Five Oaks — Instagram & Facebook Campaign Plan

Why this campaign exists

Five Oaks is the hook. The Hub and the No Pitch Close are the machine.

The source system (No Pitch Close + Five Oaks Lead System) set the philosophy: create curiosity, capture intent at one destination, diagnose before recommending. This document is the execution layer for the two platforms that will carry almost all of that traffic — Instagram and Facebook — with the ad budget, targeting constraints, creative specs and exact copy needed to run it without guessing.

Objective 1

Build the Five Oaks list

Target: 60–100 qualified registrations before pricing is released in November 2026, split roughly evenly between organic and paid.

Objective 2

Grow the catchment

Every non-Five-Oaks post still grows a local Oakville/Halton audience that feeds the Pre-Construction Hub long after this launch closes.

Objective 3

Prove cost-per-appointment

Not cost-per-lead. The dashboard tracks spend through to a booked No Pitch Close call and a real appointment — see KPI dashboard.

What does not change from the source system: the No Pitch Close call script, the four core questions (trigger → motivation → upside → obstacle), the "register now, decide later" positioning, and the rule against advertising unconfirmed pricing, deposits or incentives as fact. This document only adds how that reaches people on IG and FB specifically.

Platform roles

Same story, two different jobs

Treat Instagram and Facebook as two different rooms with the same host, not one broadcast. They reach different age bands of the same Oakville buyer pool and reward different behaviour.

Instagram Discovery engine

Reels are the primary format — ranked on watch time, then sends per reach (a DM share is worth 3–5× a like).
Carries the "Yovan's Construction Read" and floor-plan-analysis content best — visual, short, rewatchable.
Stories carry the day-to-day: polls, behind-the-scenes, quick FAQ answers, countdown stickers to launch day.
Highlights are the permanent shelf: Five Oaks, New Releases, Buyer Tips, Floor Plans, Pre-Con 101.
Comment-to-DM automation lives here first — IG's native keyword auto-reply is the most reliable of the two.
Audience skews 25–44 — the primary Five Oaks buyer band for freehold towns.

Facebook Trust + conversion engine

Longer captions land better — Facebook is where the "why register now" reasoning gets the full explanation, not just the hook.
The Business Page is the ad system of record — every paid campaign in this plan runs through Meta Ads Manager from the Page.
Groups matter more here than on IG — cross-post Five Oaks updates into relevant Oakville/Halton community groups (with admin permission, never as a cold drop).
Lead-form ads (native Instant Forms) perform well on FB for a 45+ audience that will not leave the app to visit a landing page.
Skews slightly older (35–55+) — the move-up buyer and the investor segment for the detached product.
Facebook Live works better here for the monthly Q&A than IG Live for this audience.

Rule: post the same core idea to both, but never paste the identical caption. IG gets the short hook-first version with line breaks and 3–5 hashtags; FB gets 2–4 sentences of context up front because the algorithm rewards on-platform read time, not click-outs.

Content system

The 5 engines, mapped to IG and FB formats

These are the same five content engines from the source system, specified here by exact format per platform so nothing has to be re-decided each week.

Engine	IG format	FB format	Five Oaks tie-in
1. New Release Radar	Reel, 20–30s, text overlay list	Carousel post, one project per slide	Lead slide/frame: "Five Oaks — Oakville, pricing not yet released"
2. Yovan's Construction Read	Reel with on-screen markup (arrows on stairs, hallway loss)	Single image + long caption walking through the same markup	Apply directly to Five Oaks floor plans the day they're released
3. New vs Resale	Carousel, 5–6 slides, one variable per slide	Native table/graphic as a single image, full breakdown in caption	"Five Oaks vs a resale Oakville town — what to actually compare"
4. Pre-Con Myth / Reality	Reel, myth stated then busted on-screen	Text-led post, myth quoted then corrected in 2 paragraphs	"VIP access" myth, assignment myth, deposit myth — all bookable to Five Oaks questions
5. Project Watch	Story + Reel combo — Story teases, Reel delivers	Short update post, pinned during active weeks	Primary Five Oaks vehicle in weeks 1, 4 and 8 of the calendar below
Bonus: Ask Yovan	Reel, 30–45s, one buyer question answered	Same video native-uploaded, caption restates the question as a hook	Seed real Five Oaks DM questions back into this format

Lead capture mechanism

The comment-to-DM machine — the single highest-leverage build in this plan

Every post and Reel in this campaign ends on the same instruction: comment a keyword, get a DM with the link. This is what turns passive scroll engagement into a captured lead without anyone leaving the app.

