Display Ads That Pop

Keep these ideas in mind when writing and designing a display ad:

  • Most people read ads from the upper left to the lower right. Put your headline and photo near the top.
  • One large house photo is more effective than several small ones.
  • Don’t use more than two typefaces in an ad; avoid very decorative faces as they are often hard to read, especially in smaller sizes.
  • Short words are more powerful than long words; short sentences are more powerful than long sentences.
  • White space around a headline or main point draws the reader’s attention. Don't fill every bit of space in your ad.
  • Always include contact information and the company logo.

Adapted from Power Real Estate Advertising, by William Pivar and Bradley Pivar, Real Estate Education Co.

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