Expert talk: Why we’re stopping using Facebook Lead Forms for real estate projects

24.06.25

Every marketing campaign needs room for experimentation. As a marketing and communications agency specialising in real estate, we are constantly trying out new formats and types of advertising to find out what really works when it comes to selling developments.

A look back at a year of testing – and why it’s time to change course.

Over the past year, we have been experimenting extensively with lead forms on Facebook and Instagram. Instead of directing visitors to a project website, these adverts open a form within the platform itself. Once completed, interested parties immediately receive a mini-brochure containing some of the plans. Simple, quick and… at first glance, very promising.

What we saw

✔ Lower cost per lead (CPL)

✔ Higher volume of sales-qualified leads (SQLs)

✖ But no significant additional sales

Although the forms generated many appointments and interested leads, we saw hardly any actual transactions. The sales that did come from Meta turned out, in hindsight, to have originated from traditional campaigns with click-throughs to the website.

What we learnt

What we learnt
Lead forms therefore generate volume and initial interest, but lack the depth and engagement often required for a real estate decision. People who actively click through to a project website usually take more time to review the information, delve deeper into the offering, and ultimately convert more frequently.

We will, of course, continue to test and evaluate, but we are consciously choosing what currently has the greatest impact on our clients’ ultimate goal: sales.

Not every test yields the desired result, and that’s okay. What matters to us is learning from those processes and communicating transparently – both with our clients and internally within our team. Only in this way can we continue to improve our approach.

Our conclusion

Lead forms on Meta are useful for driving volume and visibility, but currently do not contribute to effective conversion for property projects. We have therefore made a conscious decision to refocus our budgets on campaigns that actually drive visitors to the project website – where the conversion rate to sales is significantly higher.

Would you like to know more about how we set up digital campaigns for property projects? Or are you curious about what makes the difference in online lead generation today?

Please feel free to contact us

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