Sales

How to write a home sale advertisement

These days many people prefer to sell their home without the assistance of a Realtor. This is a great way to save money. Before you can consider this strategy to be effective, however, your house must actually sell. Here are some suggestions and tricks to help you create an ad that is interesting and leads to a sale.

o    Consider your ad options. A real estate ad used to only have one purpose: it was meant to be published in the local newspaper. While newspapers still offer a great way to advertise your property, modern technology demands a far-reaching marketing strategy. Start by asking yourself what you would do if you were looking for a home to purchase. For most people, the answer is the Internet. You don’t even have to leave the comfort of your own home to see the available options, and it is always accessible to potential buyers. You want your ad to appear online for the same reasons. There are many websites for sale by owners (FSBO) that will happily run your ad. Newspapers are an established option that should not be overlooked, regardless of the rise in popularity of the Internet. Even if your area is not in the top ten, it’s worth advertising in the local paper and a larger daily in nearby towns. You never know when someone may want to move from the city to a more rural area.

o    Set the scene. Homebuyers will be quick to call the nearest number and ask to see your house. Or, they may just turn the page without even giving your home a second thought. You should include basic information such as the type (ranch, two-story, etc.). The number of bedrooms and bathrooms as well as the style are important. But you should also include descriptive phrases that allow people to imagine living there. You can make it easier for readers by giving them spoon-fed gems such as “Spacious kitchen opens into a great space-perfect to entertain” or “Remodeled master bath that recreates your favorite spa.”

o    Put a positive spin on things.While it’s not okay for you to lie, it’s okay to make your house as charming as possible. Say something like “Ready to be renovated into the home you dream of.” If you live in an area with a bad reputation, such as a community that is known for having older homes without much space, be sure to describe how your house differs. Your house is situated on a large lot. Or you may have a garage that can be used for storage. You can give homebuyers reason to reconsider their opinions about the neighborhood.  

o    Create a winning headline. It is the first thing that people will see, so it should grab them. Choose the best thing about your house, and use that headline to describe it: “Upscale family living at an affordable price” or “Sprawling countryside retreat with orchards.”

o    Include a photo (or two). A photo is better than great copy. If you have lots of space, such as flyers and website ads, include multiple photos of your home’s inside and exterior. One photo should be sufficient to show the outside of the house, taken outdoors on sunny days if you don’t have enough space. No matter the angle or size of your space, keep it clean and tidy. Be sure to clear away all clutter before you snap a shot.

o    It’s all about the price. It is amazing how many home sellers leave out the asking price in their ads. It doesn’t matter if it was intentional or accidental, it’s an error. It doesn’t really matter how much someone loves your home, but if the price is $100,000 above their budget, they won’t be interested in making an offer. Being upfront with people about the cost of the house is efficient and courteous. It is not practical to answer 20 calls per day from people asking about the price of the house. Then, they will just hang up on you. You only want to answer the phone from people who are familiar with the cost, the range, and would like to schedule an appointment.

o    Keep it short and sweet. It’s the paragraphs. It is not a good idea to try to squeeze too much information into one paragraph. Bullets can be a great way of breaking down information into digestible chunks. 

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We are a team of professionals with each having two decades of experience in start-ups, sales, marketing, finance, HR, large scale project and profit centre management and running mature cross functional operations. At Molw.net we are big believers that knowledge transfer is critical to our industry’s evolution. We love to share our experiences and learnings through our online resources.

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