4 bed/2 bath/2living....DUH !!!!!!!

By
Real Estate Agent with Coldwell Banker United Realtors® ~ 512.750.6899

I am in the process of writing some ads for open houses and for blurbs on new listings I have coming on the market.  I decided to go back and review comments on the best way to paint a picture of a home with words. 

Over and over I read when writing ads be sure not to comment on all features of the home, but use key words to illicit an emotion and a call to action from the buyers.

I have to admit this line of thinking has lead to better responses on advertising copy.  It's all in the wording.  The traditional lingo you see: 4 bed, 2 story, blah blah blah is mundane and in-effective.  Words like: cozy den with fireplace, quiet cul-de-sac, towering trees tend to arouse a certain feeling in a buyer.  They picture themselves nestled in a chair reading a book in front of a fireplace or their kids riding their bikes or scooters in a cul-de-sac while they sit out and chat with the neighbors.

When reading copy written by realtors, buyers want to see a benefit in buying a house.  Naming features like built-in ovens, stainless appliances, walk-in closets, MIL plan do not invoke the need for buyers to come see the house.  However, by pushing their hot buttons with descriptive words such as: private tree covered lot, magnificent oak trees and flowering gardens, you cause them to see themselves living in your house. 

These kinds of phrases entice a buyer to want to know more about the property and call you quickly before another buyer snatches your listing up!  Let's face it, the real reason to place an ad is to get the calls!

It's our job to create descriptions of our listings to motivate a buyer to take action.  Decisions are based on emotion.  They apply logic afterwards to justify the decision.  Well written simple ads creating a picture of a benefit the buyer will receive is by far the best way to ensure calls!

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Topic:
Real Estate Sales and Marketing
Groups:
Active Rain Newbies
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Addicted to Active Rain
Tags:
advertising
emotion
ads
descriptions
open houses
home features
real estate blurbs
calls from buyers

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Rainer
45,021
Jenn Neumann Deer
RE/MAX Southern Shores - Surfside Beach, SC
Surfside Beach Real Estate

This is so true.  When I first started in real estate I had boring ads because they drilled it in our heads in class that we couldn't put anything in the ad copy that could be considered in any way leading or directed to a certain group of people such as lots of room for the children or empty-nesters paradise.  Now I realize we don't have to be so generic with words and need to go back to some of the listings and put some more oomph in them.  Thanks for sharing.

Dec 29, 2008 06:25 AM #1
Rainmaker
3,814,358
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Thanks for your comment. You are right we were taught in classes to cram in as many details and be careful not direct to any particular group! Best Wishes for a great year in 2009!!

Dec 29, 2008 06:30 AM #2
Rainmaker
301,963
Dan and Amy Schuman
Howard Hanna Real Estate Services - Solon, OH
Luxury Home Specialists

Writing really good copy is a lost art. Too many agents write what they or their clients think should be in ad/MLS copy instead of copy that attracts a buyers attention. Thanks for the post.

Dec 29, 2008 08:40 AM #3
Rainer
32,457
Lauren Krady Lancaster
Keller Williams Realty - Lancaster, PA
PA Realtor

Too true.  Also if you use too many abbreviations some buyers get confused and just move on to the next ad.

Dec 29, 2008 08:50 AM #4
Rainmaker
3,814,358
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Dan & Amy,

You are so right! I also think writing good copy is a lost art. It's so much easier to jot down the specifics on a house rather than creating an image of what it would feel like to live there. Thank you for your comment. Best wishes for a prosperous 2009!

Dec 29, 2008 08:51 AM #5
Rainmaker
3,814,358
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Lauren,

I agree. We forget the buyers aren't familiar with our jargon and move on to another ad that grabs their attention.

Dec 29, 2008 08:52 AM #6
Rainmaker
2,394,954
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I don't know.  I sent out a really great flyer describing parts of the home and really good flyers and I sent it to a high income mailing list.  I got zero.  Well, except for the points I scored from the sellers!

Dec 30, 2008 10:34 PM #7
Rainmaker
3,814,358
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Evelyn,

Thanks for sharing. Happy New Year!!

 

Dec 31, 2008 02:19 PM #8
Rainmaker
108,880
John Dunham
Juice Homes, LLC - Austin, TX
N Central Austin

And include quality photos!  I can not believe the number of people who must be using their poor quality camera phones to take pictures... really?  The best one I saw in the last month was a property photographed at night, and the inside had poor lighting so you couldn't really see anything.  The icing on the cake.... it was the agent's own home!

Great post Dorie... spend 5 extra minutes and get creative!

Jan 05, 2009 01:50 AM #9
Rainmaker
3,814,358
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

John,

Thanks for the comment. You are right..quality photos are definitely a requirement!

Jan 05, 2009 03:51 AM #10
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Rainmaker
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Dorie Dillard CRS GRI ABR

Serving Buyers & Sellers in NW Austin Real Estate
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