Headline numbers
Four numbers frame the read
Every figure is a count taken from the Meta Ad Library on 16 Oct 2026 (library count ~350 results; 323 cards loaded). Library totals move between page loads, so each number is approximate. None of them is a performance figure: the library publishes no impressions, spend or click data for US ads.
Launches and refresh
Three days carry 62% of the live ads: 30 Jul, 31 Jul and 28 Aug, and the median live ad is 77 days old
Start dates are the one time signal the library gives. Lennar's live set is built in a few large launches. 69 cards started on 30 Jul 2026, 68 on 31 Jul and 64 on 28 Aug, 201 of 323 cards (62%) on three days. 29 distinct start days exist in all. 22 cards (7%) started in the last 7 days, 54 (17%) in the last 30 and 149 (46%) in the last 60; 292 (90%) are under 90 days old and 31 are older. The median live ad has run 77 days, and the oldest started on 23 Mar 2026 and has run 207 days. July holds 137 cards (42% of the set), August 74, September 54 and October 27.
- Started in the last 7 / 30 days
- 22 / 54
- Running over 30 / 60 / 90 days
- 269 / 174 / 31
- Median age of a live ad
- 77 days
- Oldest ad still live
- 23 Mar 2026
Busiest start days
Counts from Meta Ad Library start dates, US filter, read 16 Oct 2026. 29 distinct start days across 323 dated cards. Where a brand leaves winners on, a long-running ad says the advertiser kept it; it still does not say the ad performed.
The creative system
Five messages carry 87% of the cards: move-in ready homes, the Fall Super Sale, the first-time buyer webinar, Next Gen floorplans and renting versus owning
The 323 cards grouped by what the ad is about, the primary archetype of the taxonomy. Each group prints verbatim quotes from the library so the grouping can be checked. Only 34 distinct primary texts and 27 distinct headlines run across the whole set, so one text sits on many cards: the first-time homebuyer webinar text alone is on 53 cards that stand for 112 ads. Move-in ready homes (69 cards) and the Fall Super Sale (68) are the two largest groups at 21% each, the webinar group has 56 cards (17%), Next Gen multigenerational homes 44 (14%) and renting versus owning 43 (13%). This is a first-party account: the advertiser line reads Lennar on all 323 cards and none is a co-op or partner placement.
- 01
Move-in ready homes
69 cards · 21% · 129 ads22 video, 47 image, 0 carousel; median age 78 days; message: Move-in ready availability (47), Affordable price or low rate (12); lead hook Home exterior photo (32)
Explore new, move-in ready homes in 90+ popular cities across the United States.
Explore new, move-in ready homes in 70+ popular cities across the United States.
- 02
Fall Super Sale savings
68 cards · 21% · 108 ads26 video, 42 image, 0 carousel; median age 49 days; message: Fall Super Sale savings (68); lead hook Bold headline text (29)
Get major savings with Lennar's Fall Super Sale happening now on brand-new homes.
Our Fall Super Sale offers the best new home deals of the season, only for a limited time.
- 03
First-time buyer education and webinar
56 cards · 17% · 116 ads22 video, 34 image, 0 carousel; median age 77 days; message: Free webinar or guide (53), Affordable price or low rate (3); lead hook Home exterior photo (27)
Ready to buy your first home? Learn how to get pre-qualified and more with Lennar's homebuyer webinar. Available now.
Brand-new homes at prices you can actually afford. Now selling in 90+ markets nationwide.
- 04
Next Gen multigenerational homes
44 cards · 14% · 189 ads0 video, 44 image, 0 carousel; median age 78 days; message: Flexible floorplan (44); lead hook Home exterior photo (39)
From first-time buyers to growing families, Lennar has a home for everyone.
Two homes, one mortgage. It's the perfect setup for multigenerational living.
- 05
Renting versus owning
43 cards · 13% · 164 ads33 video, 10 image, 0 carousel; median age 37 days; message: Move-in ready availability (20), Affordable price or low rate (20); lead hook Person to camera (22)
Break free from renting. Explore affordable new homes perfect for first-time buyers. ✅🏠
With rent on the rise, take advantage of a variety of move-in ready homes for sale now in 90+ markets nationwide!