Keyword: FIVEOAKS

Set up in Meta Business Suite automated rules (or a connected tool such as ManyChat) on both the IG Business account and the FB Page:

Trigger: comment contains "FIVEOAKS" (case-insensitive) on any post or Reel.
Public reply: "Sent you the details! 📩" — keeps the comment thread alive for social proof without giving the link publicly.
Auto-DM: delivers the Five Oaks Buyer Preparation Pack link + one qualifying question (see below).
Fallback: if DMs are closed/blocked, the public reply includes the direct link instead.

The qualifying line inside the DM

"Thanks for the interest in Five Oaks! Here's the Buyer Preparation Pack: [link]

Quick one so I send the right follow-up — are you thinking townhome, detached, or comparing both?"

Their reply becomes the first data point before the No Pitch Close call ever happens — feed it straight into the registration record.

Other keywords already live from the broader system — keep them running in parallel

RENO → Pre-Sale Renovation Checklist WALLS → Nine Things Before You Bid VIP → Pre-Construction Hub project alerts CHECKLIST → Five Oaks buyer preparation checklist (Day 16 of calendar)

CASL note: the auto-DM reply to someone's own comment is a response to their action, not an unsolicited commercial message, so it does not need prior express consent the way a broadcast text or email blast does. It still must clearly identify Yovan Gabric, Royal LePage Pinnacle. See Compliance.

Execution — organic

6-week IG + FB posting calendar

This compresses and platform-specifies the source system's 30-day calendar into a 6-week arc built around three moments: launch awareness (weeks 1–2), sustained authority (weeks 3–4), and the pricing-release countdown (weeks 5–6). Publish the same core idea to both platforms same-day, captions rewritten per the platform rules above.

Week	Mon	Wed	Fri	Weekend (Stories/Live)
1	IG Reel + FB video: "3 things I'm watching before Five Oaks prices arrive" — FIVEOAKS CTA	FB carousel / IG carousel: location + confirmed vs unconfirmed facts	IG Reel: "Why I don't recommend a floor plan from the brochure alone"	Story poll: town vs detached · Sat FB group cross-post
2	IG/FB: Five Oaks location analysis — Dundas/Neyagawa/Lions Valley, with map graphic	Short: "What does freehold actually mean?"	FB Live or IG Live: Oakville pre-con Q&A, 20 min	Story countdown sticker: "pricing update coming" · recap Live clips
3	Reel: "New build vs resale town in Oakville — what to actually compare"	Carousel: 6 questions to ask every builder sales office	Reel: "The starting price can be the least useful number in the ad"	Story: behind-the-scenes reviewing a plan · quiz sticker
4	Post: Five Oaks "register now, decide later" explainer, direct FIVEOAKS CTA	Reel: deposit planning — why timing beats headline price	FAQ post: "Do I need to be ready to buy just to register?"	Story poll: own-use vs investment · DM targeted follow-up to voters
5	Reel: construction tip — spotting inefficient square footage	Carousel: Five Oaks buyer preparation checklist — CHECKLIST CTA	Reel: "3 closing costs pre-con buyers forget" → Hub calculator	Story: assignment clause in 30 seconds · save-this reminder
6	Reel: "What I want to see when Five Oaks pricing lands"	Post: 25-year construction background applied to pre-con (authority/trust)	Carousel: everything confirmed so far + unanswered questions — final FIVEOAKS push	Live: "Ask a REALTOR® + contractor about buying new" · pin the carousel

Distribution rules — platform-specific additions

Every IG Reel gets re-published as a FB Reel same day (native cross-post, not a shared link) — Meta ranks native uploads over shared links on both surfaces.
Pin three posts on IG: "Start Here / Pre-Con Hub," "Five Oaks," "Why my construction background matters." Pin the equivalent three at the top of the FB Page.
IG Highlights: Five Oaks, New Releases, Buyer Tips, Floor Plans, Pre-Con 101 — mirror as FB Page featured photos/videos where the format allows.
Reply to every relevant comment with a question, on both platforms. A comment answered with a statement ends the conversation; a comment answered with a question continues it toward a DM.
Cross-post into 2–3 relevant Oakville/Halton Facebook community groups per week, only with admin permission and only when the content is genuinely useful there — never a raw ad drop.

