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Real estate advertising campaigns are based on one thing - a good real estate ad. Creative real estate listing descriptions get more views than other options, but coming up with them certainly isn’t easy. Learning how to build creative real estate ads is a bit complex, but once you master the format, you’ll be ready to move forward. These tips can help.
5 Tips for Writing Real Estate Ads That Work
Tip 1: Come Up with a Solid Headline
If you’re going to post your listings anywhere, especially in spaces with online classifieds, you’ll need an eye-catching headline to encourage people to click. You have one shot at getting most buyers to notice this property, so the goal with this step is to make them do a double-take and click on it. It’s really a hook to bring them in. No one reads an ad with a terrible headline.
Stay short and sweet with this, though. If it’s too long, they won’t read it. Five to seven words is the best possible guideline. Be as descriptive as possible to build a response. Also, don’t go with the first headline you create. Instead, try several different headlines to see what might be the best fit.
Tip 2: Get to the Point
One of the most important tips for writing real estate is to get to the point immediately. Craft an opening statement in your ad that tells readers what they’re looking at and gives them a reason to continue looking at this advertisement. You want them to want to learn more. Your goal is to get their attention, let them know what a great value this property is, and begin setting the scene.
Tip 3: Describe the Property Well
You’ll want to list the primary features first, then go on with a bit of inspiration to help them want to see the property. Primary features that will catch a buyer’s eye tend to be the number of bedrooms, the total square footage, and the extras (like an outdoor living area, a pool, and other unique characteristics).
As you write, keep in mind that good descriptions aren’t just about features. They’re about setting the mood for a property and making it look like the most desirable listing on the market. Use vocabulary that helps a potential buyer see themselves in that property. Include name brands of premium options, and highlight those special features. Point out the upgrades, and take advantage of words that may drive up the price like luxury, landscaped, and impeccable.
Tip 4: Add the Nudge
Your next step is to push buyers a bit toward taking action immediately. This nudge should remind them that the property won’t be around forever, so they should take advantage of the chance to do so immediately. You may even want to add an extra incentive that will get them to move forward more quickly. Seller financing or a small discount on the price is an option here. Be creative to address your target buyers, but the nudge could make all the difference in pushing them toward a sale.
Tip 5: Conclude with a Solid Call to Action
The call to action is your chance to tell buyers exactly what you want them to do. Do you need them to call you? Click in to make an appointment? What’s the most important step an ad viewer can take? Put that in your call to action.
Additional Real Estate Advertising Tips to Note
One of the biggest mistakes people make when they work to write a good real estate ad is that they oversell the picture. The goal isn’t to create useless lists of adjectives that don’t really apply to a given property. Instead, it’s to build a positive word picture that portrays the property in the best possible light. You’re not tricking anyone into looking. You’re providing a chance to find the property someone out there needs, and to do that, you have to advertise it well.
In addition to good ad copy, include good photos. If you’re going to get noticed, the images you post will make the biggest impression, and while it’s not really part of the writing process, it is certainly part of the posting process. The best results are going to come from a professional real estate photographer, so take the time to invest in solid help. It may cost a bit more, but you can get real results from these photos, so it’s worth the added time and effort.
Remember, you may want to consider writing ads for each group that you market to. Blanket campaigns don’t work for everyone. Addressing the needs of each segment of your audience is a good way to move more property and speak to what’s necessary for that target market.
Keep in mind that your goal is not to make your ads look like those of everyone else! You want to create solid listings that reflect every single property as well as your brand. As you work on your copy and style, you’re going to come up with your own approach, and that’s important! It will begin establishing who you will become as a real estate professional.
Get Started!
Real estate advertising ideas abound these days, but it all comes back to one key thing - a good basic ad. These tips will help you get there with your next listing.
