Using Facebook, I discovered the ability to conduct split-tests more cost-effectively and rapidly, all in pursuit of crafting the most compelling ads possible. But before I delve into the insights gained from these split-tested results, allow me to impart some general advertising wisdom gleaned from my extensive research and reading. This advice is invaluable, whether you’re sending out mail for expired listings, distributing postcards, or running Facebook ads. Think of it as a condensed Advertising 101 course – packed with practical insights but free from tedious lectures and the burden of student loans. 

In simpler terms, if lead generation is your main goal, then opting for single exterior photos in your ads might be the most cost-effective strategy in your arsenal. This approach tends to result in a higher click-through rate, a conclusion that is supported by the data we’ve analyzed.

When we analyze the cost per click, it becomes clear that specific reviews not only engage more users but also represent a more efficient allocation of marketing resources. Focusing on concrete, detailed information doesn’t just have a stronger appeal to the audience; it also ensures a more effective use of each dollar spent, particularly in the long run.

Therefore, when devising your next marketing strategy, remember that it’s not enough to make claims – backing them up with specific, tangible data is key to achieving better engagement and a higher return on your investment.

To find out, I conducted a practical experiment, investing $250 in separate ad sets to compare various twilight styles in a comprehensive split-test. But I didn’t stop at twilight images. I also included the “Puffy Clouds” style in this experiment. It’s commonly observed in split-tests that images with puffy, cheerful clouds tend to perform better than those with gray skies, for reasons as obvious as a bright, sunny day. As a side note, you can easily access and utilize the “Puffy Clouds” feature under the Image Enhancement section on Box Brownie’s website. This test was a real-world application to see which style resonates more with viewers and drives engagement.

To determine the more effective photo style in digital advertising, I conducted a split-test experiment, comparing the engagement rates of grid photos against standard exterior shots. Each ad set was allocated an identical budget of $250 and targeted the same demographic group. The primary goal was to assess “awareness” objectives, focusing specifically on which type of photo could generate a higher number of organic link clicks. This experiment was designed to provide clear insights into the photo styles that resonate most effectively with our target audience.

Opting for Shadow Font could result in approximately 2,021 additional leads over a year compared to using Bold Font. This means, with an annual ad spend of $10,400 (calculated as 52 weeks multiplied by $200 per week), selecting Bold Font over Shadow Font could potentially result in missing out on over 2,000 leads. That’s a significant amount of potential business and opportunity left unexploited, demonstrating the critical impact of font selection in your advertising strategy.

The results of our testing reveal an interesting pattern regarding the use of emojis in advertising. While ads with a no-emoji headline performed better than those with emojis in the headline, the reverse was true for the body copy. Ads featuring emojis within the body text attracted 22 clicks, as opposed to the 19 clicks for ads without emojis.

This outcome indicates that the effectiveness of emojis may vary based on their placement in an ad. While they might not be the best choice for capturing immediate attention in headlines, emojis seem to have a positive impact when used in the body copy. In this context, they can help maintain reader interest, break up blocks of text, and enhance overall engagement with the ad content.

The way a listing is visually presented plays a pivotal role in its attractiveness to potential buyers. Keen to understand which design style most effectively captivates audiences, I embarked on an exploration of the relationship between design aesthetics and consumer reactions. To do this, I conducted a split-test featuring seven different property styles: Modern, Hamptons, Scandinavian, Urban/Industrial, Contemporary, Traditional, and Farmhouse. Each style, with its unique characteristics, was tested to see how it resonated with potential buyers and influenced their responses.

However, before diving in, it’s important to remember that while my headlines may have proven effective in the dynamic atmosphere of DC, they might not resonate as well in your specific area. Don’t just take my word as gospel. I encourage you to put these headlines to the test in your own market.

Remember, the key to successful advertising lies in a simple, yet powerful mantra: Test, Test, and Test some more!

Want to get all of our latest and best split-tested ad results?

Sign up for our partner Constant Contact account.

We send all of our partner accounts a twice-a-month email with a ton of actionable real estate best practices. As a bonus we’ll send you our top 100 best split-tested Facebook & Instagram headlines! You’ll never have to think about what to write for your headlines or beginning of your listing again.