- 06
Everything's Included features
17 cards · 5% · 21 ads16 video, 1 image, 0 carousel; median age 17 days; message: Included upgrades at no extra cost (15), Affordable price or low rate (2); lead hook Question or quiz (7)
Modern features, less maintenance & more value when you buy a brand-new home. 🏠🔑
Say goodbye to hidden costs and upgrades! At Lennar Homes, we believe in delivering superior quality and luxury from the start. Popular features and upgrades at no extra cost. 🏠
- 07
Active adult 55+ communities
8 cards · 2% · 8 ads0 video, 8 image, 0 carousel; median age 45 days; message: Move-in ready availability (3), Quiz or tool (3); lead hook Home exterior photo (5)
55+ is the new 30s! Celebrate the latter half of life in a resort-style community designed for active adults. 🏡🏊🎾🏌️We can help you find a home you’ll love across the nation’s most desirable locations,
Don't stretch your budget. Find your fit with a perfectly sized home in a prime location.
- 08
Community and location
6 cards · 2% · 6 ads0 video, 6 image, 0 carousel; median age 21 days; message: Location or community (6); lead hook Bold headline text (5)
Explore new single-family homes now selling in Grand Junction, CO!
Buy new construction close to expanding job hubs, great schools, recreation & more.
- 09
Family lifestyle and milestones
6 cards · 2% · 6 ads1 video, 5 image, 0 carousel; median age 21 days; message: Flexible floorplan (2), Move-in ready availability (1); lead hook Home exterior photo (4)
Explore new, move-in ready homes in 90+ popular cities across the United States.
New milestones deserve a new home with space for it all.
Most repeated primary texts
- 53 cards Ready to buy your first home? Learn how to get pre-qualified and more with Lennar's homebuyer webinar. Available now.
- 42 cards Get major savings with Lennar's Fall Super Sale happening now on brand-new homes.
- 41 cards From first-time buyers to growing families, Lennar has a home for everyone.
- 27 cards Break free from renting. Explore affordable new homes perfect for first-time buyers. ✅🏠
- 26 cards Our Fall Super Sale offers the best new home deals of the season, only for a limited time.
- 24 cards Upfront prices, sprawling floorplans and modern upgrades. Discover move-in ready homes now selling near you.
Quotes are reproduced as the Meta Ad Library showed them on 16 Oct 2026, for research and commentary. Creative work belongs to its owner.
Format and platform
62% static image, 38% video, no carousel; the median video runs 33 seconds and no video is under 16
Format is read from the card as the library renders it. 199 cards are static images and 124 are videos. Of the 124 videos with a visible length, 41 run 16 to 30 seconds and 83 run longer than 30; none runs under 16. The formats split by message: renting versus owning is video-led (33 of 43 cards), as is Everything's Included (16 of 17), while Next Gen floorplans are all images (44 of 44). Images are the older material, with a median live age of 77 days against 49 days for video. 237 cards (73%) carry a Learn more button, 84 (26%) carry no button and 2 carry Shop now. 125 cards (39%) show no text on the visual and 115 (36%) show a light amount.
Format, 323 cards
Video length, 124 videos with a visible length
Platform icons per card
Call to action
Google, Ads Transparency Center, US, 2 Oct 2026: 6000 to 7000 creatives shown in the 30 days to 2 Oct 2026; of the newest 40: 25 text, 5 image, 10 video.
Where the click goes
99% of clicks go to one site, buy.lennar.com; 72% of cards share a single landing path and 16% go to the webinar page
Each card carries one first outbound link. The 323 cards point to 10 distinct landing pages, 321 of them on buy.lennar.com and 2 on www.lennar.com. 231 cards (72%) send the click to the main national landing path, 53 (16%) to the on-demand first-time homebuyer webinar, and the rest to a reengagement page, a Next Gen overview, an active adult page and one local quiz page. Every link carries utm_source=fb-ig. 321 of the 323 links still contain the unresolved template text {{adset.name}}_ad_{{ad.name}} in utm_content, which means the macro text is printed unfilled when the library shows the link. The utm_term field names the audience segment: National_TimeToBuy on 101 cards, FTHB_Combination on 54, FTHB_TimeToBuy on 53 and FTHB_Affordability on 23.
