 A property ad is a written tour of the listing. The ad provides an opportunity for potential buyers to have a word picture of a home. The ad copy should...
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Homebuyer Ad Pet Peeves:
- The ad that oversells. The homebuyer is let down when he sees the house and loses confidence in the REALTOR who created the ad
- Inaccuracy
- Abbreviations
- Too much emphasis on unusually low price. The buyer begins to look for the hook. There must be something wrong
- Price left out of the ad. Surveyed buyers stated that they often will not call on an ad if the price is not included. They may, if they do call and the answering REALTOR indicates that the property is a higher price than they can afford, feel intimidated, and will not pursue the investigation of other properties with that REALTOR. The bait and switch form of advertising will usually work again the REALTOR. It is better to include at least a general price range, if not the specific listing price.
Form One - Ad Worksheet:
An excellent place to start when writing any ad.
Form Two - Ad Card Format:
For Manual or Computer Use.
Form Three - Homebuyers Questionnaire:
If you were a buyer, what features would excite you most about your home?
Sample Ad Formats:
HERE'S A POOL WITH A VIEW...And a beautiful 3 bedroom home to go with it! 18 x 36 ft pool surrounded by mature shrubs & vines is inviting you.
Important Factors to Consider:
The great majority of people who read real estate advertising are in the market now. They have made up their minds to buy a home.
Glossary of Housing Styles:
THE BASIC 5
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Creating An Effective Ad
