Quick move-in ads that work

The Orlando market has softened. In September 2026 the metro median price was about $399,600, homes sat a median 66 days, supply was 5.3–5.6 months, and 25–37% of listings had a price cut.^¹ Builders are answering with 4.99–5.99% rate buydowns on quick move-in homes.^¹ The buydown only works if buyers see it.

The top 10 national builders take about 75% of the metro's roughly 12,500 new-home closings a year, leaving about 3,100 for everyone else.^¹ You won't outspend them. You can out-specific them.

1. One home per ad

“New homes from the low 400s” competes with every national builder. “4-bed on Lot 14, ready in March, with a rate buydown” competes with nobody. Run each quick move-in home as its own ad with real photos of that home, its move-in date and its address area.

2. Lead with the payment, and disclose it properly

Buyers shop on monthly payment, so the buydown is your headline. But a rate or a payment amount in an ad is a “triggering term” under federal Truth in Lending rules (Regulation Z): if you state a rate, state it as an APR, and if you state a payment, include the down payment and terms.^[2] Work the disclosure into the ad and the landing page with your lender before launch.

3. Build inside the housing ad rules

Housing ads on Meta must run in the Housing special ad category, which removes targeting by age, gender and ZIP code and requires a wider location radius.^[3] Google restricts personalized housing ads the same way.^[4] That means the creative and the landing page do the targeting. Say who the home is for in the ad itself: the commute, the school, the yard.

4. Send the click to that home, not your homepage

A buyer who taps an ad for Lot 14 should land on Lot 14: photos, floor plan, the buydown, the move-in date and a way to book a tour. Every extra tap loses people.

5. Answer in minutes

In local testing, 40% of builders took 4 hours or more to answer a text.^¹ A buyer who asks about a quick move-in on Thursday night is often touring somewhere on Saturday. Reply in minutes, offer tour times, and hand the conversation to your sales counselor with the full thread.

6. Refresh every week

When a home goes under contract, its ad should stop the same day. When a new one is ready, it should start. Ads tied to an inventory list do this automatically; ads built by hand drift out of date.

A quick checklist

• One ad per ready home, with that home's real photos.
• Buydown in the headline, Regulation Z disclosure in the ad and on the page.
• Housing special ad category on Meta; housing policy on Google.
• Click goes to the home's own page with tour booking.
• Every inquiry answered in minutes, handed to your counselor.
• Ads stop when the home sells.

This is what our Community Launch package does for small and custom builders.