by Rebecca Chandler
On Facebook, one of the options on your relationship status is, “It’s complicated” – like Sally telling Harry she hates him when she really means she loves him in “When Harry Met Sally.” Does she love him or does she hate him? Turns out, she loves him, but that’s not quite the way she put it.
Is your advertising like that? Are you saying things trying to lead others do or believe something in a complicated way – when you could be saying it in a much simpler way?
I see a lot of real estate ad copy. Some of it very simple. Some very complicated. I made up the sample copy below – but it contains some of the most common mistakes agents make when writing ad copy. I exaggerated a little to make a point.
Luxury Awaits! Fabulous opportunity to purchase this super amazing home on 2.5 ac, features exquisite luxurious upgrades, 4+2 br + FROG, S/S appliances, gourmet E/I kit w/granite, media rm, and full bsmt and sunrm, I/G saltwater pool w/waterfall, b/in outdoor frpl & BBQ, hrdwd flrs, great rm, w/soaring ceiling, & gas frpl. Beautifully reno’d, updated c/a, & more!
So – is this a property description or a recipe for alphabet soup? One thing it is not – simple. Let’s start by deciphering the secret code.
For starters –
Apparently, there’s a “Fabulous opportunity to purchase this super amazing home.” Oddly enough, that’s why it’s being advertised. It’s for sale. And, it’s so super amazing, it should be wearing tiny tights and a cape. Seriously, that’s over–sell. And that makes people question why it needs to be overly sold. Add the “exquisite luxurious upgrades,” and I’m on adjective overload. Too much. You already told me luxury awaited me.
Then, there’s the excessive use of abbreviations, some of which even I don’t know what they mean – much less a potential buyer – 2.5 ac (acres), 4+2 br (6 bedrooms?), FROG (family room over garage), S/S (stainless steel), E/I kit (eat-in kitchen), media rm (room), bsmt (basement), sunrm (sunroom) I/G (in ground), b/in (built-in), frpl (fireplace), hrdwod (hardwood), reno’d (renovated), c/a (??? – central air?). The copy itself is so all over the place, I don’t know if it’s really luxurious, or if it’s like a bad blind date I’m about to go on? (“He’s a really, really, really nice guy, very funny, boisterous and outgoing, very nice eyes. Almost all his ex-wives and his parole officer will tell you – and his 7 children are adorable.”). All sarcasm and snarkiness aside, this property description is not really ad copy.
The point of the ad copy is to tell the potential buyer a great story about what it’s like to live in that home – in a way that will make them want to learn more and will generate a lead for you and maybe even sell this home – or another.
How about something like this?
Live in luxury in this lovingly restored and beautifully appointed home. Spacious, with every amenity on 2.5 acres.
- Saltwater pool and waterfall
- Outdoor fireplace & grill
- Gourmet’s kitchen with butler’s pantry
- Hardwoods, granite
- Soaring ceilings
Call for more details and a private showing or text T312634 to 85377 to see more photos.
Hopefully, you imagined yourself surrounded by open and peaceful space, lounging by your pool, listening to soft splashing of the waterfall, preparing to feast on a gourmet meal in the soft twilight of the evening – or something like that.
The next time you sit down to write ad copy, think of these tips.
Think of your most likely buyer and then describe to them the experience of living in the home.You may want to write out a long description and then edit it down to fewer words – and then edit it down again to even fewer words.
Other than bedrooms, baths, location& price, if you could only tell someone one, single thing about the home, what would that be? There are probably many things you could say, but if you could only say one, which would be the most important? Make sure you lead with that.
If you could only say -3 more things about the home, what would those be? Stop at 4 total. Leave something to the imagination to create enough interest to call.
Include a call to action. Text a code to see more photos. Call for more information. Scan this code to go online. See more properties like this one at this site.
Good copy is not a laundry list of features. It lets the reader imagine the experience of living in the home – and creates enough interest to entice them to want to learn more.
For more information on creating effective real estate advertising, contact your local real estate advertising expert – your Real Estate Book representative.