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Mention important things, not boring or outdated details .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:
- Stress benefits to potential home buyers
- Be creative
- 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.
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.
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.