In your real estate advertising, every detail counts. From the property photos to the ad copy, each element plays a crucial role in capturing potential buyers’ attention. But have you ever considered the impact of font choice on your ad’s success? 

A recent split test I conducted reveals that the right font style can significantly boost your ad’s click-through rate and lead generation.

The Font Showdown: Shadow, Italicized, or Standard?

To test the power of fonts, I ran an A/B split test on Meta, comparing three different font styles: shadow font, italicized font, and standard font. 

Each ad was allocated a budget of $50, with the font style being the only variable. It’s important to note that these ads were run with an “Awareness” objective because I wanted the clicks to be more organic in nature. To change the Facebook and Instagram ad font styles I used a website called LingoJam.

The results were eye-opening:

  1. The standard font received 28 clicks.
  2. The italicized bold font, with its slant of sophistication, got 24 clicks, a slight decline compared to the standard font.
  3. The true surprise was the shadow font (which stood out quite literally), leading the pack with 36 clicks.

Why did the shadow font outperform the others? It’s all about grabbing attention. The shadow effect makes the text pop, drawing the viewer’s eye and encouraging them to read on.

The Financial Power of Small Split Tests

While font style might seem like a minor detail, the financial impact can be substantial, especially when running ads on platforms like Facebook, where every click costs money. Let’s consider a scenario with a weekly ad spend of $200.

Using the shadow font, you could generate approximately 2,021 more leads over the course of a year compared to using the standard font. That’s a significant amount of potential business to tap into, simply by choosing the right font style.

Crafting Your Real Estate Ads

When creating your real estate ads, it’s essential to focus on the details that make a difference. 

Here are some tips to keep in mind:

  1. Experiment with font styles: Don’t settle for the default. Test different font styles to see which one resonates best with your audience.
  2. Be specific: As I’ve discussed in previous articles, specificity is key. Instead of using generalities like “over 1,000 reviews,” provide the exact number. Specific details build trust and credibility with potential clients.
  3. Highlight property features: When listing a property, include every specific update the homeowner has made. Mention the year of each improvement, such as “HVAC (2023)” or “Roof (2022).” The more details you provide, the more attractive the property becomes to serious buyers. The more you tell, the more you sell!
  4. And remember to “Always Be Testing!” The beauty of Facebook and Instagram ads is you can split-test an endless amount of variable in your ads. Over time your ads not only become more persuasive, but also less expensive per click. 


By leveraging the power of font choice in your ads, you can capture attention, build trust, and ultimately generate more leads. So, the next time you craft a Facebook ad, remember that the right font style could be the key to finding the perfect buyer for your property.

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 effective ads, check out my book, Six Weeks to Real Estate Success.