ads need a pack.
What happens to unused ads in a pack?
They last until the pack ends, 30 days after you buy. If you buy another pack before that, the ads left are kept and the end date moves out.
Does stopping an ad give me one back?
No. An ad is counted when it is made, so making and stopping them cannot be used to reuse the allowance.
Are the prices the same in every country?
No. Packs and plans are priced for each region, in your local currency where our payment provider takes it. The table above shows each.
Can I see what I spent?
Yes. The Results screen shows spend, page opens, enquiries and the cost of each enquiry for the last 7 days, 30 days or all time, for every promotion and every banner.