In 2024, the old rules of real estate advertising no longer apply: Stale ads, forced registration, and automated systems that push consumers through funnels without really addressing their needs. 

This approach isn’t just ineffective—it often leaves potential sellers feeling frustrated and disengaged. The market is more competitive than ever, and simply relying on traditional advertising methods puts you at risk of being outpaced by your competition.

As an agent, you’ve probably felt the shift—what used to work just doesn’t seem to resonate anymore. Today’s sellers are looking for more than just a transactional relationship; they want a positive, engaging experience that respects their needs and concerns. 

Advertising isn’t just about getting your name out there—it’s about creating a meaningful connection that makes sellers feel understood and valued. The pressure is on to find advertising strategies that not only attract attention but also build trust and convert leads into clients. 

This isn’t about throwing money at ads and hoping something sticks; to win in today's market, you've got to be strategic, thoughtful, and flexible with your advertising.

You've got to rely on proven seller-centric advertising campaigns.

Major real estate brands like Opendoor and Orchard spend millions of dollars every month on META and Google Ads to generate seller leads…

And we'll let you in on a secret: You can actually see all the ads they're running to generate high-intent seller leads right now through Google's Ad Transparency Center and Facebook Ad Library.

Today, we're going to show you 5 different advertising angles that these real estate giants are using to persuade sellers.

Let's dive in.

Strategy 1: Guaranteed Cash Offer Campaigns

One of the most effective ways to attract sellers is through cash offer campaigns. The idea of a quick, hassle-free sale is appealing, especially in a market where uncertainty can make sellers hesitant. But it’s important to frame cash offers as one option among many, allowing sellers to feel in control and informed about their decision.

Many agents shy away from cash offers because they associate them with predatory tactics, like those “We Buy Ugly Houses” ads. But cash offers don’t have to be aggressive. Instead, they can be presented as a legitimate option for sellers who need to move quickly or who are in specific situations where a traditional sale might not be ideal.

Take inspiration from companies like Opendoor and Sundae. Their ads focus on the benefits of a cash sale without the hard sell. For example, instead of pushing the idea that a cash offer is the best or only option, you might ask, “Is a cash offer right for your home?” This approach opens the door to a conversation rather than making the seller feel cornered. It’s about offering a solution, not just closing a deal.

What sets these campaigns apart is their focus on certainty. Take the ad copy “Know your home will sell” as an example. This phrase does more than just pitch a service; it reassures the seller that their home sale is a guaranteed outcome. In a time when the real estate market can feel unpredictable, offering this kind of certainty can be incredibly compelling. Sellers don’t just want to sell—they want to know their home will sell. By promising certainty, you’re addressing one of their biggest fears and making the decision process easier for them.

Strategy 2: Buy Before You Sell

One of the biggest fears sellers have is that they won’t find a new home in time after selling their current one. This fear often keeps them from moving forward, even when they’re ready to sell. Addressing this concern head-on can make all the difference.

Orchard, a company that’s made waves in the real estate industry, has perfected this approach. These ads reassure sellers that they can find a new home before they have to move out of their current one, reducing the fear of being left in limbo. This approach tackles a real concern and shows you’re the agent who gets it and knows how to fix it.

To adopt this strategy, think about the sellers you’ve helped in similar situations. Use those experiences in your advertising to show potential clients that you know how to navigate this challenge. By sharing real-life success stories, you’ll build trust and encourage more sellers to take the leap.

Strategy 3: Compare Your Options

Sellers want to feel in control of their decisions. One way to empower them is by offering a clear comparison of their options. This strategy isn’t about pushing a particular service; it’s about giving sellers the information they need to make the best choice for their situation.

Orchard and Opendoor excel in this area with ads that present multiple options—such as cash offers, traditional sales, or selling with updates—side by side. This allows the seller to see the pros and cons of each approach without feeling pressured.

You can do the same in your advertising. Create campaigns that compare the different paths a seller might take. For instance, you could outline the benefits of a cash offer versus a traditional sale or discuss the pros and cons of selling as-is versus making improvements first. The key is to provide clear, straightforward information that helps the seller weigh their options.

