Why Boosting a Post Is a Bad Idea for Realtors
- Jerad Larkin
- 3 days ago
- 3 min read
“Should I just boost my posts on Facebook and Instagram, or is there a better way to run ads?”
Boosting a post might sound like the easy button for real estate marketing, but it’s actually one of the fastest ways to waste money on social media ads.
Here’s the short answer: Boosting limits your targeting, drains your budget, and even costs you more if you’re on an Apple device. Instead, you’ll get better results by running ads through Meta Business Suite, where you can control targeting, build custom audiences, and keep 100% of your budget working for you.
Why Realtors Should Stop Boosting Posts
Boosting a post seems tempting. You create a video or a property highlight, click the “Boost” button, set a budget, and watch the likes roll in. But here’s what most agents don’t realize:
Limited targeting: Boosting only gives you basic targeting options. You can’t zero in on your database, past clients, or hyper-local audiences. In real estate, those details matter.
Apple’s hidden tax: If you boost from an Apple device inside the app, Apple takes 30% of your ad spend. That’s money you could have used to actually reach more potential buyers and sellers.
Engagement ≠ conversions: Boosted posts often generate likes and comments, but those don’t necessarily translate to leads or closings.
Boosting is like fishing with a wide net in the middle of the ocean-you’ll catch something, but probably not the fish you actually want.
The Smarter Way: Meta Business Suite
If you’re serious about growing your business with Facebook and Instagram ads, you need to use Meta Business Suite. It’s free, and it unlocks all the tools that make your ads actually effective.
Here’s why it works better:
Custom audiences: Upload your past client list, farm area, or email subscribers. Now you can run ads to people who already know you.
Lookalike audiences: Meta can find people who act like your best clients, expanding your reach intelligently.
Detailed targeting: Instead of vague interests like “real estate,” you can layer in behaviors, demographics, and intent signals.
Full control of placements: Choose exactly where your ads show up—feeds, stories, reels, or even Messenger.
Think of Meta Business Suite as your ad command center. It takes a little more setup on the front end, but once you learn it, you’ll never waste money on boosts again.
A Real-World Example
Let’s say you just listed a property in Denver.
Boosting: You click “Boost” on your listing post, spend $100, and reach a random group of people within 15 miles. Most aren’t even in the market to buy.
Meta Business Suite: You create a targeted campaign, upload your database, and retarget everyone who watched your last property video. That same $100 gets in front of warm leads who are actually looking at homes.
Which ad spend is going to get your seller better results?
How to Get Started with Meta Ads (the Right Way)
Set up a Facebook Business Page and connect it to your Instagram account.
Open Meta Business Suite (business.facebook.com).
Build a custom audience-upload your database or start with people who’ve engaged with your content.
Create a campaign with a clear goal (leads, video views, website traffic).
Run the ad for 30 days with a consistent budget.
That’s it. No Apple tax. No wasted money. Just smart targeting and better results.
Boosting posts is like throwing your ad dollars into the wind. Sure, something might stick-but if you want consistent, measurable results, run your ads through Meta Business Suite.
Your sellers will thank you, your budget will stretch further, and you’ll look like the pro who knows how to market in today’s real estate world.
Questions? Contact:
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Jerad Larkin – Chicago Title Colorado
📞 303.630.9430
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