Facebook Ads vs Instagram Ads: Which Works Best for Real Estate?

The quick answer

Both can work very well. Facebook is usually stronger for lead capture and longer copy. Instagram is usually stronger for attention and fast reach with short video. The best result comes from using both together inside one plan. Start with a small split test, keep what works, and scale that.

How the platforms differ

Audience mindset

• Facebook users often sit for longer and read more. They are open to clicking forms and links.

• Instagram users scroll faster and prefer visual stories. They act on strong images and short videos.

Formats that shine

• Facebook suits lead forms, longer captions, groups, and event promotion for open homes and auctions.

• Instagram suits Reels, Stories, carousels, and square video that stops the thumb.

Targeting

• Both use the same Meta Ads Manager. You can target by suburb, postcode, radius, interests, and custom lists.

• Facebook placements give you more room for text and links. Instagram placements give you prime, high attention video spots.

Typical results pattern

• Facebook often gives lower cost per lead for valuation offers, suburb reports, and finance checks.

• Instagram often gives lower cost per thousand views and faster awareness for new listings and brand building.

When Facebook is the better first pick

Choose Facebook first if your goal is leads that feed your CRM today. It is ideal for:

• Free suburb market report downloads

• Home value estimate offers with instant forms

• Open home and auction events that need RSVPs

• Retargeting website visitors from your listings

• Vendor education content such as selling checklists

Why this works

• More space for copy and proof points

• Native lead forms that sync to most CRMs

• Older demographics who make household decisions

• Strong sharing inside local community groups

When Instagram is the better first pick

Choose Instagram first if your goal is reach and brand lift this week. It is ideal for:

• Launching a new listing with short video

• Building awareness before a weekend open home

• Highlighting lifestyle and local area stories

• Attracting first home buyers with snackable tips

Why this works

• High impact Reels and Stories placement

• Younger buyers who follow local lifestyle pages

• Quick visual discovery with carousels and short clips

Use both together for best impact

Think of this like a two lane road.

• Instagram stops the scroll and fills the top of your funnel with warm viewers.

• Facebook collects the details with strong offers and forms.

• Retarget both groups with proof such as testimonials and recent sales.

Targeting for local property campaigns

Keep it simple and local.

• Radius target five to seven kilometres around the listing suburb

• Add postcodes for your main service area

• Create custom audiences from your website traffic and past leads

• Build look alike audiences from your past sellers and buyers

• Retarget video viewers who watched at least three seconds

• Exclude recent leads to avoid waste

Compliance note

• Only use contact lists where you have consent

• Follow privacy rules and anti discrimination laws

• Keep copy about the property and location, not personal traits

Creative that converts

For new listings

• One hero image or ten second video that shows the front, kitchen, and outdoor flow

• Clear headline such as New to market in Paddington

• Caption with price guide or range if allowed, bed bath car, and first open time

• Call to action such as Get details or Book inspection

For open homes and auctions

• Simple event image or video with date, time, and address

• Use Facebook Event promotion and Instagram Stories

• Countdown reminder in Stories on Thursday and Friday

• Retarget people who clicked or watched the event ad

For lead magnets

• Offer a Local Suburb Report, Selling Checklist, or Renovate to Sell Guide

• Use Facebook lead forms with three short fields

• Test a value focused headline such as What is your home likely worth in 2025

• Thank you page with a soft invite to book a call

Copy templates you can paste

Listing launch caption

• Headline. Light filled family home in Coorparoo

• Three key points. Four bed. Two bath. Level lawn

• Hook. Walk to cafes, parks, and school

• Next step. First open Sat 10. Send me details to receive the info pack

Lead magnet caption

• Headline. Free Suburb Market Report

• Promise. See current sales, days on market, and price trends for your street

• Social proof. Used by local owners to plan the best time to sell

• Next step. Tap Get Report and we will email it today

Testimonial retargeting caption

• Headline. Sold in three weeks

• Proof. Ten groups at first open and four offers

• Quote. Ken was clear, calm, and got us a great result

• Next step. Thinking of selling. Ask for a price update

Video tips for both platforms

• Aim for nine to fifteen seconds for most Reels and Stories

• Add captions on screen for the first five seconds

• Use a clear hook in the first two seconds

• Show your face and the property in the same frame

• End with one action. Send message or Get details

Budget and bidding you can start with

Small area agent

• Total daily budget 30 to 50 dollars

• Split 60 percent to Facebook lead forms

• Split 40 percent to Instagram Reels and Stories for reach

Multi suburb agent

• Total daily budget 80 to 150 dollars

• Run one always on brand video on Instagram to warm the area

• Run two Facebook lead campaigns for valuation and suburb report

• Keep ten percent for retargeting with testimonials and recent sales

Bidding and objectives

• For leads choose Leads objective with instant forms

• For awareness choose Reach or Video views

• For traffic to a listing page choose Traffic with landing page view optimisation

