[VIDEO] Facebook Ads for Real Estate: HEC Targeting Enforcement

The day is here! Today, February 11, 2020, is the date of enforcement across all existing ads targeting Housing, Employment, and Credit on Facebook and Instagram. If you are currently running ads targeting opportunities for housing, employment, and/or credit (outlined below) your ads will be paused for non-compliance. 

Our quick video will show you how to update (and gives you more information on what happened).


Topics Covered in This Video:

0:00 – 1:49: Facebook’s New HEC Compliance – What happened?
1:49 – 5:32: Creating a Compliant Campaign (New)
5:32 – 11:23: Updating Your Existing Ads to Be Compliant

What Ads Will Be Impacted?

This update was initially announced in March of 2019 and enforcement for new ads began at the end of August, so if your ads are at least relatively new, you're probably fine. However, if you have long-running ads that haven't been edited in the last few months, you could be at risk. Here are the ad types that will be impacted. 

[Related] The Newest Social Media Strategy You Probably Aren't Using Yet (3 min. read)

Facebook defines ads for HEC opportunities as the following:

  • Housing: Ads for real estate listings, homeowners insurance, mortgage loans or other related opportunities.
  • Employment: Ads for job offers, internships, professional certification programs or other related opportunities.
  • Credit: Ads for credit card offers, auto loans, long-term financing or other related opportunities. 

Happy posting! 

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This Blog Post was Written by Harry Kierbow

Harry is CINC’s Senior Director of Paid Social Media Advertising. Over the last 4 years, Harry has led the CINC Social Media Marketing Program including overseeing the creation of CINC’s dynamic remarketing program (ListCast) and developing CINC’s one-of-a-kind Facebook Lead Ad integration. Harry has 9 years experience managing Facebook campaigns at scale – with more than half being in real estate. Harry graduated from the University of Georgia with a BS in Psychology

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