Many people are choosing to sell their homes without a real estate agent these days, a plan that can save you a lot of money. Of course, your house has to sell before you can consider that strategy effective. Here are some tips and tricks for writing an ad that will generate interest in your home and hopefully lead to a sale.
o Consider your advertising options. Not too long ago, a real estate ad served only one purpose: to appear in your local newspaper. And while newspapers are still a great option, modern technology demands a more far-reaching marketing strategy. The best place to start is by asking yourself where you would look if you were in the market to buy a home. The answer, for most people, is the Internet. It’s ideal because you don’t need to leave your home to browse the selection, and it’s ready when homebuyers are. These are the same reasons you want your ad online, and there are many For Sale By Owner (FSBO) websites that will be happy to post your ad. Newspapers, of course, are a proven option that shouldn’t be discounted, even with the prominence of the Internet. If you’re outside of a major metropolitan area, make sure your ad appears in the local newspaper, as well as in major daily newspapers in nearby cities; You never know when someone will want to move from the city to a more rural location.
o Set the scene. It only takes a few words for buyers to pick up the nearest phone and beg to see your home, or for those same buyers to turn the page without thinking twice about your home. Include basics like the style (ranch, two-story, etc.) and the number of bedrooms and bathrooms, but you’ll also want to include descriptive phrases that help people imagine living there. Make it easy for readers by spoon-feeding gems like “Spacious kitchen opens to great room, perfect for entertaining” or “Remodeled master bath recreates your favorite spa.”
o Put a positive spin on things. It’s not okay to lie, but it’s okay to make your house sound as charming as possible. If he’s not ready to move in, say something like “Ready to make it your dream home.” And if you live in a neighborhood that has a less-than-desirable reputation—perhaps known for older homes without a lot of space—be sure to convey how your home is different. Describe how your home sits on a large lot or the fact that you have a large garage that can be used as a workshop. Give homebuyers a reason to change their minds about the neighborhood.
o Create a winning headline. It’s the first thing people will read, so you have to catch them. Pick the best feature of your home and make it the headline: “Luxury Family Living at a Great Value” or “Extensive Country Retreat with Orchards,” for example.
o Include a photo (or two). While a fabulous print can create an enticing mental image, there’s no substitute for a real photo. When you have enough space (for example, website ads and flyers), include several photos of the interior and exterior of your home. When you only have room for one photo, it should be of the outside of the house, preferably taken on a sunny day. No matter what angle or space you’re shooting, the number one rule is “clean and tidy.” Clean up all the clutter before taking a photo and make sure the area is spotless.
o It’s about the price. It’s amazing how many home sellers leave out the sale price in their ad. Whether by accident or on purpose, it is a mistake. No matter how much someone loves your house, if it’s $100,000 over their budget, you’ve wasted your time and theirs because there’s no way they’re going to make you an offer. Letting people know in advance how much the house costs is efficient and courteous. You don’t have time to get 20 calls a day from people asking about the cost, only to have them hang up on hearing it. You want to get phone calls from people who know the price, are comfortable with the ballpark, and want to make an appointment to see it.
o Keep it short and sweet. The paragraphs, that is. The best way to lose someone’s attention is to cram a lot of information into disjointed paragraphs. Bullet points are a great way to break facts into easy-to-digest bites.
