Meta Ads for multifamily, built around Special Ad Category rules.
Housing ads run under Meta's Special Ad Category, so age, gender, and detailed interest targeting are switched off before you start. Creative, offer, and landing experience carry the weight instead, which is why we build lease-up awareness, interest-list growth, and retargeting around structured creative testing rather than audience tricks the platform doesn't allow.
Creative is the targeting now
Built inside the rules from day one
No age targeting, no gender targeting, no detailed interest or behavior targeting. We don't propose audience refinements the platform doesn't permit for housing.
Structured testing, not opinions
Multiple angles running at once, unit interiors, amenity spaces, lifestyle, concession offers, retired on a schedule before fatigue sets in and a stable account quietly declines.
Warm the market before you open
Custom audiences built from site visitors and video viewers, growing 60 to 90 days before first move-ins so a lease-up opens to demand instead of silence.
The renter who isn't searching yet
Awareness before there's anything to search for
- Lease-up awareness in a market that doesn't know the community exists yet
- Interest-list growth 60 to 90 days before first move-ins
- Filling one slow floor plan without discounting the whole property
- Promoting a concession the day it changes, not the day the ad happens to update
GA4 and signed leases, not Meta's own count
- Cross-checked against GA4 so reported results survive contact with real traffic
- Cross-checked against leases where the property management system allows it
- Renewal-season retargeting to protect occupancy at a stabilized community
- Retargeting pools and pixel data built and owned inside your own account
Meta spend and leads next to Google, not in a separate report
Meta rarely shows up as the last click before a lease, so a report built only on its own conversions makes it look like the weakest channel in the account. Jamesday Marketing Pulse pulls Meta spend, leads, and interest-list growth onto the same screen as Google Ads and Google Analytics, so you can judge it on what it's actually contributing, not on a number it grades itself.
- Meta spend, leads, and cost per lead by community, daily
- Interest-list growth tracked ahead of a lease-up's first move-ins
- Meta and Google shown together, not as two separate reports
- Alerts when the pixel or conversion tracking breaks
Three ways in. Pick the one that fits.
18% of managed spend, Monitor at $350 per property (Enterprise $300) with the dashboard included. Published, per property, month-to-month.
See pricing →Run 3–5 properties against your current vendor. Beat their cost per lease or the pilot is free. $1,500/mo+ ad spend.
Start the pilot →Thirty minutes, one community's ad account. We'll show you where spend is leaking and what we'd do in the first 30 days.
Book a 30-minute call →Questions about Meta Ads for apartments
Why can't I target specific audiences for my apartment ads on Meta?+
Housing ads run inside Meta's Special Ad Category, which removes age targeting, gender targeting, and detailed interest or behavior targeting, and widens location targeting to a minimum radius instead of a tight one. These restrictions exist to prevent housing discrimination and apply to every advertiser the same way, agency or not. So when someone offers to refine your audience targeting for an apartment community, they are describing something the platform does not allow. What is actually available is creative, offer, and landing experience, which is why we put the effort there instead.
Does Meta Ads actually work for leasing apartments?+
Yes, but in a different role than Google. Meta rarely catches someone ready to sign a lease this week. It builds awareness in a market, grows an interest list before a lease-up opens, and retargets people who already visited the website but didn't book a tour. Judged only on last-click leases it looks weak. Judged on how much it lowers the cost of the tours coming through search, and how fast an interest list fills before move-ins, it usually earns its budget. We report it both ways so you can see which one matters for your community.
Do we keep the Meta ad account and audiences if we leave?+
Yes. Campaigns run inside your own Meta Business Manager and ad account, so the pixel data, custom audiences, and creative history all belong to you. Retargeting pools built over a lease-up or a renewal season are some of the most valuable assets a multifamily account accumulates, and they should never sit inside an agency's shared account where access disappears the day you switch vendors. If you leave, you keep the account, the audiences, and everything we built inside it. We simply remove our own access.