Display Ads That Pop
TIP: 80 percent of the value of your ad is in the headline, says Ian L. Price, author of How to Get Supergreat Results from Your Real Estate Advertising.
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.
TIP: You can still mention two or three properties in one display even if you don’t have room for several photos. All properties will benefit from the pull of the photo.
- 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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