Paid Social
Paid social that turns reach into leases.
We put media budget behind your best video across Meta and TikTok — launched, optimized, and measured to the signed lease. Every campaign runs inside housing's advertising rules.
New lead
from a sponsored post
What we run
A paid team for your whole portfolio.
Not a boosted post here and there. One managed paid program — strategy, creative, media buying, and reporting — running across every community you operate.
Strategy & budget
We plan always-on campaigns for every community and put your budget where occupancy goals and live performance say it belongs.
Ad-ready creative
The same agency-grade vertical video becomes scroll-stopping paid creative — multiple cuts per community, tested against each other.
Launch & optimization
We run the campaigns end to end across Meta and TikTok — placements, bids, and creative rotated continuously toward what performs.
Reporting to the lease
Every dollar ties back to leads, tours, and signed leases by community and channel — cost-per-lead and cost-per-lease, not impressions.
Compliant by design
Built for housing's advertising rules.
Housing ads play by stricter rules than the rest of the feed — and targeting missteps are lawsuit bait. So compliance isn't an add-on here; it's how every campaign is built from the start, giving your communities reach and relevance without crossing a fair-housing line. Compliance is ultimately the housing provider's responsibility, and our setup is designed to support it.
We always
- Run every housing campaign in the platform's Special Ad Category
- Reach renters by market and geography, within the rules
- Compete on creative and relevance, not protected-class signals
We never
- Target or exclude by age, gender, or ZIP code
- Use demographic, interest, or behavioral targeting tied to protected classes
- Build audiences from personal data the housing rules prohibit
Organic + paid
Your owned audience, amplified.
Social Media Management builds an audience you own; paid social puts budget behind the content that's already working. Together they compound — organic earns the reach, paid extends it to every renter actively searching your market right now.
Explore Social Media ManagementFAQ
Questions teams ask.
Which platforms do you advertise on?+
Meta — Instagram and Facebook — and TikTok today, with creative and placements tuned to each. We run the campaigns end to end, not just hand you an ad set.
How is this different from your Social Media Management service?+
Organic builds an audience you own over time; paid puts media budget behind your best video to reach renters searching right now. Most portfolios run both — they compound.
How do you keep targeting fair-housing compliant?+
Every housing campaign runs inside each platform's Special Ad Category, which limits targeting to compliant settings. We never target or exclude by age, gender, ZIP code, or other protected-class signals.
Whose ad accounts do you use?+
Yours. You own the ad accounts, the data, and the audience; we operate them on your behalf — so nothing is locked to us if you ever leave.
How do you measure results?+
Cost-per-lead and cost-per-lease by community and channel, tied to signed leases — so you see what budget actually drove move-ins, not just impressions.
How much budget do we need?+
We right-size media spend to your occupancy goals and markets, then deploy it toward the communities and creative that perform. We'll walk through the specifics in a demo.
What's the commitment?+
Month to month. No annual lock-in — if we're not earning our fee in leases, you can walk.
Get in touch
Start building your advantage.
Let's talk about how Pro Forma can keep your whole portfolio visible — stabilized communities and lease-ups alike.