A/B testing is a powerful method used in marketing to compare two variations of an ad or web page. This is done to determine which version performs better. Understanding A/B testing in real estate can be a game-changer.
For starters, it will help you optimize your marketing materials and boost engagement. Plus, it will save you time and effort in the future, as you’ll know what type of designs yields the best results.
In this post, we’ll take a closer look at A/B testing in real estate marketing. We’ll also show you how to test different design elements using Jigglar templates. So, let’s dive right in!
What Is A/B Testing?
A/B testing (or split testing) is when you compare two versions of a design (like a flyer or social media graphic) to see which one performs better.
It entails presenting version A to one segment of your audience and version B to another, then measuring the response based on a chosen metric, like the click-through rate (CTR).
As a realtor, you can use A/B testing on different marketing materials, including:
- Property listing flyers
- Social media ads
- Email newsletters
- Landing pages
By analyzing the results, you can make data-driven decisions to refine your marketing strategies and attract more buyers and sellers.
Key Elements to A/B Test in Real Estate Marketing
You might be wondering: what elements in my marketing materials do I test? Here are the key design aspects you’d want to focus on.
1. Colors
Color psychology plays a crucial role in marketing. Different colors evoke different emotions, influencing how potential buyers and sellers perceive a brand or property listing.
Test warm colors (red, orange) against cool colors (blue, green) to see which grabs more attention. You can also try different background and text color combinations.
2. Layouts
The way information is presented impacts readability and engagement, so testing different layouts can help you identify the most effective structure.
For instance, you can experiment with a grid vs. single-column layout for property listings. It’s also a good idea to test the placement of key elements like images, call-to-action (CTA) buttons, and contact information.
3. Headlines and Copy
Headlines are often the first thing a viewer notices, so you’ll want to make sure they’re compelling.
You could test a direct headline like “Stunning 3-Bedroom Home in Downtown” versus a question-based headline like “Looking for Your Dream Home? Check This Out!”
When it comes to copy, try experimenting with different tones (e.g. formal versus conversational) to see what resonates with your audience.
4. Images and Visuals
It’s likely that you take many photos of your properties, and choosing which ones to include in your ads can be a headache.
With A/B testing, you can test different perspectives like exterior versus interior shots. For example, you might find that designs that have an exterior shot as the hero image are more effective at generating leads.
5. Call-to-Action (CTA) Buttons
Call-to-action buttons encourage viewers to take the desired action, whether that’s scheduling a showing, signing up for a newsletter, or requesting more information.
Test different wording like”Book a Tour” versus “Schedule a Visit.” You can also try different button colors to see which one gets more clicks.
How to Run an A/B Test Using Jigglar’s Customizable Templates
Jigglar provides a wealth of real estate marketing templates, including flyers, newsletters, market reports, and social media posts. These can be easily customized and tested.
Start by choosing a template you like. For example, you might A/B test the following Just Listed flyer:
Now, select a variable to test. In our example, we’ve chosen a more compelling headline than simply “Just Listed”:
Populate the rest of the template with the relevant property details. You’ll also want to upload your logo and photos, and change the color scheme to match your branding.
When you’re ready, download the template. Then, create a different version. Remember to keep all the elements the same except for the one being tested.
In our case, we’ll be trying a different headline:
After you’ve created your designs, you’ll need to split your audience into two equal groups and distribute each version accordingly.
If you’re testing a social media ad, you can run both versions simultaneously and analyze the engagement metrics. Social media platforms like Facebook and Instagram have their own analytics tools, making it easier to track key performance metrics like views and clicks.
Once you’ve determined which version performs better, you can apply those findings to future marketing materials to maximize effectiveness.
Best Practices for A/B Testing in Real Estate Marketing
To get the most out of A/B testing in real estate marketing, you’ll want to follow these best practices:
- Test one element at a time. Changing multiple variables at once makes it difficult to pinpoint what caused a difference in performance.
- Use a large enough sample size. Make sure that you have a significant number of viewers engaging with your materials to make the results reliable. If you’ve just created a social media account, you might want to wait until you’ve built a decent following.
- Run tests for a sufficient duration. Allow tests to run long enough to gather meaningful data. Ideally, you’d run them for at least a week.
A/B testing is an ongoing process. Therefore, you’ll want to continue experimenting with different elements to improve your marketing strategy.
Conclusion
A/B testing is an invaluable tool if you’re looking to improve engagement with potential clients. By experimenting with design elements like colors, layouts, headlines, and CTAs, you can determine what works best for your audience.
With Jigglar’s customizable templates, implementing A/B testing has never been easier. Simply select a design you like, then create two versions of it and share them on your chosen platform.
Are you ready to run your first A/B test? Sign up for a Jigglar account today!
