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Facebook ads for luxury property: how 411 enquiries came in for $2.5M residences

The common belief is that you cannot sell multi-million dollar property on Facebook. Our prestige releases say otherwise, as long as you target capacity, not curiosity.

Written by Michael Nadalin, Founder · 26 Oct 2026

The problem with luxury property on Meta

Most paid social traffic at $2M plus is curiosity. Spend against broad property interest and you fill the funnel with window shoppers, report a healthy lead count, and sell nothing.

Target income and location first

For ADA Toorak, priced from $2.495M, we built audiences on income and location signals across Toorak and the inner-east wealth corridors, then layered prestige property intent on top. The result was 411 qualified enquiries at about $80 each, on about $32,800 of spend, Meta only.

Go international when the stock calls for it

49 Walsh Street ran from $4.2M to a $19.9M penthouse. Alongside Melbourne audiences we ran an international high-net-worth layer reaching buyers in Dubai. Enquiries came in at about $63 each, which is a rounding error against a single sale.

Filter on the form, not just the audience

For Auyin's Penthouse Collection, the multi-step form only passed buyers with a budget at or above the sale price. Confirmed sales were pushed back to Meta and Google. Three sales worth $7.3M came from $30,581 of spend: a 240x return.

Test creative like a product

• Static, video and carousel tested against each other
• Lead with the architecture and the address, not a feature list
• Scale the winner, cut the rest, and refresh before fatigue sets in

Selling prestige stock and want to see the full playbook? Read the Facebook ads for property developers page or book a call.

Written by

Michael Nadalin

Founder, Market Lead & Property Lead

Michael has run paid acquisition for Australian property developers across Melbourne, Sydney and Adelaide, from boutique townhome releases to $19.9M penthouses.