Your listing is often the first introduction people get to the property you're representing. Make that first impression count with these tips to help increase the effectiveness of your listings.
Include Pictures
Photos help make property information more tangible in prospects’ minds. If your ad is limited to one picture, select the image that gives the best overall impression (not necessarily the front elevation shot). Online listings can typically showcase several rooms and views of a property. Include slide shows or 360° views if your website allows.
Targeted Language
Use descriptive language that accurately reflects the property. The term “cozy bungalow” may lure prospects out to see a listing, but when they later discover it’s nothing more than a stripped-down studio apartment, that only serves to strip down the agent’s credibility and any hope for future business with these clients (and their referrals). Describe properties in their best light, but accurately. Clients will most entrust an agent who talks straight.
The listing is an overview, not a place to lay out every single detail about a property. Do mention major issues, but be careful about inserting language that unduly causes apprehension in potential buyers. “As is” might refer to a very minor problem, but the reader might infer "catastrophe" and cease reading the rest of the ad. Give the basics, boast about great features, and include major concerns, but avoid nebulous language that could be misinterpreted, either for better or worse.
The Price is Right
Under pricing a property may indeed court more interest, but it might actually cause valid buyers to give pause and question why a seemingly good property is priced so low. Too deep of a bargain may spur misperceptions that a property is in distress, dissuading potential clients before they ever see the property. Set the price commensurate with the property’s value.
Make the Ad Visually Appealing
Use whatever ad space you have wisely to capture the attention of the reader, providing sufficient information while avoiding clutter. An overabundance of copy and graphics, or a good balance of copy and graphics that’s arranged in displeasing manner, may kill off interest in even the finest property, simply because people won’t bother to read the ad. When designing your listing, approach your ad as you would your Open House: fill it only with relevant content and sufficient images, and leave out the distracting excess. Keep the visual appeal of the ad clean, streamlined and welcoming.
An effective real estate listing shines with accurate, well-rounded information presented in a pleasing manner, prompting readers to pick up the phone and call about that great listing of yours.
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