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Read time: ~10 minutes
Welcome back.
In this edition, you’ll learn how to create results-based ads to convert buyers and sellers, our new favorite web browser that helps you get things done, and all about a big 3-way data reciprocation between top MLS networks.
If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.
Or, if you’re caught up, let’s jump right in.
In this, and every, edition you can expect…
One actionable tip that can immediately boost your lead generation
One handy tool that can simplify your tech stack management
One essential news story
…and to get at least 1% better at generating more of the right type of leads.
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How to Craft Clear, Outcome-Focused Ads That Convert Buyers and Sellers
When you’re an individual agent or small brokerage, copying Nike’s cinematic storytelling or Apple’s mysterious teasers only confuses prospects.
Big brands already have mindshare—consumers know their logos, their personalities, and their products.
You don’t.
Overly abstract, “artistic” ads add cognitive load, causing clicks to plummet.
Instead, lean into Anti-Creative Creatives: simple, unambiguous, platform-friendly ads that drive action by focusing squarely on the outcome your prospects care about.
Here’s how to execute this strategy step-by-step.
1 | Understand Why “Less Is More” for Unknown Brands
Cognitive Load Kills Conversions
Abstract imagery and ambiguous headlines force viewers to guess what you offer. When your brand is unknown, that extra mental effort is a deal-breaker.
Outcome-Over-Art
Buyers and sellers scroll fast. They need to know in 1.5 seconds what you do and why it matters (e.g., “Free Home Valuation in 24 hrs”).Platform Context Matters
What works on a glossy Apple billboard in Times Square won’t work in Instagram Stories. Tailor simplicity to each channel’s norms.
2 | Step 1: Pinpoint the Single Most Compelling Outcome
Before you write a word or choose an image, answer this question:
What’s the one result your ideal buyer or seller cares about most?
Audience Segment | Possible Outcome |
|---|---|
First-Time Buyers | “Find homes under $350K in 3 days 🍃” |
Upsizing Families | “4-bed homes with backyard under $500K” |
Luxury Sellers | “List your penthouse—0 % commission option” |
Investor Buyers | “5 %+ cap-rate rentals near UT campus” |
Lock in that outcome—every element of your ad will reinforce this single promise.
3 | Step 2: Write a Clear, “Tell-It-Straight” Headline
Your headline must answer “What do I get?” in plain English, ideally under 7 words. Avoid puns, wordplay, and jargon.
Bad (abstract): “Unlock Your Urban Oasis”
Good (anti-creative): “Tour 3 Lakeview Homes in 24 Hrs”
💡 Tip: Use numbers and timeframes (“24 Hrs,” “5 min”) to convey clarity and urgency—buyers and sellers respond to concrete specifics.
4 | Step 3: Choose a Single Supporting Image
Pick one photo that directly illustrates your outcome:
Outcome: “Free Home Valuation” → Image: Agent handing keys to homeowner in front of “Sold” sign.
Outcome: “3 Lakeview Homes” → Image: Collage of three actual lakefront listings.
💡Tip: Avoid abstract stock imagery (e.g., blurry sunsets). Use real photos of real properties or real interactions to build trust.
5 | Step 4: Craft a One-Sentence Subheadline or Caption
Directly beneath your headline, add one clarifying sentence—no more than 15 words—that sets expectations.
Example (Facebook Ad):
Headline: “Tour 3 Lakeview Homes in 24 Hrs”
Sub-headline: “Select your favorites; I’ll handle scheduling with no obligation.”
Example (Instagram Story):
Text Overlay: “3 Homes under $400K → Swipe up for details.”
Keep verbs active and benefits front-and-center.
6 | Step 5: Include a Single, Unmissable Call to Action
Your CTA must match your outcome and use platform conventions:
Platform | CTA Example |
|---|---|
Facebook Feed | Button: “Book Your Tour” |
Instagram Story | Swipe Up: “See 3 Homes Now” |
LinkedIn Post | Link: “Get Free Valuation” |
YouTube Ad | Overlay: “Visit Listing Page” |
💡Tip: Use strong, action-oriented verbs: Book, See, Get, Claim.
7 | Step 6: Align Creative to Platform Context
Text-Light Platforms (Instagram/TikTok):
– Headline as bold graphic text, short sub-headline as overlay.
– Keep total on-screen text under 20 % to comply with ad guidelines.Text-Friendly Platforms (LinkedIn, Email):
– Use a full one-sentence caption under the image.
– Expand with a brief bulleted list in emails: “✓ 3 Lakeview Tours, ✓ No-Obligation, ✓ Flexible Scheduling.”
8 | Step 7: Test, Measure & Iterate
Metric | Target | Tool |
|---|---|---|
Click-Through Rate | ≥ 2 % (cold audience), ≥ 5 % (warm) | Facebook/GA4 |
Cost per Lead | ≤ $25 | Ads Manager/CRM |
Lead-to-Appointment Rate | ≥ 15 % appointment bookings | CRM (Follow Up Boss) |
A/B Test Two Headlines: Swap one word (e.g., “Tour 3 Lakeview Homes” vs. “See 3 Lakeview Listings”) to gauge which drives higher CTR.
Swap One Image: Test a lifestyle shot vs. a property collage.
Rotate Audiences: Warm retargeting (site visitors) vs. Lookalike.
After 1–2 weeks, kill the low performers. Scale the winner with 20–30 % higher budget.
Final Takeaway
If your brand is still unknown, save the cinematic flourishes for later. Right now, prioritize clarity: a single outcome, a direct headline, one strong image, a concise sub-headline, and one bold CTA—each tailored to the platform. This Anti-Creative Creative approach cuts through the noise, reduces friction, and triggers quick action from buyers and sellers who otherwise scroll past abstract ads.
