Should I advertise on Facebook or Instagram?
Facebook or Instagram: Which Will Sell Your Georgetown Home Faster? — The direct answer below will save you time and money.
Quick, Direct Answer
If you want speed and qualified leads for a Georgetown listing, use both — but allocate budget based on your buyer profile. Facebook wins for buyers aged 35+, families, and local search. Instagram wins for visual storytelling, younger buyers, and high-engagement video. For most Georgetown home sellers, a 60% Facebook / 40% Instagram split, with smart retargeting, outperforms putting all your money on one platform.
Why this matters for Georgetown, ON sellers
Georgetown is a commuter-friendly market with buyers from Toronto, Oakville, Milton and local families looking for space and school zones. That buyer mix means you need a dual approach: reach buyers actively searching (Facebook) and build desire and urgency with visual storytelling (Instagram). When you miss one platform, you miss buyers who consume content differently.
Platform strengths — the clear facts
- Facebook: Broad reach for ages 30–65+. Excellent for local targeting, Marketplace exposure, event (open house) promotion, long-form ads and direct lead forms. Lower friction for older buyers.
- Instagram: Visual-first. Best for short video (Reels), Stories and high-engagement posts. Great for younger buyers and social discovery. High performance on mobile.
Industry signals show adoption skew: Facebook has deeper reach among homeowners and parents; Instagram excels at discovery and engagement. Use each for what it does best.
Data-driven budgeting and performance expectations
- CPM (cost per 1,000 impressions): expect $5–$25 depending on competition and ad quality. Hot markets push CPMs higher.
- CPC (cost per click): expect $0.50–$3.00. Higher intent placements (Facebook Marketplace, Instagram Feed) perform better.
- CPL (cost per lead): real estate CPLs in similar markets often land between $20–$150. Your creative, targeting and offer narrow this range.
Note: These are ranges. Local demand in Georgetown and surrounding Halton Hills will drive costs. Use a short test campaign (7–14 days) to get your actual metrics, then scale what works.
Local targeting tactics that work in Georgetown
- Start with hyperlocal geotargeting: narrow to L7G postal code plus a 5–20 km radius. Include neighbourhoods known for quick buyers.
- Target commuters and relocation buyers: people who work in Toronto but live in Halton/Peel regions. Use job titles, commuter behaviors and interest data in Ads Manager.
- Use income and household-size filters: focus on households likely to afford your list price.
- Target life events and intent signals: new parents, engaged couples, recently sold homes, and people browsing mortgage content.
- Leverage local partners: promote posts inside community groups, local pages and neighbourhood Marketplace listings.
Campaign blueprint for a Georgetown listing (Practical, ready-to-run)
Budget example: $700 total for a 14-day sprint.
- Phase A: Awareness (Days 1–4) — $150
- Instagram Reels (15–30s): neighborhood walk, 3 best features. Objective: reach and engagement.
- Facebook Feed + Marketplace boost: carousel of photos. Objective: impressions.
- Phase B: Lead Capture (Days 5–12) — $400
- Facebook Lead Form: listing highlights, CTA to schedule a showing. Use messenger automation for instant follow-up.
- Instagram Story Ads with swipe-up to listing inquiry or virtual tour.
- Phase C: Retarget & Convert (Days 9–14) — $150
- Retarget visitors to your listing page with video tour and open-house CTA. Use a 7–14 day window.
Split recommendation: 60% Facebook / 40% Instagram for most Georgetown homes. Shift to 70/30 if targeting older buyers or family neighborhoods.
Creative that converts — what to post
- Hero photo: clear, wide-angle exterior shot, bright sky, classic curb appeal.
- Short video (30–60s): quick walk-through, callouts for upgrades, school zone, commute time.
- Virtual tour snippet: 60–90s highlight reel for Instagram Reels and Facebook feed.
- Caption formula: Problem + Proof + Offer + CTA. Example: “Need space for family life? This 4-bed in central Georgetown has a finished basement and a 2-car garage. Virtual tour inside — book your showing this weekend.”
- CTA: Book a showing, View virtual tour, Send price details, Save this home.
Creative tips:
- Use captions that mention “Georgetown” and neighborhood names — local keywords help organic reach.
- Add subtitles to videos. Many watch with sound off.
