Transforming Real Estate Marketing: Must-Know Facebook Ad Campaigns
In 2025, 82% of real estate businesses are expected to turn to social media platforms for effective property marketing. With Facebook dominating the landscape at a remarkable 92% usage, and Instagram not far behind at 68%, it’s clear that social media is the heartbeat of contemporary real estate promotions. If you’re still relying solely on static images to attract potential buyers or renters, it’s time for an upgrade!
The Power of Video Content
Did you know that posts featuring video content generate an incredible 1,200% more shares compared to text or images alone? It’s no longer optional—short-form videos are essential in driving engagement in today’s marketing landscape. But the real magic lies not just in posting content but in its strategic execution. This includes local storytelling, platform-specific strategies, and a sprinkle of video creativity.
A prime example of this is the Gables Grand Plaza campaign, which focused on community engagement and tailored content, resulting in an astounding 14,800% increase in video views. Let’s delve deeper into how such campaigns are reshaping the real estate marketing arena!
1. From Static to Scenic: Gables Grand Plaza’s Hyper-Local Strategy
What happens when generic listings are replaced with local culture and storytelling? The answer: extraordinary engagement!
Gables Grand Plaza, a luxurious apartment community in Coral Gables, faced a challenge—capturing the essence of its high-end appeal online. To tackle this, it teamed up with Highmark Residential and Social Kapture, breathing new life into its Instagram and Facebook presence.
Strategic Approach: Local First, Algorithm-Friendly Always
Rather than typical “check out our amenities” posts, Social Kapture implemented a Local Organic Social Package focusing on three main pillars: community, visuals, and video.
- Showcasing Lifestyle: The content strategy showcased the lifestyle surrounding Gables Grand Plaza, featuring local businesses and heartwarming visuals that conveyed a richer story than just square footage.
- Emphasis on Video: The campaign integrated short-form video content, aligning with evolving platform algorithms and audience preferences, resulting in more personal and engaging posts.
Results: Engagement Skyrockets
Over just three months, the results were staggering:
- Impressions rose by 174.9%
- Engagements surged by 832.5%
- Video views skyrocketed by 14,800%
- Engagement rate hit 5.7%, showing strong audience connection.
Imagine the possibilities—real estate transcends mere renting; it’s about investing in a desirable lifestyle.
2. Pre-Leasing Buzz: High Street Atlanta’s Campaign
What if your property isn’t even open yet but you want it to be the talk of the town? The right social strategy makes that possible!
High Street Atlanta, a brand-new mixed-use development, aimed to create buzz before its doors even opened. Partnering with Highmark Residential and Social Kapture, it launched a digital-first strategy blending organic content, paid ads, and influencer collaborations.
Strategic Approach: Reels, Realness, and Reach
- Video-Centric Strategy: The campaign capitalized on Reels and Stories across Facebook and Instagram, showcasing sneak peeks of the property while fostering community engagement.
- Influencer Boost: A well-planned influencer marketing initiative added credibility, allowing potential renters to envision their future lifestyle.
Results: Click-Heavy and Scroll-Worthy
The impact was significant:
- Impressions reached 876,416 (up 132.7%)
- Engagements hit 17,620 (up 64.4%)
- Post link clicks surged to 9,154 (up 160.1%)
High Street proved that the right content can generate excitement long before physical occupancy begins.
3. Building From Scratch: The Lucie at Tradition’s Strategy
Launching a luxury lease-up without a digital footprint is like throwing a party without sending invitations. Enter The Lucie!
SC Bodner and Social Kapture teamed up to introduce The Lucie at Tradition in Port Saint Lucie, Florida, despite having no residents or social presence.
Strategic Approach: Lifestyle-Focused Content Creation
- Content as the Engine: Every post was meticulously tailored to cater to a high-end audience, positioning the community as a lifestyle destination rather than just a rental.
Results: Strong Initial Impact
In just one quarter, The Lucie achieved:
- 303,193 organic impressions (↑180.8%)
- 18,491 engagements (↑171.4%)
4. TikTok Takeover: Sage at Cypress Cay’s Creative Campaign
Combining TikTok’s virality with apartment marketing led to real results for Sage at Cypress Cay.
Social Kapture executed a two-phase campaign designed to engage the younger demographic.
Strategic Approach: Engaging TikTok Ads
- Engagement Campaign: Showcased the property’s modern amenities and lifestyle to capture attention.
- Click Campaign: Directed interested viewers to the website for conversions.
Results: Impressive Engagement Numbers
- 1,279,913 ad impressions
- 8,346 total engagements, proving that TikTok can drive significant results.
5. Nashville Buzz: 2010 West End’s Authentic Influencer Content
In a vibrant city like Nashville, authenticity is key to attracting renters.
2010 West End collaborated with Social Kapture to engage the local market, leveraging influencer partnerships to encapsulate the Nashville lifestyle.
Strategic Approach: Authentic Storytelling
- Influencer Collaboration: The carefully chosen influencer showcased both the property and the surrounding lifestyle, making the brand relatable.
Results: Engagement Metrics that Matter
- 5,049 impressions on In-Feed Posts
- 409 average views per Instagram Stories
Conclusion: Capturing Engagement in Real Estate Marketing
Across the board, successful social media campaigns focus on hyper-local content, video dominance, and tailored, platform-specific strategies. Influencer partnerships play a pivotal role in engaging younger audiences and enhancing brand authenticity.
With the rise of AI integration and short-form videos, real estate marketers must be adaptable, experimenting with innovative formats to maintain momentum in an ever-evolving digital landscape.
Frequently Asked Questions
What is the most effective social media platform for real estate marketing?
Facebook leads with 92% of U.S. realtors using it for lead generation, followed by Instagram at 68% and LinkedIn at 52%.
How can video content enhance real estate social media campaigns?
Video posts generate 1,200% more shares than text and images combined, making them highly effective for engagement.
What roles do local content and branding play in real estate marketing?
Focusing on local businesses resonates more with the audience, while strong branding builds emotional connections, essential in a crowded market.
By learning from these case studies, real estate professionals can harness the power of social media, driving engagement and connecting authentically with their target audiences.
