If you are our existing client, you already know that AAJneeti has been in the business of real estate lead generation for more than a decade. And we have mostly relied on Meta (Facebook and Instagram) and Google to generate high-intent and qualified leads for our clients.
But 2025 had been different. We have already established ourselves as the #1 digital marketing agency in North India, especially for the real estate and education industries. We are generating good leads for plots, villas, and residential as well as commercial real estate projects across India. And we have successfully helped our clients sell Dubai properties to investors from India and abroad, as well as, sell projects by some of the top-tier brands in India to the NRI community everywhere.
And we became a public limited company this March. We now go by the name of AAJneeti Connect Ltd.
But our journey has not been without its challenges. Meta policies changed. Real estate ads came under ‘Special Ads category’ and it limited our targeting options. We could not target our ads by age, location, gender, and several other demographic filters as efficiently as we could earlier. Our lead quality dipped and conversions of our clients lessened.
As a leader in our industry, this pushed us to explore other platforms to generate better leads for our clients. And this opened up to a lot more exciting opportunities that were waiting to be explored. Here’s our take on which were the best social media platforms for real estate marketing in 2025 that yielded best results:
Meta Platforms remained at the top when it came to real estate lead generation in 2025. We will discuss Facebook and Instagram separately here as we use them for different purposes.
As per Q1 2025 report, Facebook had about 3 billion monthly active users and 2.11 billion daily active users worldwide (after removing duplicate and fake accounts). After Google and YouTube, it is the third most visited website globally. And India remained Facebook’s largest market in 2025.
Different reports gave different numbers. The Global Statistics reported about 384 million active Facebook users in India (about 33% of the total Indian population aged 13+). NapoleonCat report published in October this year mentioned there were around 653.6 million Facebook users in India (44.3% of the total Indian population with 70% being men).
And though it is generally thought that Gen Zs don’t prefer Facebook, the largest age group of Indians on Facebook lies between 25 to 34 year olds (about 220 to 250 million).
As a leading real estate marketing agency in India, we have historically found that men and people in this age group play the most crucial roles in property buying decisions. And hence, these are the numbers we can’t possibly ignore as digital marketers.
At AAJneeti, we offer a 60% qualified leads guarantee. It means that out of every 100 leads we promise you, at least 60 leads will be reachable, confirm that they are interested in the project during the initial conversation, and have been looking for a property in your location and in your budget range. Keeping that in mind, our CPL we quote to our clients:
- For plots, usually starts around ₹300,
- For residential properties, usually starts around ₹650, and
- For commercial properties, usually starts around ₹800.
Exact pricing depends on the price, location, and several other factors related to the product we are promoting.
In the US, about 77% realtors and professional real estate agents use Facebook for business, which shows that this social media platform has a considerable presence in that market too.
We place our best bet on real estate marketing on Facebook when we are looking for maximum lead volume at the lowest CPL, and want to target prospective buyers and investors in the age group of 33 to 55 years living in Tier 2 and Tier 3 cities. Facebook works quite well for mid-segment and budget-friendly property offerings. Instagram is better when we want to run aspirational real estate ads for premium or luxury properties.
It has given us awesome results (high-quality leads) for high-end apartments, luxury villas, golf communities, Dubai projects, branded residences, and high-rise towers. When we target urban upper middle class to elite clients, we rely on high-quality visual or video ads on Instagram.
Young couples, IT professionals, and design-conscious homebuyers respond quite well to lifestyle-driven real estate ads on Meta (such as clubhouses, amenities, sky lounges, architecture, and more).
Instagram boasts of strong numbers too. It has 500+ million active daily users worldwide, and the majority of its users are less than 35 years old. Like Facebook, India is Instagram’s largest market too. According to NapoleonCat, in 2025, 426.6 million Indians use Instagram. The largest age group is 18 to 24 years old (around 177 million users). About 68.6% Indians on Insta are men and 31.4% are women.
Around 1.2 billion people worldwide use LinkedIn. The United States, India, China, Brazil, and the UK are its biggest users (in that order) – and half its users are between the ages of 25 to 34 years old. Gender-wise, LinkedIn is more equitable. 57% LinkedIn users are males and 43% are females.
There are 150 to 160 million urban and white-collar Indians on LinkedIn.
LinkedIn Real Estate Ads are 3-6X more expensive than Facebook and Instagram ads in general. If a Meta CPL for a project is around ₹300, LinkedIn CPL might hover around ₹1000 to ₹2000. The lead volume is low on LinkedIn but the lead quality is much better.