This strategy can be particularly effective when combined with personalized communication. Follow-up with leads by offering to discuss their options in more detail, either through a phone call or a meeting. The goal is to position yourself as a trusted advisor who helps sellers navigate their choices, rather than just another agent trying to close a deal.

Strategy 4: Home Value Ads

Home value ads remain a staple in real estate advertising, but to be effective in 2024, they need a fresh approach. It’s not enough to simply ask, “What’s your home worth?”—you need to make your ads stand out by incorporating elements that build trust and credibility.

One way to do this is by incorporating social proof into your campaigns. For example, instead of simply asking, “What’s your home worth?” consider highlighting how many home valuations you’ve provided in your market. This not only demonstrates your expertise but also reassures potential sellers that they’re in good hands.

Another approach is to make the process of getting a home valuation as seamless as possible. Orchard’s ads, for instance, use a simple search box that mimics the look and feel of their landing page. This creates a cohesive experience for the user, making it more likely they’ll follow through with the request.

When designing your ads, focus on making them visually appealing and easy to interact with. A simple, cohesive design that leads to a user-friendly landing page can make a big difference in your conversion rates. And if you want to add an extra push, consider including a limited-time offer or deadline to create a sense of urgency. The goal is to capture the seller’s interest and prompt them to take the next step.

Strategy 5: Specific Seller Needs

Every seller’s situation is different, and your advertising should reflect that. One-size-fits-all messages don’t work for everyone. Instead, tailor your ads to address specific seller needs and scenarios.

Opendoor is a master of this approach. Their ads target sellers going through life changes—such as getting married, downsizing, or moving for a new job. By addressing these specific situations, they make their ads feel more personal and relevant.

To apply this strategy, start by thinking about the different types of sellers you work with. Then, create ads that speak directly to their unique circumstances. For example, you might run a campaign targeting sellers who are relocating for work, highlighting how you can help them sell quickly and efficiently. Or you could focus on empty nesters who are downsizing, offering guidance on how to maximize their home’s value in today’s market.

A simple yet powerful framework to follow when crafting your ad copy is the “Can I? Should I? How do I?” approach. These three questions are designed to align your messaging with the specific concerns and decision-making processes of potential sellers.

Here’s how to use it:

👉“Can I?” addresses the feasibility of a seller’s situation. For instance, your ad might explore questions like, “Can I sell my home if I haven’t found a new one yet?” or “Can I sell my home if I still have a mortgage?” This question helps remove doubts and opens the door for sellers who may be uncertain about whether selling is a viable option for them.

👉“Should I?” focuses on the advisability of selling. This question taps into the seller’s hesitations and encourages them to weigh the pros and cons. For example, “Should I sell my home now or wait for the market to improve?” or “Should I list my home as-is or make upgrades first?” By addressing these considerations, you position yourself as a trusted advisor who can guide sellers through complex decisions.

👉“How do I?” provides practical steps for moving forward. This is where you offer actionable advice, such as “How do I prepare my home for sale?” or “How do I choose the right listing price?” These questions not only educate the seller but also demonstrate your expertise, making you the go-to resource for their real estate needs.

By structuring your ad copy around these questions, you ensure that your messaging is relevant, targeted, and helpful, ultimately leading to deeper engagement with potential sellers.

Bottom Line

The real estate landscape in 2024 demands a new approach to advertising—one that goes beyond the outdated, programmatic methods that have dominated the industry for too long.

We need to adopt a new mental model, one that prioritizes the seller’s experience at every step of the journey. This means moving away from tactics that simply aim to capture leads and instead focusing on strategies that build trust, offer real value, and address the unique challenges sellers face today.

By focusing on what really matters to sellers—whether it’s the flexibility of a cash offer, the security of buying before selling, or the reassurance of comparing options—you can create campaigns that truly connect.

With the strategies outlined here, you’ll prove that you're not just another agent—but a trusted advisor who understands the unique challenges that they're facing, and can help them achieve their goals.