Ready to post

The launch-week carousel

The Week 1 "early access list is open" post from the calendar above, built and ready to publish on both IG and FB — 5 slides, each carrying an AI-generated concept image (no builder renderings exist yet, so every photo is clearly labelled and none claims to show the real project). Renderer: C:\CLAUDE\Facebook\build-ig-series.js, key fiveoakslaunch.

Carousel slide 1: The early access list is now open — 1 — Cover

Carousel slide 2: Freehold towns and singles — 2 — What it is

Carousel slide 3: Location confirmed, pricing not — 3 — What's confirmed

Carousel slide 4: Register now, decide later — 4 — Why register now

Carousel slide 5: Comment FIVE OAKS below — 5 — Closer / CTA

Captions — ready to paste

Instagram caption

FIVE OAKS — OAKVILLE | EARLY ACCESS LIST NOW OPEN

Five Oaks by Caivan is coming to North Oakville — freehold towns and singles near Dundas St W & Neyagawa Blvd, beside Lions Valley Park and the Sixteen Mile Creek area.

Pricing isn't released yet. That's exactly why I'm building the list now — so I can send you the real numbers, the floor plans and the deposit schedule the moment they're confirmed, and help you compare it against the resale alternative before you decide anything.

Registering is not a commitment to buy. It's a head start on comparing.

Comment FIVE OAKS and I'll send you the Buyer Preparation Pack, or register directly: yovan-gabric.ca/pre-construction/five-oaks

Register early. Review the facts. Decide when the numbers make sense.

Yovan Gabric, REALTOR® | Royal LePage Pinnacle Real Estate, Brokerage

#FiveOaks #OakvilleRealEstate #PreConstruction #NorthOakville #OakvilleHomes #NewHomesOakville #TownhomesOakville #GTARealEstate #RoyalLePage #YovanGabric

Facebook caption

Five Oaks is coming to North Oakville, and I'm opening the early access list before a single price has been released — here's why that's actually the smart time to pay attention, not the impatient one.

Five Oaks is a new community by Caivan, planned for freehold towns and singles near Dundas St W and Neyagawa Blvd, right beside Lions Valley Park and the Sixteen Mile Creek area. That much is confirmed. Pricing, the deposit structure and the exact release date are not — and that gap is exactly where a buyer should start preparing, not wait it out.

Here's what I mean by "register now, decide later": getting on this list doesn't commit you to anything. It means that the moment the builder releases the price list, the floor plans and the deposit schedule, you get them from me first — along with a straight, contractor's-eye read on the floor plans (25+ years in construction before real estate) and an honest comparison against the resale market in Oakville right now.

No pressure, no pitch before we've even talked about what you're actually trying to accomplish. Just the facts, when they're real, and someone who'll walk through them with you before you decide anything.

If you want in, comment FIVE OAKS below and I'll send you the Buyer Preparation Pack directly, or register on the project page here: yovan-gabric.ca/pre-construction/five-oaks

Register early. Review the facts. Decide when the numbers make sense.

Yovan Gabric, REALTOR® | Royal LePage Pinnacle Real Estate, Brokerage

Execution — paid

Meta ads inside the Special Ad Category: Housing constraint

The constraint that changes everything about targeting: Meta's Special Ad Category: Housing now applies to real-estate ads run into Canada. Declaring it (required, and Meta will often auto-detect real-estate creative anyway) removes age, gender, postal-code-level and income targeting, restricts detailed interest targeting, disables standard lookalike audiences, and forces a wide minimum radius (roughly 24 km / 15 mi) around any location target. The creative has to do the qualifying that targeting used to do. The first line of every ad must filter for Oakville/North Oakville intent, not the ad platform.

What still works precisely: your own audiences

Website custom audience — everyone who visited yovan-gabric.ca or the Five Oaks page in the last 30/90/180 days.
Video-view custom audience — anyone who watched 50%+ of a Five Oaks Reel — this is often the cheapest, highest-intent retargeting pool available under the housing category.
Engagement custom audience — commented, liked, or DM'd the Page/profile in the last 90 days.
Customer list — past clients, current sphere and the existing lead-nurture sheet, uploaded as a match audience for a "you asked about pre-con before" retargeting arm.

