What a project creative has to do in two seconds
On a Meta feed a real estate creative gets under two seconds before the thumb moves. In that time it has to say where, what and how much: the location anchor, the configuration and the starting price. Everything else — the render, the amenity list, the tagline — is there to stop the thumb, not to inform.
Statics that work
- One render, one message. A collage of six amenities reads as noise at phone size.
- Price and configuration as the largest text after the project name.
- A real reason to act: a launch date, inventory count, or an offer with an end date.
- RERA number and authority website in the footer, legible, on every size.
- The same layout system across 1:1, 4:5 and 9:16 so the campaign looks like one campaign.
Reels and short video
Fifteen to thirty seconds, vertical, captioned because most feeds play muted. Open on the strongest render or drone shot, state the location and price in text within three seconds, show three USPs as quick cuts, close with the WhatsApp CTA and the RERA line. Walkthrough footage and drone clips cut better than rendered flythroughs.
Print and outdoor
Hoardings are read from a moving car: project name, location, configuration, price, a phone number and a QR code to a WhatsApp chat. Anything smaller than a tenth of the viewing distance is decoration.
What to put in the brief
The offer or message you want to lead with, the sizes you will actually run, a link to renders and the logo, and the brand rules your marketing head will check against. The ad copy request pairs with this one if you also need the text that goes with the creatives.