Writing Your Own Property Advertising
The art of selling anything is targeting the likely buyer, then pitching to them in the most effective way. In the case of property it’s telling the buyer what they want to hear while making them curious enough to want to know more.
Most home buyers are initially interested in three things, price, location and the size. These are the first three things you should mention in any property advertising. In a traditional marketing plan, the real estate agent will take care of this for you. Reading this guide will ensure you know that the agent is doing a good job on your behalf, or if you’re selling yourself, you’re marketing effectively. They will also use the description when they list it on the Multiple Listing Service. The MLS tool is the most popular first step of finding a home. It’s essential that it contains decent photographs and a good description if it’s to attract buyers.
Effective writing is an art, but one that can be learned. Good sales copy is short, succinct and to the point. Mentioning price first will make serious buyers look further, while letting those who can’t afford it move on. Mentioning location next because the area is important in any house move. Most buyers already have acceptable areas in mind, targeting those who want to move in your area saves time.
It’s tempting not to mention the price or location in an ad so as to not alienate potential buyers. Forget that. A buyer is only going to be interested in your home if they can afford it, and it’s where they want to live. Target those people who will pay the price and live in the area, and don’t worry about those who won’t.
Next comes the description. As size is the third most important factor in a purchase, the next thing you want to mention is how many bedrooms the property has. After that add any other benefits you think are important. Things like garages, dens, balconies, sea views, next to parks, recent renovations, anything like that. Don’t mention absolutely everything because the advert is supposed to pique curiosity, not answer every question or bog the advert down with detail.
Remember the first rule, keep it short and succinct, while including the necessary information. Here is an example advert. It includes pertinent information in a specific order, but leaves enough to the imagination to make the buyer want to know more.
$500,000. Naples, Pelican Bay. Bright open end unit, 2 bedroom, 2 bathroom with den/study. Balcony has incredible Gulf Coast views. Kitchen has been recently remodeled with granite countertops on large kitchen island, Stainless steel appliances, hardwood floors throughout, lots of storage space, floor to ceiling windows. Bathrooms upgraded with double-bowl sink, separate shower & Jacuzzi tub in master bath. In-unit W/D and window treatments installed. Building amenities include 24 hour doorman, exercise room, party room, access to clubhouse and outdoor pool.
Feel free to use this example if putting your own property on the Multiple Listing Search, or advertising it yourself.