RE Investment Platform.
Real Estate Investment · DTC · Accredited Investors
A real estate investment platform offering fractional ownership of stabilised commercial properties needed to scale its accredited investor registration funnel. The platform's strong 22% registration-to-investment conversion rate was established — the bottleneck was qualifying investor registrations at sustainable CPL. We delivered 1,840 accredited investor registrations at $32.60 CPL on Meta, with an average subsequent investment of $45,000 per converted investor.
Geo
USA · Texas · Florida · Arizona
Source
Meta
Period
Q3–Q4 2024
Tier
RE Investment · DTC
The Setup
What we were working with.
The Problem
Reaching accredited investors ($200K+ income or $1M+ net worth) on Meta requires precise audience construction — the platform's interests are highly diffuse and Meta doesn't offer accredited investor status as a targeting filter. Broad financial interest targeting wastes budget on retail investors with $5,000 portfolios who cannot qualify as accredited.
The Audience
High-income households ($200K+ estimated income) combined with investment property ownership signals, alternative investment interest (private equity, hedge funds, REITs), and geographic targeting in high-net-worth zip codes across Texas, Florida, and Arizona growth markets. Lookalike audiences seeded from existing platform investors.
Our Solution
Educational creative funnel: top-of-funnel awareness ads explaining fractional real estate ownership, middle-funnel comparison content (fractional vs. direct ownership vs. REITs), bottom-funnel registration ads with specific property returns and minimum investment amounts. Prospective investors who engaged with top-funnel content were retargeted with property-specific performance data — actual yield, occupancy, appreciation — on a property they had viewed.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Educational content at top of funnel reduces accredited investor CPL by 40%
Direct "invest now" ads to cold audiences produced registrations at $54 CPL. Warming the audience with educational content explaining fractional real estate — what it is, how returns are distributed, what 'fractional ownership' means legally — and then retargeting with registration ads produced registrations at $32.60 CPL. The education reduces the qualification conversation the sales team has to have.
Specific property return data in creative generates 3× the engagement of general claims
"Earn passive income from real estate" competes with every financial services ad. "4901 Westheimer Houston — 7.8% projected yield, 94% occupied, $25K minimum" is a specific investment opportunity. Property-specific creative generated 3× the engagement rate and 2.4× the registration rate of general alternative investment creative.
High-net-worth zip code targeting improved investor quality 2.1×
Meta's income estimation by zip code is more reliable than individual income modelling. Targeting top-250 zip codes by median household income in growth markets, combined with investment interest signals, produced accredited investors at 2.1× the rate of broader geographic targeting. The additional audience restriction is worth the narrower volume.
The 48-hour post-registration window determines investment conversion
Investors who received a personalized investment portfolio recommendation within 48 hours of registration converted at 31%. Those who experienced a 72-hour+ delay converted at 14%. Automated CRM triggers connecting registration to a specific property recommendation within 4 hours drove the highest conversion rate in the cohort (38%).
More Receipts
