The Best Social Media Ad Formats for Real Estate Listings

Social media ads can put your listings in front of the right people at the right time. The secret is choosing the right ad format for the job. This guide explains each major format, when to use it, what to include, and simple steps to make it work for your next campaign.

A Quick Overview

Use this list to match your goal to the best format.

• Need fast reach for a fresh listing
  Single Image or Reels or Stories

• Want to show many features in one ad
  Carousel

• Want strong engagement and time on screen
  Video or Reels

• Need mobile friendly shopping feel
  Collection or Instant Experience

• Want to capture names and numbers inside the app
  Lead Ads

• Want locals to visit an open home
  Local Awareness or Reach with a map creative

Single Image Ads

Simple and quick. Great for brand new listings and price updates.

What to include

• A bright hero photo such as facade or kitchen

• A clear headline such as New to Market or Price Adjusted

• Three to five key features such as beds baths car and land size

• A strong call to action such as Book an Inspection

Best use

• New listings

• Price changes

• Just sold proof

Creative tips

• Use square 1080 by 1080 or vertical 1080 by 1350 for more screen space

• Add a gentle border and your logo in a corner

• Keep text on the image under one third of the space

Carousel Ads

Swipeable cards that tell a simple story. Perfect for showing different rooms or benefits.

What to include

• Card 1 facade and headline

• Card 2 living area

• Card 3 kitchen

• Card 4 master suite

• Card 5 outdoor area or floor plan

Best use

• Feature heavy homes and apartments

• Project marketing with stages and inclusions

• Before and after stories for renovations

Creative tips

• Keep all photos the same style and colour tone

• Use short card titles such as Light Filled Living

• Link each card to the same landing page to keep tracking clean

Video Ads

Moving pictures hold attention and build feeling. You do not need fancy gear.

What to include

• Hook in the first three seconds such as Street record location or Walk to the beach

• Quick cuts that match the flow of the home

• On screen captions for viewers with sound off

• A call to action in the final frame

Best use

• Lifestyle led properties

• Homes with a view or special layout

• Teasers before the full photo set is ready

Creative tips

• Length from 15 to 30 seconds for feeds

• Ratio 1080 by 1920 for vertical or 1080 by 1080 for square

• Film in natural light and keep camera movements slow and steady

Reels and Stories

Fast and vertical. These are seen in high attention placements on mobile.

What to include

• A bold first shot

• Text stickers like Open Home Saturday

• Music that matches the mood

• A quick tap to message prompt

Best use

• Open home invites

• Auction reminders

• Sneak peeks the day before launch

Creative tips

• Keep it under 20 seconds

• Use three to five clips

• End with a face to camera invite to message you

Slideshow or Animated Photo Ads

Turn photos into a simple video without filming.

What to include

• Five to eight photos

• Gentle zoom and pan

• Background music

• Text overlays such as price guide and suburb

Best use

• When you only have photos

• Lower budget campaigns

• Regional internet speeds where video files may load slowly

Creative tips

• Keep transitions soft and slow

• Add captions so key info is clear even on mute

Collection and Instant Experience

A mobile mini site that opens inside the app. Very useful for multiple listings.

What to include

• A hero image or video

• A grid of three to six listings with a short line each

• Buttons for View Details and Book an Inspection

Best use

• Weekly list of new stock

• Project marketing with floor plans and inclusions

• Farm and acreage with many lifestyle features

Creative tips

• Keep the layout clean

• Use simple headings and large tap areas

• Make one clear action the star

Lead Ads

Forms open inside the app so people can enquire without leaving. Easy to use and fast.

What to include

• Two to three simple questions such as name phone email

• One intent question such as Would you like the contract of sale

• A consent line that explains how you will contact them

Best use

• Private inspections

• VIP list for off market

• Open home reminders

Creative tips

• Keep fields short

• Use an instant reply message that confirms next steps

• Connect to your CRM so follow up happens fast

Local Awareness and Reach Ads

Designed to reach people near the property. Great for foot traffic.

What to include

• Map screenshot with a pin or a simple graphic showing the street

• Clear day and time for the open home or auction

• Parking notes if needed

Best use

• Open homes

• Auction day

• Neighbour proof for just sold

Creative tips

• Use radius targeting around the address

• Keep the copy short

• Run the ad the day before and the morning of the event

TikTok and YouTube Shorts

Short vertical video that feels native to each platform.

