In light of recent updates to Meta and other online advertising platforms, it is crucial to engage a strategic partner equipped with industry knowledge. P11 is committed to optimizing your digital advertising initiatives, streamlining the management of existing campaigns, and successfully launching new ones. As we approach 2025, Meta will implement significant changes, particularly concerning housing-specific advertisements. These new restrictions may influence both your ongoing campaigns and future initiatives. Here’s how these developments will impact the real estate sector.

MANDATORY COMPLIANCE OR FACE PAUSED/REJECTED CAMPAIGNSAny existing campaigns/ad sets used by custom audiences or lists not complying with new requirements will automatically be paused.

BUSINESS EMAIL CONTINUITYAd accounts for housing must have all campaign managers using the same business email domain. Otherwise, access will be unavailable.

NO MORE SHARED AUDIENCES IN PORTFOLIOSAds about housing may not use shared audiences from different business portfolios. We recommend hosting all communities under one brand-level business portfolio.

GENERIC EMAIL VULNERABILITYA restriction may be triggered by generic email domains like gmail.com, outlook.com, hotmail.com, yahoo.com, etc. This can be easily solved by using your company/agency’s email in your business portfolio to prevent a triggered rejection from a shared audience.

LIST CERTIFICATION REQUIREMENTSIf you are based in the U.S. or targeting U.S. audiences with ads about housing, you must certify that your customer lists are not based on restricted information (i.e., consumer report information).

HOUSING ADS & CRA’SBusinesses identifying as CRAs (Customer Reporting Agencies) will no longer be able to use customer lists and custom audiences for housing ads.

P11 IS HERE TO HELPWith these changes to Meta and other online advertising platforms, it’s important to have a partner on top of the latest updates. P11 is here to help you sift through the noise to elevate your digital advertising efforts. Contact us now to learn how we can help launch your campaigns and keep your properties top of mind through P11’s digital campaign capabilities and solutions purpose-built for the real estate industry.