Social ads for property developers: demand for projects through floor plans, construction videos and mortgage offers.
Most new-build buyers are not yet searching for a specific project, but they scroll Instagram and TikTok. Social ads show them floor plans, 3D tours, the courtyard and construction progress, offer a mortgage calculation and bring enquiries into the CRM that the sales team turns into viewings.
In social ads a developer sells not the apartment but the next step: get floor plans and prices, calculate a mortgage, book a tour of the show flat or the site. Specific offers work — «2-room apartment with a monthly payment from N ₸ under 7-20-25», «sales launch of a new phase», «free parking with a reservation before month-end» — along with visuals people trust: real construction videos, apartment walkthroughs, the courtyard and the view.
We build audiences around district and life situation: families with children, young couples, people relocating from the regions, investors. Geography covers the whole city or districts near the project, plus regions buyers move from to Almaty and Astana.
Enquiries come through lead forms or WhatsApp and reach the CRM in seconds; the manager calls back fast, and we optimise campaigns for viewings and reservations, not cost per lead.
What developer social ads management includes.
We choose what to sell this month: sales launch, remaining stock by unit type, parking and storage, commercial units. Each task gets an offer and a landing page.
Families, young couples, investors, residents of nearby districts and regions; interests, lookalikes from the buyer base and retargeting.
Construction videos, apartment and show flat walkthroughs, 3D tours, floor plan carousels with prices. We test 6–10 variants at launch.
Questions about rooms, budget and payment method right in the form — the manager calls with a selection ready.
Enquiry to WhatsApp with a pre-filled message or a lead form to the CRM in seconds, auto-reply with floor plans and a task for the manager.
People who watched videos, opened the unit chart or enquired without reserving: construction progress, new offers, phase launch reminders.
Meta Pixel, Conversions API and CRM: cost per lead, per viewing, per reservation and per contract for each campaign.
Weekly budget reallocation between projects and offers, a monthly report in viewings, reservations and contracts.
Campaign structure.
- «Sales launch» campaign: city reach, project concept video
- «Floor plans and prices» campaign: lead forms by room count
- «Mortgage» campaign: monthly payment under 7-20-25 and Otbasy Bank
- «Site tour» campaign: viewing bookings
- «Regions» campaign: buyers relocating to the city
- «Parking and storage» campaign for existing buyers
- Retargeting: website, 50 %+ video views, unfinished enquiries
- Lookalikes from the buyer base
- TikTok test with apartment walkthroughs
Restrictions on housing ads.
Meta may classify real estate ads under the special «Housing» category: in that case you cannot narrow the audience by age, gender or exact postcode, and lookalike audiences work with restrictions. We plan broad audiences and strong creatives in advance so campaigns do not lose efficiency after review.
The second point is an honest offer: the «from» price must match a real unit on sale, mortgage terms must match the bank's programme, and off-plan sales must be backed by a permit to raise buyers' funds. We keep the documents and a link to the terms on the landing page; this reduces the risk of complaints and rejected ads.
What a buyer from social ads costs.
In our experience and according to market data in Kazakhstan, a social ads lead for a new build costs ₸3,000–12,000, a sales office viewing is 3–6 times more than a lead, and a reservation several times more again, depending on the city, housing class and season. Demand peaks in spring and autumn, at the launch of a new phase and when banks open limits for subsidised mortgages.
The key factors in cost per deal are manager response speed and qualification in the form. If enquiries are called back the next day, half the budget is wasted.
What affects the price of management.
Social ads management for one project on one platform — ₸150,000–250,000 per month; Instagram and TikTok together, several projects or two languages — ₸250,000–400,000. Ad budget is paid separately, at least ₸200,000 per month, for projects in Almaty and Astana from ₸400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Filming construction and apartment walkthroughs is estimated separately. General terms are on the page targeted advertising.
The short version.
How much do social ads for a property developer cost?
Management from ₸150,000 per month plus an ad budget from ₸200,000; for projects in Almaty and Astana the budget starts at ₸400,000. A smaller budget does not let campaigns learn.
What to advertise: the whole project or specific apartments?
Both: brand campaigns for the project build awareness, while campaigns by unit type and mortgage offers bring enquiries. Remaining and hard-to-sell units get separate ads.
Does TikTok work for real estate?
For comfort class and younger buyers, yes: apartment walkthroughs and construction videos reach people cheaper than Instagram. For business class, Instagram and Facebook remain the main channel.
When will enquiries start?
First enquiries come in the first week, a stable cost per lead after 3–4 weeks. Data on reservations and contracts builds up over 1–3 months because of the long deal cycle.
What do you count as a result?
Viewings, reservations and contracts by campaign and their cost — through the ad account, call tracking and CRM. Clicks and reach are intermediate metrics.
Same service for other industries
Need buyers for a project? Describe it and the remaining stock — we will propose campaigns and budget.
Tell us your city, project, which apartments you need to sell first and your current ad budget. We reply with a campaign plan and forecast within 1–2 business days.