Hearthfire Capital · Paid-Acquisition Teardown

IWhat’s running now

Strong numbers, but the look holds them back.

You have five ads running right now. The numbers in them are real and good. The look is where there is room to do better. Here is how we read each one.

Brand · South Florida

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What’s working. Leading with the $200M and the family story works. It shows investors you have done this for a long time.

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What we’d change. The look is the problem. The big red letters and the alarm emojis make it feel like a cheap trading ad. The serious investors you want will scroll right past it.

Deal · Malden, MA

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What’s working. Good, specific deal, and you put the return right up front. Most firms are too scared to do that.

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What we’d change. Your best number is too far down. Most people stop reading before they reach it. The image also has so much text that nothing stands out. Put one big number at the top.

Founders · Philadelphia

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What’s working. Starting with Sergio and Corinn is good. You two are the most convincing part of Hearthfire, so put yourselves first.

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What we’d change. But the Federal Reserve background is missing from the image. That is the part that makes people stop, and right now it only shows up in the text that most people skip.

Cash flow · Income Fund

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What’s working. A different angle from the rest, and a good one. A short hold with a 10% preferred return is what income investors want.

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What we’d change. But none of that is on the image. The video opens with your brand instead of the offer, so the best reason to stop scrolling shows up too late.

The pattern across all 15 ads

Your numbers do not match. One ad says $200M, another says $180M. One says 24 properties, another says 20+. The careful investors you want will notice.
Every ad asks for a click. None of them just build trust first, and that is what makes the rest work better.
Nothing ties them together. Side by side they look like four different companies, so people never start to recognise you.

IIWhat we built

Four ads, each leading with a number you already use.

In your real colours, shot like real photos instead of stock graphics. Each one leads with the headline so it reads before Meta cuts it off, and each is built to run next to the ads you have now.

Recession-resilient

Your best line, on a real building instead of a stock graphic.

Ex-Federal Reserve

Puts you and the Fed background right on the image.

90% reinvestment

One number, full frame. Proof no one else can copy.

Accredited access

The simple way in, clean enough to match a $200M firm.

What you’re running now, and what we built to outperform it.

The pattern across all 15 ads