Overview

Big companies like Zillow, Offerpad, Redfin, Opendoor, spend thousands of dollars on ad campaigns that bring in sellers, let’s learn from them. 

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Marketing trends shift fast.

Leverage the approaches that big firms are taking to seller lead generation as campaign inspiration. Staying aware of current trends in real estate marketing helps you stay ahead.

Let’s dive in:

Offerpad

With this single image and text-based Facebook ad, Offerpad emphasizes the simplicity of selling to their company. The Offerpad logo is the focal point of this particular ad and the largest element in the image, suggesting that Offerpad’s goals with this campaign are equally about building brand awareness as well as attracting immediate sellers. The call-to-action states “Request your free offer now!”

This alternate Offerpad graphic highlights the value of the potential cash offer. Featuring a mobile display with a prominent dollar amount, this ad provides solutions to common seller pain points by clearly stating “no showings and you pick the close date.”

Redfin

Here, Redfin targets the sellers who are looking to lock in their equity gains and upgrade to a new home. Instead of a “Learn More” button, the call-to-action invites consumers to install the Redfin app. Additional text in the ad details the app’s features: photos, property history, and agent notes.

Opendoor

The call-to-action on this Opendoor ad—“Enter your address to find out”—entices potential sellers’ curiosity. Additional text addresses common pain points: the hassle of cleaning and preparation for showings, as well as the fear of being on the market for too long.

Opendoor frequently collaborates with influencers—a common strategy to foster trust, and introduce the brand to a targeted audience. Here, Titilola Sogunro details her personal experience with the brand, emphasizing the convenience. Additionally, Alexis Castillo points to the fear of paying two mortgages—a factor in her decision to sell to Opendoor. Reveal My DYI’s collaboration with Opendoor uses visual eye candy to draw scrollers’ attention to their Opendoor pitch. In all three cases, the highly appealing interior photographs of the bloggers in their homes serve to generate attention while maintaining consistency with the influencers’ brand.

The following alternate ads highlight the speed and reduced hassle of selling a home to Opendoor. Blue illustration maintains consistency with Opendoor’s brand and additional text reminds potential sellers that selling to Opendoor would mean the opportunity to “skip cleaning and showings.”

The appeal to curiosity—“Wonder what…” and “Find out with…”—invites prospective sellers to “Learn more.” With high-contrast text drawing attention to “an offer on your house in minutes,” this version of the ad would most likely catch the attention of those who are impatient to receive an offer.

Below, these modifications to Opendoor ads are regionally specific with the Dallas-Fort Worth graphic showing an illustrated map with zip codes.

Another alternate ad puts a spin on the call-to-action by asking “Does your home qualify?” and providing a space to enter an address. 

Trade Me Property

Both consumer categories, buyers and sellers, are targeted with this ad. The inclusion of benefits details—“Another home added every 3 minutes”— supports the thesis that Trade Me is a trusted site. The addition selling point—NZ’s #1 property site—is an example of a common strategy used in social media: social proof.

Both Trade Me Property ads make use of large, bold text on an uncluttered background and maintain the green and blue color scheme consistent with the company’s logo and branding.

Domain

Eye-catching green dominates this graphic for Domain. Clicking the link takes curious sellers to a landing page with a space to input their address.

Carvana

A video ad that demonstrates the functionality of the Carvana app features the headline “It’s a Great Time to Sell Your Car.” The “Get Offer” button creates an uncomplicated invitation to engage and the “Used car prices are high” makes the opportunity seem immediate and relevant.

In this alternate Carvana ad, the headline “Sell Your Car 100% Online” along with the photo of a Cavana trailer picking up the vehicle points to the ease of the transaction for those seeking a no-hassle way to cash in. 

This third Carvana graphic addresses a potential pain point—fear of payment complications. “We’ll even pick it up and hand you the check” answers those key questions sellers might have about the specifics of the transaction.

Here, the prominent “sell now” button hooks those who are ready to immediately begin the process.

CarMax

CarMax takes a simple approach with a bold yellow and blue graphic. No subtlety here. “2-min offers” is designed to grab the attention of those eager to immediately sell their vehicle.

In the subsequent ad variations, the CarMax color scheme—yellow and blue—maintains brand recognition while modifications to the copy hint at how close the consumer is to finally getting an offer on their car. Like the Offerpad ads, this CarMax ad features a mobile device and a price. 

Showing a mobile device being used by actual human hands is a subtle example of “social proof”—real people are using this app.

Further variations on slogans that convey the speed of sales. Changes in photos and graphics are commonly made in social media campaigns depending on the target demographic and what appeals to them.

Shift

The promise of ease along with a $200 bonus is the approach Shift takes with its ad. Like the previous strategies, this graphic emphasizes speed, and the call to action seems to suggest no obligation with the “Get Quote” button.

Cazoo

Bold graphics and consistent brand colors are a common way for social media graphics to grab a consumer’s attention while they’re scrolling. This ad from Cazoo takes a conversational approach. 

We Buy Ugly Houses

Exposing the fear some consumers may have that the cash offer they get from other online buyers might not be completely legit, We Buy Ugly Houses promises a “fair, firm cash offer.” It uses bold colors and a cartoon mascot to generate attention.

Knock

Knock takes a very unpolished approach to addressing consumer fears. It’s designed to convey Knock as a solution to these potential loan problems. “See if you qualify” continues to be a common way to entice potential leads by using the curiosity factor.

Orchard

Like the above example from Knock, Orchard utilizes the trend of taking a casual approach to social media marketing. Seemingly hand-made, this graphic feels as though it were made by a client. As seen in some of the previous advertisements we’ve highlighted, Orchard accentuates the “stress-free” aspect of their platform.

An alternate campaign graphic provides “social proof”—38,000 valuations. By promoting the number of valuations they’ve given, Orchard uses the strategy of showcasing how many have taken advantage of their services.

Seller-centric blogs

Another common approach to reaching sellers is by providing sellers with education and insights that will help them make the best choices. When a brand establishes itself as a trusted authority, it will attract consumers seeking their services.

10 awesome seller-centric blogs published by media sites

i.e. CNBC, NYTIMES, Zillow Blog, Trulia, ect…

What approaches to generating seller-leads have grabbed your interest?

Now more than ever, companies are addressing consumer anxieties about the home-selling process—promising ease and efficiency in helping homeowners cash in on their equity. In contrast to online buyers, agents can offer sellers the opportunity to maximize their home’s value. For this reason, consider tweaking common online buyer strategies and promoting the various ways agents assist their clients in getting the highest price for their homes. 

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