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Raleigh, NC · Real estate agent · Local campaign

Open house weekend in Five Points

Tasha Coleman made social posts and ran Meta ads for Oak & Porch Realty, a real estate agent in Raleigh, NC (Apr 15 – Apr 26, 2026): 46 open house sign-ins and 3 offers in one weekend.

Client
Oak & Porch RealtyReal estate agent
Where
Raleigh, NCFive Points, Hayes Barton, Roanoke Park, and Bloomsbury
When
Apr 15 – Apr 26, 2026
Services
Social posts, Meta ads

Results

Apr 15 – Apr 26, 2026

  • 9,700People reached by the ad and posts
  • 418Clicks through to the listing and sign-up
  • 46Open house sign-ins over two days
  • $238Meta ad spend, $5.17 per sign-in
  • 11Private and video tour requests
  • 3Offers by Monday, one accepted

The brief

An Oak & Porch agent listed a 1930s bungalow on a side street in Roanoke Park in mid-April, at the height of pollen season. Houses near Five Points sell quickly, but this one had a small kitchen and no garage, and the sellers wanted a strong first weekend rather than a slow month of price talk. The agent asked me to fill the open house with buyers who would love the neighborhood, and to reach the out-of-state buyers who couldn’t come. The limits: Meta’s housing ad rules, every detail from the listing, and nothing about who the area suits.

Goal
Bring local and relocating buyers to a weekend open house, and collect tour requests from people who can’t come.
Who and where
Buyers within 20 minutes of Five Points, plus out-of-state buyers moving for jobs in the Triangle.

What the client gave me

The photographer’s listing photos (bright, wide and a little too perfect), the sellers’ own phone photos of the porch in use, their list of walking times from the front door, and the open house times. Two buyers relocating from New Jersey had already messaged the agent about the street.

The sellers’ photo of the screened porch on a spring evening, dog bed and all. Every visitor ended up out here.
The sellers’ photo of the screened porch on a spring evening, dog bed and all. Every visitor ended up out here.
The street out front in the second week of April, pollen on everything.
The street out front in the second week of April, pollen on everything.

What I made

Lead with the neighborhood, show the walk to coffee and the park, give the porch its own post, and offer a private or video tour.

  1. Open house in Five Points
    Open house in Five PointsLed with the street, not the kitchen. The wide shots stayed on the listing; the post uses the view a buyer gets walking up the sidewalk.Caption Leads with the neighborhood name, because local buyers search by neighborhood first. Posted on Wednesday so people can plan their weekend.
  2. What’s a five-minute walk away
    What’s a five-minute walk awayThe sellers’ walking times became a simple map: coffee, the park and the school, each about five minutes on foot. Distances only, no school ratings.Caption Buyers are choosing a daily routine, not just a house. A simple walk map shows the coffee, park and school without a long description.
  3. The screened porch everyone asks about
    The screened porch everyone asks aboutThe sellers’ porch photo was the brief. We reshot it at the same hour, tidied, with the fan on, because it’s the room every visitor stopped in.Caption One space, shown well, says more than a long photo gallery. The porch is what visitors talk about, so it gets its own post.
  4. Can’t make it Saturday?
    Can’t make it Saturday?Written for the two New Jersey buyers and anyone like them. A private or live video tour turns a maybe into a named lead for the agent.Caption Catches buyers who are interested but busy, including people moving from out of state. Every message is a named lead for the agent.

How it went out

Where it ran

  • The agent’s Instagram and Facebook page
  • Oak & Porch’s Instagram
  • Five Points neighborhood groups
  • Nextdoor
  • Open house signs and a printed feature sheet
  1. Apr 15 (Wed)“Open house in Five Points” on Instagram, Facebook and Nextdoor
  2. Apr 15Meta ad starts with the open house post, about $20 a day
  3. Apr 16“What’s a five-minute walk away” in the neighborhood groups
  4. Apr 17The porch post, and directional signs at the two nearest corners
  5. Apr 18 – 19Open house, 1 to 4 p.m. both days, with a sign-in sheet and feature sheet
  6. Apr 19“Can’t make it Saturday?” to everyone who messaged, and as the ad
  7. Apr 26Ad ends
Best ad: Open house in Five Points

Meta ads

Audience
Housing ad category, so no age or ZIP targeting: everyone within 15 miles of Five Points, the smallest radius Meta allows
Budget
$250 planned, $238 spent
Dates
Apr 15 – Apr 26

With no age or ZIP targeting, the post had to do the sorting: the headline names the neighborhood and the dates, so the right people stopped and the rest scrolled on. Clicks were $0.57 each. The ad brought 13 of the 46 sign-ins; the neighborhood groups and the corner signs brought most of the rest.

What happened

Saturday was busy from 1 o’clock. The walk map was the post people shared: the neighborhood groups passed it around, and some visitors walked over from the coffee shop it shows. About a third of the 46 sign-ins lived within a mile, many of them renters ready to buy on streets they already knew. What didn’t work: “Can’t make it Saturday?” went up on Sunday, a day late, when it should have gone out on Friday. Even so, 11 people asked for a private or video tour, both New Jersey buyers among them, and the sellers had 3 offers by Monday and accepted one.

What I’d do next

Post the can’t-make-it option on Friday, alongside the open house post. Make the walk map before a listing goes live, since it works for any house on those streets. And shoot the porch at the hour people use it, on the first day, not after the photographer leaves.

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Availability updated Oct 12, 2026.

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