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Are You Marketing Green Homes the Right Way?

By Courtney Soinski

When it comes to marketing your listings, it’s important to remember that your strategies and tactics for different types of properties should not be the same. Think about it, would you sell a traditionally built home like you would a green home with solar-powered energy? I think not.

Put simply, green homes compete on value with lower utility bills, while typical homes compete on price as well as features like granite countertops. When listing a green home, focus on the features that will boost its value to outdistance the competition.

cabe.info

cabe.info

Here are some top features to focus on when marketing green homes:

1. Lay off the Environmental mumbo-jumbo.

Keep the buyer’s priorities in mind when doing your sales pitch. Of course they care for Mother Nature, but the truth is, buyers care more about their home’s efficiency, keeping their family safe, and lowering utility bills. So focus on that.

2. Use the word “High-Performance”

When describing the features of the home you’re listing, try replacing the word “green” with “high-performance”. In the buyer’s point of view, it sounds much more accurate and not nearly as vague.

3. Show buyers the green savings.

It’s easy for buyers to see the real financial benefits if they’re shown real numbers. On your listing, list the projected monthly utility bill savings, projected annual savings, and projected five-year savings. For example, if the home can save homeowners $175/month, that means they’ll also save $2,100 in one year and $10,500 over the span of 5 years.

4. Sell on the needed, not the nice.

Instead of using the term “eco-friendly”, try using “non-toxic” or “low toxins” because that registers more in the mind of a homebuyer. Also, as an example, you may want to explain that by using non-toxic paint in the home, their family is not breathing in harmful chemicals like in regular paint. These chemicals have even been documented to be harmful to your health.

At the end of the day, it’s all about selling on the value of the home. You can reach and target homebuyers efficiently by always selling based on the client’s needs. Be clear, concise, deliver relevant facts about the home’s features, and show the growing value that these features provide. Know your audience, deliver the right message, and go sell green homes!

To learn about advertising opportunities with The Real Estate Book, find your local representative here! 

Source: How to Sell a Green Home – Lose the Environmental Speech

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How to Write Captivating Copy for Lead-Getting Listings

by Courtney Soinski

TweakYourBiz.com

TweakYourBiz.com

Are you constantly trying to come up with new ways to get more leads? Believe it or not, attention-grabbing and well-written advertising copy makes a huge difference for your listings and how they reach consumers. According to professional sales coach and broker, John D. Mayfield, remember this acronym phrase: “G.E.T. C.A.L.L.S.”

G: Grab the Reader’s Attention

This, in my opinion, is one of the hardest parts about writing successful advertising copy. You want the very first sentence of your ad listing to be bold and attention-grabbing. It will pull that potential homebuyer in, and hopefully, give them enough curiosity to read on.

E: Entice the Reader with Information

Instead of listing basic information about the home, use words that will paint a picture. That way, the consumer can actually visualize the kitchen, flooring, windows, master bathroom, or whichever element you’re choosing to describe.

T: Truth in Advertising

In your listing’s advertising copy, be sure you stay completely truthful. If you misrepresent or exaggerate when writing about the property, you will give them the wrong idea. You don’t want consumers to feel they were misinformed, especially if they decide to come visit the property and find out that it wasn’t what they were expecting. That’s a total turn-off.

SmallBizTrends.com

SmallBizTrends.com

C: Close the Sale

Don’t be afraid to ask for a consumer’s business in your listing. This can be something as simple as telling them to contact you for more information about your services, or to schedule a private showing. If you advertise on RealEstateBook.com, you can even create a virtual tour for consumers to view. If they request more information on our site, we will send them an email lead with the property and agent information, and you will receive an email with their contact information.

A: Ask the Seller What They’ll Miss About Their Home

This may be something you’ve never thought about, but it can really work. When you think about what you would miss about your own home, they will most likely be the absolute best features. Include it in the ad copy. After all, who better to ask than the resident?

TopRankBlog.com

TopRankBlog.com

L: List Key Features

In this section, make sure you point out key aspects about the property that consumer would whole-heartedly want to know. These features can be things like bedrooms, bathrooms, schools, location, price, central air-conditioning, or even flooring type.

L: Look at Other Ads

By taking a stroll through other successful advertisements, you’ll gain some insight on what really works. You may even become inspired in writing your own descriptions. It’s great to look at the competition, but just remember to use your own words and no copying! You may even find something you’ve never tried before.

S: Spend Time Preparing & Writing Ads

This is one of the most important pieces of advice I can give for writing advertising copy – take your time and don’t rush through it! When you think about all that you, as a real estate professional, invest in advertising and marketing your listings, it’s important to think it through. Remember to not put it on the back burner of your to-do list, and don’t forget to proofread and check for grammar!

 

Source: 8 Steps to Writing Effective Advertising Copy, John D. Mayfield

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The Income Based Approach to Real Estate Marketing 2015

Planning for 2015? Click the link below to download our worksheet and get started!

2015 Income Based Approach to Real Estate Marketing

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