Across channels
Three libraries, three different jobs: home buyers on Meta and LinkedIn, hiring and community on LinkedIn, text ads on Google
The three libraries expose different fields, so they cannot be compared on one axis. On LinkedIn (company 164711) the library matched 540 ads and 538 were read: 260 (48%) are home-buyer ads that repeat the Meta messages, 112 (21%) are people and employer-brand posts, 77 (14%) are community giving posts, 15 (3%) are company news and 74 (14%) are other posts. Meta carries the consumer message only. Google Ads Transparency showed 6,000 to 7,000 creatives for lennar.com in the 30 days to 2 Oct 2026 (the 16 Oct re-read was throttled, so the page uses that reading); of the newest 40, 25 are text, 5 image and 10 video.
- Meta ~350 live ads, US delivery (library count) 323 cards read, 757 ads represented
- LinkedIn ~540 live ads, company page 538 cards read on 16 Oct 2026; impression bands exist for EU delivery only
- Google ~6,000 creatives shown in the US over a 30-day window (library floor) 6000 to 7000, Ads Transparency Center, read 2 Oct 2026; formats and dates only
LinkedIn: what the 538 catalogued ads are for
Google: newest 40 creatives by format
Taxonomy view
Home exterior photo is the hook on 46% of cards, and creator-to-camera video is the one format that pairs with a person on screen
Every card was tagged on the eleven axes Improvado's Creative Analytics uses, with a closed value list per axis. 323 of 323 cards carry tags. A photo of a finished home opens 147 cards (46%), a bold headline 68 (21%), a person to camera 32 (10%) and a collage of homes 28 (9%). The visual is a photo with text overlay on 118 cards (37%), plain home exterior photography on 110 (34%), creator video on 43 (13%) and a collage on 36 (11%). The tone is inviting on 134 cards (41%), informative on 106 (33%), conversational on 49 (15%) and urgent on 25 (8%). 249 cards (77%) show no person and 277 (86%) are set outside a suburban home. The pairs that appear far above chance are the creator ones: all 32 person-to-camera cards are creator videos, and 27 of them show a creator or presenter, 10.1 times the expected overlap. Exterior stills with light text density appear 21 times where 50.9 are expected.
Primary archetype 9 values
- Move-in ready homes 21% · 69 median 78 d
- Fall Super Sale savings 21% · 68 median 49 d
- First-time buyer education and webinar 17% · 56 median 77 d
- Next Gen multigenerational homes 14% · 44 median 78 d
- Renting versus owning 13% · 43 median 37 d
- Everything's Included features 5% · 17 median 17 d
- Active adult 55+ communities 2% · 8 median 45 d
Hook type 8 values
- Home exterior photo 46% · 147 median 77 d
- Bold headline text 21% · 68 median 49 d
- Person to camera 10% · 32 median 41 d
- Collage of homes 9% · 28 median 78 d
- Question or quiz 5% · 15 median 21 d
- Lifestyle scene 3% · 9 median 49 d
- Floor plan or diagram 2% · 6 median 34 d
Message or offer 8 values
- Move-in ready availability 22% · 71 median 78 d
- Fall Super Sale savings 21% · 68 median 49 d
- Free webinar or guide 16% · 53 median 77 d
- Flexible floorplan 15% · 47 median 78 d
- Affordable price or low rate 14% · 44 median 41 d
- Included upgrades at no extra cost 6% · 19 median 17 d
- Quiz or tool 4% · 13 median 78 d
Visual style 7 values
- Photo with text overlay 37% · 118 median 49 d
- Home exterior photography 34% · 110 median 77 d
