SEPTEMBER Ads Strategy
This month, you’ll find two ready-to-customize Meta ads designed for different marketing goals: a lead generation ad to promote your current lead magnet and an awareness ad to help build visibility and familiarity with potential clients in your market.
Choose the ad that best supports your current goals, or run both if they fit your marketing strategy and budget. Each ad includes its own suggested campaign setup, creative instructions, primary text, headline, and CTA to make getting started easier.
Customize the creative for your brand, review the campaign recommendations below, and adjust your budget and settings based on your business and market.
Important: Real estate advertising is subject to Meta’s current housing advertising policies as well as applicable federal, state, local, brokerage, MLS, and REALTOR® requirements. Always review your ad for compliance before publishing.
For help setting up your ads account and running your first ad check out this help guide.
Ad 1:
The Home Maintenance Plan That Could Save You Thousands (Leads Ad)
Campaign Goal: Leads
Use this ad to promote this month’s lead magnet and collect contact information from homeowners interested in receiving the guide.
Lead Collection:
Direct people to the landing page you created for this month’s lead magnet. Make sure your signup form and automated delivery email are working before launching your ad.
Alternatively, Meta Instant Forms can be used to collect leads directly within Facebook or Instagram. If using an Instant Form, keep the requested information relevant to what you need to deliver and follow up on the guide.
✓ Special Ad Category: Housing
Select the applicable Housing Special Ad Category and follow Meta’s current requirements for housing-related advertising. Meta continues to classify housing as a special ad category.
When to Run: Anytime this month
Audience:
Choose the geographic area that best reflects your actual service area, within the targeting options Meta currently allows for housing ads. Avoid unnecessarily narrow targeting, and follow Meta’s current Housing audience restrictions.
Ad Setup:
1️⃣ Customize your creative.
Choose the design style that fits your brand, update the agent information and branding, and download the finished ad as a PNG.
2️⃣ Add your landing page.
Use the URL for your lead magnet landing page as the ad destination.
3️⃣ Use the provided ad copy.
Customize the provided headline and primary text as needed for your market and brand.
4️⃣ Choose an appropriate CTA.
Select the Meta CTA that most closely matches the action you want someone to take, such as Learn More or Download, depending on the options available in your campaign setup.
5️⃣ Start with a budget that works for your business.
There is no single daily budget that works for every market. Choose an amount you’re comfortable testing, give the campaign enough time to collect meaningful results, and monitor performance in Meta Ads Manager.
6️⃣ Use Meta’s recommended placements as your starting point.
Unless you have a specific reason to limit where the ad appears, allow Meta to optimize placements across eligible surfaces rather than restricting the campaign to Feeds only. Meta continues to support a range of placements and formats, so the seller’s old “Feeds only for best results” instruction is too absolute.
7️⃣ Test your lead flow before launching.
Click through the ad destination yourself, submit the form, confirm the delivery email arrives, and make sure the lead magnet opens correctly.
IMPORTANT: Real estate advertising is subject to Meta’s current Housing advertising requirements as well as applicable Fair Housing, state, local, brokerage, MLS, and REALTOR® advertising requirements. Review your campaign for compliance before publishing.
Headline:
The Home Maintenance Plan That Could Save You Thousands
Primary Text:
Small home maintenance issues can turn into expensive repairs when they’re easy to miss or put off.
My free Home Maintenance Plan That Could Save You Thousands helps you stay ahead of your home’s upkeep with practical maintenance guidance, important home information to track, and tips for catching potential problems before they become bigger ones.
Whether you’re a new homeowner or you’ve been in your home for years, it’s a useful resource to keep on hand.
Download your free copy today.
Ad 2 (Video):
Real Estate Agent Video Ad (Awareness Ad)
Campaign Goal: Awareness
Use this video ad to introduce yourself to potential buyers and sellers in your local market and build familiarity with your real estate brand.
✓ Special Ad Category: Housing
Select the applicable Housing Special Ad Category and follow Meta’s current requirements for housing-related advertising. Meta continues to identify Housing as a specific advertising category.
When to Run: Anytime this month
Audience:
Choose the geographic area that best reflects your service area within the targeting options Meta currently allows for Housing ads. Follow Meta’s current audience restrictions rather than relying on a predetermined age, gender, or 20-mile-radius setting.
Ad Setup:
1️⃣ Customize your video.
Open the Canva template and update the agent information, branding, testimonial, and other placeholders. Download the finished ad as an MP4 video.
2️⃣ Choose your destination.
If you’d like viewers to learn more about you, direct them to a relevant page on your website where they can learn about your services or get in touch.
3️⃣ Use the provided ad copy.
Customize the provided primary text and headline for your brand and local market as needed.
4️⃣ Choose an appropriate CTA.
Select the call-to-action that best matches where you’re sending viewers and what you’d like them to do next, using the options currently available in Meta Ads Manager.
5️⃣ Start with a budget that works for your business.
There is no universal daily budget that guarantees results. Choose an amount you’re comfortable testing and monitor the campaign’s performance before deciding whether to continue or adjust it.
6️⃣ Use Meta’s recommended placements as your starting point.
Rather than limiting the video to Facebook and Instagram Feeds, allow Meta to optimize across eligible placements unless you have a specific reason to restrict them. Meta currently supports advertising across a broader range of formats and placements, including full-screen video environments.
7️⃣ Review before publishing.
Watch the entire video, confirm that your contact information and links are correct, and preview how the ad appears across the selected placements before launching.
WHAT TO EXPECT:
The primary goal of this campaign is visibility and brand awareness, not immediate lead generation. Use it to introduce yourself to more people in your local market and build familiarity with your name and real estate business over time.
IMPORTANT: Real estate advertising is subject to Meta’s current Housing advertising requirements as well as applicable Fair Housing, state, local, brokerage, MLS, and REALTOR® requirements. Review your campaign for compliance before publishing.
Headline:
Real Estate Guidance That Starts With You
Primary Text:
Real estate decisions are personal. The right next step depends on your goals, your timeline, and what makes sense for you.
Whether you’re thinking about buying, considering selling, or simply have questions about the [City] market, I’m here to offer local insight and personalized guidance without the pressure.
You don’t have to be ready to make a move to start a conversation.
Have a real estate question? Let’s connect.
Additional Promotional Activities:
Refresh Your Local Referral List
Review the local professionals you regularly recommend to clients, such as contractors, plumbers, electricians, landscapers, cleaners, and other home service providers. Confirm contact information, add any missing categories, and reconnect with trusted providers so your referral list stays useful.
September Sphere Reconnect
Choose five people from your database you haven’t spoken with recently and reach out personally by phone, text, or email. Skip the mass message and use the opportunity to genuinely reconnect, catch up, and keep relationships warm.
Local Business Connection
Choose a local business you genuinely enjoy and introduce yourself to the owner or reconnect if you already know them. Look for natural opportunities to support each other, whether that means referrals, social engagement, or simply building a stronger relationship within your community.
Disclaimer: Not all ads work in all markets, and the above instructions, images, and ad templates are suggestions based on our experience marketing and running ads. Results can vary based on your market, ad spend, targeting, and other factors outside our control. Even if no leads are gathered, visibility, credibility, and brand awareness are increased, improving your ability to attract and win clients. We do not make any claims about specific results and are not responsible for any lack of results.
You are responsible for ensuring any ad content complies with Fair Housing laws, your brokerage’s advertising policies, and any applicable state or local regulations. It is also your responsibility to review and comply with Meta’s current advertising policies before launching any campaign. We are not responsible for any Meta bans, campaign costs, or other ad issues.
You can view our full disclaimer here.