Builder FAQ

Facebook Ads for Builders: FAQ

Straight answers to what home builders ask most about Walled Garden HQ: what the platform is, how buyer leads reach your sales team, what campaigns cost, and who pays Meta for the advertising.

Updated October 3, 2026

What is Walled Garden HQ for home builders?

A self-serve Facebook & Instagram advertising platform. Your team adds available homes, builds campaigns from templates, Ad Creative Studio, or Sage, and approves every budget before launch. It is not an agency, CRM, listing portal, or MLS product.

  • No Facebook ad account needed — Walled Garden provides the Meta ad infrastructure.
  • Meta's Housing Special Ad Category is applied to every real estate campaign automatically.
  • Homes are entered manually or from a listing URL; there is no MLS or IDX integration.
  • Your team controls what launches, on what budget, and when.

How do buyer leads get to our sales team?

Buyers complete a built-in lead form inside Facebook or Instagram, and Walled Garden routes that inquiry — with contact details — to the recipients your team configured for the campaign, such as the sales counselor for that community.

  • No separate landing page is required; the form runs inside Facebook and Instagram.
  • Lead delivery is configured per campaign, so the right counselor gets the right inquiry.
  • Walled Garden reports lead volume, spend, and cost per lead.
  • The sales conversation and follow-up stay with your team.

For what happens after the form is submitted — and why follow-up speed matters — read our expert interview on what makes real estate Facebook ads work.

What does it cost — and who pays Meta for the ad spend?

Plans start at $97/month, and each campaign carries a fee of $14 flat + 15% of ad spend per campaign paid to Walled Garden. The advertising budget is separate: it is paid directly to Meta on your own card, and Walled Garden never bills or marks up your ad spend.

  • Subscription: Solo $97/mo, Advanced $297/mo, Branded $497/mo, Enterprise $1,997/mo.
  • Campaign fee: $14 flat + 15% of ad spend per campaign, in addition to the subscription.
  • Media spend: paid directly to Meta by the account that runs the campaign.
  • 10-day free trial, no credit card required. No contracts, cancel anytime.

Under Branded/Agency Mode, each user adds their own card and pays Meta directly, so the organization carries no ad-spend float or liability.

Every builder question, answered

Walled Garden HQ is a self-serve Facebook & Instagram advertising platform for real estate professionals, including home builders. It is not an agency: your team creates, reviews, and launches its own campaigns. It is also not a CRM, listing portal, or MLS product, and it does not replace any of those systems.

No. Walled Garden provides the underlying Meta ad infrastructure and applies the Housing Special Ad Category to every real estate campaign. Your team signs in, controls what the campaign says, approves the budget, and launches. There is no separate Ads Manager setup to manage.

Add the home to the platform by entering its details manually or pulling them from its listing page URL — there is no MLS or IDX feed involved. Then build the campaign with a proven template, the Ad Creative Studio, or Sage, our AI assistant. Your team reviews the campaign and approves the budget before anything goes live.

No. There is no MLS or IDX integration. Homes are entered manually or pulled from a listing page URL, which keeps setup independent of whatever listing system your organization uses.

The buyer can complete a built-in lead form directly inside Facebook or Instagram — no separate landing page required. Walled Garden then routes that inquiry, with contact details, to the recipients your team configured for that campaign.

Whoever your team configures. Each campaign's lead delivery can be pointed at specific recipients, such as the sales counselor responsible for that community, so inquiries reach the right person with the context they need to follow up.

No. Walled Garden captures the lead through the ad's built-in form and routes it to your configured recipients with notifications. The sales conversation itself — calling, texting, and nurturing the buyer — stays with your team. The platform reports on lead volume, spend, and cost per lead so you can see how campaigns perform.

Plans start at $97/month (Solo $97, Advanced $297, Branded $497, Enterprise $1,997). Each campaign launched through Walled Garden carries a fee of $14 flat + 15% of ad spend per campaign, in addition to the subscription. Media spend is separate: it is paid directly to Meta by the account that runs the campaign, and Walled Garden never bills your advertising budget. 10-day free trial, no credit card required. No contracts, cancel anytime.

You do — directly to Meta, on your own card. Walled Garden never bills your advertising budget and never marks up media spend. Under Branded/Agency Mode, each user adds their own card and pays Meta directly, so the organization carries no ad-spend float or liability.

Each campaign launched through Walled Garden carries a fee of $14 flat + 15% of ad spend per campaign. The 15% is calculated on that campaign's ad spend, and the fee is in addition to your monthly subscription. The advertising budget itself goes to Meta, not to Walled Garden.

No contracts — you can cancel anytime. New teams start with a 10-day free trial and no credit card is required, so you can build and review campaigns before paying anything.

U.S. housing ads run under Meta's Housing Special Ad Category: location targeting has a 15-mile minimum radius with no ZIP code, age, gender, or exclusion targeting, and Lookalike Audiences are not available. First-party Custom Audiences built from your own data and broad/Advantage+ delivery remain available. Walled Garden applies the category to every campaign automatically. This is general information, not legal advice.

Yes. If you have an approved financing incentive — a rate buydown, closing-cost credit, or available upgrade — your team can build the campaign around that offer. The incentive examples shown on our builder demo page are illustrative of the format, not documented results.

Related reading

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