Why are so many real estate ads boring and uninspiring?

By
Services for Real Estate Pros with Marte Cliff Copywriting

Why so many boring real estate ads?

 

Many of them are just a list of dry features. There's nothing there to inspire and create a desire to see the home.

 

That might happen because the real estate agent writing the ads wasn't inspired by the house. He or she didn't see anything "special" to use as a focus for the ad. It could be because the house was a cookie-cutter and the agent had seen 200 others just like it, but it could also be because they simply didn't take the time to see what benefits the house had to offer.

 

Are you faced with this problem from time to time?

 

Then try this: Involve the seller.home in the city

 

Get them talking about their home by asking questions like:

 

  • What do you like most about living in this house?
  • What do you like most about this neighborhood?
  • What is your favorite room in the house, and why?
  • What is your favorite feature of the home, and why?
  • What features or benefits caused you to choose this house over all others when you purchased it?

 

If you can get the homeowners to start reminiscing about why they chose this particular house and what they loved most about living there, you might get some valuable information that wouldn't come out otherwise.

 

And if you do this exercise with a good number of sellers, you'll gain added insight into what motivates buyers in general. You might learn some things that will surprise you if you haven't worn "buyer's shoes" for a while.

 

Armed with this added information, your narrative ad copy can come alive and actually paint an enticing picture of life in this home.

 

Of course you have to be careful to follow the Fair Housing and ADA rules, but that really isn't all that difficult now that you have plenty of space on line to say what you want to say. Especially when you're blogging about your listings here on Active Rain. (You ARE, aren't you?)

 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Lenn Harley 01/06/2012 11:20 AM
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Ambassador
1,893,289
Cindy Jones
Integrity Real Estate Group - Woodbridge, VA
Pentagon, Fort Belvoir & Quantico Real Estate News

Thanks for the ideas. I'll be thinking about them as I get my next listing ready to go.

 

Jan 06, 2012 11:20 AM #1
Rainmaker
524,484
Ralph Janisch ABR CRS Broker
Janisch & Co. - Conroe, TX
Selling Northwest Houston to good people like you!

I think the ads mirror the agent.  Many are illiterate and many are just plain boring in real life.

Jan 06, 2012 12:19 PM #2
Rainmaker
1,544,964
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Cindy - You're welcome.

Jeanne and Ralph - OOOH - that's harsh!

Jan 06, 2012 12:35 PM #3
Rainmaker
744,148
Rob D. Shepherd
Windermere/lane county - Florence, OR
Principal Broker GRI, SRES

Adds need to be written so that someone would be excited to go see it!

Jan 06, 2012 02:08 PM #4
Rainmaker
300,791
Ken Brandon
Coldwell Banker Sea Coast Advantage (Jacksonville, NC) - Jacksonville, NC
Camp Lejeune, Jacksonville, NC

You make a great point about finding out the things the sellers loved about the house as they will probably be the things others will like as well. Sometimes ads, particularly on the Internet are dictated by the number of characters that are allowed It can be hard to tell more that simply the details of the home if there isn't room with the ad. 

Jan 06, 2012 02:15 PM #5
Rainmaker
1,544,964
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Rob - Exactly. And "3BR, 2BA, garage" just doesn't do the trick!

Ken - I know MLS limits you. Since I'm not an agent any more I don't know about the other sites. But there are places like Craig's List and Active Rain where you can have just as much space as you want and need.

Mouse House Tours is another good one - Their tours let you use as many photos and as much copy as you care to provide.

 

Jan 06, 2012 02:22 PM #6
Rainmaker
908,388
Pamela Seley
West Coast Realty Division - Murrieta, CA
Residential Real Estate Agent serving SW RivCo CA

Marte, those are all really good questions to get inspired from our sellers. Bookmarking! 

Jan 06, 2012 02:36 PM #7
Rainmaker
774,028
Joanna Cohlan
Fresh Eyes For Your Home - Chappaqua, NY
Designing, Decorating & Staging Westchester Homes

Marte, excellent advice as always-sellers can talk to buyers through those ads on a much more personal basis than Agents can and give the house description and ad a real uplift!

Jan 06, 2012 02:37 PM #8
Ambassador
1,703,710
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Marte, I have actually done this before. I was surprised but the sellers actually got a little nervous. They said something like, "Is this necessary? My previous agent never asked this." I like the suggestion but I think it depends on the seller.

Jan 06, 2012 03:34 PM #9
Rainmaker
1,544,964
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Pamela!

Joanna - Yes, there are things agents can't know just by being there once or twice.

Jan 06, 2012 04:50 PM #10
Rainmaker
1,544,964
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Tammie - You're right. We all have different personalities. Of course, in your situation it was a good opportunity  to say "Well, I ask it because I want to give your house the best possible representation."

Jan 06, 2012 04:52 PM #11
Rainmaker
1,166,284
Jane Peters
Home Jane Realty - Los Angeles, CA
Los Angeles real estate concierge services

This is great advice, Marte.  We need to be inspired to write ads that inspire and the best person to do that is the seller who knows, and hopefully, loves the home.

Jan 07, 2012 12:03 PM #12
Rainmaker
1,544,964
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jane - Yes, they surely had some reason for choosing that house when they purchased it. If you can get them to share that reason, it could offer ad writing inspiration.

Jan 07, 2012 01:14 PM #13
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