Almost everybody writes the same boring "3 br, 2 ba, family room, deck" kind of ads that do absolutely nothing to entice prospective homebuyers.
To get more people interested in your listings, do something better!
Begin by thinking about the very best feature of the home (or property). Then, describe it in the most picture-provoking words you can find.
• "A huge river rock fireplace dominates a great room designed to comfortably seat 20."
• "Tall pines surrounding the house create a natural privacy fence."
• "The master suite, complete with dressing room and desk area, offers a peaceful retreat."
• "Cathedral ceilings throughout offer a spacious, airy feeling."
• "Huge picture windows bring the outdoors in."
• "Fish jump just 200' from the front door."
• "400 square foot Redwood deck affords a view of the city below."
If you're writing for a newspaper or Homes Magazine ad, you have to be brief, so make every word count. Paint a short, compelling picture that makes your readers think "I need to call and see how many bedrooms and baths that has."
If the above examples are too wordy for a newspaper ad, pare them down. You could say:
• Massive river rock fireplace • Surrounded by tall pines
• Master suite includes dressing room and desk area
• Cathedral ceilings throughout
• The fish are jumping!
• Deck overlooks the city
Of course you can see that the more words the better when you're painting word pictures. And that's just one reason why your "long copy" ads need to be on the internet - if you have a web presence of your own you have as much space as you need to lead your buyers around the property and through each room. (The other reason is that approximately 80% of all buyers now begin their search with the web.)
But back to short ads: If you have to leave things out, try leaving out the bare facts. If that's all you offer, people who want three bedrooms and two baths (the majority of your audience!) will have to call for the details.
Instead, why not let them call because the ad you wrote sets their imaginations running wild?
While they're picturing life in the splendor you portray they'll be reaching for the phone or their e-mail to say "Tell me more!"
The first broker I ever worked for gave this advice: "When you write an ad, put the reader in the house." You just can't do that with facts. You need mental pictures.
You already know that you can't violate the rules created by the Americans with Disabilities Act, or the Fair Housing Laws. That means you can't pinpoint specific people by race, religion, sex, color, familial status, or disability. You also can't use those naughty words: see, hear, smell, and walk in connection with the phrase "you can."
You can say the property has a view… you just can't suggest that anyone can see it.
Your alternative is to describe what YOU see and hear when you visit your listing. Say how far it is to a special feature of the neighborhood. But don't suggest that you can walk to it.
A different approach:
If you're spending money on newspaper block ads, try a more effective approach - A different form of advertising that will set your apart as the expert in your market!
Instead of placing a block ad in the newspaper that looks like an ad, write an article. It should relate directly to the niche you've chosen and speak to the buyers and sellers whose business you want most. You can talk about market trends, about staging, or about how to prepare for a day of house hunting. The sky really is the limit. If you have an unsual or historic listing, it can even be a story about that listing.
Write articles that give valuable information or advice and then include your contact information at the end. People will read it far more readily than your ad that looks like an ad and says "I'm a Realtor, use me." Even people who don't need your services immediately will read articles. Your name will begin to become familiar to them, so when the day comes that they do need a Realtor they'll feel like they already know you.
You will include your name and contact information, so do clear your articles with your Broker first. In some states, and under some contracts, the Broker has to approve all advertising you send out. And remember, the Real Estate Commission may demand that your agency name be on every ad!
Here's great advertising at NO cost…
If the information you give can be seen as valuable to the community, you may be able to get the best advertising of all: free advertising. This works best after people have become familiar with you, because it probably won't include your contact information - just your name and perhaps your company. You can either write an article or a letter to the editor. Both increase your visibility and position you as an expert.
If the editor likes your work, you might even get a side job… being paid to write a weekly or monthly real estate article. Then your articles might even include your picture and a short bio.
How much do you suppose that kind of exposure is worth?
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