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.
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?)