First-Time Home Buyer Video Ad for Real Estate of America

The client

Real Estate of America is a real estate brokerage with its office on Walbert Avenue in Allentown. Like most brokerages, its agents compete for attention with every other agent in the feed, and first-time buyers are some of the most valuable, and most nervous, people they can reach.

What we made

We filmed agent Bobby Howell in the Real Estate of America office, speaking straight to camera to a buyer who has never done this before. The ad mixes his on-camera pitch with cutaways of paperwork and the office, adds bold captions on the key words, and ends with his phone number and an on-screen contact card so viewers know exactly how to reach him.

Why it works

First-time buyers are anxious about the unknowns. A friendly agent explaining the next step in plain language builds trust before the first call, and the hook, "Buying your first home? Watch this before you buy," speaks to exactly that viewer in the first second. Captions mean it works with the sound off, which is how most people scroll.