It’s a question we hear every summer: “Should I turn off my real estate ads in July?” For many realtors, this month feels like a slowdown, but that doesn’t mean you should disappear. In fact, savvy agents use this mid-summer window to fine-tune their paid campaigns and capture attention while competition dips. Let’s break down how to make the call—and how to make your marketing dollars work harder if you stay in the game.
Evaluate Market Momentum, Not Myths
Yes, July can bring a lull in some markets, but blanket assumptions don’t drive smart strategy. Check your local showing traffic, MLS data, and buyer engagement. If there’s still movement in your area, your ads should stay live. The key is adjusting the message: shift from urgency (“act fast!”) to guidance (“here’s how to navigate the summer market”).
Rework Your Creative for Summer Behavior
People still scroll, even on vacation. But attention spans shift. If you're pushing ads with long-form copy or winter-style messaging, they're getting skipped. Refresh your ads with summer visuals, quick tips, and mobile-first formats (like vertical videos). Showcase the lifestyle buyers want—like backyard entertaining or proximity to weekend getaways.
Tighten Targeting and Track Results
If you’re going to keep ads running, they need to be precise. Use geo-targeting to focus on specific neighborhoods or feeder cities. Retarget visitors who’ve viewed your listings but didn’t convert. And make sure every ad is tied to a trackable call-to-action (like scheduling a showing or downloading a local market guide).
So… Should You Pause or Push?
If your market is completely cold, taking a brief pause may make sense. But in most cases, the better move is to push—but smarter. With tighter targeting, summer-friendly creatives, and an eye on ROI, July can be a month where you gain ground while others go quiet.
Need help refining your ads this summer? Ollin One makes it easy. From campaign setup to content that converts, our team helps realtors like you stay visible year-round—with less stress and more results.
