Selling a property is not like selling smaller products and items. Buying a house is a huge, emotional decision, and it can be challenging for realtors to promote their properties in a way that connects and sells.
Real estate ads are a great way to get in front of people who might otherwise have missed your new listing, but it’s important to get them right. Here’s everything you need to know about real estate ads on social media, and how you can improve your current efforts with Jasper.
What exactly are real estate ads?
Real estate ads do exactly as they say on the tin - they advertise your real estate business, whether it’s a brand new house that’s come on the market or financial services associated with getting a mortgage.
Competition is fierce in the real estate market, which means it’s important to make your ads stand out and create an instant connection with potential customers with powerful marketing strategies. It’s not enough to publish a few nice pictures and hope for the best (although visuals are very important when you’re selling a home). Instead, you have to use your copy to create a story, sell prospective home buyers on a property’s features, and help conclude that you’re the best real estate agent for them.
How to write catchy real estate ads
Writing catchy real estate ads is similar to writing catchy ads for any other industry. The biggest difference is you’re advertising one of the biggest and most emotional purchases a consumer will ever make, so there’s a lot more at stake (and a lot more persuasion that needs to happen).
Creating copy for a real estate ad is completely different from creating copy for, say, a pair of shoes or a $10 water bottle. You have a limited amount of time to build trust and spark the interest of a buyer, and then you have the added struggle of igniting their imagination and getting them to picture a property as their future home.
So how do you get started? Here are some tips to help you out.
1. Focus on benefits not features
It’s easy to reel off a bulleted list of what a property has to offer. Who doesn’t want four bathrooms and a fifty-square-foot garden with a newly built patio? But what does that mean for buyers? What benefits will they get from having those features in their house?
It could be that they have a big family and four bathrooms mean they never have to queue for the shower in the morning again. Or it could be that the huge garden and patio are perfect for summer barbecues with the family.
2. Spend time on your headline
The headline is often the first thing prospective buyers will see when they come across your ad. If it’s not enticing enough, they might not click through, which makes it worthwhile spending a bit of time perfecting this part of your copy.
Think about evoking a sense of curiosity, using a sense of urgency, or focusing on the low price of a property to get people through the digital door.
The headline of a real estate ad is the most important element because it serves as the first impression potential buyers will have of the property.
Compelling headlines can grab the attention of viewers, pique their curiosity, and entice them to learn more about the listing. It sets the tone for the entire ad, influencing whether or not a prospective buyer will continue reading or click through for more details. By creating a headline that evokes emotion, urgency, or highlights a unique selling point, real estate agents can significantly increase the chances of capturing the interest of their target audience and ultimately lead to a successful sale.
3. Put the client first
Step into a buyer’s shoes: what do they want to know about a property? Remember, buying a house is one of the biggest purchases a person can make, and understanding their pain points and objections and then tackling those in your ad copy will instantly build trust and credibility.
Put the client first by:
- Using second-person pronouns to address prospects directly
- Touching on their pain points and worries
- Spinning your copy to address their wants and needs rather than simply what you’re offering
4. Tell a story
Because buying a home is such a huge, emotional decision, your ads need to dig deeper than most. Telling a story will help prospects picture what their life could look like in a property and spark their imagination. This is what will make them click through and get excited about your ad and, more importantly, what you’re selling.
Why you should harness storytelling in real estate ads
- Establishing Emotional Connection: Storytelling in real estate advertising allows you to connect with potential buyers on an emotional level, making them more likely to remember your property among the many options available.
- Creating Memorable Ads: By weaving a narrative into your advertisements, you can create a memorable experience for viewers, setting your property apart from others in a competitive market.
- Showcasing Lifestyle: Storytelling enables you to showcase the lifestyle that comes with owning a particular property, helping buyers envision themselves living there and fulfilling their aspirations.
- Building Trust and Credibility: A well-crafted story can build trust and credibility with potential buyers, showing them that you understand their desires and can fulfill their needs beyond just the physical attributes of a property.
- Encouraging Engagement: Engaging storytelling can captivate your audience, encouraging them to interact with your ad, visit your listings, and ultimately take the desired action of contacting you for more information or scheduling a viewing.
6 highly clickable Facebook real estate ads examples
These real estate Facebook ad examples showcase some of the best practices we’ve listed above along with some great imagery.
Troy Phillips Real Estate Agency adds a sense of urgency to their Facebook advertising by reminding prospects that now is the time to buy (it helps that the image is eye-catching, too).
Goodlife Realty name drops a designer in its ad copy. They know who their target market is and use key selling points to attract them. The ad copy also highlights the benefits of the property, like “plenty of privacy”.
Prosper Real Estate professionals use retargeting ads on Facebook to re-engage with prospects who have already shown an interest in their properties. They use second-person pronouns to speak directly to the reader and use a selection of images in a carousel format to showcase choice.
