So you scored a new listing. That’s great.
Now you have to promote it.
That entails a million decisions.
One decision is “what copy should you use in your social media posts and/or ads?”
There are many options but for a recent campaign I started with two very common headlines: “New Listing” or “Square Footage” [inputting actual square footage]?
You may not know this, but I spend $100K+ per month running realtor ad campaigns and experiments.
Here are the ads I split tested. The only difference is the headline copy.
I wanted to find out which headline copy performed best.
It’s amazing running experiments because even though I’ve been doing marketing for realtors for some time, I’m often surprised by the results.
I’m often surprised by the winner but more so by the range in performance.
That’s no exception with this particular split test.
The winner turned out to be “Square Footage.” I expected that, but did not expect by how much.
In this case, the “Square Footage” copy outperformed “New Listing” by a whopping 20%.
NOTE: You don’t have to run paid ads to take advantage of my reported results. The same insights will work for regular social media posts and other organic promotions.
How does this help you?
It’s simple.
At least for higher square footage properties, you now know that square footage headlines outperform “New Listing” headlines.
Note that the results may be dictated by it being a luxury property. I have more tests running with lower square footage properties.
I put all these real-life campaign and experiment results in the brand new HS Pro LAB.
The LAB‘s case studies include all the details you need, including CTR, cost per click, demographics, platforms (FB, Insta) etc. so you can make sound decisions.
For example, inside The LAB you’ll discover the actual cost per click, CTR, age range and platform charts. When a Canva template is used, there’s a link for the Canva template. If I use AI for the creative, the AI prompt is provided. In this specific case, I provide the editable Canva ad template.
The LAB is updated weekly with several new case studies and experiment results. All these tests and real-life campaigns are the result of over $100K spent per month (for realtors and my own testing).
Stay tuned for more.
