Branded Platform Playbook

The 10 ad campaigns every agent should be running

A shareable playbook for the agents you run ads for. Real creative, sample copy, and targeting notes for each campaign. Every one of these launches in minutes from your branded platform.

Special Ad Category compliant by default Buyer and seller lead campaigns
The Agent Ad Playbook cover showing real Facebook and Instagram ad creative examples

How to use this playbook

Share this page with your agents. Each campaign below shows the real ad creative, the copy angle, and who it targets. When an agent picks one, you launch it for them from your branded platform in minutes. Start new agents with campaign 1 or 3, then layer in the seller campaigns once buyer leads are flowing.

Real Facebook ad creative for a homes under $600,000 list campaign
1Buyer leads

The Homes Under Price List Ad

See all the homes for sale priced under $600,000 in Denver

Sample copy

Curious what your budget buys right now? We put together a full list of every home for sale under $600,000 in the Denver area, updated weekly. Get the list sent straight to your inbox.

Why it works

Price anchored list ads are the highest volume buyer lead format we run. The price point does the filtering for you, and the promise of a full list gives buyers a reason to trade their email.

Targeting notes

Market Area targeting around your city. Swap the price point and city name to match your market.

Real Facebook ad creative for a city market report campaign
2Buyer and seller leads

The Market Report Ad

What did homes in [City] actually sell for last month?

Sample copy

The September market report for [City] is ready. See average sale price, days on market, and what sellers are really getting in your neighborhood. Free instant download.

Why it works

Market report ads attract both sides of the table. Sellers want to know what their home is worth, and buyers want to know if it is a good time to buy. One ad, two lead types.

Targeting notes

Run it to your full market area. Retarget website visitors with the same report for a second touch.

Real Facebook ad creative for a just listed home with a pool
3Buyer leads

The Just Listed Ad

Just Listed: [Address] in [Neighborhood]

Sample copy

New to the market. 4 bed, 3 bath, updated kitchen, and a backyard built for weekends. Get the full photo gallery, price, and a private showing time before the open house.

Why it works

Listing focused ads convert because they are specific. One property, one clear next step. Lead with the strongest photo and the two or three features buyers care about most.

Targeting notes

Market Area targeting within 15 to 25 miles of the listing. Launch within 24 hours of going live.

Real Facebook ad creative promoting an open house
4Buyer leads

The Open House Ad

Open House this Saturday, 1 to 4 PM

Sample copy

You are invited to tour [Address] this weekend. Fully updated, move in ready, and priced to sell. Can not make it? Request a private showing time that works for you.

Why it works

Open house ads create a deadline, and deadlines drive action. Always include the can not make it option so interested buyers who are busy that day still raise their hand.

Targeting notes

Launch 3 to 5 days before the event. Market Area targeting around the listing address.

Real Facebook ad creative for a cash home offer campaign
5Seller leads

The Cash Offer Ad

Get a cash offer on your home in 24 hours

Sample copy

Skip the showings, the repairs, and the waiting. Tell us about your home and get a fair cash offer within 24 hours. No obligation, no pressure.

Why it works

Cash offer ads reach sellers who value speed and certainty over top dollar. They are one of the most direct seller lead formats you can run.

Targeting notes

Market Area targeting across your full metro. Strong for agents with investor or iBuyer relationships.

Real Facebook ad creative for a curated homes list campaign
6Seller leads

The Downsizing List Ad

See all the homes that are perfect to downsize into

Sample copy

Thinking about selling the big house? We built a list of the best low maintenance homes, patio homes, and townhomes in [City]. See what your next chapter could look like.

Why it works

This is one of the best seller lead generation ads you can run. Everyone who requests the downsize list has a home to sell first. You get the listing and the purchase.

Targeting notes

Market Area targeting, ages 55 plus where Special Ad Category allows. Emphasize low maintenance and single level living.

Real Facebook ad creative for a home value report campaign
7Seller leads

The Home Value Ad

What is your home worth in today's market?

Sample copy

Home values in [City] have moved. Find out what your home could sell for right now with a free, no obligation home value report. Takes less than 60 seconds.

Why it works

The home value ad is the classic seller magnet. It answers the one question every homeowner asks and starts the listing conversation months before they are ready to sell.

Targeting notes

Run it always on to your farm area. Every response goes into your nurture drip for long term follow up.

Real Facebook ad creative announcing a just sold home
8Seller leads

The Just Sold Ad

Just Sold in [Neighborhood] for $[Price]

Sample copy

Another home sold in [Neighborhood], and we had multiple offers. Thinking about selling? See what your home could be worth in this market.

Why it works

Just sold ads are proof. Neighbors see a result on their street and immediately wonder what their own home would sell for. It positions the agent as the one getting it done locally.

Targeting notes

Tight Market Area targeting around the sold address, 1 to 3 miles. This is a neighborhood play.

Real Facebook ad creative for a price reduced listing
9Buyer leads

The Price Reduced Ad

Price Reduced: [Address] just dropped $25,000

Sample copy

New price, new opportunity. This [City] home just became the best value in the neighborhood. See the updated price, full photos, and book a showing before the weekend.

Why it works

Price reductions re-engage buyers who scrolled past the first time. Retarget people who saw the original listing ad and the response rate climbs.

Targeting notes

Retarget your web traffic and the original listing ad audience first, then open it to the full market area.

Real Facebook ad creative for brand new townhomes
10Buyer leads

The New Construction Ad

Brand new townhomes now selling in [City]

Sample copy

Never lived in, builder warranties, and move in ready options available now. Get the full list of new construction homes and townhomes in [City], plus current builder incentives.

Why it works

New construction ads attract serious buyers who are early in their search and not yet tied to an agent. Builder incentives give you a strong reason for them to act now.

Targeting notes

Market Area targeting around new communities. Strong pairing with first time buyer and move up buyer lists.

Ready to launch one of these for your agents?

Pick a campaign, swap in your agent's listing or city, and launch. Compliance, targeting, and lead routing are handled by the platform.

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