These custom-audience sources are exempt from the housing-category detailed-targeting restrictions because they're built from Yovan's own data, not Meta's interest/demographic taxonomy.

6-week campaign structure

Campaign	Objective	Audience	Weekly budget	Weeks live
Five Oaks — Cold Reach	Leads (Instant Form) or Traffic to landing page	Broad, 24km radius Oakville/North Oakville, housing-category compliant — creative does the filtering	$120–160/wk	1–6
Five Oaks — Video Retarget	Leads	50%+ Reel viewers, last 30 days	$40–60/wk	2–6 (always-on once seeded)
Five Oaks — Site Retarget	Leads / Conversions	Website visitors last 90 days, excluding existing registrants	$40–60/wk	2–6
Pre-Con Hub — Evergreen	Traffic / Engagement	Broad + engagement custom audience	$40–60/wk	1–6, continues past week 6

Total suggested range: $600–900/month across the 6-week launch arc, roughly matching the $750/mo tier established in the broader Meta growth playbook, reweighted here toward Five Oaks during the active launch window.

Ad format decision

Instant Form (native lead ad)

Lower friction, cheaper cost-per-lead, stays inside the app. Best for cold reach where the goal is volume of names to qualify by phone using the No Pitch Close.

Typical 2026 benchmark: $5–30/lead, but these leads need the full 12–18 month nurture cadence — they have not yet proven intent the way a landing-page registrant has.

Landing page (Five Oaks page)

Higher friction, higher intent — someone who reads the page and registers has already self-selected. Best for retargeting audiences (video viewers, site visitors) who are further along.

Typical 2026 real-estate CPL benchmark: $30–65 ($52 avg), but conversion to an actual appointment runs meaningfully higher than Instant Form leads.

Recommendation: Instant Form on the cold-reach campaign, landing-page click-to-Five-Oaks-page on both retargeting campaigns. Scale spend on cost-per-appointment, never on raw cost-per-lead.

Ready-to-use ad copy

Five Oaks paid ad copy — IG & FB

Both Ad 1 — Cold reach, Instant Form

Primary text: "Five Oaks is coming to Oakville — freehold towns and detached homes near Dundas & Neyagawa, beside Lions Valley Park. Pricing hasn't been released yet, and that's exactly when a buyer should start preparing, not after.

I'm a REALTOR® with 25+ years in construction, and I'll send you the real numbers — plus a construction-based read on the floor plans — the moment they're confirmed.

Register now. Decide later."

Headline: Five Oaks, Oakville — Early Access List
Description: No pressure. Just the facts, when they're confirmed.
CTA button: Learn More / Sign Up

Both Ad 2 — Construction-authority angle

Primary text: "Two 2,000-sq-ft homes can live completely differently.

Before real estate, I spent 25+ years in construction. When Five Oaks floor plans are released, I won't just be looking at bedrooms and square footage — I'll be looking at stairs, hallway loss, structural walls, mechanical locations and light.

Join the list and I'll send you my floor-plan shortlist the day plans are released."

Headline: Five Oaks Floor-Plan Shortlist
CTA button: Sign Up

Facebook Ad 3 — Retargeting (video viewers / site visitors)

Primary text: "You've been checking out Five Oaks in Oakville — here's what's still unconfirmed, and why I'd register before pricing lands rather than after: [3 bullet reasons]. No obligation to buy. Just the facts as they're released, and a straight comparison with resale if that's the real decision."

Headline: Still deciding on Five Oaks?
CTA button: Get Details

Instagram Ad 4 — Story ad, short-form retarget

Text overlay: "Five Oaks pricing: still not out.
Here's what to do while you wait →"

Sticker CTA: Swipe Up / Learn More → Five Oaks page

Compliance line on every ad, every format: "Yovan Gabric, REALTOR® — Royal LePage Pinnacle Real Estate, Brokerage" must appear in the primary text or the Page identity, not hidden only in a bio. Never state pricing, deposit amounts, incentives or occupancy dates as confirmed fact in ad copy — see Compliance.