- UGC or creator video 13% · 43 median 37 d
- Collage or montage 11% · 36 median 78 d
- Interior photography 2% · 6 median 78 d
- Lifestyle photography 2% · 6 median 49 d
- Graphic text card 1% · 4 median 51 d
Emotional tone 7 values
- Inviting 41% · 134 median 78 d
- Informative 33% · 106 median 77 d
- Conversational 15% · 49 median 45 d
- Urgent 8% · 25 median 49 d
- Aspirational 2% · 6 median 49 d
- Playful 1% · 2 median 47 d
- Reassuring <1% · 1 median 77 d
Format 6 values
- Exterior still 44% · 143 median 77 d
- Walkthrough or tour video 23% · 73 median 74 d
- Creator or presenter video 11% · 36 median 45 d
- Collage or carousel 11% · 36 median 78 d
- Text or promo card 6% · 18 median 77 d
- Lifestyle scene 5% · 15 median 49 d
CTA type 2 values
- Soft 81% · 262 median 49 d
- Direct 1% · 3 median 116 d
Text density 3 values
- Light 36% · 115 median 49 d
- Medium 23% · 74 median 49 d
- Heavy 3% · 9 median 49 d
Brand prominence 1 values
- Own brand leads 100% · 323 median 77 d
Characters 6 values
- Creator or presenter 8% · 27 median 37 d
- Family or group 5% · 15 median 49 d
- Couple 4% · 14 median 49 d
- Woman 2% · 8 median 49 d
- Man 2% · 6 median 49 d
- Pet or animal 1% · 4 median 49 d
Setting 5 values
- Suburban exterior 86% · 277 median 77 d
- Home interior 5% · 15 median 77 d
- Studio or plain 3% · 11 median 37 d
- Neighborhood or community 3% · 11 median 21 d
- Kitchen or living area 2% · 5 median 45 d
Primary archetype × Hook type, cards
| Primary archetype | Home exterior photo | Bold headline text | Person to camera | Collage of homes | Question or quiz | Lifestyle scene | Floor plan or diagram |
|---|---|---|---|---|---|---|---|
| Move-in ready homes | 32 | 2 | 26 | 1 | 1 | 1 | |
| Fall Super Sale savings | 24 | 29 | 10 | 5 | |||
| First-time buyer education and webinar | 27 | 23 | 1 | 2 | 2 | ||
| Next Gen multigenerational homes | 39 | 1 | 4 | ||||
| Renting versus owning | 7 | 6 | 22 | 2 | |||
| Everything's Included features | 5 | 1 | 7 | ||||
| Active adult 55+ communities | 5 | 2 | 1 | ||||
| Community and location | 1 | 5 |
Primary archetype × Emotional tone, cards
| Primary archetype | Inviting | Informative | Conversational | Urgent | Aspirational | Playful | Reassuring |
|---|---|---|---|---|---|---|---|
| Move-in ready homes | 53 | 13 | 1 | 2 | |||
| Fall Super Sale savings | 26 | 6 | 9 | 23 | 2 | 2 | |
| First-time buyer education and webinar | 1 | 52 | 2 | 1 | |||
| Next Gen multigenerational homes | 34 | 10 | |||||
| Renting versus owning | 4 | 10 | 27 | 2 | |||
| Everything's Included features | 3 | 9 | 5 | ||||
| Active adult 55+ communities | 6 | 2 | |||||
| Community and location | 2 | 4 |
Primary archetype × Format, cards
| Primary archetype | Exterior still | Walkthrough or tour video | Creator or presenter video | Collage or carousel |
|---|---|---|---|---|
| Move-in ready homes | 20 | 19 | 28 | |
| Fall Super Sale savings | 37 | 6 | 11 | |
| First-time buyer education and webinar | 16 | 21 | 5 | |
| Next Gen multigenerational homes | 39 | 2 | ||
| Renting versus owning | 11 | 7 | 24 | |
| Everything's Included features | 15 | 1 | 1 | |
| Active adult 55+ communities | 7 | |||
| Community and location | 6 |
What pairs with what
Pairs of values across two axes that appear together more often than their shares would predict (lift above 1), on at least 8 cards. Expected = cards the two shares would give if independent.