We use LinkedIn for real estate marketing when we want to target HNIs and UHNIs, NRIs, business owners and C-suite executives, mid to senior managers, bankers, and consultants. They work best for branded residences, penthouses, luxury villas, ₹2.5 cr+ apartments, ultra luxury properties in India, Dubai or Abu Dhabi, or statement homes. Brand authority and detailed value propositions matter most in LinkedIn Ads.
For commercial properties (retail spaces in premium malls, office spaces, studio apartments, etc.), LinkedIn ads yield good results. LinkedIn is a place where emotional messaging doesn’t work. It’s a place for investors and business decision makers who respond better to ROI-driven ad copies, creatives, and messaging. Linked Ads worked well for us to generate leads for Dubai properties, US real estate, luxury projects in India targeting NRIs, investment homes in the UK, and EU Golden Visa Homes.
We also use LinkedIn to reach out to channel partners on behalf of developers.
YouTube (as a Social Media Platform)
In 2025, YouTube saw 2.53 billion active users worldwide with 122 million daily active users. One thing is to be noted here is that the average session on YouTube lasts about 40 minutes and 63% of YouTube users watch videos on mobile devices. This is significant when you reach out to people when they are relaxed and in a good mood.
Once again, India is YouTube’s largest market with 470 to 490 million active users.
It is also quite a popular platform with Gen Zs. 83% of 18 to 24 years old call themselves content creators and are present on YouTube. A large number of these are from Tier 2 and Tier 3 cities. Recently, we are seeing a growing number of Indian real estate agents or influencers on YouTube but there’s a lot more that still needs to be tapped.
Storytelling ads with a lot of beautiful visuals work best on YouTube. Real estate marketing videos with drone shots, walk-through videos, construction progress, amenity tours, neighbourhood shots, and testimonial videos do quite well in building awareness of the project, doing online branding of real estate developers, and yes, generating leads too.
In our experience, people see Meta ads and then go to YouTube to get more information about the project. So, we create content that offers them greater clarity and better understanding about the project and makes them curious enough to book a site visit.
X
X has 500-600 million monthly active users and 237-245 million daily active users worldwide, which is a drop of about 10% since its Twitter days, especially in the US and western markets. India is its third largest market for X with about 27.3 million active users in 2025 (after the US and Japan). Among the Indians, 87% of X users are men.
While we don’t really use X to generate leads for our real estate clients, we find it’s an influential platform for launch announcements and networking with real estate stakeholders (such as policy makers, investors, influencers, journalists, etc). It is also being increasingly used by scholars and industry experts to predict REIT (Real Estate Investment Trust) performance and broader real estate market mood. So, we use X as a powerful tool in our online branding and reputation management exercises.
We also use it to create buzz about commercial real estate and other premium investment opportunities. The people on X are more news-oriented, i.e., they respond more to credibility of the developer, positioning of a project, price trends, and economic signals. Going on X makes sense when you want to shape public sentiment about a location or a project. If your location becomes a trending topic on X (such as Noida Expressway, Dwarka Expressway, and Whitefield), it is easier to attract the right kind of audience to pre-launch or new launch projects.
Tiktok
Tiktok has been banned in India since June 2020. So, naturally we can’t use it to generate real estate leads in India. However, we realised that this social media platform has about 1.5 to 1.6 billion monthly active users. The platform reports that its potential ad audience spans 1.59 billion users, about 27.5% of the world’s 18+ population. This is a figure we can’t ignore, especially since we plan to go global soon.
Its country-wise ad reach in January 2025 was reported as:
- USA: 135–136 million
- Indonesia: 108 million
- Brazil: 91.7 million
- Mexico: 85.4 million
- Pakistan: 66.9 million
- Philippines: 62.3 million
- Russia: 56 million
- Bangladesh: 46.5 million
- Egypt: 41.3 million
- Vietnam: 40.9 million
So, we are considering establishing an office outside India soon to be able to tap the potential of this platform to do real estate marketing in markets where it is allowed, such as the US, Canada, the UK, the UAE, Saudi Arabia, Australia, European Union, and South East Asian countries.
Some other social media platforms we experimented with this year for real estate marketing included:
- Snapchat
- Quora
But we are still honing our skills on these platforms. Keep an eye out to know more about our learnings on these platforms.
Google Remains Another Top Source for Our Real Estate Leads in 2025!
We haven’t mentioned Google above because we have focussed this article on social media platforms, and it’s a search engine. But it remains as one of our top sources for high-intent real estate leads.
This year, we have also experimented with other search engines, especially to reach out to buyers and investors in other geographical regions or specialty or niche audiences, such as Bing, Yahoo Search, DuckDuckGo, Yandex, Baidu, Naver, Seznam, Ecosia, Brave Search, and Ask.com.
We will share the outcomes of our experiments with these search engines in another article. Keep following AAJneeti blog if you want to read more articles like these.
