Open House Facebook Ads: Examples and Setup
Examples, copy, and the full setup for getting more visitors to your next open house.
Quick answer
An open house Facebook ad states the date, time, and address, highlights one or two standout features of the property, and offers a "can't make it" alternative so people who cannot attend can still request a showing. It runs under Meta's Housing Special Ad Category (minimum 15-mile radius, no ZIP, age, or gender targeting), and performs best launched several days before the event with a sustainable daily budget.
An open house ad works best as part of a short, structured push in the days leading up to the event, not a single last-minute post. The agents who consistently get strong turnout follow a timeline that starts before the weekend of the open house.
A Timeline for Open House Marketing
Several days before: launch the ad
Launch a dedicated open house ad with a carousel or single image of the property's best features. Copy should include the date, time, and address. Give Meta's delivery system time to find people before the event.
A day or two before: organic content and email
Post about the open house on your personal feed and Stories. Send an email to your contact list with the open house details. If you have a list of people who previously engaged with the listing, this is also a good time to reach them again.
Day of: same-day push
Post a "happening now" Story and feed update during the open house. A short walkthrough video can catch the attention of people nearby who are free that afternoon.
Housing Special Ad Category Targeting
Open house ads run under Meta's Housing Special Ad Category on Facebook and Instagram, so targeting is a geographic radius of at least 15 miles around the property, with no ZIP code, age, or gender targeting available. Detailed interest targeting is limited, and Lookalike Audiences are not available for housing ads (Special Ad Audiences were discontinued in 2022). Custom Audiences from your own contact list or people who have engaged with your page can still be used alongside Meta's Advantage+ and broad delivery tools.
Budget Approach
Choose a daily budget you can sustain for the run-up to the open house, typically several days to about a week. Check delivery daily and consider whether to keep the ad running past the event for a "didn't make it" follow-up push.
Capturing and Following Up on Leads
Getting people to the open house is only part of the strategy. Use a sign-in system to collect contact information, ask about timeline and whether they are working with an agent, and follow up within a day. For people who saw the ad but could not attend, route them to a "request a private showing" option instead.
| Placement | Ratio | Size | Notes |
|---|---|---|---|
| Feed (Facebook & Instagram) | 1:1 or 4:5 | 1080x1080 or 1080x1350 px | Lead with an exterior or standout interior shot; overlay date, time, and address clearly. |
| Stories & Reels | 9:16 | 1080x1920 px | Good for a "happening now" update during the event; keep text in the safe zone. |
| Carousel | 1:1 per card | 1080x1080 px per card | 3-4 cards: exterior, a key interior room, the event details card, and a "can't make it" card. |
Variant A: Event details first
Illustrative exampleOpen House This Weekend
Open house Saturday 1-3pm at [address]. A 3-bedroom home with an updated kitchen and a fenced backyard. Stop by and take a look.
Can't make it? Request a private showing.
Variant B: Feature-led
Illustrative exampleTour This Home in Person
See the open living layout, covered patio, and updated bathrooms in person. Open house this Saturday from 1 to 3pm.
Get directions and details.
Variant C: Can't make it alternative
Illustrative exampleOpen House Saturday, or Schedule Your Own Time
Open house Saturday 1-3pm. If that time does not work, request a private showing and we will find a time that does.
Request a private showing.
How to launch this in Walled Garden
- 1Paste the listing URL into Walled Garden, or enter the property and event details manually.
- 2Choose an open house template in Creative Studio and add the date, time, and photos.
- 3Review the targeting radius around the property (minimum 15 miles, no ZIP targeting under Special Ad Category).
- 4Approve the daily spend; media spend is paid directly to Meta.
- 5Launch several days before the event, then post a same-day update from the open house itself.
Frequently Asked Questions
How far in advance should I promote an open house on Facebook?
Launch the ad several days before the event, ideally three to five days out, so Meta has time to deliver it to people in the area. A same-day post can still create last-minute interest alongside it.
What targeting is allowed for open house ads?
Open house ads run under Meta's Housing Special Ad Category, which limits targeting to a geographic radius of at least 15 miles with no ZIP code, age, or gender targeting. Custom Audiences from your own contact list can still be layered in along with Meta's broad delivery tools.
Should I use a Facebook Event or a lead ad for an open house?
A lead ad or a link to a landing page collects contact information directly, which makes it easier to follow up with people who saw the ad but could not attend. A Facebook Event mainly collects RSVPs without contact details.
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