Rank 2 · Seller acquisition · Revision 4
A campaign for LA homeowners deciding what to do after a listing did not sell.
Finish the audience-use check, current LA market research, account inspection, approved claims, landing page, and production plan.
This allows more research, copy development and page design. It does not approve an audience upload, filming, publishing, ad spend or launch.
Medium. Strong audience logic; weak launch evidence and readiness.
$560-$1,120 media
Only after the four launch gates close. Google captures intent; Meta tests message and trust.
Owners who already listed, reduced, withdrew or expired have shown more selling intent than a broad homeowner audience. The offer is a private second opinion before they relist.
Expired, withdrawn, stale, reduced or relisted. Broad homeowners are out. Agents, lenders, sensitive records and inappropriate represented-seller outreach are suppressed or held out.
Matthew reviews the previous price, photos, buyer response, timing and competing homes, then explains what he would keep and what he would change.
Google Search captures declared intent. Meta Feed/Reels tests the problem frame and Matthew’s trust. YouTube remains a reuse placement, not a separate paid test yet.
The result did not match the effort, time or public exposure of the first listing.
A clear explanation of what happened and a safer next move.
Agent distrust, embarrassment, decision fatigue and fear of repeating the same launch.
“The house failed.” The more useful question may be whether price, presentation or launch conditions gave buyers reasons to wait.
Turns a relaunch into a diagnosis instead of another generic listing pitch.
Connects buyer behavior with pricing logic and market feedback.
Price, Presentation and Popularity create a simple audit structure, subject to public-use approval.
Rate lock-in and selective buyer behavior make broad seller persuasion inefficient. This is a working strategic hypothesis, not a verified launch claim. It still needs dated LA micro-market evidence and current listing-status data before the campaign can be scored as ready.
The video builds trust. The carousel makes the questions easy to scan. Google Search reaches homeowners already looking for help. The MHE work below is a test concept, not a performance claim.
Companion assets: four-card carousel, 4:5 feed crop, 9:16 Reel/Short and responsive Search ad.
Before you relist, get a private second opinion.Request My Listing ReviewThis is the clearest route because it answers the owner's immediate question and offers useful help before asking for a listing appointment.
Give the owner an explanation before asking for a commitment.
Copy must not imply we know the viewer’s individual listing status.
Founder video, feed edit, vertical edit and carousel support.
Clicks to a page that explains what Matthew will review, completes a short request, and receives a human response. The page does not jump straight to “book a listing appointment.”
Search high-performing action ads across every category for “before you try again,” diagnostic questions, hidden causes and mistake-prevention mechanisms.
Find verified assessment, second-opinion and consultation ads that convert uncertainty into a small expert-review request.
Zoopla tied ten-second videos and static assets to home valuation and reported a 14% lift in valuation searches and 28% more leads.
Observed: active since 7 April 2026; two ads use the creative and text; 1:38 founder video.
Founder face, immediate relevance, on-screen questions, low-pressure education.
Change35-40 seconds, sharper hierarchy, concrete buyer behavior, Private Listing Review.
Observed: a verified advertiser states the job immediately and gives the homeowner a simple comparison and choice.
Plain headline, concrete utility, control in the homeowner's hands.
ChangeCompare what worked and failed in the first listing, then explain what Matthew would change.
Ten-second video cut-downs and static assets connected moving stories to one action: value the home. Google reports the campaign's measured seller-intent and lead lift.
One action repeated across formats; short video; static support; measure a real seller-intent event.
LimitDifferent brand, market, data scale and offer. It does not forecast MHE performance.
| Route | Best use | Advantage | Risk | Decision |
|---|---|---|---|---|
| Before you relist | Lead message | Answers the owner's immediate question | Needs a genuinely useful review page | Recommended |
| It may not be the home | Support hook | Reassures the owner | Can sound like a slogan without evidence | Support |
| Three buyer questions | Carousel / page | Easy to scan and remember | Must connect to real buyer behavior | Support |
seller / owner records
This is the wider Lofty staging pool, not a verified expired-listing audience. The expired-specific usable count remains unknown.
A public, MLS or vendor-derived signal can inform strategy without automatically qualifying for Customer Match or a Meta customer-list upload. Provenance, permissions, lawful basis and platform terms are a hard gate.
| Claim | Class | Current support | Freshness | Use |
|---|---|---|---|---|
| Listing friction signals indicate more motion than generic ownership | Strategic hypothesis | Lofty segmentation and campaign doctrine; no dated external dataset attached | Needs refresh | Internal strategy only |
| A private diagnosis may outperform another agent pitch | Inference | Audience psychology and MHE positioning | Not tested | Creative hypothesis |
| MHE methods fit a relaunch audit | Known internally | Precision Listing Protocol, Valuation Blueprint and 3P framework | Current | Public use pending proof review |
| The ad can reach an expired-specific uploaded audience | Unknown | None yet | Open gate | Do not activate |
Rights, permissions and compliance obligations for customer-list data.
Rules governing first-party and third-party data in personalized advertising.
Housing is a restricted personalized-ad category in the United States and Canada.
14 days · media only
Enough for a lean signal test, not enough to declare a durable multi-channel winner. Production and landing-page costs are still unpriced.
| Channel | Daily | 14 days | Job |
|---|---|---|---|
| Google Search | $25-$50 | $350-$700 | Capture declared relaunch and “home did not sell” intent. |
| Meta Feed/Reels | $15-$30 | $210-$420 | Test problem framing and founder trust. |
| YouTube | $0 | $0 | Reuse organic/eligible video first; no separate paid test yet. |
Not cheap form fills. A qualified conversation has a real property, a genuine listing/relaunch context, LA market fit, and willingness to discuss timing or the first launch.
There is no account benchmark, impression estimate, keyword forecast or landing conversion history attached. The first test is designed to produce those baselines.
Immediate confirmation, short intake, then Matthew or Meg responds. Exact response SLA and ownership still need approval.
One paragraph, one short Matthew video, no giant booking ask.
Five short prompts that make the review tangible.
Short form, privacy language, confirmation and response expectation.
Allows current LA research, audience-use checks, claims review, copy, storyboard and landing-page design. Excludes audience upload, filming, publishing, spend and launch.
The homeowner receives a plain second opinion on the previous price, photos, buyer response, timing and competing homes before deciding whether to relist.
Athena will return with exact production cost, search forecast, audience size, budget options, success floor, stop rule and final sign-off packet.
Grouped by Athena, Matthew and Meg. External actions remain off.
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