Targeted ads for real estate agencies: buyers for a specific development and mortgage program.
An apartment buyer isn't searching for «an agency» — they're looking for a specific development, district or mortgage program. We target Instagram and Facebook to development audiences with mortgage and installment offers, collect leads in WhatsApp and the CRM, and report the cost of an actual inquiry, not a click.
In targeted advertising, real estate wins through audience and offer precision. Audience: people living or working near a development, interested in mortgages and home furnishing — not the whole city, but a specific segment with high intent. Offer: «apartments in a development» doesn't work; «one-bedroom in Nurly Tau from ₸25M — 7-20-25 mortgage, down payment from 20%» does.
The second layer is the realtor's personal brand. On Instagram, buyers follow a specific specialist who shows properties from the inside, explains mortgages and shares market analysis. Ads run under a realtor's name with their face and voice convert better than a corporate agency banner.
Leads go to WhatsApp or a lead form with instant transfer to the CRM, where the realtor responds within 15 minutes; we then count not impressions but actual inquiries and property viewings per campaign.
What's included in agency ad management.
We select 3–5 priority properties or developments with a clear offer: mortgage, installment plan, developer promotion, unique feature. A separate campaign for each.
Geotargeting by radius around a development, interest audiences (mortgage, home furnishing, new builds), lookalike audiences from the CRM buyer base.
Ads with 7-20-25, Otbasy and developer installment terms: down payment, monthly payment, term — specific numbers, not «favorable terms».
Interior property videos and photos, realtor development walkthrough videos, floor plans with prices, Stories formats. We test 6–10 variants.
Inquiry to WhatsApp with a pre-filled message or a lead form with CRM transfer, auto-reply with a selection and a realtor task.
Re-engage people who viewed properties on the website or Instagram but didn't submit an inquiry: property reminder, new photos, price change.
Separate campaigns under individual realtors' names: their faces, property videos, client reviews. Personal brand reduces cost per lead.
Meta Pixel, CRM and call tracking combined: cost per lead, cost per inquiry, cost per property viewing by campaign and property.
Campaign structure.
- Development campaigns: a separate campaign for each priority property
- «Mortgage» campaign: audience interested in mortgages, program offers
- «Rental» campaign: fast demand, district radius, lead form
- «Realtor personal brand» campaign: specialist videos, expert content
- Retargeting: website and Instagram visitors who viewed properties
- Lookalike from CRM buyer base
- Separate campaigns by district and segment (new builds, secondary, commercial)
Real estate advertising restrictions in Meta.
Meta classifies real estate as a «special ad category»: age, gender and some interest targeting cannot be used when advertising housing. This restriction is managed through the right campaign structure — geotargeting and lookalike audiences work without restrictions. We configure campaigns in compliance with Meta policy from the start to avoid account blocks.
What a targeted ad lead costs for real estate.
Based on our experience and Kazakhstan market data: rental lead — ₸2,000–5,000; secondary apartment purchase lead — ₸5,000–15,000; new development lead with a mortgage offer — ₸8,000–25,000 depending on the development and competition. Cost per property viewing is 2–3 times the cost per lead. With an average agency commission of several hundred thousand tenge, this pays off from the first deal — provided the realtor responds within 30 minutes.
What affects management pricing.
Agency targeting management on one platform — ₸150,000–250,000 per month; two platforms, multiple realtors or two languages — ₸250,000–400,000. Ad budget is paid separately, minimum ₸200,000 per month; for competitive developments in Almaty and Astana — from ₸400,000. Setup is included in the first month; one-time setup without management — ₸150,000.
Property and realtor video production is quoted separately. General terms are on the targeted advertising page.
The short version.
How much does targeted advertising cost for a real estate agency?
Management from ₸150,000 per month plus ad budget from ₸200,000 per month. For competitive developments in Almaty, budget from ₸400,000. Below that, the algorithms don't get enough leads to optimize.
Which properties should be advertised first?
Those with a clear mortgage offer and fast conversion: new developments with 7-20-25 or a developer installment plan. Secondary market with mortgage — a separate campaign. Rentals — separately, with a fast lead form.
Is a website needed for targeted ads?
Not for lead forms and WhatsApp — but a landing page for a development with floor plans, prices and a mortgage calculator improves conversion. We often build a development landing page in 1–2 weeks alongside campaign setup.
How soon will inquiries start coming in?
First leads — within the first week; stable cost per inquiry — after 3–4 weeks of campaign optimization and creative selection.
What do you consider a result?
Inquiries and property viewings per campaign and development, and their cost — tracked through the ad account, CRM and call tracking. Clicks and reach are not results.
Same service for other industries
Need buyers for a specific development? Describe the properties and budget — we'll propose campaigns.
Tell us your city, priority developments or property types, current ad budget and how you receive inquiries. We'll reply with a campaign plan and forecast within 1–2 business days.