5 Tips for Making Engaging Social Ads

1. It’s What’s Inside That Counts

We get it, it’s summer. The pool is beautiful, and showing it off is easy. 

However, that’s not what renters are really paying attention to. 

Industry data shows that interior shots and floor plan images are favored over all other images because it helps renters picture themselves living there. Instead of the fitness center or pickleball court, use the kitchen or walk-in closet to stop the scroll. 

Pro Tip: Interiors are what make the home!

Amenities and neighborhood information support the lifestyle, but the floor plans and interior apartment photos tell them so much more about how they’ll actually live.

For example, will their couch and a Christmas tree fit? Is there enough space for a bed and a dresser? Will their dog be able to lounge on the patio? And can they fit the air fryer and toaster on the kitchen counter?

2. Pics or Vids: Why Not Both? 

Short-form video content gives main-character energy and is the strongest tool for storytelling. 

Carousels are a top performer, too, and tend to do better than static images when highlighting multiple apartment homes or amenities side-by-side. 

But there’s no denying the power of photos. In fact, static images are driving the majority of conversions. 

The good news is, you don’t have to choose between them. Test your videos, carousels, and images, and let the data decide. 

Pro Tip: Keep it simple.

1080x1080 (1:1) for feed and carousel placements and 1080x1920 (9:16) for Stories and Reels.

Square and vertical formats consistently outperform landscape on mobile, where the vast majority of renters are scrolling.

3. May We Have Your Attention, Please…

Scientists may disagree on how short our attention spans have gotten, but it’s no secret that attention spans have shrunk considerably. 

In fact, if you’ve made it this far in this article, congratulations! Treat yo’ self. 

For your ads, keep it under 3 lines, use emojis to break up the text, and lead with location so your prospects (no matter where they are) know what city or neighborhood you’re in. 

Pro Tip: Because housing is an Equal Housing Opportunity, Meta requires campaigns to fall under the Special Ad Category (SAC). Use 15-mile radius targeting and "Lookalike" audiences based on your current residents. 

4. Love Your Landing Page(s)

Your ad has been seen and clicked on, which means it’s time to get them over the finish line with a landing page built specifically for that ad.

When the goal is to convert prospects quickly, landing pages help ensure they don’t get lost browsing the full website. The messaging should match the website, but it should also have a clear call to action and a simple layout.

Pro Tip: When the lead comes in, speed matters.

Prospects that receive speedy follow-up or have their call answered immediately tend to convert better than those left to sit and wait. 

5. Keep It Real

Getting a renter to sign a lease requires more than an advertisement and a shimmering swimming pool. 

It requires trust, and trust signals come from your existing residents. 

Reviews are a great way to demonstrate that your current residents love the community and their apartment home. Resident-tagged posts, quick video testimonials, and user-generated content-style clips will build trust faster than ads.

Pro Tip: Don’t retarget your current residents.

Create a negative audience list so you don’t waste your budget on people who already live there. Alternatively, run an ad for resident referral bonuses!

The Bottom Line

Facebook and Instagram ads are pay-to-play, but spending more doesn’t mean you’ll win the lead. 

Don’t forget, when it comes to your ads, you need:

• Real interior photos 
• Correct formatting
• Copy that respects the scroll
• Landing pages that convert
• Creative that builds trust 

Being more deliberate and consistent is what will truly drive success. 

So, keep testing, update your creative when needed, and let performance decide what ads are actually driving your prospects. 

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