This ad from Venture Realty Group uses a bit of FOMO to attract attention.
This real estate ad promotes the lifestyle around a new home rather than the property’s defining features. Anyone interested in a car-free urban lifestyle will be able to self-select and relate to this ad campaign. There’s also an added video, which can lead to higher engagement rates than a standard image.
The real estate team at Travis White uses descriptive language to promote this particular property. Again, there is a video to help increase engagement rates.
5 catchy real estate Instagram ad examples to inspire you
Rather than listing off a set of features, Laura McCarthy describes what makes this property different to pique the interest of potential buyers.
Andrea Costa creates a human connection with readers by sharing her own story in this ad.
D&D Real Estate Holdings uses the holidays to spark potential buyers’ imaginations.
Triangle Real Estate Group promotes a nearly-ready home by highlighting its commute to the nearest city. This will appeal to its target audience and help them imagine what their life will be like there.
Keller Williams Realty uses storytelling well in their ads. The narrative that Arrow weaves creates a human connection but also taps into the emotional side of buying a property for potential clients. This is another real estate video ad that adds an engaging layer to the campaign.
How Jasper can help write engaging real estate ads
Jasper has a number of templates that you can use to craft the perfect real estate ad. Start by using the Facebook Ad Headline template to put together an attention-grabbing tagline. Simply plug in a quick description of the property and the tone of voice you want to use and the powerful AI will come up with high-quality, unique copy.
Here are some more examples of Facebook ad headlines from this template:
- Live the City Life in Style: 4-Bed Downtown SF Property with Patio & Firepit
- Experience Luxury Living in the Heart of San Francisco - Four Bed Property with a Big Patio and Firepit!
- Discover the Ultimate Urban Oasis in the Heart of San Francisco
Next, use the Facebook Ad Primary Text template to beef up your ad and create an engaging paragraph that will attract the right kind of first-time home buyers and increase engagement. Again, just enter a couple of sentences about the property you’re advertising and Jasper will come up with a couple of unique examples of copy for you to use right away.
Finally, the landing page you direct people to needs to be equally as engaging as your ads. This is your chance to show off all the great things about the property you’re advertising and convert click-throughs into actual open house viewings. Jasper’s Real Estate Listing template will help you put together the right copy for your landing page - just give the AI a bit of information about the property and it’ll do all the hard work for you.
Here’s what we got when we hit the ‘Generate content’ button a second time, using the same inputs:
Welcome to your dream home in beautiful Baton Rouge! This stunning 5 bedroom, 6 bathroom property is waiting for you to make it your own. From the moment you step inside, you will be captivated by the spacious open floor plan that seamlessly flows from the living room to the kitchen and dining area. The perfect space for entertaining friends and family or simply relaxing after a long day.
But that's not all, this home boasts a huge private garden that has been meticulously landscaped to create an oasis right in your backyard. Imagine enjoying a cup of coffee on your patio while taking in the serene surroundings or hosting a summer BBQ with plenty of space for all your guests.
Inside, each bedroom offers ample space and natural light, providing comfort and privacy for everyone in the household. With six bathrooms, there will never be any fighting over who gets to use it first in the morning!
Located in one of Baton Rouge's most desirable neighborhoods, this home also offers easy access to top-rated schools, shopping centers, restaurants, and entertainment options. You truly get the best of both worlds – a quiet retreat within close proximity to everything you need.
Don't miss out on this incredible opportunity to own your dream home. Schedule a showing today before it's gone!
Using all three of these templates together means you can have your ad copy ready in no time at all. We can cherry-pick the best examples from here to create an ad that reads something like:
Live the City Life in Style: 4-Bed Downtown SF Property with Patio & Firepit
Dreaming of your own backyard oasis in the hustle and bustle of San Francisco? Look no further!
This stunning four-bed property boasts a huge patio with a firepit, perfect for family BBQs or relaxing evenings after a long day in the city. And the best part? It's only minutes away from the tram station, making your daily commute a breeze.
Don't miss out on this prime location in the heart of downtown San Francisco. Click here to schedule a viewing before it's gone!
This ad uses a number of best practices to hook potential homeowners and buyers. It injects a sense of FOMO by telling them not to miss out, it describes the property using its benefits rather than just its features, and it sparks the imagination of their target audience by helping them imagine what their life could be like if they live there.
Start writing your next real estate ad campaign today with Jasper
Real estate ads will get your properties in front of the right people, but it’s important you create copy that sells. Use the best tips we’ve listed here and leverage Jasper’s multiple templates to scale your real estate advertising efforts and create winning ads every single time.
Design captivating real estate ads effortlessly with Jasper's user-friendly templates and expert tips. Unlock the potential to create compelling ad campaigns that resonate with your target audience and drive property sales like never before.
Create compelling real estate ads today.
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