| Value A | Value B | Cards | Expected | Lift | Share of A |
|---|---|---|---|---|---|
| Hook type: Person to camera | Characters: Creator or presenter | 27 | 2.7 | 10.09 | 84% |
| Hook type: Collage of homes | Visual style: Collage or montage | 28 | 3.1 | 8.97 | 100% |
| Hook type: Person to camera | Format: Creator or presenter video | 32 | 3.6 | 8.97 | 100% |
| Hook type: Collage of homes | Format: Collage or carousel | 28 | 3.1 | 8.97 | 100% |
| Visual style: Collage or montage | Format: Collage or carousel | 36 | 4 | 8.97 | 100% |
| Format: Creator or presenter video | Characters: Creator or presenter | 27 | 3 | 8.97 | 75% |
| Hook type: Person to camera | Visual style: UGC or creator video | 32 | 4.3 | 7.51 | 100% |
| Visual style: UGC or creator video | Characters: Creator or presenter | 27 | 3.6 | 7.51 | 63% |
| Visual style: UGC or creator video | Format: Creator or presenter video | 35 | 4.8 | 7.3 | 81% |
| Emotional tone: Conversational | Characters: Creator or presenter | 27 | 4.1 | 6.59 | 55% |
| Emotional tone: Conversational | Format: Creator or presenter video | 34 | 5.5 | 6.23 | 69% |
| Hook type: Person to camera | Emotional tone: Conversational | 30 | 4.9 | 6.18 | 94% |
Pairs that appear together less than expected (lift under 0.6): Exterior still with Light (21 cards, expected 50.9); Photo with text overlay with Inviting (26 cards, expected 49) .
Thin cells (fewer than 5 cards) are shaded. 7 axis values sit under that line. Tagged by a vision model (google/gemini-3.6-flash) ; 30 cards checked by hand, 27 agreed on the lead axes .
Longest-running ads
The longest-running ads are 55+ communities, a local quiz and national move-in ready images, 199 to 207 days old
An ad that has run longest is the one its owner has not replaced. The library does not say why, and it shows no results for US ads. The reading under each ad is what the card itself shows. The five oldest are all static images; the first renting-versus-owning video appears at 158 days.
-
Move-In Ready Homes Available.
55+ is the new 30s! Celebrate the latter half of life in a resort-style community designed for active adults. 🏡🏊🎾🏌️We can help you find a home you’ll love across the nation’s most desirable locations, so start your searc
A 55+ active adult community image, started 23 Mar 2026, linked to the active-adult page: an evergreen message with no date or offer to expire.
Library id 1373238528155334 -
Move-In Ready Homes for 55+
55+ is the new 30s! Celebrate the latter half of life in a resort-style community designed for active adults. 🏡🏊🎾🏌️We can help you find a home you’ll love across the nation’s most desirable locations, so start your searc
The same 55+ message with the headline Move-In Ready Homes for 55+, started the same day: two versions of one creative, kept live together.
Library id 1810444286295777 -
Move-In Ready Homes Available
Tour new homes at La Spazio in St. George!
A local card, Tour new homes at La Spazio in St. George, linked to a St. George quiz page: a market-level ad that has run 203 days.
Library id 1612898256664438 -
Move-In Ready Homes Available
Explore new, move-in ready homes in 90+ popular cities across the United States.
The national message, move-in ready homes in 90+ cities, started 31 Mar 2026 and linked to the main landing path: the same text still runs on newer cards with 70+ and 90+ city counts.
Library id 1444047583316046 -
New Homes Available
We have a select number of Next Gen® homes available across the popular U.S. cities. These plans offer an attached private suite, complete with:
A Next Gen multigenerational floorplan image started 6 May 2026, linked to the Next Gen overview page: a product-line ad with no seasonal hook.
Library id 1667681627812428 -
Move-In Ready Homes Available.
Break free from renting. Explore affordable new homes perfect for first-time buyers. ✅🏠
The oldest video: renting versus owning, a roll-up card standing for 5 ads, started 11 May 2026 with a link tag reading FTHB_Affordability.
Library id 883081214820661 -
Move-In Ready Homes Available.
Break free from renting. Explore affordable new homes perfect for first-time buyers. ✅🏠
Same renting-versus-owning text, a different cut started 29 May 2026 with a link tag reading FTHB_Combination: one message, several audience segments.
Library id 1842829960010427 -
Move-In Ready Homes Available.
Break free from renting. Explore affordable new homes perfect for first-time buyers. ✅🏠
Same text again, a roll-up of 3 ads started 12 Jun 2026: three cuts of the same creative started between 11 May and 12 Jun.
Library id 1479182810902599
- image: over 30 days / median
- 184 of 199 / 77 d
- video: over 30 days / median
- 85 of 124 / 49 d
Takeaways
What a performance team can take from it
Lennar is the evidence, not the audience. Each read below is a pattern a team running its own paid-social account can hold against its own library view.
