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No more 3 br, 2 ba, fm rm and eik, please!

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As I find my myself in classrooms all over the country, one of the number one messages that I preach is: “Know who your buyer is and give them what they want.” And they want:

  • Good photos
  • Better property descriptions
  • Some video

According to NAR and the Profile of Home Buyers and Sellers (which you can get for FREE, by the way) says 84% of buyers want detailed information about the property for sale.

Still, much of the ad copy on internet ads is not consumer centric, or not giving the consumer what they really want.

What’s the core strategy of real estate advertising?
Above all else, to attract better buyers, and:

  • To get those better buyers to call you.
  • Grab the reader’s attention.
  • Advertising alone will rarely sell the listing.
  • Your ads must be honest.
  • Sell to the emotions of the buyer.

So what makes a great house ad?
First and foremost, remember the goal: to attract better buyers and NOT to document every little detail.

Before you start writing, identify some facts:

  • Core features (BR/BA)
  • Location (close to the mall)
  • Price and financing
  • Special features (pool, stocked pond)
  • Uncommon features (double ovens)

Then, convert those facts into BENEFITS to the buyer . . .    Stressing a specific BENEFIT is THE MOST IMPORTANT thing. For example: 12 acres of raw land: horses, ATVs, privacy

Think benefit to the buyer. A fenced backyard is simple fact, but it’s great for . . . being a safe playground for the kids and giving Rover a place to run.

Be creative, avoid over-used words

Cozy, immaculate have been beat to death. Many of us are not good writers, and please DO NOT copy other ads. use Microsoft word because it has synonyms and a Thesaurus. If you still need help visit www.m-w.com for lots more synonyms to avoid overused words. Here I show you how easy it is to use Microsoft Word by simply right clicking on the word and getting synonyms and a Thesaurus.

So, how can you separate your listings from the crowd.

  • It’s not a small kitchen, it’s a step-saver kitchen.
  • It’s not a deep yard, it is where the next neighborhood soccer game happens.Take the time, sit down with the beverage of your choice and think . . . what makes living here special? Ask the seller that question and you will get great ideas. Therefore, a great house ad will stress specific, real-world benefits to the buyer.

Mention important things, not boring or outdated details . . .

  • A single important feature may be enough (waterfront).
  • Ceiling fans are so common, not worth mentioning.
  • Vinyl floors in the kitchen won’t sell the home.

Some of us have a problem with what I call generic homes with no special features. Every home is loved by someone, so again, ask the seller what made living there special.

(1) Stress the benefits of the location (close to the mall?).
(2) Stress the benefits of the price and financing.
(3) Remember that almost every home is a perfect fit for somebody.
(4) Identify those people specifically, and write for them.

To bring it all together:

  1. Stress benefits to potential home buyers
  2. Be creative
  3. If you’re not creative or don’t have time to write, get help. Use the wonderful website www.writemyads.com for inspiration and ad organization. Or pull all those dusty ad writing books down off the shelves.

Amy is a national technology speaker who can inspire, train and help people implement technology strategies into their business. To find out about her training, coaching or webinars visit her website at www.amychorew.com

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8 Comments

8 Comments

  1. Barry Bevis

    March 28, 2009 at 8:36 pm

    I like your checklist… It is helpful.

    And the reminder that someone will love that house- even the generic ones. Those are the hard ones to me… Basic, inexpensive, housing with nothing unique.

  2. Brad Officer

    April 7, 2009 at 12:43 pm

    Amy, great post. MatthewFerrara.com shares your same views on writing for the Buyer and avoiding the over used realtor speak of “3BR/2BA” that will never sell a home in this market.

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Business Marketing

Snapchat’s study reveals our growing reliance on video

(BUSINESS MARKETING) Snapchat released a report that shows some useful insights for future video content creation.

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Snapchat's video

Snapchat is taking a break from restoring people’s streaks to publish a report on mobile video access; according to Social Media Today, the report holds potentially vital information about how customers use their mobile devices to view content.

And–surprise, surprise–it turns out we’re using our phones to consume a lot more media than we did six years ago.

The obvious takeaways from this study are listed all over the place, and not even necessarily courtesy of Snapchat. People are using their phones substantially more often than they have in the past five years, and with everyone staying home, it’s reasonable to expect more engagement and more overall screen time.

However, there are a couple of insights that stand out from Snapchat’s study.

Firstly, the “Stories” feature that you see just about everywhere now is considered one of the most popular–and, thus, most lucrative–forms of video content. 82 percent of Snapchat users in the study said that they watched at least one Snapchat Story every day, with the majority of stories being under ten minutes.

This is a stark contrast to the 52 percent of those polled who said they watched a TV show each day and the 49 percent who said they consumed some “premium” style of short-form video (e.g., YouTube). You’ll notice that this flies in the face of some schools of thought regarding content creation on larger platforms like YouTube or Instagram.

Equally as important is Snapchat’s “personal” factor, which is the intimate, one-on-one-ish atmosphere cultivated by Snapchat features. Per Snapchat’s report, this is the prime component in helping an engaging video achieve the other two pillars of success: making it relatable and worthy of sharing.

Those three pillars–being personal, relatable, and share-worthy–are the components of any successful “short-form” video, Snapchat says.

Snapchat also reported that of the users polled, the majority claimed Snapchat made them feel more connected to their fellow users than comparable social media sites (e.g., Instagram or Facebook). Perhaps unsurprisingly, the next-closest social media platform vis-a-vis interpersonal connection was TikTok–something for which you can probably see the nexus to Snapchat.

