| Active, Descriptive Headlines |
| Historic 3 Bedroom Loft |
| Washer, Dryer Included |
| Landscaped Grounds, Pool |
| Security Covered Parking |
| Overlooks Pond and Trees |
| Passive
Headlines |
| Won’t Last |
| Fussy Renter Wanted |
| Wow |
| Stop Looking |
| Manager’s Special |
| Too Good To Pass Up |
|
| 1. |
Distinguish
your ad from similar ads by writing interesting, benefit-filled descriptive
headlines.
|
| 2. |
Keep
the tone of your headlines positive. Use all the available space for headlines.
Avoid obvious leads like "Available Now" and "For Rent".
|
| 3. |
Spotlight
rents and amenities. "Paint a picture" of the advantages your rental offers.
|
| 4. |
Observe
Fair Housing guidelines when writing ad copy. It is against the law to
discriminate in advertising on the basis of race, color, religion, sex,
handicap, familial status, national origin and, in the state of Alabama,
marital status.
|
| 5. |
Avoid
excessive or uncommon abbreviations.
|
| 6. |
Include
all vital information. The monthly rent and number of bedrooms is essential.
Always include a phone number. The more information you provide, the more
prequalifying you will accomplish.
|
| 7. |
Edit
your ad! Remove redundant information and insert more benefits. Appeal
to the reader's self interest.
|
| 8. |
Use
active phrases. Instead of "Affordable Move-In" consider "Pay No Extra
Fees!" Use "call to action" leads like, "Enjoy NW Shops" or "Relax On Your
Balcony".
|
| 9. |
Fill
the ad with information targeted to likely prospects.
|
| 10. |
Avoid
idle chit-chat. Eliminate empty phrases like, "For more information call…".
Use your valuable body copy space for descriptive, benefit-rich copy! |
|
| |
