📄 Episode Description:

In this back-to-basics episode of the Project Profile Podcast, host Mark Allen explores the powerful impact of split testing in property marketing. Whether you're refining landing pages, crafting ad copy, or deciding which images to use in your campaigns, split testing is one of the most effective tools to improve results and reduce wasted ad spend.

You'll learn:

• What split testing (A/B testing) actually is
• The key elements to test: headlines, images, CTAs, form fields, copy
• How to structure your tests with clear hypotheses
• Why you should only test one variable at a time
• How Meta’s algorithmic targeting is changing the game

Perfect for property marketers looking to generate more leads, optimize their campaigns, and align their messaging with what buyers actually respond to.

👉 Subscribe now and level up your property marketing results with smarter testing.

🗂️ Episode Breakdown:

00:00 – 01:15
🎙 Welcome & Introduction
Mark opens the episode and sets the tone for a tactical solo session focused on marketing fundamentals.

01:15 – 03:00
📌 Why Split Testing Matters
Discover why testing is crucial to understanding buyer psychology and increasing conversion rates.

03:00 – 06:30
🧪 Split Testing 101
Simple explanation of what split testing is and how it helps optimize performance.

06:30 – 10:00
🖥 Landing Pages: Headlines First
Learn how to test landing page headlines and apply the “10 conversions or 10 days” rule for valid results.

10:00 – 13:30
🖼 Hero Images, Forms & CTA Buttons
Test hero images (lifestyle vs. property), limit form fields, and try new call-to-action (CTA) button text and colors.

13:30 – 16:00
📢 Ad Creative: What to Test First
Mark’s go-to framework: House vs. Facilities vs. Lifestyle imagery, and how to double down once you see what works.

16:00 – 18:30
📝 Ad Copy & Headlines
High-performing copy types to test: emotional, value-driven, short, long—and why the headline often matters most.

18:30 – 20:00
🎯 Audience & Targeting Testing
Who are you targeting? Mark explains the importance of audience breakdowns—even as Meta shifts toward algorithmic targeting.

20:00 – 21:00
📊 Final Thoughts & Recap
Simple steps to start testing effectively, scale what works, and ditch what doesn’t.

🎧 If you're a property marketer looking to work smarter, not harder—this episode is for you.