How to sell houses through targeted advertising: GOODWILL case
The real estate sector is one of the most challenging for advertising. Decisions are made slowly, bids are high, competition is fierce. Imagine: a person is buying not sneakers, but a house, and does this at most 1–2 times in their life. But even in such a niche, targeted advertising on Facebook and Instagram can yield results — if set up correctly.
This is a case study of GOODWILL (Dnipro, Ukraine), a developer specializing in the sale of private houses. Over 4 months, we managed to gather quality leads, stabilize the cost per lead (CPL), and build a clear analytical model.
General data
Niche: sale of private real estate
Location: Dnipro city
Format: targeted advertising on Facebook + Instagram
Duration: 4 months
Average CPL: $24.5
Cost per click (CPC):
• Traffic campaigns — from $0.04
• Lead generation campaigns — from $0.28 to $1.71
Real estate promotion strategy
Audience segmentation: separately identified those looking for a house within the city, in the suburbs, for rent, etc.
Tested offers: viewing, consultation, full price, installment — looked for what appeals.
Ad formats: launched videos, static creatives, carousels.
Analysis through analytics + feedback from salespeople: quickly responded to lead quality.
Collaboration with the PR team: received creative briefs, worked on content scripts.
What yielded results?
Constant communication between the sales department, marketing, and the agency
Flexible adaptation to changes — launching new formats and messages
Focusing not only on the product (house), but on the buyer’s need (comfort, security, favorable price)
Why does real estate advertising not always work?
Because it’s done “for everyone.” The audience in this niche demands personalization.
That’s why we built each campaign around a clear hypothesis: who, why, when to show this offer.
Targeted advertising for real estate is not about bright pictures. It’s about trust, value, and relevance. We tested dozens of options, searched for the best entry points, and that’s why the results remained stable.
Who is this approach suitable for?
developers
real estate agencies
companies selling elite or suburban real estate
projects with a long decision-making cycle
Conclusion
Selling houses through targeted social media advertising is not a fantasy. With well-structured analytics, coordinated communication between teams, and a testing strategy — there will be results.
If you are looking for an agency that understands how to sell real estate through advertising, how to optimize CPL, and find growth points — contact us.
At Pershe, we don’t guess; we test. And we provide figures that sell.
This is a case study of GOODWILL (Dnipro, Ukraine), a developer specializing in the sale of private houses. Over 4 months, we managed to gather quality leads, stabilize the cost per lead (CPL), and build a clear analytical model.
General data
Niche: sale of private real estate
Location: Dnipro city
Format: targeted advertising on Facebook + Instagram
Duration: 4 months
Average CPL: $24.5
Cost per click (CPC):
• Traffic campaigns — from $0.04
• Lead generation campaigns — from $0.28 to $1.71
Real estate promotion strategy
Audience segmentation: separately identified those looking for a house within the city, in the suburbs, for rent, etc.
Tested offers: viewing, consultation, full price, installment — looked for what appeals.
Ad formats: launched videos, static creatives, carousels.
Analysis through analytics + feedback from salespeople: quickly responded to lead quality.
Collaboration with the PR team: received creative briefs, worked on content scripts.
What yielded results?
Constant communication between the sales department, marketing, and the agency
Flexible adaptation to changes — launching new formats and messages
Focusing not only on the product (house), but on the buyer’s need (comfort, security, favorable price)
Why does real estate advertising not always work?
Because it’s done “for everyone.” The audience in this niche demands personalization.
That’s why we built each campaign around a clear hypothesis: who, why, when to show this offer.
Targeted advertising for real estate is not about bright pictures. It’s about trust, value, and relevance. We tested dozens of options, searched for the best entry points, and that’s why the results remained stable.
Who is this approach suitable for?
developers
real estate agencies
companies selling elite or suburban real estate
projects with a long decision-making cycle
Conclusion
Selling houses through targeted social media advertising is not a fantasy. With well-structured analytics, coordinated communication between teams, and a testing strategy — there will be results.
If you are looking for an agency that understands how to sell real estate through advertising, how to optimize CPL, and find growth points — contact us.
At Pershe, we don’t guess; we test. And we provide figures that sell.
Dnepr 
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