In the Real Estate industry, visuals sell. But which format delivers better results—video Ads or static property photos?
To find out, we analyzed over 120 digital ad campaigns run by Agents across Facebook, Instagram, and YouTube over the past 18 months. These campaigns promoted listings ranging from suburban homes to high-rise condos, targeting buyers in North America.
How Video Ads Stack Up Against Static Ads
What the Data Tells Us
Video Ads: Virtual Curb Appeal
- More Clicks, More Time: Video ads increased time-on-page by 92%, keeping prospects engaged longer.
- Higher Engagement: Properties marketed with videos ads or drone footage saw double the engagement on social platforms like Instagram and Facebook.
- Better Lead Quality: Video ads converted at 63% higher rates, often attracting more serious buyers ready to schedule showings.
Static Ads: Simpler, Cheaper, Still Effective
- Lower Cost Per Lead: If budget is tight, static image ads cost 25% less per lead, making them ideal for volume-based lead generation.
- Effective for Quick Listings: For rentals or properties in fast-moving markets, static ads performed well, especially when targeting warm audiences.
Strategic Takeaways for Agents & Brokers
- Use video ads for high-ticket listings, open house promotion, or when launching new developments.
- Leverage static ads for quick turn situations, or rentals
- Combine both in a full-funnel strategy:
– Video to capture attention → Static to drive conversions.
Final Verdict
If you’re looking to maximize impact in your marketing, video ads win on engagement and lead quality—especially for premium listings. Later this month, Property Panorama will be launching the ALL NEW ADTensify Video Ads for all of our users to take advantage of.
Keep an eye on your inbox and the blog to stay up-to-date on all of the details leading up to the launch!
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