Boost by HomeSpotter runs more than 20,000 digital ad campaigns for agents each month. Ads can be tailored to listing events — such as a new listing, open house, price reduction or recent sale — or they can be used to promote an agent and keep them top-of-mind in their market. Our templated designs follow up-to-date best practices and the ads are targeted to an interested, local audience on Facebook, Instagram and top websites.
The result is that our ad campaigns already get 8x the click-through rate of the industry average. But some ads do even better than THAT! Here’s a roundup of the top-performing campaigns we ran in August… and why they were so effective.
Promoting a custom-built home on Facebook
Agent: Janet Stitt
Brokerage: Carpenter Realtors
Ad type: Listing Ad
Ad Performance: Top 10% for clicks, reactions and shares
After listing this unique, custom-built home, Janet Stitt knew that finding the right buyer might require some extra effort. She got to work, adding her own copy to help garner more attention from her targeted ad audience.
The selected exterior photo grabs viewer attention, and Janet goes on to detail the features that make the home so special, including the dual living spaces and 2-acre lot. It’s easy to tell that the ad is reaching a qualified, targeted audience, as the reactions and shares are both higher than average for listing campaigns.
Promoting the hyperlocal, experienced experts
Agents: Bobby and Julie Lewis
Brokerage: Coldwell Banker Residential Brokerage
Ad type: Agent Promo Ad
Ad performance: 4x click rate vs. the average for non-listing ads
Lake Havasu, Arizona, was the weekend vacation destination for Bobby and Julie Lewis when they met in their early 20’s. Today, it’s their chosen hometown — and the foundation for their bustling real estate operation.
No one knows Lake Havasu like the Lewises, and that’s clear from their most recent ad. The team calls out their local specialization in their page name, ad copy and landing page URL. In short, energetic copy, they also manage to:
- Showcase their expertise and years of experience
- Offer a free consultation
- Address potential objections, by reassuring that there is no pressure or obligation
While some agents are wary of going too hyperlocal in their marketing, this high-performing ad shows that specialization can help establish direct contact and trust with your target market.
Showcasing a luxury listing on Instagram
Agent: Bonnie Hawke
Brokerage: Berkshire Hathaway HomeServices Montana
Ad type: Listing Ad
Ad performance: 2x click rate vs. the average for listing ads
On Instagram, photos are heavily emphasized and ad copy takes a back seat. For agents who specialize in homes with great curb appeal, Instagram can be the perfect ad platform.
In this ad, a few things stand out. First, the “new” flag in the corner calls out that this property was just listed; the flag also matches the BHHS branding in the brokerage’s profile image. Additionally, the use of the Luxury Collection logo indicates that the home is a premium property — and it also demonstrates Bonnie’s expertise and standing in the market.
Highlighting a poolside haven at twilight
Agent: Sheryl Kyle
Brokerage: Coldwell Banker Real Estate Services-Pittsburgh
Ad type: Listing ad
Ad performance: 24.4% social click through rate
Sheryl’s open house ad appeared on multiple platforms and instances, including on Instagram Stories as shown above. Despite running only a few days to promote the weekend event, the campaign generated:
- More than 7 clicks per hour for the duration of the campaign
- Nearly 25% click-through rate on social media sites
Typically, listing ads perform the best when they feature a curbside photo. The exception? When the home has a unique attribute like this property’s stunning pool and patio setting, it’s smart to highlight that space and reinforce its value within the copy. We think the nighttime lighting and overhead vantage point helped this ad stand out, too.
Showing off a mid-century gem
Agent: Mark Brunton, Jr.
Brokerage: BHGRE First Realty Group
Ad type: Listing ad
Ad performance: 29% click rate on social sites
After listing this distinct mid-century modern home, Mark designed an ad showcasing the significance of the property’s unique architecture, design features and ownership history.
As mid-century modern design becomes more and more popular, it’s no surprise that this ad generated a high level of interest. It was a standout performer among our new listing ads, with an incredible click-through rate over 29%. It’s clear that those who were targeted wanted to see more photos and details about this 1960’s stunner.
About Boost by HomeSpotter
Boost helps agents create effective digital ad campaigns through optimized ad templates and targeting that can be customized by property. New campaigns take less than five minutes to create through our streamlined setup process. Click here to run a new listing campaign today.
I think pictures of pools lit at night or twilight are much more attention-grabbing than pools during the day. There’s a certain mysterious appeal that instantly catches more buyers’ attention.