The Top Ten Tips for Writing Great Real Estate Ads
I thought it was time I opened up this blog to a few of my friends and colleagues in the real estate industry and one that I’ve had the pleasure to work with over the years is probably the leading expert on real estate advertising worldwide, Ian Grace.
Ian has presented his training course all over the world and is one of the very few Australians to have spoken at the NAR conference in the US, there is not much that Ian does not know about creating great real estate advertising, so as part of this series, I’ve asked Ian to put together his top 10 tips for writing great real estate ads, I hope you get benefit from Ian’s advice.
The Top Ten Tips for Writing Great Real Estate Ads
HOODOO – a great word to help you to remember the two things that make advertising effective:- WHO – is the person who will see the most value in the property and therefore pay the highest price [that's target marketing]. DO – now show them and tell them, what they will be able to DO as a direct result of their purchase.
2. HEADLINES – remember the WHO when you write your headline, then qualify it quickly, so the reader knows you’re both on the same wavelength. Then ideally, reinforce or remind about the headline at the end of the ad. The headline must include one or more of the following:- 1. A benefit or implied benefit 2. Something that is new, news or topical 3. A curiosity element without gimmicks for gimmicks sake.
3. PHOTOS – make sure your main photo matches and works together with your headline [not the other way around] and that the other photos also match the body text.
4. PEOPLE – put people and/or pets in your photos – it’s a great way to show people what they will be able to DO when they live there.
5. NAMES – use names in your ads to personalise them – yours [in full] and even the sellers’.
6. DIFFERENT ADS – the use of different ads for different markets, enables you to talk to each prospect group about what is relevant to them only e.g. one ad aimed at first home buyers and one ad aimed specifically at investors.
7. MEDIA MATCH – make sure your press ads match with other media and vice versa, with particular reference to the main photo and headline.
8. KEEP THE SAME AD RUNNING – once you’ve written a great ad, run it at least four times if not more, as research shows people need to see the same ad or message three times or more, on average, before they will respond
9. PRICE, LOCATION, NUMBER OF BEDROOMS – if all the research done shows conclusively that these are the top three pieces of information potential buyers require, then common sense says – give it to them!
10. OBTAIN SELLER ADVERTISING DOLLARS – research proves that the higher the seller paid advertising percentage, the higher the listing to selling success rate.
11. BONUS TIP – TEST YOUR ADS – Firstly, sellers must see the ads before they run, but most importantly, ensure at least one of your colleagues checks your ads to confirm every word and phrase will make sense to the market it is written for. Secondly, when buyers who have responded to the ads view the property, ask them if the property has matched their expectations from your ads – the feedback will be terrific and will keep your advertising right on track.
If you’d like to contact Ian you can visit his web site Ian Grace Marketing

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