I’m running a 90-day seller push and noticed our voice still skews buyer-first; after changing the hero line to “unlock your home’s equity strategy” across Reels, a Nextdoor geo-ad, and a 5,000-home EDDM, CTR jumped 38% but the inquiries are still mostly buyers. What specific messaging or creative angles have flipped your lead mix toward listings without tanking engagement?
On the Nextdoor geo-ad, switch to “Instant net sheet” CTA; it flipped our mix. EDDM QR to valuation?
Given it’s a 90-day push, I’d swap “unlock your home’s equity strategy” to “48‑hour Sell‑Ready Audit + vendor pricing” and lead with a seller case‑study thumbnail (before/after + net). Add an ownership gate on the form (“Do you currently own?”) and make the EDDM QR go to a “What to fix vs skip in [ZIP]” report; buyers rarely click that. This flipped our mix about 70/30 toward listings while keeping CTR within 5%.