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What Your Not Told About Writing Listing Ads

By
Mortgage and Lending with The Jonathan Arnold Team of Inlanta Mortgage

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. 


Write a Strong Listing Ad
The Facts: 

  • 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.)
Write a Strong Listing Ad
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.

 

 

Posted by

 

 
 
  Katrina Cole  

Katrina Cole

Business Development

The Jonathan Arnold Team
   


Inlanta Mortgage, Inc
2029 Celadon Dr NE
Grand Rapids, MI 49525

 
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Comments (2)

Andrew J. Lenza
Coldwell Banker Residential Brokerage - Holmdel, NJ

Wow. This is a great article. Happy to be the first person to comment.

Mar 26, 2011 04:04 AM
Katrina Cole
The Jonathan Arnold Team of Inlanta Mortgage - East Grand Rapids, MI
Inlanta Mortgage, Business Development Manager

Thank you for the comment Andrew.  One of my biggest frustrations is seeing how some homes are listed.  Many pictures are horrible, the descriptions are poor and things on a marketing side are just sub-par.

 

Now don't get me wrong, I am not saying anything about the Agent because there is a great possibility that they are not sure what to do, have been taught to do things that way, are extremely busy and just need help.

Marketing changes daily and it is hard to keep up when you are a "one person gig".  I just wish more Agents would reach out for a bit of help.  In the end they would be able to sell more and make more $$$.

Mar 28, 2011 04:04 AM