• For event attendance choose Event responses

A simple 14 day test plan

Day 1 to 2

• Set up two campaigns. Facebook Leads and Instagram Reels Awareness

• Use the same suburb and radius

• Load three creatives per campaign

Day 3 to 5

• Check first results. Turn off any creative with very low click or three second view

• Add one new creative per campaign to replace weak ones

Day 6 to 9

• Retarget video viewers and form opens with a testimonial or case study

• Add a Stories placement for the testimonial

Day 10 to 12

• Double the budget on the best single ad set in each campaign

• Keep the total budget steady by reducing weak ad sets

Day 13 to 14

• Review cost per lead, quality of enquiries, and calendar bookings

• Pick the winner for your main goal and plan next month

Metrics that matter

For awareness

• Three second video views

• Thru plays to the end on short clips

• Reach in your target suburbs

• Profile visits and follows

For leads

• Cost per lead

• Form completion rate

• Lead quality notes in your CRM

• Booked appraisals or inspections

For sales proof

• Open home groups

• Offers received

• Days on market

• New listings won from the campaign

Three ready to run campaign recipes

Open home push

• Objective. Event responses and reach

• Creatives. Square video invite and Stories countdown

• Targeting. Radius plus postcode plus recent website visitors

• Timing. Wednesday to Saturday with daily budget spike on Friday

New listing launch

• Objective. Traffic or Leads based on your page setup

• Creatives. Fifteen second hero video plus three image carousel

• Targeting. Radius plus look alike of past buyers

• Retarget. Anyone who watched or clicked with a listing info pack offer

Suburb report lead capture

• Objective. Leads

• Creatives. Simple image of report cover and short testimonial

• Targeting. Home owner age bands in your farm area

• Follow up. Instant email and a call within one hour

A simple decision tool

Choose Facebook if

• You want names, emails, and phone numbers now

• You use longer copy with proof and detail

• Your audience prefers groups, events, and desktop as well as mobile

• You plan to retarget and nurture over weeks

Choose Instagram if

• You want fast local reach and video views

• Your story is visual and quick to show

• You want to grow brand recall before a major listing push

• You are building a younger first home buyer audience

Choose both if

• You want to fill the top of funnel and convert at the same time

• You have content for short video and for proof based captions

• You want to retarget across placements without gaps

Common mistakes to avoid

• Sending all traffic to a slow website with no clear call to action

• Using only wide area targeting that wastes spend outside your suburbs

• Writing captions that do not say what to do next

• Forgetting to exclude recent leads and past buyers

• Changing too much too fast before data comes in

• Ignoring comments and messages that contain hot enquiries

Compliance and brand care

• Ask for consent before adding contacts to your mailing list

• Be clear about what people will receive when they submit a form

• Do not make claims you cannot prove

• Keep images and copy focused on property features and location

• Follow platform rules on housing ads and local laws on fairness and privacy

Action Plan

The right answer is not Facebook or Instagram. The right answer is the mix that meets your goal, area, and budget. Use Instagram to win attention with short video. Use Facebook to capture details with strong offers and proof. Retarget both to build trust over time.

Your three step action plan

1. Launch a fourteen day split test with Facebook Leads and Instagram Reels. Use the same suburb targeting and three creatives per campaign.

2. Retarget video viewers and form opens with a simple testimonial ad. Keep one clear call to action.

3. At day fourteen, choose the winner for your main goal. Scale that by twenty to thirty percent each week while testing one new creative at a time.

Follow this plan and you will know which platform works best for your area, your listings, and your brand. Then you can invest with confidence and grow results month after month.

Author Ken Hobson
ken@agentslibrary.com.au