How a real estate agency carries out their marketing tactics in Australia has changed permanently.  Gone are the days of simply dropping flyers, and posting big advertisements in the local newspaper.  It is a new landscape with many opportunities, both traditional and digital.

But how do you know which tactics are working?  Which marketing activities are giving you the best return-on-investment?  Well, the only way to find out is to test them…

What is Split-Testing?

Simply, split-testing (also known as AB Testing) is the process by where you decide which marketing tactic you will try, and then you choose two different ways to drive this tactic to the result you want.

Then, if one way gives you the better result, you keep that way as the ‘constant’ to try other tactics against.

What can I Split-Test?

Split-testing is most commonly used in online advertising – on your agency website, in your Google or Facebook AdWords, in your email newsletters.  However, you can also split-test other marketing tools like messaging on business cards, and letter-box drop flyers.

You can also split-test targeting.  You can create a headline and call-to-action and split-test whether you get a better response from women or from men.  Or you could see if you get a better result from people aged 25 – 35 or 36 – 45.

How do I make the most of Split-testing?

To make split-testing successful, you need to carefully set up, track and measure all of your tactics.  This can be done in a piece of software, such as your CRM or a marketing tool, or in something as simple as an Excel spreadsheet.

Are there downsides to Split-testing?

The main downside that you need to be aware of, is that it does take additional resources – mainly staff – to execute the split-testing.  If you have a copywriter, they will be doing double the work, as they will be writing 2 pieces of copy instead of one.  There is also the time for the additional tracking and analysing the results that needs to be done.

But you will find that the downsides are far outweighed by the upsides.

An Example

You want to drive leads from homeowners in your area.  You decide to run a Facebook Ad Campaign.  You set up one ad and you set it to show to 25-35 year olds in one set, and then 36-45 year olds in another set:

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You might see that you are getting a better response from the 36-45 year olds, so you decide to amend the ad showing to the younger age group:

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As you try different copy, and keep an eye on the results, you will get a feel for which copy drives more leads and better customers.

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