If you are a USA-based real estate agent, broker and an investor starting out with Facebook advertising, it’s important that you know about the Special Ads Category. Facebook’s Special Ads Category limits targeting options for brands and professionals who want to run ads related to housing opportunities and other related services in the U.S. Most real estate professionals believe that now all types of Facebook ads related to promoting real estate services fall in the Special Ads Category, but that’s not true.
In this guide, I will explain what types of ads fall in this category and how to take advantage of all the targeting options that Facebook provides without violating its advertising policies.
What is Special Ads Category
Facebook rolled out the Special Ads Category in March, 2019 after being criticized for allowing advertisers to run the so-called ‘discriminatory’ promotional campaigns. The changes limited the targeting options for advertisers while promoting offers related to housing, job and credit opportunities.
Before these changes came into force, real estate professionals were able to target people based on their:
- zip code,
- ethnicity, and
These were every effective targeting options for realtors because it enabled them to run highly-targeted ads. For example, if you are selling homes in a retirement community, it makes sense to target people based on their age, right?
But now this option is not available for ads promoting real estate offers such as active listings or housing projects.
If you violate the policies related to the Special Ads Category, Facebook will suspend your ad or even account in extreme cases.
Things to consider when running housing ads
Now the question is: Is there any way to use all the targeting options when running real estate Facebook Ads?
Yes, there definitely is!
Facebook says that the restrictions don’t apply to ads “designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws”.
So it you’ve created an excellent guide on ‘how to buy a retirement home’ or ‘how to downsize’, you can definitely promote it without any restrictions on the targeting options.
I would strongly recommend that you run these types of educational promotions on Facebook as much as possible, because I have seen that they lower ad cost and also help you to win the trust of your prospective people.
Once these people click on your educational ad, you can retarget these people with Facebook Pixel to show them other types of ads which are restricted under the Special Ads Category such as active listings.
This means that you will need to show an ad twice to the same user, but in the long run, you will lower your ad cost and get a better conversion rate. I recently wrote an article on how to make real estate Facebook ads profitable in 2020 in which I have explained this in more detail.
When running an under the Special Ads Category, you can’t use Facebook’s ‘Lookalike Audience’ feature. Instead, you can create ‘Special Ad Audiences’ which behave in the same way as Lookalikes, but gender, age, religious views and zip codes and similar interests are not taken into account.
According to Facebook, “A Special Ad Audience uses existing information you have about the people you want to reach to create a new audience with similar online behavior. It’s like Lookalike audiences, but adjusted to comply with the audience selection restrictions associated with your campaign’s chosen Special Ad Category and our ad policies.”
I have seen that once you start running ads under the Special Ads Category, Facebooks sometimes fails to differentiate between regular ads and housing opportunity ads.
So even if you are promoting a lead magnet that educates home buyers, sellers and investors, your ad might get suspended.
I know this is frustrating, but there is nothing you can do about it.
Be very careful about the choice of works and images in your Facebook ad to ensure that you are not violating the advertising policies.
So these were some of the things you need to know about the Special Ads Category. Let me know in comments if you have any questions or comments: