Angles worth testing
Location and commute
Hypothesis: Ads that show real travel times to offices, schools and metro stations will attract more serious buyers than amenity-led ads.
- 12 minutes to the nearest metro station. Filmed on a weekday morning.
- Schools, hospitals and the IT park within 5 km. Map in the second slide.
- What the drive to Whitefield looks like at 9 am from this project.
Floor plan walkthrough
Hypothesis: A walkthrough of the actual floor plan with carpet area stated will lift site-visit rate compared with rendered lifestyle visuals.
- 2 BHK, 750 sq ft carpet area. Walk through it room by room.
- Where the sunlight falls in this east-facing 3 BHK.
- Here is the actual floor plan, with furniture to scale.
Price and payment plan clarity
Hypothesis: Stating the all-inclusive price range and payment plan will reduce unqualified leads and improve visit-to-booking rate.
- 2 BHK from ₹68 lakh all-inclusive. Payment plan linked to construction.
- What is included in the price, and what is not.
- See the full cost sheet before you book a visit.
Construction progress
Hypothesis: Monthly construction update videos will build trust with buyers wary of delays and improve lead quality for under-construction projects.
- Tower B, slab 14 completed this month. Drone footage inside.
- Our construction update for October, unedited.
- Check the RERA site for our timeline, then see where we are today.
NRI buyers
Hypothesis: Ads aimed at NRIs that explain video site visits and remote documentation will produce higher-value leads from overseas audiences.
- Buying from Dubai? Book a live video site visit.
- How NRIs can complete documentation remotely, step by step.
- Visit the show flat on a video call at a time that suits your time zone.
Formats
- Instant form with qualifying questions
- Budget, configuration and timeline questions filter out casual browsers before they reach your sales team.
- Walkthrough video
- Shows real space and light. Use actual footage or clearly labelled renders.
- Location map carousel
- One card per nearby landmark with travel time answers the main location question.
- WhatsApp click-to-chat
- Many buyers prefer to ask about price and availability on WhatsApp first. Measure chat-to-visit, not chats.
Policy watch-outs
RERA registration number in ads
Under the Real Estate (Regulation and Development) Act, 2016, a promoter must mention the project's RERA registration number and the state RERA website in every advertisement, and must not advertise an unregistered project that requires registration. Check your state RERA rules for format details.
Real Estate (Regulation and Development) Act, 2016Housing Special Ad Category
Meta applies Special Ad Category rules to housing ads, which restrict age, gender and detailed targeting. Check whether Meta requires the Housing special ad category for your campaign in India before you launch, because a wrongly declared campaign can be rejected.
Meta Business Help Centre: Special Ad CategoriesMisleading price, area and amenity claims
The ASCI Code requires ads to be truthful and not mislead by omission. State whether prices are all-inclusive, use carpet area as RERA defines it, and label artist's impressions.
ASCI Code for Self-Regulation of Advertising ContentGuaranteed returns on property
Claims of assured rental yield or guaranteed appreciation need substantiation under the ASCI Code and can attract regulatory scrutiny. Avoid return guarantees in ads.
ASCI Code for Self-Regulation of Advertising Content
Seasonal calendar
| When | Moment | Ad idea |
|---|---|---|
| April to May | Akshaya Tritiya | Booking launches and site-visit drives, since many families consider it auspicious for property purchases. |
| March to April | Gudi Padwa and Ugadi | New year launches in Maharashtra, Karnataka, Andhra Pradesh and Telangana, in Marathi, Kannada and Telugu. |
| August to September | Onam | Kerala and Gulf NRI audiences, with video site visits and Malayalam copy. |
| September to October | Navratri | Site-visit weekends for Gujarat and Maharashtra buyers who time bookings to the festival. |
| October to November | Dhanteras and Diwali | The largest booking window for many developers. Promote real offers with dates and terms. |
A testing plan
- Write a hypothesis per ad tied to lead quality, for example 'stating the all-inclusive price will lower lead volume but raise visit rate'.
- Set up lead tracking in your CRM and send qualified-lead and site-visit events back to Meta through the Conversions API, so you can optimise and judge on visits.
- Launch concepts that differ in angle or format: location carousel, floor plan walkthrough, price clarity, construction update. Check the RERA number and special ad category on every one.
- Set target cost per qualified lead from your visit and booking rates. Give each concept 2× that target and 3 days, and kill ads with zero qualified leads at 2× target.
- Review weekly by cost per site visit and cost per booking, not cost per lead. Iterate winners one variable at a time.
Questions
- Do I need the RERA number in a Meta ad?
- RERA requires the registration number and the state RERA website to be mentioned in every advertisement for a registered project. Put it in the creative or primary text, and check your state's rules on placement.
- Does Meta's housing special ad category apply in India?
- Meta applies Special Ad Category rules to housing ads and has been extending them to more countries. Check Meta's current guidance and Ads Manager prompts for your campaign before launch.
- How do I improve lead quality from real estate ads?
- Add qualifying questions on budget and timeline, state prices clearly, call leads within minutes, and send site-visit data back to Meta so it optimises for people who actually visit.
- Can I target NRIs with Meta ads?
- Yes, by targeting locations abroad such as the Gulf, UK, US or Singapore. Write copy around remote visits and documentation, and note that housing special ad category rules may still limit targeting options.