Yesterday I was corresponding with my friend and client, Jody, from Connective Realty. I told her I was having a tough time over some copy because the words just weren't coming together right. I had the middle, but couldn't come up with a lead that I was happy with.
She replied that she often had that trouble when writing property ads.
I agreed that it can be difficult, and even more difficult to come up with something different for each house when so many are similar.
But that got me thinking about the toughest "Home for Sale" ad I ever had to write. I remember sitting at my desk, staring at a blank paper, and having no idea what to say beyond "2 Bedroom 1 1/2 Bath mobile home."
This was a 14 X 70 "trailer house" - an older one. It sat on a completely bare lot... just flat dirt with some scraggly, weedy grass. Not a tree nor a shrub anywhere.
Worse, it was the end lot on this strange narrow block, so it had street frontage on 3 sides. That meant the owners would pay a city assessment for 3 times as much street than they would have if it had been in a normal, middle of the block location. 
There was no deck - just some unpainted wooden steps to get to the door. There was no snow roof to protect it from the elements. No garage, either. Just a dirt parking lot in front of the door.
In short, there wasn't one attractive or beneficial thing about it.
It was years ago and I don't remember what I finally wrote. Maybe I talked about the low price and the seller financing, or the nice level ground where someone could build a garage with no hassle.
I do know that it did sell. Must have been the low price and seller financing.
What was YOUR toughest challenge when writing a "home for sale" ad?
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