Written out in full, with the audience and the visual for each. Three of them capture leads, three keep you visible. Anything in square brackets is a placeholder for your own market's figures.
Benchmark report · creative performance across agent accounts
Template 01
What it does
Show homeowners nearby that houses on their street are moving, and that you are the one moving them. Run it for a couple of weeks around each listing.
The copy
Just listed in [Suburb]: [n] bedrooms, [feature], available before [month]. [One line about the property.] [One line about the street: what makes it different from the next one over.] [One line about the buyer likely to move on it.] Price guide [range]. If you're nearby and wondering what this means for your own place, check your address privately here: https://pocketappraisal.io. No call, no obligation, just the number.
Visual
You near the signboard, the property's hero feature visible behind you. Neutral background, calm posture, arms folded or mid-conversation. No stickers, no price overlay. It should read as a local update, not a portal listing tile.
Make it yours
The third line is the one that matters. If you cannot write something about the street that a competing agent could not write, you do not know the area well enough yet.
Template 02
What it does
Prove the result without making the ad feel like a brag. Run it for a couple of weeks after each settlement.
The copy
Sold in [Suburb]. [Result] in [n] days. [One line on the campaign: what we did differently.] [One line on the buyer: who bought it and why.] [One line on what the result means for owners in the area considering a move.] Curious what yours would do on today's numbers? Check it privately: https://pocketappraisal.io.
Visual
You outside the sold property, signboard in frame, slight natural smile. Feels like a photo a neighbour took on their phone, not a rendered listing card.
Make it yours
Resist the temptation to lead with the price. The ad answers the question the street is already asking; it does not need to shout it.
Template 03
What it does
Convert the homeowners already thinking about listing in the next few months. Turn it on when you need appraisal volume, off when you don't.
The copy
Thinking about selling in the next few months? Start with the number. Get an instant estimated appraisal for your home in [Suburb] at https://pocketappraisal.io. Confirm a few details about your place and the estimate lands straight away, followed by a full written appraisal from me within 48 hours if you'd like to go further. No pressure. No follow-up call unless you ask for one.
Visual
Typography-led, off-white background, a small photo of you rather than the property. It should look nothing like the listing ads around it in the feed.
Make it yours
Works best sent to people who already recognise you, your database and past enquirers, rather than a cold suburb-wide audience. The same ad shown cold is the most common way agents conclude that social ads don't work.
Template 04
What it does
Build database depth. Today's buyer is a future seller, usually sooner than either of you expects. Runs continuously in the background.
The copy
The [year] buyer's guide to [Suburb], free at [link]. Inside: median prices by bedroom count, current days on market, the streets buyers keep asking about, and the price bands with the most competition. Written for people buying here in the next twelve months. Useful even if you end up buying through someone else.
Visual
The guide shot as a physical booklet on a desk, you working in soft focus behind it. Reads as a resource someone would keep, not a lead magnet.
Make it yours
The guide has to be genuinely good. A thin PDF costs you the exact list you were trying to build.
Template 05
What it does
Familiarity. This ad exists so people remember your face, not your listings. Runs quietly, all year, at a low daily spend.
The copy
[n] years ago I sold my first house in [Suburb]. Here is what I got wrong. [Two short paragraphs. Something specific: the first vendor who trusted you, the campaign you misjudged, the lesson that changed how you list houses now.] Nothing to sell here. Just the thing I wish someone had told me earlier.
Visual
A candid portrait of you, mid-walk or mid-laugh, not staged and not corporate. The kind of photo a friend would take.
Make it yours
Do not sell anything in this ad. The ad is the sale, and the sale is a homeowner remembering your name next week.
Template 06
What it does
Become the person locals check in with about the market. Same day, every month, indefinitely.
The copy
[Suburb], [month]: [n] sales, median $[X], [±n] days on market. [What sold.] [What didn't, and why.] [What it means if you are thinking about the next twelve months.] Want to see what these numbers mean for your own place? Check it privately: https://pocketappraisal.io. Same update again next month.
Visual
A simple data card with you visible in a small frame, out on the street where the sales happened. Serif headline, muted background, identical layout every month.
Make it yours
Recognition comes from repetition of form. The month this ad gets a redesign is the month it stops compounding.
Want this built for your market?
ProspectingXP builds, tests and hands over the complete campaign system.
Book a strategy call →Templates 01, 02 and 06 run continuously at low spend and form the drumbeat. 03 and 04 turn on and off with appraisal volume. 05 runs quietly in the background all year. Rotate creative roughly every three weeks so fatigue is scheduled rather than discovered.
The measure is not which ad performed best. It is whether a homeowner in your area has seen the same name enough times that calling you feels like a continuation rather than a cold decision.
What I believe · The share of a suburb ready to list in any given month is small; the share who will list eventually is the whole suburb. Write for the second group. I have no measured figure for either, and I distrust anyone who quotes one to two decimal places.
Illustrative example · Every number inside the templates (days on market, sale counts, radii, age ranges, the years in the personal story) is a placeholder standing in for your own market's figures.
Next step
Templates are creative. The result comes from the area, the audiences and the twelve-month rhythm they run inside.
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