Three launch days built 62% of the live set: 30 Jul, 31 Jul and 28 Aug
201 of 323 cards started on those three days, and 29 start days exist in all. Against your own library view: a start-date histogram with a few tall bars shows an account that launches in waves and lets the wave run, with a median live age of 77 days.
34 distinct primary texts on 323 cards
The webinar text alone runs on 53 cards (112 ads) and the Fall Super Sale text on 42 (82 ads). The variation sits in the visual and the audience (utm_term names 14 audience segments), so a text count understates how many creatives exist. Count ads by visual, text and audience together.
Video is the newer, shorter-lived half: median 49 days against 77 for images
124 videos (38%) and 199 images (62%). Renting versus owning is 33 videos out of 43 cards with a median age of 37 days, and Everything's Included is 16 of 17 videos at 17 days. Next Gen floorplans are 44 images at 78 days. Message and format travel together, so compare formats inside one message before comparing them across the account.
Creator video is the only format with a person on screen
32 person-to-camera cards are all creator videos, 27 with a creator or presenter in frame. 77% of the whole set shows no person. If a test brief asks for faces, the account's own history says it has run them as creator video.
The longest runners are evergreen images: 55+ communities, a local quiz, national move-in ready
The five oldest cards (163 to 207 days) carry no date or sale: a 55+ community (two versions), a St. George, Utah quiz page, the national 90+ cities message and a Next Gen floorplan. The Fall Super Sale set (68 cards, median age 49 days) is the dated one, and it is also the set most likely to expire. Separate evergreen from seasonal when you read what is still live.
One landing path takes 72% of cards, and the link template is visible
231 cards share the main buy.lennar.com path and 53 go to the webinar page; utm_term holds the audience segment (FTHB, MoveUp, National). 321 links print {{adset.name}} and {{ad.name}} in utm_content. Check how your own tracking macros appear when the library shows the link.
The same offer runs on LinkedIn, with three other jobs added
48% of the 538 LinkedIn ads repeat the home-buyer message; 21% are employer-brand posts and 14% community giving. The Meta page carries none of those. A cross-channel read starts by sorting each library into jobs.
Method
How the read was built, and what it cannot say
Meta Ad Library advertiser page view, US filter, active ads, read card by card on 16 Oct 2026; LinkedIn Ad Library read 2026-10-16; Google Ads Transparency Center read 2026-10-02.
A card is the unit read. 208 cards are roll-ups that stand for several ads, so the cards represent 757 ads. Start date, format, video length, platform icons, call to action and first outbound link are read from the card.
Each card (image or video first frame plus its copy) was classified by a vision model (google/gemini-3.6-flash) into closed value lists on eleven axes, the axes Improvado's Creative Analytics product uses. 30 cards were checked by hand.
Library totals change between page loads and the US filter depends on delivery flags the advertiser set. Every count on this page describes this one read.
brand_prominence = Partner brand leads, tagged from the visual and the copy. All 323 cards read Own brand leads and the advertiser line reads Lennar on every card, so the page has no co-op or partner section.
Sources
Sources
- Meta Ad Library, Lennar page view Live Lennar ads, US filter, with start dates, formats, platforms, CTAs and link destinations. 323 cards read of the library's ~350 results. Read 16 Oct 2026. ↗
- LinkedIn Ad Library, Lennar 540 ads matched the company; 538 read. Read 16 Oct 2026. ↗
- Google Ads Transparency Center, lennar.com 6000 to 7000 creatives shown in the US in the 30 days to 2026-10-02; newest 40 by format. Read 2 Oct 2026. ↗
- Improvado Creative Analytics, taxonomy axes The eleven axes used to tag each card: primary archetype, hook type, message or offer, visual style, emotional tone, format, CTA type, text density, brand prominence, characters, setting. ↗
Independent analysis by Improvado based on public ad library views captured on 16 Oct 2026. Company names, product names, marks and ad creative belong to their respective owners and are reproduced for research and commentary. Counts are approximate library totals, not audited figures; no performance data for US advertising is available from these sources and none is claimed.
Get the playbook and your own creative analysis
One email field. The Creative Analysis Playbook opens on this screen right after, and the same analysis can be built for your ads.