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The 7-Second Test: Can Your Ad Make a Buyer Stop Scrolling?

  • Writer: Jeric Turga
    Jeric Turga
  • Jul 7
  • 2 min read

You’ve launched the campaign.  The budget’s approved.  The ads are live across Meta, Google, and maybe even LinkedIn.

But the engagement?  Not great.

The brutal reality? Most property ads are ignored within seven seconds.  If your creative doesn’t stop the scroll, it’s game over no enquiry, no click, no sale.


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Buyers Don’t Browse They Skim

Your buyer isn’t sitting there patiently reading every caption.  They’re on the train. Or in line at the café. Or watching Netflix with one eye on their phone.

That means your ad needs to deliver:

  • A clear visual hook

  • A headline that earns a second look

  • A message that speaks directly to them

And you’ve got about seven seconds to do it.



Why Most Property Ads Get Ignored

1. They All Look the Same  One hero render, a stock tagline, and a call-to-action that says… “Now Selling.” Buyers have seen it. They’ve ignored it.

2. They Don’t Say Anything Meaningful  “Luxury lifestyle” is not a hook. “Brand new apartments in a thriving precinct” doesn’t make anyone click.

3. The Targeting is Broad  If your ad’s trying to speak to everyone investors, first-home buyers, downsizers it ends up connecting with no one.

4. It Doesn’t Pass the Thumb-Stopping Test  Would you stop and click on your own ad? Or would you scroll right past?



How to Win the Scroll Battle

1. Lead With a Hook, Not a Hero Shot  Use a headline or overlay that grabs attention fast. Example: “Only 3 Left in Stage 1   Are You On the List?” “5.1% Rental Yield | Investor Packs Now Available”

2. Choose the Right Visual for the Right Buyer  Owner-occupiers want lifestyle. Investors want numbers. Downsizers want simplicity and privacy. Use visuals that reflect their priorities, not just your design aesthetic.

3. Match the Message to the Funnel Stage

  • First-time impression? Build intrigue.

  • Retargeting ad? Deliver value.

  • Warm lead? Create urgency.

Every touchpoint should feel intentional not like a copy-paste.

4. Don’t Rely on One Format  Mix up your creative:

  • Carousels with project highlights

  • Video snippets showing location or progress

  • Static images with price points and incentives The algorithm favours variety and so does your buyer’s brain.



In a market flooded with ads, the ones that win don’t just look good.  They communicate fast, connect emotionally, and push the buyer to act.

So next time you run an ad, ask yourself:

Would you stop scrolling for it?

If not neither will your buyer.



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