What to include

• A strong hook in the first two seconds

• Big on screen text

• A clear next step such as Comment for the price guide

Best use

• Lifestyle and story content

• Renovation and design features

• Coastal and view homes

Creative tips

• Keep energy high

• Use jump cuts and quick captions

• Aim for 10 to 20 seconds

YouTube In Stream and Discovery

Helpful when you want long reach at low cost for big listings.

What to include

• A five second hook before the skip button

• Thirty to sixty second walk through

• Link to your landing page

Best use

• Premium stock

• Project launches

• Area profile videos that support your listing

Creative tips

• Add subtitles

• Use a friendly voice over

• Place your brand in the first five seconds

Creative Specs Cheat Sheet

Use these simple sizes so your ads look sharp.

• Square feed
  1080 by 1080

• Tall feed
  1080 by 1350

• Full screen vertical
  1080 by 1920

• Video length
  Reels and Stories from 10 to 20 seconds
  Feed video from 15 to 30 seconds
  YouTube from 30 to 60 seconds

• File tips
  Export high quality
  Keep text large and easy to read
  Add captions for silent viewing

Hook and Caption Formulas

Use these plug and play lines to make writing easy.

Hooks

• Walk to landmark name from this home

• Sun filled and move in ready in suburb

• Quiet street big yard close to school name

• New to market first look inside

Caption template

• Line 1 hook

• Line 2 three to five features such as bedrooms bathrooms car land size

• Line 3 location benefits such as walk to cafe or school

• Line 4 call to action Book an inspection message us now

Hashtags

• Use suburb

• Use property type such as house unit townhouse

• Use brand tag

Targeting Tips by Format

• Single Image and Carousel
  Target by suburb interest and age bands that match buyers. Retarget website visitors and video viewers.

• Video and Reels
  Use broad local radius to let the system learn. Build a custom audience of people who viewed 3 seconds or more.

• Lead Ads
  Start with a warm audience such as website visitors and past engagers. Expand once your cost per lead is steady.

• Local Awareness
  Use 3 to 5 kilometre radius around the property. Exclude recent buyers if your data allows.

Budget and Bidding Made Simple

You do not need a big spend to win attention.

• Fresh listing push
  From 20 to 40 dollars per day for 3 to 5 days

• Open home reminder
  From 10 to 20 dollars per day for 2 days

• Auction week
  From 20 to 30 dollars per day for 3 days

• Always on local reach
  From 5 to 10 dollars per day to keep your brand in front of the market

Start small. Watch results. Increase only when the numbers are healthy.

What to Measure for Each Format

• Single Image and Carousel
  Reach cost per thousand impressions click through rate landing page views

• Video and Reels
  Three second views average watch time percentage watched profile visits

• Lead Ads
  Cost per lead lead quality speed to first call

• Local Awareness
  Reach within radius message replies store visits if available

Simple rule

• If people do not click change the image or hook

• If people click but do not enquire improve the landing page or offer

Simple Build Steps You Can Repeat

1. Choose one clear goal such as inspections or enquiries

2. Pick the best format for that goal

3. Gather photos video and a short script

4. Write a hook caption and call to action

5. Set your audience and location

6. Start with two versions to test

7. Launch for 3 to 5 days

8. Keep the winner and pause the loser

9. Refresh creative each week until the property is sold

Ready to Copy Playbooks

New Listing

• Format Reels or Single Image

• Hook New to market in suburb

• Caption Three features and move in benefit

• Call to action Book an inspection today

Open Home Invite

• Format Stories with vertical video

• Hook Open this Saturday time

• Caption What to expect parking tip nearby cafe

• Call to action Save the time and message for the address

Auction Reminder

• Format Video or Local Awareness

• Hook Auction this Saturday at time

• Caption Final chance to view today

• Call to action Message for contract and bidder registration

Price Adjustment

• Format Single Image or Carousel

• Hook New price guide contact for details

• Caption Features and location benefits

• Call to action Book a private tour

Just Sold

• Format Carousel or Video

• Hook Sold in days with buyer demand note

• Caption Three reasons buyers loved it

• Call to action Thinking of selling message for a price update

Final Tips To Make Every Format Work

• Lead with the benefit the buyer cares about

• Keep text short and easy to scan

• Use faces and movement to stop the scroll

• Always include a clear next step

• Reply to comments and messages within minutes

Choose the format that matches your goal and your assets. Start simple. Keep testing. With the right format and a clear message your listing will stand out and attract the right buyers and sellers.

Author Ken Hobson
ken@agentslibrary.com.au