|
| Descriptive Headlines |
| $89,950…Bring Your RV |
| Best Location in Town |
| River Rock Fireplace |
| Watch Geese from Terrace |
| Landscaped with Love |
| Country Stencils Abound |
| Vintage Old Town Bungalow |
| View of Monte Sano |
| 4 Minutes to Downtown |
| Southeast Updated Ranch |
| Huge Lot with Orchard |
| Non-Descriptive
Headlines |
| Bank Owned |
| Seller Says Sell |
| WOW |
| Look at Me |
| Fussy Buyer Wanted |
| Price Reduced |
| Shop and Compare |
| Must See |
| A Perfect Choice |
| Absolutely Must Sell |
| Owner Transferred |
| Look and Linger |
|
You can increase the
effectiveness of your real estate ads by following a few simple
guidelines. Readers scan information quickly. They look for
specific information. The more you are able to say, the more
successful your response. Sometimes adding one or two words can
make a big difference in ad calls!
| 1. |
If the home is
offered at a price lower than the area median, include price
in the headline or near the start of the copy.
|
| 2. |
If the home is
priced above the area median, include specific information
on location or unique features in the headline or near the
start of the copy.
|
| 3. |
Maximize your
investment in advertising by using all the available space
in headlines. Find out how many characters will fit in a
headline and consistently fill those spaces.
|
| 4. |
Write positive
headlines. Avoid negative headlines like "Illness Forces
Sale".
|
| 5. |
Fill the ad with
information appealing to prospects. Include all vital
statistics including number of bedrooms and baths, square
footage and price. If an open house is scheduled, include
the address.
|
| 6. |
Observe Fair
Housing Act guidelines prohibiting discriminating in
advertising on the basis of race, sex, color, religion,
national origin, mental or physical handicap, familial
status and, in Oregon, marital status.
|
| 7. |
Edit to
strengthen your ad! Remove non-essential information and
insert more benefits. Avoid phrases like, "For more
information, call…" Use that space for actual facts about
the home.
|
| 8. |
Use active
phrases. Instead of "large formal dining room", consider
"seat 16 for dinner".
|
| 9. |
Avoid uncommon
abbreviations. They abbreviate results.
|
| 10. |
Write active,
descriptive headlines. You will be rewarded with better ad
response. | |
|