Production

Creative specs

Asset	Platform / placement	Spec
Reel / FB Reel	IG Reels, FB Reels, Stories	1080×1920 (9:16), under 30s for organic hooks, captions burned in — most viewing is sound-off
Feed carousel	IG feed, FB feed	1080×1350 (4:5) per slide, 5–8 slides, first slide must work as a standalone hook
Single feed image	IG feed, FB feed, FB ad	1080×1350 (4:5)
Story ad	IG/FB Stories	1080×1920 (9:16), safe zone: keep text out of top 250px / bottom 250px (UI overlap)
Instant Form cover	FB/IG lead ad	1200×628 (1.91:1) recommended by Meta for the form's intro card

Reuse the existing renderer at C:\CLAUDE\Facebook\build-ig-series.js for any new Five Oaks card set — it already outputs both the 1080×1350 feed size and 1080×1920 Story/Reel size from one card definition. Keep headline length inside its fitCond() auto-shrink margin; it does not wrap text on its own.

Guardrails

Compliance checklist — check before every post and every ad

RECO (Bulletins 5.1 / 5.3)

Brokerage name — Royal LePage Pinnacle Real Estate, Brokerage — appears prominently, not buried in a bio link.
Registered name only. No nicknames or shortened brand names in place of it.
Fines run to $50,000 for the registrant as of July 2026 — this is not a soft rule.

Meta Special Ad Category: Housing

Declared on every Five Oaks ad campaign, even if Meta auto-detects it first.
No age/gender/postal-code/income targeting; radius stays at the enforced minimum (~24km/15mi).
Rely on custom audiences (site, video, engagement, customer list) for precision instead.

CASL

Comment-triggered auto-DM = a response to the user's own action, not a broadcast — generally fine without prior consent.
Any follow-up SMS/email/WhatsApp broadcast to a list is a CEM and needs express consent, sender ID and an unsubscribe/opt-out line.
Registration form should carry a clear consent statement for follow-up contact.

Factual accuracy

Never state pricing, deposit structure, incentives or occupancy as confirmed until the builder has released them.
"Not yet released" is the honest hook — it is also the legally safer one.
All project facts sourced from the current live Five Oaks page, re-checked before each new ad creative is approved.

Management dashboard

What to check every week

Same principle as the source system: measure conversations and appointments, not vanity metrics. This adds the platform- and spend-specific lines needed to manage a live budget.

Metric	Source	Weekly question
Reel/video views + watch time	IG/FB native insights	Which hooks stopped people in the first 2 seconds?
Sends per reach	IG native insights	Which piece is being DM'd to someone else — the strongest organic signal?
FIVEOAKS comment count	Manual / automation log	Which post/Reel drove the most keyword comments?
DM → registration rate	Automation tool + Five Oaks page analytics	Are qualified DMs actually converting to a page registration?
Cost per lead (by campaign)	Meta Ads Manager	Is Instant Form pulling volume at target cost? Is retargeting staying cheap?
Cost per appointment	Ads Manager spend ÷ appointments booked from that source	The number that actually matters — never optimize on CPL alone.
Contact rate / speed-to-lead	CRM / call log	Are Instant Form leads being called inside 5 minutes?
No Pitch Close completion	Call log	Did the call surface motivation + obstacle before any pitch was made?
Registrations → active clients	Lead nurture sheet	Which channel (organic vs which ad campaign) actually produces real buyers?

4–5

short-form videos/week across IG + FB

carousels/week

$600–900

monthly ad spend, launch arc

1 KPI

appointments generated from Meta spend

Best strategic outcome: even after Five Oaks pricing releases and the campaign winds down, the retargeting infrastructure (video-view and site-visitor custom audiences), the comment-to-DM automation, and the organic content pillars carry straight over to the next launch — South Banks, Kerr Village, or whatever the Pre-Construction Hub adds next. Five Oaks is the current campaign; the system built to run it is the permanent asset.

Final operating rule

Instagram earns the attention. Facebook earns the trust. The DM captures the lead. The phone call earns the pitch.

The Meta funnel for Five Oaks

Reel/Post: "Here's something Five Oaks buyers should know" → Comment FIVEOAKS: automated DM + qualifying question → Registration: Five Oaks page → Call: No Pitch Close — motivation, upside, obstacle → Appointment: compare options → Client: informed decision with Yovan as advisor.

Five Oaks page: www.yovan-gabric.ca/pre-construction/five-oaks
Pre-Construction Hub: www.yovan-gabric.ca/pre-construction