In this solo commentary, Eric Deeran argues that the length of an advertisement directly influences the quality of inbound phone leads. He contends that longer, more detailed ad creatives attract higher‑quality callers who are more likely to attend scheduled showings and convert, whereas cheap, static image ads generate low‑cost leads that typically have poor show and close rates because the ad asset itself lacks substance and fails to pre‑qualify prospects.
And we've seen that the length of the ad actually improves the quality of the call coming through on the other side, because you don't want the cheapest calls possible. So many people want the cheapest calls, but then when they get to their show rate and their close rate, they're absolute garbage because those calls were never going to show up and close in the first place because the actual asset, the ad that brought that person in, wasn't quality. It was just an image ad or some sort of static ad.
