Listing a new home? Chances are you just spent several hours working on a listing presentation, formulating comps and convincing the home seller you are the best person to help them navigate the market for a quick sale at the highest price. Now you have to make good on your promises.
One way to help ensure a quick and lucrative sale is to write a property description that will demonstrate all of the reasons that a buyer will find a property attractive. It will be easy if you remember AIDA. No, I don’t mean the famous opera by Giuseppe Verdi, I mean the advertising model.
AIDA and its approach toward advertisement are often attributed to advertising and sales pioneer, E. St. Elmo Lewis. Lewis believed that advertising should conform to certain standards. In his words:
“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these qualities of success, it is a successful advertisement.”
The AIDA template is one of the longest-serving advertising models, having been in use for over a century.
But how do we apply the AIDA model? Just like the opera has four acts, so should your advertisement. Follow these simple steps in all your property descriptions.
- Attention- The first thing every ad must do is to grab the reader’s attention. Use a crafty title or opening line. Inject a question into the reader's mind. “What is this about?” or “What is in it for me?”
- Interest – Pique the reader’s interest by showing them the benefits of your listing and how this home fits with their lifestyle. Tell them what they want to know without overselling or overpromising.
- Desire – Guide the reader. Help them develop a favorable opinion of the property. Help them overcome their skepticism. So much so that they want to see and learn more about the home.
- Action – Finish your ad with a Call to Action. Make it easy for the reader to engage you. Give them a phone number, email, link or contact button in plain sight where it is so simple they can’t resist. Don’t forget to let them know that waiting might be a mistake. Then make it easy for them to finalize the purchase.
Here is an example of an ad that follows the AIDA model.
The one you have been waiting for! You will love this wonderful townhouse in the desirable, gated Parkwest community. This spacious end-unit is located in the quiet section of the complex. The main floor Master Bedroom offers privacy, while the 2 upstairs bedrooms afford convenience. This home features granite counters, stainless appliances, an open floor plan, vaulted ceilings, and walk-in closets in both the Master bedroom and in Bedroom 2. The main floor features a private patio and the 2nd floor a relaxing balcony. A large 2 car garage and ample storage give you room to grow.
Parkwest provides a host of great amenities like a pool, playground, health club and community center all at a super location close to shopping, dining and easy access to transportation.
This floor plan does not become available often so call 555-123-4567 for a showing today, tomorrow may be too late.
Once the reader decides to contact you, your ad has done its job. Now it is up to you to follow through and close the sale.
Soon you will be shouting “Encore, Encore!”
Joe Domino is a Realtor® serving the Phoenix & Scottsdale metro area. You can find more great information by visiting his website at www.Scottsdale-AZHomes.com.