There is an Art to Writing a Strong Listing Ad
According to Laurie Moore-Moore, CEO of the Institute for Luxury Home Marketing, every home you list has a story to tell.
The first challenge is to find the “story” and than you must tell it well to sell.
- Five times more people will read your headline than the description
- The headline must capture their attention so the readers want to keep reading your story.
- All CAPITAL LETTERS in an ad are hard to read
- After your short, opening paragraph, use bullet points to list features and benefits
- Use high quality photographs both in print and on your website
- The photos should enhance the story about the house.
Now it's Time to "Sell" the Story:
It’s critical that you talk about both the negatives and the positives in the ad copy. Let’s say that you just listed a great home, but it’s painted purple. You might say: You might not like the color of paint on this home, so just take a crayon, color the picture and imagine what it would look like if you owned it. (In the ad, include a color picture of the home.)
Maybe you’ve listed a home on a hilltop. You might say: Imagine the view, overlooking the city of Grand Rapdis, every day from the privacy of your own home. (In the ad, you must include pictures of the view.)
Or if you have just listed one of the worst houses ever, then concentrate on the price. You might say: It’s not best home you’ll ever see, but it has good bones, it’s priced right, and could be the best real estate deal in area. the this
It takes time to write a good short story. But it’s worth it. Write down all the reasons why your listing is different than the other homes on the market, find the unique features (either negative or positive) and then tell an interesting story.
Get your Listing Seen:
You must take advantage of all the technology at your hands today as well as some of the "old school" methods.
- Use all the social media you have access to: Active Rain, Facebook, Twitter, LinkedIn, Personal Blogs, ect
- Utilize technology to "wow": Become a Top Agent, local online newspaper ads, search engines, texting signage
- "Old School" Methods to get the word out: postcards about new listing, hold open houses, co-market with other professionals, newspaper ads, word of mouth
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