When it comes to selling new homes, timing and targeting are everything.
Whether you’re gearing up to launch a brand-new development, open the doors to a show home, or sell those last few remaining plots, you need to get the right message, in front of the right people, at the right time.
Here we explore the key benefits of using paid ads in new homes marketing, and which types work best when it comes to promoting your new build properties.
Fast, flexible and focused
Unlike organic marketing, which takes time to build momentum, paid ads can get your new build developments in front of buyers within hours. If you’ve got a new site coming soon, you can start building awareness and capturing early interest before the first brick has even been laid. Got a show home opening next weekend? Paid ads can help you spread the word in hours.
Paid ads allow you to be specific about who you’re targeting, from first-time buyers, families looking for more space or downsizers looking for a low-maintenance lifestyle. On some platforms, you can also choose to show your ads to people based on their age, interests, location and even browsing behaviour.
In addition, on some channels, using paid ads allow you to geo-target buyers looking for homes in specific areas, which is ideal for relocators or commuters looking for a better-connected based.
Right place, right time with Google Ads
When it comes to intent-driven marketing, Google Ads is one of the most effective tools available.
Classic search, text-based ads are a smart, simple and scalable option for promoting specific developments or locations. With search ads, you can appear near the top of Google search results when someone uses keywords relevant to your ad, such as “new homes near me”, “new homes in Norfolk” or “3 bed house for sale in Bedfordshire”. These people are thinking about buying a home, so getting in front of them is crucial.
Display ads, meanwhile, are great for brand awareness and remarketing. They’re often used to remind visitors who’ve already visited your website to come back and take another look. You can also take advantage of Google’s Performance Max campaigns which use AI to deliver your ads across Search, Maps, YouTube and Gmail, helping to maximise your reach while automatically optimising for performance.
Inspire buyers on Meta
Facebook and Instagram are great for visual storytelling and help people picture themselves living in one of your new homes, even if they weren’t actively house hunting. A beautifully styled kitchen, a walk-through video of a show home or even a few lifestyle shots of the local area can stop someone scrolling and spark real interest.
These platforms are particularly effective for generating early-stage leads and building long-term brand awareness. Even if someone doesn’t convert right away, you can retarget them later. Meta offers lots of retargeting options, so you can target someone who opened a lead generation form but didn’t submit it, or perhaps even visited a specific page on your website without converting.
Meta Lead Generation Ads allow users to register their interest without leaving the app, streamlining the journey and increasing conversion rates. Lead Generation ads can also be a way great to share brochures, in exchange for people’s details, they receive your brochure. For housebuilders, it’s a quick and easy way to turn casual interest into a pipeline of potential buyers.
Use hyperlocal targeting
Some platforms also allow for hyperlocal targeting, which is especially useful in new homes marketing. This means you can limit your ads to people within a certain radius of your development or focus on specific towns and villages.
Want to reach professionals looking to relocate from London? Or retirees downsizing within the same county? With the right audience filters, you can serve tailored messages that speak directly to your perfect buyer, which maximises impact and minimises wasted spend.
Get budget-friendly, scalable results
You don’t need huge budgets to see results from paid ads. Both Google and Meta platforms allow for flexible spending, making them ideal for everything from small-scale pilots to major multi-site campaigns.
Start small, test different creatives, messaging or offers, and optimise based on what’s working. You can also pause ads, adjust spend or shift focus from one development to another in just a few clicks. Over time, you’ll build a clearer picture of what drives enquires and you can scale up your budget accordingly.
Looking to use paid ads in your marketing?
If you’re not already using paid ads to promote your new build homes, there's never been a better time to start. Between Google and Meta, you’ll have the tools to drive awareness, boost traffic and turn browsers into buyers.
At MMS, we are property marketing experts, working with housebuilders of all sizes to launch, promote and sell developments across the UK. Ready to use paid ads to turn clicks into conversions? Learn more about our digital marketing services and get in touch with our team here.
