10 Easy Tips for Writing an Effective Real Estate Ad

1. Write a strong opening statement about your home. Something like, "Beautiful brick 2-story house located on a waterfront lot."

• Mention one or two major features or benefits of the property in the first 10 to 15 words of the ad. Include things like "located close to schools" or "easy access to I-85.”
• List key features of the home. Include items such as:
  • Number of bedrooms
  • Numbers of bathrooms
  • Square footage
  • Walk-in closets
  • Pool, patio or deck
  • New kitchen appliances
  • Garage
  • Location/Neighborhood
• Use descriptive words that will get the reader’s attention and increase their desire in touring your house. Example words to use:
  • Appealing
  • Captivating
  • Cherished
  • Classic
  • Delightful
  • Distinctive
  • Exquisite
  • Flawless
  • Impeccable
  • Luxurious
  • Splendid
  • Traditional
  • Unique
  • Unsurpassed
  • Use positive words throughout the ad. "Cozy" instead of "small," "charming" for "old" and "needs TLC" for a home that needs some work are more appealing and can draw more interest.
  • Avoid using too many abbreviations in the copy. If the ad is confusing or hard to reader, potential buyers will get frustrated with your ad and move on to the next listing.
  • Always be careful to describe the features of the property. Never profile the buyer. Although you may have a likely type of buyer in mind, you should never focus the ad directly at a particular group of people. Consider every financially qualified person a potential buyer. Here are some examples that describe the property:
    • Delightful brick ranch with updated eat-in kitchen with stainless steel appliances
    • Large townhome with gorgeous mountain views
    • Condo overlooking pool and tennis courts
  • Include information regarding the price of the home. Ads without prices often mislead home buyers into thinking the home is too expensive.
  • Don’t forget to include contact information. You may want to include several ways to contact you (work number, cell number, email address) to make it easy for potential buyers to get in touch with you.
  • Write a closing statement encouraging buyers to contact you. Something like, "Give us a call to schedule an appointment to view the property.

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