Agents are constantly looking for ways to stand out, capture attention, and build trust with potential clients. One often overlooked aspect that can significantly impact your success is the power of specificity in your marketing and advertising efforts.

The Magic of Specific Reviews

When it comes to reviews, a recent split test I conducted revealed some fascinating insights. We presented a listing with three different variations: one with a specific review count of 1,381, another with a generality of “over 1,000 reviews,” and the third with no reviews at all.

My spilt-test was run through Meta’s “Ad Manager” and spread across Facebook and Instagram. I spent $75 each with an “Awareness” objective because I wanted the clicks to be more organic in nature. 

Unsurprisingly, the specific review count outperformed the no-review strategy by 13%. However, what was more striking was that using generalities in our ads was actually 18% worse than having no reviews at all. This highlights a crucial point: your audience doesn’t just appreciate specifics; they actively dismiss generalities.

The Pitfalls of Vague Claims

In advertising, making general claims like being the “Number 1 Agent” might seem impressive, but it often falls flat without tangible evidence to back it up. Discerning clients are looking for concrete proof of your expertise and success.

Interestingly, sticking to vague generalities when it comes to reviews can be even more damaging than having no reviews at all. Ambiguous claims without concrete backup can raise doubts in potential clients’ minds, making them question the authenticity of the reviews and ultimately eroding trust.

The Cost-Effectiveness of Specificity

Investing in specificity not only resonates better with your audience but also proves to be more cost-effective in the long run. Let’s consider a hypothetical weekly budget of $200 for your campaigns.

With specific reviews, you could expect to generate around 115 clicks per week. In contrast, using generalities would only yield approximately 83 clicks. While this difference may seem small on a weekly basis, the impact becomes substantial when projected over a year.

Annually, a “Specific Reviews” campaign would amass an impressive 5,980 clicks, outperforming a “Generalities Reviews” campaign by a staggering 1,664 clicks. This stark difference in return on investment highlights the long-term value of prioritizing specificity in your marketing efforts.

Crafting Your Marketing Message

When crafting your marketing message, it’s essential to focus on substantiating your claims with hard facts and specific details. 

Whether it’s showcasing your track record of successful sales, highlighting unique features of a property, or sharing glowing reviews from satisfied clients, the more specific you can be, the more trust and credibility you’ll build with your audience.

When it comes to property listings, be sure to include every specific update your client has made to the home. Be as detailed as possible, providing the year of each improvement. For example, instead of simply mentioning “updated HVAC,” specify “HVAC (2023).” If the roof was replaced, note “Roof (2022).” If the kitchen underwent a renovation, include “Kitchen Remodel (2021).”

You might be thinking, “Who wants to read a description that long?” 

Remember, the more you tell, the more you sell. People don’t want to read advertising. They read what interests them, and sometimes that’s an ad. If you’re not currently in the market for a home in that particular city, you may not be interested in when the bathroom was re-done. However, if you were actively shopping for a property, you’d want to know everything!

Embrace the Power of Specificity

Potential buyers appreciate the transparency and level of detail provided. It helps them make informed decisions and instills confidence in the property’s value. By offering specific information about recent upgrades and improvements, you demonstrate the care and attention the homeowner has invested in the property, making it more attractive to prospective buyers.

Remember, the goal is to capture the interest of serious buyers who are actively searching for their dream home. By providing them with the information they crave, you’ll stand out from the competition and increase the likelihood of attracting qualified leads and ultimately closing the sale.

If you’re interested in learning more about real estate advertising split-test results and want a step-by-step guide on how to run ads and succeed in the industry, be sure to check out my book, Six Weeks to Real Estate Success.