We know phone use is increasing, and we know that distanced forms of social expression were popular even before a pandemic floored the world; however, this report demonstrates a paradigm shift in content creation that you’d have to be nuts not to check out for yourself.

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Business Marketing

Technology is helping small businesses adapt and stay afloat

(BUSINESS MARKETING) Small businesses need to utilize digital platforms to adapt their businesses during COVID-19, or else they may be left behind.

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small businesses new tech

While many may not have imagined our present day back in March, and to what extreme we would be doing things “remotely” and via “hands-free contact”, we have to give some credit to small business owners who remain flexible and have pivoted to stay afloat. They deserve major credit on adaptations they have made (and possibly investments) in new technology (ordering online, online payments) especially at a time when their in-person revenues have taken a hit.

There are various marketing buzz words being used lately to say “let’s keep our distance”, including: curbside, to-go, hands-free, no contact, delivery only, order via app, social distancing and #wearamask.

The thing is, if you really think about it, small businesses are always in evolution mode – they have to pay attention to consumer consumption and behaviors that can shift quickly in order to stay relevant and utilize their marketing and advertising budgets wisely. They heavily rely on positive customer reviews and word of mouth recommendations because they may not have the budget for large scale efforts.

For example, we use Lyft or Uber vs calling an individual cab owner; we order on Amazon vs shopping at a local mom-and-pop shop; we download and make playlists of music vs going to a record or music store. Small business owners are constantly fighting to keep up with the big guys and have to take into account how their product/service has relevance, and if it’s easy for people to attain. In current times, they’ve had to place major efforts into contactless experiences that often require utilizing a digital platform.

If stores or restaurants didn’t already have an online ordering platform, they had to implement one. Many may have already had a way to order online but once they were forced to close their dining areas, they had to figure out how to collect payments safely upon pickup; this may have required them to implement a new system. Many restaurants also had to restructure pick up and to-go orders, whether it was adding additional signage or reconfiguring their pick up space to make sure people were able to easily practice social distancing.

According to this article from the U.S. Chamber of Commerce, “Studies have shown that 73% of small businesses are not aware of digital resources, such as online payment processing tools, online productivity tools, e-commerce websites, online marketing and other tools, that can help them reach customers around the world. If small businesses had better access to global markets, it could increase the GDP of the United States by $81 billion and add 900,000 new jobs. During the pandemic, this could also mean the difference between thriving and closing for good.”

There are some larger corporate technology companies offering ways to support small businesses whether it’s through small business grants from Google, resources and grants from Facebook or Verizon giving them a break on their telecom bill. The challenge with this may be whether or not small business owners are able to find time from their intense focus on surviving to applying for these grants and managing all that admin time. Many business owners may be focusing on what technology they have and can upgrade, or what they need to implement – most likely while seeing a loss in revenue. So, it can be a tough decision to make new technology investments.

It does seem like many have made incredible strides, and quickly (which is impressive), to still offer their products and services to customers – whether it’s a contactless pay method, free delivery, or even reservations to ensure limited capacity and socially distanced visits. There are still some that just haven’t able to do that yet, and may be looking at other ways to take their business to a wider audience online.

We would encourage, if you can, to support small businesses in your community as often as you can. Understandably there are times that it’s easier to order on Amazon, but if there is a way you can pick up something from a local brewery or family-owned business, this may be the lifeline they need to survive and/or to invest in new technology to help them adapt.

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Business Marketing

There’s a shortage of skilled workers, so get learning

(BUSINESS MARKETING) COVID-19 may end up justifying training funds for lower-class workers to learn new skills. Skilled workers are desperately needed right now.

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skilled worker

The COVID-19 pandemic (yes, that one) has ushered in a lot of unexpected changes, one of the which is most surprising: An increased call for skilled workers — a call that, unfortunately, requires a massive retraining of the existing workforce.

According to the New York Times, nearly 50 percent of Americans were working from home by May; this was, reportedly, a 15 percent increase in remote work. The problems with this model are expansive, but one of the greatest issues stems from the lack of training: As employees of lower-class employment transitioned to working online, it became increasingly evident that there was a shortage of skilled workers in this country.

The Times traces this phenomenon back to the Great Recession; Harvard University’s Lawrence Katz points to some parallels and insinuates that this is an opportunity to elevate the lower class rather than regressing, and it seems fair to put the onus of such elevation on lawmakers and senators.

Indeed, Congress has even addressed the issue of skill equality via “bipartisan support” of a $4000 credit for non-skilled workers to use toward skill training. For Congress to come together on something like this is relatively noteworthy, and it’s hard to disagree with the premise that, given the invariable automation wave, many of our “non-skilled” workers will face unemployment without substantial aid.

COVID-19 has accelerated many trends and processes that should have taken years to propagate, and this is clearly one of them.

Supporting laborers in developing skills that help them work within the technology bubble isn’t just a good idea–it’s imperative, both morally and economically speaking. Even middle-class “skilled” workers have had trouble keeping up with the sheer amount of automation and technology-based skillsets required to stay competent; when one considers how lower-class employees will be impacted by this wave, the outcome is too dark to entertain.

It should be noted that non-skilled workers don’t necessarily have to scale up their training in their current fields; the Times references a truck driver who pivoted hard into software development, and while it may be easier for some to focus on their existing areas of expertise, the option to make a career change does exist.

If we take nothing else away from the time we’ve spent in quarantine, we should remember that skilled labor is integral to our success as a society, and we have a moral obligation to help those who missed the opportunity to develop such skills fulfill that need.

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