✅ Action Step: Pick your highest-value service (e.g., home valuation, listing appointment, buyer tour). Build one “anti-creative” ad following the seven steps above. Launch it to a small test audience, measure performance after 72 hours, and refine. You’ll be amazed how “less creative” can become more effective in generating real-estate leads.
The ‘Get Things Done’ Web Browser
Your competitive advantage often comes from how efficiently you research markets, track listings, and manage client data—without drowning in browser tabs.
But traditional browsing slows you down, scattering information and making it hard to stay organized.
This edition’s recommended tool transforms your browser into a smart assistant that thinks with you—enabling faster research, seamless execution, and smarter decision-making.
Tool: Comet by Perplexity - The Future of How We Experience the Web
Overview: Comet is an AI-first browser built on Chromium by Perplexity, designed to serve as your agentic assistant while researching and executing tasks. It integrates Perplexity’s AI search engine and sidebar assistant (“Comet Assistant”) into your browsing experience, enabling you to get instant summaries, organize project context, and perform tasks—all without switching tabs
Key Features:
Contextual Comprehension: Highlight text on listings or market reports and ask Comet Assistant to summarize neighborhood trends or compile comparable sales data.
Cross-Tab Memory: Use the
@tabfeature to query across all open tabs—perfect for comparing listing prices, school ratings, and market statistics in one goAgentic Task Automation: Ask Comet to schedule property visits, draft follow-up emails, or pull key details from documents—all without leaving the browser
Unified Workspace: Import bookmarks, settings, and extensions with one click to maintain your workflow—no messy transitions
Built-In Privacy: Designed with data control in mind; supports local storage of user data and opt‑outs, offering peace of mind in client communications .
Benefits for Real Estate Agents
Comet helps real estate professionals by transforming browsing into a strategic research and execution hub:
Streamline Market Research: Get quick, AI‑summarized snapshots of local sale trends, school districts, and mortgage insights—without tab overload.
Improve Client Demos: Pull key features from listings, draft compelling descriptions, or prep buyer reports faster using Comet’s assistant.
Stay Organized: Keep client research, listing comparisons, and meeting notes in one intelligent workspace—making sure nothing slips through the cracks.
Boost Efficiency: Save hours each week by automating routine tasks like property inquiries or appointment scheduling. Comet handles it for you.
Examples of Use Cases
Agent Workflow Simplified
During listing preparation, research comparable properties across multiple websites. Ask Comet, "Compare top five listings’ square footage and days on market," and get a concise summary.Client Follow-Up Aid
After a virtual tour, command Comet to draft a personalized email summarizing key highlights and next steps—all right from the browser.Efficient Market Reports
Prepare a neighborhood briefing by gathering stats across several sources. Comet compiles and summarizes in minutes, ready for client delivery.
How to Get Started
Join the Waitlist or Subscribe
Sign up at comet.perplexity.ai to get early access via Perplexity Max subscription or invite-only waitlist.Install and Import
Once invited, install Comet on Mac or Windows and import your existing browser setup seamlessly.Explore Smart Features
Activate Comet Assistant, use contextual highlights,@tabqueries, and experiment with agentic tasks related to your real estate workflow.Embed in Daily Routine
Use Comet during research, listing prep, or client consultations, and monitor how much time it saves you through smarter browsing.
Why Comet is a Game-Changer for Real Estate Professionals
Comet isn’t just another browser—it’s an AI-augmented workspace built to streamline real estate research, execution, and creativity. It helps you stay organized, think clearer, and act faster—transforming everyday browsing into a strategic engine for smarter client service and faster deal flow.
Ready to elevate your real estate game with next-gen browsing?
Explore Comet and turn your browser into your smartest work tool yet.
MLS Giants Unite: CRMLS, Bright MLS & Stellar MLS Launch Reciprocal Data Network
📰 What’s Happening
California Regional MLS (CRMLS), Bright MLS, and Stellar MLS (Florida’s top MLS) have established a reciprocal data access agreement, creating a seamless, unified data network across regions spanning from California to the East Coast.
This move effectively links nearly 300,000 real estate professionals and significantly expands listing visibility beyond local borders.
“CRMLS is always seeking new ways to bring value to our agents … to foster a better-connected network of real estate professionals from across the nation.”
📈 Why It Matters for Realtors & Lead Generation
Broader Visibility: Agents gain access to listings and buyer activity in distant geographic areas, enabling more cross-market referrals and lead opportunities.
Enhanced Referral Capability: With access to out-of-area properties, agents can confidently serve clients relocating or investing in new regions.
Stronger Market Insights: Larger data sets improve targeting and marketing strategies—agents can pinpoint demand trends and tailor outreach accordingly.
✅ 3 Actionable Lead Strategies for Realtors
Partner Across MLS Lines
Team up with out-of-region agents to co-market listings to new audiences.
Offer relocation packages or virtual tours for clients moving to or from connected markets.
Expand Digital Advertising Zones
Use MLS-integrated tools to run targeted ads in newly accessible areas where your listings now appear.
Build geo-specific drip campaigns to engage buyers in these expanded zones.
Market Yourself as a Multi-Market Expert
Highlight this MLS network coverage in your marketing: “Now showcasing homes in CA, Mid-Atlantic, and FL.”
Publish content—blogs, social media, newsletters—on cross-market insights like secondary home trends or investment hotspots.
🌟 Bottom Line
The reciprocal data network between CRMLS, Bright, and Stellar marks a major leap toward a truly interconnected MLS ecosystem. By tapping into this network, savvy agents can generate quality leads across state lines, improve referral partnerships, and position themselves as go-to experts in a national marketplace.
Want help implementing any of these strategies? I can help craft email templates, ad copy, or partnership outreach scripts to get you started!
See you next week.
The Real Estate Marketing Update Team @ imFORZA