When it comes to estate agents and paid social media, crafting the perfect heading for your posts is key to running successful campaigns. After all, these are the first things that potential customer will see and, if they're not intrigued or engaged, they're likely to scroll right past.
In this article, we provide tips and advice on how to create headlines that help increase click-throughs from motivated, relevant users.
11 tips when creating headlines for Facebook Ads
- Know your audience
This may seem like an obvious one, but it's important to remember that not all potential customers are the same. Different people will be interested in different aspects of your service and, as such, will respond to different headlines.
Before sitting down to write your next post, take some time to think about who you're trying to reach. Consider their needs, wants and pain points. What kind of language do they use? What would grab their attention? Once you have a good understanding of your target market, you'll be in a much better position to craft headlines that resonate.
- Make it benefit-driven
When users see your headline, they should instantly know what's in it for them. So, rather than simply listing features, focus on the benefits that those features provide.
For example, if you're promoting a property that has a large garden, don't just say "This house has a big garden". Instead, try something like "This house is perfect for families who love spending time outdoors".
- Keep it short and sweet
With social media posts, less is often more. Long headlines can be off-putting and may lead users to scroll right past. So, try to keep things brief – around six to eight words is usually a good length.
- Use strong language
When it comes to headlines, powerful words can be your friend. Words like "amazing", "unbelievable" and "incredible" can help pique people's interest and encourage them to learn more. Just be careful not to overdo it – if everything is "amazing", then nothing is.
- Evocative headlines
Another way to grab attention is by using headlines that evoke emotion. A good headline should make people feel something – whether that's excitement, fear, happiness or anything in between.
For example, a headline like "This stunning property could be yours" might evoke feelings of excitement, while "Don't miss your chance to own a piece of history" could tap into users' sense of nostalgia.
- Use numbers
People love lists and, let's face it, we're all a little bit nosy. So, if you can sum up your post in a numbered list, you're likely to see an increase in click-throughs.
When using this technique, make sure your headlines are clear and concise. And, as with everything else, don't forget to focus on the benefits.
- Be unique
In a world where we're bombarded with content, it can be hard to make your posts stand out from the crowd. But if you can find a way to be different, you're more likely to grab people's attention.
One way to be unique is to use puns or play on words. This can be a great way to add personality to your posts and make them more memorable. Just make sure that the pun actually makes sense in relation to the rest of your post!
- Use questions
Asking a question in your headline is a great way to encourage people to click through to find out the answer. And, if you can make the question relevant to your target audience, you're more likely to see a boost in engagement.
For example, if you're targeting first-time buyers, you could try a headline like "Not sure how to buy a property? We can help".
- Show your different
In a competitive market, it's important to show potential customers what makes you different. So, if you've got a unique selling point, make sure it's front and center in your headline.
For example, if you're an estate agent that specializes in environmentally friendly homes, you could try a headline like "Looking for an eco-friendly home? We can help".
- Use buzz/hot keywords
Keep an eye on trends and consider using buzzwords or hot keywords in your headlines. This can help you stay relevant and top-of-mind with potential customers.
Just be careful not to go overboard – a headline that's crammed full of keywords is likely to turn people off. And, as always, make sure the keyword actually makes sense in relation to the rest of your post.
- Call to action
Your headline can always include a call to action. This could be something like "click here to find out more" or "call us now to arrange a viewing".
Including a call to action in your headline can help encourage people to take the next step, whether that's visiting your website or giving you a call.
- Be honest
In an industry where there's a lot of competition, it's important to be honest. So, if you're making a claim in your headline, make sure it's something you can back up.
For example, if you're promising potential buyers the "best selection of properties in London", make sure you can deliver on that promise. Otherwise, you're likely to lose credibility – and potential customers.
- Get personal
People buy from people, so it's important to show your human side. One way to do this is by using personal pronouns in your headlines, such as "I", "me", "we" or "us".
This can help create a sense of connection and make your posts more relatable. Just make sure that the rest of your post lives up to the personal tone you've set with your headline.
- A/B test your headlines
If you're not sure which headline is going to perform best, why not try a few different options? A/B testing (also known as split testing) is a great way to compare the performance of two or more pieces of content.
To do this, simply create two versions of your post with different headlines and see which one gets more engagement. You can then use the winning headline for future posts.
By following these tips, you can write headlines that are more likely to grab people's attention, and encourage them to click through to your post, to get those important leads for your estate agency! So, what are you waiting for? Get writing!
