Social Ads for Real Estate | Video Creative Included, Enquiries Delivered

63.6%

The property information people see on social is viewing video

The most common property information people saw on social media: viewing videos and room tours

Ielove GROUP, 2026

54.3%

What gets looked at most is photos of the property

The top thing people weight in a listing. Local market rates come in at 36.9% and property video at 26.3%

Zentaku and Zentaku Hosho, 2025 White Paper on Housing and Living, July-August 2025 (aged 20-65, n=5,000)

47.4%

Material to advertise with is something few firms have yet

Estate agencies who said they make no use of social media. Only 12.6% use it actively

Ielove GROUP, March 2026 (estate agencies, n=95)

2.6properties

The shortlist is set before anyone comes to view

Average number of properties actually viewed by people who signed. The lowest since FY2005

SUUMO Research Center, FY2023 Survey of Rental Tenants (n=1,359)

55.5%

More than half of customers visit only one agency

Share of people who visited only one estate agency in person. Being found first is what decides it

SUUMO Research Center, FY2023 Survey of Rental Tenants (n=1,359)

66.4%

Two in three Gen Z look for a flat on social

Share of Gen Z who used social media as a source when looking for a flat. Of those, 67.0% referred to property videos

Housecom, FY2023 survey on choosing a home (aged 16-25, n=587)

Illustration of a screen packed with near-identical property cards, one room in a different colour

01

Buried under image banners

If all you swap is a floor plan and a rent figure on a banner, the only room left to improve is bidding and targeting.

The fixWe recut first-person room tours to 10-20 seconds and test them split by angle.

Illustration of a staff member staring at a silent desk phone and an empty email inbox

02

Nobody follows the enquiry through

Without measurement on form arrivals, which ad led to a visit stays unknown. There is no way to decide when to stop, either.

The fixA pixel on the enquiry and appointment completion pages, judged on appointments booked.

Illustration of an estate agent running with keys in hand against a packed diary

03

Enquiries swing with the season

March sees roughly twice the moves of a normal month. Keep the same delivery running through thin demand and the cost per enquiry only climbs.

The fixWe weight the budget to the moving season and pull it back in the thin months.

Illustration of a wiring diagram connecting measurement tags to conversions

01

Measurement and landing before delivery

First a pixel on the enquiry and appointment completion pages, with UTMs and GA4 in order. If there is no landing page to send people to, we build one.

Illustration of several vertical creatives side by side, one of them circled

02

Room tours built by angle

First-person room tours and accompanied viewings recut to 10-20 seconds, split by angle — the terms, the life, the agent — and run against each other.

Illustration of a dashboard with budget dials and placement toggles

03

Spend once the winner is clear

We judge on CPM, retention, click-through and early enquiry volume, and only what survives goes to full delivery. The budget is weighted to the moving season and pulled back in thin months.

Illustration of hands placing next month's plan card beside a monthly report chart

04

Reporting from enquiries and cost per enquiry

Judged first on appointments booked, then on CPM, retention and growth in branded search. Next month's filming and delivery plan comes with it.

The platform mix in real estate, and what we watch on each

Meta adsInstagram and Facebook The mainstay for enquiries. Delivered by area and attribute

What we watchEnquiries, cost per enquiry, click-through rate

TikTok ads Discovery. Winning video repurposed unchanged

What we watchCPM, retention, traffic to the site

YouTube ads Accompanied viewings and explainers, entering the comparison

What we watchCompletion rate, growth in branded search

Landing page and enquiry form The destination. Where appointments and enquiries land

What we watchForm arrival rate, appointments booked

Retargeting A second contact for people who watched the video

What we watchFrequency, return rate, cost per enquiry

The mix is an example; the split changes between lettings and sales.

Real estate advertising is regulated. Can we still run social ads?

It is regulated, and you still can. We put messaging that doesn't name a specific property at the core, and for ads that do show one we build in the required disclosures and a rule to stop delivery once it is let.

We have no video to advertise with. Can you produce it?

Production is ours to handle. We film first-person room tours and accompanied viewings by angle and recut them to 10-20 seconds for advertising. With nobody on camera, there is no secondary-use negotiation either.

We don't have a landing page for the ads to reach.

If you don't have one, we build it. Either a new landing page leading with the message that worked, or a rebuild starting from the form on your existing appointment page.

Enquiries swing hard between peak and quiet months. How should the budget be planned?

What we suggest is running the tests through the quiet months to find the winning line, then concentrating on it at the peak. In our experience, delivery in quiet months is best assigned to building awareness.

We already use an ad agency. Do we have to switch?

No need to switch. We are happy to take only the video creative production and analysis, leaving ad management with your existing team.

How is the fee structured? Can it be performance-based?

There are two fee structures, fully performance-based and management-fee based. In real estate, where the conversion tends to be a visit or a viewing, we usually propose the management fee. The terms are on the social ads pricing page.

Other services for real estate and housing7

Social media management for estate agencies
Viewing and room tour video that draws enquiries and carries them through to appointments
POV video and room tours for real estate
Room tours with nobody on camera, at a volume that keeps pace with turnover
Influencer PR for real estate and housing
Working with room-tour creators, through to paid amplification
Inbound social support for real estate and housing
Multilingual content for foreign residents and overseas buyers
Full-funnel marketing for real estate and housing
Funnel design from enquiry to appointment and signature, with LINE follow-up
Recruitment marketing for real estate and housing
Social recruiting and retention design for sales, site management and property management
System integration for real estate and housing
Connecting LINE to viewing bookings, and Meta ads to enquiry measurement

Social ads in other industries7

Social ads for hotels and ryokan Social ads for restaurants Social ads for salons Social ads for tourism and local government Social ads for construction firms Social ads for sport and entertainment Social ads for retail and e-commerce

Our work in real estate and housing is collected on the Social media management for estate agencies page.

See social ads management in full

Social Ads forReal Estate

Viewing video is what works. The shortlist is set before anyone visits, and most people visit one agency

Three things that actually get stuck on social ads for estate agencies

Buried under image banners

Nobody follows the enquiry through

Enquiries swing with the season

What we do on social ads for estate agencies

Measurement and landing before delivery

Room tours built by angle

Spend once the winner is clear

Reporting from enquiries and cost per enquiry

The platform mix in real estate, and what we watch on each

From delivery design and measurement set-up to reporting and next month's plan: how it actually runs in real estate

Workflow

Account setup and measurement

Creative production

Test campaigns and winner selection

Optimise and scale

Reporting and next month's plan

Questions we are often asked in real estate and housing

Other support for real estate and housing, and social ads in other industries

Every social marketing service can be takenon its own or in combination

Social Media Management

POV Studio

Influencer PR

Social Ads Management

Inbound Tourism Marketing

Full-Funnel Marketing

Recruitment Marketing

Japan Market Entry Marketing

EC Operations & System Integration

Social ads for real estate.Get in touch,we're always happy to talk

Social Ads for
Real Estate

Every social marketing service can be taken
on its own or in combination

Social ads for real estate.
Get in touch,
we're always happy to talk