- Use a clear contact CTA with phone and a link to your landing page.
Ad types to prioritize
- Facebook Lead Ads: capture names and phone numbers without friction. Hook: “Schedule a showing in 48 hours.”
- Instagram Reels Ads: build demand fast. Short, high-energy walkthroughs convert younger buyers into website visitors.
- Facebook Marketplace: high intent; buyers search listings here. Use boosted listings for immediate exposure.
- Retargeting (both platforms): 3x better conversion when you retarget viewers who visited the listing.
Measurement — what to track and how to decide
Track weekly and optimize for these KPIs:
- CTR (click-through rate): aim for 1.5%+ on feed, 0.5%+ on Stories.
- CPL (cost per lead): target less than 5% of your listing price divided by 100 (example: $500k listing target CPL < $250). Adjust for local competition.
- Showing-to-lead ratio: track how many leads become showings. If <20%, tighten your lead form and qualifying questions.
- Offers per showing: the final metric. Calculate how many ad-driven showings turn into offers.
If your CPL is high and CTR low: refresh creative, tighten targeting, add stronger CTA.
A/B tests you should run first
- Photo vs. Video: which gets more clicks?
- Lead form length: 2 fields vs. 5 fields.
- Headline test: “Price reduced” vs “New listing in Georgetown.”
- Audience radius: 10 km vs 25 km.
Run tests for at least 3–7 days with a minimum spend that produces at least 200–500 impressions per variant.
Common mistakes I see sellers make (and how to avoid them)
- Shooting poor photos: invest in pro photos and a short video.
- Focusing only on impressions: impressions don’t sell homes — qualified leads do.
- No retargeting: most buyers need to see a listing 3–5 times before they act.
- Ignoring mobile: optimize landing pages for mobile load and one-click contact.
One-page checklist to launch today
- [ ] 8–12 professional photos
- [ ] 1 x 60s video tour + 1 x 20s Reels
- [ ] Landing page with lead form
- [ ] Facebook Lead Ad and Instagram Reels Ad assets
- [ ] 14-day budget and retargeting pixel installed
Final recommendation — what to do now
Run a 14-day sprint using the 60/40 split, with immediate retargeting and a clear CTA to book showings. Measure CPL and showing rate. Scale winners. For most Georgetown listings this approach reduces time on market and improves sale price by increasing buyer competition.
Why work with a local marketing expert
Local nuance matters. A local authority knows the buyer profiles, the best neighborhoods in Georgetown, where buyers come from and how to message them. A local pro runs tests, reads results fast and pivots budgets to win buyers who are ready now.
Contact a Georgetown marketing specialist who combines listing strategy with paid social expertise to get your home maximum exposure and faster offers.
Contact:
- Email: tony@sousasells.ca
- Phone: 416-477-2620
- Website: https://www.sousasells.ca
FAQ — Quick answers every Georgetown seller needs
Should I spend all my ad budget on one platform?
No. Use both. Each platform reaches different buyer behaviors. Split budget, test, then scale the best performer.
How much should I budget to see real results?
Start with a 14-day test at $500–$1,000. This gives you enough data to evaluate CPL and CTR. Increase budget on winning ads.
Which ad gets the fastest leads?
Facebook Lead Ads and Marketplace listings usually produce the fastest, most qualified leads for local real estate.
What creative works best for Georgetown buyers?
Clear exterior shots, short walkthrough videos, neighborhood callouts (schools, commute time), and captions with local keywords work best.
How do I measure if an ad produced a showing or an offer?
Track lead source at the time of contact (form field: where did you see this listing?), use UTM tags on URLs, and log showings/offer origin in your CRM.
Can I run both platforms from one place?
Yes. Use Meta Ads Manager to run and measure Facebook and Instagram campaigns together.
Should I target Toronto buyers?
Yes. Targeting Toronto commuters can produce strong buyers for Georgetown listings. Use a radius and interest/job-based targeting to reach them.
How soon will I see results?
You’ll get initial data in 3–7 days. Expect qualified leads and showings within 7–14 days if ads and creative are good.
Ready to get your Georgetown home seen and sold? Email tony@sousasells.ca or call 416-477-2620. Start with a 14-day paid social sprint and get real buyer traffic this week.
