From May to September 2026, our Meta ads brought PRE/3 4,277 rental leads, and our follow-up turned about 1 in 3 of them into a booked tour.
Leads and tours: May 1 – September 21, 2026 · Ad details: March 2 – July 14, 2026
PRE/3 Real Estate Management runs leasing for 37 residential communities, from senior living to family apartments to small-town garden complexes. They needed a steady stream of renters touring their open units, without the cost of each one creeping up as the budget grew.
We did two things. First, we ran Meta lead-form ads for each property, with photos and copy specific to that property, and replaced them with fresh versions every few weeks. Second, our CRM followed up with every lead that came in, with the goal of getting a tour on the calendar.
A lead is someone who filled out a form. A tour is someone who's actually coming to see the unit, and that's the number a leasing team cares about. Here's how it went, month by month:
| Month | Leads | Tours booked | Leads that booked | Cost per tour |
|---|---|---|---|---|
| May | 774 | 196 | 25% | $59.08 |
| June | 936 | 297 | 32% | $49.46 |
| July | 1,178 | 379 | 32% | $45.34 |
| August | 755 | 252 | 33% | $67.53 |
| September 1–21 | 634 | 202 | 32% | $65.52 |
| Total | 4,277 | 1,326 | 31% | $55.59 |
The share of leads booking a tour barely moved: from June on, it stayed between 32% and 33% every month. May, the first month here, came in at 25%.
Cost per tour moved more. It dropped to $45.34 in July, then rose to about $66 in August and September. That rise came from the ads, not the follow-up: each lead cost $22.54 in August, compared with $14.59 in July. Even with pricier leads, about 1 in 3 still booked a tour.
We started small in March and raised the budget as results came in, until by June it was about 13 times what we started with. Usually, the more you spend, the more you end up showing ads to people who care less, and fewer of them click. That didn't happen here: the share of people clicking stayed between 3.8% and 4.8% the whole time.
| Month | Impressions | Clicks | Click rate |
|---|---|---|---|
| March (from the 2nd) | 54,741 | 2,648 | 4.84% |
| April | 292,003 | 11,019 | 3.77% |
| May | 478,673 | 18,941 | 3.96% |
| June | 494,776 | 22,711 | 4.59% |
| July (through the 14th) | 300,718 | 12,938 | 4.30% |
| March 2 – July 14 | 1,620,911 | 68,257 | 4.21% |
Results vary by property. A senior-living building and a small garden complex aren't competing for the same renter. Counting every campaign we ran for each property from March through mid-July, these were the strongest, either on cost per lead or on the number of leads:
| Property | Leads | Cost per lead |
|---|---|---|
| Sundance Boone | 28 | $7.40 |
| Foster Place | 102 | $8.24 |
| Meadow Wood | 21 | $9.81 |
| Sundance Atlantic | 19 | $10.91 |
| Lotts Landing Senior Apartments | 57 | $11.32 |
| Maple Place | 17 | $11.33 |
| Riverwalk Lofts | 140 | $12.24 |
Foster Place got 102 leads at about $8 each, and its ads were clicked 5.6% of the time, well above the average. Riverwalk Lofts brought in more leads than any other property: 140.
Ads wear out. People see the same one a few times, stop clicking, and each lead starts costing more. So every few weeks we built a new version of each property's campaign, with new photos or a new audience, and switched the old one off once the new one was working. That's why 37 properties had 89 campaigns by mid-July, with 34 of them still running.
| Campaigns | Count | Leads | Cost per lead |
|---|---|---|---|
| Still running | 34 | 513 | $14.70 |
| Replaced | 55 | 1,526 | $17.30 |
| All campaigns (May 4 – July 14) | 89 | 2,039 | $16.65 |
The campaigns still running cost $14.70 per lead, compared with $17.30 for the ones we'd replaced. That's about 15% less per lead.
The ads brought in leads at a steady cost, and our follow-up turned about a third of them into booked tours. Want to see what that could look like for your properties? Book a demo.
Monthly leads and tours for May 1 – September 21 come from Nabo's records for PRE/3's campaigns. Impressions, clicks, and the campaign and property figures for March 2 – July 14 come from Meta Ads Manager for PRE/3's ad account, pulled July 14, 2026.
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