Field Guide to Creating Effective Classified Advertisements
(Updated March 2009)
Even with the popularity of the Internet, newspaper classifieds are still a popular means of getting information about real estate and homes for sale to consumers. The National Association of REALTORS®' research shows that 47% of buyers used print newspaper advertisements to find information on homes for sale from June 2007 to June 2008. However, only 3% of buyers found the house they purchased using print ads (Source: NAR 2008 Profile of Home Buyers and Sellers). Check out the following articles to learn about advertising basics, legal concerns, and the relevancy of classified advertisements in today's market. (K. Swanson, Information Specialist)
10 Tips for Terrific Newspaper Ads
1. "Start with a strong opening statement about the home."
2. "Mention the key one or two benefits that will attract buyers’ attention and spark their interest in the first 10 words of the ad."
3. "Include the salient facts about the property, such as the number of bedrooms and bathrooms and the asking price."
4. "Include your name, your telephone number, your e-mail address, and your Web site."
5. "Use words that appeal to the emotions and senses (e.g., feel, see, enjoy)."
6. "Avoid abbreviations and real estate jargon that the average consumer won’t understand."
7. "Be accurate. Prospective buyers are bound to feel disappointed or manipulated if the home doesn’t match your description."
8. "Focus on the home’s strongest selling points, instead of packing your ad with too many details."
9. "Close with a statement encouraging the prospect to contact you (e.g., “Call today.”)."
10. "Keep a notebook of attractive home descriptions from remodeling magazines and other property ads so you’ll have a ready reference for writing your own blurbs."
Source: Property Advertising Techniques - Advertising in Print (REALTOR® Magazine Online, 2007).
Internet 87%
Real Estate Agent 85%
Yard Sign 62%
Open House 48%
Print Newspaper Advertisement 47%
Home Book or Magazine 30%
Home Builder 22%
Television 10%
Billboard 7%
Relocation Company 5%
Advertising Basics 
Dos and Dont's of Great Classified Ads, (REALTOR® Magazine Online, Apr. 2007).
How to gain a prospect's commitment, (National Building News, May 2007).
Advertising power words and phrases, (Seven Design Avenue Blog, 2007).
Better Ads Make the Phone Ring!, (Realty Times, Oct. 9, 2006).
The importance of writing an effective classified rental ad, (Landlord.com, 2005-2009).
A Picture is worth a thousand words…right?, (Wicked Blog, 2005).
Creating an advertorial policy, (Realty Times, Oct. 8 2003).
A Classified advertising consultant discusses real estate advertising, (Realty Times, July 11, 2003).
What makes your phone ring, (Texas REALTOR®, May 2002).
Stop wasting money! Maximize your print ads, (Realty Times, Apr. 10, 2002).
Write better ads, (Texas REALTOR®, Mar./Apr. 2001).
How to write motivational copy that sells, (Businessknowhow.com, 2001).
How to run a profitable classified ad campaign, (Realty Times, Dec. 14, 2000).
Agent duties - what a real estate agent can or cannot do for you, (About.com, 2009).
How fair housing laws affect marketing, (Landlord.com, 2000-2009).
Part 109 - Fair Housing Advertising, (HUD, n.d.).
Fair advertising practices, (REALTOR® Magazine Online, 2007).
Is it illegal to advertise loan terms and down payments?, (Realty Times, Jan. 5, 2001).
Writing ads requires a fair shake, (REALTOR® Magazine Online, Apr. 2000).
Reducing your risk when placing advertisements, (Realty Times, Feb. 8, 1999).
HUD guidance regarding advertising, (REALTOR.org, 1995).
Realty Viewpoint: Newspapers Shoulda Been Nicer To REALTORS®, (Realty Times, Mar. 21, 2008).
Where to Advertise Your Home For Sale, (Realty Times, Feb. 6, 2008).
REALTORS® Unhappy With Advertising Choices, (Realty Times, Oct. 24, 2007).
Wanted: real-estate classified ads, (Advertising Age, Mar. 5, 2007).Q
Will Real Estate Classifieds Disappear?, (Realty Times, Sept. 19, 2006).
Classified Intelligence, Realty Times Partner On REALTOR® Advertising Survey, (Realty Times, Aug. 30, 2006).
Are sickly newspaper revenues behind attacks on the real estate industry?, (Realty Times, June 22, 2006)
Can print and web get along, (Realty Times, Aug. 3, 2005).
Newspapers continue to price themselves out of ads, (Realty Times, Mar. 9, 2005).
New report shows Internet eroding newspaper real estate advertising, (Realty Times, Sept. 24, 2004).
Good, bad news for real estate advertising, (TownNews, Aug. 14, 2002).
Real estate newspaper ads thriving, (Professional Builder, Dec. 2002). Q
Newspapers seek real estate niche in changing world, (Realty Times, Nov. 19, 2002).
Books, eBooks & Other Resources
eBooks.realtor.org
The following ebooks and digital audiobooks are available to NAR members:
Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Adobe eReader)
Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Websites and More! (Adobe eReader)
The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking (Adobe eReader)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Central. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Central at 800.874.6500 for assistance.
Real Estate Advertising Made Easy, (Ontario, Canada: Sheldon Griffon Graphics Inc., 2005). HF 6161.R3 R15
Advertising checklist, (Texas REALTOR®, Mar./Apr. 2001).
How to Get Supergreat Results From Your Real Estate Advertising, (Albany Creek, Australia: Advertising Book Publishers, 1999). HF 6161.R3 P93h
How to Write Real Estate Ads That Compete Fairly: Your Guide to Successful Real Estate Ads and the Fair Housing Act, (Vienna, VA: Newspaper Association of America, 1999). HF 6161.R3 N47h
The Big Book of Real Estate Ads, by William Pivar, (Chicago, IL: Real Estate Education Co., 1997). HF 6161.R3 P23b Rev. Ed.
From Ads to Riches: How to Write Dynamite Real Estate Classifieds and Harvest the Results, by Joan McClellan Taylor, (San Francisco, CA: Mansion Press, 1994). HF 6161.R3 M22
Classified Secrets: Writing Real Estate Ads That Work, By William Pivar, (Chicago, IL: Real Estate Education Co., 1988). HF 6161.R3 P23 Ed. 2
Successful Real Estate Advertising, (Los Angeles, CA: California Association of REALTORS®, 1987). CT237
The Pocket Ad Writer for Real Estate Professionals, (Canton, OH: Carmel, 1987). HF 6161.R3 B62pa
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Marketing Tips for REALTORS®
Field Guide to Effective Online Marketing
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